‘Don’t repeat negative language’ is something you will often hear our expert tutors say in our media training courses.
If you want to know why this is a message we repeat so passionately, look no further than the latest coverage of the Volkswagen crisis.
The car manufacturer has been in full blown crisis communications mode since September last year and the story is unlikely to go away any time soon.
In the latest instalment of the scandal, VW’s CEO Matthias Muller told journalists at the Detroit auto show ‘we are not a criminal brand or group’.
Mr Muller made the comment while trying to apologise to America for cheating diesel car emission tests.
But his apology got somewhat lost as the headlines, on both sides of the Atlantic, were dominated by his use of the term ‘criminal brand’. Here are a couple of examples:
Volkswagen CEO: ‘We are not a criminal brand’ – USA Today
‘We are not a criminal brand’: Volkswagen CEO defends under fire company in Detroit over emissions scandal – Daily Mail
No one wants their organisation to be associated with the word ‘criminal’ in the headlines of the global media – particularly when having been in crisis mode for so long.
Mr Muller had fallen foul of a much used journalistic trap, but he is far from alone. It’s a common pitfall.
Very often you will see a spokesperson repeat the negative phrases from a journalist’s question, even though they are trying to defend their organisation and rebut the accusation.
For example, a spokesperson may be asked: “This is very disappointing isn’t it? Aren’t you disappointed? The spokesperson answers: “I wouldn’t say it is disappointing….” But they just have, and the journalist’s negative language can now be attributed to them.
Whether it is broadcast or press, the reporter has a neat sound-bite with the spokesperson using the negative phrase.
Similarly, if they paraphrase you must be careful not to agree with their summary – unless you want to be quoted. A simple ‘yes’ and you are on record agreeing to their words. If your interview is being broadcast on TV you also need to be careful to avoid nodding your head during a negative question, otherwise it will again look like you agree.
Repeating negatives words is an easy trap to fall into because it is human nature to try to refute the allegation put to you.
The key is to mentally edit your response before you deliver it. Instead of repeating the negative language, use phrases like ‘on the contrary’, ‘I wouldn’t put it that way’, ‘you may say that – I would say’ or ‘what I would say is’ and move the answer on to your key message.
As ever, preparation is vital. Before your interview ask a colleague to go through the difficult questions you may be asked and focus on avoiding the negatives in your responses.
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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