One School District. Yet Another Awful Media Disaster.

Written by Brad Phillips @MrMediaTraining on October 11, 2012 – 6:02 am

You may remember Dr. Lynn Beckwith, chairman of the St. Louis-area Riverview Gardens School District.

He’s the man who feared a dastardly “walking away” shot after an ambush interview had ended—and therefore refused to walk away from the reporter. You can read about that incident in my earlier post, “Whatever You Do, Don’t Back Up!”

I came across another video of Dr. Beckwith’s strange media approach recently (I missed this clip when it originally aired in May 2011), proving that the first one wasn’t an anomaly.

I could list several things Dr. Beckwith did wrong in this interview, but one stands out above all others: he forgot who his audience was.

Beckwith appears to hold this reporter in low regard (that’s a generous understatement), but it shouldn’t matter. His conversation is supposed to be aimed at the audience—not the reporter—and it’s hard to imagine that this interview did much to increase public trust in Beckwith’s job performance.

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Must-See Video: Whatever You Do, Don’t Back Up!

Written by Brad Phillips @MrMediaTraining on July 23, 2012 – 6:04 am

Dr. Lynn Beckwith, the chairman of a local St. Louis-area school board, became a bit of a laughingstock lately after an odd interaction with a local television reporter.

As you’ll see in the video below, Dr. Beckwith started off on the wrong foot by offering snippy answers to the reporter. He forgot that the reporter wasn’t his audience—the parents, teachers, and community members were. And he unnecessarily came off looking petty and hostile as a result.

But that wasn’t what made this interview memorable. It was his refusal to walk away from the reporter.

It’s easy to mock Dr. Beckwith’s approach, and he certainly shouldn’t have announced on camera why he didn’t want to walk away. But his instinct to prevent the reporter from getting the “back to camera” shot was exactly right.

In fact, in a recent series about how to survive ambush interviews, I wrote: 

“To avoid the devastating “walking away with back to camera” shot, consider continuing to face the reporter as you walk backwards, delivering the same message a second time. Deny them the defensive-looking visual!”


I didn’t think to mention in that article something that I thought was rather obvious—that walking backwards only works to expanse a short distance (think one end of an office to another)—and not a yards-long parking lot. So what can Dr. Beckwith do if this happens again?

1. Do a Walk and Talk: Instead of standing in the parking lot like a man under siege, he could have invited the reporter and camera crew to walk with him to the front door of the building as he delivered his comments. 

2. Invite Them Inside: Dr. Beckwith could have invited the camera crew and the reporter inside the building to do a more rightful interview. He could have asked them to put the camera down and walk with him into the building so they could find a suitable place to speak.

3. Walk Away (The Right Way): Dr. Beckwith was right that this is a less-than-ideal option. But he could have at least diminished the bad optics by turning back to the reporter a time or two during his walk to the front door, cheerfully telling him: “I hope you’ll call my office tomorrow morning to schedule an interview. I’m late for a meeting, but would be delighted to speak with you.”

By the way, yes, the reporter’s closing line was a gratuitous cheap shot. But Dr. Beckwith is somewhat lucky the reporter took it, since it likely shifted at least a little audience sympathy his way. 

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h/t Roula Amire, Tripp Frolichstein

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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.

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    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.

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

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    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.

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