Where Media Meets Communication
Tom Mangold discusses what makes a bad political interview and whether media trainers are to blame
“95% of all political interviews are garbage.”
Thank you to everyone who suggested questions for the interview with my Dad, Tom Mangold.
I did my best to ask them all.
Great conversations with global experts…
• strategic partnerships
• emerging markets leaders
• brand positioning
• exceptional communication skills
Exciting times for Mangold Consultancy
If you’re briefing a spokesperson before an interview in a crisis situation, there is a high chance that you’ve got a lot to juggle.
You’re probably managing multiple communications to people inside and outside the organisation while responding to a fast-changing situation in a swirl of facts and rumours.
So, to get the most out of your time and support your spokesperson in this really challenging environment, these are my top tips:
These are the things your spokesperson needs from you to help them give their best performance
2 sisters working together?
Crisis superpowers, journalistic expertise, snacks 🥜
This is how Jess Mangold and I make it work…
Jess on Abby – “She puts people at ease within seconds, finding common ground and camaraderie, even in high-pressure crisis situations”
“Seamless makeup application for being on camera. What she doesn’t know about this topic is not worth worrying about.”
“Bringing and holding people together in a crisis, uniting individuals and the group. It’s her crisis communications superpower.”
Abby on Jess – “Her prep is second to none. Training notes, research, making time to practice – you name it, she’s prepped!”
“Snacks! Jess is not one to go hungry, so she avoids team energy dips by always having a healthy snack squirrelled away in her backpack.”
“She’s great at remembering reports she’s read, or experiences as a journalist; neatly sliding them into conversations with clients to add colour and demonstrate our expertise.”
My son made me…
🫣 when he recently convinced me to ride the UK’s tallest, fastest, most weightless rollercoaster.
🎢 Hyperia at Thorpe Park stands 236 feet tall, with two inversions and a 995-meter track, all at speeds of 80 mph +.
⏳ And in the 90 seconds it took to complete the ride, I realised the experience was not unlike putting myself out here on LinkedIn – nerves of steel and taut enthusiasm, all the while secretly fearing falling flat.
😰 And I am not alone. Speaking to women in business, both senior leaders and entrepreneurs at new business meetings and networking, it appears many of us feel the stomach drop, pre-post on LinkedIn.
🤲🏻 So for anyone feeling the LinkedIn ick – be assured we are all in it together. And for 90 seconds of fear, you may just get all the thrills of a completely new experience!
Being the face of the organisation in a crisis is a BIG ask.
So a spokesperson must ask a few things in return before doing an interview.
Here are 5 things great spokespeople do in a crisis:
Comment here if you have any more tips…
Featured Image by Fardad sepandar on Unsplash
Spring into action. No seasonal pun intended.
Coincidentally, several clients have new team members who are replacing, stepping up or temporarily covering for other colleagues.
It feels a little unnerving when long-established relationships shift. So, we are taking a breath and using the opportunity to revisit their needs.
• Make time to meet in person.
• Discuss the crisis comms blocker they most want to shift.
• Draw up an achievable plan.
• Remind them of how much we have already achieved together.
• Finally, remind myself and the team of our USP, the breadth of client issues we’ve helped navigate over the last 10 years and continue our growth to meet all our clients’ needs.
Photo by Karl Fredrickson on Unsplash
Our Dad, Tom Mangold, gives a unique explainer on why today’s media and journalism needs to adjust.
The journalist does their homework. For a great interview, the interviewee must do theirs.
This is why every spokesperson should do their prep.
Abby Mangold speaking with Journalist Tom Mangold about truth in the media and where to find it.
Can we trust anyone in the media in 2025?
Being interviewed isn’t as easy as it sounds. And media training always helps.
Here’s a candid explainer on one approach to media training with Tom Mangold.
Tom Mangold is an award-winning journalist and author.
Reporter on circa 120 episodes of BBC Panorama.
He’s 90 and STILL working
He cycles every day
At his heart, this man is a journalist. And he’s also our Dad.
Earlier this year I asked people what they’d like to ask him. It felt like the right time to put HIM in the hot seat for a change.
So, we sat down and discussed – media, truth, interviews, social platforms, crisis.
To kick things off, here’s his take on his craft.
So you’re new to speaking to the media…this one’s for you!
Lessons from Media Training and all the newbies out there.
A couple of bloopers…
This one is for all the wonderful people we train who worry about making mistakes when presenting or being interviewed.
It happens to all of us!
We decided to make the most of the splendid reception at the office of our client, Central Co-op.
We had a great day working with the team, putting them through their paces and supporting them to talk about the incredible work of this 180-year-old community-based co-operative business.
We’ve been working with this retail client for 5 years.
We’ve gone through the good times and the tougher ones.
We’ve supported each other to grow as organisations.
So we were chuffed when they told us:
“Abby and Jess consistently provide clear thinking and boil down complex matters, into concise guidance.
As media trainers they are industry experts, give honest and fair feedback in a safe environment.
They are the critical friends you want on speed dial.”
Be brave…
Putting myself out there on LinkedIn does not come naturally.
I’d 100% prefer to be behind the camera.
But I also understand that sometimes you have to get outside your comfort zone.
It’s thanks to Jess Mangold who prods me, our services and clients to always be better and braver.
This photo sums up my fear and her support beautifully.
And she is probably the bravest person I know.
Spoiler alert. Crises are nothing like disaster movies.
Disasters (unlike the Rock) don’t fall out of the sky.
99% emerge from issues which have been bubbling for some time. People are aware and assume someone else will fix it or it will ‘just go away’.
Surprise – there are no silver bullets (or the Rock suddenly appearing to save the day). Solutions come step-by-step, from the A – Z of preparation and a tonne of hard work in ‘peacetime’.
Real heroes don’t look like Dwayne ‘The Rock’ Johnson. Well, some might but universally heroes are the people doing their jobs well, who know their organisation and have the empathy and communication skills needed to act in difficult situations.
Full transparency I’m a huge disaster movies fan (nothing to do with the Rock)
Photo Credit: IGN
Busy days for Team Mangold Consultancy.
Jess Mangold and Justin Clark were in leafy North London with our client the historic Alexandra Palace and Park, delivering a workshop to evolve their use of social media to better serve their visitors.
Abby Mangold headed to sunny Westminster talking with the UK Government Communication Service, finding out more about how they are using “Assist”, the dynamic AI tool transforming government communications.
Worth noting that their Crisis Communications Planning Guide and STOP Template are a fantastic resource for anyone interested in managing crises.
They say never work with animals, kids and family.
Well I broke all those rules when I interviewed my Dad, Tom Mangold, with a cameo by Zak!
Thanks to everyone who suggested questions to ask this ‘veteran broadcaster’!
Jess Mangold and I are busy editing together the highlights, more to come very soon…