The MediaCoach

Hi John,

As I write this, Theresa May is the Prime Minister. By the time you read it, who knows? For three hours she stood in the eye of a political storm in the House of Commons as one MP after another poured scorn on her draft document detailing plans for the UK to withdraw from the EU. Politics apart, it was a remarkable exercise in resilience, not to mention bladder control! It reminded me of a quote attributed to Churchill, when he suggested always doing important speeches on a full bladder to provide a sense of urgency.

Away from politics, I have received my first Christmas present, for which I thank my wife and daughter. It is a craft beer advent calendar. I think I may find it very useful. Apparently "non-traditional" advent calendars are very popular, to the extent that Boots' Beauty Advent Calendar attracted a 90,000-person waiting list for the product this year and when it finally went on sale it sold out in two days. I wonder what I could offer in an advent calendar? 24 speeches?

By the way, I have a brand-new MacBook Air on which this missive is being compiled. All the keys work. What a treat!

Someone who definitely understands politics is Paul Connew, former editor of the Sunday Mirror. He gives some real insights in to how to work with the media in the Media Coach Web Radio Show. There is also a wonderful song from Mick Terry, who launches his new album today!
Go to the iTunes Archive of the MediaCoach Show
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The MediaMaestro award goes to Babs Beverley. She was one third of the the Beverley Sisters, the highest-paid female act of their time in the '50s and '60s, achieving chart success with hits including I Saw Mommy Kissing Santa Claus, Bye Bye Love, Always And Forever and Little Drummer Boy. They were the Spice Girls of their day, and had a huge fan base. Babs died a few days ago, leaving her twin sister Teddie as the only survivor of a group that for more than a decade were at the pinnacle of pop music. Here they are!

The MediaMug of the week was suggested by my good pal Jeremy Nicholas, who also has a great ezine (sign up here). It is Melania Trump, who told ABC in an interview that her advisor, Mira Ricardel "no longer deserves the honour of serving in this White House". While first ladies and presidents can hire and fire who they wish, it is very odd to go public with such comments. No official reason was given behind her departure. However, they reportedly rowed over seating arrangements on the presidential plane. Hmmm...

HOW MANY OF YOU ARE INDIVIDUALS?

There's a scene in Monty Python's Life of Brian where Brian (Graham Chapman) addresses a huge crowd and tells them "You're all individuals". "Yes" they respond in unison "We're all individuals". It's a clever and funny scene, but some speakers make the mistake of addressing their audience as though they are a crowd.

Everyone in your audience wants to be spoken to as an individual, and to feel that your message is directed at them. In order to create that impression, you must be aware of the language you use.

Here are some phrases that talk to people as crowds:

And here are some that speak to individuals:

See the difference? Always aim to speak to a single individual, even in an audience of a thousand. It will make a huge difference to how you are perceived.

THE OVERTAKING RULE

When I was learning to drive, many, many years ago, my driving instructor (Ron Easly - 'You'll pass easily with Ron") used to tell me to speed up when overtaking, because it "reduces the time you are exposed to danger". Exactly the same principle should be applied to media interviews. No - I don't mean speeding up. I mean reducing the time you are exposed to danger.

How do you do that? A few simple rules. If you are doing a pre-recorded interview, and you are fairly happy with the result of the first take, then stop. Every subsequent take will increase the possibility that you may say something silly. OK, the first take may not be perfect, but this is a time when good enough really is good enough (if you're still following me).

Also, don't feel the need to explain every point in detail. The interviewer will be looking for a short clip anyway, so rambling explanations from you will never be heard. Keep your answers tight and concise. Lastly, stick to your main message, all the time. That's what you are there for. Remember the overtaking rule, and spend as little time as possible in the danger zone.

RECOMMEND, REFER, PROMOTE

It may sound counter-intuitive, but one of the best ways to promote yourself on social media is to promote other people. You become known as a trusted source, especially if you recommend people that you know will do a great job.

You will find that others are not only grateful for your recommendations, but that they will recommend you in return. However, you should not expect to get an immediate "payback". Instead respond to requests such as "Does anyone know an expert in..." by sending the name of the person you know who best fits the brief.

You don't have to wait for a request. if you know someone who delivers great value, just recommend them anyway; "If you're looking for an expert on personal branding, give Lesley Everett a call" or "Do you work those who exert high-trust influence? You need to talk to Sean Weafer"

It is a huge mistake to offer yourself as an expert in a number of areas. Concentrate on your own niche, and as you become known for it, the recommendations of others will supply you with plenty of leads. And if you really want to know how referral and recommendation works, call Andy Lopata.

News reporting does not always go to plan. The last segment is like a soap opera.

You may need some crisis communication advice.

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."