I’m a big believer that many important PR lessons can be learned by following the news. Thus, I watched the Harris-Trump debate with two things in mind: 1) to see if any PR lessons from it could be applied to non-political accounts, and 2) if intensive media training, which agencies suggest at a high cost to clients, are worth the price, because for weeks leading up to the debate the subject of how the candidates were preparing for it was a recurring topic for pundits.
One lesson practiced by PR agencies that I’ve always disagreed with is the importance of media training
This is because I believe that what a former president and five star general said about a battle is also true about media training. It’s not that I don’t believe media training can be useful. It’s that I believe it’s highly overrated and over preparing a client with hours long sessions are not necessary. That’s because I believe that only clients who feel comfortable answering media questions should do interviews and the PR group should be honest about telling a client that perhaps another person should be interviewed.
Former President Dwight Eisenhower, who was the Supreme Commander of the Allied Expeditionary Force in Europe during World War II, said, “Before a battle, planning is everything. Once the fighting has begun, it’s worthless.” That’s the way I feel about the majority of media training sessions.
My main problem with media training is that much of it has little to do with real life. Deliberately hard “gotcha” questions are asked, instead of concentrating on ones that are most likely to be asked. Also, in my experience, too often, the same template is used regardless of the situation.
What I used to do on accounts that I managed, or played key roles on, was to conduct my own tailored media training sessions, as I believe savvy account execs should, because they are much more, or should be, familiar with account problem areas that might be raised by a journalist than the mostly one size fits all media training sessions.
Also, I always wanted a client to go into an interview relaxed and assured that he/she can answer questions and not be frightened by the “gotcha” questions asked by media trainers that usually are never raised.
Before the debate, it was reported that Vice President Harris spent many hours preparing for it, unlike Donald Trump. Was it possible to tell if Ms. Harris’ extensive media preparation paid off? Or if Mr. Trump’s laissez-faire prep hurt him?
In this essay, I’ll also give my impressions of any takeaways that PR people should remember from the debate, followed by what I think are eight important things that clients should be told prior to being interviewed.
Lessons learned from the debate:
Harris: Ms. Harris was obviously well prepared with comments that she knew would fluster the former president and did so throughout the debate.
Trump: He acted like so many CEOs who believe that they are omnipotent and by voicing their opinions can overcome factual criticism. CEOs from Boeing, BP, and Wells Fargo are a few prime examples who thought they could make their PR crises go away by giving interviews. He also was unprepared to respond to Ms. Harris’ comments in a dignified manner, instead resorting to name calling and lying.
There were eight PR lessons worth remembering:
- PR people should warn clients that any lies they tell will be corrected, if not during a debate, soon after.
- PR people should tell clients that attacking an opponent during a debate makes the client look like a bully.
- PR people should tell a client that being overconfident entering a debate, by underestimating an opponent, most likely will result a poor performance by the client.
- PR people should tell a client to assume that an opponent will be well prepared and to expect comments from the opponent that are meant to rattle the client.
- PR people should tell a client to always act as a gentleman or gentlewoman; not doing so can gain sympathy for the opponent.
- PR people should tell a client that if a question is based on factual inaccuracies never to let it slide, but always correct the mistakes on the spot.
- PR people should tell a client never to “free lance” an answer. It’s okay to tell a client “I don’t know”to a question and say, “I’ll get back to you with the answer,” and
- PR people should tell a client to relax going into an interview, because most reporters are not out to get you by asking “gotcha” questions. They just want to do their job. (Of course, this assumes that PR people will not arrange interviews with journalists known to go for the jugular. If they do, the PR person should be fired.)
Did extensive media training help the debaters?
In my opinion, and in most cases, intensive media training doesn’t do much good, because, as in this debate, the persons being questioned are high-level executives who know the subjects better than the questioners. Instead of intensive media training, I’ve always preferred a less formal training session—reviewing possible questions that might be asked and reminding clients that they are under no obligation to answer every question asked, and that it’s okay to tell a reporter, “I’ll answer that question at another time. We’re here today to discuss….”
Here are eight things I would always tell a client before an interview:
- Never “freelance” an answer, if you don’t know the answer to a question, say so and tell the interviewer that you will look into it and get back with the answer.
- If the questioner cuts off the client during an answer, always insist on answering it before another question is asked.
- If you feel the wording of a question contains inaccurate information, say so.
- Don’t be afraid to tell an interviewer that a question does not apply to the situation being discussed.
- Never say “this is off the record.” Reporters don’t have to honor it.
- Even if an interviewer t puts away a notebook and turns off the recording machine and the TV cameras are shut off, never say anything that you don’t want used in a story. Assume that everything you say will be used, even if it’s said while you’re on the way to the bathroom.
- Remember, you know more about the subject being discussed than the interviewer, so include many details when answering a question. That will put you in charge of the interview, as most interviewers are not knowledgeable about the nitty gritty of your business.
- And never lie.
