The MediaCoach

Hi John,

Storytelling. it's something all great speakers do. It's something every speaker should do. I'm a great advocate of using personal stories. I wince when I hear a story from a speaker that I've heard from a dozen speakers before. They may tell it well, but it's like hearing the same joke for the twelfth time. You can see why it was good to begin with, but there's little enjoyment in hearing it again. I'm keen to encourage speakers to tell great stories, so I'm running another Storytelling Masterclass on October 18th at the Theatre Royal in Drury Lane, London - an iconic venue that's been the home of thousands of stories. I'd love to see you there - here's the link to find out more and reserve your place.

My interview guest this week is a great storyteller. Andy Lewis is a musician and producer who is also the bass player for the great Paul Weller, and has developed a style he calls "English Soul" Hear him tell me all about it in the Media Coach Radio Show. There's also a track from an album produced by Andy - Fay Hallam's House of Now
Go to the iTunes Archive of the MediaCoach Show
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Two great entertainers died this week, so it's only fitting to make a joint MediaMaster award to Sir Bruce Forsyth and Jerry Lewis. Both were a kind of performer rarely seen these days - the all-round entertainer. Sir Bruce was a dancer, pianist, comedian and host - he was called "the king of Saturday night' by many who paid tribute. Never was a phrase so apt. Jerry Lewis was a comedian, actor, singer, producer, director, screenwriter, and humanitarian. His partnership with relaxed crooner Dean Martin was incredibly successful. I doubt we shall see the likes of Messrs Forsyth and Lewis again.

Sports network ESPN takes the MediaMug gong this week for an extraordinary decision. Asian American sports announcer Robert Lee was due to cover the big football game at the University of Virginia. However, they decided to replace him in case his name upset people who might make the connection with confederate General Robert E Lee, who's statue caused such controversy in Charlottesville. Really? "We collectively made the decision with Robert to switch games as the tragic events in Charlottesville were unfolding, simply because of the coincidence of his name. In that moment it felt right to all parties," reads the ESPN statement posted at the popular Fox Sports college-football blog Outkick the Coverage. I see. You can't make this stuff up, as ESPN sports anchor Abraham Lincoln used to say.

SPEAK LIKE A PROFESSIONAL

If you want to speak like a professional, there are a few things to remember. Here are ten things that professional speakers do.

Make sure your next speech is more professional than your last.

FIVE MEDIA MYTHS

1) The more media releases I send, the more coverage I will get. Absolutely not. This belief is wasting more money from PR budgets than anything else. It's about quality, not quantity. It's about targeting, rather than broadcasting, It's about stories, not information. In fact, there is no need to include press releases in your media strategy at all. Instead, become known as a good source of insights and quotes, and you will find that reporters call you.

2) Reporters always want to deliver bad news Not so, Bad news often appears in headlines because it is exceptional (read newsworthy). However, if you are interviewed, it is unlikely that a reporter will be looking for bad news. More often than not, they just want to hear your story. Don't be defensive; just tell them what you know.

3) I'll get good press coverage if I hold a press conference at a high-profile venue Unless you are a multi-national company with a great new product (and even then think long and hard), don't even consider a press conference, at any venue. No one will turn up. Instead, find better and cheaper ways to promote your goods and services, such as talking directly to friendly journalists (see above).

4) I can check an article before it's printed. If you start making demands like this, the reporter will simply find another interviewee. No editor will go back and check details of an interview, other than to verify how a name is spelled, or to confirm a date. For one thing, there isn't time, and for another, it's a reporter's job to write the story based on what they heard. They aren't there to do your marketing for you, and they won't.
5) I need to get on national radio and TV. Actually, you need to get on your audience's wavelength. That may well be local radio. It's not the occasional appearances on national TV that matter, it's the constant presence to the same audience, even if that's only a few thousand people. Alas, many people set their targets on the national news, and make a big thing when they've appeared, but find that it makes no difference to their business at all. Little and often is much better.

CHANGE YOUR THINKING

When you create messages on social networking sites, you may need to change the way you think about information. Here are a few things to think about:

Developing a different way of thinking takes time, since many of our habits are deeply engrained. One discipline I employ is to write a tweet or Facebook post, and then leave it for at least a minute before posting it. Often, I will amend it, and sometimes not send it. Just like emails, you can't get posts back. Even if you delete them, someone may have taken a copy or a screenshot. You just need to think.

Back in 1967, comedy geniuses Tommy Cooper and Eric Sykes made a film called The Plank. In my view it's a hidden classic. See what you think:

As I mentioned, on October 18th, I'll be sharing my storytelling secrets. Only ten places available, so book now

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."