Public Relations & Social Marketing Insight

When most people think of ambush interviews, they think of a television interviewer chasing after a scandal-tarred executive with camera and microphone in tow.

Those types of ambushes do occur occasionally, but they’re rare. More typically, an ambush occurs in one of two ways:

• When a reporter shows up without notice.
• When a reporter deviates from the agreed-upon topic to blindside a source with something totally unexpected.

In both cases, the reporter is after one thing: a great visual that makes you look guilty. If you respond with defensiveness, anger, or shock, the news outlet will run the tape of your bad reaction repeatedly, perhaps for days. You win an ambush by denying the reporter a great visual. If you’re ever ambushed, remember the advice offered in that old deodorant ad: never let ‘em see you sweat. By remaining calm, you prevent reporters from getting the compelling “money shot” they desire.