There are three exchanges with journalists that we want to highlight in today’s media training blog.
Each one has been damaging and resulted in negative media coverage and social media posts. If it was still Halloween we might have been tempted to describe them as a horror show.
And they are all mistakes that everyone who deals with journalists can learn from.
The bad
Our first example came after the budget.
Now, the airtime is always filled with politicians giving their thoughts after the Chancellor has spoken.
But one stood out for me.
Ian Blackford, the SNP’s Westminster leader, was appearing on BBC Scotland when his interview descended into something of a disaster.
As the pressure was ramped up by reporter Gary Robertson, Mr Blackford lashed out at the line of questioning. He described the questions as ‘ridiculous’ and accused the reporter of ‘insulting’ him.
Here is the exchange:
Robertson: “So you have no interest in how the Scottish Government’s policies impact your constituents?”
Blackford: “This is a ridiculous question, of course I do, frankly that’s just insulting.
Robertson: “But you just said you go to Westminster to hold the Westminster government to account and you don’t hold the Scottish Government to account…
Blackford: “I really have to say to you, for your audience I don’t think this is interesting and if you think this is the way to conduct an interview…
Robertson: “Your view on tax cuts is not interesting to our audience?”
The Scottish Daily Mail described the interview as a ‘car crash’ and many social media users agreed:
@BBCGaryR great interview this morning with Ian Blackford noticed he didn’t answer your questions especially around tax cuts
— Matthew Hunt (@MatthewHunt15) October 30, 2018
Ian Blackford ... a car crash of an interview on Radio Scotland. pic.twitter.com/wkoWzPCw91
— Kenny (@piltonjambo) October 31, 2018
It serves as another reminder of the importance of spokespeople staying composed and calm even when under pressure or when the interview feels hostile. We tell delegates on our media training courses that criticising the questions or the journalist only shows frustration and suggests unease.
The weird
A somewhat more bizarre example of what not to say to journalists came from America during what should have been a routine press conference.
Matt Patricia, head coach of the Detroit Lions American football team, was speaking to the media when he was asked about the trade of a star player to another team.
And he snapped when the reporter had the audacity to ask a fairly straightforward question about the move, strangely attacking the journalist’s posture.
Here is the transcript:
Reporter: "Why do you think this move makes your franchise better?"
Patricia: "Ah, well, you know. Do me a favour just kinda sit up, just like, have a little respect for the process. Every day you come and ask me questions and you're just kinda like you know, 'gimme this.' "
Reporter: "I'm sitting ..."
Patricia: "I'm asking just to be a little respectful in this whole process."
Reporter: "Okay, that's fine."
Patricia: "So ask me a question professionally and I'll answer it for you."
Reporter: "Okay. Why do you feel like this move makes your franchise better?"
For those who don't know Mr Patricia, most of his press conferences are carried out in a hooded top and baseball cap, which he sometimes accessories with a pencil tucked behind his ear.
The outburst is all the more bizarre considering it was a predictable question.
If Mr Patricia has had any media training he surely must have known he was going to face questions like that and should have worked out a way to respond to them without attacking or criticising the reporter. Either that, or he is just really concerned about lower back injuries.
It was by all accounts his only outburst during the press conference, but it grabbed the headlines and added to the impression of a coach being under-pressure.
Matt Patricia snaps at reporter for posture during news conference USA Today
Matt Patricia halts press conference to scold a reporter’s postureNew York Post
Matt Patricia scolds reporter’s posture: ‘Have a little respect for the process’ Sports Illustrated
Lions' coach Matt Patricia, whose team is terrible, is focused on a reporter's posture.
— Theo Keith (@TheoKeith) October 31, 2018
Classy.https://t.co/WX2rhTEqiq
A guy who wears a hoodie to a press conference doesn't get to claim others aren't being respectful or professional. https://t.co/N9gtuXiItv
— Jeff Pappone 🇨🇦 (@jpappone) October 31, 2018
The ugly
The final example of how not to interact with a reporter came not during an interview, but in response to a pitch.
Waitrose Food editor William Sitwell responded to a freelance journalist’s suggestion of some features on plant-based recipes with an entirely different idea.
He replied to Selene Nelson’s email by saying: “Thanks for this. How about a series on killing vegans, one by one. Ways to trap them? How to interrogate them properly? Expose their hypocrisy? Force-feed them meat?”
The private response was published by the BuzzFeed website and resulted in a social media storm and negative headlines.
Waitrose magazine editor sparks outrage as he suggests ‘killing vegans’ Evening standard
Waitrose in a stew over ‘kill vegans’ rant The Times
Waitrose magazine editor causes outrage by joking about ‘killing vegans’ The Telegraph
‘Killing vegans’ response from Waitrose magazine editor BBC News
The email exchange, which came just before the supermarket was due to publish a report on how the UK is turning vegan, cost Mr Sitwell his job. It was announced on Wednesday that he had resigned.
It is hard not to feel some sympathy for him. But just like off-the-cuff comments in speeches and flippant social media posts, it shows how fast and how far ‘jokes’ and outbursts can travel if people take offence.
And you would also expect someone who has worked in the media for such a long period of time to know that everything you say to a journalist can be reported.
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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