At Ease With the Media

Insights for media relations practitioners and their spokespeople

Is Tom Mulcair a Q&A Hypocrite?



Perhaps I’m jaded, but in my world when people do exactly that for which they criticize others, they’re hypocrites. And Canada’s official leader of the opposition, Tom Mulcair, may be just such a beast.

For the past few years, Mr. Mulcair has constantly criticized Canadian prime minister Stephen Harper for not answering questions. “We’ve asked the prime minister a precise series of questions,” he often says, leaving the impression that it is completely unacceptable for someone to not answer those questions.
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Yet in numerous media interviews I’ve observed, Mr. Mulcair does exactly the same thing. He almost never answers a question directly. In fact, sometimes it seems he wouldn’t answer a simple question if his life depended on it.

And it negatively impacts his credibility.

I first became aware of this during a radio interview featuring Mr. Mulcair in November 2013 while I was riding my motorcycle home from a media training session in downtown Toronto. I was listening to CBC radio (it’s a Gold Wing with a premium sound system—and heated grips and seats, thank goodness!). Mr. Mulcair was being interviewed about the expense scandal in Canada’s senate shortly after three senators were suspended.

Mr. Mulcair was waxing eloquently about how the prime minister refused to answer simple, direct questions during question period in the House of Commons. The prime minister was avoiding questions. He was sidestepping questions. He was waffling. He was obfuscating.

Just after Mr. Mulcair made his point that the political party he leads, the New Democrats, believe Canada’s senate should be abolished, the interviewer asked an obvious question: “Don’t you think that suspending these three senators is a good start?”

Folks, it’s a closed question requiring either a “yes” or a “no.” And, based on Mr. Mulcair’s worldview, the answer should probably be “yes.” Was there even a hint of a yes or no in Mr. Mulcair’s answer? No. So the interviewer asked again. And again. And again. Until she finally gave up.

Honestly, he came across as a hypocrite.

This past week, I was watching CTV Newsnet when Mr. Mulcair was interviewed by Sandie Rinaldo. To lead off her interview, Ms. Rinaldo quoted Liberal leader Justin Trudeau, who says he supports the capacity of Canadian troops to defend themselves. “Do you agree with that?” she asked Mr. Mulcair.

Is this an open or closed question? Closed. The first thing out of Mr. Mulcair’s mouth should be a yes or no. Instead, he ignores the question and says:

“What I do know is that in September and October I asked the prime minister a whole series of questions—very specific questions about what our troops were doing.”

Huh? Isn’t he criticizing someone for not answering specific questions by not answering a specific question?

But wait, it gets even better. “But it seems our troops had no choice but to defend themselves,” Ms. Rinaldo said. “Isn’t there an allowance for that?”

Again, a closed question. Yes or no would be good to hear, especially from someone who criticizes others for not answering specific, direct questions.

“When you’re involved in a firefight it’s because you’re involved in combat,” Mr. Mulcair answered, in his attempt to bridge to his message and tell us all what’s really important, “which Mr. Harper told Canadians we wouldn’t do, and that’s the problem.”

This doesn’t pass the sniff test on a number of levels. If I was a member of Canada’s armed forces, I’d be miffed. You mean to tell us that we shouldn’t defend ourselves, regardless of what the politicians say in their squabbles with each other?

It also illustrates the absolute foolishness of staying on message. As I’ve said many times during interviews and in my media training program, politicians are the only ones who could possibly get away with this tactic (but why would they, when a better alternative is available?), which I believe is an outdated paradigm in an information-driven, media-savvy world.

Mr. Mulcair has until October 19—the date of Canada’s next federal election—to get it right. His predecessor did, probably because he knew he was fighting his last fight.

Mr. Mulcair should go back and watch Jack Layton’s interviews prior to the last federal election. Jack provided a refreshing perspective on treating audiences with dignity and respect. More often than not, he answered questions clearly and concisely, and communicated effectively.

I believe Jack’s performance is a huge reason why Mr. Mulcair currently resides at Stornaway, the residence of Canada’s official opposition.

If he hopes to stay there (or potentially move up in the world), he should gain insight from Jack’s cogent example, and learn how to answer questions as a means of treating audiences with respect, and ultimately managing interviews to strategic gain—without exhibiting the same behaviour for which he’s criticizing others.