Stage craft is very different than state craft. Being on camera is very different than being in the political trenches. A person can know exactly how to strategize against an opponent, be perfectly decisive in political matters, and not know how to command a debate stage or an on-camera interview. Turning in a compelling, likeable, and engaging performance is in large measure a physical and psychological process that’s hard to master, and hard to make look easy. I’ve read that even Robert De Niro rarely gives on-camera interviews because he finds them so nerve wracking. Gone is the mesmerizing thespian who knows every trick of the trade. He locks up and stutters and mumbles. Just “being himself” is excruciating.
Candidates need coaches who understand the performance aspect of the job and who take no shame in embracing it. Unfortunately, there are very few in DC’s political press offices who have that background. There are lots of people who’ve engineered interviews, manipulated reporters, know a lot about politics and, thus, are considered “media pros.” Maybe they’ve even become regular talking heads. But they don’t know how to help a candidate become a compelling performer. And the candidate doesn’t know either. They’ve been going on instinct. So, you get coaching, and cramming, and criticism that ends up doing more harm than good. Believe me.
Is this happening with Sarah Palin? I don’t know. I’d have to watch her coaching sessions. It’s also worth pointing out that even if a person gets comfortable on camera (see any number of talking heads), it doesn’t mean the public ultimately likes them (see any number of failed talk show hosts and canned TV executives).
Palin has loads of personal charm. She needs the tools that help her do the hardest thing of all, “just be herself.”