If you’ve been reading these media training blogs you will know there has been a recent glut of interview walkouts.
Typically these have come after the pressure has been ramped up through a series of tough questions.
But the latest example is different – it happened in response to the first question.
Ashley Fox, a South West Conservative MEP, was asked why he did want to debate the EU referendum with a pro-Brexit Conservative MEP.
It initially appeared that Mr Fox was going to answer the question, but then he suddenly got up and left stating that he would “not play that stupid game”.
Viewers were then left with images of him removing his microphone and storming out of the room while his press officer could be heard telling the production team they had been “a bit naughty”.
As leading #Remainer Ashley Fox walks out of a #bbcsp interview we ask are the Tories too touchy about Blue vs Blue? pic.twitter.com/NqKymUTN5x
— Peter Henley (@BBCPeterH) May 15, 2016
You can watch a slightly longer version of the clip on the BBC News website. Now, we don’t know what was discussed or agreed before the cameras began rolling, but the press officer’s comment suggests they felt the question was 'off-limits'.
There are, however, ways to deal with unwanted and uncomfortable questions – including those you may regard as being off limits – which don’t result in this type of dramatic and memorable coverage.
The key thing to remember is that few people will remember what Mr Fox was asked. What they are much more likely to remember is that he stormed off when he was asked something he did not want to discuss.
Off-limits questions are really similar to the concept of being ‘off-the-record’ in that they don’t really exist.
Should you ever go off-the-record?
In the same way that a spokesperson can never be fully confident of really being ‘off-the-record’, there aren’t really any questions that are off-limits.
If a journalist believes it is a question that needs to be asked, is one their audience wants answers to, that cuts to the heart of the issue, or will get them the best story, then they will ask it. They will ask it even if it means they may end up burning bridges with that spokesperson and their organisation.
There’s even an argument that journalists like being told what is ‘off-limits’ because it makes it clear where the real story is. It's a bit like a spokesperson saying “don’t quote me on that” during a print interview – congratulations, you’ve probably just highlighted the most newsworthy part.
It is also worth remembering that if you ask a journalist not to ask a question about a particular issue, they may well report that they were prevented from discussing that subject. And that can make spokespeople appear defensive and, in some cases, guilty.
So how could this question have been better handled?
As we’ve stressed on many occasions in these media training blogs, maintaining composure is key – don’t give the journalist and the audience any indication you are rattled, even if you are uncomfortable with the question.
Walking out, criticising the reporter or attacking the question must all be avoided. Tackling difficult questions gracefully can play a significant part in ensuring they do not become the story.
Whether it is the first question, one that’s asked in the middle, or perhaps a curveball right at the end, remember that bridging is your friend.
Briefly answer, or at least acknowledge the question, then steer the conversation to more comfortable territory.
The bridging technique - how to get over that bridge
So, to go back to our example, Mr Fox could have said something like: “Debate is healthy and it is important to listen to opposing views, as I have done. I know that many of my colleagues have strong views on this particular issue and we have been debating it at length. But I think now it is really important that…”
The questions which appear to catch spokespeople out are often obvious and predictable, as well as almost always entirely valid, and can be easily tackled with a bit of anticipation and preparation. If you’ve turned down a debate with a colleague it is quite likely you will be asked why you have made that decision, even if you have made it clear that is not something you want to discuss.
My final point on this clip is that often spokespeople fall into the trap of feeling that a pre-recorded interview will help them. If they make a mistake the journalist won’t use that clip. If they make an even bigger mistake and walk out, the media won’t use that footage because it’s not a story. But that sort of thinking is wrong. This footage will invariably always be used because it is dramatic. If anything it only serves to elevate the story up the news agenda.
After all, what is the most exciting story, ‘MEP discusses Brexit’ or ‘MEP storms out of interview’?
So finally, how can you be sure that your spokesperson won’t walk out during a challenging media interview and create a completely different story from the one you and your organisation had hoped to achieve?
The key here is media training. Exposing them to tough questions from real journalists in a safe environment will show how they react under the most intense of pressures and help you fully trust them.
It will also give them a good understanding of what the media is looking for and the different elements of what makes something ‘newsworthy’.
And it will ensure they understand the risks and rewards of working with the media.
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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