What the Dallas Police Chief’s Interview with WFAA can Teach Us about Working with the Media
On his first day on the job, Dallas Police Chief Daniel Comeaux found himself in the hot seat with media. During a one-on-one interview with Cole Sullivan from WFAA, DPD's media relations representative intervened, preventing Chief Comeaux from directly addressing several key questions regarding the voter approved HERO amendment, as well as the department’s immigration policy and response times.
As former journalists and public relations experts with hundreds of media interviews under our belts, we couldn’t help but see this situation as a learning lesson for all of us who work with the media.
Poise Under Pressure
First, let’s give kudos to Chief Comeaux for how he handled the situation. Sullivan obviously came to the interview prepared to ask difficult questions and put the new chief on the spot. Chief Comeaux did an excellent job keeping calm and answering questions directly when provided the opportunity. Composure is the cornerstone of credibility; the chief modeled it well.
Preparation Beats Protection
PR pros are wired to safeguard reputations, but over-protection can create the very headline we want to avoid.
Effective prep means:
Anticipating hard questions, not just the hopeful ones.
Workshopping clear, honest answers (or explaining why an answer isn’t possible).
Role-playing until the spokesperson can handle curveballs without coaching from the sidelines.
Media trained spokespeople rarely need rescuing. Teach them the tools and let them fly!
When (and When Not) to Intervene
There are legitimate reasons to step in - legal constraints, factual corrections, time limits - but frequent interruptions imply uncertainty. Unless a correction is critical, let the spokesperson finish, then address any concerns off-camera. You preserve transparency and your relationship with the reporter.
Reporters and PR Pros are Teammates, Not Rivals
Post-interview follow-ups work best when trust already exists. A respectful call explaining “We’re worried that quote may be misunderstood; could you add context?” isn’t a favor request, it’s collaboration. That goodwill is built long before the red light turns on.
No One is Immune, so Plan for the “Gotcha” Moment
Public-information officers work 24/7 under intense scrutiny; their jobs are among the hardest in the field. But even veteran communicators have had interviews go sideways (Google Ken Starr’s 2016 KWTX appearance as a textbook example). The safeguard is a “worst-case” rehearsal: cameras rolling, toughest questions first, bridging and blocking techniques at the ready.
The Takeaway
Cameras are always on and clips can travel anywhere in seconds. By preparing for interviews with thorough media training, we can:
Equip leaders to answer candidly and confidently
Strengthen public trust
Keep the story focused on issues instead of the sound bites
Preparation isn’t about dodging difficult topics; it’s about meeting them head-on with transparency. This is where everyone - especially the public - wins.
