Mr. Media Training

It’s time for July’s five worst video media disasters!

Narrowing down the list to just five media gaffes was tough this month – I noted at least 16 significant media disasters over the past four weeks.

But as always, some rose to the top. So I offer a sincere thank you to the profane journalist, the clueless executive, and the manipulative politician who made this month’s list so easy to compile. Here, without further ado, are this month’s top bottom five!

#5: Summer’s Eve Debuts New Talking Vagina Ad Campaign

Congratulations, Summer’s Eve Feminine Wash. You become the first ad campaign ever to make this media disasters list. What, exactly, were you thinking when you launched your “ethnic talking hand vagina” campaign, complete with racial stereotypes? The one featuring a talking African American hand vagina is below – the company also released a Hispanic and Caucasian version. Summer’s Eve finally pulled the ad late this month.

#4: Journalist Mark Halperin Calls President Obama a “Dick”

Time Magazine reporter Mark Halperin expressed his vulgar opinion about President Obama on MSNBC’s Morning Joe. What made this clip worse is that his profanity was premeditated. Given how fast MSNBC is to hand out suspensions, Halperin should have known better (just ask David Schuster, Keith Olbermann, Ed Schultz, and Joe Scarborough). Unsurprisingly, the network suspended him indefinitely.   

#3: Wait. You Mean Our Leader Can’t Just Investigate Herself?

Simon Greenberg, News International’s director of corporate affairs, agreed to speak with interviewer John Snow of Great Britain’s Channel 4 News, back when executive Rebekah Brooks was still employed by the company. During the interview, Mr. Greenberg insisted that Ms. Brooks would lead a thorough investigation into the company’s phone hacking scandal.

But when Mr. Snow pointed out that Ms. Brooks couldn’t possibly conduct a thorough investigation of herself since she was the editor of News of the World at the time of the hacking incidents, Mr.  Greenberg was woefully unprepared to offer a satisfactory response.

#2: British Labour Leader Tries To Control The Message (And Fails)

Ed Miliband is the leader of Britain’s Labour Party. He sat down for an interview with ITV’s Damon Green to answer questions about public sector strikes. He did everything he could to control the message – repeating the same lines over-and-over again, ignoring his questioner, and even staging the shot. His effort backfired badly. If you haven’t seen this video yet, it’s worth watching as a perfect example of what not to do.

#1: Rupert Murdoch Channels Tony Hayward

When testifying before the British Parliament, News Corp CEO Rupert Murdoch was asked whether he accepts the ultimate responsibility for his company’s phone hacking scandal. Not only did he say “no,” but he delivered his answer without even a hint of humility. So much for Harry Truman’s axiom, “The buck stops here.”

By delivering such an indifferent answer, he gave former BP Executive Tony “I’d like my life back” Hayward competition as the most clueless executive.

Bonus Video: Michele Bachmann Tries to Speak Yiddish, Fails

Here in New York City, we’re used to people speaking Yiddish. I’m guessing the same can’t be said in Michele Bachmann’s Minnesota district. This video appears to confirm my theory.

(For the uninitiated, “Chutzpah” isn’t pronounced as “choots-pa,” but rather with a “ch” sound that sounds a bit like clearing your throat.) 

Related: Caught With an Open Microphone: They Never Learn

Related: Seven Rules to Remember When a Crisis Strikes

How can you beat an unfair, badgering, aggressive host during a media interview?

Should you out-debate the host? Respond to aggressive questions with even more aggressive responses? Challenge the host’s unfair bias?

Well, sure, those things can work in certain situations – but there’s a much easier technique that most spokespersons never consider.

Do nothing.

Ted Koppel, my former boss and the long-time host of ABC’s Nightline, once said that an audience’s allegiance is to the interviewer, not the person being interviewed – at least at the beginning. That makes sense, since people who tune into Bill O’Reilly probably tune in because they like him, just as people who tune into Rachel Maddow probably like her.

Former ABC News Anchor Ted Koppel (Photo Credit: Timbrauhn)

But if the viewer begins to perceive that the interviewer is being unfair, the host will lose his or her audience, and sympathy will shift to the person being interviewed. You don’t have to do anything dramatic for that to happen. It happens on its own.

The stunning interview posted below, from 2009, is one of my favorite examples of this dynamic at work. 

Lawrence O’Donnell, a strong supporter of health care reform, was guest hosting MSNBC’s Hardball. His guest was Rep. John Culberson (R-TX), a strong opponent of health care reform. During the interview, Mr. O’Donnell called his guest a liar. He was sarcastic, disrespectful, badgering, accusatory, hostile, and rude.

Mr. Culberson tried to fight back. He responded well at times, such as when he said: 

“I’m not sure why you had me on today if you’re going to do the whole show. I’m giving you a very serious answer…Lawrence, excuse me, am I going to be able to give an answer here?"

As a result, some sympathy shifted his way. But he squandered some of the sympathy by attacking too much. Mr. Culberson failed when he said, "Lawrence, do you wonder why nobody watches MSNBC?" He repeated that line four times, potentially alienating the entire viewing audience, which presumably tuned into MSNBC because they liked the network.

It’s true that his anti-MSNBC comments likely played well with his conservative base in Texas. But they were unnecessary and ceded the high ground he had earned with MSNBC’s viewers. He would have scored more by doing less.

The technique of “doing nothing” shouldn’t be used every time you face an aggressive host. But if you sense that the interviewer’s hectoring isn’t likely to play well at home, do nothing and let the audience come your way.

We’re at that critical early “make it or break it” stage. Don’t let our relationship die. Like us on Facebook at www.Facebook.com/MrMediaTraining and follow our tweets at @MrMediaTraining. Thanks for agreeing to our second date.

Related: Three Dangerous Types of Reporters

Related: Answering Questions From an Angry Audience (Public Speaking Tip)

I regularly get calls from executives who confide in me that they don’t think they come across as “executive” enough.

They’re concerned that their speeches don’t convey a strong-enough leadership quality and that their media interviews don’t look like the interviews they’ve seen other top executives giving.

When I hear them say that, I know that my biggest challenge as a trainer will be to convince them that they’re wrong. More on that, in a moment.

First, take a look at this fun video by talented impressionist Jim Meskimen, who does terrific imitations of 24 people in less than four minutes – everyone from George W. Bush to Morgan Freeman to George Clooney.

Why am I showing you that video? What struck me is that each of the 24 people he imitated have radically different styles – some dramatic and others dry, some energetic and others folksy. 

But all of them were successful. If George Clooney had tried to act more like Jimmy Stewart, he wouldn’t have made it past The Facts of Life. If Arnold Schwarzenegger had tried to sound like Garrison Keillor, well, that would have just been surreal. 

The same is true for public speakers who try to mimic somebody else’s style. It’s a mistake.

There is no singular style for what a public speaker or media guest should look like.

The goal with any form of communication is to make it fit your skill set. Instead of parroting the qualities that make other people so successful, look at the qualities that make you so special. An “executive” can look like thousands of different things: Steve Jobs doesn’t have the same style as Margaret Thatcher. Hillary Clinton doesn’t have the same style as Jack Welch. But all four people were wildly successful, using the style that made the most sense for them. 

So stop trying to “look” a part. Begin emphasizing your own best qualities instead.

Need a keynote speaker for your next annual conference or staff retreat? Brad Phillips, author of the Mr. Media Training Blog, has delivered dozens of well-received keynote addresses. Click here for more details, and click here to contact us. 

Related: 12 Things 1980s Pop Music Can Teach Public Speakers

Related:  How To Reduce Your Fear of Public Speaking

Editor’s Note: Last year, we published a two-part series to help you eliminate the “uhhhs” and “ummms” that poison communications. For some technical reason, this article disappeared from the blog, so I’m re-publishing it today. Click here to see part one of the series.  

I began my media career as a small-town radio DJ.

My program director was concerned that I uttered too many "uhhhs" and "umms" on the air. (Oddly, he was unconcerned with his playlist, which included Michael Bolton, Debbie Boone, and The Captain and Tennille.)

But he taught me a technique that helped me find a smooth radio delivery, and it’s a strategy that works for media spokespersons who use a few too many "uhhhs" and "umms" during their interviews.

Here’s how it works. Look around the room and find an object. Don’t think about it. Just find an object and shout it out (e.g. "printer!").

Now begin speaking about that object for 30 seconds. Time it. You’re not allowed to use "uhhhs" or "ummms," but you are allowed to briefly pause between sentences. Don’t worry too much about the words you choose – just let the words flow. My 30 second drill about the printer looked like this:

"I like my printer. I’ve had it for about two years, and it’s been pretty maintenance-free, which I really appreciate as someone who runs his own business. It sits on the corner of my desk in my office in New York City. The best part of my office is the view of the Chrysler Building. It’s pretty cool to sit, especially in the winter, and see a Manhattan icon out my office window."

You can practice this anywhere – in your car ("ashtray!"), in your shower ("dandruff shampoo!"), and your office ("burnt popcorn smell!"). The key is to surprise yourself with the object, speak aloud for 30 seconds, and replace articulated pauses with silent ones.

Our clients typically think they’ve gotten through the drill with no verbal filler – but the audio replay shows they had two "likes" and a "ya know." So use a tape recorder or your iPhone’s "Voice Memos" feature to record yourself and ensure the verbal filler is really gone.

You may not master this skill right away – it takes time, practice, and patience. But I promise you – if you stay with it, your delivery will be as smooth as mine was when introducing Lionel Richie ballads back in the day.

Like These Tips? Follow Us on Twitter at @MrMediaTraining to See Our Latest Tips To Help You Become a Better Media Spokesperson and Public Speaker. 

Related: Eliminate “Uhhhs” and “Uhhhs” (Part One)

Related: The 21 Most Essential Media Training Links

Please join us on Tuesday, November 15, 2011, for a special one-day 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.

During The Session, You Will Learn How To:

1. Master the rules of working with the media
2. Confidently interview for print, radio and television
3. Get the headline you want
4. Take control of an interview
5. Bridge from a reporter’s questions to your answers
6. Answer the tough questions
7. Spot and avoid journalist tricks
8. Look great on television, sound great on radio
9. Focus on non-verbal communication
10. Handle a media crisis
11. Interview for on-line and social media

The Enrollment Fee Includes:

1. Training with Mr. Media Training author Brad Phillips
2. Our media training handbook
3. Breakfast, lunch, and snacks
4. A modern conference room with a professional camera, lights, and television

Your Travel to New York City:

1. We are centrally located in Midtown Manhattan near most major subway lines.
2. We are located approximately 5 minutes from Grand Central Station, 15 minutes from Penn Station, 30 minutes from LaGuardia Airport, and 40 minutes from JFK Airport.
3. We will provide you with nearby hotel recommendations to make your trip to NYC easier.

To Register:

1. The registration fee is $1,095 per attendee; rate of $995 per person available for groups of three of more.
2. If interested, please call 212-376-5070 or send an e-mail to Info@PhillipsMediaRelations.com to request a credit card authorization form.
3. Training will begin at 9:00a.m. and end at 5:00p.m. We will have a fun working lunch featuring recent real-life video examples of spokespersons performing well in the media – and failing spectacularly.

For More Information:

Contact us

See a sample agenda

Learn more about our firm

Read what our clients say about us

Former President Bill Clinton sat down with ABC News anchor Peter Jennings in November 2004, almost four years after leaving the White House.

One thing became very, very clear during that interview: Bill Clinton was still pissed.

When Mr. Jennings asked him about his low ranking by a group of presidential historians for his “moral leadership,” Mr. Clinton seethed in response. But Clinton could barely contain himself when Jennings told him he cared about the low rating more than he was willing to admit.

Mr. Jennings: “They gave you a forty-first on moral authority.”

Mr. Clinton (after a one-minute exchange):  “I don’t really care what they think.”

Jennings: “Excuse me, Mr. President. I can feel it across the room. You care very deeply.”

Clinton: “You don’t want to go here, Peter. You don’t want to go here. Not after what you people did. And the way you – your network – what you did with Kenneth Starr. The way your people repeated every little sleazy thing he leaked. No one has any idea of what that’s like.”

Anger rarely works in media interviews. Mr. Clinton’s loss of control made his temper the headline, obscuring his larger point about what he perceived as unfair treatment.  His rage appeared self-pitying and personal (“No one has any idea of what that’s like”), and revealed a man still stewing over years-old events.

Still, I’m not sure this interview did much harm. Mr. Clinton’s supporters likely agreed with him, while his detractors likely didn’t. I’m guessing his approval rating didn’t change much, if at all, based on this interview.

This is one of those rare media moments that people could make completely opposing cases about and still be right. I agree with those who say it looked bad when he lost his temper, and I agree with those who say it really didn’t have any impact.

What do you think? Did Clinton’s rage distract from his message, or was his pushback appropriate? Please leave your thoughts in the comment section below.

Related: Friday Classic Clip: “You Are Stuck on Stupid.”

Related: Friday Classic Clip: George H.W. Bush vs. Dan Rather (1988)

Yesterday, this blog looked at five things great radio guests do (click here if you missed it).

Today’s post will turn to the dark side, looking at five things terrible radio guests do. If you want to avoid being that guest who never gets called back for a second radio interview, this article’s for you.

This list comes courtesy of Ari Ashe, a reporter and producer for Washington, D.C.’s top-rated WTOP news radio. I hope you enjoy his list as much as I did. You’ll find a few ways to contact him at the end of this post.

WTOP's Ari Ashe

1. They’re Long-winded: WTOP once had a regular guest on from The Hill newspaper. Every interview went three minutes long and was exactly one question long. He went on-and-on, never stopping, never pausing, never letting our anchor get in a follow-up question. Our Assistant News Director talked to him. Nothing would change. We would talk to him again. Nothing would change. Eventually, we dropped him as a guest. We were no longer willing to put up with three minute answers that would have been five minutes had we not cut him off. If you’re looking to deliver a long-winded dry speech, become a policy wonk. You won’t succeed in the media with that strategy.

2. Their Answers Are Complex: I remember once taking a class in organic chemistry. It was the worst class I ever took. The teacher could not present the material in a way that easy to understand; it felt like he was speaking a foreign language. He could not explain the material in simple terms that connected to our everyday lives. Your job is to be a good teacher. If you’re like my organic chemistry teacher, you will not be successful in radio.

3. They Don’t Talk Like They Really Talk: People too often get into their own head about how they’re “supposed” to sound. Your own worst enemy is often times between your own two ears. Just be yourself! Also, who wants listen to someone who sounds uncomfortable, stiff and possibly even combative? Maybe combat makes for good cable TV, but it certainly doesn’t work on radio. Most radio listeners are driving. Who wants to hear people shouting at each other while driving? Similarly, who wants to hear someone that’s stiff and uptight? People can spot someone who’s uncomfortable and tense pretty easily. Your discomfort and tension will make them uncomfortable and tense, and they’ll change stations.

4. They’re Boring: Who wants to listen to someone who is putting them to sleep? Nobody! And when most of our listeners are driving, that’s potentially dangerous. To use the teacher example, how much will your students learn if you bore them to death with a long, dry lecture? Not much. To win on radio, you must be memorable.

5. They’re Inflexible: In this ever-changing world, the people who are set in their ways and unwilling to try new things will become obsolete. Technology will constantly evolve. It will constantly allow the media to bring more news from more sources in better ways. The better you embrace the fast-paced world and go with the winds, rather than against them, the more valuable and successful you will be. Get on Twitter, get on Facebook, get on Google +, get on Foursquare, get on Skype!

Ari Ashe blogs here, tweets here, and can be found on Facebook here. You can listen live to WTOP here.

Related: Five Ways You Can Become a Great Radio Guest

Related: Seven Ways To Rock Your Next Radio Interview

Washington, D.C.’s WTOP is the top-ranked radio station in the nation’s capital.

I’ve been fortunate to appear on WTOP a few times over the past month to discuss Anthony Weiner (audio here) and the News of the World scandal (audio here). In the process, I’ve gotten to know WTOP reporter and producer Ari Ashe.

I asked Ari to come up with a list of five things great radio guests do – and five things lousy radio guests do. Today’s post will focus on the five things radio guests do well; tomorrow’s will focus on the things they do poorly. I hope you enjoy his lists as much as I did.

WTOP's Ari Ashe

1. They’re Calming: Most people have stress. They’re listening to the radio with a shouting child, bumper-to-bumper traffic, and a pile of bills waiting at home. We’re fighting to get their attention. There’s no better way to lose it fast than to become alarmists. People are looking to us, and you, for information and solutions. People don’t want doom and gloom, they want to hear how to make good decisions and how to solve their problems. Guests who can provide good information with a calming voice will connect with listeners.

2. They’re Energetic: Think about your experience at school. What made one teacher good and another bad? What type of a lecture will you remember better: a dry recitation of the textbook or an interactive lecture with illustrations and interaction? Clearly the latter. A good interview is no different. You’re trying to teach the listeners. Perhaps you’re teaching them how to make a wise choice. Perhaps you’re teaching them how a news event is relevant to their lives. Listeners will remember what you have to say when you deliver it with energy. Listen to yourself when you talk to your spouse or friends. How much energy is in your voice? Speak that way on-air.

3. They Give Short But Full Answers: How do speak to your spouse or friends? Listen to yourself. I can’t imagine there are too many people that speak in long five minute answers to their spouses or friends. It’s informal. Answers are usually about 30-40 seconds. Maybe, maybe, you go a minute at most! Radio is no different. No one wants to hear a speech. People want to hear an informal, interactive forum with back-and-forth conversation. Treat an interview as such.

4. They Express Complex Information Simply: Most experts say the way to retain information is to develop some personal connection to it. If you want to be a good radio guest, you must always remember the most important question: How is this topic relevant to the listeners? If you can teach your students (the listeners) in a simple way, in a way that connects to their personal lives, you’ve won. The listeners will retain the information and use it for practical purposes. Remember “KISS,” the old pneumonic device? Keep it Simple, Stupid.

5. They’re Friendly: When you feel comfortable, you set a positive tone. When an interview and interviewee can go back and forth informally, that chemistry makes the interview better.

Ari Ashe blogs here, tweets here, and can be found on Facebook here. You can listen live to WTOP here. 

Do you like these types of tips? Please join our mailing list to receive monthly tips to help you improve your media interviews and speeches. Sign up box is in on the upper right corner.

Related: Part Two: Five Ways To Avoid Being a Terrible Radio Guest

Related: Seven Ways to Rock Your Next Radio Interview