In any media interview you may face questions you don’t particularly want to answer or that you find frustrating.
After all, the journalist is under no obligation to ask questions which will simply tee you up for the main message you want to get across.
The key is not to let that annoyance show and to control and steer the interview through media training techniques like bridging.
Unfortunately, one particular spokesperson we saw this week was not able to hide his complete disdain at a particular line of questioning.
It came as Australia Prime Minister Malcolm Turnbull faced a question about why he had only appeared alongside male MPs during a visit to Queensland.
But it was not Mr Turnbull who slipped up.
Instead it was MP Luke Howarth, standing behind the Prime Minister at the press conference, who could be heard uttering the ‘f-bomb’ as the question was posed.
.@LukeHowarthMP might have let slip on hearing a question to the PM from Sky News reporter @jacksonw____ . More: https://t.co/5gtACJ8mwQ pic.twitter.com/sshd4aT7xh
— Sky News Australia (@SkyNewsAust) September 21, 2017
Mr Howarth is of course far from the first politician to have mumbled comments not intended for broadcast picked up by microphones – we can probably all remember Gordon Brown’s ‘bigoted woman’ outburst during the 2010 general election.
But by showing, and more importantly, voicing his frustration he completely stole the media focus and created a number of damaging headlines which put his party on the back foot. Here are a few examples of how it was reported:
'OH THIS F***': A government MP reacts when Malcolm Turnbull is asked about more women in Queensland politics Business Insider
'Oh, f*** this': The awkward moment a Liberal MP is caught swearing under his breath as Malcolm Turnbull is asked about women in parliament Daily Mail
'This is f---ed': Microphone catches male MP swearing when asked about women in Liberal Party Sydney Morning Herald
The social media reaction was not any more favourable:
An important question is asked about women in politics - Member for Petrie Luke Howarth scoffs and swears: https://t.co/0YA7A2HMDk
— Tahlia Roy (@TahliaRoy) September 21, 2017
LNP's Luke Howarth drops f-bomb at press event with Prime Minister, when asked low female MP numbers https://t.co/xLbY1qfBqg
— Emilia Terzon (@EmiliaTerzon) September 21, 2017
The comment forced Mr Howarth into a hasty apology where he admitted his error had been caused by his frustration, at what he thought to be an ‘unfair’ question, getting the better of him. He told reporters: “'I said it under my breath because I was frustrated at the question so I'm guilty. I'm sorry if people heard it.
“I guess I was just frustrated that someone asked a question like that. Even though I wasn't in front of the microphone I shouldn't have said it.
“I just think it's an unfair question.”
Frustration with questions – regardless of whether it involves swearing - is a real hazard for media spokespeople and is something we discuss on our media training courses. Often a spokesperson will begin to get irritated when they feel the journalist is focusing on one particular area – away from the subject they really want to discuss - or when they face repeated questions on the same issue.
The key is to remain composed and not let this frustration show. When a spokesperson does become visibly frustrated it often suggests they are uncomfortable with the line of questioning and that they may have something to hide. This will only cause the journalist to pursue that approach.
Additionally audiences are much more likely to remain sympathetic to a spokesperson who remains calm and composed.
The other key lesson is that when you are being interviewed on radio, television or even Skype, don’t say anything you would not want your audience to hear. You are ‘on’ as soon as you enter a studio or appear at a press conference, regardless of whether you think microphones have not been turned on or believe that you are out of range.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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