Hi John,

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You already know about my passion for music.

Over the next six days, I'll be out at four live gigs, including seeing The Boss at Wembley Stadium. I suspect he wont't be on my radio show soon, but some of the others I see will!

Get yourself to some live music gigs. You'll have a great time and you'll be supporting hard-working musicians.



My guest in the radio show this week is Kelsey Michael.

Penzance-based singer songwriter Kelsey Michael's music is a hotline to West Cornwall’s nature and landscape.

Kelsey writes beautifully crafted songs on piano and performs solo, duo and with her LETHOWSOW collective.

Her musical style recalls ‘classic’ 60s/70s female artists such as Laura Nyro and Carole King.

She's launching her new album in London this weekend - details are on her website - I'll be at the Monday gig at the Green Note in Camden, which is a mere ten pounds. May see you there.

Hear our fascinating chat in the in the radio show

Go to the MediaCoach Show

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And there's a superb song from Kelsey Michael of course!

The MediaMug of the week goes to Enzo Fernandez, who recently became Chelsea Football Club's most expensive signing.

He faces disciplinary proceedings at Chelsea after posting a video on social media that the French Football Federation said included alleged "racist and discriminatory language".

Fifa is also investigating the video, in which several members of the Argentina squad - celebrating their 1-0 win over Colombia in the final - take part in a song originally sung by Argentina fans questioning the heritage of France's black and mixed-race players.

The video does not look good. It remains to be seen how his new employers regard it.

Any phrase, if repeated often enough, can become a cliché. Some entertainers actively cultivate phrases that become for ever associated with them. I remember watching TV many years ago, and it needed only a brief glance at the screen before the catchphrase of the comedian, or game show host, sprang into my head.

Clichés can be used as shorthand to explain a point succinctly. However, in speeches, they can become a millstone round your neck. Some speakers like to hit the ground running, so they grasp the nettle and in the final analysis, try to deliver deathless prose to the hoi-polloi.

Make no mistake, there's no hiding place, by and large, from an audience fed up to the back teeth with cliches. It's not rocket science (nor is it rocket salad) to paddle your own canoe.

You could be in a no-win situation, not to put too fine a point on it. So - don't get hoist with your own petard. Run something new up the flagpole and see if the audience salutes it. Think outside the box.     

Say something original instead.

The first time you appear on TV, you tell all your friends, and rightly so. The second time, you may just tell your family and a few people close to you. After that, it becomes part of what you do - if indeed there are "afters". Of course, one or two TV appearances may be good for the ego, but they are unlikely to do much good in terms of your business. You need to be seen often before you are recognised as the "go-to" expert on your topic.

You need to create and maintain a long-term relationship with the media. For example, you should have a media contacts file, where you record the name, email address, phone number and (most importantly) interests of every reporter that you come into contact with. You will then be able to send them stories (not facts, but stories) which they are likely to use.

Also, make sure that you give more than you get. When you come across something that may be of interest to a journalist, drop them a line, or an email, drawing their attention to it. Every month or two is fine (don't ever become a pest). As far as possible, never turn down a media opportunity. Even if it means doing a live interview from your mobile phone on a railway platform (as I did last week), try to be as helpful as you can



Remember to let the world know about your press and media coverage, by listing it on your website or in your sales literature. Be honest. Don't over-claim, but simply list your appearances. Don't ever put broadcast TV clips on your website without permission (rarely given, by the way). Instead, use text to explain your eloquence and expertise. If you can get a quote from the person who interviewed you, that is even better.

I have a confession to make. All of my close relationships are with people not logos.

I prefer to know who I'm talking to, especially on social media. Some companies understand this. Southwest Airlines for example. If you send a tweet to their helpdesk account, you receive a reply from a person, from a personal account with a picture and description. Not only are they very helpful, they are real.

I've noticed a tendency for even one-person businesses to represent themselves by a logo on Twitter and Facebook. Perhaps they think it makes them look like large corporations. I think it looks odd, especially if I know them to be sole traders.

The old phrase that people do business with people they like still holds true, especially in professional services.

It's difficult to get to know someone exclusively online. Some (like me) would say it's almost impossible to really know someone without meeting them. It's easy to include a bit of personality in your social media activity, and rather than stifle business, it will make people more likely to work with you. They want to know who you are.     

On Sunday, it's Wuthering Heights Day in Folkestone. Here's what happened last year.

Investing in a one-day course could save you a fortune one day. Just get in touch. 07986 852621

The information in this ezine may be freely re-used in any online or offline publication, provided it is accompanied by the following credit line - "This information was written by Alan Stevens, and originally appeared in "The MediaCoach", his free weekly ezine, available at www.mediacoach.co.uk."