Ambushed

The media doesn’t need your permission to enter your business, but they do need your permission to stay inside. If a television reporter and photographer enter your premises, it is your responsibility to tell them to leave your property. Many reporters will take their time leaving; trying to engage you in conversation while the photographer shoots video of your establishment. Don’t allow this to happen to you. Focus your attention on the photographer –not the reporter – and politely ask him to leave. But be firm and say it so the camera can hear it, “I am telling you to leave my property right now. You are trespassing. I also want that camera turned off now or you will hear from my attorney.”

You have a right to force any television camera to leave your place of business, so you should exert that power. Don’t allow the reporter to get any video of your product, service or business. If you are able to enforce this, you have just helped maintain damage control by limiting the reporter’s video.

There are some instances in television when the reporter won’t announce that he wants to interview you, and you won’t have a chance to prepare for your response. Instead, he will catch you off guard with his camera and microphone, asking you questions when you are least prepared. In television, this is publicly called the “unannounced interview” or “unscheduled interview” but privately, TV people refer to it as an “ambush.”

Most responsible journalists will reach out and request an on-camera interview in advance, but there are some television segments that are driven by this confrontational tabloid style. It makes for great TV and that’s why this form of sensational journalism always attracts viewers. It’s like driving by a car accident. You want to stop and look to see how bad the damage is. Viewers want to see the crooked businessman caught in his web of lies.

If a reporter ambushes you like this unannounced, maintain your composure and show respect for the camera. There’s a reason why “innocent people have nothing to hide” is such a cliché. Instead of running from the camera, approach the reporter in a non-threatening manner, and say you will gladly talk on camera but in a professional environment. Tell the reporter you have nothing to hide and will gladly talk on camera if it is scheduled. But don’t fall for the reporter’s bait. He’s going to throw out questions at you, while he has you in front of the camera. He might even insult you and invade your personal space. If he calls you slime for leaving a little old lady without water, look him in the eyes and say that you want a chance to respond on camera, but shouting is not the proper format.

Again, don’t let the reporter draw you to anger, and don’t let him lure you into saying something you will later regret. Assume the camera is always rolling, and everything you say is captured on TV. The reporter might keep asking you the same uncomfortable questions, but don’t get thrown off track. Keep repeating that you will talk on camera, but in the proper format and environment. Give the reporter a legitimate excuse why you can’t do the interview right now on the street. Of course you will have a legitimate excuse because you will be headed somewhere when those cameras unexpectedly jump out of the bushes.

Many of these confrontational reporters are good at getting sound from those who don’t want to speak. They’ve had years mastering the art. If you find yourself getting baited, lower your voice and speak softly, so the microphone won’t pick up anything you say. Mumble your words and don’t project your voice. The microphone will probably not be able to pick up what you say and if the camera doesn’t hear it, you won’t hear it on TV. The only thing that you should enunciate in the interview is that you will talk to the reporter in the proper format. Turn the tables on the reporter and tell him he is being unprofessional for not wanting to schedule an interview the responsible way.

For more insight on how to handle a reporter in any crisis situation, go to www.BeatthePressBook.com