Half a century ago, it would have been seen as a badge of honour for politicians to be grilled by a tough interviewer. Today, media handlers want to see questions upfront. Where possible they will favour the soft interview that brings a big audience rather than tough-but-niche.
As a result, it feels as if fewer tough questions are being asked, or that politicians are better at dodging them.
In truth, there weren’t so many media options years ago, and why wouldn’t a politician want to reach a wide audience? Some establishment interviewers were never as tough as they imagined.
What is undeniable is that both parties need to feel they’re getting something out of the deal. The interview is a trade-off. The interviewer wants the big name, the big name wants the audience. Occasionally, it may be that the interviewee wants to reach that niche audience, and to show they are unafraid of answering the tough questions. This can be great for their credibility.
The Assembly, on ITV, is a breakthrough. The format enables tough questions to be asked, but creates an atmosphere interviewees want to be part of. For those who haven’t seen it, a group of autistic, neurodivergent &/or with learning differences interviewers ask the questions. This series of interviewees include Danny Dyer, David Tennant, Gary Lineker and Jade Thirlwall.
The profile of interviewers means they can land questions few others could manage (to Danny Dyer: ‘How working class was it to send your son to a private school?). The interviewer takes it in good grace. No one interviewer hogs the microphone. The group ends the show with a singalong.
The Assembly is lightning-in-a-bottle. It cannot be replicated. But, if you want to land tough questions, underline your customer’s credibility and create a great interview experience, there are lessons.
Take questions from multiple characters to build inclusivity. Have seating in-the-round to lessen the feeling of confrontation. Keep the atmosphere light and informal. Work towards an uplifting ending. Ideally, this should be done in-person, not via a conference call.
The Assembly is a joy. It is a reminder that asking tough questions can be fun. And it is more authentic than pretending to be an old lady or a confused documentary maker.
