Mundubile’s BBC Interview: what worked and what failed
By Sampa Kabwela
For decades, I have worked with top leaders preparing them for high-stakes media interviews. Its what I get paid for. I have just watched Mundubile’s interview clip. If I were leading his communications, this is what I would have done.
Appearance
Appearance is communication. He needs a custom-made, well-fitting suit. Its not optional. The jacket he wore was oversized, and the gray did not flatter him on camera. The choice of tie was even worse. He looked even older and charmless.
His posture needed improvement. He should have sat upright, with a slight forward lean while speaking to project confidence and engagement. Instead, he appeared slouched, stiff, and uncomfortable.
Content
The communications team should have anticipated the obvious questions. By now, they should know the most frequently asked questions and the recurring criticisms and how to answer by heart.
The interviewer was clearly trying to tie him to the Lungu presidency and its failures (not its successes). It was an obvious line of questioning, yet he failed to handle it effectively. He missed an opportunity to put that association to rest once and for all.
He could have —
Corrected the record: He should have clarified that he was an inconsequential provincial minister, was not a member of Cabinet, and was not among the country’s principal decision-makers. He could even have illustrated the point by asking the interviewer whether every decision made at the BBC is his responsibility simply because he works there.
Shared lessons learned: He could have acknowledged that while he was not President Lungu, he observed both the successes and the failures of that administration. As someone aspiring to lead Zambia, he is uniquely positioned to understand what worked, what failed, and how he would do differently. He could have drawn the same comparison with the current administration.
Pivoted to his manifesto: That was the moment to introduce his vision and policy agenda. Talking about his love for Zambia should have been the underlying theme, not the primary response to a question about his association with the previous administration.
Where he did well
He attempted to lead the conversation by steering it toward the issues he wanted to discuss rather than allowing the interviewer to dictate the entire agenda. That is an important media skill.
His articulation, voice, and cadence are his strength. He has a commanding, interview-friendly voice and communicates with clarity and authority.
Where he was clumsy
His biggest weakness was ignoring questions that required direct answers. While redirecting an interview is a legitimate technique, the audience must still feel that the original question has been addressed before you pivot to your key messages. He did not achieve that balance and he came out as unprepared, disoriented and clumsy. Perhaps this was his first interview with a major international broadcaster in his 55 years.
Lessons for the future
— Invest in a wardrobe that works on camera.
— Conduct camera tests to determine which colours, fabrics, and fits project confidence and authority. Appearance is communication.
— Rehearse extensively. Every major interview should be preceded by multiple mock interview sessions.
— Understand the audience, the platform, and the interviewer’s objectives before stepping into the studio.
–Recognize that media performance improves with experience. The more interviews you do, the more natural the process becomes.
Lastly, prepare thoroughly and, where appropriate, ask the broadcaster for the likely line of questioning. In my experience, there are very few leaders I would put in front of a camera for a major interview without first understanding the likely areas of questioning.
Overall score: 6/10
This is not a rating of Mundubile’s viability as a political leader (that’s upto the voters). It is an assessment of his interview management and media performance.