Dreadful interview: 4 lessons from a media relations fail

Yet another perfect example of how not to handle an interview, this time at the expense of British Labour Party leader Ed Miliband.

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At least his interviewer, ITV’s Damon Green, thought Miliband was going to answer his questions. Instead, Miliband did everything he could to control the message— repeating the same lines over and over again, ignoring his questioner, and even staging the shot.

His efforts backfired. Badly. If you haven’t seen this video yet, it’s worth watching as a perfect example of what not to do.

Miliband was certainly “on message.” In just over two minutes, he delivered this message six times:

“These strikes are wrong at a time when negotiations are still going on. But parents and the public have been let down by both sides, because the government has acted in a reckless and provocative manner. After today’s disruption, I urge both sides to put aside the rhetoric, get around the negotiation table, and stop it happening again.”

Green, the correspondent who interviewed Miliband, was upset by the politician’s evasiveness. The Guardian newspaper reported:

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