Media Training: Sales owns interview, not the PM

After appearing on last night’s 7:30 program, Prime Minister Malcolm Turnbull would have been hoping for today’s headlines to signify the billion dollar innovation package he launched alongside Minister for Innovation, Christopher Pine. However, the headlines today tell a different story: I ask the questions on this program… Leigh Sales reinforced during their 15minute interview.

So how did it all go so wrong? How did the Prime Minister fail to sell the major benefits of this generous innovation package? Was the subject discussed so dry and dull that the journalist seized the opportunity to keep her viewers interested by throwing up several hard-hitting unrelated questions?

What this interview shows us is that not only do you need to be well-briefed and prepared on the details of your topic (in which Mr Turnbull was not, stumbling to answer obvious how, why, what and where questions) but having answers ready—or at least linking and bridging techniques sorted—for those hard-hitting, uncomfortable questions on current political issues floating around.

Another observation of the Prime Minister’s interview was his frequent shifts in body language, particularly when the tough questions started to fly. Not only is it distracting, it can be perceived as incriminating. If you prepare in advance for the worst questions you could face, you can help avoid that physical response.

http://www.abc.net.au/7.30/content/2015/s4367704.htm

What did you think of last night’s interview? Are today’s headlines a fair representation of how it unfolded?

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