Even professionals make media training mistakes.
Over the years, I’ve media-trained lots of executives and politicians.
Talking with reporters, especially in tense situations, is difficult. What official spokespersons often do is take what public relations advice they’ve been given — and then they sometimes take it too far.
Here we go:
Classic Media Training Mistakes
Classic Media Training Mistakes
Standing before a camera or a microphone can be stressful, especially during a crisis. Therefore, many leaders, politicians, and communication professionals invest in professional media training.
However, media training isn’t a magical fix.
Media training mistakes.
Media training can be taken too far.
Answers Without Substance
Typical media training advice: If the reporter asks, “Is it unsafe to work for you?” You often can’t say ‘yes.’ Just because it was unsafe once at one location doesn’t mean all related work environments are unsafe. You can’t say ‘no,’ either. It was unsafe in this specific situation. You’re being cornered! The only thing you can do is focus on what you actually can say.
How this advice backfires: Being “media trained,” a spokesperson can get over-confident in their abilities. And so, they believe that they can get away with card-stacking and talking themselves out of the situation. Reporters are trained to spot this behaviour, and instead of letting the spokesperson off the hook, they start probing even harder.
What to do instead: Prepare your Q&A better. You must have something of substance to say before entering the interview situation. Even if you could talk out of a tricky question without saying anything of substance, the audience will dislike you for avoiding the question.
Exaggerating the Bridge Technique
Typical media training advice: Use the bridge technique. While unable or unwilling to accept the fundamentals of the question, the interviewee can add context, and by doing so, it’s often possible to slide over to prepared statements and talking points. 1Silfwer, J. (2022, June 28). Media Spokesperson Training: Get Your Message Across. Doctor Spin | The PR Blog. https://doctorspin.net/media-spokesperson/
How this advice backfires: It’s easy to grasp the mechanics of the bridge technique. The reporter asks a question, doesn’t answer it, and then discusses what you want to highlight. Too often, media-trained spokespeople take this technique way too far. It’s impolite at best and doesn’t look good on camera.
What to do instead: When you’ve answered a question, adding additional context or insight into your initiative can be helpful to the reporter. But always ensure you add context or insight relevant to the original question.
Parrotting Your Key Message
Typical media training advice: Prepare a shortlist with key statements you want to convey. These statements will help when pressed by a reporter.
How this advice backfires: At times, media-trained spokespersons might decide to repeat their prepared statements word-for-word, over and over again. An irritated reporter could quickly punish you by airing this type of “parrot behaviour” — and it’ll be terrible both on camera and in audio. 2Silfwer, J. (2020, May 23). Corporate Cringe. Doctor Spin | The PR Blog. https://doctorspin.net/corporate-cringe/
What to do instead: Write down single words to represent your intended talking points, and remember these instead of actual phrases. Don’t memorise word-for-word statements. And most importantly, don’t say the same thing repeatedly.
Staring Down the Reporter
Typical media training advice: Most journalists use a common trick to remain silent instead of firing another question. For most people, this silence is awkward and unpleasant. To escape this unpleasantness, they start talking aimlessly. The rule of thumb is to be comfortable and allow for a little quiet now and then.
How this advice backfires: Allowing for silence is essential, but you do not need to sit there and stare intensely for 30 seconds. Because this doesn’t look good, either. Many media-trained spokespersons apply this advice by triumphantly trying to stare down the reporter.
What to do instead: If the reporter is serious about staying quiet for a long time, carefully use the bridge technique to add more context and insight. But take a few moments in silence to think about what you’ll say before you open your mouth. The key is not to be afraid of silence, feel the need to fill these pauses with excessive talk, or enter some staring contest with the reporter.
Relying on Non-Apologies
Typical media training advice: Don’t be afraid to apologise. Making an apology publicly is sometimes just the right thing to do. The important thing here is not to sound like a robot but to make sure you genuinely empathise.
How this advice backfires: More often than not, media-trained spokespeople say things like, “We’re sorry they feel this way,” “We’re sorry if this didn’t come across,” or “We’re sorry that you’re sorry.” These statements are also known as non-apologies — and everyone rightfully hates them. 3Silfwer, J. (2020, July 26). When a Public Apology is Warranted (And When It’s Not). Doctor Spin | The PR Blog. https://doctorspin.net/public-apology/
What to do instead: Connecting through emotions means talking and acting like a human being. Don’t say that you’re sad; be sad. And even more importantly, avoid non-apologies altogether. It’s about your feelings on the matter, not theirs. If you can’t express human emotions like empathy during difficult times, see a therapist, not a reporter.
Using Platitudes and Jargon
Typical media training advice: Never speculate. Nothing good ever came from second-guessing anything in front of a reporter. Stick to what you know.
How this advice backfires: Media-trained spokespeople rarely say things like “no comment” or “I can neither confirm nor deny.” They know better. However, resorting, as many do, to platitudes and jargon instead is not a much better strategy. 4Silfwer, J. (2015, October 9). The Platitude Sickness: The Trash of CorporateWriting. Doctor Spin | The PR Blog. https://doctorspin.net/platitude-sickness/
What to do instead: Avoid corporate cringe. Talk like you would with someone you met on the street asking for directions you do not know, and never resort to platitudes.
Transposing Human Emotions
Typical media training advice: The story is always about people, so you should focus on those directly involved. Addressing shareholders, markets, and customers will have to come second.
How this advice backfires: To address the human aspect, many spokespeople make the mistake of trying too hard to reassure people. But it’s never a good idea to tell people not to worry if they aren’t ready. If you contradict people’s feelings, you’re actively disqualifying their real emotions.
What to do instead: Don’t talk about other people as if you have magical insights into how they feel. Once again, it’s about your feelings, not theirs.
Speaking with a reporter while adhering to best practices in media training is straightforward in theory but difficult in real-life situations.
Classic media training advice.
Here are some classic media training advice:
Never speculate. Anything you say before a reporter could be recorded and used against you later. Therefore, avoid speculating since you might be proven wrong, or your guesses could be conveyed as faulty statements of facts to discredit you later.
Stay on message. Develop 3 – 4 key points you want to convey and consistently steer the conversation back to those messages. This helps ensure that your core messages are communicated clearly and frequently. 5Silfwer, J. (2024, May 2). The Core Message. Doctor Spin | The PR Blog. https://doctorspin.net/core-message/
Be prepared. Before any media interaction, familiarise yourself with the journalist, their recent work, and the media outlet’s audience. Preparation will help you tailor your messages and anticipate potential questions. 6Silfwer, J. (2022, June 28). Media Spokesperson Training: Get Your Message Across. Doctor Spin | The PR Blog. https://doctorspin.net/media-spokesperson/
Avoid jargon. Speak in plain language to ensure your audience understands your message. Industry-specific terms can confuse listeners and dilute the impact of your message. 7Silfwer, J. (2015, October 9). The Platitude Sickness: The Trash of Corporate Writing. Doctor Spin | The PR Blog. https://doctorspin.net/platitude-sickness/
Be concise. Offer brief, clear responses to avoid misinterpretation. Long, complicated answers can lead to snippets being taken out of context.
Use bridging techniques. If asked a difficult or off-topic question, use bridging phrases like “What’s important to remember is…” to transition back to your key messages.
Never lie. Always tell the truth. If you don’t know the answer, say so. Lying can damage your reputation and credibility if the truth emerges later.
Monitor your body language. Non-verbal cues can say as much as your words. Maintain an open posture and eye contact to convey honesty and confidence.
Practice. Rehearse your key points and potential questions with a colleague or a media trainer to refine your delivery and timing. If possible, do it on camera for easier review.
Manage your emotions. Remain calm and composed, even if the questioning becomes aggressive. Emotional responses can be portrayed negatively.
Correct mistakes. If you misspeak, correct yourself immediately. This prevents misinformation from spreading and shows your commitment to accuracy.
Control the pace. Speak slowly and clearly to give yourself time to think and to ensure your points are understood.
Use examples and anecdotes. Personal stories or specific examples can make your message more relatable and memorable.
Know when to stop talking. After making a point, it’s okay to stop speaking. Filling silence with unnecessary elaboration can lead to errors or off-message statements.
Anticipate difficult questions. Prepare for tough questions in advance so you can handle them confidently without being caught off guard.
No blame-gaming. Emphasise hopeful aspects and solutions rather than dwelling on negative issues or blame.
Avoid non-apologies. Either you’re truly sorry and wish to apologise — or you don’t. There’s no in-between. Make up your mind beforehand. 8Silfwer, J. (2020, July 26). When a Public Apology is Warranted (And When It’s Not). Doctor Spin | The PR Blog. https://doctorspin.net/public-apology/
Avoid “no comment.” This phrase can appear evasive. If you can’t discuss a topic, explain why, perhaps citing privacy or legal reasons. 9Silfwer, J. (2020, May 23). Corporate Cringe. Doctor Spin | The PR Blog. https://doctorspin.net/corporate-cringe/
Be mindful of the background. The setting of your interview can also send messages. Ensure the environment reflects the image you wish to convey.
Respect deadlines. Understanding a journalist’s deadline and responding promptly can help shape the story and foster a positive relationship.
Follow up. After the interview, promptly send any promised information or clarifications. This helps ensure accuracy and maintains a professional relationship.
A public apology is, by nature, an ambiguous statement; it ranges from submissive remorse to a chevalier’s trope of humbly expressing that the outcome was all that one could muster — despite best efforts.
The public apology.
“Public apologies function as ritualistic public punishment and humiliation, rather than forgiveness, to enforce ethical standards for public speech.” Source: Rhetoric Society Quarterly10Ellwanger, A. (2012). Apology as Metanoic Performance: Punitive Rhetoric and Public Speech. Rhetoric Society Quarterly, 42, 307 — 329. https://doi.org/10.1080/02773945.2012.704118
The audience will not consider anyone’s public apology until they understand why someone did what they did and how they feel about doing it. This ambiguity is why saying, “I apologise” is never enough — you must also express regret and explain yourself.
Anatomy of an Apology
The apology. (“I apologise.”)
The regret. (“I’m sorry.”)
The explanation. (“This is why.”)
Types of Public Apologies
There are several different types of apologies to avoid. Unfortunately, as far as public apologies go, these types of public apologies are widely used — often with devastating PR consequences.
The non-apology. (“I apologise, and I’m sorry you feel this way.”)
The deflective apology. (“I apologise, and I’m sorry I was misinformed or took bad advice.”)
The pathological apology. (“I apologise, and I’m sorry I got caught.”)
The grandstanding apology. (“I apologise, and I’m sorry, but I acted according to my moral convictions.”)
The defeatist apology. (“I apologise, and I’m sorry this didn’t work out how it was supposed to.”)
The character apology. (“I apologise, and I’m sorry — I’m unwell and need help.”)
The circumstantial apology. (“I apologise, and I’m sorry I wasn’t better prepared.”)
The transactional apology. (“I apologise, and I’m sorry, but I have since paid my dues.”)
From a PR perspective, I recommend only one type of apology:
The Stoic apology. (“I apologise, and I’m sorry — I did wrong, and I take full responsibility for my actions.”)
Moving Into the Next Stage
Apart from an honest delivery, this is what a wrongdoer must understand about the strategic use of a public apology as a strategic tool:
Public apologies are not a method of obtaining absolution or mitigating the loss of public trust. Forgiveness and trust must be earned separately and in the long term.
A public apology is a tool to allow the media narrative to move into the next stage sooner rather than later — whatever that stage might hold in store for the wrongdoer.
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Whispr Group NYC, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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