13 July 2009 | Fun, Uncategorized | James

Whatever you may think about the current fascination with obnoxious media pranksters (Ali G, Bruno), their results are somewhat stunning. They manage to hack their way through layers of PR consultants and access some of the world’s better known personalities for fake satire interviews. In this video, the farcically clad Ali-G (Sacha Baron Cohen) interviews the ex head of the CIA.

While the whole scene is surreal, it is made possible by meticulous preparation on the part of the production company to make the interview offer look as official and legitimate as possible. When dealing with unknown companies and personalities – as we all do on the Web – we are conditioned to look for cues of legitimacy and signals of professionalism. We will often choose to move forward with a relationship if the right professional signals are in place, even if the company is otherwise unknown to us. An exposé into the snaring of these prank victims revealed the elaborate lengths the producers went to make the interview offer appear legitimate.

“The letter is so thorough that the URL in the e-mail address at the bottom actually goes to Somerford Brooke’s fictitious one-page website. (Potential interviewees for Baron Cohen’s libidinous Kazakh persona, Borat, say they have been contacted by United World Television which maintains a suspiciously similar site.) The producers have even gone to the trouble to make sure Somerford Brooke and their other fronts are officially registered companies.” (Slate.com, 2004)

When a proper and professional business appearance is in place, the prank unfolds. Despite the inane and sometimes insulting questions, the interview continues, all on the premise of its legitimacy. I can think of no greater proof of the power of professional appearance.

So What?

Before you dismiss this as a bizarre outlier, meet and mingle with a few young, start-up CEOs. You may find more Baron Cohen savvy in their approach than you’d suspect. Many acted the part long before they were hired, funded or cast for it. They, like the pre-interview Ali-G, signaled legitimacy and gained significant access. Steve Jobs was famous in high school for calling companies, claiming to be working on a prototype for a major production to receive free parts; he even called Bill Hewlett of HP fame personally from the phone book for a part and landed a part-time summer job from it.

It seems so simple, but it bears repeating: if nothing else, appear the consummate professional. Be courteous and direct in your business communications. Rid the Internet of items that may potentially damage your reputation and credibility. And remember that judgments can be formed quickly, so do everything you can to give the appearance of professionalism from the first impression.