Actual Expert Too Boring For TV
I came across this news story recently:
Dr. Gary Canton, a professor of applied nuclear physics and energy-development technologies at MIT and a leading expert in American nuclear-power applications, was rejected by MSNBC producers for being “too boring for TV” Monday.
“We could deal with Dr. Canton being so short …. And we could’ve made him up so he didn’t look like he spends all day in front of a computer. We even considered cutting away to stock footage so our audience didn’t have to look at him for too long. But when it turned out that listening to him is about as interesting as picking the lint off his lapels—well, there was nothing we could do about that.”
Now it turns out this is from the satirical newspaper The Onion! However, it does raise an important point: It’s no longer enough to just be an expert. To be an authority, you need to be quotable and memorable as well.
This entry was posted on Thursday, May 19th, 2011 at 12:34 pm and is filed under Invest In Reputation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.