Brianna Rivers: It’s Ok to Walk Away.

Recently, a woman went viral for punching a pro-life influencer during an impromptu street interview. Without warning, Brianna Rivers punched Savannah Craven Antao, allegedly leaving her bloodied and bruised. The attack was brutal and it was shocking.

As tragic as this situation is, we can glean several important PR tips and reminders. I do not condone violence and am incredibly sympathetic to how Craven Antao must be feeling. At the same time, I have several tips for both the person being interviewed and the person conducting the interview.

I’ll start with the interviewee.

First, if you agree to an interview, and later reconsider, please know that it is ok to walk away. You are under no obligation to grant an interview – much less an impromptu one. Should you grant an interview – especially an unplanned one – it is absolutely ok for you to end it early if you feel you are being baited or if you feel yourself losing your cool. It far better to end the interview early than to physically strike the other party.

Research the Interviewer

Next, you should never agree to an interview without understanding the interviewer, the interviewer’s style, their audience and how the interview will be used. Granting an interview without understanding these things could be especially harmful.

Further, before granting an interview, consider whether it will further your mission or message. If the interview will not further your mission and message, there is no reason to grant it. If an interview is not in alignment with your goals and priorities, kindly decline the opportunity.

It’s important to understand that being on camera isn’t necessarily a flex. I know we all want to share our opinion and to have people take interest in us. But a two-minute interview can lead to years of problems. Each interview should be considered with intentionality and forethought.

If a person unexpectedly puts a microphone in your face – and there is a camera in tow – do not assume that you will have a positive outcome. The risk is just too great. Simply keep walking even as you respond with a firm no.

Media Protocols

For serious media interviews, cable news networks will often arrange pre-interviews. The pre-interview is with the person who will be on camera, or in the case of high-profile figures – their publicist. This allows both the producer and the person being interviewed to fully understand the focus of the interview, the questions that could be asked, and the likely responses. This level of transparency allows both parties to determine if the media interview makes sense.

Know Yourself

It is important that each of us takes the time to learn our own proclivities, and the scenarios by which we are likely to thrive. When it comes to media relations, it’s important we are honest about our strengths and weaknesses. If you are easily provoked and angered, or if you wake up and you’re simply not in the best mood, do not grant an interview. If you are mentally exhausted, reschedule an interview if you can. Give yourself every opportunity to put your best foot forward.

Be Transparent

My PR tip for persons conducting interviews is simple: be transparent and direct about your focus for the conversation and how you plan to use the interview. We live in a highly partisan and hostile world. It is best to be upfront, even if it means you may not secure every interview you request. Also remember that when a person gets defensive, we have to be prepared for anything. Not all people are operating from the same place and it is imperative that you protect yourself and your team. This doesn’t condone Rivers’ behavior. There is no reason to physically attack a person. And at the end of the day, we can only control ourselves.

Jennifer R. Farmer is the principal of Spotlight PR LLC.  Check out our blog posts and subscribe for regular communications updates.