How to Avoid Doing a Diane Abbot in 3 Easy Steps

By Rachel Hicks

The airwaves crackled as Diane Abbot fumbled and stumbled her way through some straight forward figures in a radio interview this week.  Just for good measure she threw in some accidental sexism by twicesuggesting that only men could police our country.

Whatever figure our police officers may or may not get paid under Labour, was not at all clear. 

It was inexcusable to agree to an interview and get is so wrong.

So how do you avoid doing a Diane Abbot/Natalie Bennett/Chloe Smith...?

1. Know Your Facts.

Know them inside and out. Prepare thoroughly.

Scope the horizon for what is current and expect to be asked about it.

Be absolutely watertight.

Do not accept an interview unless you are, or you will end up discredited… or worse -  like this, a laughing stock  https://youtu.be/GFELLK8htKM

2. Don’t Guess

It’s not “I Spy”.

You are paid, or hold a public position, to know your facts. By guessing you’re not only revealing your shortcomings but insulting your staff or voting public.

Above all else, guessing gets you into much hotter water. The sum of your grasping, muddled attempts to find the answers will provide a far more entertaining and memorable spectacle for your audience to pick apart with glee, over and over again.

3. Stop Digging

If you haven’t got the answer, you are going to have to confess. Then move on with elegant speed. Try and find something else to engage the journalist. They are not dissimilar to Magpies.

Draw a line under the topic / angle and offer something different on the same story or a new issue altogether.

Do not be drawn into talking about something you do not have the facts to back up.

Ever.

And that goes for you too, Bill Shorten!

Rachel Hicks  is Head of Media Training at Rachel Hicks Media Ltd.  For more information about our media training courses or to book one, contact us at: rachel@rachelhicksmedia.co.uk or visit our website:  www.rachelhicksmedia.co.uk  Twitter: Rachelhmedia

3 Reasons To Invest in Your Media Spokespeople

By Rachel Hicks

I was left horrified this week.

In conversation with the Communications person at a large London based organisation we  discussed their approach to media training.

“Oh, our Director General deals with the media when there’s a crisis” he told me.

“What if he is ill or on holiday?” I asked, trying to hide my astonishment.

“Oh well I do the rest. We’re good team and happy with how we perform. I do suggest annual refreshers to the Director General but he doesn’t think he needs them.”

Sadly, this approach is all too familiar. I have seen it a lot in companies who think that the top man (it usually is male) and perhaps his right hand man are the only people to be trusted with doing interviews.

In the 20 years I have been media training, the companies that have the best media presence and most effectively protect their reputation when something goes wrong, are the ones that have invested in many media spokespeople. These are forward thinking companies who know that it pays dividends to imbue their teams with key messages, confidence to do a strong interview and an understanding of how journalists work.

Here are the 3 main reasons to invest in your media spokespeople:

1.     Journalists Want Access Fast

By having a team of spokespeople ready to talk to the press, you are more likely to be able to supply someone to grasp the media exposure, rather than your competitors. If only one or two people are able to do interviews it could mean they are unavailable at exactly the time the journalist wants them.

2.     Authenticity is Vital

The media want to talk to real people doing real jobs. They hate PR people who are perceived as putting “spin” on story, they don’t necessarily want the CEO presiding over affairs from their smart offices.  Having a variety of spokespeople thoughout your organisation, ready and confident to be interviewed will strengthen your chances of grasping a media opportunity.

3.     A Crisis Eats Manpower

The media will be on your back when something goes wrong. They will be camped outside, demanding interviews and updates around the clock. In a crisis you need to have planned your communications strategy and your team to be able to work in shifts. After 24 hours most people will need to sleep, but the media will still want interviews, so having a wide variety of media trained spokespeople will ensure you always have a confident spokesperson available.

Rachel Hicks is Head of Media Training at Rachel Hicks Media Ltd.  For more information about our media training courses or to book one, contact us at: rachel@rachelhicksmedia.co.uk  or visit our website: www.rachelhicksmedia.co.uk