Media Mishaps (and how Crisis Media Training can help)
In today’s unpredictable and fast-paced media landscape, even the most experienced spokesperson can stumble when faced with a tough question or unexpected situation. Considering the speed at which news spreads and the ever-evolving way in which journalists and the public can reach and engage with organisations, it’s more important than ever for professionals who represent a brand or organisation to have effective crisis media training. Errors in interviews or an offhand comment can taint the reputation of an organisation for years to come, especially in today’s digital age when clips and posts can be shared widely and rapidly and stay on the web long into the future.
In this blog, we will detail some examples of ‘media mishaps’ and outline how media training principles could have been implemented and how best to avoid these situations.
To gain detailed insights into the importance of media training, join us on Tuesday 29th October at our ‘Through the Journalist’s Lens’ webinar, where we will be discussing the changing media landscape, and will provide tips for handling tough questions in interviews.
Gillian Keegan’s remarks
One of the core principles of media training when it comes to interviews, is to always treat every microphone as if it’s ‘hot’ and every camera as if it’s recording. In 2023, former education secretary Gillian Keegan broke this crucial rule in an interview with ITV news. When the interview was over, Keegan expressed frustration that she had not been thanked for the work she had done, swearing in the process.
Keegan’s comments drew significant media scrutiny and unwanted public attention, demonstrating how comments caught on camera can be misconstrued and deflect from the main reason for the interview. It was also Keegan’s language choice, tone of voice and overall demeanour that contributed to how this incident was received in the public eye. When on camera, maintaining a composed presence following an interview can ensure that you are not caught out by any rolling cameras and ‘hot’ mics.
Undergoing crisis media training can help you to stay on topic, maintain composure before and after interviews and avoid any reputationally damaging mishaps.
Kellogg’s social media backlash
With the role of social media today, comments made online or in an interview can face instant backlash. This was a lesson learnt by Kellogg’s in February 2024, when their CEO, Gary Pilnick, received criticism online for his comments about eating ‘cereal for dinner’.
This referred to an interview Pilnick did with CBNC, where he was questioned about the recent rise in the price of groceries like cereal, in which Pilnick responded with ‘Cereal for dinner is something that is probably more on trend now, and we would expect [it] to continue as that consumer is under pressure’. This comment appeared tone-deaf to many who had been struggling with the cost-of-living crisis, and for some online commenters his words bore similarities to Marie Antoinette’s ‘let them eat cake’ phrase. Many took to social media to voice their concerns with this sentiment, and especially criticised that Pilnick was receiving an annual salary of $4 million.
This scenario exemplifies how social media can significantly amplify backlash, turning an ill-prepared comment into a PR crisis. It also shows how important clear messaging and understanding your audience are when it comes to media interactions. Through using a combination of carefully worded statements and apt social media responses, media training can assist in ensuring your messaging is appropriate and you don’t fall into the trap of creating a PR problem.
Paula Vennell’s doorstepping dilemma
Doorstepping is something that many journalists use to catch individuals off guard at their home, workplace or in public, prompting them to answer difficult questions in front of a rolling camera. It may seem like an invasion of privacy, however, it is important to not get angry and give journalists this type of material to use in their publications or broadcasts.
This example looks at Paula Vennells, the former Post Office CEO, who was approached by a Channel 4 journalist outside a church. The journalist asked Vennells if she had ‘lied to MPs’ regarding the ongoing Post Office scandal, but Vennells refused to comment and cycled away from the journalist. Vennells’ refusal to comment and move to get away quickly was portrayed as avoiding responsibility and having something to hide.
Even though doorstepping is unexpected, there are several ways that you can be prepared in scenarios like these. For instance, it’s always best to say something to the journalists rather than slamming the door in their face or walking away. Even if this is vague, like ‘I’m sorry it would be inappropriate to comment publicly at this time’, it will make a difference in how the public perceive the situation and the individual in question. Media training for spokespeople can help leaders navigate doorstepping incidents and manage unexpected questions effectively.
Media training is no longer simply an advantage, but a necessity when it comes to being in the public eye and speaking on behalf of an organisation. It will help spokespeople prepare for interviews and anticipate and respond effectively to questions from the media.
Alder has a variety of crisis media training options including those tailored to print media, broadcast media and public speaking. Our specialist trainers have a wealth of knowledge and experience when it comes to helping your teams face challenging situations with confidence, helping you to mitigate potential damage to your organisation’s reputation. To learn more about handling different media challenges and improving media relations skills, sign up for our webinar. For more information about our crisis media training services, contact us today and speak to a member of our team.
