The MediaCoach

Hi John,

The tragic events in Brussels this week have shocked us all, and I offer my condolences to those affected. Alas, this will not be the last of such atrocities. As ever, some politicians use the aftermath of such tragedies to further their own agendas, which I find quite appalling. But enough of all that. I wish you a relaxing break over the next few days, and if you're eating chocolate eggs, take it slow and steady.

Easter eggs are not just made of chocolate. The term is also a generic name for secret features in software, films and TV shows. Luckily, there's a site that reveals them and how to activate them.

So that flag referendum in New Zealand is over, and the result is - leave the flag as it is. Ah well.

I'm replaying one of the most-requested interviews this week in the Media Coach Radio Show. It's my encounter with former cabinet minister Edwina Currie (yes, it's the egg connection). There's also a fantastic song from Mick Wilson.
Go to the iTunes Archive of the MediaCoach Show
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I'm going to stretch the definition of "media" to sport this week, to mark the passing of one of football's geniuses, Johan Cruyff. He was a true original, to the extent that one of his signature moves, The Cruyff Turn, is now a recognised skill that all young players learn. The Dutch Football Association said: "Words can hardly be found for this huge loss. The greatest Dutch footballer of all time and one of the world's best ever. Our condolences go to his wife, family, friends and the entire football world at home and abroad. We wish everyone a lot of strength in this difficult time." I couldn't put it better. He was an extraordinary player.

MediaMugs Tesco are under fire from both consumers and farmers for their branding policies. New brands such as Rosedene Farms and Nightingale Farms were launched on Monday on Tesco's own-label produce. They sound like beautiful rural locations in the UK don't they? However, the Rosedene Farm label is on Spanish strawberries and Chilean blueberries, while Nightingale Farms is the brand for Moroccan tomatoes and Spanish celery. Now, creating fictional locations for brands is not new, but Tesco have walked into a real social media storm. I suspect that Old MacDonald is spinning in his grave, except that he's fictional too.

WHAT'S THE THING?

When you deliver a speech, it's likely that the audience will remember one main point. The important thing for you is to make sure that it's the point you wanted them to take away. You can't guarantee that everyone will get the same message. However, there are some things you can do that make the takeaway much stronger.

That last point is really important. There's nothing as powerful as the right message delivered at the right time.

CURRENT, CREDIBLE, CONCISE

You need to prepare well to make an impression when you are interviewed on radio or TV. Here are some essential things to remember when preparing, and more importantly, when you go live.

Be current. If you can, make a reference to something that was in the news earlier in the day, or ideally in the news bulletin at the top of the hour. Make the reference in your opening answer, and use a touch of humour if you can. Use phrases like "Well I wouldn't go as far as.." or "As we just heard, things are picking up, and we've seen the same thing in our business..."

Be credible. Quote statistics and testimonials to give your case more strength. If you can position yourself highly within your market niche, it's a great way to preface an answer. For example, you could say "We're currently the number two supplier in our industry, and we're aiming to be number one.." Whatever you say, make sure that if people check, your statement will ring true.

Be concise. This is one of the most important things to remember. Media interviews are very short, and you don't have time to develop an argument. You need to be clear and concise with every answer you give, so that there is no ambiguity. Practice delivering your answers in short, sharp sentences.

TEN YEARS OF TWITTER MYTHS

Twitter passed a milestone this week with its tenth anniversary. I joined the site nine years ago, when there were only around 50,000 tweets being sent every day globally. Now the number is over 500 million per day. However, certain myths have remained the same, such as:

1) People will be able to see complaints about my business. True. They will also be able to see how you resolve them. Every business receives complaints. Great businesses turn complainers into loyal customers by fixing the problem. Letting people see that process is good for you. And of course, you will receive great feedback on Twitter too.

2) I need tens of thousands of followers to be successful. That depends on your business model, but I suspect that most companies would rather have a thousand raving fans than a hundred thousand who couldn't care less about your company. If you have a group of passionate advocates for your business who chat about it on Twitter, you don't need bazillions of followers.

3) I'm too old/busy/non-technical to use Twitter. If you can type an email, or hold a conversation, you'll be fine on Twitter. Get someone to show you the basics (and they are basic) and off you go. A few minutes each day will make a difference. It's about being in the conversation.

Do you know your musical genres? Can you tell deep dub techno from speed garage? How about neo mellow and deep jazz fusion? This site has samples of hundreds of genres - many of which I'm sure you've never heard of!

Only four places left on the next Exceptional Speaker Masterclass on June 14th - book quickly!

The information in this ezine may be freely re-used in any online or offline publication, provided it is accompanied by the following credit line - "This information was written by Alan Stevens, and originally appeared in "The MediaCoach", his free weekly ezine, available at www.mediacoach.co.uk."