Mr. Media Training

With the midterm elections over, I fretted it would be tough to find five good video media disasters this month.

Ye of little faith, you say. I know, I know. I’ll never doubt the ability of spokespersons to create wonderfully well-timed gaffes again.

Here they are, cultivated with love and a small dose of derision, November’s five worst video media disasters: 

#5: Kanye West, Delusional Self-Growth Advocate

Let’s say you want to make a television appearance to announce you’ve made mistakes but have grown as a person. My expert media training advice would be to avoid scolding the anchor, asking the crew to be quiet, and stopping the interview to declare it “ridiculous.”

Visit msnbc.com for breaking news, world news, and news about the economy

Click here to see my full analysis of this incident, “Kanye West Doesn’t Care About Media People.”

#4: Tony Hayward, Delusional Former BP CEO

BP’s Board probably wants to pump mud into former CEO Tony Hayward’s mouth – or at least cap it with a containment dome.

Hayward’s international self-pity tour continued this month with a declaration that, “We were not prepared to deal with the intensity of the media scrutiny.” After all, why would one of the world’s largest oil companies be expected to create a comprehensive crisis communications plan? It didn’t help that Hayward told The Guardian he would have performed better in the crisis if he had an acting degree instead of a geology degree. 

#3: Rob Ford, Toronto’s Delusional New Mayor

As a media trainer, I never thought I needed to tell public figures they shouldn’t yell at children while giving a nationally broadcast radio interview.

My bad. I’m on it. 

Click here to read my complete analysis of this incident, “Toronto’s New Mayor Needs Media Training.”

#2: Mark Talbert, Cornell University Professor and Leading Anti-Yawn Advocate

You’re giving a speech to 220 students when someone in your classroom yawns rather loudly.

Do you ignore it? Make a joke about it? Appeal for courtesy?

If you’re Mark Talbert, senior lecturer at Cornell University’s School of Hotel Management, you try a fourth option: Disrupt the class, lose control, and search for the offending yawner.

Click here to see my full analysis of this incident, “Cornell Professor Screams at Serial Yawner.”

#1: Stephen Duckett, CEO, Alberta Health Services

You run the local health care system. Millions of residents are concerned about the lack of available beds in local hospitals. What should you say?

In one of the most sublimely surreal media clips I’ve ever seen, Dr. Duckett takes the old “baked goods” approach.

Click here to see my full analysis of this incident, “I’m Eating a Cookie: An Instant Media Classic”

Related: October’s 5 Worst Video Media Disasters

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A health care crisis is brewing in Canada.

Alberta’s hospitals have run out of beds, and the public is upset about long emergency room wait times. One newspaper reported that, “…neither Edmonton nor Calgary had any available neonatal intensive care beds for babies.” The same report said that Edmonton was down to its last bed one day last week.

So if you’re Dr. Stephen Duckett, the CEO of the Alberta government agency responsible for the health of more than 3.5 million Canadians, you probably want to express your unwavering commitment to improving the health care system for all Albertans.

Or you can prioritize a baked good.

This must-see clip is one of the most sublimely surreal media interactions I’ve ever seen:

In just two minutes, Dr. Duckett told reporters he was eating a cookie five times. The video went viral almost immediately and turned the agency into an international laughingstock.

The media want one thing in an ambush: good video. To win in an ambush setting, deny the cameras great video by delivering a calm, clear message aligned with the concerns of the public. Instead of focusing on his cookie, Dr. Duckett could have:

• 1. Stopped and Commented: Dr. Duckett could have merely said something generic such as, “The health of Albertans is my greatest priority, and none of us will rest until our health services are up to the standards Albertans expect.”
• 2. Stopped and Deflected: Dr. Duckett could have stopped and directed reporters to the upcoming press conference by saying, “These issues are important, and I’d rather not discuss them on the street. I look forward to answering your questions in 30 minutes at the press conference.”
• 3. Walked and Deflected: Instead of stopping and deflecting, Dr. Duckett could have deflected while continuing to walk to the other building.

As a result of this video, Dr. Duckett was fired on Wednesday. But he should be proud. After all, it’s only a matter of time before, “I’m eating a cookie” becomes a popular international catch phrase.

Related: November’s 5 Worst Video Disasters

I once heard Sting say that the songs he labored over for months never became popular, but the ones he wrote in minutes became his biggest hits (explains the popularity of Brand New Day, I suppose).

That occurred to me because some of the stories I’m most proud of are among the least read. So on this long Thanksgiving weekend, I wanted to give four of my favorite stories a new lease on life. 

Enjoy the holiday, and see you back here Monday morning!

Photo Credit: Elevated

1. When Reporters Put Words In Your Mouth

When an ABC News reporter agreed to do a half-hour broadcast on an environmental group, he had a radical plan in mind. Click here to see how his attempt at paraphrasing almost offended a Queen, a CEO, and a movie star. 

2. What Do You Do?

Over the past decade, I’ve trained thousands of spokespersons. My first question is almost always the same: Can you tell me about your organization/company? Ninety-nine times out of 100, the spokesperson blows the answer. Click here to learn the right way to answer the question.

3. Verbal White Space: The Importance of Pausing In Public Speaking

Verbal white space – or a short pause – allows the audience to process your ideas on their terms, meaning you’ve effectively transferred information from speaker to audience. Click here to read more.

4. Toronto’s New Mayor Needs Media Training

Just for fun, here’s a good lesson why scheduling a media interview from a football field is never a good idea. Click here to read more.

Like This Blog? Here are four ways to keep in touch:

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4. RSS Feed: Get our feed on the upper right of the blog

On this Thanksgiving Day, I offer one of my favorite clips of the past several years.

Shortly after returning to Alaska following her defeat in the 2008 general election, Sarah Palin visited a local turkey farm to pardon a turkey.

But she was totally oblivious to the bloody turkey slaughter occurring over her shoulder. 

I suggest you watch the entire clip – the final sentence sells it.

Ms. Palin isn’t alone in failing to check her background.

Just last month, MSNBC head Phil Griffin launched his network’s new brand – with CNN playing in the background.

And the head of Ms. Palin’s ticket, John McCain, was widely panned in 2008 for using a lime green background that made him look sallow. It’s a superficial criticism, to be sure – but it detracted from his message during an important speech.

It’s hard to know whether the camera operator who set up this interview did so on purpose. But it’s the job of a spokesperson – or a spokesperson’s staffers – to ensure that the background doesn’t detract from the message.

This is the 14th article in a weekly series looking at possible 2012 presidential contenders. Click here to learn more about the series.

Sen. Jim DeMint (R-SC) is a tea party darling whose conservative bona fides have made him a rising star in the Republican Party.

He recently claimed he’s not running for president in 2012, telling Fox News, “Right now, I’m totally out.” But savvy political observers know political language when they see it, and the words, “right now” are typical weasel words intended to keep the door open.

Sen. DeMint has many of the seven traits all eight winning presidential candidates have had since the beginning of the 24/7 media age in 1980. First, his message about fiscal responsibility is strong, and is well-aligned with constituent concerns. He effectively repeated his message numerous times:

“I think everyone who campaigned – and won – as Republicans this time understands that we’ve gotta do what we promised. And that means less spending, less borrowing, less debt.”

DeMint appears comfortable in his own skin, reacting without a hint of defensiveness when asked about his colleagues’ criticism that his activities cost Republicans a chance at the majority.

He expressed a clear vision, saying his party can, “…turn our country away from economic disaster.” He even smiled at moments and expressed some personal warmth – important, since voters have elected the sunnier candidate in every election since 1980.

I’ll review Sen. DeMint’s communications flaws and give him a grade below.

 
Sen. DeMint doesn’t stand out as particularly charismatic, a problem for him since the more charismatic candidate has won every election since 1980.

Nor does he come across as particularly optimistic. Independent voters are attracted to the language of “Morning in America,” “Hope,” and “Bridge to the 21st Century,” and Mr. DeMint would be wise to frame his concerns in the context of what Americans can accomplish when working together.

Finally, his opposition to abortion – even in cases of rape and incest – is not likely to attract many independent voters.

Although Sen. DeMint would have a shot at defeating President Obama in 2012, he’d have to significantly improve his communications style to become a serious contender.

GRADE: C+

To see the other candidates I’ve reviewed so far, click on their names: John Thune, Mitt Romney, Haley Barbour, Newt Gingrich, Jeb Bush, Tim Pawlenty, Mitch Daniels, Bobby Jindal, Ron Paul, Rick Santorum, Chris Christie, Gary Johnson, Donald Trump, Mike Pence, Mike Huckabee, Sarah Palin, Barack Obama

Many years ago, I led the media shop at Conservation International (CI), one of the world’s largest environmental nonprofits.

We landed a big media hit when ABC’s Nightline agreed to do a half-hour broadcast on CI’s plan to protect vulnerable species. ABC sent reporter Robert Krulwich – a journalist with a rather unique style – to interview CI’s president, Russ Mittermeier.

At the time, CI’s diverse Board of Directors included everyone from actor Harrison Ford and Intel co-founder Gordon Moore to Jordan’s Queen Noor and a Mexican concrete company executive.  

Reporter Robert Krulwich

Mr. Krulwich clearly had a plan in mind – he thought the Board was “radical,” and he wanted Mr. Mittermeier to say so. As Krulwich pressed on with his questioning, I got increasingly nervous that he’d get what he wanted. It’s been several years, but the exchange went something like this:  

Krulwich: “Your Board is somewhat radical, yes?”  

Mittermeier: “I wouldn’t say that. I’d say they’re passionate, engaged, and forward-thinking.”  

Krulwich: “But if you define radical as passionate, engaged, and forward-thinking, they’re pretty radical, right?”  

Mittermeier: “I wouldn’t use that word.”  

Mr. Krulwich’s paraphrasing was a clever attempt to put words in Mittermeier’s mouth, and I suspect the majority of spokespersons would have fallen for it. But Mittermeier was a seasoned spokesperson and refused to let Krulwich get the quote he wanted. Better yet, Mittermeier didn’t even utter the word “radical,” which would have given Krulwich a potential sound bite.  

CI President Russ Mittermeier

Why did it matter? Because a headline reading, “Radical Environmental Group” wouldn’t have helped promote CI’s brand, which was that of a pragmatic environmental group open to partnering with industry. It would have reinforced every stereotype about environmentalism – and in CI’s case, it wouldn’t have been accurate.  

If a reporter paraphrases your words, don’t accept the paraphrase unless it’s completely accurate. If it’s not, correct the statement in your own words – without using any of the reporter’s loaded language.

Click here to see our first article in this series, The Three Questions Reporters Always Ask.

My first article in this series looked at three questions reporters always ask: those you don’t know the answer to, ones that call for speculation, and queries that demand your personal opinion. Today, I add three more to the list.

1. Yes or No Questions

“This is a simple yes or no – aren’t your financial forecasts occasionally wrong?”

During our media training sessions, I almost always trap a trainee with a “yes or no” question. Here’s why they’re so insidious: They almost always have an obvious answer, and everyone watching the interview knows it. But if you answer with a direct “yes or no,” the resulting quote will be awful. 

Let’s say you answer the question by saying, “Yes, sometimes our forecasts are wrong, but they’re right a lot more often than they’re wrong.” The resulting news story will almost certainly read, “When asked whether his company’s forecasts were often wrong, company spokesman Bob Smith said ‘yes.’”

You don’t have to answer on their terms. Instead, say something like, “You know, it’s not so simple. The question isn’t whether or not forecasts are perfect, but whether ours is the most reliable in the marketplace. And the answer, according to three independent studies, is that ours is the most accurate forecast available today.”

2. Third Party Questions

“Your competitor recently released a similar product. I’ve heard some people in your company bash their product. Why do you think their product isn’t as good as yours?”

Little helps a news organization sell papers or attract viewers more than conflict.

Therefore, reporters will often ask you to comment on third parties, usually your competitors or opponents. Instead of taking the bait, answer the question by focusing on your own attributes.

For example, you might say, “Well, let me talk about our product. Ours is the only one in the marketplace that….”

Occasionally, you might want your quote to address your opponent’s flaws. But since that quote will inevitably be the one included in the story, make sure it’s consistent with your overall communications strategy.

3. The Repeated Question Repeated

Reporters are notorious for asking the same question with slightly different words several times.

If you’re asked the same questions repeatedly, remember these two things:

First, stick to your messages. You should alter the specific words of each response, but not the themes of your answers.

Second, watch your tone. You should be as calm the sixth time the reporter asks you a question as you were the first, since the reporter will inevitably use your least flattering response.

Remember: A reporter’s job is to get you off-message and off-tone. If the reporter succeeds, this is what can happen.

Related: 7 Things to Do When The Media Gets It Wrong

Related: 5 Ways to Avoid Being Misquoted By Reporters

You’re giving a speech to 220 students when someone in your classroom yawns rather loudly.

Do you ignore it?

Make a joke about it?

Appeal for courtesy?

If you’re Mark Talbert, senior lecturer at Cornell University’s School of Hotel Management, you try a fourth option: Disrupt the class, lose control, and search for the offending yawner:

Losing control as a public speaker accomplishes only two things: It diminishes your reputation and unites the entire audience against you.

What should Mr. Talbert have done? Here are three ways to handle disruptions during a speech:

1. Ignore It: The yawn was obnoxious, and probably distracted a student or two for a few moments. But Talbert’s reaction created a much bigger distraction, almost certainly preventing students from absorbing the material he presented after the outburst. 

2. Handle It With Humor: If the audience truly was distracted by the yawn, the professor could have quickly regained his audience’s focus with a quick display of good-natured humor, something like, “Wow, does anyone have a can of Red Bull for that guy? Okay, moving on.”

3. Ask for the Audience’s Help: Instead of losing control and uniting the class against him, Professor Talbert could have enhanced his reputation by soliciting the audience’s help. He could have waited until the end of class and said something like this:

“I’ve noticed that someone has yawned loudly during class over the past several weeks. It’s extremely distracting for me as a lecturer, and it’s not considerate of the rest of the class. Please don’t come to class next week if you can’t control your yawning. If you do come back to class and yawn again, I’d like to ask the rest of you to help me identify the person. You can do that anonymously, and it would help the entire class prevent unnecessary distractions. Thank you, and have a good afternoon.”

Instead, more than 310,000 people have already viewed this video. Worse for Mr. Talbert, it comes up as one of the top links on Google under “Mark Talbert Cornell.” That means his two-minute tantrum will be one of the first things future employers, partners, colleagues, and students see when they search for him. 

You may be wondering why I chose to include a university lecturer on a media and presentation training blog that usually looks at public figures. Here’s why: In the age of social media, everyone is a potential public figure, and virtually anyone is a potential reporter. You’d be wise to behave in public as if you’re always being recorded.