Margie Gillis vs. Krista Erickson: Why media training matters

Sun TV received a great deal of attention following Krista Erickson’s interview with iconic modern dancer Margie Gillis. Since the interview aired, the Canadian Broadcast Standards Association has received a record number of complaints, totaling more than 4, 350. People have taken issue with Erickson’s interview style, calling it aggressive, combative and flat out rude.

Beyond the questions of proper interviewing etiquette and what makes a good interview, this heated exchange provides a compelling example of the importance of media training. Gillis’ ability to remain calm and to respond clearly to the many questions that Erickson threw at her only underscores the importance of being able to handle the media.

In PR we deal with people’s varied abilities addressing the media every day. One client can be  articulate and composed in the boardroom, but can fall apart when they face the camera. For others, the prospect that everything they say could appear in indelible and public ink is equally daunting. This is where media training comes into play. Here are some tips on how to handle combative interviews:

• Emotion plays a big role – In TV interviews, people rarely remember specific details about the interview. However, in heated interviews, they do remember who was able to remain calm, and view the person who remains in control as either the most compelling or sympathetic.
• Preparation is key – Giving your client all of the information they need to feel comfortable is incredibly valuable. For example, they might want information about who the journalist is and what kind of questions they are likely to ask. Putting your client in front of the camera and then having them watch it back is another very useful strategy. It helps them get more comfortable in this space and can show the interviewee what they look like on camera so they can identify idiosyncratic body language and change it.
• Keep it simple – While it is important to have a wide understanding of the topic you will be speaking to, keeping your messaging simple makes for compelling answers and gives you more control over your subject. Remember to boil things down to the most succinct answers possible.