Sometimes you can say too much in an interview.
This is particularly true towards the end when the reporter tries to bring in wider questions, usually about another story that is in the news.
This is something we often discuss during our media training courses.
And with good reason, because the ‘and finally’ or ‘while you are here’ question has tripped-up many spokespeople.
There was another example yesterday of how it can take the focus away from the message you want to get across.
Professor Dame Sally Davies, the outgoing Chief Medical Officer, was discussing her final report in the role, on Radio 4’s Today programme, which calls for a ban on food on public transport and an extension of the sugar tax to aid the fight against childhood obesity.
It had been a strong interview packed with forthright views – you can hear it here at 1hr 35mins for as long as the broadcaster makes it available.
And then the reporter said “just turning to other areas” and brought two more topics into the conversation.
The first of these saw Dame Sally suggest that England could end up with mandatory vaccinations.
She said: “We need to up our vaccination rates. I hope we can do it by other means, but if we can't, we might well end up with mandatory.
"It is important children are vaccinated. I remember looking after two children as they died from measles.”
These comments created several headlines on the subject:
England ‘may well end up with mandatory vaccines’ says top doctor The Telegraph
Mandatory vaccines could be introduced in England if officials fail to tackle falling immunisation rates, says Dame Sally Davies Daily Mail
The conversation then moved on, somewhat predictably, to Brexit, in the form of an ‘and finally’ question. And Dame Sally shared some stark opinions.
She said: “The health service and everyone has worked hard to prepare.
“But I say what I've said before, we cannot guarantee that there will not be shortages - not only of medicines but technology and gadgets and things.
"And there may be deaths, we can't guarantee there won't."
Asked if patients' lives are at risk, Dame Sally replied: "They are at risk."
Not surprisingly, these stark warnings also grabbed the headlines:
‘There may be deaths’ – No-deal Brexit warning from chief medical officer is starkest yet Huff Post
No deal Brexit could lead to deaths says Dame Daily Mail
‘There may be deaths’: No-deal Brexit medical shortages could put lives at risk, top doctor warns Independent
‘No-deal Brexit could lead to deaths in NHS, warns chief medical officer The Times
It was a similar story on social media.
The outgoing Chief Medical Officer for the UK, Dame Sally Davies, on The Today Programme just now saying that in the event of a no deal Brexit, no guarantee can be given that there won't be deaths.
— Graeme Scarth Lloyd (@ScarthLloyd) October 10, 2019
Former Chief Medical Officer Sally Davies on BBCToday on the Brexit medicine shortage question, firmly replying “People will die”. Unbelievable that our own government will bring us to this. #RevokeA50
— Jill Sutherland 🔶 (@Greyfingers) October 10, 2019
On the prospect of a no-deal Brexit, outgoing chief medical officer Dame Sally Davies says: "We cannot guarantee that there will not be shortages of medicines and technology - and there may be deaths, we can't guarantee there won't. (Patients' lives) are at risk." #r4today
— Kevin Schofield (@PolhomeEditor) October 10, 2019
Chief medical officer Prof Dame Sally Davies on medicine shortages in event of a no-deal Brexit: "There may be deaths, we can't say there won't be"
— Esther Webber (@estwebber) October 10, 2019
These headlines and posts are a timely reminder for spokespeople that what they say in broadcast interviews can gain far wider coverage.
But it also shows the risk of being drawn into discussing other subjects during an interview.
Sure, the call to ban snacking on public transport still generated headlines, but it is far from ideal for it to be competing for space with stories based on Dame Sally’s views about vaccinations and Brexit.
So how should these ‘and finally’ questions be handled?
On our media training courses, we stress the importance of spokespeople responding to these questions in a way that doesn’t detract from the main message.
The key is to briefly answer, or at least acknowledge the question - you can’t afford to appear to be dodging it - and then steer the conversation back to the subject you want to focus on.
It is also crucial that as part of their interview preparation spokespeople ensure they are familiar with the wider issues which are on the news agenda, particularly connected to their sector, and plan what they will say if the issue comes up.
If you are caught off-guard by an unexpected question, buy yourself some thinking time. A brief pause or a phrase like ‘that’s a good question’ – as long as it is used sparingly – can give you a few moments to gather your thoughts and plan how you are going to respond.
Ultimately, diluting your message by waxing lyrical about wider issues is going to do little to prevent people wolfing down the fast food on the train home.
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