During the crisis of the Church I appeared on MSNBC several times, including Hardball up against Mike Barnicle, CNN with Aaron Brown up against Margery Eagan and on MSNBC again up against local politician Warren Tolman. I have also been on several local venues. Uniquely, the program from which I got the most reaction was the Late David Brudnoy’s radio program on WBZ-AM 1030 even more than CNN or MSNBC.
What are the rules for appearing on these programs:
I will use Providence, RI Bishop Tobin's appearance on Hardball in 2009 as a model.
1. Understand the Venue
You are sitting somewhere in a studio and all your communication is through the earpiece. You are not having a face to face conversation as it appears. You are looking directly into a faceless camera and often alone in a dark, sound proof booth. The image behind you is added electronically, so it really is not there.
Any video feed available for you to watch yourself is delayed several seconds, making watching it while talking confusing and best done only by the most skilled of professionals. Besides, if you really want to focus on the conversation you need to ignore the video altogether and focus on what is coming out of the earpiece. There is no visual human interaction and in that light you are really not aware of what you look like on TV. The proverbial comedy sketch where people can paint electronic mustaches on your image or make stupid comments without you know it is very possible, but professionally forbidden.
Part of that venue is that you are auditioned by the producer before you go on the air. They want to know what your position is and will ask you several questions, don't think that is casual, you are being audition to see if you fit. Notice, these programs are designed to go a certain way and not your way.
2. The Host Holds All the Cards:
If you look at the Hardball interview, notice that Matthews clearly has the strategic advantage. He knows what he will ask, what direction he will go, what directions he can change and you have no idea of these plans. You also don’t know what the producer may be saying to him in his ear. If you are not prepared you can become a sitting duck.
If you look at the Hardball interview, you can see that Chris Matthews does ask some hard but apropos questions, but then falls into lecturing Bishop Tobin. Usually, there are two guests with opposing views, but in this case, this is just Matthews and the Bishop of Rhode Island. Matthew does a common trick on these programs, by speaking over the Bishop and by filibustering his ability to respond. Matthews completely controls the conversation. At one point Matthews and Tobin begin speaking simultaneously on three false starts, Matthews stops and tells the Bishop to speak and then goes and filibusters him anyway. That is the way Matthews works.
3. Never Talk Directly to the Host:
Bishop Tobin makes this mistake. He tries to answer Matthews' questions directly. Never, never, never do that on these programs. The reason why this is a major faux pas is simple. Matthews represents the audience and when he speaks and asks questions he does so as their representative. Since the focus of the whole encounter is really the audience, not the host; the guest on the program should answer them not the host. Matthews asks about what laws the Bishop would pass if he was in Kennedy’s shoes, he then puts the Bishop in one those "Do you still beat your wife?" positions. He asks if Bishop Tobin would put a woman in jail for procuring an abortion. Matthews later admits that this was a trap, by telling the bishop that if he said yes to his question, people would laugh at him. The Bishop needed to answer Matthews' question, by saying what he was trying to get across to his audience, not by addressing Matthews directly.
i.e. "The question Chris is not whether or not a woman should be a jail, it is what rights are upheld in this country and aren’t we actually talking about here not a woman's right to choose but the government's right to decide who can and cannot be born? When did we give this government that right? That is what they do in China!" Of course, Matthews would have filibustered the answer but it takes the question which Matthews is lobbing into a Church frame so he can tell the Bishop to stay in church and fires it back reframing it in a secular manner.
4. A Good Offense is a Good Defense:
Never walk into these studios to defend your position, but to proclaim it. If the host leads you back and says words to the effect of that is not my question or that is not what I am saying, you respond with "that is the question, that is what I am saying." The point is to reverse the pressure and again proclaim your position. You can never be in a defensive position, you always have to be on the offense, because the minute you go into the defensive position you are dead. Notice, Matthews' position is all offense. He is not defending Rep. Kennedy he is attacking the Bishop.
What is the name of this program? Isn’t it Hardball? If you are going to be on Hardball, play Hardball. Matthews used a statement that I use occasionally and people know that when I use it they are in trouble. “I have asked that question three times and you still have not answered it . . .” He was playing Hardball. For the Bishop to play Hardball he could have said "Either you are going to let me answer the question you asked me or you aren’t, if not then we are wasting each others’ time." But remember I am Monday Morning quarterbacking.
5. Know When to Speak Spiritually:
When a Catholic talks spiritually, the news reporter has no clue what to do with that. Use that when you need to say something, but you do not want to give your host anything to work with. I used this tactic with many reporters. I also used the tactic on Bill O'Reilly's Radio Show. The producer begged me to go on the program. I warned her that I would only speak spiritually and that is all I did. O'Reilly did not know how to address it.
I should note something here. I have a respect for Bill O'Reilly but during the crisis I had some serious concerns. We learned of a movement to silence the voice of the Church by using the tactics of Saul Alinsky. Among those involved were people associated with the Harvard Kennedy School of Government and O'Reilly is an alumnus of that school. I learned this after I appeared on his radio show and before I was asked to be on his TV show. I refused to appear on the TV show for that reason. I was not sure he was not part of that movement. I have since learned that despite his alma mater, he did not participate in the action that others associated with the Kennedy School did in attempting to stage a coup of the Catholic Church. But, I was not going to support anyone who was part of that movement.
Finally, I believe that O'Reilly treated the Bishop fairly when he was on his program recently. He did not hand him softballs at all, but he was fair.
By the way, I was never again called by MSNBC after I told them I was going to focus on spiritual topics. "Oh," said the producer, "we will call you when we start doing that, whenever that will be." That should tell you something. Why would a producer call a cleric if he or she did not want a spiritual focus?
6. You Can Always Say No:
Why do you need to be on these programs? Do you have an important message, a book to sell, an event that could use some free advertising. If not, why are you allowing yourself to be used by these people? I appeared on the programs to put a positive spin on the Church when the media was trying to tear it up and when members of a movement were using the Alinsky tactics to silence it. Once I had accomplished that goal, there was no longer a need to return to the circuit, unless I want to sell a book.
I have other work to do and that is to spread the message of God among those open to it. Remember the warning of Jesus, "Do not throw pearls to swine." Be aware of doing just that by appearing on such programs if you are not prepared. If you want to appear on a talk show, focus on those in Catholic circles where people are more receptive to what you have to say. My most recent appearances discussing the issue of the persecution of Catholics was on Gus Lloyd's Seize the Day program on the Catholic Channel on SiriusXM. This Catholic audience was my focus and the Catholic Channel was the venue to use it. I am also very proud of appearing on Amanha Viva with Adriano Moraes on Canção Nova television in Brazil. I have since become part of the order that runs that television network.
7. Don't Believe Your Own Press:
I never watched myself on television after an appearance. I did not want to get into believing my press. I said what I said and I left it alone. I never critiqued it, I just moved on. Don't focus on a media appearance, treat as you would a real conversation. You can't go back and review your days conversations, don't do so with a media appearance. Just let it be and move on to your more important work, spreading the gospel.
I am not sure if Bishop Tobin will be on television in the near future, but for anyone else, may I encourage these rules and allow you to follow them if you end up on any media appearance, whether that be Hardball or the local cable access channel.