Posts

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

 

 

 

rsz_cc028_jeroen_dijsselbloem

The Art of the Quote: Sizzle with Care

The art of the quote and the power of a good one is something we at the Media Coach think about every day. But last week in Europe we had another example of someone being a bit more quotable than perhaps the man himself had predicted. Many people outside Brussels or Holland haven’t heard of Jeroen Dijsselbloem, the Dutch Finance Minister who is currently President of the Eurogroup of Eurozone countries. But he got himself into hot water this week after comments he made in an interview with the Frankfurter Allgemeine Zeitung newspaper offended politicians from Italy, Spain, Portugal and Greece.

The Art of the Quote: Dutch Finance Minister in hot water 

The Art of the Quote

Dutch Finance Minister, Jeroen Dijsselbloem, was perhaps a bit more quotable than he had realised.

The offending quotes relate to this particular passage of the interview:

In an attempt to emphasise that being in a currency union carries responsibilities, Mr Dijsselbloem said that northern Europe had shown “solidarity” with the south during the crisis, but that solidarity comes with “duties”. “I cannot spend all my money on liqueur and women and beg for help afterwards.”

He then qualified his remarks by adding that this applies equally at a personal, national and European level.

Despite this, the response from politicians from southern European countries was swift and predictable with accusations of stereotyping, calls for Dijsselbloem’s resignation as head of the Eurogroup and the Portuguese Prime Minister Antonio Costa going so far as to call the remarks ‘racist, xenophobic and sexist’.

The Art of the Quote: Best to avoid cultural stereotypes

If we’re dealing in cultural stereotypes then Dijsselbloem’s quote is an absolute belter, folding characteristic Dutch bluntness into a purse-lipped, highly quotable metaphor loaded with puritanical disapproval of feckless behaviour.

But it was actually out of character.  Mr Dijsselbloem has built a reputation as a calm and authoritative euro-dealmaker, who has been instrumental in the Greek debt talks and is seen as a reassuring media spokesperson who doesn’t resort to flashy imagery.  He’s due to lose his position as Dutch Finance Minister anyway (his Socialist Party recently got thumped into fifth place in the Dutch elections) but, it would be a shame to see his term as Eurogroup President (which is due to end in 2018) prematurely cut short because of one misguided quote. 

The Art of the Quote: qualifying your words after the event rarely helps

If there are any media training lessons to be drawn from this it’s that spokespeople not only need to plan and test their sizzle (deliberate quotes) in advance but also be judicious in their choice of words. Qualifying provocative comments afterwards won’t help either. It doesn’t matter that Mr Dijsselbloem’s defence was that his remarks were equally directed at himself, the point still stands that sensitive people will always react badly to comments that they perceive as primarily directed at them and this will be more likely to happen if the words play to cultural stereotypes. 

Of course we would also say that being dull and overly cautious also has its drawbacks. Namely, nobody notices what you are saying. So sizzle but sizzle with care, forethought and judgement. If you or your organisation need help crafting quotes as part of prepared messages, we at the Media Coach would be delighted to help. 

 

Photograph of Jeroen Dijsselbloem used under Creative Comms licence. 

education-examds_2910779b2

The dangers of sizzle without evidence

As a lesson in self publicity, it was exemplary.

But the backlash following recent comments made by the chairman of the Independent Schools Association, highlights the importance of speakers having sufficient evidence to support what they are saying.

Richard Walden entered the media spotlight last week by claiming that state schools were failing to produce pupils with a moral compass. Specifically excluding the independent sector from the problem, he said:

“the country is turning out too many amoral children because schools cannot find the time to teach the difference between right and wrong, as so much school time is spent on ‘teaching the basics’.

education-examds_2910779b

Richard Walden failed to support his claim that Britain is turning out too many ‘amoral’ children

As the vast majority (93%) of children educated in this country are in the state sector, this is quite an extraordinary claim. And as American astronomer Carl Sagan was keen to point out, “extraordinary claims require extraordinary evidence.”

So whilst we applaud Mr Walden’s use of media-friendly sizzle with remarks like “amoral children” and “moral compass”, we would also look for evidence. Where is the proof for this headline-grabbing assertion? Therein lies the problem. He says his comments were based on a survey he read several months ago, although he could not remember where he read it.

No statistics, no sample size, no explanation of its methods. He can’t even tell us who conducted the survey, so that we can evaluate its authorship and conclusions for ourselves. Instead, there’s just a sweeping generalisation, with nothing to back it up.

Whilst his audience at the Independent Schools Association Annual Conference might accept his comments at face value, the public in general – and the state school sector in particular – are likely to be a little more sceptical.

Indeed, some of them may conclude that using his influential position to publicly criticise huge numbers of children without any evidence whatsoever, and in order to promote his organisation’s interests, was somewhat “amoral” in itself.

My end of term report for Richard Walden: must try harder.

Rawls

Want to keep your skills up after media training? Watch The Wire

A lot of clients ask me how they can keep their new skills up to speed following our media training sessions.

Obviously, the answer I want to give is that they should buy more training and do so on a regular basis! But I appreciate that budgets and circumstances don’t always allow for this, which is part of the reason we write coaching notes and set up this blog.

But a blog can only go so far in helping to reinforce learning because media training is about providing a practical toolkit, which can go rusty quickly if it isn’t used.

So here are some tips for PRs who want to keep their team’s skills fresh between trainings.

1. Sizzle sessions

Get colleagues together for lunch or coffee and ask them to bring news stories with quotes in. Ask them to analyse the language and explain what works and what doesn’t. Depending on

Rawls

The Wire has some great speeches

their enthusiasm, these discussions could also be extended to include poetry, group viewings of speeches and Ted Talks or even monologues from TV (The Wire has some of my favourite speeches in it). There is also team-building value to this exercise but I appreciate that all organisations are different and that time is a factor.

2. News judgment clinics

As a PR you could pull together two or three pieces of coverage of the same story  (preferably one which isn’t related to your organisation).  Get colleagues to analyse the differences in tone and angle to help develop judgment. You could also ask them to rank different stories for their news value as a way of understanding how journalists put stories together and what is and isn’t a story. This may also be helpful for training junior communications staff or for getting excited non-comms colleagues to stop turning up at your desk with ‘stories’ which are actually turkeys.

3. Jargon checklists

jargon-image21

Keep a jargon checklist: or picture your trainer looking angry

During formal sessions, most trainers will get hot under the collar about how much jargon delegates use in their practice interviews. PRs can build on this by pulling together a jargon checklist with the top ten words, which should be banished from all encounters with journalists. This could be done for all delegates as well as the organisation as a whole. Pin these checklists in prominent places so that you drum it into colleagues that jargon is a dirty word with journalists. I often tell spokespeople to picture me looking angry (which isn’t hard) before their interviews as a reminder.

 4. Practise on camera

This is blindingly obvious but make sure you do it.  A lot of PRs have cameras but don’t institute regular practice sessions. The camera won’t get itself out of the box and your team won’t improve on their own. Use it.

Here are some tips for what I think could help between sessions.

I’d love to hear from PRs: what’s worked for you?