Thanks to David Parmet for his recent Tweet about the reaction of CNN’s Jack Cafferty to a clip from Gov. Sarah Palin’s recent interview with CBS Evening News Anchor Katie Couric.

Politics aside (way aside, actually), I think this clip is one of the best examples I’ve seen that so clearly shows someone searching their memory for the talking points that suddenly weren’t there, despite (what I believe) were many, many rehearsals and cram sessions.

Spokespeople need counsel and practice for even the most routine of interviews, but especially so when it is as high stakes as one for a major media outlet and where the questions require thoughtful, informed and substantive responses.

The next time you are preparing for an interview, keep this clip in mind as a reminder of how critical it is to digest the message points so you can concisely express them in your own words as well as apply them easily and effectively in other, relevant contexts, i.e. internalize them.