Posted by Tom Gable
As covered in The Christian Science Monitor and elsewhere, Vice President Joe Biden “strayed way off message” on how to deal with the swine flu crisis during an appearance on The Today Show. He advised people not to go anywhere in confined spaces – airplanes and subways specifically.
The White House press office issued a news release in trying to clarify the remarks: “On the Today Show this morning the Vice President was asked what he would tell a family member who was considering air travel to Mexico this week. The advice he is giving family members is the same advice the Administration is giving to all Americans: that they should avoid unnecessary air travel to and from Mexico.”
However, Mexico was never mentioned in the TV appearance. This led to a great exchange in a Q&A session with Robert Gibbs, White House press secretary, who tried to keep the Mexico spin going. A savvy reporter read directly from what Biden had said.
“I understand what he said, and I’m telling you what he meant to say,” Gibbs said.
This will help him land in the next edition of “The stupidest Things Every Said by Politicians.”
One of my favorites from that book: “It’s not easy getting up there and saying nothing. It takes a lot of preparation.” – White House spokesman Barry Toiv during the Clinton Administration.
To that, let’s add a few from Dan Quayle so we have something from both sides of the aisle:
• “What a waste it is to lose one’s mind. Or not to have a mind is being very wasteful. How true that is.”
• “I love California. I practically grew up in Phoenix.”
• “I was recently on a tour of Latin America, and the only regret I have is
that I didn’t study my Latin harder in school so I could converse with those
people.”
• “I believe we are on an irreversible trend toward more freedom and democracy. But that could change.”
Media and presentation training are a must for anyone in advance of a media interview or presentation where there could be Q&A. Think about the future headline or sound bite and prepare the three or four key points you want to make to get to that headline. Have supportive evidence lined up for each of the key points as well.
This approach creates a structure for organizing thoughts and keeping on message. With good copy and research in hand, average intelligence, tough rehearsal with skilled inquisitors, setting aside ego, listening to the trainers and committing to getting better, just about anyone can nail an interview. Thankfully for ongoing entertainment value, a steady parade of politicians, CEOs with egos as big as Mount Whitney, spokesmen for special interest groups and assorted gadflies seem to avoid training, don’t take it seriously or flunk it. Biden and Gibbs made great things happen in the first 100 days. Here’s hoping the trend continues.
Tags: Crisis PR, government, humor, media training, spin
