Arizona state senator learns: no such thing as a small potatoes interview

A YouTube video of high school student Keith Wagner's recent interview with Arizona state senator John Huppenthal about cuts to education funding reveals a politician who likely believed a student journalist interview to be low-stakes, not worthy of much preparation.

I'll bet he sees it differently now.



The three versions of this video I found on YouTube (one longer, one shorter) have attracted, so far, more than 281,600 views -- far more than Huppenthal likely expected to be reached by the student's assignment.

Before the Internet, politicians (and other public spokespeople) did interviews with large media outlets and small ones, each of which had a relatively defined audience.

An interview with a reporter from a small-town newspaper would normally only ever reach an audience in that small town -- or maybe a few bored out-of-town visitors. And an interview with a high school student might even be seen less as a serious interview than as a community relations gesture.

In a classic 1990s episode of Seinfeld, Jerry learned the hard way that, even before the Internet, an interview with a relatively small media outlet didn't necessarily mean the story would be confined to its audience, if the news was interesting enough. And now that we have all the tools of Web 2.0, interesting stories are that much easier to share.

This summer vacation, Sen. Huppenthal might consider catching up on his Peachtree TV viewing, familiarizing himself with YouTube, and getting some media training.

"Media training? Nah, I'll just wing it."

As most PR people, most broadcast journalists, and all our students in Creative Communications know, it takes hard work to look natural in front of a camera (for most people, at least).

On camera, every little tic appears exaggerated. Every hesitation or stumble seems amplified. A frustrated or embarrassed facial expression can overtake any message you're imparting verbally.

And yet... PR people debate with their clients and executives every day, in offices around the world, about the need to practice before going on camera for a media interview. Executives tend to be confident people; but even the greatest of confidence isn't a substitute for some basic techniques that can help you come across well on camera.

"I'll just go on and be myself."

Here is an example of a fellow who may well have felt he could just go on camera, be himself, and win over FOX News viewers. I'd be willing to bet that Jon Christensen, founder of slashgamer.com, uses services like Skype to have videoconference-style conversations online all the time -- and figured that doing an on-camera interview would feel much the same. (His interview begins around the 0:48 mark.)



If that was the case, I'd also be willing to bet he feels differently now.

Practice makes... better

Being on camera can be terrifying the first time. Even if you feel confident, and you know your material like the back of your hand, something can happen when that light goes on that can strike you dumb on the spot.

Professional media training, delivered by a media relations expert, can help. It helps you understand the media's needs so you can better-prepare your messages, making them more likely to be used; it can also help you get more comfortable -- and be more effective -- delivering those messages on camera.

But even if there isn't time to bring in expert training, practice makes better. Have a colleague do mock interviews with you, so you can practice your responses. If you can, use a video camera or even the webcam built into your computer to look at your own body language, so you can identify anything you need to change before you -- and, potentially, millions of others -- see it on the news.



Thanks Dustin for the tip!