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Why Macron won

Why Macron won: the Media Coach lens

If my circle of acquaintance is anything to go by (and maybe it isn’t) France’s new President Emmanuel Macron seems to be more liked by the international community than many of his own countrymen. Politics aside, part of the reason could be that at his best he communicates in a way that is easy for many English speaking (NB NOT anglophone) audiences to identify and connect with. Below are three Macron communication traits that I think give him the edge.

Why Macron won

Why Macron won: energy

In his book Don’t Be Such a Scientist, Randy Olson argues that all great communicators successfully connect with several different organs of the body – head, heart, gut and groin.  Macron doesn’t meet all these criteria (his set piece speeches can be tedious) but he’s physically forceful and animated during  interviews and 1:1 exchanges.

He’s not especially tall,  but he compensates for a lack of height with optimism, intense eye contact, forward focused body language and hand gestures that paint pictures as well as reinforce points. For example, during the 3rd May debate with Marine Le Pen, he used a piece of scrap notepaper as a proxy for a payslip to illustrate how one of his proposed employment tax reforms would work. He also counts items/issues off on his hands and underscores points very visually. A lot of politicians do this but few have the same businesslike, positive energy as Macron.

Why Macron won: he makes it tangible

One of the main criticisms levelled at Macron by his critics was his supposed lack of policy substance. This may prove to be true but he does use lots of tangible examples. I appreciate I am not glued to French TV but whenever I’ve seen him speak this is very obvious. In this excerpt from a TV exchange with French farmers he’s manages to explain why EU farming and trade policy matters to France in colloquial, visual terms by talking about exports of raw milk, Camembert and yoghurt and apples (in the South West) before moving on to wine and finally the impact that steel dumping by China had in the North and Eastern parts of France.

Why Macron won: great sizzle

During interviews and debates Macron eschews more traditional methods of French political rhetoric, (which tend to be discursive before building up to a final conclusion). He gets straight to the point and is quick with sharp rebuttals and one liners that are not only highly quotable (incidentally, the French word for sizzle is le gresillement) but also jump language barriers. For example, during the above exchange with the same farmers he described himself as a ‘Européen exigeant’ (demanding European) and characterised Marine Le Pen as a ‘mensonge sur pattes’ (a lie on legs). And one of his most memorable lines from the debate last week was when he called her ‘La Grande Pretresse de la peur’ (High Priestess of Fear). This picked up headlines not just in France but all over the world.

Of course, several of the techniques I’ve just discussed are ones we teach. This is not to imply that Macron is some kind of crypto Anglo-Saxon politician in disguise. But part of his appeal may well be that as a smart energetic, concrete communicator with a direct style he is someone who can resonate with audiences outside his own country, even when speaking in his mother tongue.

 

 

Mugwumps steal news headlines

Mugwumps steal news headlines

Mugwumps stole a lot of headlines last week.

Britain’s Foreign Secretary, Boris Johnson, wrote a piece for The Sun in which he suggested that people may think Jeremy Corbyn (leader of the opposition Labour Party) was a ‘mutton-headed old mugwump’ and feel sorry for him but in fact he poses an enormous threat to our country if he gets into Number 10 Downing Street.

Mugwumps steal news headlines

You may think this is just Boris being Boris, colourful language is what he does and not much else: more buffoonery than strategy.

Mugwumps dominated news agenda

Well, I beg to differ. Boris dominated the news agenda for a full day with the mugwump insult. It was a day in which he was on numerous media outlets – saying all sorts of things, some of them controversial, but no one was interested in anything but mugwumps. During that day we were all reminded perhaps a thousand times – at least if you are a news junky– that Corbyn could be characterised as a ‘mugwump’ and by implication a rather soft and muddled individual unfit to run the country. This is way more coverage and way more effective than Conservative leader and Prime Minister Theresa May’s more sensible mantra of ‘strong and stable leadership’.

Mugwumps steal news headlines

Corbyn’s response to Mugwump insult: ‘We are eight days into the election and Boris Johnson has run out of serious arguments ….I don’t do name calling’.

My personal theory is that Boris used to say stupid things by accident but in doing so learnt the power of a colourful phrase. Now he ‘weaponises language’ with deadly effect. The Telegraph helpfully collected some of the great Boris quotes many of which I suspect were less crafted and planned than the mugwump insult.

Mugwumps: an example of weaponising langauge

The ‘mugwump’ insult was a focus for a set piece 8:10 interview on BBC Radio 4 Today programme where it was helpfully repeated for those chattering classes that do not stoop to read The Sun newspaper. The story then led the BBC’s political coverage for most of the day.

Mugwumps: a raft of ‘explainers’

The press for two days was then full of ‘mugwump explainers’. Here are a few.

The Metro headline was: “Mugwump is actually a word and this is what it means”

The Guardian headline was:  What is a mugwump? An insult that only Boris Johnson would use. This also includes a snappy little video with the history of the word.

The Times – behind a paywall – sorry – but headline: “This mugwump is a dandiprat”

Birmingham Mail headline: what is a mugwump? This university professor has the answer

And there are many more.

Boris used ‘mugwump’ to create acres of coverage for what the Conservatives believe is their most important differentiator in the election; comparing the leadership style of Jeremy Corbyn to the strong, sensible, mainstream style of Theresa May.

Mugwumps and Media Trainers

All of our trainers work to help clients with their messages. We try to help them with carefully crafted quotable phrases that will sum up an argument in a way that gets headlines (even if only in the trade press). Serious people constantly and consistently shy away from saying anything ‘too racy’ or anything that makes them appear ‘unprofessional’ or ‘not serious enough’. We understand. But we do not believe those people always understand the ‘opportunity-cost’. 

Just in case you haven’t caught on, we at The Media Coach call prepared quotable language ‘sizzle’ and we blog and tweet about this regularly – you can follow the twitter handle @mediasizzle if you want to see the world the way we see it. If you want us to help you build quotable messages then give us a call on +44 (0)20 7099 2212.

 

Jeremy Corbyn image used under Flickr creative comms

 

 

 

Election and other bits and bobs

Election and other bits and bobs

It’s election time –  unexpectedly – in the UK. This gives those of us that follow public communications lots to think about and discuss. Instead of our usual article I decided to just share a few things I have been thinking about:

Just to restate a basic – this blog is apolitical. I comment on communication style, skills and lessons. Not on who people should vote for.

Watching Corbyn’s election communication style

Having become something of a lame duck leader Jeremy Corbyn gave a rather good first speech of the campaign last week. You can both watch and read it here. He has since spoken in Scotland and been interviewed on Andrew Marr and he looked relaxed and reasonably happy. Somewhat more in control than he was at the start of his leadership. He could still learn a thing or to from us about controlling interviews. 

Election and other bits and bobs

Someone pointed out to me that Corbyn is looking as if he is going to follow Trump and the Brexit referendum Leave campaign and concentrate on big picture assertions and ignore the detail: Shout loudly about ‘enemies of the people’, threaten big business, Philip Green etc. and avoid the complexities of reality. It has worked for others.

Blair steps into the fray with a confused message

Former Prime Minister Tony Blair – in my view normally a brilliant communicator– stepped into the campaign with a very confused message in an interview on BBC Radio 4. What he was probably saying was vote liberal or vote tactically but it was not clear. I know he was trying to avoid the wrong headlines but he needs to rehire Alistair Campbell.

Theresa May loses key comms personnel

And a final observation about the UK election this week: we note the departure of two key people from Theresa May’s PR team as explained here in the FT. Katie Perrior Downing Street Director of Communications resigned immediately after the election was called, while Lizzie Loudon, the Prime Ministers personal press secretary announced her resignation last Friday. This is a significant change and it will be interesting to see if May’s buttoned-up ice-maiden style changes.

French elections fascinate

We are also watching with fascination the French Presidential election. Not much to say about this today yet but more (from Laura in Brussels) in the near future. But we did notice this article in the FT which suggests politics is all about style over substance.

Election and other bits and bobs

Airline apology: how it should be done

In other news, there was this snippet you may have missed about an unfortunate incident on an American Airlines flight. Clearly, there were echoes of the United Airlines story of earlier in the month but this time the apology was swift and apparently unmuddied by ambiguity.

Lucy Kellaway shares her embarrassing public speaking experience

I am a dyed in the wool Lucy Kellaway fan, she is always an entertaining read. Assuming you have a subscription to the FT, this column from her is about how she got over confident and did a bad speech. It is worth a couple of minutes if only to remind ourselves it can happen to any of us. I did something very similar many years ago. Pride comes before a fall!

And finally…we make the news (in Estonia)

And finally, Laura Shields the Brussels Director of Media Coach International Ltd made the media herself in Estonia. The Environment minister there blogged about his training with her – including posting pictures –  and it was picked up by a prominent online news site. If you can read Estonian you will find it here. We suspect google translate doesn’t do it justice.

Laura-Estonia-Environment-Minister

 

Photos used under creative commons licence, Wikimedia etc. 

PR Basics

PR Basics: Don’t overpromise  

PR basics include a rule that you don’t promise something you may not be able to deliver. If there was one outstanding headline from last week’s UK budget it was that the Tories had broken a promise not to raise National Insurance. Chancellor, Philip Hammond announced in the budget on Wednesday measures that included a tax rise for the self-employed despite the previous manifesto promise not to do so.

PR Basics, Philip Hammond

UK Chancellor Philip Hammond is said to have broken a manifesto promise not to increase National Insurance

According to the Guardian newspaper: ‘The Conservative party’s 2015 manifesto was unequivocal, promising four times that a Tory government would not increase National Insurance. It did not mention the self-employed and offered future chancellors no wriggle room.’

PR Basics: Avoid public U-turns if possible

For us, the PR Rule broken here is don’t say something that you might later have to backtrack on.

If we want another hugely damaging example from politics we have only to remember the Liberal Democrats 2010 manifesto promise to scrap tuition fees. This was an election promise made before they found themselves in a coalition with a Tory party.  Personally, I feel that makes a material difference but the electorate is much less forgiving and the tuition fees broken promise seems to have ruined the career of Nick Clegg, one of the most able politicians of his generation. Not to mention wiping out the LibDem presence in the House of Commons. 

PR Basics

Even incorrect forecasting can be damaging. During the Brexit debate in the UK, those who argued the markets would ‘punish’ the UK if Vote Leave were to win, have since been publically lambasted because their predictions did not (fully) materialise. The public often does not make the distinction between a forecast – a best guess about the future – and a firm warning of what might happen. (My mother constantly rails against the weather forecast, which she says is ‘always wrong’. No amount of me pointing out it is a ‘forecast’ and not a promise makes any difference. These people are ‘misleading’ her.)

PR Basics: Avoid any ‘hostage to fortune’ 

Businesses too can fall foul of overpromising. Way back when, I clearly remember the, to me, avoidable pressure on the Chief Executive (later Chairman) of Rentokil who had overpromised. Sir Clive Thompson was always described as the ‘self-styled Mr. 20%’. I am not sure who used the phrase first but Sir Clive was certainly not unhappy with it. He delivered something like 20% growth in Rentokil profits every year for 13 years! But when in 1999 he moved to lower the target investors took their revenge. Even as a journalist I thought Sir Clive crazy to set this near impossible target for himself. He was ‘kicked upstairs’ to Chairman and finally ousted in 2004, apparently for ‘being too obsessed with meeting short-term targets’.  It seemed he could not detach himself from the Mr. 20% label.

It is something we come across often in training. Enthusiastic executives of course have a vision they are working toward. But while talking in broad brush strokes is fine, often it does not do to share the detail of that vision with journalists. The media just love to write that people or companies have ‘missed’ their target, done a U-turn or a flip-flop.

PR Basics

Executives are often tempted to overpromise in an interview

 PR Basics: Highfalutin promises can cause negative headlines 

Good PR people always caution against this. They know that being too clear about targets or making highfalutin promises can often cause negative headlines further down the line. Here is an incomplete list of mundane things we would advise against being too definite about.

  • There will be no further job losses. Who knows there might have to be?
  • We are expecting 20% growth in sales/profits etc. You might be confident but such a public prediction turns a 10% increase into a failure.
  • We want to be number one in the market within two years. Better to say one of the leading players in the market.
  • We expect to be profitable by Q4 2018. This is a difficult one because it is the sort of information you have to share with investors and therefore it may already be in the public domain. My advice would be not to lie if asked outright – stupid if it’s already published – but if possible not draw attention to it in media interviews, and if asked be cautious about it rather than bullish. If it is a major important element of a story that won’t help but hubris is easy to spot and may lead to mischief from the journalist. All in all, this would be more of a judgment call and our advice would depend on what else you have to say.
  • Margins are set to rise to 25%. Here again being vague is the standard. Unless they are published in your annual accounts you may be best to avoid talk of margins. Again you may have an internal forecast but is there really any benefit to being specific?

PR Basics: There are always exceptions

As with all rules, there are exceptions. I have taken part in discussions where CEO’s or other senior bods have weighed up the pros and cons of a ‘hostage to fortune’ pledge and decided to take the risk  – because the benefits outweighed the possible costs.  That is sensible and their prerogative.

Often our role is to bolster the PR advice and ensure ‘enthusiastic’ interviewees don’t make casual public promises or forecasts without understanding this basic rule of PR: avoid a hostage to fortune comment unless there is a very good reason not to.

Don’t forget, if we can help you prepare your spokespeople for a public announcement – results, product launch or a new direction – give us a call 020 7099 2212 to discuss the options.

Photo used under Creative Commons Licence

will_self_jpg

The Wealth of Language

Will Self is one of Britain’s most idiosyncratic journalists.  Most popular writers would think twice before using words like rodomontade, juvenescent, irenic or febrillity in a 10-minute radio blog (Jan 15th). Think twice, and then delete them, substituting more common alternatives – bluster, rejuvenated, peaceful and feverishness.

The Wealth of Language

Journalist Will Self

And most popular writers would be right. Communication, especially in our hectic modern age, is all about reaching the largest possible audience in a form which is easy and pleasant to absorb. Spoken or written, it’s all the same.

The Wealth of Language: Keep it Simple

The advice most commonly given is to Keep it Simple – use common, everyday language, avoid complex terminology and grammatical structures, keep your sentences short.

Simple, however, does not mean dull, and we can learn a lot from Will Self in that respect. One of the pleasures of listening to him is enjoying the skill with which he deploys the enormous resources of the English language. He uses the breadth and depth of the language beautifully, with a wide range of better-known vocabulary and a wealth of cultural and political references.

English is an enormously rich language and if we want to keep our audience engaged and, when appropriate, stir their emotions, we need to use it imaginatively. So:

  • avoid repetitions of the same word. Use synonyms. If you have referred to “hens” a couple of times, try “chickens”, “poultry” or simply “birds”.  If you have already used “reform”, try “improve”, “upgrade”, “enhance”, “redesign”, re-make” – any number of alternatives.
  • steer clear of that bland, bureaucratic style of language whose over-use so irritates the general public. Address envelopes, not issues. Appeal to people, don’t reach out to them.  
  • throw in references to events or people that all of your audience will find familiar.  Add richness to your message with a mention of Mozart or Julius Caesar, Beyoncé or David Bowie, Nine-Eleven or the Brexit vote, Lionel Messi or Tiger Woods, the 2008 Crash or the Greek debt crisis.  
  • vary the tone. We always encourage you to illustrate any point you make with an example, usually involving individual people and often from your own experience. This is a good opportunity for a change of tone, make it personal, wield that most powerful of words – “I”.

If you or your team would like help with some of these elements or other ways to tighten up your grammar, enrich your writing style or lift your corporate writing from the mundane, the Media Coach can offer short, bespoke workshops.

There is always something that can be improved, even if we cannot hope to have you writing with the mastery of a Will Self, a writer who blends serious messages with a familiar, personal style that entertains while it informs.

Incidentally, it is important also to note that when he slips in words like recondite or factic, you can usually tell from the context roughly what is meant. He does not put them out in a vacuum. You may not get all the subtlety of a certain word, but you get the general drift.

To less talented writers – and that is virtually all of us – who are tempted to reach for the dictionary for some rarely used language, we simply say: “Don’t try this at home”.

Photo used under creative comms licence

Mitch

10 tips: what to wear on TV

What to wear on TV: is a question we are asked all the time.

Back in November I wrote ten top tips for women and promised we would also provide ten top tips for men. Just to reiterate: as media trainers, we think what you are wearing is one of the least important things to worry about if you are doing a TV interview. But we aim to provide the information our clients want. So here goes.

what to wear on TV

Normal business wear is a good principle to follow when being interviewed on TV

What to wear on TV: normal business wear

  • As with women, the overarching principle for professional people being interviewed on television is ‘normal business wear’. If you work for an NGO you will likely wear different clothes than someone running a funky design company. Whatever you would wear for work will probably work if you are being interviewed on TV.
  • Even men sometimes need make-up. We do understand that most red-blooded men baulk at the idea of wearing make-up but if it’s offered by a TV station we suggest you don’t turn it down. Many man have what we might diplomatically call a very high hairline. This can present a problem for the cameraman: a shiny pate will bounce light like a mirror and be very distracting.
  • Glasses on or off? The truth is it probably doesn’t matter. But it is not a good idea to take your glasses off just before an interview as you are likely to have an indent on the bridge of your nose which again, can be distracting. It is true that if you wear glasses on camera you can find studio or camera lighting is bouncing off the lenses and obscuring your eyes. However, this is the camera operators problem, not yours and they can easily adjust the shot to avoid the problem.

What to wear on TV: jacket and t-shirt

  • For most of our clients, we would suggest men wear their jackets on camera. Ties are optional and really depend on the culture of the organisation you are representing. As with women, the jacket not only looks smart, covers any embarrassing underarm sweat marks but also gives the technicians somewhere to put the microphone.
  • If you do wear a tie please, please check the knot is right at the top before the interview begins. Also, ensure the tie is hanging straight. Small misalignments can make a big difference to the image and it is easy to give the impression that you are overly informal or don’t care.
what to wear on TV

A small misalignment in your tie can quickly leave the wrong impression

What to wear on TV: think of your socks

  • Give some thought to your socks! The vast majority of interviews are filmed as a ‘mid-shot’ which is the waist upwards or slightly higher. The problem is you may not know what the studio set is like and what shot they are planning to use. It is not something interviewees can have any influence over. If they put you on a low settee (think BBC Breakfast News) there is every chance your legs and socks will be in shot some of the time. If they are brightly coloured or worse too short you are again providing a big distraction to what you are saying. Three inches of hairy leg between sock and trouser bottom will be the main preoccupation of a third of your audience. I am aware that Jon Snow has been wearing highly coloured hugely distracting socks for a very long time but it is part of his brand and he is on our screens most nights which means there is no novelty value.

What to wear on TV: what colour?

  • People often ask ‘what colours can I or should I wear? The truth is it makes very little difference these days so long as you don’t wear checks. 20 years ago camera technology struggled to cope with black, white, bright red etc. Today, black and white are best avoided if possible but only because they can be unflattering in harsh light. Softer colours are more flattering. Pink and blue shirts are considered preferable to white but again it is marginal. However, as with women, one important rule remains; don’t wear high contrast checks. If you do the picture will ‘strobe’ making it look as though you have recently been standing in a nuclear bunker. While this is not a crime, it is distracting.
  • Check your hair. For women the most common problem is long hair falling across their eyes and either being distracting or being constantly flicked away which is also distracting. For men, this is less of a problem but the early morning cow’s lick is very common. It is often right on the crown of the head and not instantly seen when looking in the mirror but will show when you move your head around while speaking. It is not a crime but not ideal.
  • Please do also consider your posture. Sit up straight, don’t loll and consider the BBC rule – bottom in back of chair. Leaning slightly forward means you look interested and caring.
  • Finally, where you look during the interview is much more important than what you wear. Hold the eyeline with the interviewer as much as possible unless you are doing a ‘down the line’ in which case you will need to stare down the lens of the camera.

If you want to prepare for a television or radio interview why not book a session in our studio. We can realistically recreate the interview you are about to do and you can watch and critique your own performance as well as enjoying expert coaching. That means you are much more likely to get it right on the day.

What to wear on TV: other articles

Don’t just take our word for it. Here we share again an article about what to wear on TV.
We condensed it down to 10 top tips but here are 22 tips on what to wear for a TV interview.

Twitter and PR

Twitter and PR: Crisis, Trump and Trolls

Twitter and PR are now, in my view, inseparable. Preparing material on Crisis Comms for a major international organisation in the last week, I was struck by how my thoughts turned immediately to social media, and in particular, Twitter.

If you are in the public eye and something goes wrong, or you are criticised by a person or organisation that matters, our advice at The Media Coach is that the first thing you should do is assign someone to monitor Twitter.

Twitter and PR

In a crisis it is now essential that someone monitors Twitter

Twitter and PR: In a crisis it must be monitored

Twitter has many faults but it is searchable and it will pretty instantly give you a range of views that tell you how the public is reacting, and also how other organisations and players are reacting. This picture will start to emerge in a couple of hours or in some cases minutes. 

Equally important, it will be the first port of call for the mainstream media; journalists follow Twitter the way they used to follow the news agency wires. I haven’t done an audit but Twitter seems to be mentioned in almost every news bulletin these days. For journalists there is no need to ring someone up to get a comment on an interesting development, just look on Twitter.

Of course, if you have a good Crisis Comms strategy, you will also be using Twitter and other social media to put your point of view across. But the idea that you would not consider checking Twitter before putting out your first statement is now frankly crazy.

Twitter and PR: Donald Trump continues to astound

And while on the subject, I cannot but mention President-elect Donald Trump. He did once say he would give up his Twitter account when he moved into the White House. We shall see. But meanwhile he continues to use it to rage at, provoke, criticise and some would say bully whoever he happens to be annoyed with today.

The Tweets pouring scorn on North Korea’s nuclear ability are such a departure from all diplomatic norms that they are astonishing, but I find Trump’s Twitter criticism of the US motor industry much more fascinating.

Twitter and PR Donald Trump tweet

According to two stories in Forbes and Fortune magazines (among others), Trump’s ‘industrial policy by Tweet’ has already saved jobs in the US from going over the border to Mexico.  The idea is that ‘naming and shaming’ CEOs in 140 characters or less persuades them to reverse decisions to invest in Mexico and instead keep US jobs that would otherwise be at risk. Well maybe. I am no fan of Trump but I do find this new use of Twitter absolutely fascinating, if a little scary.

Twitter is now part of the mainstream. It is how we tell the world anything we want to get out there, and how we understand what other people are thinking about … well, anything at all. But it is not all good news. Trolling is widespread and for some, highly damaging. Worse, extreme political groups propagating hatred do effective and uncensored advertising on Twitter.

Twitter and PR: It is not all good

There have been a couple of articles in the last week or so showing former aficionados falling out of love with Twitter.

Lindy West – an American feminist writer – wrote a piece for the Guardian entitled “I’ve left Twitter. It is unusable for anyone but trolls, robots and dictators.”  And a response in Politico from former Hillary Clinton Foreign Policy wonk Emily Parker explained why she thinks Twitter cannot be fixed because it is simply reflecting human nature with all its flaws.

Meanwhile, if you are interested in Crisis Communications training or bespoke Social Media training for your organisation, please do get in touch. You can call the office on 020 7099 2212 or you can Twitter direct message me @themediacoach.

Twitter and PR

Articles about Twitter and Crisis Comms:

One from MTI Network, a specialist agency; Twitters Growing Importance in Crisis Communications.

Here is an LSE blog with some useful tips for searching twitter: Twitter and crisis communication: an overview of tools for handling social media in real time.

A short introduction, rather simplistic, from the writer of Twitter Marketing for Dummies: How to Use Twitter to Communicate in a Crisis.

A very interesting article written two years ago but still relevant. Using Twitter in Times of Crisis.

Post-truth era

Post-Truth era: weaponising numbers!

Post-Truth era communications hold a particular challenge for companies whose marketing is based on some form of science or data. How should companies communicate in the Post-Truth era, particularly when it comes to the use of numbers?

For a re-cap of how Lindsay and I view ‘Post-Truth’ please see our previous posts here and here.

Post-Truth Era communications: case study

Post-truth era

As a case study, let’s look at the most famous Post-Truth number; the £350 million a week that the Vote Leave campaign continued to claim the UK sends to Brussels even after it was debunked as ‘misleading’ by the UK Statistics Authority. 

Here are some lessons for communicators.

Post-Truth numbers are not about factual accuracy

It didn’t matter and it didn’t hurt the Leave Campaign that the £350mn figure wasn’t true. By keeping it out there, the campaign intended to create confusion and crowd out Remain messages and arguments. Like its larger cousin (fully fledged fake news articles), the £350mn figure is part of a broad family of misinformation that is designed to muddy the waters. The Russians even have a military term for it- maskirovka.

Post-Truth numbers are about forcing opponents onto the defensive

In his 2004 book Don’t Think of An Elephant, cognitive linguist George Lakoff argued that conservatives are much better at winning arguments than liberals because they use powerful language to frame their ideas (e.g. ‘tax is theft’) and then force their opponents to argue on that territory (as opposed to the ‘tax is investment’ argument ). The £350mn is the numerical equivalent of a linguistic frame. It forced the Remain campaign to come out and argue that the number wasn’t true, which kept the conversation going and also kept the idea that it might be alive in people’s heads.

Post-Truth numbers link to a powerful organising story

The £350mn figure evoked powerful images associated with the deeply embedded Eurosceptic tropes of waste and a lack of financial control. Throw in the NHS (the ultimate British identity meme*) and the figure goes from being an example of hard data to an expression of the powerful and simple story.

Post-Truth Era communications

Paul Stephenson was Communications Director of the successful Vote Leave campaign. 

All three of these ideas are on the record in a recent article by Paul Stephenson, the Communications Director for Vote Leave:

“Of course, our campaign claim of the now infamous £350 million a week that Britain sends to the EU was not completely accurate … The Remain campaign couldn’t stand it. They constantly tried to rubbish these official statistics and accused us of ‘lying.’ These attacks were entirely counterproductive for them; it kept the debate focused on an area where we were strong: just how many hundreds of millions of pounds the U.K. gives the EU every week.”

So, the question still remains as to whether companies should engage in these kinds of tactics.

And quite simply the answer is no.

Donald Trump isn’t even in office and Brexit hasn’t yet happened, so no one knows what, if any, price will be paid by the members of the public who did believe what they were saying.  But organisations that have shareholders and/or regulatory constraints will almost certainly get clobbered for putting bad information into the public domain.

Post-Truth era communications: a commercial case study

Equally damaging is withholding information that could contradict the powerful story which a company uses to justify its ‘social licence’. Like many others, I have been gripped by the downfall of Theranos, the ‘revolutionary’ US blood testing company founded by Elizabeth Holmes, a 19 year old Stanford dropout who managed to convince the stalwarts of Corporate America (including Rupert Murdoch and Henry Kissinger) to either invest or be on her board. Worth an estimated $9bn by the age of 32, Holmes’ built the notoriously secretive company’s brand on an emotion-drenched-story which lacked the transparent data to support it. The image was shattered when the Wall Street Journal started digging around for numbers and discovered that the supposedly ground breaking blood testing technology was in fact deeply flawed.

Companies are right to see storytelling and emotion/issue based campaigning as a way of engaging the public around the issues they care about. And planting memes and tropes* over a period of years can be incredibly helpful for shaping public opinion around core images and ideas (particularly if supported by a willing media).

But when it comes to hard numbers they should never weaponise them. Handled badly they can go off on in the wrong hands and cause injury, not just to the public but also to the user.

For the record here are a couple of definitions:

*A meme is an element of culture (it can be a video, an institution, or a type of behaviour) that is shared, copied or mimicked by lots of people.

A trope is a figure of speech, a metaphor and sometimes a cliché. It’s a shorthand for something the audience will instantly recognise. It has a slightly different meaning in politics, literature and TV drama.

As those of you that read this blog regularly will know, the Media Coach team don’t just teach people where to look and what to wear on TV. We offer a broad range of bespoke media and presentation training workshops and message building sessions – all run by  experienced communications professionals. If you need help building or refining messages just give us a call. 

What to wear on TV

What to wear on TV: our 10 top tips

What to wear on TV is a question we are asked all the time. As media trainers, we think what you are wearing is one of the least important things to worry about if you are doing a TV interview. But we aim to provide the information our clients want. So here are our 10 top tips. We are dealing here with advice for women but will come to advice for men in the coming weeks.

What to wear on TV

Any sort of jacket is a good idea on TV, partly because it gives somewhere easy to attach the microphone

What to wear on TV: normal business wear

  • As an overarching principle start with ‘normal business wear’. We are not talking here about dressing as a TV presenter or as a celebrity (they do not need our advice). But if you are being interviewed as a representative of an organisation wear something that would be appropriate to going to work for that organisation. This will clearly be different if you work for a tech company where jeans and a black polo may be the norm compared to running a bank where you will be suited and booted every day.  If you work for an NGO you will likely wear different clothes than someone running a funky design company. Whatever you would wear for work will probably work if you are being interviewed on TV.
  • Women need make-up. I remember seriously offending someone from a very politically correct NGO by saying this but my view is that it is a bad idea to go in front of the camera without make-up. Firstly, it is important to understand that TV lights are harsh and will be unflattering. Secondly, almost every other woman on the programme will be wearing lots of make-up and you will look odd if you don’t. Clearly there are exceptions; if you are reporting or saving lives in a war zone there are more important things to worry about. [Orla Guerin MBE is a BBC journalist who reports regularly from the Middle East and is a legend in her own lunchtime. I don’t know for a fact that she never wears make-up but it certainly doesn’t look as if she does. But I totally make allowances as a viewer as she is usually wearing a flak jacket and interviewing distraught relatives of recent victims of some atrocity or other – and absolutely clearly has other things to worry about. But if she was in the studio doing an interview I am sure she would wear make-up and so should you.]
  • This does beg the question what sort of make-up? My topline advice is a good foundation and take steps to make your eyes standout.  Use blusher if you need it and normally wear it while lipstick is optional.
What to wear on TV

The safe wardrobe option for an interviewee is jacket and t-shirt, it is the outfit most often chosen by female television presenters

What to wear on TV: jacket and t-shirt

  • For most of our clients, the ‘safe’ outfit for a woman interviewee is a jacket and T-shirt or jacket and shift dress. The T-shirt should not be too low on the neckline – any cleavage is distracting so avoid showing it. Similarly not too high on the neckline: polo necks are very rarely seen on TV for good reason. They are too hot for a studio environment. Most female newsreaders stick to the jacket and T-shirt formula and it is a very safe one.
  • Having a jacket gives somewhere to clip on the microphone and saves any embarrassing need for wires up under a dress or pulling a delicate top out of shape.
What to wear on TV

Avoid scarves and overly large jewellery: simple lines are least distracting

 

What to wear on TV: avoid scarves

  • Avoid scarves and overly large jewellery. I would advise trying to keep a clean ‘unfussy’ image and amazing jewellery will again only distract from your message. Dangly earrings are to be avoided as they will move and again distract from what you are saying.
  • The vast majority of TV interviewees are shot from the midriff upwards, something that is called a mid-shot. However, unless you absolutely know that is how the interview will be shot you may want to give some thought to the bottom half! Crucially, if there is even a remote possibility that you are going to be on a low settee – do not wear a short skirt. If you do you will surely spend the whole interview tugging at the hem at and worse being distracted by the amount expanse of your legs on show.
What to wear on TV

Jackets can be worn with a shift dress but if it’s too short you might be worried about showing too much leg

What to wear on TV: what colour?

  • People often ask ‘what colours can I or should I wear? The truth is it makes very little difference these days so long as you don’t wear checks. 20 years ago camera technology struggled to cope with black, white, bright red etc. Today, black and white are best avoided if possible but only because they can be unflattering in harsh light. Softer colours are more flattering. However, one important rule remains; don’t wear high contrast checks. If you do the picture will ‘strobe’ making it look as though you have recently been standing in a nuclear bunker. Whiles this is not a crime, it is distracting.
  • Hair off the face. If you have long hair consider tying it back. Viewers need to see both your eyes to trust you. Also, there is nothing more irritating than someone constantly flicking their hair back off their face.
  • Finally, where you look during the interview is much more important that what you wear. Hold the eyeline with the interviewer as much as possible unless you are doing a ‘down the line’ in which case you will need to stare down the lens of the camera.
What to wear on TV

TV lighting means it is a good idea to wear make-up if you are being filmed

If you want to prepare for a television or radio interview why not book a session in our studio. We can provide a realistic run-through   and you can watch and critique your own performance as well as enjoying expert coaching. That all means you are much more likely to get it right on the day.

What to wear on TV: other articles

Don’t just take our word for it, here is an article about what to wear on TV.

We condensed it down to 10 top tips but here are 22 tips on what to wear for a TV interview.

Key Messages are magic

Key Messages are magic: you almost certainly need some

Key messages are something that when I was a journalist I would have scoffed at. I remember the BBC Radio 4 presenter John Humphrys saying that anyone who says you need three key messages to do a radio interview is talking rubbish. Now with more than 10 years media and presentation training experience, I am confident in saying he is utterly and completely wrong.

Key Messages are magic

A few hours with a trained journalist could save you days of frustrating email negotiation

Key Messages helped George

To illustrate let me introduce someone we will call George. George is an old friend of my family. I have known him since he was 12 and he is now in his late 20s. He is ferociously bright with a brain that is capable of holding huge amounts of detailed and diverse information. He has encyclopedic knowledge of geography, global politics and the railways of Europe (!). But when he went for his dream-job interview, he lost out. They gave him very specific feedback; he had bombarded them with too much information and too much detail and they had not fully followed his arguments. (My interpretation is they were not sure if they were dealing with a genius or a nutcase.)  So he came to spend an afternoon with me and we sorted out his messages: how he would describe his professional skills and how projects he had completed in other jobs were evidence of his knowledge and ability.

I see myself as a …

What I feel I would bring to this organisation is…

Etc…

We also worked out what he was going to say, if asked, about a ‘hole’ in his CV. There is a perfectly reasonable explanation but it was complicated.

And then we rehearsed.  Which is exactly what we do in Media Training.

Key Messages organise thoughts

It is understandable that John Humphrys would not see the necessity for this sort of preparation for either a job or a media interview.  After a lifetime as a journalist and broadcaster, Humphrys and his ilk need only to think about something to be able to articulate it as a simple argument. It is their professional skill. (Interestingly, journalists rarely recognise this as a skill. They assume everyone can do it despite daily evidence to the contrary.)

Let’s take another example. Imagine someone has spent the last five years managing clients and designing an ‘end to end process solution’ for automating the work of people who pick the items for your on-line order in a vast warehouse. What are the chances of that person being able to articulate the advantages of 3D barcodes or warehouse management software in simple language?

Absolutely zero.

This does not mean that particular professional is inadequate.  It just reminds us that experts often find it hard to articulate a helicopter view. Under questioning they often get lost in the detail and led down blind and unhelpful intellectual by-ways.

Key Messages are useful everywhere

I recently facilitated a meeting helping draw up the talking points for a new international strategy for tackling a specific set of problems in emerging economies. It sounds a long way from media and presentation training but actually is remarkably closely related.

This gutting of a detailed strategy document to identify a few easy-to-grasp core ideas is a task regularly faced in many different forms by all sorts of teams in business. But it can take weeks. Putting all stakeholders together with a former journalist will save hours if not days of frustrating email negotiation.

Back to George. I am delighted to report that George got the next job he applied for and is now being offered a promotion and a new role in another European country. Well done George. And another triumph for the magic of messaging.

If you know people who need help sorting out their messages give us a call.

 

Key Messages: online articles

There are plenty of online articles explaining the basics of key messaging. Here are a few: