Should You Use A Reporter’s Name During An Interview?

Written by Brad Phillips @MrMediaTraining on July 28, 2014 – 4:02 am

I recently received this email from the communications director for a major league sports team:

“What is your opinion on a speaker (in our case it’s usually the head coach after games) addressing questions by naming each reporter before the answer or finding a spot within the answer to name the questioner? I hear writers talk about it, how it shows the speaker cares about the media or is making an effort to connect with them more than just spewing a quick answer. Do you think a speaker receives better coverage when naming the reporter in his answer than just to answer the question? I’m torn on it because:

1. My head coach will have to learn each reporter’s name (meaning the non-beat writers), and the reporters who cover us change quite often.

2. It distracts from the answer sometimes. Fans might think, “As a viewer, do I really care that Joe from the local newspaper asked the question? I’m a fan of the team, he should address me too.”

 

I’ve always been conflicted about this topic for the reasons the emailer stated. In The Media Training Bible, I wrote that:

“Many media trainers teach their trainees to call reporters by their names, arguing that doing so helps forge a warm connection with the interviewer. Perhaps that’s true. But it comes at too high of a price. When you call reporters by name, it makes it clear to the audience that you’re speaking to the reporter, not with them.”

Although I believe that advice is generally sound, does it always apply?

It definitely applies to taped sound bite interviews, in which the person conducting the interview may be a behind-the-scenes producer. If you say that person’s name during the interview, the news station will probably be forced to edit it out—or drop that quote altogether.

But does it apply to a live press conference?

Press Conference Microphones

On one hand, naming reporters might help make the reporter feel valued. Reporters may even want to edit their name into the piece to show that they’re the one who asked the question (and let’s face it—hearing their name may also satisfy their ego).

But on the other hand, if the head coach doesn’t know a few people, it will become abundantly clear to everyone watching that they don’t know the reporter. In addition, reporters from competitive outlets may not want to use otherwise great quotes that name their competitors. Plus, as the emailer suggested, it may interfere with the connection the coach should be making with the viewers and fans outside of the room.

Should This Head Coach Call Reporters By Name?

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The emailer and I would both like to learn from you on this one. Please select an option from the poll above—and leave your more complete thoughts in the comments section below.  

 



Seven Great Media Sound Bites

Written by Brad Phillips @MrMediaTraining on July 24, 2014 – 6:02 am

If you want to virtually guarantee that reporters will use the quote you want them to, you need to master the art of the media sound bite.

Reporters love sound bites because they make for lively copy. The public enjoys them because they’re memorable. And you’ll benefit from them because they can serve as a perfect delivery vehicle for your messages.

I always try to look out for particularly clever and well-phrased media sound bites. In this post, you’ll find seven of my recent favorites.

Related: 10 Ways To Create Memorable Media Sound Bites

Cameras at Press Conference

 

1. This sound bite has a clear political point of view—but ignore the politics and look at the structure. If you’re on the other side of the aisle, you can simply replace the name “Sarah Palin” with a different name. I was unable to find the source of this sound bite.

“Getting a history lesson from Sarah Palin is like getting your teeth cleaned by a proctologist.”

 

2. During the 2012 election season, former Arkansas Governor Mike Huckabee was briefly discussed as a possible running mate for Mitt Romney. Huckabee dismissed the buzz with this clever sound bite:

“I think there’s a greater likelihood that I’ll be asked by Madonna to go on tour as her bass player.”

 

3. While promoting her book about women in the workplace, Sheryl Sandberg, the chief operating officer of Facebook, offered this memorable quip:

“Men still run the world. And I’m not sure that’s going that well.”

 

Sheryl Sandberg

 

4. Knocking her opponent for what she maintained was his lack of political action, Kentucky’s Alison Lundergan Grimes said this:

“If the doctors told Sen. [Mitch] McConnell he had a kidney stone, he wouldn’t pass it.”

 

5. Congressman Hal Rodgers (R-KY), speaking about the challenge his party’s Speaker of the House faces in running his caucus, quipped:  

“It’s a little bit like being the head caretaker of the cemetery. There are a lot of people under you, but nobody listens.”

 

6. Congresswoman Shelley Berkley (D-NV), who was accused of a conflict of interest for supporting medical procedures that helped her physician-husband, used this analogy: 

“I won’t stop fighting to give Nevadans access to affordable health care just because my husband is a doctor, just like I won’t stop standing up for veterans just because my father served in World War II.”

 

7. Finally, here’s a sound bite that any parent will appreciate:

“Cleaning a house with a toddler is like brushing your teeth while eating Oreos.”

 

For more tips on how to develop your own media sound bites, check out my video below. 

 

Like the blog? Read the book! The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview is available in paperback, for Kindle, and iPad.



Say This 10 Times: “I Am Not A Wikipedia Page!”

Written by Brad Phillips @MrMediaTraining on July 22, 2014 – 9:00 pm

“Our company was founded in 1922.”

Whenever I hear a speaker say something like that, I think, Who cares? That piece of information, presented without context, could lead the audience to have one of two reactions:

1. “Wow, they’ve been doing this a long time. They must know what they’re doing.”

2. “Wow, they’re old. I wonder if they’re a traditional company that’s too slow to embrace change.”

I often tell speakers to stop being their company’s Wikipedia page by merely listing factual information. Their job during a presentation isn’t to list facts, but to create a useful context into which those facts fit. 

 

Wikipedia

In the above example, the speaker should have said something closer to this:

“Our company was founded in 1922. Our industry has gone through three major transformations from then to now—and the only reason we’ve been able to continue our growth is because we have the experience to identify and embrace tomorrow’s trends before everyone else.”

Here’s another example. Don’t simply state that you have 18 offices around the world. Instead, infuse that fact with meaning, and say:

“We’re a global events planning company. We can help you plan top-notch events in New York and Los Angeles, but also in Mexico City, Berlin, Mumbai, Johannesburg, and 12 other major international cities. And if you want to plan an event in a city outside of those 18 locations, our closest regional office can successfully plan it for you from there, as we did in 145 cities last year alone.”

As you practice for your next presentation, pay close attention to the moments when you’re verging on becoming a context-free, facts-only presenter. Then, repeat this mantra: “I am not a Wikipedia page!” and add meaning to those facts.

Want more free public speaking tips? Check out our 25 Most Essential Public Speaking Tips.

 



The Most Popular TED Talk Of All Time

Written by Brad Phillips @MrMediaTraining on July 21, 2014 – 12:02 am

Sir Ken Robinson—an English education expert—delivered the most popular TED Talk ever in 2006.

In the eight years since, his talk called “How Schools Kill Creativity” has accumulated more than 27 million views. That’s about the same number of people who watched last year’s Grammy Awards, meaning that Ken Robinson—a relative unknown who stood on a stage in front of a few hundred people—has attracted the same number of views as performances by Justin Timberlake, Rihanna, Elton John, Sting, and Jay-Z. Not bad for a speech about education.

Whether or not Mr. Robinson’s speech is the best TED Talk of all time is subjective—but however you answer that question, it’s clear that he delivered a terrific talk.

This post identifies five reasons Robinson’s speech succeeded—and what you can learn from it.

1. His Theme Was Unambiguous

Mr. Robinson delivered his thesis statement early in his talk by saying, “My contention is that creativity now is as important in education as literacy, and we should treat it with the same status.” Everything that followed supported that theme—his stories, statistics, quotes, and other personal observations.

2. He Supported His Theme With Compelling Stories

Robinson is a master storyteller. His story about Gillian Lynn, who choreographed Cats and The Phantom of the Opera, is likely to stick with me for a long time. As a child, Robinson explained, Lynn was sent to a childhood specialist to diagnose her inability to sit still. The brilliant doctor turned on the radio, observed the young Ms. Lynn, and left the room to offer her mother his diagnosis: “Gillian isn’t sick. She’s a dancer.” His story roused my emotions, both anger (for the children who are misdiagnosed) and hope (that misunderstood children will be understood more completely).

3. He Concluded His Talk With Context

During the body of his talk, Robinson effectively made the case for creativity in education. He could have ended his talk successfully by simply reiterating that point, perhaps through an illustrative anecdote (the Gillian Lynn story could have served as a memorable close). Instead, he set his aims even higher, tying his talk into every other TED Talk that the live audience had seen or was about to see: “What TED celebrates is the gift of the human imagination. We have to be careful now that we use this gift wisely and that we avert some of the scenarios we’ve talked about.” 

Ken Robinson TED

4. His Tone Was Conversational

Public speaking coaches always advise their trainees to appear “conversational.” Robinson demonstrated perfectly what a conversational and relaxed tone looks like. I’ve written before about mirror neurons, which can allow speakers who exhibit a certain tone to create that same tone and feeling within their audiences. It’s easy to imagine oneself being put at ease immediately through Robinson’s easy demeanor.

5. He Used Humor As a Vehicle

Robinson is funny. At first, I wondered whether his humor—which occasionally veered slightly off message—bordered on overkill. But as I continued reflecting on his speech, I realized why it worked so well. A talk about a topic like education can easily become strident. Robinson used humor as a vehicle to open up the audience, create a personal bond, and convey his message without making anyone feel defensive. He has the ease of an experienced stand-up comedian—which most speakers do not—and he used that gift to sell his vision to an increasingly receptive audience.

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It’s Time For My Annual Summer Break

Written by Brad Phillips @MrMediaTraining on July 7, 2014 – 6:02 am

Dear Readers,

It’s time to get away from the computer, spend some focused and restorative time with my family, and take a couple of weeks off for my annual summer break.

I’ll be back on Monday, July 21. Until then, I wish you a wonderful couple of weeks ahead.

Man in Canoe

Thanks for reading, and see you soon!

- Brad



How Much Energy Is Appropriate For Media Interviews?

Written by Brad Phillips @MrMediaTraining on July 3, 2014 – 12:05 am

After concluding on-camera practice interviews with our clients, I often ask them to rate how much energy they thought they had, on a scale of 1 to 10. “Oh, around an eight or nine,” the trainees usually guess. “That was probably a bit over-the-top, right?”

I then ask the other people in the room to rate their colleagues’ energy during the interview. They usually rate it a 4 or 5. The trainee is always shocked.

It turns out we’re not great judges of the amount of energy we convey during media interviews. What feels right to clients in the training room often looks flat on television—which makes sense when you consider that television tends to make people appear more muted than they do in person.

You’ve seen that dynamic play out if you’ve ever sat down in front of your television, watched an entire interview, and completely zoned out—realizing later that you can’t remember a single thing the spokesperson said. It happens all the time, and it’s usually the result of a “blah” spokesperson who doesn’t reach out of the television and grab you.

 

Apple Founder Steve Jobs was known for his energetic delivery.

Apple Founder Steve Jobs was known for his energetic delivery.

 

A media interview delivered without energy is like a steak cooked over low heat: dull, uninspiring, and lacking “sizzle.” Great spokespersons know they need to inject passion and energy into their delivery to fully reach their audience.

Some of our clients get nervous about displaying too much energy or passion during their interviews. They protest that they’re mild mannered or soft-spoken in everyday life and that speaking loudly wouldn’t feel authentic to them. That’s fine. Passionate need not be loud.

But what may feel like yelling to you usually doesn’t come across as yelling to the rest of us. In fact, when I ask trainees to “go bigger” by speaking in a comically loud voice, they’re almost always surprised to find that it goes over great on TV.

Therefore, focus on being the most energetic and passionate version of you. Think about when you’re sitting in your living room with an old friend, reliving memories of your schooldays. You’re probably a bit louder than usual, a little more demonstrative, and a lot more interesting.

In order to bring that more enthusiastic version of yourself out, try speaking 10—15 percent louder. Many people fear that will make them come across with too much volume. And sure, we need to dial back the occasional trainee who goes too far. But that’s rare. The vast majority of the time, spokespersons can hit the gas and be even more energetic.

So don’t hold back. If you care about your topic, make sure the audience can tell just by looking at you.

This is an excerpt from The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview, now available in paperback, for Kindle, and iPad.

 

 



Book Review: “Sweating Bullets” By Dale Dixon

Written by Brad Phillips @MrMediaTraining on July 1, 2014 – 10:20 pm

I’ll admit that I was a bit skeptical when I received a review copy of Sweating Bullets: A Story About Overcoming the Fear of Public Speaking in the mail.

The book, by Dale Dixon, was attempting to do something I’ve never seen done in a book about public speaking before: offer advice in story form through two fictionalized main characters.

This book could have easily become a cheesy and failed attempt to marry the typical non-fiction public speaking book with the pace of a John Grisham novel. Writing such a book has a high level of difficulty—but to my great delight, Dixon stuck the landing with ease. He deserves enormous credit not only for writing a book that anyone who suffers from public speaking anxiety should read, but for inventing an effective new form that—at least to my knowledge—hasn’t been tried before.

SweatingBulletsCover

The book begins when Mack, a seasoned Chief Operating Officer in the tech industry, speaks at a local Chamber of Commerce meeting. He freezes when he looks at the hundreds of faces before him, stammers through his remarks, and slinks back to his seat as quickly as possible.

A much younger executive named Chloe, who runs another local tech firm, follows him to the stage and delivers a terrific speech. She appears comfortable in her own skin, connects with the audience, and receives significantly more applause than Mack.

At the urging of his wife, Mack decides to reach out to Chloe to ask for help in preparing and delivering more effective presentations. The rest of the book takes us inside Chloe’s private tutoring sessions with Mack, and covers everything from public speaking fear, impromptu speaking, and creating memorable word pictures.

Dale Dixon PhotoMr. Dixon cleverly weaves his lessons throughout the dialogue articulated by the main characters. None of the dialogue feels forced; in fact, much of it sounds like the conversations I regularly have with our clients. He clearly has experience in the field and has learned many of the same lessons I’ve picked up along the way.

At the end of each chapter, Dixon includes a page or two of “Bullet Points” that summarize the key lessons from the preceding pages.

At only 152 pages, Sweating Bullets is a brisk read packed with useful information. If you’ve ever suffered from the fear of public speaking, this book would be a solid place to start.  

Sweating Bullets is available on Amazon in softcover here and for the Kindle here.

 

 



June 2014: The Worst Video Media Disaster

Written by Brad Phillips @MrMediaTraining on June 30, 2014 – 12:02 am

John Legere, the CEO of T-Mobile, is known for being rather provocative.

He has a lot of fans who appreciate his “un-CEO” style which, as described by Business Insider, consists of a “trademark uniform of a black jacket over a pink T-Mobile shirt, jeans, and pink Converse All Star sneakers.” It also consists of a lot of swear words.

Many analysts have praised his effectiveness during his almost two-year tenure as CEO, with Business Insider writing that T-Mobile has enjoyed a “remarkable turnaround,” and is “growing faster than its competitors in terms of revenue and subscribers.” According to Wikipedia, J.D. Power and Associates “ranked the company highest among major wireless carriers for retail-store satisfaction four years consecutively and highest for wireless customer care two years consecutively.”

To get a sense of Legere’s unconventional style, check out this video from a company event earlier this month:

In just that one presentation, Legere used the following salty language:

  • “They’re out of their goddamn mind.”
  • “That is a complete crock of bullshit.”
  • “They’re greedy bastards.”
  • “We are absolutely kicking their ass.”
  • “A cacophony of the biggest bullshit in history.”
  • “What the fuck do I care?”
  • “The fuckers hate you.”
  • “I don’t give a crap.”
  • “Every goddamn note you listen to.”
  • “I don’t give a shit.”

John Legere

I understand what Legere is trying to do. He wants to appear “authentic” and stand in marked contrast to the CEOs of his competitors, who he feels are treating customers badly. Personally, I don’t love the CEO of a public company talking like a drunk at the local bar. Regardless, his curse words aren’t the reason he made this list. Rather, it was his highly publicized comment about his main competitors, AT&T and Verizon, that earned him widespread condemnation:

“These high and mighty duopolists that are raping you for every penny you have.”

One commenter in an earlier PR Daily piece pointed out that the word “rape” is a metaphor in this case, writing, “I have never been literally ‘killed’ but that’s a common term for how one team defeats another….that’s why they are called metaphors.” But Mr. Legere’s job isn’t to push the boundaries of accepted speech. He’s the CEO of a company whose job is to avoid unnecessarily offending large swaths of his potential customer base by using words that are particularly salient in our culture. 

In an open letter published on the website MomsRising, five of Mr. Legere’s female employees blasted his use of language:

“Trivializing the brutality of sexual assault is not an edgy corporate communications strategy. For many women, this is not funny. It’s traumatizing.

Being courteous to our customers is one of our highest priorities as customer service representatives. But what would happen if we ever swore on the phone? What would happen if we used the same rape metaphor in a conversation with a customer? That would certainly be our last day on the job. It’s not even a question. T-Mobile would escort us to the door — and rightfully so.

We don’t really think he’s sorry, despite his short apology on Twitter, about what he said. And that’s even more upsetting. It’s hard enough as it is to be women working the male-dominated world of tech. Our CEO’s language is just another reminder of how we don’t belong in the “boys club.”

We understand that Mr. Legere’s comments were all part of some flashy marketing scheme to get press and to appeal to young people. But is this the kind of message we want to send?”

Legere apologized for his use of the word. Nonetheless, that one word commandeered the headlines for the entire event, overshadowing any of the underlying points he had hoped to make.

John Legere Tweet

Brendan Greeley of Bloomberg Businessweek summarized Legere’s shtick quite well:

“Every time he makes a public appearance, he needs to be just offensive enough to get our attention. That means he has to be slightly more offensive than the last time he got our attention. This is a machine with a ratchet, and it has now produced the deeply unfunny word ‘rape.’ Perhaps no word is sacred, but that’s a defense for an act of art—not a corporate communications strategy. John Legere sells phone plans for a living. He’s not Sarah Silverman or Lenny Bruce.”

What do you think? Please leave your thoughts in the comments section below.

 

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  • About Mr. Media Training

    The Mr. Media Training Blog offers daily tips to help readers become better media spokespersons and public speakers. It also examines how well (or poorly) public figures are communicating through the media.

    Brad Phillips is the Founder and Managing Editor of the Mr. Media Training Blog. He is the president of Phillips Media Relations, a media and presentation training firm with offices in NYC and DC.

    Brad Phillips

    Before founding Phillips Media Relations in 2004, Brad worked as a journalist with ABC's Nightline with Ted Koppel and CNN's Reliable Sources and The Capital Gang.

    Brad tweets at @MrMediaTraining.

    Christina Mozaffari is the Senior Writer for the Mr. Media Training Blog. She is the Washington, D.C. vice president for Phillips Media Relations.

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    Before joining Phillips Media Relations in 2011, Christina worked as a journalist with NBC News, where she produced stories for MSNBC's Hardball with Chris Matthews, NBC Nightly News, and The Today Show.

    Christina tweets at @PMRChristina.

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