Scolding and shushing an interviewer is not the way to win the media game. Media coverage is a privilege and responsibility granted to those worthy of public interest. It requires effective communication, presentation skills and media training. Here, the Republican Junior Senator from Kentucky, Dr. Rand Paul, proved himself less than worthy.
The potential 2016 presidential candidate patronized, accused, demeaned and belittled the knowledgeable, young, female financial news reporter, CNBC’s Kelly Evans, who kept her cool when asking him to clarify past statements. He also criticized all media with statements like: “this is what’s wrong with TV”, “twisted”, “slanted and full of distortions” and “you need to try a little more objectivity going into the interview.”
By scolding, repeating hearsay (“I’ve heard of cases”), being defensive, blustering, talking over her, shushing her with his finger to his lips, waving his hands at her, interrupting, arguing, threatening (“if we do this again”) and condemning, Dr. Paul lost his opportunity to brand himself and his perspective on issues to his best advantage. His testiness became the story, not his political message because of his failure to present himself in a professional and presidential manner.
Additionally, the split screen format can be confusing. Each participant, situated across town or across the world, faces a camera and speaks to the other, hearing the questions and answers through their earpieces, sometimes with a delay. Practice and satellite media coaching can make a satellite appearance more familiar. But it’s often been said, which tends to be even more obvious in a satellite interview, the camera doesn’t lie, nor does it blink.
The audience is always listening and watching.