Dealing with the Media - Tips for Handling a Hostile Interview
by: Chris Poindexter

Technology is bringing about a change in the entertainment and news industries by providing more avenues for delivering video content to viewers. At the same time improvements in camera technology coupled with falling prices are making it easier than ever for just about anyone with a couple grand and a cause to start making documentaries.

And they are.

With the increase in entertainment and news options there is also increasing competition for viewers and more organizations willing to push the bounds of propriety with “in your face” interview styles that remind me more of verbal mugging than an attempt to get a story. Spawning the rise of such new buzzwords like Edutainment. It's not just reporting the news anymore, it's a spectator sport and, if you're like most people, you would rather not be the hapless victim sacrificed for the entertainment of the masses. And some filmmakers and news celebrities have made a pretty good living making people look bad. Michael Moore is one example and, being fair and balanced, Bill O'Reilly is another.

And with all these cameras running around, sometimes in the hands of people with an agenda, the chances increase on a daily basis that some day you may find yourself at the working end of a camera lens. The higher your position in an organization the more those odds increase. The time to think about how you would deal with those situations is not at the working end of a microphone as you're trying to get from your car to the office or when a technician is clipping a microphone on you in a New York TV studio. If you find yourself in that situation without any preparation, you're dog meat. Rest happily in the knowledge that your lifetime of embarrassment will provide the masses with minutes of amusement. Thanks for playing, we have a lovely parting gift for you.

What follows are some tips for dealing with the media and potentially hostile interviews from someone who's been on both sides of the microphone.

The Mugging

Probably the hardest thing to deal with is the type of interview that happens when a news or film crew has been staking out your favorite restaurant or parking garage and the first indication you have there's a problem is when you get hit with the bright lights and a someone sticks a microphone in your face going, “Excuse me...” You've just been mugged. What comes out of your mouth in the next few seconds will determine whether you're a feature in the project or end up as part of the footage that never gets used. You're aiming for the later outcome, so it's important to avoid a few obvious mistakes.

First some background. Interview muggings can happen out of the blue, but that's rare. Usually the people most likely to get mugged are individuals who have support staff to handle media inquiries. Nine out of ten times the muggers have made an attempt to get an interview through channels and have been turned down. There's almost always an email or phone trail leading back to someone who didn't think it was important enough to respond to or dismissed it as a crank. So the first defense is making sure you have a clear mechanism for handling media contacts and everyone knows to forward inquiries to your point person(s) and you knowing which of those have been turned down and why, though in big organizations there may be too many to track. But it's critical you know who to call, even though you might not know all the details.

What Not To Do

The worst thing you can do with a media mugger is try to ignore them and push past with a curt “No comment.” That's the fast track to unwanted stardom. Someone like Michael Moore is going to be asking questions as you walk away and adding commentary that makes his point as you go, seemingly unconcerned about the plight of dolphins being killed by your tuna canning fleet. Even worse is to have your security people step in and get rough with the crew or give them that classic two-hand lens blocking lunge. Those are great visuals for a documentary and you've made a martyr hero out of the filmmaker. He was sticking up for the poor dolphins and your security guys beat him up. Nice.

Equally bad is to reward the behavior by trying to handle the interview on the street. This is a fine line to walk and you'll only have seconds to decide what to do. No, it's not fair and it's very rude, but it happens so deal with it.

What To Do

Step one, this is not an impromptu audition for the Sopranos, take off those sunglasses. That should be a first instinct anytime there are cameras pointed in your direction. That does two things; It removes a barrier between you and your audience and raises your credibility level. Leave those shades on and you're going to look like a member of the zombie army or that you're hiding something. Taking your shades off also buys you time to collect yourself as you're probably being peppered by questions from someone who's been anxiously awaiting this moment. Don't feel compelled to start blabbing, just pause for a second. It's okay to look surprised, you've just been jumped on the street. That's natural. What you're trying to do is avoid looking evasive. Turn to face the interviewer, ignore the camera, it's not a threat. The operator is not going to hit you with it and if you don't look at it you're less likely to be intimidated by it. What you're trying to do first is get the mic out of your face. One way I've used sunglasses is wave them in front of me when I'm talking and bonk the microphone, they'll have to pull it back out of your face to keep out of sunglasses range. Getting that mic out of your face makes it less stressful.

Get Control

One of the easiest ways to get control of a media mugging is to look baffled and just say, “Please slow down. Now who did you say you were?” Then be quiet and wait. You've just bought yourself a few more seconds of composure time and it's a perfectly reasonable request. Most interviewers will at that point stop with the machine gun questions and introduce themselves and give you half of a second on why they're there before starting up with the questions again. All you really care about hearing is their first name, because that's all you need for the moment. If they don't stop to introduce themselves you can say, “You're being really rude and I won't talk to someone who won't introduce themselves.” And most people would sympathize with that sentiment.

Regardless of what topic is at hand, your only answer is to steer them to your media contact. Speak slowly, use the mugger's first name. “Well, Marcia, the person who handles inquiries about the tuna canning operation in our organization is Bob Jones.” Most likely this is where you'll find out they already tried to contact Bob and got nowhere. But it doesn't matter. If they haven't talked to Bob you can say, “Call Bob and we'll see about arranging an interview.” Don't promise an interview, promise them you'll consider it and follow up on that. Then ask for something to write on and you'll give them his number. If they say, “Just tell us what it is.” You say, “I'm not going to broadcast Bob's number on TV.” Now they'll have to get the mic out of your face to get something to write on.

If they've already talked to Bob a good transition might be something along the line of, “When I get back to the office I'll call Bob and find out about the status of your interview request.” Then ask for something to write on. “Okay, you're name was Marcia Marcia Marcia and you're with who?” Now you're asking the questions. But you have to follow up otherwise they have you on camera saying one thing and doing another.

Any professional will realize at this point that they've lost and take you up on your offer for a follow up. Amateurs and zealots will likely not get the hint and keep hitting you with questions, just ignore them and stick to your line. “This really isn't the place to talk, Marcia. Please call Bob and we'll arrange a nicer place to sit down and discuss your concerns about our tuna canning operation.” That way you're being uncooperative but still look helpful. It will be a lot harder to make you look like a bad guy. Remember this isn't an honest attempt to get information, it's attempting to get you to react on camera. Don't play along.

Rumor has it Michael Moore's next project is called Sicko and it's about the pharmaceutical industry. I know of at least one drug company that has told its employees not to talk to him. Personally I think that's a mistake. My first question after getting stonewalled would be, “Why is your company worried about you talking to me? What do they have to hide?” And I'll be making statements in the form of questions as they walk away. I think a better strategy is making sure your employees know what to say and where to refer questions.

In Summary – Dealing With a Media Muggers

• Stay calm
• Ditch the shades
• Don't try to run away
• Gain composure by asking questions
• Refer them to your media contacts
• Don't reward rude behavior by answering questions
• Appear helpful

In Office Hostile Interview

Okay, assuming you've gotten your mugger to agree to arranging an in-house interview you have time and resources on your side. Personally, I wouldn't suggest avoiding the interview, even if it's someone you know is trying to make you look bad. What you insist on is first is home court advantage. Make them and their crew come to you at a time and place of your choosing. Somewhere you're comfortable. Let them deal with travel stress. And make sure you have the latest facts, figures and industry standards for both you and your competitors.

The second thing to insist on is having your own camera crew there to record the interview. They'll counter by offering a copy of their original, or a feed from their equipment, which you politely refuse. If you ever get a copy it will be six months after the edited interview airs, the feed will only be your half of the interview. Your crew, your cameras, no exceptions. Or no deal. And make sure your crew gets there at least 45 minutes before the other side. Give them plenty of time to set up and test everything and make sure they get the close electrical outlets.

Why?

If someone is trying to make you look bad you can put your unedited version on your company web site and turn the tables on selective editing. Some media organizations will take your reactions and later cut in their talent asking calm questions when what really happened was they were being rude and belligerent during the interview. Having your own copy of what happened will make sure what they use can be refuted, especially if it's been edited creatively. If you've got a case you can take a potential negative and turn it into a positive. Sauce for the goose. The one thing tabloid media hates most is a level playing field, especially when it's your field.

Interview Basics

It's much more likely that any time you're on camera that it won't be hostile. It'll be your local news or someone shooting part of a documentary.

For the times you know you're going to be in front of a camera pick neutral colors. Avoid white and black or loud patterns. If it's a studio interview and they offer makeup, take it. You'll be shocked how ghastly you can look on TV under hot lights. I prefer stand up interviews to sitting down if there's a choice because I have more energy standing and you know it won't drag on as long.

Cheating Is Okay

An on camera interview is one place it's okay to cheat. In this case cheating is turning your body at a roughly 45 degree angle to the camera. A good cameraman will tell you to turn a little this way or that, and what they're doing is setting up the cheat for you. And notice that the chairs on interview sets are set at roughly the same angle. Keep your chin up so you don't look like Jabba The Hut and if you're outside lose the sunglasses, even if it's bright sunlight.

On The News

If you get button-holed by your local news crew keep a couple things in mind. The most important being that they don't really want to hear you ramble on. Be short and upbeat. All the anchor is going to do is stand there and nod like some freak bobble head doll. Here's a clue, that's not an invitation to keep talking. Keep it short and appropriate to the occasion. If it's an outdoor event they'll be looking for short, positive and upbeat. Talk to the anchor, not the camera.

Staying Out of the Lion's Den

One thing you never want to do is face a hostile interview on their court. A staple of cable these days is the media version of bait and switch. You'll get a call from very polite associate producer and they'll offer to fly you their studios in LA or New York for an interview, maybe even tempt you with a nice hotel room and limo ride. Flattered by the attention, most people don't see this for what it really is; an invitation to an appearance in the modern day coliseum where one of their professional gladiators is going to hack you to pieces for the entertainment of a blood savaged crowd. If you're an average Joe and a big news or media outlet takes a sudden interest in you take my advice: Run and hide. Celebrities have agents and media people that set ground rules for any on camera appearance. These are cynical hard nose media pros who know every dirty trick in the book because most of them have employed them at one time or another. You can't compete in that arena. You are a slab of meat for the sausage grinder.

Many times if you question them long enough and are reluctant, they'll tell you what's actually going on. Any hint of vagueness or evasiveness should trigger alarm bells.

Don't You Want To Tell Your Side Of The Story?

Your ex-wife, girlfriend, family member whatever is going on TV saying some bad things about you, don't you want people to hear your side of the story? Sounds really reasonable and most people want to tell their side but, trust me, you'll never get the chance. You do want to tell your side, but not in their house and not on their terms. If you really think it's that important, offer them the deal outlined above. Your turf and dual filming with your crew. Don't be surprised if they say no. As a fall back sometimes they'll offer to let you attend by satellite at an affiliate. Pass on that, too. They still control the feed and audio and half of what you say may never be heard. It's your terms or nothing and don't be surprised if they pass. A fair fight just doesn't have the same entertainment value.

If you're going to decline, the smart thing is to just say no but don't offer objections. Associate producers are better than used car salesmen at overcoming objections. One way to handle that is, “You know, I'm not sure why but I'm just not comfortable appearing on your show.” They'll immediately try to sweeten the deal. A car, luxury hotel, massage, they'll try to tell you it will be fun. No problem, just a few minutes on camera. What's the problem? Don't you want to tell your side? Is it the hotel? Just stick to your line, no matter what they say. Say it with me, “I don't know why, I'm just not comfortable appearing on your show, but thank you for asking.” They don't have all day to work you so time is on your side. Stick to your line, wait them out.

Don't Try To Compete With Gladiators

I have no clue where Fox News finds people willing to sit down with commentators like Bill O'Reilly. If you really want to get in a ring with a professional fighter, go a couple rounds with Butterbean. At least he'll quit beating on you when you're down, the bruises will eventually heal and you'll get your whipping in front of a much smaller audience. I've seen a few people hold their own against assault media and one of them was a kid. He didn't do great but not bad for a rookie. During the documentary Outfoxed you find out he watched hours of interviews and practiced for hours before showing up. That explains it. Unless you have that kind of preparation time the most likely outcome is you're going to be dog food. You don't want your 15 minutes of fame to be humiliating and these people didn't get where they are being second best. You're out of your league.