Here is my latest article at DIPLOMAT magazine on the ever-fascinating question of diplomatic and wider media technique in a confusing new world:

Once upon a time diplomats were rarely seen or heard in public. To do their vital work of privately communicating messages between national leaders they needed to be discreet, anonymous, detached, aloof, rarefied. In a word, invisible.

When I joined the Foreign Office in 1979 the rules on such things were clear and strict. UK-based diplomats would never appear in the British media: that was what Ministers were expected (and wanted) to do. Overseas it was slightly different. British diplomats had some discretion to respond to foreign media requests for interviews and statements, but when in doubt, they should check with the FCO News Department in London. No Foreign Minister wanted to have their breakfast ruined by opening the newspaper to find a sensational report of something unexpected or unwelcome proclaimed by an FCO official overseas.

Back then these limitations on diplomatic media appearances made sense: the media themselves were restricted. In Britain and elsewhere there were a tiny number of TV stations and relatively few newspapers. Official foreign policy pronouncements could – and should – be rationed accordingly to keep everything at a suitable level of sobriety.

This all changed. Along came new technology, CNN, the internet, Twitter and Facebook, a proliferation of TV channels available across the planet at any time of day or night, digital radio, blogging. A Tower of Babel. A tsunami of noisy words, comment, pseudo-analysis and even, now and again, some facts. The media are increasingly no longer something separate or ‘above’ the general public. The media are the general public.

Or the general public are the media…

With added free media presentation tips for getting messages out in this hubbub:

One basic lesson came through loud and clear when I trained new FCO diplomats. In a mock interview, one had to act the role of a British spokesman, the other an American spokesman. The young man tasked to pretend to be American was nervous. Yet when we played back the video, he was far more effective. In his nervousness he had said very little, but what he had said came across on the screen as conveying toughness and determination. By contrast his colleague who played the British spokesman had been relaxed and cheerful. Much too relaxed and cheerful: he came across as friendly but frivolous.

My heartfelt advice to any diplomat facing a TV or radio interview? Have only one or two (maximum three) points to get across. Sound positive and firm! Don’t feel obliged to answer the question: simply use the question as the springboard for conveying your core points, then stop.

Above all, keep it simple. The more you say – and above all the more you try to be clever – the more you open yourself up to a devastating jibe from the interviewer. Oh, and when the interview ends remember that the cameras may still be filming you until you’ve left the studio…