One of the most important lessons in media and presentation training is to avoid qualifiers that weaken your message. In interviews, cut-through comes from being concise, direct and deliberate.
Recent comments from Perth Bears coach Mal Meninga offer a useful example of how easily a message can lose force when it is softened or over-explained. Meninga was responding to criticism around his fledgling team’s inability to sign players of note – “marquees” – among other issues.
Some of his phrasing diluted what were otherwise reasonable points. Here’s what we can learn from his responses.
First response:
“It (the criticism) upsets me and disappoints me in a way.”
The qualifier “in a way” softens the statement unnecessarily. If you’re upset and disappointed, say it clearly and own it.
Another response:
“It’s all about legacy, honestly. I don’t have any other deep reason why.”
Words such as “honestly” are often used unconsciously in interviews, but they can distract from the message. Strong communicators trust the audience to accept what they are saying without verbal padding.
And this:
“I’ve come to the conclusion that I’m really happy with where I am, as far as the club is, certainly regarding the roster management…I firmly believe we have marquees in the making.”
The strongest part of the quote is the final sentence. That’s the message. Everything before it delays the point rather than strengthening it. If you believe it, say it with qualification.
This matters because media interviews are rarely won through volume or explanation. The more a spokesperson explains their position, the easier it becomes for the audience to lose the main message.
There are lots of issues at play for Big Mal. He is reportedly on a million dollars a year without being required to live in Perth (a sweet gig if you can get it) and hasn’t coached a club team since Canberra 25 years ago.
But this is all about the messaging and preparation is critical. Good media interviews are rarely improvised. They are built on clarity and confidence.
Media interviews are 90 percent preparation, the main focus of which is helping you “own” the interaction.
Mal Meninga famously abandoned a political career in 2001 when he announced his candidacy for the ACT Legislative Assembly in a live ABC Radio interview that lasted just 28 seconds. He concluded the interview saying: “I’m buggered. I’m sorry” before walking out.
His abrupt withdrawal from the interview instantly became the story.
The lesson for leaders, executives and spokespeople is simple: say what you mean, keep it clear, and avoid diluting your own message.
If you are in a position where media interaction and presenting are part of your role, Primary Communication is here to help. Get in touch today.
Craig Regan, Senior Account Director
