The Friendly (?) Ear

“I wanted to always play it down.  I still like playing it down...because I don’t want to create a panic.”

By now, you’re likely familiar with the quote that forced President Trump to spend days playing defense on the campaign trail.

In a recorded, March 19 conversation with journalist Bob Woodward, the president acknowledged playing down the severity of the COVID-19 pandemic, despite briefings that made it clear to him the dangers that lay ahead.

Whatever your political leanings, it’s undeniable that Mr. Trump’s words forced him to spend valuable time on the campaign trail explaining himself to voters, rather than laying out policies and promises.

But this isn’t about politics.

You’re obviously free to interpret the interview and its aftermath as you wish.

No, this is about journalism and how you and your relationship with an interviewer can lead down a dangerous path.

What is almost always left out of that controversial quote, as it’s dissected by pundits, is a seemingly innocuous response from Woodward in the midst of the President’s words.

The full quote: 

Trump: “I wanted to always play it down.”

Woodward: “Yeah. Uh huh.”

Trump: “Because I didn’t want to create a panic.”

Woodward’s reaction to the President’s first comment seems benign - almost meaningless.

It’s not.

A skillful reporter - and Woodward is among the best - hears a potentially controversial or news making statement from their interview subject and resists the urge to interrupt with a shocked reaction or rebuttal that would signal to the speaker that they just said something potentially damaging to their own cause.

Instead, Woodward offers a sympathetic ear, going along with what’s being said to see where the comments lead, all the while implying that he’s heard nothing that shocks or offends his sensibilities.

So what does a dust-up between the leader of the free world and our country’s most famous journalist have to do with you, the small business owner or subject matter expert looking to get on TV, the local paper or a popular website?

Plenty.

One day (perhaps after taking my seminar) you’ll be sitting across from a reporter armed with loads of questions and a recorder that could make or break your business and your dreams.

The reporter is not your friend.  He or she has a job to do.

No matter how sympathetic that ear may seem, never forget that it’s attached to a brain that is trying to figure out the most interesting story that can be told.  That story may or may not align with your expectations of free publicity.

I’m not suggesting you adopt an adversarial posture with the reporter, merely that you keep your offbeat sense of humor, “off the record” commentary or controversial, off-topic observations to yourself when the reporter arrives.

I want my clients to know how to attract media attention.

And, just as important, what to do with it when it comes.