There are two top teams when it comes to media training. Both teams are brilliant at what they do. One is Bill Ralston his missus Janet Wilson, the other team is Brian Edwards and his missus Judy Callingham. I rate both teams as equals, both are are very successful. The reason for their success is the ability to remove the politics from a situation or issue and to look at the issue or challenge dispassionately and almost mathematically or scientifically.
It is why I respect both Brian and Billy.
So when Brian Edwards says that John Campbell got schooled by John Key it pays to listen. Only a silly person would scoff and laugh it all off as a lucky break and a result of media training. I mean think about that for a moment…Russell Brown, amongst others has suggested that a quick once over lightly media training session allowed John Key to destroy someone who has had constant media training day in day out on his own show…that that same media training allowed John Key to foot it with John campbell on and equal footing and then miraculously land a couple of killer punches against the general thrust of the fight?
It’s bullshit. Â A crude term I know, and certainly my good friend Brian Edwards wouldn’t be pleased with such coarse language, but bullshit is what that excuse is and bullshit is what it must be called. Brian Edwards agrees…except he uses much finer words to explain.
But first an explanation as to what a TV interview can deliver in the hands of skilled operator.
In the political arena, television provides incontrovertible evidence of the truth of the old saw that a picture is worth a thousand words. Its ultimate power lies in the close-up. In this respect I like to quote the doyen of British television interviewers, the late-lamented Sir Robin Day:
âWhen a TV interviewer questions a politician, this is one of the rare occasions, perhaps the only occasion outside Parliament, when a politicianâs performance cannot be completely manipulated or packaged or artificially hyped.
âThe image-maker can advise on how to sit, or what hairstyle to have, or on voice quality. But once the interview has started, the politician is on his or her ownâŠ.
âUnlike a politicianâs platform speech, or a politicianâs article, or a politicianâs TV address, an interview on television is one public act which is not in the hands of the advertising men, the pollsters and propagandists, the image-makers, the public relations experts or the marketing menâŠ.
âIn a TV interview,Â provided there is time for probing cross-examination, the politician cannot be wholly shielded against the unexpected. The politicianâs own brain is seen to operate. His or her real personality tends to burst out. Truth is liable to raise its lovely head.âÂ Read more »