The Media Coach

Hi John,

So there's been a General Election in the UK. As I'm typing this, I don't know the outcome, so there won't be any political comment from me in this week's missive.

In fact, I may not be taking too close an interest in the result, since we're currently taking a few days' break in Barcelona before taking the slow train to Cadiz on Sunday. It takes around 13 hours to cross Spain, and we're looking forward to a very leisurely time indeed.

We've been to Barcelona a number of times before, and we're looking forward to seeing how close the Sagrada Familia has come to completion. Construction began in 1882 and is due to complete in 2036. Insert your own punchline about builders' estimates.

I may not even be watching the Euros. Whatever next?

OK, I have been watching some of the Euros so far.

My neighbour Matt and I have often sat and watched England compete in various tournaments, as we did again on Sunday.

I've never seen our moods change as drastically as they did in the fifth added minute in the England Slovakia game.

Almost at once, we thought and probably said the same phrase that was repeated in pubs, clubs, fanzones and homes around England. No surprise that virtually every headline writer thought the same thing, and imagined they'd said something brilliant.

My guest in the radio show this week is yoga teacher Sri Rayankula.

Based in Ontario, Canada, Sri talks about the roots of fear, and how we can overcome our own fears.

Using the concepts of yoga, he discusses how exercises and mindset can help to dispel fears and promote relaxation and well-being.

As little as thirty minutes a day can have extraordinary results. I use yoga myself, especially before runs, and I know how well it works.



Hear our fascinating chat in the in the radio show

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And there's a great song from the wonderful Hannah White, co-founder of The Sound Lounge in Sutton.

The MediaMug of the week goes to the sound engineers at Glastonbury, who have had a really poor few days.

While this year's festival seemed to be particularly bad, Glastonbury is no stranger to sound issues.

Last year, headliners Guns N' Roses set was impacted, with viewers claiming they 'couldn't hear' singer Axl Rose.

In turn, the band claimed the BBC was to blame, with a statement from their agency revealing they had 'dug deep' into the problem and discovered there were problems with the broadcast being streamed on certain TVs, resulting in poor sound quality.

Meanwhile music experts have suggested that poor sound quality at the festival could be the result of using backing tracks, and - perish the thought - that some performers may have been miming.

When I'm coaching executives for a big speech, I ask them what they'd like to say. I often hear the response "I have four (or five, or even six) big points I need to make". They tend to look rather disappointed when I say "Fine, but let's make them little points. you can't make more than one big point". After a brief discussion that's what we agree to do.

The thing is, too much information is much worse than too little. If your audience is overwhelmed with ideas, they won't focus on any of them, but will simply tune them all out. Your job is to leave them with a message that is so powerful and relevant, they will not only remember it, but will want to pass it on to others. The only way to do that is to focus on one really big point.

It's all about simplicity. Your visuals, supporting evidence and ideas should all be simple. They should all support a single point. Anything that gets in the way of that point should be dispensed with, whether it's data on a slide, a video or a long and convoluted story.

The most interesting thing in any speech should be your big idea. Beware of overwhelming it with other points, complex information or a long explanation. Get to the big point quickly, hammer it home, and tell them again at the end. Job done!

Journalists still gather most of their information over the phone. Although many of them write shorthand, the skill is declining, and you are more likely to be asked if you are happy for the call to be recorded. There is nothing sinister about this, and it makes sense to agree. Remember, though, that there is no such thing as off the record, particularly if your answers have been permanently saved.

Stick to the facts, and don't speculate or exaggerate. In other words, treat it exactly as you would a radio interview.

You should also make a note of the questions you were asked, and the responses you gave. It is unusual to have to challenge a story, but if you do, you will need some evidence. There is a much more important reason for keeping notes, though, and that is to refer back to if the reporter calls again, possibly to clarify a point, or to find out more information. If a colleague takes the call instead of you, it will be extremely useful for them to know what was said.

The great advantage of telephone interviews is that you are able to have all your prompt sheets in front of you, so you can deliver your core message, make all your points, and deal with any awkward questions with consummate ease. At least, you will if you are media-ready (you know who to call if you aren't).

With the advent of the grass-court tennis season, I thought I'd switch the emphasis slightly to email, and offer you these Wimbledon-inspired tips.



1) Get it back over the net. Focus on responding to emails within 24 hours, even if you don't have the full answer. People value a response of any kind, and it will stop them asking "did you get my email?"

2) Be aware of the other person's style. Try to respond in a manner that is appropriate for the person you are dealing with.

3) Stay within the court boundaries. Stick to the topic in hand, and don't wander about all over the place. Stay focused.

4) Keep the outcome in mind. It's not just about occasional point-scoring, there's probably a longer-term goal in mind.

5) Serve when it's your turn. Be helpful, and remember that at least half the time, your job is to serve.

6) Ask the umpire. Sometimes, you may need to consult a third party to resolve a dispute.



7) Accept the result gracefully. Whether you get the outcome you want or not, accept either outcome without gloating or complaining.

Sometimes things go badly wrong on TV, as you'll see at 1.30 into this compilation.

Investing in a one-day course could save you a fortune one day. Just get in touch. 07986 852621

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."