Tag Archives: interviews

How did Miliband repeat himself like this?

Have a look at the video above. It’s only a couple of minutes long. It’s Labour Party leader Ed Miliband, repeating himself and making the same point over and over again.

I show this to media training candidates and ask them what’s going on. Sometimes they respond: Miliband is an idiot.

So let’s leave party politics at the door for a moment. Let’s just assume the likelihood is that after May we will have one of two possible people as Prime Minister, and one of them is in the clip above. Even if he loses, becoming the second-likeliest Prime Minister after May isn’t something you achieve by being thick.

So what really happened? I wasn’t there but I can guess.

Find out about the interview

One excellent piece of advice I’ve heard a number of times is that people should find out about how a broadcast interview they give will be used. Ask the journalist: will you be using just my best quote or will you be putting everything out there, the full three minutes?

If it’s “just the best” then the standard advice is, no matter what the question, get your key messages out there.

This, I suspect, is what Miliband and his advisors were told before the above interview took place. So he’s dutifully brought every answer around to his central point; the strikes are wrong when talks are ongoing but the Government has behaved irresponsibly (disagree if you wish, but he’s expressing his view well).

The problem – and the refinement I’d add – is that someone, somewhere, will have a copy of all the repetitious responses and has the power to make you look (technical term coming up) a muppet. This is what someone’s done to Miliband above; according to some of the labels on YouTube it appeared in this form on Charlie Brooker’s Screen Wipe, a comedy/satire programme. They’ve just shown the unedited version with all of the identikit answers, and it looks absurd.

So what can you do to avoid this? In the context of a comedy programme Miliband still looks a fool; decontextualised he looks even more so. I’ve seen this circulated on social media without any reference to the comedy programme by people who genuinely get the impression that Miliband doesn’t realise he’s repeating himself. Don’t let this happen to you.

My suggestion to my media training candidates is that they answer the question. Prepare more than one message you need to get into an interview and push different ones. Respond to the questions rather than use them as cues for your spiel. They’ll naturally be different. You can still make your point.

You should end up with your message getting out there just as you’d hoped, but if someone gets hold of the unedited version then hopefully you won’t look quite as absurd as Mr. Miliband does in the clip.

It’s not his fault. He’s been manipulated for comic effect. However, by varying your responses, you can ensure the same thing doesn’t happen to you.

Details of Guy Clapperton’s media training course can be found by clicking here.

No you can’t check my copy

A major bugbear for a lot of journalists, which comes up often in my media training sessions, is that people want to check what we’ve written before it appears in print. They then get quite puzzled when the answer is a polite but firm “no”.

There are a number of reasons journalists won’t and shouldn’t show you an entire article before it appears. I should make it clear that this is about independent journalism rather than sponsored articles and supplements – when you’re paying it’s a different matter.

I wish I hadn’t said that

My first journalist assignment, some 27 years ago, was to write a piece for a small magazine given away free in W. H. Smiths, to publicise releases of CDs and videos (this was pre-DVD). It was 1988, it was the 25th anniversary of Doctor Who and I was briefed to talk to as many of the leading men as I could.

I remember Colin Baker in particular and will always be grateful to him as the first interviewee to give me a break, particularly given the circumstances under which he’d left the part. He gave me time on the phone and was terrific. Being new, I sent him the quotes to check and he changed something from a story about what brought him into the “eyes” of the Doctor Who team to what brought him into the “world” of Doctor Who.

Now, I’m not precious. This didn’t matter a jot and the piece was fine (where “fine” means bland “first attempt at journalism written by a star-struck fanboy”, but that’s a different issue). However, it does illustrate that many people when checking things will come back to what they wish had happened, what they might have said with hindsight. That’s not the function of journalism.

A few years later I was working on a computer trade publication and a guy setting up a computer manufacturer laid into people who spent a fortune on machines from IBM, Compaq and others. I wrote the piece and he called back, deciding he’d been unwise to tilt at those particular windmills. I told him it was too late (which was true), the page had gone – and anyway, he’d said it, unprompted. It’s our job as journalists to offer the truth about what was said, and also some insight – and this doesn’t mean giving an interviewee the opportunity to backpedal.


The only real exceptions are those in which there’s only one possible interviewee. Ironically, although he didn’t insist (and I suspect he wouldn’t), Colin Baker was among the few who could have demanded copy approval because at that point there were only five people alive who could give me an interview about being the Doctor on TV. If he’d said “not without copy approval” then I’d have had nowhere else to go. The example I use in media training sessions is that if I wanted an interview with Lady Gaga there’s only one person in the world who can grant it to me, so her terms would have to stand (I have no idea whether she insists on approval or whatever).

For others, particularly in business journalism, journalists are primed to resist copy approval, as it’s called. There are practical reasons too:

  • There is never enough time. You want to approve your quotes, fine; your comms department has to approve them too, less fine, because you’re building in layers of process we can’t accommodate.
  • The sub-editors and others in our process might change the quotes. Not with any malice but if a piece is overrunning by a line and we can fix it by cutting your words without damaging the sense, we might just (I’d resist this on the grounds of accuracy and change my words instead, but I’ve seen it done).

So those are genuine practical reasons not to allow copy approval, and that’s before we get onto the people who believe we’re part of their marketing department and therefore they should be allowed to “correct” any reviews we might write that don’t concur that their product or service is the best in the universe, ever.

Information on Guy Clapperton’s media training sessions is available by clicking here.

Deal with a journalist

Today I’ll be media training – by the time you read this I’ll be on the train en route to Cardiff. It will take me as long to get there as it did to reach Warsaw last week.

A few things come up quite frequently when I’m facilitating these sessions so here are some quick tips to make your media engagements pay better. All are based on experiences I’ve had in genuine press interviews:

  • Prepare but don’t overthink. People who have no idea what they need to get out of an interview and subsequent coverage have no way of measuring their success or lack thereof. However, I’ve run sessions in which, after a dummy interview, the client feeds back “I wondered what was behind the question”. Usually the answer is “nothing, I just thought the readers would be interested”, but people tie themselves in knots nonetheless.
  • Don’t assume the journalist works for you. I’ve had people call me after interviews and attempt to withdraw their quotes. You can’t actually un-say things and as long as I’ve identified myself as a journalist and obtained an accurate quote honestly I’m within my rights to use it. You can amend what you’ve said in marketing documents; an interview with a journalist isn’t one of them.
  • Related point: An interview isn’t an advert for your company. It’s independent so if you’re going to claim to be a market leader, number one in your field or anything related, expect to be asked for evidence.
  • Part of your preparation should be to reserve enough time to do the interview justice. Have a look at this video; it’s a disaster, fair enough, but if the cafe owner had been concentrating on the interview he could have done a great deal better.
  • A final related point is to work out the likely questions in advance. The video above is a terrible example; in a poor area of course someone’s going to ask about serving the local market. A prepared answer about offering a poverty-hit area jobs would have neutralised the issue completely. Instead we get a defensive reaction that does the interviewee no favours at all.

For information about my media training service please feel free to click on my media training page.

No I won’t go off the record

If there’s one thing I could change about so, so many of the interviewees I’ve met over the years as a journalist then it’s the jack-the-lad thing of telling me something off the record.

So, who are your key customers, I ask. Well, we’re about to sign someone big, comes the reply. I can tell you off the record.

I find this peculiar. I’ve identified myself as a journalist, why would you want to tell me something I can’t repeat? To ingratiate yourself perhaps – although why anyone thinks I’m going to be shouting “whoopee, a story I can’t sell or use” is beyond me.

Here are some unpleasant truths about “off the record”. They are why I always advise my media training candidates against even thinking about it.

Nobody understands it correctly. Oh all right, that’s an exaggeration, but some people don’t. Many years ago I worked on a computer trade magazine. Someone once told me, when I asked them a question, whether they could go off the record. I agreed, assuming I could write the story with “sources close to the company said…” and was stunned when the bloke who’d told me every fact I’d printed called up and demanded to know the source. I told him I’d never disclose a source but since it was he who’d told me everything I’d make an exception. He was livid; to him, “off the record” meant (correctly I now believe) “don’t use it at all”. I’d assumed it meant “unattributable”, an arrangement with which other sources had always seemed comfortable.

The counter-example from years ago was when John Lennon told a journalist off the record that he was leaving the Beatles. The journalist didn’t report it and Lennon was livid when Paul McCartney came to the same decision and it was all over the press – Lennon phoned the journalist and asked why on earth he hadn’t reported? “It was off the record”, came the slightly weak response.

So, what do you understand by “off the record” – and are you positive the journalist understands the same thing?

I may not be trustworthy. You might think I’m a nice man. I probably am. But I’m a journalist and am hungry for stories so if you tell me something very important that’s off the record, I have a decision to make and it may not end up in your favour. Or there’s the other reason not to trust me; I might make an honest mistake and forget a particular comment or fact was off the record. Why would you assume otherwise?

I don’t work for you. This is the killer, for me anyway. I don’t actually work for you, so why would I want to help manage the timing of your news announcements? This isn’t supposed to sound aggressive (although it probably does) – but seriously, why am I expected effectively to manage your press schedule?

Those are only a handful of the reasons why, if I’m interviewing you and you say “well, off the record…” I’ll stop you and ask for something I can use instead. If we both know we were on the record the whole time, neither of us has to do any mental juggling – it might sound a bit strict but honestly, it’s a load easier in the end.

I always advise my media training candidates that “off the record” doesn’t exist. That way it won’t catch them out later.

Information on my media training service is here. My thanks to Kate Warwick of PR Savvy for reminding me to have a rant about this subject!

“No comment” and other things you thought were a good idea

In media training yesterday I went through the usual things – with a strong candidate who had no experience talking with the press. He absorbed the lot, processing it by having to know the reason for everything, and the day was an absolute pleasure as a result.

One of the many things he queried then accepted was the idea of never saying “no comment”. He’d heard this and seen it and thought it should be acceptable.

I could see why, but have another think. If a journalist asks someone “do you beat your partner” and they respond “no comment”, does that look like a denial or a dodge? Loads of people will assume violence is indeed happening.

There are a number of techniques to get away from awkward or impossible areas, but “no comment” isn’t one of them. It always sounds defensive, and gives us (the journalists) an option to say you declined to comment on (fill in the sensitive issue of your choice here). Far better to bridge into something else if you can. “That’s an important issue but what’s really bothering our customers is…” or “There are always different views, but our focus is…” and then carry on with the point you needed to make.

Other misconceptions

Popular media has ironically given rise to a number of other bad ideas about the “rules” governing the press. Here are a few, and I’ll put more on future blog entries as they occur to me:

  • Saying “allegedly” means you can say anything. No you can’t, the libel laws apply to allegations – that’s the whole point. “Have I Got News For You” has used “allegedly” for comic effect – tell me I’m a thief, allegedly, and I can still sue.
  • You can instruct a journalist not to use a quote after you’ve said it. No, in the UK at least it’s our job to report what was said and to be accurate. We’re not your PR department so you don’t get to vet your quotes afterwards and amend them to reflect what you wish you’d said instead.
  • If you’re a blogger you can speak without the constraints of libel laws. Actually you’re covered by the same restraints that protect everybody else; your subject may decide you probably have insufficient funds to make it worth suing you, but that’s their decision and not something based on any extra rights you might have.

I’d welcome any other examples as comments.

Information on my media training sessions is here – get in touch any time if you have any questions.