By Roz Morris, Managing Director, TV News London Ltd
UK Chancellor, Kwasi Kwarteng, has given a demonstration of how NOT to cope with being questioned by the media while being doorstepped.
Markets had reacted badly to his first ‘mini’ budget, but he wasn’t making any comment on the Monday after his announcements on Friday. However, he did decide to take a walk through Westminster to his office in the Treasury. He probably just wanted to get some fresh air between his undoubtedly numerous meetings.
But his walk turned into a bit of an ordeal when the media who had been waiting for him decided to ask him for comment on the turmoil in the markets affecting Britain’s economy. You can see how embarrassing/strained this got if you look at the link at the end of this blog. It’s under a minute long but it seems longer. It also led to some unwanted photos of the Chancellor looking uncertain and defensive.
The media call this type of interview ‘doorstepping’ because it means politicians, businesspeople, or others in the public eye are approached when they come out of buildings, whether it’s their home or their work. These interviews are unscheduled and can be literally on the doorstep.
Being doorstepped by the media is inevitable for politicians. What could Kwasi Kwarteng have done better?
Here are 4 positive ways we give our clients for coping with the media on your doorstep.
Tip 1- Stop walking and give a short statement then turn away and keep going without saying anything more.
Tip 2 – Never say something after you’ve said you won’t say anything else. It makes you look as though you are being pushed around by the journos.
Tip 3 – Never look back and talk to journos over your shoulder or while you are still walking. See Tip 1.
Tip 4 – When you know the media is outside your office don’t go for a long walk. Make it as short as possible. This was Kwasi Kwarteng’s big error. He took a long walk with journos by his side.
Ed Balls, now a broadcaster, but formerly Economic Secretary to the Treasury and Shadow Labour Chancellor, summed up Tip 4 when he tweeted: ‘Goodness me.. this isn’t a good look.. a tip.. next time use the Government car..’ In another tweet he also pointed out that there is a corridor linking government buildings, so why go outside if you have nothing to say?
Perhaps the current Chancellor should also take some lessons from other senior politicians including former Deputy Prime Minister, Michael Heseltine. He became a real pro at this when he was in office. He always had his car and driver at the ready right outside the building he was exiting. This meant he could sweep past waiting journos and smile authoritatively as the driver held the car door open for him, then closed it and whisked him away to his next meeting.
When you’re dealing with a crisis, or are part of a hot news story, whether you are in politics or in business, the media are not invisible. You can see them waiting outside for you. You can’t pretend they’re not there.
So you need to prepare what you want to say, how you want to say it, and who’s going to help you e.g. your car driver. That’s why in our media training and crisis media training sessions, we make sure that people are always prepared for media interviews, however unexpected, not only verbally, but also practically.
