As you’ll see from the pic, I’m working away from home today – once a week I try to work at the IoD, of which I’m a member. I can do this because I’m self-employed. In other words I work for myself, or more realistically for a series of clients; what I don’t do generally is to work for the people I’m interviewing.
This can come as a surprise to some of them. A while ago I explained why I won’t show people my copy in advance (and nor should any journalist); some of the expectation that people should be able to do just that appears to come from the belief that we as journalists are part of an overall marketing machine.
Movies are the worst
There was an incident just recently in which director Quentin Tarantino threw a bit of a wobbly in a Channel 4 News interview because they were asking questions he didn’t like and this was supposed to be, he believed, an advertisement for his movie.
Uh-uh. No it’s not. It’s independent journalism.
It gets worse when a handful – a minority, I suggest – of PR people fail to manage expectations. Someone must have advised Tarantino to expect an advert for his film; it wouldn’t have been a journalist and particularly not one from Channel 4 News. And yet it’s mostly the hack that gets it in the neck when things are perceived to have gone “wrong” in this way. It’s a free country, we’re allowed to ask what we want, and yet we still get people thinking they can prohibit certain areas. Of course you’re free not to answer, that’s as much your right as it’s ours to ask.
It can be useful to learn a few bridging phrases:
“That’s not a point of view I hear from my customers. What they’re saying is…”
“Our experience actually reflects something different…”
Or in Tarantino’s case, “What really matters is what the public thinks of the movie, and so far reception has been good…” would have been pretty unarguable.
Instead, the suggestion that we’re doing something wrong in not acting as an extension of someone’s marketing department gets in the way and people feel we’re being obstructive when actually we’re just doing our job.
I’ll finish with a truly awful example of someone who thinks it’s their interview rather than an independent event in which the journalist can ask what they like. Again, it’s from Channel 4 News; consider what a bridging phrase or reference to the packed premises full of happy customers might have achieved. For information on my media training offering, click here after wincing at the video.