The Other Side of Media

Crying appears to be the latest interview technique used by Powerful Men, based on two recent “60 Minutes” interviews.  Last week it was Ron Noble, Secretary General of the international law enforcement agency, Interpol.  This week it was ‘America’s favorite preacher’ Joel Osteen.  Let’s call them the Tear Guys.

Noble shed tears when telling Steve Kroft how difficult it is to convince the U.S. that Interpol can help capture terrorists and other criminals whose activities cross international borders.  He wiped his eyes and asked Steve for a moment to compose himself.  Cut.  Regain composure.  Continue.

Osteen got all choked up when telling Byron Pitts how hundreds of people credit him with changing their lives for the better.  He ducked out of frame for a second, buried his face in his hands and wiped his eyes with a tissue (conveniently provided by a nearby publicist?) before continuing the interview.

Let’s assume the tears were unplanned.  Do they help or hinder Noble’s and Osteen’s image with influencers, decision-makers and the general public? 

Osteen’s answers before and after the tears were clear and direct.  He drove the interview effectively, stuck to his message, and didn’t get sidetracked by challenging questions. 

Like other successful preachers, he knows how to reach people on an emotional level.  This was evident in clips of him preaching to his flock of thousands, some of whom were in tears themselves.  So I wasn’t surprised by his “60 Minutes” emotionality, but I wasn’t warmed by it either.  It may endear him to his flock and his book publisher, but it made me suspicious of his motives even if the tears were real.  Because it’s the impact those tears have on the viewer that counts, not the motive behind them.

Noble is in law enforcement, a male-dominated profession characterized as tough and unforgiving. He came across as honest, intelligent and driven. His passion for his job was evident, but still the tears were a surprise. Kroft later explained in voice-over that Noble’s tireless dedication and travel schedule led to sleep deprivation.  Was this why he cried?   Could be.  Again, all the viewer can react to is what’s on the screen.

It would be interesting to know how Noble’s Interpol colleagues and the heads of other law enforcement agencies reacted, but for me, Ms. General Public, his unexpected tears worked.  I had already warmed to him and understood his point of view and his frustration.  And unlike Osteen, he looked uncomfortable when the tears appeared.  He tried manfully, if unsuccessfully, to continue the interview without cutting away. 
 
This column is about interviewees, not interviewers, but I can’t end without saying that Kroft and Pitts did a great job.  They know what to do when faced with Man Tears.  Go easy for a moment, don’t risk losing the interviewee, ask what prompted the flow, and try to delve deeper into the man and what makes him tick.  I can’t wait for next week’s “60 Minutes” to see who’s next in the Crying Game.