Three of the UK’s most memorable media interview mistakes – is there anything we can still learn from them?
As Manchester’s go-to media trainers, we know how important it is to feel confident and prepared before a media interview. That’s why it’s our job to ensure you become a camera-ready spokesperson who doesn’t just make it through amedia interview, but ensures your message and voice cuts through in today’s world of 24/7 communications.
At High-Rise we know how to make sure that spokespeople are well prepared and perform at their best. With our help you can try to avoid the type of incidents we’ve highlighted below – when media interviews didn’t go quite to plan.
When you’re faced with your own media interview it might make you feel better by knowing that even professionals make bad mistakes sometimes – like in the three examples below.
1. ‘#fridgegate’ – when hiding from journalists went very, very wrong
In a disastrous attempt to avoid media questioning during the 2019 election campaign, former Prime Minister Boris Johnson infamously hid in a fridge to escape a TV interview with Good Morning Britain’s camera crew. A conservative aidewas also filmed swearing at a reporter whilst trying to prevent them from speaking to the former Tory Leader.
Johnson received backlash after the escapade, with ‘#fridgegate’ trending on social media across the UK. He was also criticised by public figures who branded his actions cowardly. The silly situation became a national meme during the height of the Conservative’s election campaign, and the attention largely overshadowed other public appearances Boris had made.
During media interviews, it’s important to remember you’re mainly addressing viewers at home, and not just the reporter and camera crew. How you are perceived by wider audiences is crucial to building a good rapport and strong reputation. Dodging questioning can seem inauthentic and evasive, making it an ineffective strategy. Instead, techniques like bridging can help to connect tricky questions to the key messages you and your organisation want to share.
Our media training also teaches that choosing your language wisely is crucial, and whilst it should go without saying, using profanities and expletives might not earn you the best reputation with the media. Swearing is highly unprofessional and detracts from your message; crafting a well-argued, polished statement makes a lot more sense. Getting it wrong could mean your interview is completely cut or edited in a bad light and impact perceptions of your organisation.
2. ‘Mind blank’ – if you are ill, think about if you are well enough to be doing the media interview at all
Then-Green party leader Natalie Bennett appeared on LBC radio in 2015 to discuss her party’s pledge to provide 500,000 more social rent homes in the UK. When questioned about funding by Nick Ferrari however, she was unable to answer his grilling and fumbled over her words with long and awkward silences.
Later talking about the interview, Bennett blamed a ‘mind blank’ and said she was suffering from a bad cold at the time which contributed to her ‘brain drain’ and poor performance. She had to apologise to her colleagues and supporters of her party for failing to positively present their policies.
The old adage ‘by failing to prepare, you are preparing to fail’ is true for a media interview – all too often they end in perceived ‘disaster’ with spokespeople forgetting their lines, key messages, and data to reinforce their point.
At High-Rise, an essential part of our media training is giving spokespeople the confidence to be able to answer questions relating to their area of expertise. Whilst we know media interviews can be highly stressful situations, staying composed under pressure and being able to deliver your key messages are invaluable skills.
Writing and practicing your answers before interviews will aid your memory and rehearsing key messages that align with your organisation’s goals will guarantee you get your point across clearly and confidently, without ‘umming’ and ‘ahhing’.
3. ‘BBC Dad’ – a fun reminder to pre-warn your family ahead of doing a media interview from home
COVID-19 brought its fair share of changes to the world of working, and in the media, money saving tactics for broadcasters. However, this change meant spokespeople were bringing their interview into the home, for potentially the first time.
During a live BBC News interview in 2019, Professor Robert Kelly was suddenly interrupted by his young children bursting into his home office and causing chaos on-air before they were ushered out of the room. While Professor Kelly remained calm and collected throughout, the clip inevitably went viral and caused much embarrassment for the family. Kelly worried repercussions from the incident would end his career as a political talking head, after earning the infamous nickname ‘BBC Dad’.
It’s important to ensure you have control over your environment during remote interviews. This includes silencing your mobile phone. Movement in your background, excessive mess or a very busy background can be distracting so spend a bit of time thinking about the image you want o project.
In our media training, our camera operator creates a realistic filming environment and virtual environment for you to practice media interviews and receive instant feedback on your performance. We explain the tricks of the trade, like positioning and framing, as well as offer professional guidance on what clothes to wear or how to style your hair and makeup, so you’re looking and feeling your best on-screen.
How High-Rise can help
At High-Rise, we’re experts in delivering media training for organisations of all shapes and sizes. Whether you’ve never been media trained before or simply need a refresher, our team are here to help.
With a team that includes former journalists, you can trust High-Rise to make sure that your company spokespeople are well prepared and perform at their best.
If you are thinking about booking media training call us on 0161 706 1618, email [email protected] or fill in our contact form here.