Dealing with the media

After nearly 30 years working in the media I thought it would be appropriate to make my first post about dealing with it. I've written mainly from the point of view of dealing with difficult, controversial and confrontational situations rather than features about your local model railway society or photography club but there is plenty of advice that can be applied across the board.

Before getting involved with the media be aware of the risks. People are often flattered by interest in them and often fail to consider the possible downsides. Do you want everyone to know your business? In the internet age even the smallest local newspaper story can end up online and be read by everyone. It could even get picked up by the national press or TV. Once you start the ball rolling, it is often difficult to stop it. If the subject matter is controversial are you prepared for the fact that some people, even those close to you, may look upon you disapprovingly? Have you considered the implications for your job if it is one where your boss may not welcome negative or controversial coverage of an employee? It may well be worth checking with them beforehand to see if they are happy with the situation. Also, consider the impact on your friends and family – they may have to carry the burden too. You may not care what people think of you, but what you do can affect people's attitudes towards others. Consider discussing any potentially sensitive subjects with them first. It is not fair for them to read something in print before hearing it from you. Remember, no one is forcing you to participate. If in doubt say no.

If you are approached, before committing to take part in an interview or programme find out as much as you can about the story as possible, including what angle they are coming at it from and, if possible, find out who else they might be approaching to contribute. Remember, not all journalists are dishonest, but a few are so do not be surprised if what appears in print is different from what you were led to believe might be published. Newspapers and television often tend to go with the sensational rather than the worthy. Also, even if a journalist has good intentions, they do not necessarily decide how a story will be presented. Their editor may well decide to take a very different approach and the journalist will have to comply with their wishes.

Also be aware of the reputation for bias of certain papers. You may start out with the thought that an article will reflect well on your cause if all the relevant facts are included but that is something you have no control over. As an extreme example, imagine you are a Labour activist doing an interview with the Daily Mail... you know what's probably going to happen.

Beware of newspaper traps. Very rare, but if a journalist quickly veers off the subject you agreed to speak to them about into areas you are not comfortable with consider asking them what is going on. Do not be afraid to call a halt to the interview if you are not satisfied with their explanation.

If you are participating in a TV programme in front of an audience ask about the make-up of it. A recent gender debate became notorious after organisers invited several notorious transphobes who proceeded to heckle the transgender members of the panel. In hindsight the heckling proved an own-goal as it was a turn-off for objective viewers, but, still, a potentially hostile audience is something to be aware of.

Also be prepared for the fact that TV companies have a tendency to try and create controversial and confrontational programmes rather than ones where any consensus is reached.

Do not be afraid to record an interview if you have concerns over accuracy. A journalist should have no issue with you using your own recording device.

Ask beforehand if you can see a copy of the story before it goes to press. Not everyone will agree to this but some might so it is worth asking the question. Make sure you ask before agreeing to the interview, not afterwards.

Off the record can often be an area of controversy. If something appears in print that you said was off the record then how can you prove it? It is your word against the journalist's unless you have recorded the interview. However, even if you can prove that it was off the record, that information that you did not want published is already out there and the damage is done. Consider whether you want to take the risk and have off the record conversations. Remember, also, that a journalist is not a friend that you are having a cosy chat with. Beware, especially in a comfortable and seemingly friendly situation, of straying into areas that you were not intending to talk about. If you say it, don't be surprised to see it in print.

Know your subject. Always assume that a journalist will have done their research and that members of a debate panel are fully clued up. Try and imagine what the most difficult potential questions you may face are and prepare your answers. If you are not prepared you will look exposed and, at worst, your participation will be regarded as a serious own-goal for the cause you are fighting.

Know your interviewer. A quick check on their previous articles and their social media accounts can give some indication of their views. If the interview is on TV watch some clips on YouTube to get an idea of their interviewing style - whether they tend to go for a thoughtful or more aggressive approach.

Know your opponent. For a debate format, follow a similar approach to familiarise yourself with others taking part. As well as giving you an indication of their views and what they may say this will also enable you to make a note of any controversial quotes etc that can be used against them.

Be aware of your own past. In the internet age things rarely disappear, even if you have deleted them. If you have made controversial comments in the past be aware that they may resurface and have a suitable defence ready.

Sometimes the way you say something is as important as what you say. An arrogant tone and hostile and bullying body language will be turn-off, no matter how reasoned your argument. Try and stay calm, no matter how hostile the questioning. Do not lower yourself to the level of others. Rise above insults and provocation. If you do, you will come across as the reasonable one.

Be confident. In a TV situation make eye contact as you answer someone's question. Negative body language will have a negative impact on how people see you and reflect badly on your cause. If you are not confident, consider if you really want to participate.

Consider your appearance. You are not going to a cocktail party or a trashy nightclub. You generally can't go wrong with smart casual although consider a suit depending on the subject matter and the impression you wish to create.

Remember, in a debate situation you are not trying to win over your opponent. You will not change the outlook of those with entrenched views. The people you are trying to win over are the audience by debunking your opponent's arguments and showing the reasonableness and decency of your stance.

Remember that a TV viewer may not know your opponent as well as you do. Even the most vile internet troll can try and put on a more pleasant persona in front of a camera and attempt to come across like a reasonable human being. Having the details of a few of their worst excesses at hand to educate the audience as to their true nature – without coming across as vindictive or bullying – can sometimes be useful.

Tailor your answers to your audience. TV and print are very different mediums. A long-winded answer that appears in a magazine may not work as well in a fast-paced TV debate format.

Remember that you are presenting an argument to an audience who may be largely ignorant of the subject, especially if it is a niche cause. It is easy to lose track of that. Do not be afraid to simplify without being patronising.

In extreme circumstances do not be afraid to walk away. However, this is very much a nuclear option reserved for situations that you feel are abusive and insulting. Robust but fair questioning does not qualify. Remember, though, that there is a very fine line between a viewer thinking 'That interviewer was out of order' and 'That interviewee really looked silly throwing her toys out of the pram'. Often refusing to walk away from a bully can also work in your favour, letting them expose their true nature. Bullying does not play well with an audience who will often have more sympathy for those on the receiving end of it. Also, by walking away you will be giving your opponent free rein to express their views without challenge.

Finally, think about how things will play beyond your published interview or TV appearance. People will use what you say on social media for their own ends, often taking quotes completely out of context. It is almost impossible to police this.

#media #newspapers #television #journalist #interview