Walking out on TV Media Interview
By Doug Weller
Ever since the much-publicised Four Corners www.abc.net.au/news/programs
interview walkout by former Woolworths www.woolworths.com.au CEO Brad Banducci, Crisis Media Training course participants have asked me – what happened?
The short answer is, I don’t know.
But I do know it’s not the first time a high-level executive has walked out of a TV media interview and it probably won’t be the last.
Here is the relevant part of that media interview and subsequent discussion on ABC News Breakfast. https://shorturl.at/UQFFi
All high-pressure media interviews are different, so it’s impossible to pinpoint the exact reason why these walkouts occur.
But there are actions a media interviewee can take to minimise the possibility of it happening in their media interview situation.
HOW OUR BODY REACTS TO PRESSURE
It’s important to understand how our body can react when put under pressure. www.healthdirect.gov.au/stress
I have prepared many high level executives for challenging media interviews. Very few look forward to the experience, so well before the interview begins, the pressure is on.
Their reputation and the reputation of their company are at risk.
Many view the upcoming interview as a battle – that is the first mistake!
Every media interview should be viewed as an opportunity to either speak positively and proudly about your organisation, its people and your initiatives or as an opportunity to defend the company during a crisis.
Pressured media interviews or any media interviews during a crisis should be viewed as an opportunity to explain your position – set the record straight.
PREPARATION IS THE KEY
Preparing with the communications team is crucial. From my experience many high level executives, often due to time pressures, don’t prepare or don’t do enough preparation with their communications professionals before the media interview.
Part of that preparation is testing the key messages in an out-loud rehearsal. This helps refine the messages and increase confidence and a sense of control.
POSITIVE SELFTALK
CEO’s and executives are obviously expected to be at the top of their game, but they are like us all in that they have good days and bad days. They may have issues at work or in their personal lives.
There may be occasions during a crisis when it might be better to consider another media spokesperson or even postpone the interview.
Something many successful media spokespeople do before any media interview is undergo positive self-talk.
No one should go into a media interview, pressured or otherwise, in a ‘survival mode’ headspace. Media spokespeople should be prepared and determined to ‘nail’ their media interview.
CONCLUSION
Every media interview is an opportunity. Interviewees must do as much preparation as possible with the communications team beforehand, be very clear on the messages they wish to deliver and how best to deliver them – and prepare as much as possible for any out-of-left-field questions.
If it’s a TV media interview, appropriate attire is essential to send positive visual messages and boost confidence.
If the media interview is tough, media spokespeople must never walk out.
The interview will end and the spokesperson just needs to stay the course, display empathy, stay focused on the key messages and remain calm and professional.
Other points about dealing with Crisis Media Communications situations can be found in this Corporate Media Services link:
www.corporatemediaservices.com.au/media-training-courses/crisis-media-communications-training
Other Corporate Media Services blogs covering Crisis Media Communications situations can be found in the links below:
www.corporatemediaservices.com.au/blog/crisis-communications/
www.corporatemediaservices.com.au/blog/united-airlines-crisis-response-epic-mistake
Information Only
Any information presented on our website is general. It is not a substitute for professional advice.
Further Assistance
To get the most from your media opportunities and avoid the danger zones, contact Corporate Media Services for more information about our training programs and media consultancy services.
All Corporate Media Services training courses can be conducted online.
For information and bookings please call 1300 737 913 or Director, Doug Weller 0412 298 905.