Opinion: we should stop briefing leaders to use pre-set media lines in 2026

Lately, we’ve noticed the same line popping up in media interviews again and again in every government interview we listen to: “I don’t recognise that.” It’s driving us slightly insane.

We don't expect every spokesperson, MP, or senior leader to never receive a briefing or media training, we literally delivery those sessions. But… 

I’d quite like to hear an answer to the question posed from the individual being interviewed, rather than a curated phrase designed to carefully step around it. I would also like to stop hearing the exact same phrase dished out to every question a journalist asks from multiple interviewees.

At this point, I have heard it so much it isn't coming across as neutral or prudent. It sounds coached, even to the untrained ear. And, it sounds like you're not being trusted to speak, all I can hear is that you can't answer the question, you can only be trusted to stick to the approved wording regardless of what's asked.

Not only does this make the actual interview exceptionally dull, and frustrating to listen to, your mind starts to wonder... thinking about whether they have something to hide, or whether they're just incompetent given they haven't been trusted to speak without resorting to stock phrases.

The pseudo-amnesia feels like blatant avoidance and I think we need to move past this when delivering media training, the whole set up needs to change. 

In our current media environment, evasive language feels wrong, it sets a negative tone, and for full departments it's insulting the audience’s intelligence. People can spot a media-trained dodge from a mile away, and once they do, really it's game over, the damage isn’t caused by saying the wrong thing anymore. The reputational damage is caused by this kind of obscure avoidance.

We should stop briefing leaders to use stock lines if we want to improve communications and media presence.

Sounding human and like yourself, needs to be weaved into media training, helping leaders to communicate clearly, staying with the basics… If you don’t know, say you don’t know and explain what you’ll do next. If something went wrong, acknowledge it. If it’s complex, talk us through the complexity, demonstrate your expertise. Teach them how to make a connection with the interviewer and really engage. 

We can do better than these stock phrases that make half the audience roll their eyes and the other half kick off a conspiracy thread.

Contact us here for media training, not repetition.