How Sales dropped the ball on Abbott

Interview with @leighsales about to air on @abc730. Good to chat about our Real Solutions plan for Australia #abc730 pic.twitter.com/nnHOYu2FGF

— Tony Abbott (@TonyAbbottMHR) April 24, 2013

By Peter Clarke,

April 25, 2013

Late last year, Leigh Sales interviewed Tony Abbott live on the 730 Report. Sales was sharp and persistent, Abbott poorly prepared and struggling. Sales beat claims of bias and won a coveted Walkley Award for TV interviewing.

Naturally viewers were relishing the prospect of a return bout, and Sales and the program promoted the interview on social media. It now seems that if Abbott agrees to be interviewed on an ABC current affairs program it is a ‘get’. Because of the history and the ongoing tensions between the office of the opposition leader and the ABC, there is an additional expectation from the audience.

Unlike Sales’ interviews with Prime Minister Gillard, there is no history between Sales and Abbott around key policy areas or even how they engage in these set-piece, contested, political interviews. Rather, each interview appears to be built from the ground up, as if it was the first one. Their rarity causes a fundamental problem in the continuity of enquiry.

I first reviewed Sales’ performance in a piece about her interview with Gillard after she stared down Rudd to retain her leadership, in which I was quite critical of both participants. I have long been an admirer of Sales, and cite her as one of the best we have.

Or I used to.

Something happened in that Gillard interview which diminished the natural and hard-won interviewing skills Sales had clearly demonstrated. She gleaned very little useful insight or information for citizens. Last night’s interview with Abbott was calmer and smoother than the Gillard one or Sales’ last interview with Abbott, but, again, very little content of real value emerged. 

In fact, the most troubling aspect of the interview last night was that Sales did not appear to be listening acutely enough to Abbott’s answers. Alongside all the integrated skills and techniques in a top interviewer’s toolkit, LISTENING remains the key attribute. Without it, the ‘hollow dance’ becomes even more superficial.

This Abbott interview was roughly the same duration as the Gillard one – just over thirteen minutes. It was (as was the Gillard interview) pre-recorded. And Abbott was not in the studio with Sales. Here is a brief analysis of the interview transcript. 

In her set-up, Sales frames the interview as an enquiry into the Coalition’s economic plan, stating that “your vote will boil down” to your judgement on how well the Labor government handled the Global Financial Crisis and associated spending. Her opening remarks to Abbott followed that line until she ask the gift (for Abbott) question: Are you asking the public to elect you on blind faith?

In my article on Sales’ Gillard interview, I suggested that the interview never recovered from asking a broad diffuse and opinionated first question. Sales’ opening gambit with Gillard:

After recent events, aren’t Australians well within their rights to conclude that the Gillard Government is a dysfunctional mess that deserves to be consigned to opposition as soon as possible?

Notice the similarity in form and approach? Gillard walked through the giant gap. So did Abbott.

Sales could have chosen, as her set-up promised, a specific, targeted first question around economic policy to stop Abbott being able to rely on the generalised, abstract discourse politicians favour to avoid the question and stay on message. But Sales went for the flourish again, and it let her down, again.

Anatomy of Sales -v- Gillard interview

By Peter Clarke
March 26, 2013

A little context …

Lady Bracknell: To lose one parent, Mr. Worthing, may be regarded as a misfortune. To lose both looks like carelessness.
The Importance of Being Ernest by Oscar Wilde

What would Wilde have had to say about losing a conga-line of ministers, parliamentary secretaries and assorted whips?

Day after day, day after day,
We stuck, nor breath nor motion;
As idle as a painted ship
Upon a painted ocean.

Water, water, every where,
And all the boards did shrink;
Water, water, every where,
Nor any drop to drink.

The Rime of the Ancient Mariner by Samuel Taylor Coleridge

---

Another day, another interview. Or two, or three.

For an anchor of a nightly national current affairs program such as Leigh Sales @ABC730, this is her bedrock job: conducting set-piece accountability interviews and performing to the highest broadcast journalistic standards she and the team around her can aspire to and produce.

Last Monday night (25 March) was typical and unusual both. Her interviewee was the Prime Minister, Julia Gillard. That’s standard. Sales has interviewed Gillard many times both as PM and earlier. And, at times, very effectively both in terms of the information that she elicited and the tone and dynamic of the interview itself.

Monday night’s interview did not fall into that category. It was clearly an unusual context with Gillard, after yet another Ruddesque encounter with losing her Prime Ministership, out in media land selling her message of ‘done and dusted’ and essentially telling Australian electors, ‘Nothing to see here’.

The repeated lines tended to work better on shows such as The Project.

The Project

Of course, there was much to be seen here and imagined and speculated about and grimaced over and long sighs expended upon, heads shaking all the while. We knew that. Leigh Sales had that as an inescapable reality as she sat at her desk, writing her leads and plotting her approach to what turned out to be a short interview considering the steaming pile of political slag the PM was standing in front of vainly attempting some verbal legerdemain and misdirection to divert our collective bemused and weary gaze.

Happy to face #Faine ‘Star Chamber’: @Colvinius

By Peter Clarke
February 27th, 2013

EXCLUSIVE

Last night, I was watching 730 on ABC Television. As we can now, I also had my iPad fired up to follow the #abc730 hashtag as the program went to air.

With the cryptic words of the recent Jon Faine negative finding from the ABC’s Audience and Consumer Affairs unit still buzzing on my frontal lobes, I was rather amazed to see an interviewer, Leigh Sales, whom I generally admire for the brevity and forensic character of her interview questions, appear to become somebody else.

Bob Brown was the interviewee on a link. Clashes between Japanese whaling and re-fuelling vessels and Sea Shepherd boats in the Southern Ocean was the central topic.

As I remember, Sales in an interview last year with now Greens leader, Christine Milne, exhibited a similar “Mr Hyde” transformation: not listening, hectoring, seeming to have a single line she wished to pursue at all odds. Not forensic, revealing nor at all clever. Except if she was “under instructions” to “do” Brown.

It was not a pretty sight from a frontline journalistic interviewer.

Of course Brown’s claims and assertions needed plenty of testing. He, as a contrarian, in the scheme of things, usually has to bat off quite egregious questions to bring the audience back to some logic and his line of argument.

That is what he did last night. He was able to sidestep Sales’ technique with ease.

The key words from the Faine finding flew through my mind:

“argumentative”? – check

“over-simplification”? – check

Sales’ cringe-worthy use of a simplistic analogy to equate breaking windows on illegally parked cars in her neighborhood with the Sea Shepherd’s activities in the whale sanctuary and serious questions of international law were clearly “over-simplification”.

“strongly-stated personal opinion”? – check

“due impartiality”? – well this is the clincher, catch-all phrase replete with ambiguity and deeply dependent on subjective responses on the part of citizen consumers and potential complainants.

I tweeted a brief critique of the interview. Others on the #abc730 hashtag were more pungent and clearly did not perceive “due impartiality” in Sales from their perspective.

Let me be clear. I don’t believe the Sales-Brown interview last night warrants a complaint for “bias” or lack of “impartiality” on Sales’ part. A critique of her approach and professional technique? Yes. By any measure, the outcome of that interview for us citizens was a very thin gruel.

That after all is the only real reason for major broadcast, “set piece”, accountability interviews. To reveal “factual” information, test claims and create coherence as optimally as possible in the (always) brief time allocated.

Showing off, digging in journalistic spurs for the sake of it are superfluous to the task. And almost inevitably counter-productive as last night again demonstrated.