The ambush. It's a media tactic designed to force a dramatic or embarrassing
response. And if it's your home or office they're targeting, you'll probably have
no idea how to respond.
Perhaps your company is at the centre of a controversy. Maybe you've already turned down
interview requests. Whatever the reason, opening the door to a camera crew is unsettling, intim-
idating and confusing.
I can speak from experience. In the 1990's, I resigned from TVNZ news in protest at the news-
room's continued harassment of former All Black Zinzan Brooke. I had been sent to Brooke's
home to confront him over (unfounded) rumours he was switching from rugby to league. A
visibly angry Brooke gave me the same answer he had given to other TVNZ reporters - the
rumours were wrong.
But newsroom management weren't satisfied with a clarification. They wanted a denial. And it
had to be on-camera. The story was a non-story. But it still made the evening news.
Sadly, the ambush is making a comeback. It's now very common for newspaper reporters and
photographers to arrive unannounced on your doorstep. TV3's John Campbell now leads the pack
when it comes to chasing people through city streets and front gardens. The reason? Cost,
convenience and the embarrassment factor.
An ambush is a lot cheaper than producing a packaged television news item. It fills the gap
when reluctant guests avoid or decline a studio interview. And the results are often more comp-
elling and more revealing than a traditional news story. Some of the people confronted by
Campbell seem unaware their comments are being recorded by a wireless microphone.
So what should you do?
Often the first instinct is to flee. This is not a good look - viewers will assume you have some-
thing to hide. Some people put their hands over the camera, shouting “No comment.” This
is also a bad look. It makes you appear aggressive, defensive, and obstructive. These actions
do nothing to protect your reputation.
Here are a few alternative ideas:
1) Try to stay composed
If you are ambushed by a journalist or film crew, try to stay calm and respond positively. In reality,
the film crew are probably just as nervous as you. So collect your thoughts as quickly as possible,
take a couple of deep breaths and listen carefully to what is being said. Never push the camera/
microphone/notebooks away. The more composed and professional you appears, the better it looks
for viewers.
2) Ask questions
An ambush begins with the reporter demanding answers. Questions are their ammunition. So fire
back some questions of your own. Who are you? What programme are you from? Where did you
get this information? Why are you harassing me like this? What evidence do you have that we’ve
done anything wrong?
Reporters hate questions. They are programmed to ask, not answer. Questions defuse tension,
and take some power away from the reporter.
3) Focus on the reporter, not the camera
Avoid looking directly at the camera. You could appear looking nervous, untrustworthy, rattled etc.
Instead, remain composed, keep your eyes on the reporter and carefully concentrate on the con-
versation you are having.
4) Keep it brief
If you know what they’re referring to, you will hopefully have a prepared response. Provide this
information briefly and politely. In the early stages of a developing incident, it could be as simple
as: We are aware of this complaint. We have launched an immediate investigation. I can’t give
you any further detail while this matter is under investigation. But as soon as we have answers
we’ll certainly keep you updated.
If you are unaware of the situation to which they are referring, say so. Explain that you will look
into it, and then get back to them with a response. Stick to this line even if challenged. Make
your position clear, thank them, and then leave.
5) Never speculate
Always stick to what you know. Never comment on rumour or speculation. It is quite ok to tell a
reporter you simply don’t have the answer.
6) Move into a safe place
When you've said what you have to say - move out of the danger zone and into a private place,
usually your office. Don't be drawn into further questions, but remain polite and composed.
7) Media Tricks
A reporter may be wearing a lapel or hidden microphone. So even if you don’t see the camera
operator, don’t assume your voice isn’t being recorded. Another trick is to have the camera oper-
ator casually holding the camera at knee level. Don’t be fooled – he’s probably got the camera
tilted up at your face, and is recording!
8) Plan a response.
Having successfully managed the initial encounter, you can consider a more planned media
response. Find out the facts and issue a prepared statement. Or consider a follow up interview
to paint a more complete picture. Don’t avoid the media – they’ll simply chase you longer and
harder. Even if you have bad news, front up and explain.
And finally, the obvious tip: practise. Consider media training. Tips are fine, but they can’t
prepare you for the real thing. On-camera interview rehearsals will fine-tune your performance
before you face a professional journalist.
