In the media relations world, there’s an important unwritten rule to follow: if you’re not the one being interviewed, don’t speak. This principle was ignored during a recent CBS News interview with former NFL coach Bill Belichick, 73. The topic of his relationship with 24-year-old Jordan Hudson came up, and when the interviewer inquired about the public attention surrounding it, Hudson interjected with a firm, “He’s not answering that question.”

As your trusted public relations agency, we understand that the instinct to protect someone you care about is understandable; however, this interruption became a prime example of how not to handle media scrutiny. Instead of diffusing the situation, it amplified it, turning a potentially brief, controlled moment into a viral clip and making their relationship a widespread talking point, often the subject of jokes.

Here’s why unsolicited interruptions can be detrimental:

• They draw more attention: Attempting to shut down a question from the sidelines often highlights the very topic someone wishes to avoid.
• They create awkwardness: Interruptions disrupt the flow of the interview and can make the interviewee and the interviewer uncomfortable.
• They cede control: The person not being interviewed takes over the narrative, potentially in a way that isn’t strategic or helpful.

Understanding media dynamics is crucial for anyone in the public eye or those around them. A seasoned publicist or attorney might strategically interject in specific circumstances.

Situations where a designated representative might appropriately chime in include:

• Correcting a factual error made by the interviewer.
• Bridging the conversation back to the agreed-upon topics.
• Halting an inappropriately personal or off-limits line of questioning that was not previously agreed to.

These interventions are calculated and designed to protect the interviewee and the narrative.

However, an unsolicited interruption from someone not designated to manage the interview can backfire spectacularly. In Belichick’s case, a simple, direct response from the coach himself, such as “That’s between us” or “We’re doing fine, thanks for asking,” would have likely been far more effective in shutting down the line of questioning without creating a media firestorm.

The clear takeaway: in an interview setting, the interviewee is in the driver’s seat. Others present should remain silent unless there’s a pre-determined reason or an urgent, legitimate need to intervene. Otherwise, zipping your lips is often the most strategic move to avoid unintended consequences and keep the focus where it belongs – on the person being interviewed. Otherwise, you might end up needing us for Florida PR crisis management.

Jessica Shein

Account Director