A recent interview in Australia by ABC Four Corners reporter Angus Grigg with Woolworths CEO Brad Banducci on pricing practices has gone viral. The news bite from the interview shows Banducci's flare-up and inability to redirect the line of questioning by leading the conversation confidently and knowledgeably. This slip-up has given a reason for the audience and Woolworths customers to question Woolworths's trustworthiness and organisational reputation. Like Jack Nicholson's famous line, when pushed it is sometimes easy to forget everything your PR team have told you. Banducci was questioned about the lack of competition within the Australian grocery market by Grigg, who asked about a comment from the former head of ACCC, Rod Sims, who said Australia has one of the most concentrated supermarket sectors in the world. Banducci stated that this opinion was untrue and that Simms was "retired", adding that the competition had increased since initiatives were introduced over a decade ago. Simms, however, only retired 18 months ago, so his opinion was valid.
Banducci quickly regretted his comments when Grigg pointed this out after questioning if Banducci was impugning Simms. It was a pure gold moment for the interviewer, particularly when Banducci wanted to walk out. A PR smoothover got the interview back on track, with Banducci returning to complete the interview, but that sound bite is the one that has gone viral.
This example reflects the importance of training, giving individuals the tools to navigate pointed questions. To keep calm and stay within the agreed narrative. Public figures and leaders globally utilise it for a good reason: to avoid situations where comments can cause regret or negatively reflect the image of a person, a company or a brand.
When you, your brand or your business comes under scrutiny, articulating clearly and thoughtfully is extremely important to avoid letting slip an opinion or comment in the heat of the moment that you will regret later.
