A recent article in the Columbia Journalism Review implied that
"media trained" executives may have the upper hand in interviews
with journalists. Based upon two recent high- profile interviews --
with subjects who should have been prepared -- it's clear that at
least a few journalists haven't lost their game.
Each example demonstrates a specific interviewing technique that
a more prepared spokesperson could have worked with.
Take dismissed New York Times reporter Jayson Blair, who opted
to try his hand on the media circuit to promote his version
("Burning Down My Master's House") of what occurred at the Times
that led to Blair's firing. At a critical point in a "Dateline"
interview, Katie Couric resorted to the famous "pause" technique.
She just sat quietly as Blair finished an answer. After what must
have seemed like an eternity -- with no additional question from
the Couric -- Blair blurted out additional information that didn't
exactly help his case.
Here's the exchange:
Couric: "From here on out, the name Jayson Blair will represent
one of the ugliest and most embarrassing chapters in the history of
The New York Times."
Blair: "Correct." PAUSE for 2 or 3 seconds. "It's not what I
ever intended. It's not what I wanted."
What should have Jayson Blair said? He should have kept his
mouth shut. If he was really uncomfortable, he could have added,
"Katie, I hope that answers your question." Were the comments more
damaging than what he had already said? That's for the viewer to
decide.
Most of the time, when a journalist pauses - whether over the
phone or in person - he or she is either writing down a response or
looking at notes for the next question. It's a benign moment that
can make the spokesperson uncomfortable. But much like law
enforcement interrogators, managers and even parents, reporters
know that silence can make a subject uncomfortable. And
occasionally, the spokesperson, like Jayson Blair, will blurt out
something they wish they hadn't said.
Another interview technique is the "baited trap," which was
employed by CBS correspondent Leslie Stahl in a "60 Minutes"
interview concerning comments by former counterterrorism official
Richard Clarke that were critical of the Bush administration's
response to terrorism. To respond to some of Clarke's allegations,
the White House offered Deputy National Security Advisor Stephen
Hadley.
Stahl baited the trap by asking Hadley about a specific
conversation that Clarke said had occurred between himself and
President Bush. Stahl may have had a hunch that Hadley wouldn't say
very much so she didn't mention her sources for this information.
Hadley apparently took a calculated risk, figuring that it was a
"he said, he said" version of the facts, and said: "We cannot find
evidence that this conversation between Mr. Clarke and the
President ever occurred."
A well-prepared Stahl then countered that she had two sources,
including "an actual witness," who told CBS independently of each
other that the encounter happened. Hadley responded, "Look, I stand
on what I said."
The better response: be prepared, don't make up information, and
don't fudge.
In contrast to high-profile officials who could have anticipated
an interview technique or question, the aforementioned Clarke was
prepared for his interview with CBS and testimony before the
independent panel investigting the 9-11 attacks. Views on Clarke
have tended to be split on party lines, but few dispute his
intensity and passion. In fact, his oft-cited quote at the hearings
was not an off-the-cuff remark. "Your government failed you. Those
entrusted with protecting you failed you. And I failed you." He
told Time that he had written that statement in the middle of the
night prior to his testimony. Clarke succeeded, in part, because of
the emotional way he delivered his comments. He also didn't fall
for the A/B trap -- pick just one of two choices - from Republican
panelist James Thompson, "We have your book, and we have your press
briefing...which is true?"
By Andy Gilman, president of Washington, DC-based CommCore
Consulting. He can be reached at 202.659.4177; [email protected]
We Can Dance
Most interviews with journalists are straightforward exchanges.
The dance starts with a reporter asking questions, actually looking
for facts, information a good quote and/or perspective from a
source or spokesperson. The "tricks" tend to come out when a
reporter doesn't make any headway on his/her agenda, or the
spokesperson appears defensive or evasive.
Techniques to watch for include:
- The Pause: Don't fall for it. It's okay to be silent.
- Baited Trap: Be prepared. Don't try to fudge.
- A/B Dilemma: The answer might legitimately be A or B, but it
could be C or neither. - Hypotheticals: Don't speculate on what you don't know or what
could happen, unless it serves your purpose. - Bashing: Don't knock on the competition in the media. It
usually backfires.
Source: Andy Gilman/CommCore Consulting