Have a look at this interview that Michael Gove gave to Andrew Marr on the BBC recently...
Okay, before I start, I will just reiterate the same phrase that I always use - this piece has nothing to do with politics. I'm not here to condemn or condone anyone's political stance - nor am I saying that I agree or disagree with the BBC, Andrew Marr or any other news interviewer.
This is just about the Media Training side of things.
In particular, with this interview, I want to look at what happens from about 33 seconds in, right through until about 55 seconds in.
In that time frame - 22 seconds - Andrew Marr is trying to ask a question; and Michael Gove MP won't let him. Why is that?
Well, there are a couple of reasons. The most obvious one is that he's not done answering the previous question and wants to make sure that he gets his point (and Key Message) across to the viewers.
The less obvious reasons could be:
- Power. By not allowing the interviewer to interrupt you , you are taking control of the interview. You become the person in power. My only criticism of that way of thinking, is that too many people see press interviews as some kind of exam. You're being tested on your knowledge and if you get it wrong, then you'll be cast out from society. That's just not true. If you get something wrong within your specific field of knowledge then, yes, expect some more difficult questions.
- Thinking You Know What The Next Question Is. There was a part of me, whilst watching this clip, that felt that Michael Gove MP wouldn't let Andrew Marr ask the next question because he thought that he knew what the next question would be - and he didn't want to answer it!
This is a tricky situation to deal with, from a media training point of view. My advice is to always be polite; never just loudly talk over the interviewer until they give up and let you carry on with your answer. Also - always answer the question. This is where your Interview Prep would come in - have you practised answering the difficult, awkward questions?
Opinion is split with the behaviour that Michael Gove MP shows here. Some would say that he is being forceful and confident in the way he answers; other would say that he is being rude and disrespectful to Andrew Marr by not allowing him to speak.
The only thing I will say is this - would Michael Gove MP be the same way if he was speaking to a member of the public?
When you are being interviewed by anyone in the media, no matter how confrontational, no matter how much you are being pushed to snap or show anger - don't. As soon as you become hostile, belligerent or combative you risk losing the respect of the viewer.
I find the segue Gove uses to actually change the question where he says “for me the most important thing…” most irritating. Well practiced mind you. He is not the only one to do this, it seems to have been trained to most cabinet ministers.
I think the majority of listeners are wise to that now, it just portrays ‘slipperiness’ and does not invoke confidence or trust.
Absolutely. There’s a technique called ‘bridging’ where you go from answering the question you’ve been asked to talking about one of your Key Messages. “for me the most important thing…” is one of those phrases. Others include “I think the *real* question here is…” and “Before I answer that (they rarely go on to answer that) I just want to talk about…”
More and more of us are becoming media-savvy, meaning that they need to redo their training. If only I could think of someone who could help them!