Taking artistic license with Marshall McLuhan’s edict: the medium is the message, consider that the media is the messenger. Media coverage is designed to convey a subject’s agenda, thoughts and opinions. Donald Trump was unaware of how to use the media to his advantage when he took broadcast journalist Anderson Cooper to task after his questioning of Hilary Clinton during a recent Democratic Presidential debate.
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He accused Mr. Cooper of giving “all softballs” and not one tough question to Hilary Clinton. Mr. Cooper seemed baffled and defended himself by saying that the panel asked her not one tough question, but many:
- Being inconsistent on issues for political expediency
- Representing the middle class from her perspective in the 1%
- Underestimating the Russians
Instead of concentrating on promoting his own campaign, Mr. Trump wasted time and opportunity berating Mr. Cooper’s questions while creating potential alienation with a distinguished journalist. Further, the candidate focused on a competing presidential candidate, by name and on a debate in which Mr. Trump was not even involved. This off-topic dispute sabotaged Mr. Trump’s own campaign progress.
The interviewee’s job is not simply to answer questions or, as in Mr. Trump’s case to criticize the media for the questions asked, but to advance his or her agenda. This is the basis for our Los Angeles media training, as we coach clients not to merely answer; ignore (as most politicians do) or demean (as Mr. Trump did) the questions but address the question with a Ready answer. An excellent answer prompts the next question and the next. And the interview is following the interviewee’s direction.
Every interaction with the media is an opportunity to advance your agenda, by using the media as it is intended: the means not the end. There’s no win, but simply a lose-lose proposition if you shoot the messenger!