After spending years in marketing and media, I’ve learned a few things that are showcased in this particular incident:
1) Every interviewer has an agenda. And every interviewee needs a plan. Sure, they’re going to ask you questions. You just give the answers that you want to get across. Politicians do this too well.
2) In most interviews, journalists already have most of the story written and just need some quotes to fill in the holes. You may have to slap them around (figuratively, of course) –but make sure that they’re getting your story right.
3) Most interviewers don’t listen to what you’re saying.
4) Don’t ever tweet in anger.
5) The audience has always controlled the conversation. If you insulted them in the old days, they canceled their subscription or changed the channel. Now they bite back.
I don’t think people realize how much communication has changed. We’ve all been in a conference where someone was doing something stupid on stage. Everyone winced individually and went on to the next session. Maybe later in the exhibit hall or somewhere else did the WOM occur that negated the presentation. It now happens in real time. You can have an angry mob on your hands and not realize it. Presenters often have a person in the audience who watches their time or body language. You now need a plant to give you cues on the meta-conversation and how the natives are feeling.
People get freaked out when this social conversation happens in a microcosm like a conference so you can actually see it. But this is happening everyday. Not everyone is in the same room. But when your company, you’re media outlet, your celebrity, your politician, or your product messes up, everyone is out there talking about it to each other.
And 99.999% of companies are doing what this interviewer did. They say I’m giving you what I think you need instead of what you’re telling me you want.