Doorstep interviews are one of the most stressful types to deal with: you normally give them when you’re under negative scrutiny, you’re caught on the hop & you may be surrounded by a media scrum ready to pounce – and if you don’t know how to handle a doorstep interview, the results could make a crisis situation worse.
In a recent media training course, my co-trainer Paul Curran and I had been asked to help delegates learn how to handle a doorstep interview, so we kicked off the day with one – questioning the delegates as they arrived.
We played BBC and Daily Express journalists respectively & thoroughly enjoyed it. The delegates perhaps, not so much, though they soon forgave us.
The first through the door gave a textbook response, politely referring us to the press office & going on her way.
The second also refused to engage – but more or less ran away, which gave the impression she had something to hide.
The other three all got drawn into giving some kind of interview with differing levels of success.
The lesson for all of them was that they needed to have anticipated a doorstep might happen and know how to respond.
After all, in a crisis situation it’s highly likely that journalists unable to get answers to their questions any the other way may doorstep senior leaders or even members of staff of an organisation – and a bad doorstep will reflect badly on the interviewee and their organisation.
Ignoring questions, being defensive, being rude, or running away: none of these are a good look. That was clear when the former Post Office CEO Paula Vennells was approached recently by Channel Four News as she was about to cycle away from church. She refused to answer questions about whether she had lied to Parliament.
Her response led to a series of negative headlines and the clip was shared across social media. Ms Vennells would have been wiser to have engaged briefly, shown some sympathy for the postmasters, and said that the proper place for questions was in the inquiry.
It is worth remember that the journalist isn’t expecting a long interview, all they want is a few words to add to their story.
How to handle a doorstep interview
- If you’re in the midst of a crisis, anticipate that you might be doorstepped and work out a strategy.
- It is important to appear co-operative and not ignore the journalists completely. If your organisation is in a crisis situation, this will simply make it worse, as it looks as if you’re not prepared to talk about what has happened, or you have something to hide.
- Strategy 1: Politely decline to answer questions and refer journalists to your press team. In this case, make it clear that your organisation will share further information soon and perhaps clarify why it isn’t appropriate to speak at this time.
- Strategy 2: Give a short statement. This could be a version of what your organisation is already saying, or give a brief update. Once you’ve said your piece, stop and make it clear that journalists can find out more by going via the press office.
- Strategy 3: Agree to a short interview. Make sure you prepare for this as you would any interview, anticipating what the questions might be and knowing how to answer them by delivering your key messages.
- If you are doorstepped, your first instinct is to put up the shutters mentally and physically: your face shows your hostility, an arm goes up as if to push people away, it appears you are hiding or running away. Instead, aim to keep your body language positive: your expression should remain pleasant and open so your face doesn’t betray any irritation, your gestures shouldn’t look defensive, and if you keep walking, keep your pace steady (eg don’t speed up and run – or cycle – away).
- Remain polite – you could say good morning to give yourself some thinking time. Above all, don’t get angry.
- Don’t say no comment – if you do so, it either appears that you agree with the point made, or you are hiding something.
- It is worth establishing how you will respond to loaded questions such as “are you sorry”, “will you apologise” or “will you resign”. Refuse to answer these can be extremely damaging and will provide fodder for headlines, clickbait and social media shares. Remember, you can say you are sorry about something without admitting guilt.
- If you decide on Strategy 3 and are surrounded by people asking questions, point to one reporter, say you’ll take your first question from them, and maintain eye contact with him/her, not everyone, which makes you seem unfocussed & distracted. Once you’ve answered the first question, point to another reporter, and answer their question.
- Make a decisive exit, after letting them know when there will be an update on what is going on.
And remember, the trick to how to handle a doorstep interview is to stay calm, appear co-operative and stay in control.
If you’d like to practise doorstep interviews – or indeed any kind of interview – our media training courses always include a series of practical exercises to help to build your skills. Find out more by contacting us on 020 8332 6200 or info@roughhouse.co.uk.
Ann Wright is a communications and media training specialist at Rough House Media, helping organisations and professionals communicate with confidence, clarity and impact. She writes about media training, communications, PR and effective messaging. Ann is a crisis media training expert.
