| Building and Protecting your Reputation |
|
Two stories have dominated the news agenda this week.
As ever, I'm not going to take sides or make any political points. However, there are some interesting communications issues to be learned from them.
First, the verdict in the trial of Derek Chauvin, accused of causing the death of George Floyd. As everyone will be aware, he was convicted of second degree murder and two other charges. Sentencing will happen in a few weeks.
The trial was streamed live across the web and TV networks, allowing millions of people to see the cases presented by both sides. There are phrases that lawyers use to try to persuade a jury to their side, and these are honed and presented with great care.
Some years ago, O J Simpson was acquitted of murder when his lawyer, Johnny Cochrane, claimed that the case hinged on whether O J used a glove that was linked to the crime. Cochrane said "If it doesn't fit, you must acquit" (the phrase was devised by fellow lawyer Gerald Uelmen). In the dock, O J failed to get the glove on.
In Derek Chauvin's trial, the prosecution lawyer Jerry Blackwell focused on defence arguments that George Floyd died because of an enlarged and damaged heart. He said "You were told that Mr Floyd died because his heart was too big. The truth of the matter is that the reason is because Mr Chauvin’s heart was too small". You know the outcome. |
|
There was also a very short-lived story about a European Super League for the top football clubs, twelve of whom announced their intention to join it on Sunday. By Tuesday night, the plan was in tatters, and almost all had pulled out.
There were protests by fans, ex-players, pundits and almost everyone interested in football. It was a dreadful piece of PR. I'll be saying more about this in a moment.
I'm a football fan too (Fulham, since you ask), and I was delighted to see the voice of the fans have an impact. it's a rare occasion when fans can actually have an impact on the clubs these days.
There were some pretty good protest banners too.
|
|
| My guest in the Web Radio Show this week is the brilliant guitarist and composer Gordon Giltrap MBE.
His music crosses several genres. He has been described as "one of the most revered guitarists of his generation", and has drawn praise from fellow musicians including Jimmy Page and Richie Blackmore.
His classic album, Troubadour, has just been remastered and re-released, and I will be playing a track from it in the show.
Listen to his fascinating thoughts, and hear his music, in this week's Media Coach Radio Show. |
| |
|
The MediaMaestro is Les McKeown, the lead vocalist of the Bay City Rollers, who died suddenly at his home in Glasgow this week at only 65 years of age.
The Rollers had a massive teen following and sold more than 100 million records, and in the press were heralded as “biggest group since the Beatles”.
They broke through into the mainstream in 1974 after a series of singles which failed to dent the charts.
And in a moment where life imitates the art of Love Actually, It's Bye Bye Baby.
RIP Les.
|
|
The MediaMug is the federal government of Victoria in Australia.
Their new consent and sexual education campaign was lambasted by sexual health experts upon its release on Monday.
The campaign includes videos of a man with a spear gun convincing a woman to go for a swim but she’s afraid of sharks, vaguely intended to replicate unsafe sex.
In another, a woman smears a milkshake over a man’s face to demonstrate disrespect. None of the videos specifically mention the words rape, sex or assault. Sexual assault prevention campaigners described the material as “nonsensical” and “bizarre”.
On Tuesday, Victoria’s acting Premier James Merlino, who is also the state’s Education Minister, joined a chorus of those speaking out against it, describing it as “cringeworthy”. |
|
| Speaking Tip - Be a chat show host |
|
Everyone who delivers a speech or presentation will be using Zoom, or Microsoft Teams, or some other remote system for some time to come.
I think we will be using this technology for many years. But there will also be a return to rooms with real people in - perhaps fewer than we are used to, but real.
So we are all going to have to learn how to relate to audiences who are with us in the same location, and at many other locations, at the same time. It's like a TV show with a studio audience. And who are the professionals at that? Chat show hosts, like Ellen de Generes, Graham Norton and Stephen Colbert.
So if you want to learn the skills of presenting locally and remotely at the same time, watch a chat show. You can have fun and educate yourself at the same time. |
|
| Media Tip - Launch it or leave it |
|
If you are going to launch something new (like the European Super League) there are some basic rules:
- Emphasise the benefits at the start - Get as many people as possible onside (pun intended) - Line up your spokespeople to handle any criticism - Issue a statement explaining how objections will be overcome - Emphasise the benefits again.
You can't really choose to ignore any of these rules if you want a successful launch. The people behind the European Super League ignored all of them.
That's why on Monday I posted a blog saying how it would never happen. Of course, it didn't.
That's what my clients pay me for. |
|
| Social Media Tip - Double, double toil and trouble |
|
It's the anniversary of William Shakespeare's birth (and death, some years later).
In his play Macbeth, the three witches play a pivotal role. They are the first characters to appear, and in Act 4, deliver prophecies that shape the future of the protagonist. They tell Macbeth several things that seem impossible; "for none of woman born shall harm Macbeth" and "Macbeth shall never vanquish'd be until Great Birnam wood to high Dunsinane hill shall come against him." Macbeth hears that he can never be killed or beaten, but he is proved doubly wrong.
So what is the relevance of the witches' prophecies to social media? It's the fact that the events they predict are both rare and interesting. Had there been social media in eleventh century Scotland, these would have been the trending stories.
Interest is about exceptions to the norm. That's why disasters and momentous political upheavals are reposted widely. It's why trending topics are regarded by many people as "negative", since positive stories rarely feature.
The importance for you and your posts is twofold. Firstly, you need to think what aspect of your business is unusual or unique. Secondly, you need to think how you can present it in such a way that people will consider it almost impossible until you explain it.
Never put out a post with "so-so" information. Only ever go online when you have a story that is so engaging, people will immediately contact you to find out more.
|
|
| It's time we had a bit of Peter Kay, with a routine that hopefully will be commonplace again soon. |
|
| 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." |
|
|
|
|
|
|
