Katie Porter: How to Salvage an Interview Once It’s Gone off the Rails

California gubernatorial candidate, and former Congresswoman Katie Porter recently sat for an interview with a CBS affiliate in Sacramento. While the interview was 30 minutes, the most salacious portion of the conversation, approximately 3 minutes, went viral.

In viral clips, viewers witness Porter threatening to ‘call,’ which means end, the interview. She notes she doesn’t want to have an unpleasant experience, and also notes she doesn’t ‘want this on camera.’ By the way, if you’re the principal, or the person being interviewed, you shouldn’t be ‘calling’ anything. That is your publicist or team’s job, but only when it is clear the interview cannot be salvaged. In my 23 years in public relations, I’ve never had to abruptly end an interview.

Anyone can have a bad day.

Before I continue, let me be clear that anyone can have a bad day. All of us have had experiences where we lost our cool or said something we wish we could take back. Certainly, if you’re running for office, the chances of you having a bad day are significantly higher than the average person. I have great empathy for Porter, even as I wish she would have handled the situation differently.

Regrettably, Porter’s behavior reflected poorly on her campaign. However, her interview is instructive for the rest of us. So, what can you do to increase the likelihood of a successful media interview?

Pre-planning is everything.

First, appreciate that a successful media engagement begins well before you sit for an interview. Prior to your interview, your publicist or public relations staff should set the terms for the engagement. This includes discerning the length of the interview, the topics to be discussed and what will be on- versus off-the-record. On the first point, I do not recommend interviews longer than 20 minutes. Lengthy interviews can be taxing for principals who are frequently public facing.

If your team has set the terms for your media interview, the appearance itself should go smoothly. But what happens if it doesn’t? How do you salvage a discussion that’s clearly gone off the rails?

Here are three things you can do to ensure a positive media experience.

Understand that the reporter has a job to do.

Reporters are not extensions of your public relations team. They have a job to do just like you. Their job is report in the public interest. When it comes to political candidates, reporters should ask candidates questions of importance to their media outlet’s audience. Their job is to ask questions that the average person will never have a chance to ask candidates. This may involve follow-up questions, which is completely appropriate.

Appreciate that the cameras will not stop rolling if things go off track.

The moment you agree to go on-the-record, everything that you say and do is fair game for inclusion in the story. Once cameras begin rolling, they will capture everything – the good and the bad. You cannot expect reporters and producers to stop filming just because you say something you wish you didn’t. This is the painful reality of live media interviews.

Ask to take a break.

If you feel yourself getting defensive or angry, ask for a 5- to 10-minute break. If the reporter or host obliges your request, walk away, and take long, deep breaths. Don’t berate yourself, and don’t tell yourself everything is ruined. Focus on breathing and calming yourself.

Acknowledge the tension and apologize.

Again, reporters have a job to do just like everyone else. If you get angry, or respond inappropriately apologize. Contrary to public perception, most reporters are not out to get you or anyone else. They want to do their jobs, but that doesn’t automatically put them at ends with you. If you lose your cool, apologize quickly.

Finally, remember the big picture.

If you’re running for office, media is part of the job. You need the media to reach your audience. Therefore, try to see the media as a resource and not a detractor. This doesn’t mean that all media outlets or all media requests are appropriate for your organization or campaign. It does mean that when you agree to a media interview, you should do your best to get the media spotlight you deserve.

Jennifer R. Farmer, aka The PR Whisperer,^® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.