Global Ambassador or Prince of Pratfalls?

Prince Andrew, Duke of York, is under fire for his association with convicted sex offfender Jeffrey Epstein. This follows hard on the heels of his "Wikileaks' embarrassment when it was alleged that a US diplomat had reported on the Prince's remarks about bribery in Kyrgystan and the investigation into the Al-Yamamah arms deal.

His Royal Highness is no stranger to public approbation. Like almost every other member of the Royal Family, bar perhaps his mother, he has come under fire for his links, his behaviour or his comments. It goes along with having a high profile and a comfortable lifestyle, a circumstance coveted and often envied by many.

There's also no doubt that his role on behalf of UK Trade and Industry (UKTI) has been instrumental in securing valuable export contracts for UK companies. It seems likely that in purely financial terms, his work has made a large positive contribution to the UK economy, at little cost to the taxpayer. He takes no pay for his role, but his expenses are covered. I for one, don't begrudge the cost of his first-class travel and five star accommodation if it brings in business for British companies.

However, at some point his value may evaporate. It's the same as any celebrity that has an association with a brand, paid or otherwise. When things are going well, the relationship is good for everyone, but when a celebrity is caught (literally or figuratively) with their trousers down, they quickly become persona non grata.

It's hard to judge where Prince Andrew's reputation is going. His friends, and some government ministers are rallying round. Everything has to be handled very carefully because of his royal status. My guess is that he's been in a few private conversations with politicians and UKTI bosses, and he's been told to lie low and say nothing for a while. When the storm has either blown over, or reached a point where he has to leave his UKTI role quietly, a statement will be made.

As used to be said about a much earlier Duke of York, at the moment he's neither up nor down.

How to manage a crisis at an event

I'm speaking today at International Confex on how to manage a crisis at an event. In case you can't be there, or as a reminder of the key points, I've created a summary of the main points. Of course, there'll be a lot more info if you come along.

Here are the ten key things you should do if a crisis occurs -

1. Recognise that you have a crisis

2. Prepare for senior staff being door-stepped and ambushed by reporters

3. Be seen and heard doing the right things

4. The media must not be ignored during a crisis. TV is the most important medium

5. Set up a communication process with the media as quickly as possible

6. The most senior staff must take charge and be seen as company spokespeople

7. Talk about people first, property second, and money third.

8. Focus on your feelings about the situation, and how it will be prevented from happening again

9. Become the single most authoritative source of information about the crisis

10. Keep a close eye on media coverage, and take every opportunity to correct inaccurate reporting

Of course, your key staff must be properly trained to speak to the media. Here's where to find help.

Oscar Acceptance Speech Competition

This weekend sees the 83rd annual Academy Award ceremony in Hollywood. Acceptance speeches will be tucked inside the tuxedos and evening bags of dozens of hopefuls. But what makes a great acceptance speech? Here's where you come in. Inspired by my friend Max Atkinson's "Defend a doomed dictator" speechwriting competition", I'm running an Oscar acceptance speech contest. Here are the rules:

1. Write an Oscar acceptance speech, for any category, in no more that 250 words

2. Email it to me (alan@mediacoach.co.uk) by 6pm GMT on Sunday 28th February 2011

3. I will judge the most entertaining and appropriate entry

4. My decision is final (of course)

5. The winner receives a signed first edition of Ping! or Mediamasters

I will announce the winner, and show their entry, on Friday March 4th. Good luck.

A Tribute to Clive Gott

Clive Gott, my friend and fellow professional speaker, has passed away suddenly at all too young an age. Clive was, even amongst professional speakers, a remarkable man.Here's a few words of tribute to Clive from Graham Davies, FPSA:


'Clive did not pass through life in shades of grey. In the same speech, he would take great delight in grabbing an audience by its throat, either inspiring and entertaining them or disturbing and upsetting them. Actually, it was usually all four at the same time. No-one slept while he was on stage.'


I agree completely. Clive was a great supporter of the Professional Speaking Association in the UK, as chapter leader and tireless worker. He spoke internationally, completed the Marathon Des Sables (134 miles across the Sahara), climbed Mount Kilimanjaro, and had countless adventures, all of which he recounted with enthusiasm and lust for life.

I remember him as opinionated, enthusiastic and challenging - everything a great speaker should be. The world is a poorer place without him.

Clive's partner, Elaine, has requested that anyone who wants to honour and remember Clive should buy themselves a bunch of fresh flowers. A lovely idea.

Thank you Clive. May your inspiration live on.

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?