Book review: When the Headline is You
This review was orginally published in the March 14 edition of The Hamilton Spectator.
By Jeff Ansell
I happen to really like reporters. I like their slightly warped sense of humour, the bemused way they look at our mixed up world and their fearlessness in asking tough questions.
I trained to be a journalist. I did a brief and unspectacular stint as a cub reporter before crossing over to the dark side of public relations.
And I got very lucky and married a really good journalist. I get to be her arm candy at reporter retirement parties and journalism award shows.
Pitching good news stories to the press is pretty cool and it’s one of the best parts of my job.
Yet despite all of that, I still get nervous when reporters call to ask a few questions and get some clarification about a story they’re working on.
I get anxious because, just like author and former journalist Jeff Ansell, I know the media coverage will only be as good as my worst quote.
“Though someone answering a reporter’s questions may strike all the right notes for the majority of the interview, it takes only a single miscue to trigger disaster,” says Ansell. “The cut and thrust of a media interview is not subject to the rules of everyday chit-chat.”
Ansell says that when you and I have a conversation, we’re able to appreciate the context of everything we say to each other. But a reporter won’t include everything you say. “A journalist’s job is to separate the wheat from the chaff and sometimes it is only the chaff they seek to report. It all comes down to the edit.
“Reporters, along with editors and producers, decide who plays the hero or villain in a story,” says Ansell. “Supporting roles are available for the victim, witness, survivor, expert and goat – or as I like to call that character, the village idiot.”
So here’s what Ansell recommends you do to avoid being cast as the villain or village idiot.
Be friendly with the reporter right from the start. “If the reporter hears stress, irritation or anxiety in your voice, it could be an immediate tip-off that you may be less than co-operative and may, in fact, have something to hide.” Instead, convey a desire to be helpful and forthcoming. The reporter has a job to do and you have a story to tell.
Create a buffer zone for yourself. While the reporter will want you to drop everything and do the interview immediately, you’re entitled to a stoppage in play. Tell the reporter you’ll call back in a few minutes. Clear your head, focus your thoughts, take a few deep breaths and return the call.
You’re also entitled to ask the reporter questions. “The answers you get to these initial questions will provide insight into the content and context of the proposed interview and the resulting news story,” says Ansell. What’s the purpose of the interview, the overall objective of the story, and who else are you interviewing are all fair questions to ask a reporter.
Asking to see the questions in advance and demanding to review the story before it’s published or goes to air is way out of bounds and all but guarantees you a rough ride.
Ansell recommends heading into media interviews with something called a value compass. It’s a guide that will help you stay onside with messages that match up with your organization’s values. The compass takes into account the spokesperson’s nature and standards and the stakeholders’ emotion and well-being.
When it comes to dealing with bad news, always fess up if you’ve messed up. Aim to tell it first and fast. Be accessible and forthcoming with reporters. Lying low and avoiding the press is never a smart strategy.
Be among the most upset at what’s happened. Know that the facts will never trump the emotion that people are feeling, whether it’s anger or fear. Always show humility, give people a reason to trust you again and couple your obvious concern with a genuine commitment to action. Tell the reporter that you’re sorry about what happened and here’s what we’re doing to fix the problem.
Whatever messages you give, always use simple words. Keep your sentences short and avoid qualifiers. “Scratch your ‘but’,” advises Ansell. “Spokespeople say but far too much and often with harmful consequences.” Sticking a but in the middle of your sentence cancels out whatever goodwill preceded it and signals that an excuse is forthcoming.
Along with a value compass, Ansell offers a one-page template for crafting quotable messages that meet the needs of reporters and assure you’ll get the opportunity to tell your story without stepping on a landmine. Ansell also walks you through 20 what-if scenarios.
“Answering questions from reporters is risky business. Knowing how to talk to reporters is like learning a new language, a language that bears little if any resemblance to everyday conversation. Exposing oneself to media scrutiny requires more than simple candour. It requires knowledge, training and a keen understanding of how reporters write the news.”