How to avoid giving a 'car crash' interview

Three media interviews caught my eye in the last week. All are good case studies in how to be interviewed under pressure – either badly or very well.

It’s important to realise that what you say and how you carry yourself in a media interview are very important. There are consequences if it goes in the wrong direction. It can diminish the audience’s trust in you and who you represent, create confusion about what is actually true, and ultimately weaken your authority and damage your reputation.

Let’s start with Nadine Dorries MP on BBC Breakfast (5 February 2022):

What happened?

Nadine Dorries refused to engage with Charlie Stayt’s question: ‘Have you communicated with the Prime Minister in the last 24 hours?’ Responding with ‘Why? Why are you asking me that question?’ And the rest of the interview was just as awkward and uncomfortable to watch.

What can we learn from it?

• It’s important to engage with an interviewer’s actual question and not what you think they may be asking or trying to get to. This is a principle of good, clear communication – regardless of any agendas on either side. The audience will interpret any defensiveness on your part as a sign that you have something to hide. Understand the context of the news cycle to be prepared to answer questions that may crop up as a result.

• If you feel flustered or ‘thrown’ in an interview, take a deep breath, don’t be afraid to pause before you speak and it’ll help you to answer your next question with confidence and assuredness. Answer the question briefly and use the opportunity to segue to a key message or story that will help redirect the interview. One bad or awkward response from you will hopefully not kill the interview, but if you let things downward spiral it will soon be labelled a ‘car crash’ interview.

Next we have Kwarsi Kwarteng MP on BBC Politics (6 February 2022):

What happened?

Kwarsi Kwarteng is asked why Prime Minister Boris Johnson had claimed that the Government has cut crime by 14 per cent, when this was not true. Mr Kwarteng attempted to explain that this was because there are different types of crime and the Prime Minister was referring more to ‘personal injury and crime in relation to individuals’, not crimes such as fraud and cybercrime. However, his explanation was disjointed and garbled, lacking clarity and facts.

What can we learn from it?

• When you’re invited to be interviewed, be prepared as best you can with clear statements, messages and facts and understand that the media expect you to be an expert.

• Don’t try and fudge it when challenged on incorrect claims. The best thing to do in a situation like this is to be clear, honest and transparent – however hard that might be, and at whatever cost. If you don’t have the facts at hand, don’t be afraid to say so and say you can come back at a later date to clarify. Integrity builds trust and trust builds a relationship with your audience.

Our final example is somewhat different from the first two, but has a valuable lesson. It's Stephen Colbert on The Late Show with Stephen Colbert (4 February 2022):

What happened?

The pop star Dua Lipa was a guest on the Late Show with Stephen Colbert. They were discussing Dua’s upcoming podcast series and how she enjoys interviewing people. Stephen gave her the opportunity to ask him anything she wanted. She asks Stephen how his faith and his comedy overlap. Stephen’s on-the-spot response was a pithy, poignant and powerful testimony of his Christian faith.

What can we learn from it?

• As much as you are able, answer media questions authentically. Be authentic to your tone of voice, your message and your personality. Authenticity is the most compelling form of communication and is far more likely to engage those reading or listening.
  

At Jersey Road PR, we offer training in media interviews and crisis communications. If this is something you think you need, let us know and we can arrange to chat with you. Contact Theresa Stone our Training and Development Manager at [email protected].

Written by Andrew Horton, Head of Content, Jersey Road PR.