I’m PR pro and these are the 7 things I appreciated about Katt Williams’ Club Shay Shay Interview

Katt Williams broke the internet with his Jan. 3, Club Shay Shay interview. He demonstrated courage, authenticity and vulnerability.

By Jennifer R. Farmer

On Jan. 3, former NFL player and television commentator Shannon Sharpe aired an interview with actor and comedian Katt Williams. Just 72 hours after its release, the explosive dialogue had garnered over 26 million views. It went viral and I fully understand why.

Williams’ interview was a master class in controlling one’s narrative, and in setting oneself apart. From my perspective as a public relations professional, here are seven things Williams did exceptionally well. 

He immediately captured the audience’s attention.

When working with clients and colleagues, I emphasize the importance of getting to the point. With all the things competing for our time and attention, interviewees must immediately capture the audience’s attention and maintain it. This is difficult to do in an interview that is 15 minutes, let alone one that was close to three hours. But Williams did this beautifully. From the first seconds of the interview until the end, it was hard to turn away. Viewers didn’t have to wait for Williams to build up and get to the point; he delivered quickly and efficiently.

He offered context.

The best interviewers tell the host and the audience something that they do not know. They offer context, often context that audience members didn’t know they needed. In offering context, masterful spokespeople give audiences a window into their thinking and allow viewers and listeners to locate themselves in the spokesperson’s story. From his discussion around leaving his home at just 13-years-old to his explanation around how he got into comedy to his detailing being homeless while filming Friday After Next, we learned so much about Katt Williams the person, not just the comedian.

He demonstrated vulnerability.

It takes a lot of courage to admit publicly that you were wronged. It takes internal fortitude to acknowledge your struggles, especially in Hollywood and in a culture that penalizes authenticity. In one interview, fans and detractors alike learned about Williams leaving home at 13-years-old, losing his two front teeth, his tumor diagnosis, and his struggle to care for himself. He allowed viewers to learn more about who he was, his journey to becoming Katt Williams and his overall outlook on life.

He presented himself as a complex figure, deserving of another look.

Let’s face it, Katt Williams broke the internet with his Club Shay Shay interview. He demonstrated courage, authenticity and vulnerability. It is clear that he is a complex figure who doesn’t fit neatly in any one box. He curses relentlessly, comedically destroys opponents, and walks to the beat of his own drum. But he also has a moral center and connection to his creator that is to be rivaled. He explained wanting to ‘be God’s friend.’ He dispelled the myth of race as a dividing line, noting instead that ‘it is God’s side and the other side.’ He talked about the importance of bringing others along and helping struggling comedians or comedians who aren’t getting their just due. Williams can’t be placed in one box; he fits into many.

He brought his full self to the interview.

Often when given an opportunity to share one’s message, especially on a large platform, there is a temptation to think one has to change who they are. But Williams was himself. He didn’t turn into someone else. He was the same Katt Williams that his fans have long loved and adored. While he had a more serious tone at times, the interview was a reminder that spokespeople should bring their full selves to the interview. You do not have to change to be accepted.

He demonstrated a life characterized by kindness.

Williams went out of his way to demonstrate that his career was not just about himself but about bringing others along. From adopting 7 kids, to giving money to comedians who were struggling, Williams is clearly a selfless person. The fact that he would give money to comedians even though they were not set to be paid speaks volumes. The fact that he invests money in the cities he visits speaks volumes. His kindness is a rarity in a world where it seems everyone is out for themselves.

He displayed courage.

It takes a lot of courage and strength to share one’s truth publicly. Williams did this. Now certainly, if I were on his PR team, I would be nervous because I would worry about ensuing attacks. But Williams’ fans will no doubt appreciate his boldness and his willingness to share his truth.

In sum, Williams gave a thought-provoking interview. This is not to say that I agreed with every point Williams made; I did not. However, it is impossible to deny that the interview was unforgettable.