Media Manipulation By Donald Michael Kraig I write this less than a week after Samhain 1993. Once again, two things have become apparent: the media only deals with occultists on Halloween (or when there has been a crime with alleged occult overtones), and most occultists don't know how to deal with the media. A couple of Wiccans appeared on a TV talk show. They had opened an occult shop in a small, southern town and had not only promptly lost their lease (apparently due to the influence of one or more Christian ministers on the landlord), but were unable to rent any other space in town. The only reason for this was their religion. I have no doubt that these people are good-hearted and well intentioned. Unfortunately, they came out looking bad. I want to talk about their performance in order to give some clues of what you should do if you are interviewed. 1) Think in terms of sound bites. Television and radio are looking for short answers that are to the point. A person in the audience said, I don't understand who you worship. There's only one God. Their response was to go into an explanation of Egyptian and Celtic (which the gentleman mispronounced) deities. He would have gone further if the show's host hadn't cut him off (appropriately so). His response did not answer the question and confused the audience more. Answer each question within 30 seconds (one of my great difficulties!). Simplify the response if you cannot give a full answer to the question in that space of time. You might make up a list of possible questions and come up with brief answers to them. Practice your answers but do not memorize them, as that will sound fake. 2) Don't be a freak. Producers will ask you to wear robes and bring ritual paraphernalia. This is to give their show more visual appeal. But consider this: such a program will reach the homes of thousands, perhaps millions of people. It comes right into their living rooms. Most cowans do not want a freak in their house. Wear nice clothes and limit jewelry. 3) Shouting on radio is okay. It is a safer form of communication (what McLuhan considered a warmer medium). Do not scream on TV. Again, most cowans, most people, do not want a screaming freak in their living room. This does not mean that you should allow lies or misrepresentations to be presented about you or about the Craft. Respond coolly and precisely. Interrupt if necessary. Most positive would be the use of repartee. Another person on the show was Ms. Pattalee Glass-Koentop. She described precisely how her children had been stolen from her and manipulated. When a minister started spreading lies she turned to him and said, A mind is like a parachute. It only works when it is open. The audience laughed. It made the minister look like a fool and got the audience onto her side. 4) Rituals on TV? Most of the ritual will look weird to the audience. Can you really explain every aspect so that the viewers can really understand it? In most cases it is unlikely. Consider what a rabbi or Catholic priest would do to perform a bar mitzvah or a Latin mass. Why should you be expected to perform a ritual with less preparation and paraphernalia? 5) In words from The Music Man, you gotta know the territory. If you are going to be on a show, watch it on a regular basis for a few weeks. What is the attitude of the host? How are guests treated? It differs from show to show. See what type of person the host likes. If the host likes you they will make you look better than if the host doesn't like you. On the show I mentioned Ms. Glass-Koentop asked what the ministers thought of other religions. When he decried Judaism and Catholicism the audience groaned and the host looked shocked. It was downhill for him for the rest of the show. 6) Smile. People like to see smiles. It makes them feel good about you. Smile if you are on the radio, too. Although the audience can't see you, your voice will actually sound different if you smile. This is a technique I learned while involved in telemarketing. 7) No matter what, do not lose your sense of humor. If you appear angry or full of rage audiences will be turned off. This does not mean you should be a joker—the coyote does not belong there yet. Nor does it mean you should not stand strong for your feelings and opinions. It is a matter of standing up for your opinion with love and caring rather than with anger or rage or hate. 8) There are hundreds of sects of Neopaganism. I know of no one who can represent all of them any more than the Pope or Jerry Falwell represent all Christians. You should make clear who and what you represent. If you follow these ideas you will be manipulating the media. Some people have an aversion to this, but the fact is, the best people on TV do exactly that. Watch some of your favorite actors on TV and see what they do. Watch talk show hosts and see what they do. When you watch, turn down the sound and observe their actions and expressions. I would also suggest studying the works of Marshall McLuhan as well as taking classes in acting, public speaking and even classes about the mass media. Many of these are offered through community colleges or through other sources at very low cost. On that show Ms. Glass-Koentop said that we've had bad publicity for hundreds of years. We need better P.R. If you are going to be on TV or radio you are that P.R. How good a job you do, how Wicca looks to the eyes of the cowans who see the show, is up to you. 1993 Donald Michael Kraig | 
