Home
>
Public Relations
>
How to Stay Composed During Contentious TV Interviews

How to Stay Composed During Contentious TV Interviews

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

licensed cleaning services Park Ridge ..

In The News:

Scammers create fake Evite invitations that mimic legitimate event emails, requiring users to verify senders and use antivirus software for protection.

The new Apple Watch hypertension feature passively monitors blood pressure patterns over 30 days using sensors to detect chronic high blood pressure signs.

Chrome extension spyware disguised as a free VPN service highlights security risks after it captured private browsing data from trusted sites.

New research shows how fatty acids in cooking oil can safely dissolve and recover silver from circuit boards without harmful chemicals or environmental damage.

The Fox News AI newsletter gives you information on the latest AI technology advancements, and about the challenges and opportunities AI presents now and for the future.

Anthropic investigates alarming AI abuse case where hacker automated entire cybercrime campaign using Claude, stealing sensitive data from defense and healthcare firms.

TikTok, Meta and YouTube restrict Charlie Kirk shooting videos with age gates and warnings while X faces criticism for allowing continued circulation.

Cybercriminals use fake troubleshooting websites to trick Mac users into running terminal commands that install Shamos malware through ClickFix tactics.

San Francisco startup Fable launches Showrunner, an AI platform dubbed the 'Netflix of AI' that generates animated episodes from text descriptions with Amazon support.

Apple raised iPhone prices for some models despite receiving tariff relief from President Donald Trump, with the new lineup starting at $799 for the base model.

A two-story 3D concrete printed home in Western Australia demonstrates faster construction methods that could reshape American housing amid rising costs.

Credit scores remain important during retirement for insurance rates and housing applications, while seniors become prime targets for identity theft and financial scams.

Scammers now send unexpected packages with QR codes that redirect victims to fraudulent websites or download malicious software to steal sensitive information.

Meeting AI tools record private conversations alongside work discussions, creating privacy risks that can be managed with proper settings and awareness.

Hotel privacy concerns are valid but rare, with methods to detect hidden tech using smartphone flashlights, mirror tests and scanning apps.

Improve your Wi-Fi speed and reliability with 10 simple router optimization tips that don't require special apps or expensive subscriptions.

A Columbia University breach exposed names, Social Security numbers and academic records of nearly 869,000 people, with notifications beginning in August.

Rental car drivers use AI-powered apps like Proofr to protect themselves from unfair damage fees as major companies deploy automated inspection tools.

Fox News' AI newsletter brings you the latest on technology advancements around artificial intelligence.

OnTrac data breach between April 13-15, 2025, exposed personal information of over 40,000 people including Social Security numbers and medical records.

A woman named Wika announces her engagement to an AI chatbot sparking worldwide debate about virtual relationships and technology.

The notorious people search site National Public Data relaunches despite a previous breach affecting 3 billion individuals, raising fresh privacy concerns.

Revolutionary TRAUMAGEL gel controls life-threatening bleeding from gunshot wounds and traumatic injuries, helping first responders prevent prehospital deaths.

Protect your home network by enabling proper encryption, creating strong passwords, checking connected devices and using VPN and antivirus software.

The Navy's solar-powered Skydweller drone flew nonstop for 73 hours in Mississippi, proving renewable energy can power long-endurance military missions.

How to Stay Composed During Contentious TV Interviews

Public Relations