How to handle a media ambush

When Australian media company chairman Peter Costello was confronted by a video journalist at Canberra Airport, things escalated quickly.

Somehow, the reporter took a tumble and ended up on the floor.

Costello denied touching him, but resigned as chairman of Nine Entertainment three days later.

Here's how the confrontation looked:

https://video.wixstatic.com/video/a560a5_2fa5be8525c84a4a9bda30a7cb383132/720p/mp4/file.mp4

Nine Entertainment chair Peter Costello at Canberra Airport, June 2024

The airport encounter was undoubtedly annoying. This was never the venue for a media interview.  

But there are better ways to handle a media ambush when a reporter shows up unexpectedly:

 Stay calm and keep walking

• Don’t show irritation: your reaction will be the story

• Don’t stop walking: it’s harder to disengage if you do

• Don’t ignore them: it looks evasive  

Don’t attempt an unprepared response

• Refer to your published statement, if you have one

• Suggest they contact your communications team

• Keep it short: one line only  

Whatever you do, assume your response will be used.

Even if it ’s just five unplanned seconds in an airport.