Building and Protecting your Reputation |
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This is still what used to be called the "silly season", when newspaper journalists used to struggle to find any news to fill their papers, so used to resort to Elvis spotted in a piece of toast, rudely-shaped vegetables, and Star Trek fans who had turned their houses into replicas of the USS Enterprise (I'm not making those up).
However, in these days of twenty-four hour rolling news and the internet, that no longer happens, does it? Well, we still have growing tension between Iran and the USA, and continuing rows over Brexit. However, I'm pleased to see that the spirit of the silly season is still with us.
For example, here are three stories from the news this month: - The rapid rise in divorces in Indonesia has been blamed on men's interest in pigeon racing.
- Scientists in the US have trained computers to understand sarcasm. Yeah, I bet.
- And of course, the world championships for surfing dogs was held in California
Ah well. Back to "normal" news soon. |
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But far from silly is this week's interview guest. (OK, terrible segue). He's a speechwriter and expert on rhetoric who I met at a convention in Philadelphia recently. Hear the wise wisdom of Pete Weissman in the Media Coach Radio Show.
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The MediaMaestro is ASOS. They have been praised this week for their excellent response to some bad press that EasyJet was receiving. In case you haven’t seen it yet, a passenger on a flight bound for Geneva shared a picture online of a row of seats that had the backs removed, with a passenger sat in one of them (obviously not a safe way to fly at all).
EasyJet responded to the tweet by asking the person to remove the photo and DM them to take up the issue and has since said that passengers weren’t actually permitted to sit in that row because the seats were awaiting repair. Not very smart or helpful.
Along with a picture of a backless orange dress. Smart move! |
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The MediaMug is The George Pub and Grill in County Durham. They recently re-opened after a fire and had an idea to boost publicity
They are selling the "Big Ben Number 10", a £28.95 dish that features a stack of 10 burgers smothered in cheese, and to make things even meatier, each layer is topped with bacon.
There's also a side of chips, because what's a burger without fries? The whole thing weighs in at a massive 1.5kg and contains around 12,000 calories - five times more than your daily recommended intake.
If you're thinking that the feast sounds like a heart attack waiting to happen, you'd be right - and the pub's owner, Craig Harker, even advises people to eat it at their own risk. What's more, he's pledged to pay "compensation" of up to £500 of his own money towards a headstone, if anyone should happen to die while attempting the Big Ben Number 10.
Oh dear.
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Speaking Tip - Five questions, Two actions |
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When you are asked to speak, you should ask five sets of questions in return.
- Who will the audience be? How many, where, what is their background? Who are the most important people?
- When you stand up, what will they expect you to say?
- Why have you been asked to speak?
- What message will you deliver?
- What techniques will you use? Should you use slides? Should you use a microphone?
And then there are two actions to take -
1. The first thing to do is to consider your audience. Take a sheet of paper and write down everything you know about them (background, interests, companies, status). Put it down on your desk.
2. Now consider your topic. Summarise it in ten to fifteen words. Ensure that it is relevant to your audience. Include your aim. Are you going to inform, persuade, entertain, instruct or call to action? Write it down and place it beside your audience profile.
As you prepare your speech, keep both documents in view. Everything you include should match both the audience expectation and the topic. Simple, eh?
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Media Tip - 5 ways to get media attention |
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1) The news hook. You need to earn the interest of broadcast media by providing the news hook that shows you understand the interests and values of their audience, you have linked the story to a current issue, you have listened or watched their output, and understand how it will fit in. Sell what they already buy.
2) Look for trends. Listen to the news buzz, and pick up trends early. Linking your story to a "new" issue will pay dividends.
3) Getting on the radio. To get on radio shows you need; a lively, personable voice, an enticing pitch and persistence. When pitching, call the station if at all possible (it is a voice medium), and follow up immediately with an email.
4) Getting on TV. Similar advice as for radio, with the additional requirement that you must be engaging on camera. This requires practice and training. Don't turn down appearances on low-viewed digital channels - they are excellent practice. Approach channels that have plenty of "live time" (e.g. Bloomberg, Sky News). They are voracious for guests, particularly at early or late hours. Offer them a guest "in the studio" rather than "down the line" - they will appreciate it more.
5) Build relationships. Most importantly, develop a good relationship with researchers, producers and reporters. Let them know that you've seen their work in the past, without being sycophantic or patronising. Try to offer them something at every meeting, whether it is a story, a lead or a contact. If you are seen as a "value-added" contact, they will call you. |
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Social Media Tip - Show and Tell |
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Anyone who has children or anyone who has been a child, knows about "Show and Tell"
It's a way of getting children to stand up and speak about something, using a prop or picture. It provides a focus for their talk, and prompts others to ask questions.
Exactly the same principle applies on social networks. Show people an image of what you are talking about, and then talk about it. It sounds simple because it is. People respond to an image, which then encourages them to read what you have written.
Ideally, use your own images. If you have a phone, you also have a camera handy. Get into the habit of taking pictures of anything interesting, thought-provoking or connected with your business. Don't be afraid of being controversial - that's how discussions start. Never insult anyone, but instead ask a question.
Instagram is a perfect example of "show and tell" social media, as it encourages spontaneous posts, with immediate responses. No surprise that it is the fastest growing social platform. Try some show and tell yourself. |
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Sometimes you think "who would buy that?
For example, a baby outfit that gets your floor clean.
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One more thing before you go... |
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Nervous about unexpected questions in a media interview? I can help.
Just click the link. |
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