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media interview traps

Media interview traps – how to avoid two of them

Media interview traps are relatively easy for journalists to set and for interviewees to fall headlong in to. At The Media Coach, we try to keep you safe by identifying the most common ones and giving you tips and techniques to avoid them. So it’s useful to look at two examples of interview traps which happened in recent days: being indiscreet near a microphone – even when you think you are not being recorded – and the journalist trying to get you to go ‘off message’ to create juicy headlines. The first trap resulted in days of embarrassing, negative publicity while the second was neatly avoided.

media interview traps

There are some well known media traps but people, even professionals, regularly get caught by them.

Media interview trap 1: Cameras are always on and microphones are always ‘hot’

During every media training session we drill into people the need to be very careful around microphones and cameras before and after an interview; in fact, whenever you are in a TV or radio studio. But familiarity can breed contempt and this week we saw even one of the UK’s most experienced journalists, BBC presenter John Humphrys, get caught out when he made controversial comments in a studio without realising he was being recorded.

He wasn’t on air at the time and was just chatting with a colleague before recording an interview when he made what he has since insisted were “jokey” comments about one of the biggest media stories in the previous week; Carrie Gracie’s resignation from the post of the BBC’s China editor because men in other editor posts were paid considerably more than she was.

The story about the lack of equal pay at the BBC had been running for several days and probably would have been winding down, but with the leaking of the recording, it is now right back up the news agenda.

One of John Humphry’s BBC colleagues, Jane Garvey, summed up the incident nicely when she tweeted:

media interview traps

Media interview trap 2: going off message/just reacting to the journalist’s questions

Also in recent days, experienced media performer, Stanley Johnson, (father of Foreign Secretary, Boris) deftly demonstrated how to avoid another common media interview trap, which I call the “while I’ve got you here, can I just ask you about…” question.

Mr Johnson was appearing on a phone in on Radio 5live’s Emma Barnett show after the UK Government announced proposals to curb plastic waste in the environment. After giving his view on the proposals, and mentioning Boris, Emma Barnett, seized the opportunity to go slightly off-topic with Stanley Johnson in search of a potentially juicy headline by revisiting the very public falling out between his son and the now Environment Secretary, Michael Gove, during the last Conservative leadership contest. ( You can click here for the full interview which starts at 1 hour 24 minutes and 55 seconds and will be available for the next three weeks.)

media interview traps

Stanley Johnson refused to be drawn when asked about the relationship between Michael Gove and his son Boris Johnson.

When asked to respond to the comments from his daughter Rachel that Mr Gove had stabbed her brother Boris “in the front and the back”, Stanley Johnson neatly spotted the potential for negative headlines which could overshadow his environmental agenda. He simply took the sting out of the topic by refusing to get drawn in and saying “I don’t think it’s a good idea to distract from talking about the environment” before going back to his key messages on his intended topic.

This is an effective example of the bridging technique which we teach during Media Coach training sessions to ensure interviewees can avoid being drawn off-topic and ending up with headlines they never intended.

Finally, to avoid both traps, the two cases illustrate the need to take media encounters seriously, focus and remain disciplined at all times.

Photo 1: Pixabay
Photo 2: Creative Commons

 

 

Latte-levy, message building

Latte-levy is my phrase of the week!

Latte-levy was a phrase that popped up everywhere last Friday and will continue to be written about for weeks if not months to come. It is the name given to a proposed 25p tax on disposable paper cups. I love it! The phrase that is, not the proposed tax. I have been unable to find out who coined the phrase latte-levy but if someone can let me know I will definitely credit him or her.

Latte-levy, message building

Latte-levy is a clever phrase that has become shorthand for a tax on paper cups.

You can find references to the latte-levy from the BBC here, from the New York Times here and from the Telegraph here. But there are plenty more to choose from.

Latte-levy makes a ‘sticky’ message

Latte-levy is a beautiful illustration of two of the key elements used to create ‘sticky messages’. (I have written about this many times previously, for example in this piece about the phrase muddle-headed mugwump‘.)

Why do I love this phrase? Firstly, latte-levy alliterates. Anyone trained by me knows that I am often searching for alliterative phrases to make a business idea more quotable. Alongside ‘polluter pays’ and ‘precautionary principle’ to name but two – latte-levy will enter the public zeitgeist as the shorthand for an argument about using tax to change behaviour and culture around our current use of these plastic-lined, difficult-to-recycle, disposable cups.

Secondly, it is a clever name. I often say to clients – can’t you give that idea, solution, app or gadget a sexy or catchy name. There is nearly always push back.

I know there are sometimes good reasons for this but it constantly frustrates me. Why throw away the PR potential of something?

I have had fun imagining what might have gone on behind the scenes in some eco-agency or MPs closed-door committee meeting from which this phrase emerged.

Latte-levy, message building

Imagined conversation between PR experts and policy experts

‘We need to persuade the government to tax the consumer for using paper cups and persuade the consumer this is reasonable. Then we can use the money to pay for more recycling and at the same time encourage people to use their own reusable mugs.’

‘Okay, what are we calling this idea?’

‘It doesn’t really have a name, it’s just a proposed 25p tax on plastic-lined paper cups used by retail coffee outlets.’

‘It would be good if it had a catchy name. You’ll get more coverage and people will remember it.’

‘Hmm, there are no catchy names for taxes’

‘Well, actually there are. Remember the poll tax – oh and stealth taxes, Robin Hood taxes, tampon tax….’

‘Oh well we don’t want anything like that, it’s all very negative. Someone called it a latte-levy but we can’t use that because it sounds like it only applies to one type of coffee!’

‘Actually, latte-levy is great. We should use that.’

‘But it’s not accurate.’

‘Does it matter?’

‘Yes, it matters. We are a serious policy organisation/committee and we need to demonstrate we understand the issues and not mislead the public.’

‘Well, I think the public will understand that it doesn’t just apply to paper cups used for latte. Shorthand phrases are all around us. ‘Energy efficiency’ could be very misleading if you took it to mean people’s own energy levels. ‘Nodding donkey’ bears absolutely no relation to a beast of burden and how many ‘Dunkin’ Donuts’ are actually dunked?’

‘Yeah – and tampon tax is about all sanitary products right, not just tampons.’

‘Well, how about we call it the paper cup tax’.

‘No let’s be brave: go with latte-levy…’

One week later …

And dear reader the outcome was …

‘Look Latte-levy makes the headline!

And again. And again. And again. Who’d have thought it!’

The principle is; use a great phrase to spike people’s interest, then attribute a clear meaning to that phrase as the second step.

The Media Coach regularly runs message building sessions for its clients. If you would like help working out what you want to say about a product or an issue do give us a call +44 (0)20 7099 2212. (Clients tell us we work out cheaper than a PR company.)

get the tone right

Media training: Getting the tone right

Getting the tone right can be far from easy in a media interview. You need to sound in control, but also demonstrate the right emotion for the occasion. I wrote last week about how Prince Harry and Meghan delivered a happy but not schmaltzy interview on their engagement whilst apparently effortlessly avoiding a lot of potential pitfalls.

Husband of Iran prisoner gets the tone right

Another man who gets it right in much less happy circumstances is Richard Ratcliffe. An accountant from Hampstead thrust into the media spotlight when his Iranian born wife, Nazanin Zaghari-Ratcliffe, was imprisoned in Iran, and his young daughter who, despite her British passport, has not been returned to him but is instead with her grandparents in Iran.

Getting the tone right

Richard Ratcliffe makes himself available to be interviewed however distressing the news, and always gets the tone right.

Not much is written to my knowledge about Richard Ratcliffe but nothing that is written suggests he is someone with any understanding of the media (besides living in Hampstead which might mean there are some invisible guiding hands amongst his neighbours).

He is never angry, never over-claims but just calmly and sadly states and restates the facts and the argument.

The latest development as reported here in the Independent is that following Foreign Secretary Boris Johnson’s visit to Tehran, a court case expected to be held in Iran on Sunday and likely to extend Nazanin’s sentence, has been postponed. It’s a small bit of positive news in very sad story. And  Ratcliffe was interviewed on Sky news, from his sitting room to put the human face on the latest development.

Here is an interview from Channel 4 news a month ago. It took place just after the Boris Johnson ‘gaffe’ when he mistakenly said that Nazanin had been training journalists – and his subsequent quasi-retraction. It was a mistake that undermined the whole family defence which was that Ratcliffe’s wife was simple on holiday when she was arrested. Many people would have been raging but Ratcliffe just looked and sounded sad but did his best to be positive.

Media Training tips for managing tone

Often the important point in managing the tone is to think first what the tone should be. A strategic approach to interviews will always give you a better outcome.

Media Training tips for managing high emotion

I have actually media trained several people who have become media spokespeople for all the wrong reasons. The father of a girl who died in controversial circumstances, a man with terminal cancer who was campaigning for change in some laws etc. The challenge in these cases is to manage the narrative to avoid the emotional bits that will trigger a breakdown. Bluntly, looking sad is one thing but sobbing on air is uncomfortable and distressing for everyone. The trick is to isolate the bits that people can’t talk about and have an alternative track that will distract from that bit of the story. Of course the journalists and probably the audience want to hear the personal story so it is a fine balancing act. At least broadcast journalists are not insensitive to the problem of too much emotion and in these circumstances, they are not looking to make life difficult for the interviewee. And thank goodness the BBC at least has banned the question ‘How do you feel…’.

Of course, those spokespeople, like Richard Ratcliffe, put themselves through the media ordeal because they think something important is at stake, and at the end of the day there is nothing like media exposure to get things done. Let’s hope in the case of Nazanin Zaghari-Ratcliffe all the media attention will pay off.

Royal interview

Royal Interview – nicely done

The royal interview was, for us spin doctors and media trainers, a highlight last week.  Prince Harry and fiancée Meghan Markle faced respectful but very personal questioning from the BBC’s Mishal Husain; and they handled it with aplomb.

The couple appeared natural, shared bits of their story but never looked uncomfortable. I may be wrong but I am guessing a fair amount of work went into that, if not formally then informally.

As the Daily Telegraph noted:

‘A divorced, mixed race, Hollywood actress who attended a Roman Catholic school is to marry the son of the next King. Such a sentence simply could not have been written a generation ago.’

So many taboos and traditions have been swept away by this engagement that the handling of the interview is probably rather unimportant. But perhaps it did illustrate how this generation of royals are handling the media differently and with much more professionalism than in the past.

Royal interview – professional approach to the personal

This was an interview that perfectly illustrates a professional approach to the personal.

Any spin doctor advising on such an important and sensitive interview would say: give away enough to tell the narrative you want to tell, don’t lie but artfully steer away from anything you don’t want to share. Asked about some of the coverage of the relationship Markle said it was ‘disheartening’ and ‘discriminatory’. But she said this with disappointment rather than rancor. Call me cynical but I am pretty sure ‘disheartening’ and ‘discriminatory’ were prepared lines – and even the tone was carefully chosen. I could be wrong, she might just be a natural but neither are words that most people use every day. They are a good choice because they are suitably negative but not inflammatory. Just what was needed.

Royal interview gave clear sign posting

There was also the very clear signposting that the couple would not reveal the name of the mutual friend who set them up on the blind date: “We must respect her privacy” they both repeated. This is apparently now known but Meghan and Prince Harry were clear but not defensive about controlling the interview on this point. It’s always easier to tell a journalist you are not going to answer a question than to fudge it.

There were a couple of other nice touches that might or might not have been inserted by a spin doctor. Several uses of the word ‘cottage’ with all its small and frugal connotations (!), and the roast chicken dinner. As we often say to people, just insert a bit of colour! It’s not that I doubt the truth of the roast chicken, I just think most people wouldn’t have automatically mentioned it. But it played its role in adding a homely touch to the royal romance.

Royal interview

The roast chicken dinner was one of those irrelevant facts that nevertheless has a role in adding ‘colour’ to a story.

Anyway, all in all nicely done and given that managing the media is going to have to be such a big part of their lives it bodes well that together – and undoubtedly with the help of others – they delivered a charming, happy, uncontroversial interview.

media interviews

Media interviews: is fear of failure leading to missed opportunities?

Media interviews still evoke horror in many people because the stereotype persists that a journalist’s main aim in life is to humiliate hapless interviewees. And while I can’t guarantee that you won’t come across the occasional Jeremy Paxman-wannabee – the vast majority just want interesting guests who can fill a few minutes airtime or column inches with lively and informative conversation!

media interviews

Media Interviews: Journalists need interesting speakers

From big set-piece events like The Budget to follow-up stories on topics like Brexit or the future of Zimbabwe, the media is constantly crying out for good interviewees to add information and insight.  And with average daily audience figures for a programme like BBC Breakfast of 1.5-million, not to mention the tens of thousands of viewers or listeners to regional and local media, turning down interview requests represents a huge missed opportunity to raise your professional profile or that of your business.

Yet I’ve had several conversations recently when people said they’d turned down interview opportunities through fear: “What if I say “the wrong thing”?” “What if they trick me into revealing something I shouldn’t?” “What if they ask me something I don’t know? I don’t want to look stupid!”

So how can you combat that fear of the unknown and turn a media interview into something less like a visit to the dentist and more of a win-win situation for you and your business?

Media interviews: Preparation is the key

There are three quotes that tell you everything you need to know about handling media interviews:

“It takes me two weeks to prepare an off-the-cuff speech.” (Richard Nixon)

“Who has got the questions to my answers?” (Henry Kissinger)

“There’s no such thing as a wrong question, only a wrong answer.” (US Broadcaster Ed Murrow)

What these quotes illustrate is that there is no shortcut to preparation if you want to shine in the media spotlight. Just because you are an expert in your field, do not assume you can just ‘wing it’ in interviews.

You must be proactive and ask the journalist questions before agreeing to take part. This will ensure that when you come to do your preparation you are crystal clear in your head:

  • What’s led them to do the story – what do they want from you?
  • What do you want to talk about?

Much of the fear of interviews can be avoided if you understand why they are interviewing you i.e. will you be a ‘player’ or a ‘pundit’? Are you there because you or your company/organisation are ‘the story’ (player) or are you there to comment on and add incite to a story or topic in the news (pundit)?

In many cases, people from professions such as lawyers, bankers, economists and the business world, will be interviewed in the latter role, which is the easier of the two because journalists are merely looking for you to have something interesting, informative and insightful to say about events, rather than putting the boot in!

Media interviews

Avoid being defensive or bland

Because so many interviewees are terrified of saying the ‘wrong thing’ they can become defensive and bland, and say nothing of interest at all – which is a cardinal sin if you are there as a pundit. (Here is a blog one of our team wrote a while ago about the problem of trade associations being just too bland.) To avoid this, once you clearly understand the circumstances of the interview, your preparation needs to cover two areas:

  • Set yourself an interview objective or headline: What one thing do you want the audience to take away from your interview?
  • Develop a MAXIMUM of 3 key messages/issues to back up your headline.

Language:

  • Remember you are not speaking to your colleagues, so avoid your industry’s jargon and speak in layman’s terms.
  • As a pundit, you are not there to plug your company. However, you should still think about relevant examples, anecdotes and proof points from your work that you can use to illustrate your points and make them more credible and robust (and show your/your company’s expertise).

Top tip for ‘pundits’

  • Remember the pub analogy: Imagine you are in a pub with a friend who knows nothing about your profession or business. Explain your answer to the journalist in the same way you would to your friend in a casual setting.

If you follow these tips, you could see yourself becoming a regular contributor which is priceless advertising without costing you a penny.

media interviews

If you want to learn more about how to take advantage of media opportunities The Media Coach can run bespoke training session for you or your team. As trainers, we’ve helped launch many media pundits and enjoy hearing our one-time trainees pop up time and time again.

For further reading, this is a good blog for scientists and pharmaceutical industry people on how to do a good interview.

Picture credits: Image 2 Steve Debenport

PR and the role of the enemy

Theresa May stood up at the Lord Mayor’s banquet at London’s Guildhall on Monday evening and accused Russia of seeking to weaponise information: using fake stories and photo-shopped images to sow discord in the west. She added meddling in elections and hacking the Danish Ministry of Defence, the Bundestag and others to the list of inappropriate international activities. The full speech is here.

PR and the role of the enemy: case study

 

PR and the role of the enemy

Theresa May pictured with Vladimir Putin in 2016. Now she accuses him of trying to destabilise western democracies.

Now, I have been going on, in private, about Russia’s likely meddling in both the Brexit referendum and the last UK general election for a considerable period of time. I am not close to power so I have no proof but there is enough evidence out there to make me deeply suspicious. But no one was talking about it: until now.

I was extremely thrilled last week when I saw the cover of that excellent round up of the week’s news The Week.

PR and the role of the enemy

And I am pleased that the Prime Minister of the day is now raising the alarm about the likely, sinister action of Russia; using social media (and particularly social media bots), fake news and other tactics to destabilise western democracies.

But I am deeply suspicious about the timing of Mrs. May’s sudden apparent interest in this.

PM criticises Russia, but why now?

The information about suspected Russian meddling has been around for months if not more. It is true the press were writing more about it this month but there was no major new information. It seems Edward Lucas of the Times brought it into the mainstream (sadly this article is behind The Times paywall). I wonder if it just popped into his head or whether someone in Whitehall sowed the seed.

The question is, why is Mrs May speaking about this now?

Well as a cynic, I would answer that it is because the government needs an enemy to unite us. One that is not anything to do with our negotiating partners in the Brexit talks. And here we have it: President Putin and the threat to the international order. As a political or PR tactic it is as old as the hills. Here is an article in Psychology Today that explores this very issue.

Headlines about Russia’s meddling are ‘manna from heaven’ for an embattled Prime Minister who has on her hands rumbling sex scandals, the Paradise Papers, stalled Brexit talks and forced cabinet reshuffles due to amateur empire building by the former Minister for the Department of International Development. And that is before we get to the Boris and Gove double act. My guess is that the Russia section of the speech was suggested or developed by Robbie Gibb ( who I blogged about back in July) to give Mrs. May a few benign headlines. And it certainly worked.

 

 

 

 

 

LinkedIn

5 reasons why LinkedIn is a ‘must’ for PR people

We at The Media Coach love LinkedIn. As a social media specialist, I keep across all the main channels and firmly believe that today – for the PR world – LinkedIn has huge potential but is often underused. It is widely known as a place to put your CV, or as the Facebook of the business world, but it’s so much more than that. As a PR professional if you are not really using this valuable social networking platform you are missing a trick.

Here’s why.

LinkedIn

5 reasons PR professionals should use LinkedIn

  1. You can find crucial contacts and have an ‘in’, a reason to introduce yourself via your existing network of contacts who validate your experience.

One of the hardest things about the PR world is being able to find the right contacts. Top of the list for this is of course journalists. You can’t hope to have strong relationships with every journalist, especially when you start working with a new client or in a new sector. LinkedIn gives you the potential to ‘know someone that can’, to get introductions. It can also put you in front of potential clients and help you find the next job. It’s the best networking you can do from the comfort of your own chair.

  1. This is the best place to build credibility and make it visible. Shout about your news or share articles and people who don’t know you very well, feel that they do.

We always need to let people know about our successes. By posting yours or your clients’ stories on LinkedIn they can be shared with a lot of people. If you join targeted groups you can share to an even bigger number; without relying on the mainstream media it can reach thousands of professionals. This also gives you an opportunity, as an individual, to position yourself as an expert in your field of PR and an expert in the industry that your client is in. But remember to apply judgment; you don’t want to give away too much to the competition.

  1. You can write as much as you like about yourself and in doing so make yourself a searchable commodity. This is way beyond posting a CV.

Unlike many other portals, LinkedIn gives you the opportunity to really elaborate on who you are and what you do. Most of the boxes on your profile give all the space you want. You can explain in detail what your expertise is and you can explain what type of clients you would like to work for. All of this detail is searchable, so LinkedIn helps to make you a saleable commodity that can be found by the search engines. Recommendations are visible and easy to find for anyone who wants to know more about you.

  1. Keep up to date and learn new things.

We all suffer from information overload but this is a great source for learning more from experts and influencers in your field or that of your clients. Influencers are clearly signposted with the LinkedIn influencer badge and you can get noticed by joining in their conversations by adding and responding to comments on their articles. The LinkedIn news flow encourages short, sharp and succinct content that is easily digestible, so if you follow the right people and join the right groups you can stay up to date with the latest news and trends in your field.

  1. Helps you find the next job, as long as your profile is up to date!

PRs work in a very transient industry. At some point you will be ready to move on. LinkedIn is one of the best ways to get that new post and develop your career path. We know that the best jobs often come via recommendation but LinkedIn’s searchable system helps you to effectively recommend yourself. If your profile ticks their boxes, people and companies will come to you. Some of my best and most lucrative jobs have come from LinkedIn. With the right references and the right connections companies and those desirable positions can easily start finding you.

There are more reasons why this is the best professional networking system for PR professionals but if these five reasons don’t get you started on your LinkedIn journey, nothing will.

LinkedIn downsides that you should be aware of

Just in case you think this is an advert for LinkedIn, there are some downsides.

First and foremost you have to understand the importance of searchable terms, this is the common sense bit of search engine optimization. Your profile needs to include phrases that potential employers or lucrative contacts are actually likely to search for. We are all having to learn to write this way and SEO applies to LinkedIn just as much as a blog.

Secondly, LinkedIn often changes its formatting. A constant complaint is that buttons move and functions have been hidden in a new place.

Thirdly, it has become a victim of its own success as a lot of the quality and informative posts are now being lost in the noise of low-value content. Just like Facebook’s ‘noise’ if you have a lot of connections you will have to wade through a lot of uninteresting posts before you get to the useful nuggets of information.

Finally, it can be a challenge to reach that one person you really want to reach without paying. You may be able to see them but not be able to message them. There are ways around it, the six degrees of separation principle of LinkedIn can work, as you may have a connection who can introduce you but otherwise you may have to pay to use InMail. This can be frustrating.

LinkedIn

We provide bespoke social media training courses.

Overall, the free version of LinkedIn is a great tool. If you want to know more about how to use LinkedIn for your organisation we can build a training course around your particular needs. We provide very bespoke social media training around all aspects including Twitter and LinkedIn. Just book in a call with us.

Photo one supplied by Pixabay
Photo two supplied by Flickr

 

misspeak Michael Gove

So easy to misspeak: case study from Michael Gove

It is so easy to misspeak in public, especially if you are trying to be funny.

Last weekend, it was Michael Gove who caused widespread offence by joking about the allegations against Harvey Weinstein.

misspeak Michael Gove

Michael Gove MP has apologised for his gaffe

 

Wrong time to trivialise allegations against Weinstein

In a BBC Radio 4 Today programme interview, he likened being interviewed by John Humphrys as going into Harvey Weinstein’s bedroom – “you just hope you emerge with your dignity intact”.

First I have to say I am not offended by Michael Gove’s joke. It was meant as a joke and tells you nothing about his attitude to women. I could easily join the #MeToo campaign. Others’ experience of this may be in the film or music business, mine was in the grubby hotel kitchens in Great Yarmouth. My experience is that chefs are just as bad as movie moguls.

But while I am not offended, I do recognise it was a daft thing to say and absolutely bound to cause an uproar.

Off-the-cuff remarks can be bad news

When it comes to off-the-cuff remarks in public, it is very easy to get it wrong. Being a little bit risqué will often get a laugh but can also easily offend. And when others are trying to move the dial on what is acceptable behaviour they are going to be quick to condemn those who can be criticised for not getting with the programme.

Back in August, I wrote about three subjects to avoid if you want to stay out of the headlines and any overtly sexist views was one of them. Gove was using Weinstein as an analogy rather than in any way endorsing his right to any sort of behaviour and the line “leave with your dignity intact” is elegant and funny. The problem is that Gove appears to be trivializing what Weinstein and perhaps others have done. If he had thought about it, crafted it, rehearsed it he would definitely have dropped the line. But it was almost certainly an off-the-cuff comment.

In this case, Michael Gove will undoubtedly bounce back. He was quick to apologise and there is an element of fake outrage about this.

But it does beautifully illustrate why spokespeople need training and they also need to rehearse. My Mum has often been heard to say, “I don’t understand why these clever, important people need you to advise them what to say”. And the truth is my one of my key roles is to ensure that my clients ‘risk assess’ the thoughts, arguments and comments they are likely to deploy in the public arena – thereby avoiding embarrassment or damage to the share price.

So many clever people initially find it extraordinary that PR people want to know what they are going to say, how they are going to say it and want to check how the argument is going to land. The smarter ones realise very quickly that an hour or two of preparation, scrutiny and rehearsal can allow everyone to breathe more easily.

If you would like our help in preparing for some external communication – whether it is in the media or somewhere else, please do give us a call to discuss. Join the group of senior leaders who would never be without us.

Photo used under Wikimedia Commons licence

Misrepresented in the media? Why it may not be the journalist’s fault

Being misrepresented in the media is very frustrating. During media training sessions, we often hear that people are reluctant to speak to the media because they have previously had “a bad experience”. “I was misquoted” or “the headline completely misrepresented the story” are two of the most common complaints.

And while the first reaction might be to blame the journalist, two recent controversies reveal that they aren’t always happy with the final version either – and sometimes it’s due to circumstances beyond their control.

 

Misrepresented in the media

Reporter’s fury over ‘distorted’ story

In the last week, The Evening Standard had to apologise to Solange Knowles for airbrushing a photo of her on the cover of its magazine. At the same time the journalist who had written the accompanying story angrily disowned the printed version in a series of tweets.  Angelica Bastien revealed that she had asked for her name to be removed from the byline because she felt her work had been “distorted”.

Copy approval is controversial

And earlier this month, interviewer Ginny Dougray became involved in a row with Saga Magazine and Clare Balding over changes made to an article she had submitted.  Ms Dougray was furious that the magazine seemed to have offered Clare Balding ‘copy approval’ and demanded that her name be removed from the article.  Saga Magazine later clarified that its editorial team had made the changes themselves.

Misrepresented in the media

Saga clarified that its editorial team made changes to the article and stated that it did not give interviewees ‘copy approval’.

 

What these examples illustrate is that after the journalist finishes an interview, there is a more complicated process getting a report published or broadcast than many interviewees realise.

In most large news organisations, the journalist’s work is reviewed by a sub-editor, to check for typos and grammatical mistakes.  They also make sure it is as short or long as needed (leading to another common complaint from interviewees; that they gave the journalist lots of information but very little of it appeared in the final version.) If an article is longer than needed, the sub-editor tends to just cut information from the end, without referring back to the original writer. However, they can if they choose completely rewrite it.

The article then goes to a headline writer.  Their job is to come up with something which will grab a reader’s attention and interest them enough to read the rest of the story.  It is designed to be eye-catching and, in one short sentence, cannot be a balanced representation of the whole story.

So if an article (and your contribution to it) doesn’t end up as you had hoped, it may not always be the journalist’s fault.

 

Avoid misrepresentation in the media, take control

From the interviewee’s point of view, there are some simple steps you can take to give yourself the best chance of your story being covered as you would hope.

  1. Be realistic: accept that being interviewed is taking part in an editorial process, it is NOT advertising.  Mainstream news organisations rarely offer copy approval – even to the most famous.  Asking for it just creates ill-feeling.
  2. Take control of your own contribution. Do your homework, and prepare content, messages and proof points which meet your objective while also meeting the needs of the journalist.  You must be interesting and quotable.
  3. During the interview, use control techniques such as ‘bridging’ (and if you don’t know what that is, you should attend a Media Coach training course) to steer the conversation round to your agenda.

While the journalist may not have complete control of the whole process, the preparation will give the interviewee the best possible chance of winning interesting, accurate and favourable coverage: a win-win situation for all.

dull presentations

Dull presentations are endemic but can be avoided

Dull presentations that bore the audience and damage people’s careers are to be found, it seems, in every industry and sector. At The Media Coach, we have seen a lot of prize specimens.

Established practice is often bad practice, riddled with overly long bullet points, statements of the blindingly obvious mixed in with obtuse arguments barely understood and rarely remembered. And there are the branding departments who insist on colour schemes, headers, footers etc.

So how can you lift your presentation above the crowd? Below are some of the basics of best practice and some common mistakes made by dull presenters.

Dull presentations

Aim to lift your presentation above the crowd. Remember established practice is often bad practice.

Dull presentations can be avoided

The basics:

• Plan on paper. It will make your structure clearer.

• Have a clear take away message.

• Write for your specific audience – typically, the more tailored the presentation, the better.

Be picture or data led, keep text to a minimum

• Be picture or data led – limit text and bullet points. No one can read and listen at the same time and if you have lots of words on the screen you will be tempted to turn your back on the audience to read them. For a guide watch how little text appears on television graphics. It can be a revelation.

• If it is a long presentation divide it into clear chapters, and tell the audience when you move from one chapter to the other. If you know how to use the message house (anyone trained by us will know what this means) this is a very good basis for a presentation, although clearly not the only template possible.

• Don’t be scared to introduce or summarise an argument in a few words on an otherwise empty slide. It can really help to signpost your presentation in this way. Just don’t leave it up too long.

• Rehearse aloud.

• Face the audience and not the screen for at least 80% of the time.

• Speak slowly with energy.

Dull presentations

Boring your audience should not be acceptable. If you think your presentation is destined to be dull, send an email instead.

Dull presentations. Consider just sending an email

We think presentations should not be just about informing an audience. It should be entertaining and inspiring. As my fellow trainer Eric Dixon would say, if just passing on information is your goal send an email; you will save yourself a lot of effort and both you and the audience a lot of time. Presentations should leave people with something new to think about, inspired and galvanized depending on the circumstances.

Dull presenters are often guilty of these common mistakes

• Copy and pasting an old presentation and then fiddling with it to save time. Whilst there is nothing wrong with reusing old slides it is often simpler and better to start with a clear plan and then fill in with some old and some new slides.

• Writing presentation notes on the slide. As mentioned above you want as few words as possible on the slide. There is a special place for presenters’ notes – use it. You will give a better presentation this way.

• Putting a tiny picture on the slide and a lot of words. I am a huge fan of Garr Reynolds who uses full frame photos and limited text. In this case the image becomes a prompt for each element of the argument. I highly recommend his book Presentation Zen. It will transform your presentations.

• Always using the company template. I know sometimes you are told to do this and you have to suck it up, but ask yourself does every single slide have to be branded? Isn’t there some possibility to break it up with a different style, a visual surprise? How about using the branding only on the chapter headings?

Dull presentations will be lifted by a story or example

More common mistakes:

• No stories, examples or anecdotes. We say it at every possible opportunity but here it is again: tell stories, use examples, and raid your personal life experience or someone else’s to make a point. The scientific evidence is overwhelming – people may be impressed by facts and numbers in the moment but overwhelmingly they remember stories over data. Any stories are good but learning to tell stories properly will improve all your communications.

• No media inserted. In this day and age there is little excuse for not using sound or video in your presentation. Above all remember to keep this short. Just 20-30 seconds of something relevant will lift your presentation from the pedestrian to the entertaining.

• Not rehearsing. Polish comes with rehearsal. 20 minutes rehearsal is ten times more use than 20 minutes chit-chat about what the presentation might cover. Rehearse, revise and rehearse again.

• Over-running your speaking slot. Time yourself in a run-through and then add another 20% – it always takes longer in reality than in rehearsal.

Dull presentations

Our trainers aim to inspire. We tell lots of stories and we rehearse.

Take every opportunity to practise in front of an audience, your loved one, critical children etc. It’s all valuable.

And of course, if you need help with either a particular presentation, or improving your personal style, the Media Coach team would be delighted to oblige. Just give us a call to discuss on +44 (0)20 7099 2212.

First two pictures used under cc licence from Pixaby
Third picture owned by The Media Coach