Media Training: Why Jackson, Gramm & Other Experienced News Guests Screw Up-Part 2

In Part 1 we discussed the problem of you becoming your own worst enemy in an interview situation

Here are the 5 conditions that can trigger the you-as-your-worst-enemy response. And what you can do to avoid or minimize the impact.

1. Being tired physically. It's no secret that people are more accident prone when physically tired than when rested. Mental acuity and emotional resilience are decreased. The likelihood of a misstatement, inappropriate comment, and testy response is increased.
   
   What to Do: Arrange your schedule to include rest time, especially immediately before a key interview. If crossing several time zones, arrive earlier. If you do choose a tiring schedule, commit to staying on message relentlessly, and keep the interviews short.
   
   
2. Growing tired of the message(s). Not much of a problem if you're doing only the occasional interview. But as the number increases and the time between the interviews decreases (gotta love the rapid fire pace of satellite tours), it's easy to get tired of what you're saying.
   
   You have a strong desire to change the message. An urge to be spontaneous. I hate spontaneity...unless it's been written out, memorized, and rehearsed.
   
   What to Do: Remind yourself--before each interview--of the result you want. If you stay result focused, you'll stay on message.

Becoming too complex. Many speakers have useful ideas to convey, but become so mired in detail that the listener misses the point, or interprets it in way unintended by the speaker.

What to Do: Practice your messages with someone who is not highly knowledgeable about your topic. If you find you have to explain your explanation, you know you're being too complex. Simplify.

Reacting when the interviewer pushes your hot buttons. This can be a negative hot button that produces a defensive or hostile response. Or it can be a positive hot button that gets you talking about something you're passionate about. Either way, you're off message, using your energy to dilute your result.

What to Do: If you have a history of reacting to the hot buttons, work with a media trainer experienced in teaching clients to defuse hostile situations. For the positive distractions, focus on results and staying on message. Even if it would really be more fun to talk about your passion.

Hubris. Evolving from an interesting Greek origin, hubris shows up today in interviewees who believe they can say or do anything they want and still remain untouched by any negative consequences. Instead, arrogant behavior fuels the fire of self-destruction. People in many countries, and especially in the U.S., love to see the haughty humbled. Just ask Eliot Spitzer.

What  to Do: You're on your own. Chances are, if you suffer from hubris, you also suffer from self-delusion.