The MediaCoach

Hi John,

I have a new-found respect for a much-maligned section of society - baggage handlers. Last Sunday, I was helping out at the Hackney Half Marathon, and I was assigned to the team at the baggage storage tent. We had around eleven thousand runners arriving between 8am and 8.30am to leave their bags, and then a couple of hours later, to pick them up again. The next day, I could barely move - it was much harder work than running the 13.1 miles, so I've resolved to return to being a runner next year.

I also have even more respect for an entrepreneurial icon - Richard Branson. He was at the run in Hackney as it was the first event sponsored by Virgin Sport. Though he could have had a relaxing cup of tea in the hour or so between starting the race and awarding the trophies to the winners, he toured the site to thank everyone involved. A nice move, and one that other CEOs would do well to emulate.

My good friend Diane DiResta teaches many high-level executives how to communicate effectively. Based in New York, she's a trusted advisor to many high-profile US business leaders and celebrities. I was lucky enough to speak to her recently, and you can hear her tips in the Media Coach Radio Show. There's also a superb tune from a US musician who is over in the UK right now - Jim Boggia.
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Though he is known for delivering the occasional misplaced remark, I'd like to pay tribute to the Duke of Edinburgh, who has announced that he will shortly be retiring from his royal duties. He has every right to do so, having attended over 20,000 events in his 95 years, and described himself this week as "The world's most experienced plaque unveiler". He will continue as a member or patron of over 750 organisations, which is no mean feat in itself. He has more than earned his time in his favourite comfy chair. He is a true MediaMaster.

The MediaMug award this week was easy to give. Shadow Home Secretary Diane Abbott was involved in an utterly disastrous interview on LBC with Nick Ferrari, where she managed to get in a dreadful muddle about the funding of new police officers. I suspect she was tired after a long round of interviews, but that is no excuse. She should have found a substitute or focused on the issue in hand. Her stumbling and unsure performance was a gift to her opponents.

OPENING UP

The first line of your speech is crucially important. It may be the only line that every member of your audience hears, so it needs to be good. The more engaging it is, the more people will listen to the rest of your speech. If you've done your homework well, you will know what interests them. It won't be the same for every audience, so don't just have one option.

Firstly, here's what not to do:

Now we've got that out the way, what are some positive openers? Here are a few ideas, with examples:

Of course, you have to deliver what you promised. Remember you have give something of value every time you speak. Tell people right at the start what it will be, and you will grab their attention.

KEEP THE PACE UP

Athletes know that they need to keep the pace up if they are to stand any chance of winning races. If they fall too far behind, it's all over. The same applies to media interviews. You need to keep delivering your message, from start to finish (especially at the finish). In other words, make sure you deliver your key message first, and second, and third, and last.

Many people fear sounding repetitive, but that's exactly the point. Viewers and listeners will remember a message that is delivered several times in a couple of minutes. If you wait for the right question, it may never come, and you could leave the interview wondering why you lost. That doesn't mean you have to use exactly the same words or phrase. Imagine it more as a theme which you can return to in each answer.

Practice delivering your message in several different ways before the interview. Say it out loud, since that will help you to remember it. Write it on sticky notes around your home and office. Send yourself a voicemail message. Do whatever you can to make sure you know the message, and can deliver it in response to any question.

Lastly, be prepared for the "anything else?" question. It's surprising how often it is asked by interviewers. In reply, repeat your message yet again. That's your job.

THE STREISAND EFFECT

It's very hard to control information on the internet. No, let me re-phrase that. It's almost impossible to control information on the internet. Social media is designed to spread the news, not hide it. Barbra Streisand found that out in 2003 when she unsuccessfully attempted to sue photographer Kenneth Adelman and Pictopia.com for US$50 million. She was attempting to have the aerial photograph of her mansion removed from the publicly available collection of 12,000 California coastline photographs, citing privacy concerns.

In practice, her attempt to censor the pictures raised the issue across the news media, resulting in nearly half a million visits to the California Coastal Records Project site where the pictures were displayed. That was a huge increase over their normal traffic. Blogger Mike Masnick dubbed it the Streisand Effect, where an attempt to stifle publicity increases the exposure far beyond what it otherwise would have been.

There have been numerous examples since, indicating that celebrities (or at least their internet advisors) just don't learn. It's one of the reasons that injunctions rarely work to hide news. As John Gilmore, one of the founders of the Electronic Frontier Foundation, says "The net treats censorship as damage, and simply routes around it". So, if you are thinking of dealing with "damaging" information online, think twice, and beware the Streisand Effect.

Bill Dance hosts one of the most popular fishing TV shows in the world. Things don't always go according to plan.

Get some coaching!

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."