Media-Savvy

Teddy Roosevelt clearly didn’t need any media coaching and was famous for knowing value the “Bully Pulpit.” He knew instinctively that a single, powerful voice heard over an often confusing sea of disparate voices could more effectively persuade the masses. Somehow that lesson has been lost over time. The most recent wrangling between the current Democratic candidates involving surrogates to deliver inflammatory messages, shows a lack of media training on the part of the campaign advisers, and has only fueled the need to rethink the process of getting out one’s message. In particular, James Carville’s comments about Gov. Bill Richardson taking on the role of Judas, is the kind of statement that any seasoned political spokesperson should know will only stir the pot and make no one look good.

When you don’t speak with a single voice, that you learn in any session of media interview coaching, and you chose to use “snipers” to do your dirty work, you relinquish control of your message. Invariably you end up doing damage control anyway. Sure, it’s acceptable to have a formal spokesperson to deliver the company line, but they are empowered with your voice, so that there are no confusing signals.

Getting others to take the heat may seem like a good short term media strategy, but in the long run it can cripple your overall plan. The best way to stay on message is to speak with one clear voice, take the hits along with the platitudes.

A client came to us last week in terror. He was excited to be booked on a national talk show, but terrified that he wouldn’t know how much to interject himself into the conversation. He naturally wanted to use his prior media interview training to contribute now that he was apparently getting his much deserved 15 minutes of fame, but didn’t want to come off as pushy or obnoxious. The best advice I could give him was to become a student of the show he was to be on. Watch it four or five times and get a sense of the feel and flow of the format. Do your homework and you will know how much, and when to speak. It’s what we used to call an open book test.

It brought to mind the subject of a new phenomena that has been creeping into producing talk shows as they have proliferated across broadcast and cable outlets. I call it getting “Graced” — a style certainly perfected by the producers of Nancy Grace on CNN, in which some of her guests are booked as authorities to utter as little as two sound bites in their appearance that fit the point that Nancy is trying to make, or to deliberately enrage the former prosecutor to launch into a tirade. It can be great television and allows the host to stay on script and in complete control of the daily circus. But for the guest it can be a shocking and disappointing experience.

The trick is to know what you are getting yourself into. Good TV time is good TV time. Even if these nano-second appearances aren’t your dream situation, make the most of it by being prepared to be interviewed. Run the potential questions with someone you trust and make sure you answer succinctly and clearly. Don’t rush your answers, they won’t cut you off in mid-sentence. Make sure that your “lower third” — those five words that will run under your face to further establish your credibility — have the name of your book, your practice, credentials, or however you want to be remembered. It is your TV billboard, make the most of it. And finally, since you know what you are getting into, cooperate with the producer. As soon as you’re booked on the show for an interview like this, the biggest upside you have is to get booked again, and perhaps your role will grow.

Times are changing and so is the types of appearances on television. Make sure you are media savvy for all formats.