A couple of weeks ago I attended the press conference and media event with U.S. Rep Trent Franks and Mia Robertson and her parents (part of the Duck Dynasty family) for the Mia Moo Fund. My niece, who also attended, was born with a cleft lip and palate, so the Robertsons’ admirable charity and the congressman’s invitation for Mia to speak was particularly meaningful. Amidst all of the Duck Dynasty fanfare I was most impressed by the master spokespeople, Mia’s parents, Missy and Jase Robertson.
The Scene: Your beloved daughter was born with a cleft palate and wants to help other kids with the condition, so you help her start a foundation. A congressman born with the same condition helps raise awareness of the condition’s struggles and provides leadership support to the many children affected. Your daughter writes a speech for the event and you take your family to Washington, D.C. The media interviews begin and you are asked about abstinence before marriage and your family patriarch’s controversial remarks. This IS media relations.
While it’s always imperative to prep answers to easy questions before a media interview, this event reminded me about the importance and potential perils in lack of preparation on the really tough questions. Mia, Missy and Jase all have strong conviction for their subject matter and their passion resonates in every syllable. That kind of conviction isn’t as easy for the average spokesperson, so in lieu of family conviction and faith, make sure your spokesperson is mindful of these quick tips:
Relevant news topics: If anything is trending in the news even tangentially related to your industry make sure to address the affects to your organization’s mission.
Key messages: All messaging related to the topic and also key messages as they relate to other potential topics that could arise during an interview. Always have strong sound bites.
Importance of rapport: Being relaxed is the goal, but looking relaxed is essential. Body language on camera can indicate when a spokesperson isn’t prepared. While you can’t avoid the tough questions your spokesperson’s ability to build rapport will translate into a more confidence which translates to their ability to control the interview.
A stand-out moment from the interviews was when Mia was asked “What is the coolest part of having a new lip or new palate for you?” Eleven year old Mia responded “I don’t know” and the reporter followed up with “So, no comment. But you’re much happier now.”
No, she didn’t say “no comment,” she answered a bad question honestly. Based on her initial interviews I have no doubt Mia will be bridging and saving reporters from their own bad questions in no time.
The Mia Moo Fund tagline is “Every kid deserves a smile,” and this event gave a proud aunt and PR person a lot of reasons to smile too. Thank you.