He’s well respected in the broadcast industry, married to a tv presenter and former tv correspondent, presenter and Editor of some of UK’s most popular breakfast and daytime television – but boy oh boy this week Martin Frizzell showed exactly how not to handle being doorstepped.
Why was Frizzell in the news – well he’s the Editor of ITV show This Morning – and leads the team that feel lied to by Philip Schofield, and has been in the public eye since Schofield’s resignation and where there have been accusations of a “toxic culture”
(What’s a doorstep??? Well, it’s the less than glorious journalistic practice of throwing questions when an interviewee is heading out from their home (on their doorstep) to try and achieve – and it almost always doesn’t – new lines for the story of the day).
I’ve sent producers and journalists to doorstep politicians, celebrities and those unfortunate to be found in the centre of the storm hundreds of times over the years – and the results are mixed to say the least.
For the “doorstepped” it’s unpleasant and not easy to look relaxed, in control and make comment (or not) while still keeping dignity while often being blocked on their way to the car to the office.
For the “doorstepper” it’s also a grind – knowing you are heading somewhere to throw questions, that probably won’t get an answer and at best will provide some pictures for a report that might add a little theatre to the package, but very little with any editorial integrity.
But let’s not deny it, dealing with ‘doorstep’ questions from journalists is difficult.
A clear example of how not to handle such an approach came this week – surprisingly – from a man who should be one of the smoothest media operators of all.
When Martin Frizzell was asked if there was “a toxic work environment at This Morning”, his response even reached the UK Parliament this week Frizzell responded with:
“I’ll tell you what’s toxic; I’ve always found toxic: aubergine. Do you like aubergine? Do you?”
A second question was fired at him, and the response:
“Do you like aubergine? Because I don’t like aubergine. It’s just a personal thing.”
Later in the day, an SNP MP lambasted Frizell’s approach when questioning a Director at ITV in a Select Committee and then writing on Twitter “This is a deeply inappropriate and disrespectful way to respond to questions about safeguarding vulnerable staff and bullying in the workplace at ITV.”
So how should it have gone…Frizzell knew the cameras were there, so he had some time to gather his thoughts. (Staggeringly I sense he did gather his thoughts, and the “Aubergine” line was planned!)
Anyone not used to the media can feel that being caught off guard by a television crew or journalist on your doorstep is a daunting experience. However, with a little preparation and a friendly demeanour, you can effectively navigate these situations.
From years as an editor here are a few practical tips to help you handle tough questions gracefully and maintain control over your message and indeed these can be used in any situation, not just a “doorstepping”.
- Stay Calm and Collected: The first stage in dealing with an unexpected media encounter is to remain calm and composed. Take a deep breath, gather your thoughts, and remind yourself that you have the power to shape the conversation.
Panicking or becoming defensive can hinder your ability to handle tough questions effectively. Stay focused, maintain a friendly demeanour, and remember that you are in control of how you respond.
- Buy Time with a Smile: When faced with a difficult question, it’s okay to pause momentarily before answering. Use this moment to your advantage by offering a warm smile and a brief acknowledgment of the question.
This will help defuse tension and buy you a few seconds to gather your thoughts and formulate a well-crafted response. Remember, taking a brief pause shows thoughtfulness, not weakness.
- Bridge to Your Key Messages: To avoid getting trapped in a line of questioning that may not serve your interests, skilfully bridge to your key messages. Acknowledge the question briefly (but don’t amplify any negatives in the question), then pivot to a related topic that aligns with your intended message.
For example, you might say, “That’s an interesting perspective, but what’s important to remember is…” or “I appreciate your question, but what people really need to know is…”
In the Frizzell doorstep he repeats the negative word “toxic” from the question in his answer – not just once, but twice. This is a basic from the first page of the Media Training Handbook – don’t reinforce the negative by using the same ‘toxic’ (see what I did there?) word in your response – even if you are using it to refute the suggestion.
- Use Redirecting Techniques: Sometimes, journalists may persistently press for answers you prefer not to give. In these cases, it’s crucial to use redirecting techniques to steer the conversation back to your preferred topics.
Skilfully acknowledge the question, but then redirect the focus by saying something like, “I understand your curiosity, but I think it’s more relevant to discuss…” or “While I can’t speak to that specifically, what’s crucial to address is…”
Remember, your voice matters, your tone matters, your reaction matters -you have the power to shape the narrative. At Beech Hill Consultancy we can build on your already extensive experience as a leader to help you manage the most difficult communications and leadership issues. Please get in touch…..