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misspeak

Another Misspeak: Strachan Reminds us that Stream of Consciousness is Dangerous in a Media Interview

Another misspeak this week has landed a respected former football manager in hot water.

Strachan’s Confused Misspeak

If you watch TV sport, you are probably aware that Gordon Strachan, a former Scotland and Celtic manager, has been dropped as a pundit on Sky Sports after drawing a comparison that has infuriated many. He has apologised but the story is still running after several days.

misspeak

What actually happened? Well early in the Thursday night programme, The Debate, panellists had been discussing the problem of racism in football, prompted by Spurs and England defender Danny Rose, considered to be one of the most talented players of his generation. He said he couldn’t wait to see the back of football because of the racist abuse he suffers – and because of the lack of action taken against offenders.

Later in the same programme, the discussion turned to whether Adam Johnson, a footballer who has been released from prison after serving 3 years of a sentence for child sex offences, should be allowed to play again. He was found guilty of having sexual contact with a 15-year-old fan.

Strachan, who has said he would be happy to sign Johnson given that he had served his time, appeared to draw a comparison between the racist chants and the potential for abusive chants if Johnson appeared back on the pitch. He posed the question:

“If he (Johnson) goes on to the pitch and people start calling him names, have we got to do the same as it is to the racist situation?” Strachan said. “Is it all right to call him names now after doing his three years – have we got to allow that to happen?”

Misspeak trouble can come from nonsense

It’s a fairly non-sensical sentence and certainly not a thought out position. The nub of the argument is that many believe Johnson deserves abuse while (clearly) black players do not.

Whilst Strachan’s comments were ill-advised, and clearly not well thought out – the sentence barely makes sense – it is clear to me that it is extremely difficult to pick wise words all the time. It is extremely easy to say something stupid, or non-pc or just plain wrong in a longish conversation, in which you are being treated as an expert. We see it time and time again. It is not easy to be a professional pundit and in the age of Twitter, it is easy for anyone to misspeak in public or in the media, and kick up a hornet’s nest of fury.

misspeak

Misspeaks: a Long List

So next time someone tells you that they do not have time to ‘work on their messages’ ahead of a media interview, and they do not need Media Training, remind them of this long list of people who misspoke in an unguarded moment. Some just had an uncomfortable few days, others lost their jobs or ended up in court.

If you can remember some I can’t, please do share.

 

Is your message boring image

Is your Message Boring but Important? Important but Complicated?

Is your message boring or overly technical? What can you do to make it more digestible?

Making the Boring Digestible and Memorable

Those of us who care about communication –  and who work with businesses or organisations –  are constantly challenged to make something inherently complicated, easy to understand. It is not unusual to find organisations who have struggled for years with this core problem. Sometimes the spoken word really is just not enough and there is a need to be more creative. Here are some random examples of clever ideas, which I share, hoping they will provide all of us with inspiration.

BA Comic Relief Safety Video

I have been doing a bit of travelling recently and one cannot but admire the brilliance of the British Airways Comic Relief Safety video. Trying to get frequent fliers to pay attention to flight safety (whilst also getting them to donate money to Comic Relief) must be one of the biggest message challenges there is – particularly as the obvious option of scaring the bejabbers out of passengers – is not available. If you haven’t seen the second edition of this, the Director’s Cut is here:

Information is Beautiful

Information is Beautiful by David McCandless is a fabulous coffee table book which I think I must have lent to someone (if it’s you can I have it back please). It has literally hundreds of examples of different ways to present information visually. To reach the standards of ‘beauty’ demonstrated in the book would require a designer and a reasonable budget, but if you are just looking for inspiration for the latest PowerPoint presentation, you might find something you can replicate.

Is your message boring image

Is your message boring image

Of course, there are many other sources of inspiration for graphics. Infographics have come of age in recent times and can be a great way to get a message out. It seems to me you will still need a creative designer and a budget, but they can certainly have an impact. Although the word inforgraphics is modern, the idea has been around hundreds of years. This is a blog about graphics that changed the world – including the Florence Nightingale one pictured below. Nightingale’s charts illustrated month by month, the overwhelming number of deaths in Military Hospitals caused by preventable diseases. It changed hospital practice forever.  Others mentioned in the blog are Mendeleev’s 1869 Periodic Table and Harry Beck’s 1931 London Underground Map.

Is your message boring image

Tell a Story

I am not going to reiterate all I have said before about story-telling and how important stories, examples and anecdotes can be in message building. But there are people out there who are going one step further: weaving important information into a fictional story. This strikes me as being very hard work but is something of a specialism for the author Patrick Lencioni. He writes about business management and teams and I have read and enjoyed ‘The Five Dysfunctions of a Team – A Leadership Fable’.

Is your message boring image

 

Most of the book is the fable or fictional account of the challenges faced by a new CEO tasked with turning around a cash-burning start-up. In the end, there is an analysis of the story explaining the ‘best practice’ that can prevent or deal with the problems faced. It’s clever and makes the otherwise dull topic, very digestible.

Another clever person trying to make learning easier is Matteo Farinella. He combines storytelling with comic style drawing using fantastical drawing to explain neuroscience in his book  Neurocomic.

In this example of his style covered by a creative commons licence, he is illustrating the water cycle.

Is your message boring image

The Humble Metaphor

It is not possible to leave out from this list my old friends – metaphors, analogies and similes. So often they explain things very well, either verbally or visually.

When Sir Ian Cheshire, Chairman of Debenhams wanted to kill a story that the company was insolvent this is what he said.

“The only analogy I can have to it is like having a bunch of nosy neighbours watching your house…Somebody sees somebody in a suit going into a room. The second person concludes it’s a doctor, the third person concludes it’s an undertaker and by the time it gets to the end of the day you’ve got the cause of death and everyone’s looking forward to the funeral.”

Social Media Videos

Finally, let’s return to videos but with rather lower production values than the BA example, we started with. I am a huge fan of the World Economic Forum’s bite-sized videos that appear on LinkedIn. An archive of them can be found here. As you can see they are very simple but very effective.

Here are five cognitive biases that could be holding you back at work

Studying your subconscious mind. 📕 Read more: http://bit.ly/2Hk9OSN

Posted by World Economic Forum on Friday, March 8, 2019

So now all we need is a story, or a novel, a graphic or a video, to explain the difference between World Trade Rules, Canada +++, Norway style deal etc. – just in case we have to vote on which one we, in Britain, want.

 

 

 

 

 

 

 

Blue passport

The blue passport and the power of the tangible

The blue passport has been called an icon of British Identity. And we are going to hear a lot more about that icon in the coming weeks.

The blue passport: why all the fuss?

The blue passport was discontinued in 1988, although given the lifetime of passports there were probably a few around for 20 years after that. But this does mean roughly 20 million of the 65 million population of the UK have never seen a real UK blue passport. However, it is clearly viewed with affection by many amongst the older generations. As you are almost certainly aware, blue passports are due to be reintroduced – or an updated version will be introduced – in 2019 when Britain leaves the EU.

Blue passport

The controversy comes because the contract to print these new passports is about to be awarded to a Franco-Dutch company Gemalto. The specialist British printing firm De La Rue (an ironically French name) which, it seems, lost out in the tender process, has very unusually taken the view that this is a decision worth fighting and in public.

The legal case to have it printed in the UK and not in Europe is going to get a great deal of coverage. There are lots of reasons for this. One is clearly that the dispute neatly encapsulates the pro/anti EU argument in a simple way. But another key factor is that the blue passport itself is tangible. By which I mean you can picture it. And that is a key reason why this will run and run.

The power of the tangible

Tangibility helps people, all people, engage with this argument much more easily than with the arguments about other important elements of the Brexit process such as possible tariffs on financial services.

You can picture the passport in your mind in the way you can picture a pot of money, a bridge, or a car but you can’t picture a pension, infrastructure or the automotive industry. Being able to picture something makes it easier to grasp and easier to remember.

This is not the first time the controversies of the EU has been reduced to something we can picture. Myths about a threat to straight bananas, British sausages and a proposed ban on the word ‘yoghurt’ all became symbols of exasperation with the EU and in all cases it was a myth but the arguments live on. The BBC among others did an expose of this in 2007.

The take away: find something tangible

If you are communicating to external or other non-specialist audiences, including tangible items – examples you can picture – is a very simple way to make an argument more memorable or sticky.

Blue passportBlue passportIn a recent training my colleague Catherine Cross compared a description of a company that was doing the rounds on LinkedIn with a quote about engineering from former BP CEO Lord Browne. Both are attempting to explain a professional concept. But we think Lord Browne wins hands down because he gives examples that people can visualise and this is much more powerful than a lot of conceptual words.

Professional cerebral people are often deeply reluctant to add these tangible words to their prepared arguments because they think it makes them look stupid or they think it’s irrelevant and unnecessary. We think tangible elements are hugely valuable in any argument and should be shoe-horned in at any opportunity.

Create a picture in people’s minds and your argument is more likely to be remembered.

The Media Coach is constantly involved in helping companies and organisations create ‘sticky’ messages. If your organisation needs help with please do give us a call on 020 70992212.

For a previous blog on the key elements of prepared messages see our earlier blog: 8 tips for professional communicators. 

 

 

Blue passport photo used under Creative Comms licence.

 

Developing messages: Are you guilty of navel-gazing?

Journalists often accuse the PR world of ‘navel-gazing’ when developing messages and trying to sell-in stories. While working in various BBC newsrooms I often took calls from people trying to sell me a story by saying “This is really interesting…” Unfortunately, most of the time it was interesting to them but of little relevance to a wider audience.

Well, this week the boot has been on the other foot. Journalists have found the silencing of  Big Ben interesting but the rest of the country less so. The Big Ben story went on and on for nearly a week. But apart from those inside the Westminster bubble, does anyone really care?

developing messages

Big Ben will remain silent for the next four years – a story that had extensive coverage for more than a week. But who really cares?

Perhaps one reason it got so much coverage is because it’s the so-called ‘silly season’ when journalists sometimes struggle to fill newspapers and bulletins.

Here are some questions to ask when developing angles and messages to sell into journalists.

Developing messages: Ask is the story timely?

In other words is it about an issue of the moment, next week’s news rather than last week’s. Clearly, Big Ben passed this test. Most of the coverage happened before it fell silent not afterwards.

Developing messages: Is your story relevant to people’s lives?

Do your messages pass the ‘So What’ test? In the case of Big Ben, most people have heard of it, so the news it will be silent for most of the next four years might be of some interest. But many people I’ve spoken to outside London remarked that they didn’t really care and found a week of coverage over the top, because it was irrelevant to their daily lives.

When developing key messages and selling-in stories, look for ways to make the story relevant to multiple audiences.

One good example of how to take engineering out of the laboratory and make it relevant was the recent story about replacing concrete blocks in washing machines with water.

Roger Harrabin is a BBC environment analyst (we used to call them reporters).  The first line of his washing machine story is a perfect illustration of the second element you need when selling-in a story to journalists: can you sum up why it matters in one sentence? He wrote:

“A simple device to cut the weight of washing machines could save fuel, cut carbon emissions and reduce back injuries, according to researchers”. Now that clearly passes the ‘So What’ test? Journalists will respond better if you think the way they do and ‘cut to the chase’.

Developing messages: Have you joined the dots?

We understand, this approach is often at odds with the way many people think. An engineer once said in a media training session “You have to understand that, as engineers, we are trained that the facts should speak for themselves”. This, unfortunately, demonstrates exactly why selling-in stories, developing key messages or answering questions in a media interview can go so badly wrong. When speaking to busy journalists don’t fall into the ‘too obvious to mention’ trap: you have to connect the dots and (concisely) spell out the point you want to make and why it matters.

Of course, once you have the journalist’s attention it then really helps if you can back it up with a story, metaphor, anecdotes or proof points to bring your point to life.

A final example of effective communication – making it real – comes from Lord Browne, formerly of BP, who said in a recent talk that “engineering is about creating solutions to humanities most pressing challenges – whether it’s building a bridge, finding new treatments for cancer or tackling climate change”.

You can’t argue with that!

If you want more on this subject Robert Matthews blogged last year about a scientific study that was adapted to fit the Ted Talk formula. The talk was called ‘Can you really tell if a kid is lying’. The blog is here and the Ted Talk is here. 

Photo credit: Big Ben used under Creative Comms licence.