Key Points:
- Media training is essential even for charismatic spokespeople because natural presence does not prepare someone to handle high-pressure or controversial questions.
- Clear boundaries and messaging guidelines must be set before any media appearance to prevent off-message or damaging commentary.
- When interviews go off track, reacting defensively can worsen the situation while a prepared and transparent response helps maintain credibility.
One of the biggest mistakes you can make in communications is putting someone in front of the media without first testing how they’ll handle the hard stuff. The tough questions – the ones you’d rather not answer – are exactly the ones that need to be practiced. LIV Golf learned this the hard way when a spokesperson went off script during a podcast interview in response to a question about Saudi funding.
What Happened & Why It Matters
LIV Golf granted press access to Bill Hobson, who hosts Michigan Golf Live and runs a podcast on the Fore Golfers Network. During an interview with Pat Perez, a professional golfer who now works as a TV analyst for the league, Hobson brought up LIV’s controversial funding, which is backed by Saudi Arabia’s Public Investment Fund. Perez, who was representing LIV Golf in the interview said the following:
“A lot of people don’t like the funding from the Saudis, but you know, they’re involved in so many things in the United States, and I think people do forget that. This is not like some group that’s not involved in the United States currency in some form or another, what they do or how they do it. You know, we sell tons, 100s of millions of dollars of weapons and ammunitions and stuff like that to the Saudis, so if it was such a big problem, why would the United States sell them all this artillery? Last time I checked, they bought $850 million worth of artillery from us, so if they’re such a threat to the United States as far as terrorism and all that stuff, why the hell would you sell them all this equipment?”
(Oh, to be a fly on the wall when LIV’s head of communications listened back to the interview for the first time!)
Following the interview, LIV asked Hobson to remove that portion, and when he declined, they revoked his credentials for the upcoming LIV golf tournament in Michigan. The result wasn’t calm – it was headlines and more attention on the very issue they didn’t want in focus.
It’s a textbook display of the Streisand Effect: Suppress a question, and you only shine a brighter spotlight on it.
Franco’s Point of View: The Value of Media Readiness
This isn’t about picking on LIV, it’s about learning from a vivid illustration of what can go wrong when someone goes into an interview unprepared. A spokesperson may be charismatic and camera-ready, but that doesn’t mean they know how to navigate loaded questions or redirect a hostile interview. Which is why no matter what the interview is about, it’s important to always prepare your spokesperson for the hard questions so they’re not just good in the room, they’re unshakable under fire.
Here are the key takeaways, both for communicators and for leaders considering who to put forward:
1. Train before you trust them in front of a mic.
Natural charisma doesn’t equal media readiness. Someone may shine in front of an audience or on camera, but interviews bring a different kind of pressure. Media training equips even the strongest communicators to handle curveballs without losing control of the message.
2. Set expectations and define the boundaries.
A confident speaker might think they can improvise, but without clear guidance they can wander into dangerous territory. Define the key messages, the off-limits areas and the strategy for staying on track before they ever step into an interview.
3. Communicate with openness and integrity.
Skilled talkers sometimes try to “smooth out” the tough questions. That approach backfires. Media training emphasizes courageous truth, acknowledging the hard topics directly while still anchoring the conversation in credibility and transparency.
4. Prepare for curveballs with bridging strategies.
Even great speakers can freeze when caught off guard. Training arms them with tools to gracefully redirect, like:
“I don’t have details on that, but what I can share is…”
“That’s one perspective…what’s most relevant here is…”
These strategies keep them calm, clear and in control.
5. Have a plan for when things go wrong.
Even with the best preparation, interviews don’t always go as planned. A tough question might land harder than expected, or a spokesperson may stumble. That’s when training and planning matter most. Instead of reacting defensively (revoking access, cutting off dialogue or doubling down) organizations should lean on their preparation. Acknowledge the moment, provide clarity and pivot back to your core message. Reactive moves escalate crises; thoughtful responses build resilience and protect credibility.
Cayce Kosch is an Integrated Communications Manager at Franco. Connect with her on LinkedIn.
