The MediaCoach

Hi John,

Words matter, especially if you are a government minister. Actions matter too, especially if you are a government minister. It's been an interesting week in politics. hasn't it? I suspect we haven't heard the last of either the words of Boris Johnson or the actions of Priti Patel. In an unrelated but equally prominent story, the past actions of people like Kevin Spacey have also been called into question. I suspect quite a few people are thinking back to their past activities with more than a little concern.

When I'm speaking with clients about reputation issues, I ask them to apply the "Private Eye" test. If their conduct appeared in the pages of that satirical magazine, how would it look? It's not whether what you do is illegal, or even immoral, it's how it looks to other people that matters. Time and again, politicians and famous people think they can get away with behaviour most of us find unacceptable. Sometimes they can, but in these days of closer scrutiny, they need to be a lot more conscious of how they are seen.

This week's interview on the Media Coach Radio Show is one from the archives that several people asked to hear again. It's social media guru Elise Quevedo, who I met at an event in Macedonia last year. There's also a great song from Steely Dan admirers the 1957 Tail-Fin Fiasco (probably the first time that sentence has ever appeared). They will be live at the Wanstead Tap this evening - maybe see you there?
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The MediaMaestro this week (thanks to Simon Madrell for the name change) is singer Sia, who posted a nude photo of herself on Twitter after learning that someone was trying to sell the image for profit. "Someone is apparently trying to sell naked photos of me to my fans. Save your money, here it is for free. Everyday is Christmas!" Sia, who is known for wearing wigs that cover her face in her music videos and live performances, wrote on Twitter Monday night. Well done to her. The best way to deal with blackmailers is to call them out.

The MediaMug is Boris Johnson, who despite being at the head of the UK's department for diplomacy, seems to lack any diplomatic skills himself. His comments last week about imprisoned Iranian/British woman Mrs Zaghari-Ratcliffe were very unhelpful. The Foreign Secretary told a select committee that Mrs Zaghari-Ratcliffe was training journalists, when her case has always been that she was on holiday in Iran. Mr Johnson has admitted he "could have been clearer" in his comments about the 38-year-old charity worker from Hampstead, north London, and was "sorry" if his remarks were misconstrued. That's a position a Foreign Secretary should never experience.

BEING THERE, VIRTUALLY

I was presenting virtually this week. It's something that happens more often, and will continue to be a requirement for speakers, I'm sure. Here are some tips for virtual presenters:

1) Get the right technology. A reliable connection is a must. So is high-quality sound. Good virtual presenters will have a hard-wired, high-speed internet connection and a good external microphone.
2) Have a great YouTube channel. Meeting planners can make a good assessment of your on-screen skills by looking at how you communicate on video. More on this in a moment.
3) Engage your audience at all times. Use social media to start and maintain a discussion with your audience before, during (yes, during) and after your presentation.
4) Ensure you have the key skills. You need confidence, the habit of looking into the camera at all times, limited use of notes and the ability to "project" into the room.
5) Know the software. Every technology requires some knowledge and experience to make best use of it. Whether you are using Zoom, Skype, GoToMeeting or any other system, ensure that you know how to use it effectively.
6) Get some training. Virtual presenting requires some skills that need to be learned. Any presenter who has had no training at all is going to struggle at some point.

TWO HABITS OF HIGHLY EFFECTIVE MEDIA SPOKESPEOPLE

1) Do your research. Whether you are interviewed on radio, TV or by a print journalist, there are several pieces of research you should do, to find out, at the very least:

2) Remember why you are there. An interview may lead to good publicity, but it isn't a chance to advertise. You are there to give simple, valuable responses that are of interest to the audience. People want to hear your insights, expressed in a way that they understand. Keep your audience in mind at all times, and your interview performances will always be on target.

GO NARROW, GO DEEP

There's a belief around that you need to be on as many social networks as possible, and automation can help you to do so. The theory is that having a presence in dozens of places will help to raise your profile to generate business. I'm not convinced. It seems to me a much better strategy to concentrate on a handful of networks, and become really well-known by a much smaller audience.

It's widely accepted that business comes from strong, trusted relationships. It takes time and effort to build and maintain such links, and you need to be taking part in the conversation, not just broadcasting messages. I focus on just three social networks (as do many people); LinkedIn, Facebook and Twitter. There are one or two other specialist networks I visit from time to time, but over 80% of my social networking time is spent in the big three.

You may have one network only that you spend almost all of your time on. If it works for you, stay there. Becoming well-known in a single community will lead to a high level of trust, especially if you don't indulge in constant self-promotion. Visit your preferred network regularly, offer help, answer questions and get to know others in the community. It's perfectly OK to mix business and social postings too. If you are happy to share your interests outside your line of work, it helps people to see you as a well-rounded individual, and further increases your authenticity.

Having a narrow focus, and demonstrating the depth of your expertise, will pay dividends.

I've no idea what this is all about. Weird. But strangely interesting.

I can help.

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."