The importance of proper media training cannot be understated, particularly for those in the public eye. As a media trainer, I’ve had the opportunity to help individuals navigate the delicate process of engaging with the media, ensuring they communicate their message effectively and professionally.
A prominent example of a media engagement gone awry is the 2019 interview of Prince Andrew by BBC Newsnight’s Emily Maitlis.
Lack of Preparation
The first and most glaring issue with Prince Andrew’s interview was the apparent lack of preparation. Addressing sensitive topics, especially those involving allegations of a serious nature, requires a thorough understanding of the subject matter and a well-planned strategy for communicating the intended message. Unfortunately, the interview revealed that Prince Andrew seemed ill-prepared to address the allegations against him and his association with Jeffrey Epstein.
One of the most critical aspects of a successful media engagement is delivering a clear and consistent message. In Prince Andrew’s interview, he failed to convey a coherent narrative regarding his relationship with Epstein and the allegations against him. The prince’s answers were often convoluted and contradictory, which only served to raise more questions and further damage his credibility.
Lack of Empathy
When addressing sensitive issues, demonstrating empathy and compassion is crucial. Throughout the interview, Prince Andrew appeared disconnected from the gravity of the situation and the potential impact on the alleged victims. By focusing primarily on his own experiences and failing to express concern for those affected, he came across as self-centered and unsympathetic.
Defensive Body Language
Non-verbal communication can significantly influence how a message is received. In this interview, Prince Andrew exhibited defensive body language, such as crossing his arms, which created a barrier between him and the interviewer. This body language suggested that he was not open to discussing the matter genuinely and contributed to the overall negative perception of the interview.
Ineffective Handling of Challenging Questions
Facing challenging questions is an inevitable part of any media engagement, especially when addressing controversial topics. It’s essential to remain calm and composed, providing thoughtful and honest answers. In Prince Andrew’s interview, his responses to difficult questions were often evasive, further damaging his credibility. Rather than providing clear explanations or taking responsibility, he resorted to vague and unconvincing answers.
Lack of Crisis Communication Strategy
In crisis situations, having a robust communication strategy is essential to mitigate damage to one’s reputation and regain public trust. Prince Andrew’s interview appeared to lack a well-thought-out crisis communication strategy, which ultimately led to the interview’s disastrous outcome. A comprehensive plan would have included carefully crafted messaging, prepared responses to anticipated questions, and a clear focus on empathy and compassion.