Media Training: How to Handle a Reporter Ambush

Summary

In this video, Russ Rea from Predictive Media Network discusses the challenges of handling ambush interviews, often referred to as unscheduled interviews. Using a real example of a public sector leader caught off-guard by CNN, he highlights the common mistake of engaging with reporters without preparation. Rea advises staying calm, smiling, and appearing helpful without answering questions immediately. Instead, focus on delaying the conversation until you’ve gathered your thoughts and can respond appropriately. He emphasizes the importance of being strategic to avoid miscommunication or being taken out of context.

Takeaways

• 🎤 The video is presented by Russ Rea from San Diego, discussing topics from a recent conference and workshop by the Predictive Media Network team.
• 📅 The team often handles speaking engagements and training sessions for industry associations.
• ❓ A common request from clients is guidance on handling ambush or unscheduled interviews, which are becoming more frequent and challenging.
• 😨 The video includes an example of a public sector leader poorly handling an ambush interview about fraud in the medical drug rehab business.
• 🚨 The key mistake made during the ambush interview was responding to the reporter’s questions without proper preparation.
• 🤐 When faced with an ambush interview, it's important not to start answering questions immediately.
• 🙂 The recommended response is to smile, act open and helpful, and ask what the interviewer is interested in while expressing the intention to assist.
• ⏳ It's important to delay responding, mentioning that you're late for a meeting or need time to gather information before engaging.
• ❗ Avoid letting the interviewer trap you into answering on the spot, as they might take things out of context for online use.
• 🧠 Predictive Media Network offers more detailed tips and guidance on how to handle ambush interviews effectively on their website.

Q & A

What is the main topic discussed in the video transcript?

The video primarily discusses how to handle ambush or unscheduled interviews, which can be challenging, particularly in today's media environment where both traditional and citizen journalists may try to catch public figures off guard.

What is an ambush interview, according to the video?

An ambush interview is an unscheduled or surprise interview where reporters, or sometimes citizen journalists, approach a person without prior notice, aiming to catch them off guard and extract unprepared responses.

Why can ambush interviews be problematic?

Ambush interviews can be problematic because the interviewee may be caught off guard, leading to unprepared responses, which could be taken out of context and misused, especially in public or online settings.

What mistake did the public sector leader make in the ambush interview example?

The public sector leader made the mistake of engaging with the reporter’s questions without preparation. She started answering questions about a serious topic—fraud in medical drug rehab clinics—without taking time to consider her responses.

What is the recommended first step when confronted with an ambush interview?

The recommended first step is to remain calm, smile, act open, and ask the reporter what they are interested in. However, do not start answering questions immediately; instead, indicate that you want to ensure they get the information they need and that you'll follow up after you’ve had time to prepare.

Why is it important not to start answering questions right away in an ambush interview?

It is important not to answer questions right away because unprepared responses can be misinterpreted or taken out of context. Taking time to reflect allows you to craft a more measured and accurate response.

How does the speaker suggest handling situations where you are pressed for time during an ambush interview?

The speaker suggests politely indicating that you are in a hurry, either because of another commitment or a meeting, while also expressing willingness to provide information later. This buys you time to prepare before responding.

What is one key element in appearing helpful during an ambush interview?

One key element is to show openness and helpfulness by engaging politely and indicating a willingness to ensure that the reporter gets the right information, but without committing to answering on the spot.

What does the speaker warn about the potential tactics of citizen journalists?

The speaker warns that citizen journalists may use their cameras to record and put individuals on the spot, with the goal of extracting controversial responses that can later be shared online, potentially out of context.

Where can viewers find more tips on handling ambush interviews?

Viewers can find more tips on handling ambush interviews at the website PredictiveMediaNet.com, according to the speaker.