Making a Flap With the Media

While attending a recent media training (run quite expertly by former television news reporter Bob McNanney, now with PadillaCRT), one of our faculty consented to participate in a mock interview. Having been involved in many similar sessions over the years with senior level people, I know it presents an unusual risk and some courage to do this kind of thing cold - especially in front of a group of peers.

Watching and listening carefully, it provided a lot to think about during the rest of my day.

That evening, I happened to see a quartet of swans flying together. It struck me how different their flight was from other waterfowl, such as geese, and it occurred to me that there were similarities to how people handle media interviews.

Even well-seasoned spokespeople have a tendency to approach interviews like startled geese. Bashing away at the air and wobbling a bit on their takeoff, and even after hitting their rhythm, there seems to be a somewhat frantic pounding necessary to keep themselves aloft.

In contrast, swans take to the sky with measured, thoughtful strokes, knifing through the air with defined purpose. These huge birds fly with what appears to be effortless motion, keeping their significant presence gently on the wind.  But this is an illusion that belies the definitive effort necessary to propel such a magnificent, yet heavy thing forward, especially in the face of a headwind.

Our faculty member was more like the swan. He took a few moments to collect himself and made some notes. Then he rose to the challenge. His responses were clear and to the point, precisely articulated. When the "reporter" attempted to echo the statements and missed the mark, the faculty member did one of the single most difficult acts of media interviews. Without picking a fight or generating unnecessary tension, he calmly and firmly set the record straight, actually repeating his points in an even more poignant manner.

For me, this was a spectator sport that would rival others’ intensity over watching March Madness basketball. It’s great to have people of such exceptional caliber stretching their necks out for the university!

Dr. Michael C. Porter, APR  is director of the Master of Business Communication Program.