The Media Coach Radio Show 18th Feb 2011

Hints and tips for media appearances, speaking and social media. This week; Calling all media companies; A debut album; A quiz champion computer; The wrong speech; One wedding and a speech; I’m going to sue!; Twitter and LinkedIn; An interview with Gail Emms. Music from Mick Wilson

The Prince's Speech (Memo to Prince Harry)

Your Royal Highness,

Allow me, as current head of the world's professional speakers, to offer a little guidance for your upcoming best man's speech on the occasion of your brother's wedding to Ms Middleton.

I know that you are no stranger to speaking in public, and that you do not suffer greatly from nerves. However, the occasion is a momentous one, and I'm sure that you will wish to deliver a speech that does it justice, as well as offering some light entertainment to the company gathered for the wedding buffet.

So here are some tips which may help.

1) Don't repeat jokes from a joke book or from a comedian you've seen on TV. Jokes should be left to professional stand-up comedians. Otherwise, there's a high chance of either failing to get a laugh, or of offending the audience, or both.

2) Funny stories work really well, and it's worth sitting down with a notebook (and whatever gives your creativity full rein, such as a small glass of ale) a few weeks before the ceremony, and thinking of incidents that have happened to your brother. Take a couple of stories and work on them so that you know them by heart, and ensure that they take no longer than two or three minutes each.

3) Remember that the humour needs to be appropriate. Probably best to test it out first with your father to be on the safe side.

4) Keep the speech down to around ten minutes. Short, witty and warm.

5) Wish the bride and groom well in their future careers, though speculation is not necessary here.

6) Just a little lemonade before you speak. Decorum at all times.

7) Remember to thank everyone for coming and offer a toast to the happy couple for their future success.


Lastly, I know it is often within the best man's remit, but I'm sure Pippa can look after the bridesmaids on her own.

Enjoy the day.

Your humble and obedient servant,

Alan Stevens, FPSA, PSAE, MCIPR, President, Global Speakers Federation

What is Integrated PR?

Integrated PR is not about social media (Facebook, LinkedIn, Twitter), nor about traditional media (TV, radio and print). It's about both. The important thing is to use as many different channels as possible to deliver your message. That's not to say that just using radio advertising, or a campaign on Twitter, is a bad thing. My contention is that you should use as many options as you can in a single campaign.I define integrated PR as A PR campaign which delivers a single core message, using both traditional and social media.

First, you need a message. The art of good PR is to be able to convey the right one, in the right way, at the right time, to the right audience. The essence of a message is always the precise detail we wish to impart.

So, how do you create this core message for your integrated PR campaign?

Here is a checklist of the most important elements:

Identify the Single Most Important Idea

People remember very little of what they see or hear. The most effective PR campaigns focus on the most important message that you wish to communicate, since that's what you want people to remember.

If you have several messages you want to deliver, save the less important ones for another time. One message that is remembered by your potential clients is worth dozens of half-remembered ones.

Keep it simple

Don't use jargon, or industry-specific terms. It's impossible to over-simplify a message, but easy to over-complicate one.

Make it Memorable

We are besieged with messages every day, through radio and TV, adverts, conversations and the like. Your job, when delivering your message on the media, is to make it something that people will remember. Think of words and phrases that are a little unusual, or conjure up an image. If your message is seen as a picture, even if you are on the radio, it will be much more memorable.

Make it Relevant

Put yourself in the shoes of your potential audience and think what they will find engaging, All you have to do then is to deliver what they want to see or hear.

Ask Yourself "So What?"

Imagine yourself hearing your own core message. If your immediate reaction is, "so what?" the message doesn't work. You need to be able to capture the value to your audience in whatever you say.

Be Sincere

If you want people to believe you, you have to be sincere. You have to really believe what you are saying. That is why it is very important for you, as a company spokesperson, to be involved in drafting the core message. It will be very difficult for you to recite words given to you by a PR person if you are not fully confident that they represent your opinion.

In summary then, your core message needs to be simple, relevant, memorable, beneficial and of course, true. How hard is that?

Are you playing hard to get?

It's all about communication these days, isn't it? We have mobiles with us at all times, we tweet, we foursquare (?), we facebook and we blog. We're always available, and people now where we are at all times.

Er - not quite. I've visited a number of websites recently where it's impossible to find a phone number or email address. Instead, there's a "contact us" link, which leads to a page with a number of boxes that have to be filled in. Often, these include a drop-down window with "reason for your communication', as well as a link to the FAQ page, with a phrase "have you checked this before sending us a message?"

OK, I understand that companies are trying to make it as easy as possible for their customer support staff to deal with customer queries. However, this form is the web equivalent of the phone-hold system - "Press 1 for accounts, Press 2 for 30 minutes of bland music...".

Here's the thing. I'm a customer, and I want to get a message to your company. That means I'd like to phone or email you. I'll decide what the message is about. If you play hard to get, I will simply go somewhere else.

Seven more low-cost ways to boost your business in 2011

Last month, I gave you ten low-cost tips to boost your business in 2011. Here are seven more:


1) Give stuff away. In business, you have to give to get. Offer people help and advice, free of charge, and don't expect an immediate return. You'll find that the more you give away, the more comes back. As my bank manager says "It's better to make a deposit before a withdrawal"

2) Copy the best. If you see people in your line of business having tremendous success, try doing something similar. I'm not suggesting that you should plagiarise their ideas, but look at the way they do business, and see how you can adapt things to your offering.

3) Write it down. Decide what you want to achieve - five new clients, increasing turnover by 50%, or whatever. Put a timescale on it, write it down, and pin it up near your desk, where you see it every day. Keeping your goal in mind at all times will focus your behaviour, and make your goal happen.

4) Be responsive. Develop a reputation for getting back to people very quickly. Once you get into the habit, you'll find that it is easy to send a quick response to an email, or a phone message. Most people value a brief, quick reply more highly than a detailed response several days later. I must admit, I don't always succeed with this one, but I'm getting better.

5) Hone your presentation skills. No-one is a natural presenter, and everyone in business has to present from time to time. Make sure that you know how to perform professionally, and your business will benefit.

6) Practice what you preach. The best advert for your business is you. If you are providing advice on business efficiency, make sure that your business is super-efficient. If you are a website designer, make sure that your website is as usable as possible.

7) Become an expert. Immerse yourself in your topic, then offer to speak to groups about your area of expertise. Write articles, give interviews, and make yourself available to answer questions from journalists. Becoming known as a recognised expert in your field is one of the best ways of bringing in new clients.

Andy Gray - caught offside?

I was chatting with a media pal shortly after the Andy Gray/Richard Keys "lineswomangate" audio was released from Sky Sports. We were musing about the coincidence of its appearance across the news media and the fact that Andy Gray is taking action against the News of The World for alleged phone hacking. Both the NoW and Sky have the same owner, a Mr R Murdoch of various fixed abodes.

Andy Gray was apparently sacked not just for the remarks that he and Richard Keys made about a female assistant referee, but also because a video has come to light showing him making suggestive remarks to a Sky colleague, Charlotte Jackson. It would appear that Mr Gray's lawyers, Schillings, are taking a look at the circumstances to see if a claim for unfair dismissal is in order.

I'm not about to defend sexist behaviour or language. I don't know Andy Gray or Richard Keys personally, though I have met them both at Sky News. They know as well as anyone that whenever there is a microphone near you, your voice could be recorded. However, I suspect that the sort of banter that's been revealed goes on many times a day, in groups of males and/or females throughout the media, and in every other profession. This incident has been singled out for some reason. Perhaps a reprimand would have been appropriate. Perhaps a sacking has resulted from a series of incidents. We may never know, though an employment tribunal, should it come to that, will reveal more.

A question that puzzles me is this: How did an off-air conversation come to be distributed to a range of media outlets so rapidly? Is there any parallel with listening to private phone messages? One thing is for sure. This story is even more complex than the offside rule.

House of Commons latest: Marketing 1, Alan and Jeremy 0

I was honoured to speak in a House of Commons debate last night. The event, organised by The Debating Group, was held in committee room 9, to a full house of around 100. I was standing in for Bill Cash MP, who was called to a debate in the chamber of the house.

The motion, which I was called on to propose, was "A century of marketing legislation restricts everyone while protecting nobody". A tough call, as it turned out, even though many of the audience members were from the Chartered Institute of Marketing, who sponsored the event.

Along with the seconder, speaker and broadcaster Jeremy Jacobs, I felt we put up a good case. However, the opposers, branding expert Robert Opie and legal mastermind Brinsley Dresden, won the vote by a large margin. As a reward, we were all treated to a fine post-debate meal, where the debate continued on a range of marketing issues.

It was a great night, and I can now put a tick in the box "Spoke in a debate in the House of Commons", thanks to the kindness of both the debating society and the CIM.

Best-selling author? The UK's leading...? Really?

There's always debate about what labels you can give yourself. Many argue (and I agree with them) is that the best labels are those bestowed on you by others. Nevertheless, some people choose to promote themselves to various degrees of hyperbole.

I know it's been mentioned here before, but the "Amazon best-selling author", or its shortened form "best-selling author" is still rife. This is trading on the fact that Amazon publishes hourly lists of sales performance in every category and sub-category (and even sub-sub-category) of interest. If you can persuade your pals to buy your books at a specific time, on a specific day, you can be ranked top of a list for an hour. Take a screenshot, and Hey Presto! - best-selling author! Except you aren't. It's what we call misrepresentation, especially if you drop the "Amazon"

Which brings me to "The UK's leading..." or "Europe's most sought-after..." If someone of respected stature has called you that, fine. If you made it up, it's probably not true.

So stick to the facts, please. Self-promotion is great. Over-claiming is inauthentic and dishonest.

Bristol fashion disaster - Avon and Somerset constabulary blames the media

"Ship shape and Bristol fashion" It used to be a phrase that meant "all correct". However, that phrase couldn't be applied to the actions of the Avon and Somerset constabulary right now. They have made what I regard as a huge PR mistake by banning ITV News from a press conference today about the Joanna Yates murder case.

The ban comes in the wake of a report on ITV News at Ten last night which Avon and Somerset police took exception to. The report, by Geraint Vincent, raised questions about whether the police followed proper procedure in the investigation. A former murder squad detective was quoted as saying the police were failing to conduct "certain routine inquiries", such as carefully examining the murder scene for fresh evidence.

"We have made a complaint to Ofcom in respect of the unfair, naive and irresponsible reporting on the ITN 10 o'clock news yesterday evening," Avon & Somerset constabulary said in a statement.

The police need media co-operation, especially in a difficult case like this. Withdrawing access to national reporters because they don't like the way the news is reported is a foolish thing to do, in my opinion. The focus should be on the investigation, not the nuances of a news report. They need to get their priorities back in order, and bring ITV news reporters back into the briefings as soon as possible.

Let's get physical, not digital

Like many thirteen year-olds, my daughter spends a lot of time on Facebook, YouTube and Skype, not to mention texting her pals. She has an iPod, a Wii and a smartphone too. Her world has a lot of digital stuff in it. On Christmas Day, she still gets excited about presents, even though she knows that the fat guy in the red suit doesn't bring them any more. Her favourite presents this year? Some Cath Kidston bedding and pyjamas for he room that we're about to remodel and redecorate. Physical stuff.

At this time of year, we send out books to our regular clients as a small thank you for their business, and to provide them with some useful ideas for the new year. Physical stuff.

Whenever a client pays on time, we send a box of microphone shaped biscuits as a thank you to share around the office. Physical stuff.

Don't get me wrong, I love the digital world. I'm all over Twitter, Facebook and LinkedIn. I send out digital newsletters and broadcast digital radio shows every week. But, like you, I also live in the real, solid, physical world. It's nice to get electronic greetings cards of dancing elves (though not quite as nice as it was last year, and the year before). What is really great, though, is to receive a card through the letterbox with a detailed, personal, handwritten message. E-books are nice, but also nice is a small book with a message written inside.

What's my point? Digital stuff is brilliant. It's not better or worse than physical stuff. Real, solid stuff that you can hold in your hand is important too, and I just wanted to offer a reminder about that.

As we rummaged through the loft a few weeks ago, trying to find the Christmas decorations, we found a dusty box that hadn't been opened for ten years or more. Inside was some stuff that had come from my office desk in the days when I still had a proper job. I found a coffee-stained, dog-eared business card of mine that must have dated from 1997. My job title in those days? Head of Digital Services. Plus ca change, eh?

The Media Coach Radio Show pick of the Year

The Media Coach Radio Show pick of 2010 - the best music and interviews of the year - plus the MediaMug and MediaMaster of the year too!




Have a great 2011.

11 ways to improve your communication in 2011

Great communication is a real business asset. Here are some ways to raise your game in the coming year.

1) Keep your “I”s down

Here’s an exercise. Take any form of communication you have delivered. It could be a speech or an article. Go through it and count all the times you use the word “I”. Then count how many times you use the word “you”. If the former exceeds the latter, you are talking about yourself too much. In fact, the “you” count should be much higher, since communication is all about your audience, and what they are interested in.

2) Tell your story

Use stories that have happened to you, not stories involving others. If you keep a lookout, there will be plenty of incidents you can use to make your point. It’s easier to remember your stories, and they will not have been heard before. Never, ever use a story from someone else and pretend that it happened to you. Remember to tell your story, emphasise the point, and then give a practical example your audience can use.

3) Be original

People are fascinated by originality. Your ideas are unique to you, and though they may have been influenced by others, will be yours alone. That’s what people want to hear - your take on the world. There are no bonus points for plagiarism.

4) Be controversial

Make yourself stand out by going against conventional wisdom, or delivering a rarely-heard point of view. If you agree with everyone else, why communicate at all? There’s no need to be critical of others, but giving solid reasons why you take another view is good copy.

5) Give advice, not instruction

Pay respect to your audience by giving them suggestions about how they might change, not ordering them to do so. If you tell people they must act in a certain way, a likely reaction is that they will decide not to. Of course, you don’t have to take this advice...

6) Provide evidence

Always back up your ideas with evidence, and make sure that you quote the source of the information so that it can be verified. If you can’t find any evidence, you can either fall back on the old phrase “in my long experience” or drop the idea. I’d advise the latter.

7) Get out of the elevator

The “elevator pitch”, a short speech about what you do, used to be a fashionable way of opening a dialogue at a networking event. However, talking to people for up to two minutes without a break is hardly a way to encourage people to warm to you. Instead, try offering a simple, intriguing phrase to start a conversation.

8) Show you care

People love to see passion in communication, If you care about something, share your passion and people will respond. Even if they don’t initially agree with you, they will appreciate your feelings about the subject, and may even be persuaded.

9) Drop the cliché

Using phrases like “It’s not rocket science” or “change is the only constant” won’t have as much impact as normal speech. Alas, some people find it impossible to speak without using a cliché. You should avoid those people like the plague.

10) One message at a time

I know, there are eleven messages here, but it’s a tip sheet, not a speech. SInce your audience will recall only one thing, it makes sense to concentrate on your key message throughout, and repeat it at the end too.

11) Only say it if you really mean it

Authenticity is essential to good communication. If you lack conviction, or worse still, don't believe what you are saying, it will be obvious. Stick to content that you are confident about.

Bonus rule (12) Occasionally, try breaking the rules, as I have done in several instances above...

Good luck in 2011.

10 low-cost tips for getting more business in 2011

2010 was a tough year for many businesses. However, when you ask a fellow business owner, “How are things?” they will often reply “Good thanks – and you?” It may be true, it may not. It doesn’t really matter. I’ve rarely met a business owner who doesn’t want more work at higher rates. So here are a few tips that you can try immediately. Since they cost little or nothing except a little of your time, why not try a few of them in 2011?

1) Know what you are selling

This seems blindingly obvious. After all, you know what you do, don’t you? In that case, try to explain it to someone who has no idea (members of your immediate family work well as subjects for this one). It’s not what you are; a “leadership coach” or a “motivational speaker”. It’s what you do for people. Once you’ve captured that, it’s much easier to offer yourself to others. The most obvious people to tell you what you do are satisfied customers, so ask them.

2) Ask for referrals

Always, always, ask your best clients to refer you on to someone else. If you have done a good job for them, they will be happy to recommend you, since it makes their judgment look good too. Have an arrangement with your network to cross-refer each other. I’m always being asked to recommend people, but I only do it if they are good, and I know what they offer (see point 1).

3) Use the power of your networks

There are some great networking experts around. Talk to them and buy their books. My best business opportunities come through networking, both online and offline. Of course, the reach of your network goes far beyond your immediate contacts. Ask your network “Who do you know that…?”, and you will find many opportunities. Be respectful of your network too - always give more than you take (see point 10).

4) Make use of free online tools

There are hundreds of online tools that can help you bring in more business, and most of them are free. Google supplies free news alerts (useful for keeping on top of your topic), and can show you trends in markets, so that you can change your offer. There are online communities which offer help and support. There is Twitter, Facebook, Linkedin, etc, etc. Pick one you enjoy using and really learn how to use it.

5) Find out who is buying (and not buying) from you

If you have a website, and don’t analyse your traffic, you are missing a huge opportunity. Google Analytics (free, of course) can be added to your site, and will provide masses of information about where your visitors come from, how long they stay, and what path they take through your site. This intelligence is invaluable in refining your site, and encouraging more visitors to buy from you. Use Google Insights on your videos too.

6) Travel

OK, travel can be expensive, but many of us have to travel to clients. When you travel, make use of your time to meet prospective clients (use networks such as Linkedin to find likely clients where you are going, and contact them to ask for a twenty-minute chat). Use your travel time to read books and become more knowledgeable about your topic or buy something you would not normally read, and use it to stimulate your creativity.

7) Become a broadcaster

Use video, audio and online article to get your message out. Many sites (including YouTube) allow you to create your own TV channel. There are many hosting sites that let you make your own radio station. Blogger and Wordpress allow you to become an online publisher. You need to keep at it, and deliver a regular stream of content, and if you do, you will quickly gain a loyal following of people who will one day do business with you.

8) Listen to your customers

Customer feedback is invaluable, even if it is critical. A customer will only contact you if they care about your product or service. You should take note of what they say, particularly if several customers say the same thing. They may not always be right, but they probably tell you something you need to know.

9) Keep in touch

It’s tough to keep in touch with a huge network of people. But do your best. Even a brief response to an email is better that no response at all. A general “thanks to all” message is the least you can do. One day, that person you met five years ago may offer you a huge piece of work, just because you kept in touch.

10) Be helpful

If there’s only one piece of advice that you use, it should be this one. Help people whenever you can. Don’t expect anything in return. You’ll be amazed at what comes back. Good luck and have a great 2011.

The seven X Factors of social media

You may not be Matt or Rebecca (or even One DIrection), but you can get the X Factor from your social media activities. Here are a few ideas.

1) eXperiment. Try things out. Look at new social networks, and software tools. Not everything will work, or will suit you, but if you don't try it you will never know.

2) eXcite. Delight your followers and friends with your comments, insights and advice. Let your enthusiasm show through, and it will become infectious.

3) eXpertise. You have a unique set of skills which you can use to help people and demonstrate how you can help others.

4) eXtraordinary. Think what you can post online that will amaze people. That's your comments, not simply links to other's content.

5) eXplain. Answer people's questions and offer to show how to do things that you understand well.

6) eXpand. Increase the size of your network by organic growth, not software robots. Social media is about personal contact.

7) eXpext. Don't expect anything in return for what you give. But do expect to enjoy and benefit from your investment in social media.

I wonder if Simon Cowell knows that?