Mr. Media Training

This month’s five worst video media disasters come from a troubled actor, a genocidal dictator, a politician who can’t screen his phone calls, a snarky journalist, and a (now) former dictator.

Without further ado, here they are: The five worst video media disasters of February 2011:

Number 5: Charlie Sheen’s Alex Jones Show Interview

There’s little funny about addiction, and Charlie Sheen’s dangerous spiral is sad to watch. His out-of-touch radio interview with sycophantic radio host Alex Jones led to the cancellation of his top-rated sitcom, Two and a Half Men, for the rest of the season. 

During the interview, Sheen makes vaguely anti-Semitic comments about “Men”” creator Chuck Lorre, calls Alcoholics Anonymous a “bootleg cult,” and labels Thomas Jefferson a “pussy.” He tops off his tirade by threatening to “murder” those who attack his family. Here’s an excerpt:

Number Four: Hosni Mubarak’s Unintended Use of Irony

What signs can a dictator use to gauge whether his country has fallen into chaos? An unhappy populace? Massive protests? International pressure?

Okay, fine. Those signs may not be enough. But can we all agree that whip-carrying thugs beating citizens from camels on the streets of Cairo has, indeed, entered the realm of the chaotic?

Not so for (former) Egyptian President Hosni Mubarak. It was an almost surreal moment when he told ABC News, “If I resign now, there will be chaos.” Weeks after his departure, Egypt remains calmer than it was during the final days of his regime.

Number Three: Journalist Nir Rosen’s “Joke” About Sexual Assault

Journalist Nir Rosen, a fellow at NYU’s Center For Law and Security, stepped down under pressure earlier this month after sending a series of offensive Tweets. Shortly after CBS announced  that correspondent Lara Logan had suffered a “brutal and sustained sexual assault,” Mr. Rosen wrote the following on Twitter:

“Lara Logan had to outdo Anderson [Cooper]. Yes yes its wrong what happened to her. Of course. I don’t support that. But, it would have been funny if it happened to Anderson too…jesus christ, at a moment when she is going to become a martyr and glorified we should at least remember her role as a major war monger…look, she was probably groped like thousands of other women”

Instead of shutting up, Mr. Rosen tried to defend himself by appearing on CNN’s Anderson Cooper 360. It didn’t go well.

Click here to see my full analysis of this incident, “A Disturbing New Trend In Crisis PR Apologies”

Number Two: Wisconsin Governor Gets Punked

During the massive pro-union protests in Wisconsin this month, union-busting Gov. Scott Walker got prank called by a “journalist” pretending to be anti-union billionaire donor David Koch.

Gov. Walker sounded reasonable enough during the call. But the fact that he stayed on the phone with a conservative donor for 20 minutes during a major crisis – especially one in which he wasn’t taking calls from Democrats – looked bad. Perhaps the biggest failure is that his staff allowed the call to get through to the Governor at all. 

Mr. Walker’s position ultimately prevailed, but this incident earned unnecessarily embarrassing headlines due to his – and his staff’s – clueless failure.

Number One: Libya’s Muammar Gaddafi Gives Defiant Speech

Standing in front of a bombed out shell of a building, Libya’s Muammar Gaddafi gave a deluded speech in which he angrily read from a soft-covered book, wagged his finger, and blamed his nation’s violence on the young, saying, “They are a group that are sick, taking hallucinatory drugs…They were given drugs…We won’t lose victory from these greasy rats and cats.”

You probably won’t understand what he’s saying, but it doesn’t matter. Crazy speaks its own, universal language.

Avoid making media mistakes! Click here to see see the 21 Most Essential Media Training Links.

Like our blog? Here are four ways to keep in touch:
1. Facebook: Click the “Like Us” button on the top right of the blog
2. Twitter: Click the “Follow Us” button on the top right of the blog
3. E-Mail: Enter your e-mail address on the top right of the blog for monthly media training tips
4. RSS: Click the “Subscribe” button to receive our updates in your feed

Earlier this week, I stumbled upon an article called “Media” Training – it’s about the message. Dan Ward, the author of the piece who serves as a vice president of Florida’s Curley & Pynn PR firm, made some statements that deserve to be questioned. 

Here’s a portion of Ward’s original article: 

“Heard today from yet another person who sat through a “media training” session that focused more on what to wear and how to stand than on what to say. 

This isn’t a sales pitch (though if you need training, feel free to give me a call), but there’s a reason why our firm offers “message training” instead of media training. 

If you don’t already know better than to wear your Marvin the Martian tie and slouch during a TV interview, chances are you shouldn’t be the one on camera.  Most of the people we train do know better, so rather than spend time worrying about number of smiles per minute of air time, we talk about message.” 

So, is Mr. Ward right? Should a spokesperson’s message take precedence over the delivery of the message? 

In a word, no. Mr. Ward has drawn the same flawed conclusion of those he criticized – but instead of choosing delivery over message, he’s chosen message over delivery. Both elements are crucial, and spokespersons shouldn’t have to choose one over the other. 

Yes, message training is important, which is why many of our training sessions focus at least half the training time on getting the words right. But even the most thoughtful messages will be undermined by spokespersons who don’t deliver them effectively. Just ask Michele Bachmann. Or Bobby Jindal. Or Howard Dean. 

At least we agree that you should never wear this tie during a media interview.

In a subsequent post on their blog, firm president Roger Pynn clarified that delivery indeed matters, but still appeared to make the case that the message matters more than delivery. I’m concerned by that unbalanced approach to media training, which seems to relegate delivery elements to a supporting position.

We humans deliver an astounding amount of information through our vocal tone and body language. Some seminal studies suggest that in certain situations, the vast majority of what we communicate occurs without exchanging words. There’s little gain to delivering an ineffective message with conviction, just as there’s little advantage to delivering the perfect message with a lack of consistent eye contact, a passionless performance, or a stilted verbal delivery.

I’ve trained thousands of spokespersons and have yet to encounter the trainee who wears a ridiculous tie or the trainer who measures smiles-per-minute. Mr. Ward is right: most people know better. The delivery challenges we see day-to-day are typically more subtle – but often just as dangerous. Most trainees who aren’t quite camera-ready due to delivery flaws can become camera-ready rather quickly with an experienced eye to spot the mistakes and a precise but soft touch to help trainees correct them.

In my view, a balanced approach to media training requires that the message and delivery are both viewed as co-equal halves, not as one being subordinate to the other.

What do you think? Please leave your perspective in the comment section below.  

Related: The 21 Most Essential Media Training Links

Justin Bieber, the 16-year-old pop superstar, caused a controversy this week when he shared his political views on controversial topics in a Rolling Stone cover story.  

He’s young, and I can’t fault him for making a few mistakes under the crushing media spotlight (I do, however, question whether his management has invested enough in ongoing media training for their star client).

In the article, Bieber made at least four unforced errors:

1. He Answered Controversial Questions

When asked his opinion on divisive issues – including on abortion, rape, and health care – Bieber willingly answered the reporter. Among other things, he told the interviewer he believes abortion is wrong, even in cases of rape. (Note: his team suggests he was misquoted; Rolling Stone stands behind its story).

To be clear, stars have as much right to express a personal opinion as do the rest of us. But those opinions often come at a price to their careers, and the choice to answer those questions should be deliberate. If Bieber’s goal is to appeal to the widest-possible audience, he should stop answering those questions. If he’s willing to become a star of more limited appeal (Barbra Streisand likely attracts as many tea party members as Toby Keith does progressives), he’s on the right track.

2. He Used Sarcasm, Which Rarely Works In Print

Bieber, a Canadian, expressed a preference for his nation’s health care system. According to the article:

“’I’ll never be an American citizen,’ he says, and adds, half-jokingly, “‘You guys are evil. Canada’s the best country in the world.’”

Guess which part of his quote ended up on the cover? I can’t imagine Bieber really thinks Americans are evil, and I’m guessing that his tone of voice and facial expression made that clear. But the printed word does away with inflection, and words themselves are read more literally.

3. He Forgot Who His Audience Was

The Rolling Stone story says:

“Bieber is a heartfelt Christian, but he’s nervous talking about it, and makes sure that I’m a Christian too before he opens up.”

Bieber forgot that he shouldn’t have been having a conversation with the reporter, but rather should have been talking to the audience through her. The reporter’s religious sympathies shouldn’t have entered the equation. If he was comfortable sharing his views with everyone, fine. If he wasn’t, he shouldn’t have shared them with the reporter.

4. He Forgot His Background

The article’s author writes that Bieber:

“…starts fiddling with his two computers…he balances it on his knees, opening it up with the intent of typing something, but when he realizes that I’m seeing his wallpaper, a picture of him and Selena against an orangy sunset, he hurriedly shuts it.”

Everything a reporter sees is fair game for a story, so interviewees have to more carefully monitor their backgrounds to prevent unwanted facts from leaking out.

A Final Word: American Idol

Tonight, American Idol will cut its roster down to 24 contestants, all of whom will be thrust into the glare of the media spotlight for the first time.

It’s easy to disparage stars as overly-indulged (they often are), but the truth is usually more complicated. These new celebrities are too often unprepared to deal with the media attention that accompanies their sudden rise. They would be wise to remember the lessons in this article, and avoid commenting on controversial topics unless they directly relate to their goals.

You Might Also Enjoy: The 10 Worst Video Media Disasters of 2010

We’ve all been to that book reading – the one where the book’s author is so dull that you decide to return the book to the store shelf and buy something else instead.

I’ve been to many book readings through the years, and only a couple stand out as exceptional (Dave Eggers’ reading for “A Heartbreaking Work of Staggering Genius” was a rare gem).

The good news is that it’s not hard for authors to improve their readings. In this article, I’ll offer nine tips writers can implement immediately to inspire audience members to buy at least one copy at the store – and sell many more through word of mouth.

Dull Book Readings Are A Centuries-Old Problem

1. Test The Microphone and Logistics in Advance: This is an easy one, but too many authors approach the lectern for the first time when they’re about to begin their reading. Inevitably, they have to adjust the microphone, figure out where to place their water, and arrange their papers. Avoid that lousy first impression by arriving early, taking in your surroundings, and testing the microphone before the first person arrives.

2. Don’t Begin With Thank You: Book readings represent the culmination of a years-long writing and publishing process, and authors are understandably grateful to those who have helped them reach that moment. But authors who begin by thanking their publisher, editor, cover artist, publicity staff, and spouse risk putting their audiences to sleep.

Remember – a book reading is an opportunity to sell your book. If you begin your speech with a soporific or redundant opening, you’re less likely to achieve your goal. Begin with something that grabs the audience’s attention first – then go back, if necessary, and deliver your thank yous.

3. Don’t Read The Book to The Audience: Your audience can read your book themselves. Little is more monotonous than hearing someone else reading words aloud. Great authors elevate the text by using a compelling vocal delivery to emphasize key phrases, increasing the tempo to build suspense, and modulating their volume to match the content. Listen to a bestselling book on tape to get a sense of how the pros do it.

4. Match the Talk to Your Strengths: Are you a great extemporaneous storyteller? Why kill that part of your personality by merely reading from your book? Instead, consider reading a small excerpt of the book, then telling an extemporaneous story (you can alternate between the two throughout your talk).

5. Err on the Side of Too Little: How long should your talk be? Just long enough to sell your book, and not a moment longer. That’s a hard balance to strike, but my bias is to be on the slightly too short side (perhaps that’s because I’m 5’5″. But I digress.) It’s better to leave your audience wanting more than to wear them down – so keep the reading to about half an hour (experienced speakers can go a bit longer), plus 15-20 minutes for questions. Stick around afterwards to answer remaining questions from audience members who approach you.

6. Set Up the Questions and Answers: Before you begin taking questions, tell the audience how long you plan to answer questions. Twenty minutes might feel like an eternity if they have no clue how long you’re planning on going, but it’s fine if they can anticipate when the ending point will arrive. Keep your answers short – five-minute answers tend to bog down the question and answer portion of the talk.

7. Prepare for the Obvious Questions: A surprising number of writers fumble through their answers to basic questions. Think through the answers to the most obvious questions in advance, such as:

• “What does the title mean?”
• “What did you learn when writing the book?”
• “What was the biggest surprise along the way?”
• “What did the subject(s) of the book think of it?”
• “What are the subject(s) doing now?
• “Was the character inspired by a real person?”

8. Repeat Questions for the Audience: Since many book readings are recorded, this is important even in small groups when everybody can hear the question.

9. Don’t Limp to the Finish Line: Great books have a great closing, and so do great book readings. Instead of ending your talk the moment you finish answering your last question, provide a quick wrap-up. Your official closing doesn’t have to last long – 30- 60 seconds is fine – but even those few seconds allow you to leave the audience remembering exactly what you want them to.

If you’re stumped, try adding a very short anecdote at the end. Choose one that is emblematic of your book’s theme and that helps reinforce one of your book’s main takeaway points.

Related: Click here to see see the 21 Most Essential Media Training Links.

Like our blog? Here are four ways to keep in touch:
1. Facebook: Click the “Like Us” button on the top right of the blog
2. Twitter: Click the “Follow Us” button on the top right of the blog
3. E-Mail: Enter your e-mail address on the top right of the blog for monthly media training tips
4. RSS: Click the “Subscribe” button to receive our updates in your feed

A reminder that our small group media training workshop is just three weeks away!

We only host two or three of these special sessions each year, so I hope you will join us on Tuesday, March 15, 2011, for a one-day intensive media training workshop at our midtown Manhattan offices.

Participation is limited to the first 10 enrollees. The small group setting guarantees you will receive individualized coaching, on-camera practice and personalized feedback.

This session is perfect for spokespersons of companies, non-profit organizations, government agencies, book authors, and other experts who interact with the media.

Click here for more details.

I’ve sometimes wondered: If I had to, could I successfully prepare a new spokesperson for his or her first media interview in ten minutes or less?

While it’s true that few beginners can become brilliant media communicators in mere minutes, I am convinced they can jump a couple of spots on a ten-scale. For example, someone who might rank as a “four” on a ten-scale can leap to a “six” with just a few minutes of advanced preparation. 

In this article, I’ll share with you the nine things I would tell a new spokesperson in the few minutes we had together – things he or she absolutely, positively, needs to know. If you learn nothing else before facing a reporter for the first time, these tips will help you up your game – in just a few minutes.

1. Develop a Message: Little is more important than knowing what you want to communicate during an interview. Quickly jot down the three most important phrases or sentences you want to communicate to the audience.

2. Repeat, Repeat, Repeat: You should articulate at least one of your messages in every answer. You shouldn’t parrot them back verbatim, but should communicate the central idea of a message in each response.

3. Transition: There’s no such thing as the “perfect” question. It’s your job as a spokesperson to transition, or “bridge,” from their question to your message. To help you do that, you can use a line such as, “The most important thing to remember is…” or, “Well, what we’re seeing here is….” 

4. Don’t Make a New Friend: If you’re 20 minutes into your interview and things are going well, you might think to yourself, “Wow. This isn’t hard at all!” The moment you get comfortable and start thinking the reporter is your friend, you’re going to venture away from your message and make a mistake. The journalist may legitimately be friendly – but she’s not your friend.

5. Speak Everyday English: You may think you sound more credible if you speak with big, jargon-filled words. You won’t – those words just erect a barrier between you and the audience. When speaking with general audiences, use words a bright 12-year-old would understand. You’re aiming for the language of USA Today, not the Wall Street Journal.

6. Don’t Bury Your Lead: When answering a question, don’t lead up to your conclusion. Give the most interesting part of your answer, or your “lead,” first. If you have additional time, you can go back and provide more context – but if you don’t start with your lead, the reporter may cut you off before you get a chance to state it at all.

7. Be Your Most Engaging Self: This sounds like clichéd advice, but it’s not. Most new spokespersons think they have to bury their most engaging traits in order to come across looking like an “official” or “credible” spokesperson. They usually just look boring instead. Be your passionate self. Gesture. Convey warmth and smile when appropriate.

8. Speak 10 Percent Louder Than Usual: If you go on television and speak at your usual volume, you will probably sound monotone (this doesn’t apply to professional wrestlers or other unusually loud people). For most of us, TV has a “muting” effect, meaning you have to speak a bit louder just to sound like you usually do. Plus, the boost of volume usually helps animate your body language.

9. Watch Your Tone: If you feel defensive, you will look defensive. Instead of greeting tough questions with panic, welcome them as opportunities to correct the record. Even if you don’t have a perfect answer, the audience will be more inclined to believe a response from an un-defensive spokesperson.

Like our blog? Here are four ways to keep in touch:
1. Facebook: Click the “Like Us” button on the top right of the blog
2. Twitter: Click the “Follow Us” button on the top right of the blog
3. E-Mail: Enter your e-mail address on the top right of the blog for monthly media training tips
4. RSS: Click the “Subscribe” button to receive our updates in your feed

Earlier this month, I wrote an article called, “What Should I Do With My Hands?” Another trainer took to his blog to disagree with my advice – so this article will look at both sides of the debate. 

Here’s the part of my original story that Matt Eventoff, a friend and president of Princeton Public Speaking, disagreed with: 

The key is never to “lock” or “hide” your hands. No clasped hands, no hands behind the back, no hands in pockets, and no “steepled” fingers, which is when your fingertips touch one another….My preference is to nest your hands in one another, keeping them at navel-level when not gesturing. Nesting is a nice option, since it allows you to gesture freely when making an important point. 

Nesting one hand gently in the other prevents speakers from looking defensive and allows for natural gesturing. Photo credit: Ms. Media Training

There are two parts of Matt’s rebuttal I’d like to address. First, he wrote: 

“Utilizing either ‘the steeple’ or ‘the nest’ for your hands while speaking may work very well; or you may appear guarded…The rationale: Every person is an individual, and what works for one person may, or may not, work for another…just as no two individuals are alike, no two speaking styles are alike; one body language principle may work for 95% of the population, but it may not work for you!” 

He’s absolutely right. I don’t insert that disclaimer in every blog post – doing so would unnecessarily weigh down the writing – but it certainly applies to every post. The media and presentation training advice dispensed from this blog is intended to apply to the majority of readers, but he’s quite correct that there are always exceptions to the rule. 

I disagree with Matt on his second point: 

“Nested hands can certainly evoke a relaxed response from both the presenter and the audience. I tested this with a few trainees this week – one thing I noticed is that when a speaker is in a state of heightened anxiety or nervousness, nested hands can lead to locked arms that look like an awkward “ball and socket” joint. 

This tends to not only make the presenter appear more anxious, it actually can make the presenter more anxious, as the nervous energy has no outlet to escape – you have essentially created a nonstop loop with no escape route.” 

Although I appreciate Matt’s openness to trying this with his own clients, I’d suggest that a one-week trial run isn’t long enough to reach any conclusions. Perhaps they weren’t “nesting” the same way I’d advise them to, or perhaps they truly were the exceptions to the rule. 

Gesturing is easy from a nesting position, since the hands have less distance to travel. Photo credit: Ms. Media Training

I’ve observed my clients using this technique over the past decade, and it usually works. The “escape route” for nervous energy comes from gesturing itself, and nesting puts the hands closer to where they need to be for gesturing. Therefore, I stand by my original advice on this point – but Matt’s caution will definitely make me look harder for the “ball and socket” joint dynamic he describes.

Still, Matt is right on his overall point. Every speaker is different, and effective media and presentation trainers never try to apply a one-size-fits-all strategy to their clients.

What do you think? Please leave a comment in the comments section below.

I know, that title sounds ominous, like something you might find in a Joe Pesci movie or Mario Puzo novel. But that gloomy tone is appropriate for today’s article, which focuses on what to do when a reporter knows factual information that you simply can’t confirm.

For this week’s question of the week, I asked the following:

“What do you do when a reporter knows true information about your company or organization – but you’re unable to confirm it?

Perhaps the journalist has heard about an upcoming merger or major staff change. Maybe somebody tipped the reporter off to an impending legal settlement or a confidential deal struck between two rival parties. Or possibly somebody inside your organization leaked an internal document to the reporter.

But for many reasons, you’re unable to confirm the information – doing so might scuttle the deal, breach a confidentiality agreement, or undercut the media announcement you’ve been planning for months.”

I heard from a few of you about this off-line but not on-line (there’s still time to comment below!). Since I’ve had to deal with this situation before, here are four of my suggestions:

1. Determine Your Priority: Ask yourself what really is most important – maintaining the confidential information, or maintaining a positive, open relationship with the journalist. That’s not always an easy answer, but it’s worth contemplating before considering one of the next three options. 

2. Negotiate: In some cases, you may be able to negotiate the timing of the story by offering the reporter something in return, such as access to the main players or key details.

I’ve used this tactic numerous times before, and it often works well. Reporters are often willing to engage in this kind of horse trading since it benefits both parties – they get a more complete story as an exclusive, and you get to control the timing so it doesn’t undermine confidential work.

3. Beat The Reporter: Beat the reporter to the finish line by releasing the story before the reporter can. Although that may mean rushing your timing and settling for a less-than-ideal media strategy, it also may allow you to get the story out on your own terms.

This works especially well for controversial topics, when a reporter’s version of events might be decidedly negative. Your version of events will almost always be kinder than that of an investigative reporter’s, and you can occasionally help influence the day one storyline by offering the story to other journalists first. But beware: If you do this with an influential journalist, you’re probably going to be punished for it in future coverage.

4. Determine Reporter’s Ability to Verify The Story: In some cases, the reporter cannot run the story without your confirmation. Try to analyze the quality of the reporter’s source. If the reporter is unlikely to be able to run the story without your participation, you don’t need to comment. Instead, you can simply “comment without commenting.”

In addition, analyze whether the reporter has a key fact wrong. Even if the reporter has the story 90 percent right, you can truthfully say something such as, “I can’t confirm your story, because discussing any ongoing negotiations can compromise a deal. What I can tell you is you don’t have your facts quite right, and you will publish incorrect information if you go with the story as you have it.”

I’d caution you not to be too cute here – if the reporter has a totally inconsequential fact wrong, you’ll lose credibility if you use this approach. And to be sure, this is a risky tactic. You may be in trouble if you guess wrong and the story is published without your participation. But media relations firms occasionally consider this tactic since it works well in specific cases, and it’s worthy of your consideration in extreme circumstances.

Do you have additional thoughts on this topic? What would you do – or what have you done – in this situation? Please leave a comment below.

Like our blog? Here are four ways to keep in touch:
1. Facebook: Click the “Like Us” button on the top right of the blog
2. Twitter: Click the “Follow Us” button on the top right of the blog
3. E-Mail: Enter your e-mail address on the top right of the blog for monthly media training tips
4. RSS: Click the “Subscribe” button to receive our updates in your feed

Related: Why There’s No Such Thing As An “Official” Interview

Related: Should You Ask Reporters For Their Questions Before an Interview?