Building and Protecting your Reputation |
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So more local lockdowns in the UK. It seems inevitable to me that a national lockdown is imminent, since this thing isn't going away without a fight, if it goes away at all.
I've just been and had my flu jab, which is something I'd urge you to do if you are in any of the groups seen as vulnerable. I know there are some people who think that vaccinations have some kind of sinister purpose, but I'm happy to do anything to increase my chances of staying fit and well.
I hope you're fit and well too. |
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A package arrived for me today. It was a replacement for a book that I lent to someone a while back, but I can't remember who it was. If it was you, don't worry, you can keep it.
It's called Marketing Lessons from the Grateful Dead, by David Meerman Scott and Brian Halligan. It's one of the best books on marketing I've ever read.
It details how the 60s band from San Francisco, The Grateful Dead, broke all of the rules about marketing that people believed. They encouraged people to record their concerts, and to share the recordings with each other. They gave away a lot of stuff for free. They had very little merchandise for sale. But they developed such a loyal following of fans, that everywhere they played, massive crowds paid to see them.
In short, they anticipated a lot of what people are doing now. It's a great read too. |
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Madeleine Black was a victim of a crime that left her silent for many years, but has now found her voice and intends to use it.
Not just for her, but for so many who can’t find theirs yet. She chose to forgive the two men who gang raped her when she was thirteen years old and she shares her story for many reasons.
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The MediaMaestro is footballer Marcus Rashford MBE.
He prompted a Westminster government U-turn on free meals over the summer holidays, says some cannot focus due to rumbling stomachs.
Stepping up his child poverty campaign, he is urging UK ministers to offer free meals to 1.5 million more children.
He has formed a coalition of food campaigners under the name #endchildfoodpoverty, is now mounting a petition to Parliament.
The petition calls for free school meals to be available for every child from a household on Universal Credit or equivalent.
This would mean the meals reach an additional 1.5 million children aged seven to 16, his campaign said.
He is skilled at using the media to get results. I wish him every success. |
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The MediaMug is CyberFirst, a programme led by the National Cyber Security Centre to encourage young people to get into tech.
They produced a much-ridiculed advert of a ballet dancer, with a suggestion that she might change careers.
A No 10 spokesperson said it was "not appropriate" and had been taken down.
The ad, the latest in a long-running campaign to promote cyber security jobs, sparked a social media backlash.
It had already been disowned by Culture Secretary Oliver Dowden, who said the "crass" ad did not come from his department.
Acclaimed choreographer Sir Matthew Bourne was among Twitter users criticising the advert, asking in a tweet: "This has to be a joke? Right?"
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Speaking Tip - Play your inner speaking game |
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Some years ago, there were a couple of books by W Timothy Gallwey that were on the bookshelf of every sports coach. They were The Inner Game of Golf and The Inner Game of Tennis. The inner game principles are to do with overcoming self-imposed obstacles like fear, doubt and low self-esteem, and focusing on achieving the best possible performance. The techniques are now used not only in sports coaching, but also in life and business coaching.
I read the books in the 1970s, shortly after they were published, and recall how the phrase "swing, hit" was used to describe the rhythm of both tennis and golf shots. There was also the description of how a professional golfer stood on the tee and visualised where the ball should land on the green, while an amateur visualised it landing in the lake. Both often ended up achieving their visions.
So how does this help on stage? Here are some ideas:
- Before you speak, imagine a huge round of applause at the end
- Focus on your delivery style
- Remember what worked before, and do it that way again
- See your audience as friends, not enemies
- Be in the moment
- Speak at a slow, even pace
- Take the audience on a journey with you and "show" them things
- Laugh
- Try out new things
- Give the audience time to react, and show you enjoy their response
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Media Tip - As I was saying earlier |
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There are a few remarks that you should remove from your vocabulary when you are being interviewed by a reporter. Here are five phrases that don't pay, and why to drop them.
1) As I was saying earlier If you deliver a superb answer to a question, and preface it with this phrase, it can't be used as a clip on its own. One of the elements of a great interview is to give answers that can be clipped and used later in the day. It also sounds a bit dismissive, suggesting that the reporter wasn't paying attention. Treat every answer as your only answer.
2) Your view is completely wrong No it isn't. The reporter is not there to express their personal view. They are there to offer an alternative view to yours, so that you can respond. Never get personal with an interviewer, but focus instead on what they say.
3) I've answered that in many other interviews That doesn't matter, since you're in this interview now. It may be the only time that a listener hears you speak. You may be tired of saying the same thing in one interview after another, but you have to keep it fresh every time.
4) I have no opinion on that Oh dear. Then you need to think of one, and quickly. You've been booked because of your views, and probably had a briefing chat about them. If you stonewall when you go live, it may be the last interview you ever do.
5) You're asking the wrong question There are no wrong questions. You are there to respond to whatever is asked. If you can't think of anything, simply repeat your core message. Never, ever complain about a question.
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Social Media Tip - Throw a party |
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Running an online event is a bit like hosting a party. You need a venue, you need to send invitations, there must be some entertainment, you need to keep people in order, and you need to follow up afterwards. So whether it's a Zoom call, LinkedIn live or Facebook Live, here are some things to make sure the party goes well.
1) Venue. Think about where your actual and potential customers are. That's the place to run your event. It may be possible to attract them to a Facebook Live, but if they aren't using Facebook, it may be better to run a webinar that's easier to participate in.
2) Invitations. Make sure these go out well before the event so that people can put the date in their diary. You will need to send reminders (not too many) as well, to pick up those who are interested, but failed to see or act on the initial announcement.
3) Entertainment. You don't need a DJ or a band (but there are some good ones onlne). You do need something that people find interesting and useful, which is the content you provide. It is up to you to make it somewhat entertaining, so if you find it tough to deliver in anything other than a monotone, have someone else on hand to work with you. It's often much easier, as well as being more engaging, to have two presenters.
4) Keeping order. Sometimes, discussions will go off-topic. You need to have a polite and diplomatic way of bringing them back to the main topic. In extreme situations, you may have to eject someone, but starting a fight is never a good idea.
5) Follow-up. After a party, it's often the guests who thank the host. Online, it's usually the other way round, since you want to keep in touch with participants to find out what they thought, and invite them to future events.
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2020 marks 60 years since the recording of Ben E. King's seminal single 'Stand By Me.'
It is Whispering Bob Harris' favourite song of all time.His company, Under The Apple Tree, is organizing this fundraiser on behalf of Help Musicians.
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Running an online event ? |
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An online event to plan? I can help.
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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." |
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