Last Sunday 60 Minutes ran a piece concerning livestock use in the pork industry. During the segment, which I haven’t seen, they interviewed a veterinarian. It’s been reported since that the actual interview spanned 80 minutes. 60 Minutes used less than two.

However you consume the news, you might wonder which two minutes 60 Minutes were likely to pick. Most would probably assume that they would pick two minutes that were representative of the rest. I would call that an interesting theory.

I have worked with reporters who have picked two minutes that way. I’d be lying to you, however, if that were how I summed up all my experiences. Sometimes the nuance of a story is boring.

As part of a leadership program, I was part of a group that got some advice from former Iowa reporter, Laurie Johns: the interview is always on, and sometimes, what people are looking for is a little spice.

When the Des Moines Waterworks announced their intent to sue three drainage districts in northwest Iowa, I attended the public meeting they held. A local television station wanted reaction from farmers about the decision and myself and another farmer were interviewed. We both served on our local Soil and Water Conservation Boards.

The other farmer went first, gave a great interview, and became the one who had his clip broadcast on the evening news. I had a chance. I suppose I squandered it. I’m thankful for that.

The reporter was a friendly guy, making small talk as we both stood turns to stand in front of the bright light of the camera. The camera guy, for his part, said nothing. He would have blended perfectly into the background, were it not for his assistance in getting the microphones hidden beneath our shirts.

When I had concluded my interview, the reporter said, “Okay. I think we got it.” The cameraman switched off the bright, blinding light that was atop the camera mounted on its tripod. He stepped out from behind it and walked my way to again help me with the mic. This time, he finally spoke.

“Just between the two of us, this is really about that crazy Bill Stowe guy, isn’t it?”

The late Bill Stowe of the Des Moines Waterworks was a popular figure for many in Iowa. He remains so. Still he wasn’t without controversy for some. The light was off, but I’m willing to bet the camera was on, just as the mic still on my collar.

I didn’t make a smart-ass joke, and I didn’t go along to get along. I simply told the truth. “I think people are concerned about water quality, and they want to know it is important to us as well.”

That tends to be a boring enough fact to kill any interview. I handed him my mic. I thanked him for his time, and I walked away knowing he would have gutted me to give that story a spin that would sell.

Amidst the complexity of our own life, we turn on the news in the belief that what’s going on in the world can be summed up in a 20 second sound bite, scarcely giving those of our tribe a second thought, or those of another the benefit of a doubt.

Laurie pulled back the curtain and gave some free advice that experience would have charged me for.