Advanced Media Training Technique: The Filibuster

Written by Brad Phillips @MrMediaTraining on April 10, 2013 – 6:02 am

On March 25, 1977, disgraced ex-president Richard Nixon sat down for his second interview with English journalist David Frost.

As captured in the excellent 2008 film Frost/Nixon, Nixon wanted to control the interview and avoid the thorniest questions. Since the interviews were time-limited, Nixon calculated that he could run out the clock by telling longwinded and barely relevant stories.

The producer of the televised interviews, John Birt, noticed Nixon’s strategy in the first interview and wanted to prevent him from using it in the second.

Frost Nixon

He told Frost: 

“Far too soft, David. You have got to make him more uncomfortable tonight. You can start by sitting forward. You’ve got to attack more. If he starts tailing off, bang!, jump in with another question. Don’t trade generalizations. Be specific. And above all, don’t let him give these self-serving 23-minute homilies.”

Although Frost ultimately won the exchange by preventing Nixon from going on another 23-minute monologue, there’s a lesson here for media spokespersons: sometimes, the filibuster works.

Imagine, for example, that you’ve been booked for a six-minute radio segment. You know that the host disagrees with your point-of-view, and his style is to ask adversarial questions that make the guest look bad. If you give slightly longer answers than is normally advisable, the host would be able to ask fewer questions—and you’d be able to share more of your views directly with the audience.

That’s not to say that you should attempt a Nixon-length answer. But if your answers are, say one-minute each instead of 40-seconds each, the host would theoretically be able to ask two fewer questions.

Blah Blah Blah

The host may try to jump in and interrupt you. You might allow the occasional interruption (if you try to override him too much, the audience may resent it). But you can also stand your ground and assert yourself by saying something such as:

“You asked a fair question, so please give me a moment to answer it.”

“I’m answering your question, but need a few seconds to give some background your listeners will find useful.”

“I really think this is important and hope you’ll give me just a moment to share my response.”

As with any other technique, be judicious with this approach. View it not as your new media modus operandi, but as a useful tool you can deploy at strategic (and probably rare) moments.

Finally, keep your audience in mind. Too much of a good technique can undermine your entire interview—so make sure your longer answers are packed with value for the audience.  

If my mother wrote today’s tease, it would say: “My son works SO hard writing this blog every day. Won’t you please support him by signing up for his email newsletter? Just enter your email address in the upper right corner of the blog. Now, was that really so hard?”

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  • About Mr. Media Training

    The Mr. Media Training Blog offers daily tips to help readers become better media spokespersons and public speakers. It also examines how well (or poorly) public figures are communicating through the media.

    Brad Phillips is the Founder and Managing Editor of the Mr. Media Training Blog. He is the president of Phillips Media Relations, a media and presentation training firm with offices in NYC and DC.

    Brad Phillips

    Before founding Phillips Media Relations in 2004, Brad worked as a journalist with ABC's Nightline with Ted Koppel and CNN's Reliable Sources and The Capital Gang.

    Brad tweets at @MrMediaTraining.

    Christina Mozaffari is the Senior Writer for the Mr. Media Training Blog. She is the Washington, D.C. vice president for Phillips Media Relations.

    Brad Phillips

    Before joining Phillips Media Relations in 2011, Christina worked as a journalist with NBC News, where she produced stories for MSNBC's Hardball with Chris Matthews, NBC Nightly News, and The Today Show.

    Christina tweets at @PMRChristina.

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