Handling a Media Ambush

It’s a most disorientating experience and a tactic designed by the media to secure a dramatic or revealing response.  We’ve all seen examples of this: maybe the “victim” covers their face and runs away, puts their hand over the camera lens and shouts “no comment” or responds with hostility to the reporter’s enquiries.  All of these actions serve the purposes of the media agenda, but do nothing to protect your reputation. 

So, how should you deal with this situation?

1) Stay calm

If you are “ambushed” by a journalist or film crew, stay calm and respond positively. If you’re taken off guard, this demeanour can be hard to achieve, but collect your thoughts as quickly as possible, take a couple of deep breaths and listen carefully to what is being said.  Never push the camera/microphone/notebooks away.  The more composed and professional you look, the more positively you will be perceived by viewers.

2) Focus on the reporter, not the camera

Avoid looking directly at the camera. This may convey surprise, nervousness or hostility, none of which are helpful to your position. Instead, remain composed, keep your eyes on the reporter and carefully concentrate on what they are saying.

3) Keep it brief

If you are aware of the situation to which they are referring and have already prepared a response, provide this information briefly and politely.  In the early stages of a developing incident, it could be as simple as: “We are aware of this incident, we are concerned about its impact and we are doing everything we can to find out what caused it. As soon as we do that - we'll be able to say more.”.  If you are unaware of the situation to which they are referring, say so and explain that you will look into it and then get back to them with a response.  Stick to this line even if challenged.

4) Never speculate, never guess

Always stick to what you know. Doorstepping is often about using the element of surprise to capture an off-guard reaction. Avoid speculation and never say anything about which you are not 100% certain.  If you do, and the reality turns out to be something different, you have a major credibility problem.

5) Move into a safe place

When you’ve said what you have to say - move out of the danger zone and into a private place, usually your office. Don’t be drawn into further questions, but remain polite and composed.

6) Plan your response

Having successfully managed the initial encounter, you can consider a more planned media response.  Find out the facts and issue a prepared statement, or consider a follow up interview to paint a more complete picture. The unexpected nature of the media ambush makes them very difficult to handle. 

Preparing yourself for the possibility of this scenario one day and knowing how to deal with it means you are more likely to succeed.  Realistic rehearsals as part of media training or a crisis simulation will further hone your skills.