Prior to the SuperBowl last weekend, concerns were expressed that the half-time performance by MediaMaster Lady Gaga might have been a political statement. In the end it wasn't (at least overtly), but it did represent a triumph for the performer herself who put on what the New York Times described as "a hell of a show". From her patriotic songs, to her leap from the stadium roof, to her mic drop when she dived off the stage to catch a football, it was a masterpiece of showmanship, and a homage to her inspiration, Freddie Mercury. Well done her.

MediaMug (and media giant) Google has caused problems for many staff in the National Health Service, as it has mistaken their activity for a cyber-attack. Medical staff have been asked to confirm that they are not robots in order to get access to the search engine. An email sent to staff from the IT department at one NHS Trust said: "Google is intermittently blocking access due to the amount of traffic from NHS trusts nationally. This is causing Google to think it is suffering a cyber attack.We are advising staff to use an alternative search engine ie Bing to bypass the problem." Google said its systems were working correctly. I guess they are so big you can't even argue with them.

HOW TO BE CHURCHILLIAN

Winston Churchill was a fine orator. I'm often reminded of him since he was the MP for my part of London, and his statue is just up the road. Here are a few tips to help you emulate him in your speeches.

1) Rhythm and Repetition. Like many great orators, Churchill loved to deliver repetitive phrases that gave his speeches an almost musical rhythm. Here's an extract from his "Fight them on the beaches" speech. "A miracle of deliverance, achieved by valor, by perseverance, by perfect discipline, by faultless service, by resource, by skill, by unconquerable fidelity, is manifest to us all." The repetition of "by" and the wonderful language used makes the words sing.

2) Analogy. Churchill was an expert at delivering a ringing phrase that became what we'd now call a meme. For example "an Iron Curtain" or "the Few". You may not be able to deliver phrases that are so widely used, but consider what analogies you can invoke to make an idea more memorable.

3) Cut, and cut again. The length of your speech is not a measure of its impact. Churchill used to pare down his speeches to the bare minimum by taking out every word and phrase that didn't support the main message. It meant that his speeches were often only a few minutes long, but they were immensely powerful.

4) Try out phrases beforehand. Churchill was well known for asking friends what they thought about elements he was considering using in a speech. He would test phrases over and over again, and use them only if people reacted well. Never be afraid to try out parts of your speech on people you trust - and take their advice!

THAT'S NOT WHAT YOU SAID BEFORE

Your media legacy can sneak up and bite you on the bottom (metaphorically speaking). Broadcasters employ researchers who are very good at keeping records and searching through archives to find your previous public statements. Many a company spokesperson or politician has squirmed in their chair as a clip is played of them saying exactly the opposite to what they'd planned to say in a live interview.

The best defence, of course is for you to have already checked the records. That means you or your organisation has to keep a record of all media contacts in a form that is quickly and easily searchable. It's not very time-consuming to keep records, but it does need to be done immediately after every interview, and someone needs to be responsible for it. I offer a template to all my clients for just that purpose, so drop me an email if you'd like a copy.

However, if you do find yourself in the position of having to reverse your view on something, there are ways to handle it. The most obvious way is to point out that circumstances have changed, so your position has altered too. Alternatively you could make light of it, saying something like "Ah - that was when I was young and foolish". Of course, the best way is to anticipate the issue, and have a robust reason for change.

Before every interview, make sure you are always aware of your media legacy.

PLOUGH YOUR OWN FURROW

This week, I was in Leeds speaking to a group of fellow professional speakers about storytelling. After the event, we gathered in the bar for a couple of adult beverages, and I was asked whether I could tell a story or offer any tips based on any topic. I suggested that might, so "tractors" was suggested. I said I'd put it in my next ezine, so here it is.

1) Get the timing right. My first father-in-law (yes, that does make sense) was a farmer. I used to walk the fields with him in the Cotswold hills. One morning, we spotted another farmer with his tractor immovably stuck in a muddy field. My father-in-law sighed. 'There's a time to plough" he said. In a tenuous link to social media, there's a time to post too. Get it wrong and your tweets will just stick in the mud and go nowhere.

2) Use the right tools. On a farm, everything has a purpose for which it is fit. That's why there are so many attachments for tractors lying around. Online, you need to use the right tools to create and monitor your posts.

3) Don't damage the crops. Farmers always use the same size tractor throughout the year, so that the wheels run on the lines between the crops. When you are creating online content, don't contradict or undermine material you have posted before. Cultivate all your content.

OK, some of those links were a bit stretched. But I think I met the challenge, eh guys?

There's always plenty to do online. Even when you think there isn't. Here are 25 sites to overcome boredom.

Simple, practical advice.

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."