NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.
Robert Novak's meltdown on CNN's Inside Politics was predictable, perhaps. After all, he's spent the past two years fending off growing public criticism for his role in the Valerie Plame leak investigation and has watched helplessly from the sidelines as his media brethren have turned an increasingly scornful eye at his silence. If there's one thing "old school" reporters like Mr. Novak can't stand, it's being part of a story they're supposed to be covering.
But when he swore after James Carville's mild provocations and stormed off the set, it was a complete surprise. I ought to know. I used to be Robert Novak's producer.
Within hours of his outburst, more than 300 news stories ? from as far away as Russia, India and South Africa ? had already appeared about the incident. With each story, you could faintly hear the echo of liberal commentators uncorking bottles of champagne. Media darling Jon Stewart went so far as to rub his nipples with delight on The Daily Show.
It's an unsurprising case of schadenfreude, perhaps, since Novak has spent years mocking politicians who self destruct on camera. In early 2004, for example, he wrote about Howard Dean that, "Being overworked is a poor excuse for Dean's gaffes."
Robert Novak just had his Dean scream moment.
He's not alone.
Today, as a full-time media trainer, I see spokespeople from across the nation embarrassing themselves unnecessarily. One recent client, a high-ranking city official, also ripped off his lapel microphone and stormed out of an interview only to see the clip used for seven straight days on the local news.
But the job of a journalist ? particularly a television journalist ? is to elicit drama. By pairing conservative vs. liberal, the entire construct of the show is intended to create a fiery debate, excluding most of the nuanced views that could lead to a thoughtful conversation. Although CNN's "Crossfire" may officially be canceled, the left-right debate format is here to stay. I often advise clients to avoid appearing on those programs altogether and to seek a more substantive venue instead.
In many other cases, like that of the city official, viewers will never see the questions posed by a reporter. These "bites" interviews allow a reporter to ask leading, obnoxious, and downright insulting questions, but if the spokesperson loses control and gets angry, that's all viewers will ever see.
So how can a high-profile spokesperson stay in control during an interview? First, remember the "Seven Second Stray." Being on message most of the time isn't good enough. Those seven seconds during an hour-long interview when you respond angrily or say something flip or sarcastic is guaranteed to be included in the segment, and will likely be played over and over again. Novak's entire incident lasted just 11 seconds.
Second, think out what your response will be to an unexpected antagonistic comment in advance. Practice with someone who knows you well ? your spouse, perhaps ? and ask them to criticize you in a way they just know will get under your skin. Stay calm during your response, and choose your words carefully. It may make for an awkward dinner with one another, but the practice will help prevent self immolation when you're on live television.
Third, monitor your non-verbals. Studies show that more than half of the way people perceive you is based not on what you say (or don't say), but on how you look. If you successfully restrain yourself from making a sarcastic remark but your eyes, face, or body betray your true feelings, viewers will notice.
Mr. Novak's fate is still uncertain. But just like Janet's Super Bowl flash, President Clinton's finger wag and the Dean Scream, Mr. Novak's walk-off is destined to become a remembered pop culture moment.
Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.
For more information and to sign up for free monthly media relations and media training e-tips, visit http://www.phillipsmediarelations.com
bathroom cleaning service Northbrook ..Parties, videos, booklets and column plugs?Or public relations that does... Read More
The short answer is, it works best when its fundamental... Read More
Many of my clients have had the misguided perception that... Read More
If a reporter approached you about an interview, would you... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
When starting a successful business venture or launching a new... Read More
Most business, non-profit and association managers live to tell about... Read More
Next to white papers, case studies are the most popular... Read More
If you do, it means:you don't value tracking the perceptions... Read More
Media management has become one of the strategic tools for... Read More
As a business, non-profit or association manager, you'll know it's... Read More
If your product or service can be given as a... Read More
To get someone's name in the newspaper or a product... Read More
When, as a business, non-profit or association manager, you are... Read More
Leaders in the business world need public relations big time,... Read More
You're a business, non-profit or association manager who needs to... Read More
If you're seeking to promote yourself or your new business... Read More
Because it can alter individual perception and lead to changed... Read More
When most people think about marketing, they think advertising. While... Read More
Almost assuredly you do, especially when your most important external... Read More
As a business, non-profit or association manager, occasions will arise... Read More
There's an old African proverb:"If you think you are too... Read More
You thought of it, you researched it, you wrote it.... Read More
Being part of a trade show gives small business a... Read More
insured cleaning company Wilmette ..With all due respect to all those stereotypical males out... Read More
As small businesses we have an opportunity and an obligation... Read More
The short answer is, it works best when its fundamental... Read More
The Acai Berry is starting to gain world wide recognition... Read More
Although media relations is not all there is to PR,... Read More
How much more fundamental can you get than this? As... Read More
Managers, please take a minute and read two sentences: People... Read More
Another way to really become known in your area is... Read More
Taking your ad and turning it into paragraph-style prose is... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
To survive in business, you've got to focus your attention... Read More
As the comedian Steve Martin once said, "some people have... Read More
OK, as a manager, your goal is to show a... Read More
Are there secrets to gaining media coverage or is it... Read More
How can media training help you create a successful Hispanic... Read More
Maybe you've seen another financial planner on TV, and thought,... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
Do you want to be quoted by the national press... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
You worked hard to get a story on your business... Read More
They know they had better do something positive about those... Read More
Why You Should Write Press Releases: A press release is... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
Press releases are a useful tool for announcing news and... Read More
Public Relations |