The Toledo Blade’s Cheap Shot About Interview Prep

Written by Brad Phillips @MrMediaTraining on June 18, 2013 – 1:52 pm

Anita Lopez, a Democratic mayoral candidate in Toledo, Ohio, likes to prepare carefully for her media interviews. She requires her staff to ask questions of reporters before any interview and to complete a form containing details about the story.

So far, I’m on board. That’s a rather typical media strategy, and it’s the kind of responsible due diligence that any smart candidate would employ. But The Toledo Blade suggests she’s going overboard:

“Among the information Ms. Lopez wants in advance is a list of the reporter’s questions; if anyone already has been interviewed; who else will be interviewed; what the other sources said to the reporter; if she can use visuals, and if the reporter is knowledgeable.”

Anita Lopez

In The Media Training Bible, I warn spokespersons dealing with hard news reporters to avoid asking for questions in advance—and Ms. Lopez shouldn’t insist on questions as a pre-condition for an interview. But the rest of her interview prep looks like the type of typical media relations policy that many businesses, organizations, and candidates employ as a standard operating procedure. 

(Here are eight questions to ask before every interview. And here is Ms. Lopez’s form.)

Although that may seem obstructionist, there are legitimate reasons for requesting information in advance. Knowing a reporter’s focus can help a candidate find key statistics or details that may not be top of mind, give the candidate warning that the reporter is on an unwarranted fishing expedition, and prevent them from committing the type of “gotcha” moment that sells newspapers but destroys reputations.

The Blade also knocks Lopez for using “bridging” statements. That’s a cheap shot. Those statements are used by virtually every experienced spokesperson in the country. Perhaps you don’t think politicians should use them—but singling her out for their use is journalistic hackery.


A portion of Ms. Lopez’ media interview form


But the most ridiculous comment in the piece goes to Independent Councilman D. Michael Collins, who maintains that the truest response is “one that is extemporaneous.” Any experienced public figure should know the hazards of making it up while you go along: just ask Todd “legitimate rape” Akin, Mitt “47 percent” Romney, or Barack “cling to their guns and religion” Obama. According to his logic, no one should ever practice a speech again.

The bottom line is that it’s a good idea to prepare for interviews in advance. Perhaps it requires a defter touch than the one Ms. Lopez has been using. But many parts of The Blade’s piece feel like a highly selective singling out.

Of course, this is a bit less defensible.

A grateful top o’ the hat to Political Wire and reader Josh Spaulding.

What do you think? Please leave your thoughts in the comments section below.

Related Posts Plugin for WordPress, Blogger...

Join our email list to get our 21 most essential media training tips

An Amazon #1 PR Bestseller: The Media Training Bible: 101 Things You Absolutely, Positively Need To Know Before Your Next Interview. Learn more.

  • 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.

  • Comments or Tips?

  • Media Requests

    To book Brad Phillips for a media interview, please e-mail
  • In The News

    Click here to see media coverage of Brad Phillips and the Mr. Media Training Blog.
  • Media Training

    Click here for more information about our customized media training workshops. To book a media training workshop, e-mail