When Video Attacks
November 30th, 2011 by Brian Baumley
Video Can Be Your Best Friend or Turn the World Against You
We talk a lot here about the power of video. And while we’ve shared one example after the next about the positive impact it can have on business, relationships or public perception, there are those cases where it can have the opposite effect.
Granted, this usually doesn’t happen when video is purposefully created and distributed with a certain message and audience in mind. Ignoring for now those “damaging video tape surfaces” cases, most video that carries negative consequences tends to be live. The person or people involved are fully aware that they’re on camera, but they make a gaffe, act out of character or express body language that sets off an alarm for viewers. Just how powerful can video be when it’s turned against you? Consider some of these examples that involve politicians seemingly falling from grace overnight.
Richard Nixon Sweats Out A Televised Debate
In Just How Stupid Are We?: Facing the Truth About the American Voter, author Rick Shenkman tells the story of how John F. Kennedy’s team aimed to make Nixon look on edge, out of sorts and uncomfortable during their first televised presidential debate in 1960. Kennedy’s handlers are rumored to have turned up the temperature in the studio and insist that the candidates stand throughout the hour-long debate. This was a serious problem for Nixon, who had a known propensity for profuse sweating and recently injured his knee. But not so for Kennedy who welcomed hot temperatures and had no problem standing for long periods. Nixon was visibly uncomfortable (and reportedly not feeling well) throughout the debate and this was aptly captured for all to see at home.
Interestingly, it is said that those listening to the debate on radio thought Nixon was the winner. But anyone tuning in on TV had quite the opposite reaction. That televised debate is thought to have won the presidency for Kennedy. Here is a clip in which Nixon’s infamous sweat is on full display.
The Dean Scream
Howard Dean was losing ground to John Kerry and John Edwards in the 2004 democratic primaries. After a defeat in the Iowa democratic caucuses, he took to the stage to address his supporters, flu and all. There was a lot of emotion, a lot of teeth-clenching and a fiery face that only got more animated as Dean ran down the list of states where he would go next. To top it off, he closed the rant with what would become known as “the Dean Scream.”
Overnight, Howard Dean’s presidential dreams seeped away as late night comics, 24/7 news networks, print editorials and more informed the voting population about what was really a benign “gaffe,” but ultimately led to the further loss of voter support. (It is interesting to note that CNN later apologized publicly for overplaying the incident, but the damage had already been done.)
And The Third One Is, Um…
If you had access to a television or the Internet on the morning of November 10, 2011, it was hard to escape video of Governor Rick Perry’s cringe-inducing republican primary debate moment that the media at large were quick to dub “a meltdown.” GOP party nominee contenders have come and gone from the top of the polls over the past few months. Perry had already begun to decline in the polls and this video displaying a prolonged memory lapse about an important decision he’d make upon becoming president certainly did not help him. Since this video made the rounds, Newt Gingrich has emerged as a leader in the polls.
How Not To Get Caught In A Video Trap
A key lesson here is that it is always important to exert as much control as possible over a situation where cameras will be running. Ailment, injuries and sweat aside, Nixon wasn’t prepped as well as Kennedy for television. Dean might have opted to not push himself (and his voice) given how sick he was. And Perry, well, um….oops.
Most businesses have someone or many people that are speaking publicly on behalf of the company. While ramifications seen in the above examples might be extremes, here are some tips for not falling prey to the camera in a live setting:
- There are some who are masters of improv, and others who are not. If tackling a sensitive or complicated subject, it’s sometimes better to stick to the script and play it safe.
- Be prepared. Politicians on the campaign trail have grueling schedules and need to keep a ton of information at their fingertips. So Perry’s flub was more than understandable given these circumstances. Just the same, make sure you’re prepped appropriately (though not over-rehearsed) if you’ll be appearing on video in a live setting.
- Don’t push yourself if you’re severely under the weather. Political candidates don’t have the luxury of sending a delegate to speak, but maybe you do. If you can’t reschedule entirely, have someone else within your organization who is ready to step in. And if you must move forward, be mindful of your actions so you don’t do anything too out of character or damaging.
- Control what you can. Kennedy exercised control over a situation to his advantage. You know what you need to be comfortable. If possible, see to it that these needs are met if you’ll be appearing live on camera.
- Don’t put yourself in a situation where you’re way out of your element. Sometimes it will be out of your control and you need to appear on camera. But don’t volunteer yourself for an opportunity that you’re not prepared to handle without incident.
