Everyday PR

Ambush interviews have long been a weapon in the broadcast journalism arsenal. You know the type – the reporter waits patiently outside the building for the unsuspecting CEO or government official to emerge. While one can argue that this is shoddy journalism, the truth is that this tactic gives reporters get exactly what they were after – a juicy story.

Last week, a local investigative reporter ambushed the County Clerk’s office on a tip about slot machines in the break room to celebrate St. Patrick’s Day (no joke). Take a look at this video – it is rife with examples of what not to do:

It goes without saying that shoving a reporter is always a bad idea. But what would you do if this happened in your office? Here are some tips: 

• Be prepared. Although ambush interviews are quite rare, it is important to prepare for such occasions. Be aware of potential issues that the media might want to pursue and develop potential responses should the media come calling unexpectedly.
• Develop protocol. Make sure that your company knows what to do should a reporter show up at your door. If your company doesn’t have a designated spokesperson or public relations professional, identify someone to serve in this role and instruct employees to send inquiries to this person.
• Return phone calls. Reporters sometimes resort to ambush interviews if they are unable to get information or if people don’t return calls. Ambush interviews are used to force the person’s hand. Don’t let it come to this. Even if you don’t want to do an interview, return the reporter’s call. By being responsive, you may prevent an ambush interview later.
• Don’t run. Reporters love to get footage of someone dodging a camera or putting their hand in front of the lens. Avoidance tactics only make the situation worse. It is much better to stop and address the reporter.
• Try rescheduling. Instead of answering questions right then and there, tell the reporter that you would be happy to sit down and talk at a time that would be more convenient. This accomplishes two things – you give the reporter the opportunity to ask questions and it allows you to prepare and respond in a more controlled environment.
• Answer the questions (or state why you can’t). If the reporter insists on continuing right then and there, calmly answer his or her questions if you can. It is better to say “I don’t know the answer, but I’ll be happy to look into that” than to avoid the questions or run away from the reporter.
• Remain calm. It’s easier said than done, but perhaps the most important tip for handling an ambush interview is to remain calm. Reporters create these situations to invoke your temper or take advantage of your nerves. Don’t let them.

How would you have handled this situation? What additional tips would you offer?

Laura Click is a marketing and public relations professional in Nashville, TN, who works in state government by day and in PR/marketing consultant by night.  Check her out at www.lauraclick.com or follow her on Twitter @lauraclick.