When an attack occurs at the heart of a capital city, the leader of the country is expected to make a statement. Prime Minister and MediaMaster Theresa May did just that, in absolutely superb style. She addressed the Commons on Thursday morning with great emotion and resolve. "We meet here in the oldest of all parliaments because we know that democracy and the values it entails will always prevail," she said. "Those values - free speech, liberty, human rights, and the rule of law - are embodied here in this place but they are shared by free people around the world. Yesterday an act of terrorism tried to silence our democracy, but today we meet as normal, as generations have done before us and as future generations will continue to do, to deliver a simple message: We are not afraid and our resolve will never waver in the face of terrorism." They were the right words at the right time.

The MediaMug was easy to find this week. Normally, post-match interviews with footballers are fairly dull affairs. However, a South African footballer called Mohammed Anas won the man of the match award and decided to thank those who had supported him in his career, including his "wife and girlfriend". Oops. As of now, there is no news from either his wife or girlfriend about their reaction. I wonder what they thought?

MY FRIEND MIC

Most speeches are delivered via microphones. They are nothing to fear, but simply a device to amplify your voice. Alas, many speakers are afraid of the mic, and don't know how to use it. Here's a guide to using different types of mic.

1) Podium mic If you have a choice, avoid this type. It fixes you to the spot, usually behind a lectern, and prevents you from looking to the side, or behind you at a screen, since your voice will disappear. If you have to use one, stand tall and let the technician adjust the sound. Never lean into the mic, and never, ever tap it and say 'Is this on?"

2) Handheld mic This may seem a restriction, since one of your hands is occupied, but that can be an advantage, especially for a nervous speaker. You do need to practice holding it at the right distance from your mouth, so you need to rehearse. At the rehearsal, make sure you know where the on and off switch is since it may be handed to you in the "off" position.

3) Lapel mic Also known as lavalier mics, these can be very useful if you want to wander around, and incredibly good if you use props. There is still the danger of losing the sound if you turn your head, so some practice is required. If you wear a lapel mic for a long time, have the batteries checked every so often - they won't last for a full day.

4) Over the ear mic Sometimes known as the "Madonna" mic, these are increasingly common. They are superb for dancers, since the mic is always close to your mouth. Some speakers carry their own modified over-ear mics so they become used to wearing them. They can be a little uncomfortable with prolonged use, so try them out for a while before you wear them for a speech.

Whatever type of mic you choose, practice with it first. Never use a mic for the first time in front of a live audience.

THE EDIT POINT AND THE SOUND BITE

The news media thrives on sound bites. Although many people dismiss the "sound bite culture", it's simply a fact of life. If you want your words to be repeated on news bulletins and in newspaper stories, you must be able to deliver a short, pithy quote.

But there's another important element; the edit point. In order for a sound bite to be used, it needs to be clean sound. In other words, it should be your voice only, preceded by a short silence. Unfortunately, many interviewees start talking before the interviewer has finished the last word of the question. It may be down to nerves, enthusiasm or simply lack of awareness. There is also a tendency to interrupt the questioner in order to make a point. Alas, there's no way of extracting a sound bite from either interaction.

Keep the edit point in mind at all times, in all interviews. Anything you say might become a great sound bite, so you should ensure that you never interrupt or talk over someone else.

Finally, there's nearly always an opportunity at the end of an interview to deliver a sound bite. Your cue is often the word "briefly". Take note, and deliver a ten-second summary of your argument. There's an excellent chance it will be used again, giving you extra media coverage.

I SAW YOUR NAME SOMEWHERE

Classical marketing relies on campaigns, measurement and evaluation. Different types of advertisement are tested, different mailing times evaluated, and even the position of a stamp on an envelope (honestly, I was part of a campaign that tested this) measured. However, social media doesn't work like that. While some marketers claim to be able to measure the exact return on investment (ROI) of money and time spent on social media, the jury is still out.

There's an old marketing adage "If you can't measure it, you can't manage it", and that's what often frustrates companies who engage with their customers on social networks. It's tough to measure, and very difficult to manage. That's why some companies dismiss social media activity as not being worthwhile.

However, some brands, like Dove and Royal Dutch Airlines, make extensive use of social media to create buzz around their brands, and sell more products as a result. Not all of us have their resources, so what can we do to emulate them? One word - ENGAGE. It doesn't matter what social network you use. If you have the opportunity to help someone and demonstrate your expertise, take it. One day you will hear the words from someone enquiring about your services - "I saw your name somewhere, and I thought we should talk".

Cats are big online, if you see what I mean. So are kittens. Here's a site built by someone with way too much time on their hands.

Book now - only six places left for May 9th at Theatre Royal.

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."