The Last Word with Matt Cooper Communications Guru On Life Advising Political Leaders
Oct 23, 2025
In this conversation, Terry Prone, a communications consultant and author renowned for her media training with Ireland's political elite, shares captivating stories from her career. She discusses why scripted tactics often backfire for politicians and emphasizes the importance of authentic connections with voters. Terry dives into her experiences with Charles Haughey, revealing how he mastered manipulation and built a web of secrets. Her insights into the political world shed light on the dynamics of power and public perception.
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Episode notes
Prioritise Substance Over Tricks
- Do focus on substance over cheap performance tricks when preparing for media interviews.
- Avoid gimmicks like forced smiles, repeated names, or rehearsed gestures because they don't convince real audiences.
Training For The Audience, Not The Interviewer
- Media training should teach politicians to reach their actual audiences, not to satisfy broadcasters' desire for gotcha moments.
- Broadcasters often focus on exposure rather than helping voters understand politicians.
Broadcasters' Contempt Skews Coverage
- Broadcasters frequently treat politicians with contempt in a way they don't treat other professions.
- That bias fuels expectations that politicians will fail, which distorts interview dynamics.
