Home
>
Public Relations
>
Media Training: Stop Talking, Already!

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOG

Edward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter's day in November 1863, he delivered one of the impassioned speeches that made him famous. His two-hour speech reportedly captivated the crowd.

The poor fellow who was scheduled to speak after him had only prepared a two-minute speech.

The man was Abraham Lincoln, and the speech was the Gettysburg Address.

Less is more.

ACCOMPLISH MORE BY SAYING LESS

Most interviewees are experts in their fields. They have a lifetime of acquired learning in their subject, and could easily pontificate for hours about even the smallest detail. Their expertise rarely fails to impress at dinner parties, and they are regarded as wise counsel amongst friends.

But in the setting of a media interview, they almost always say too much.

Perhaps they feel the need to demonstrate the depth of their knowledge in an attempt to build their credibility. Conceivably they think that giving a reporter extensive background is helpful. Or maybe their nervousness uncontrollably propels them to chatter endlessly. Either way, they've lost total control of their message, and are inevitably disappointed by their quote in the next day's paper.

An interview isn't about demonstrating knowledge ? it's about organizing knowledge. Instead of downloading raw information to a member of the press, interviewees should prepare no more than three main message points (single sentences) prior to the interview. During the interview, questions should be answered directly ? but quickly ? before segueing to a prepared message.

In general, try to keep your answers to 30 seconds or less; complicated questions can occasionally require up to a full minute. By doing so, the audience stands a much better chance of actually remembering your most important points. Remember ? even the smartest audience won't be able to recall everything you said. But they will remember the highlights ? if they remain unburied by nonessential verbiage.

THE LESS YOU SAY, THE LESS YOU STRAY

Another reason to "talk short" is that it limits your risk of saying something you'll ultimately regret. As an interview continues, most interviewees become more comfortable. That's a good thing. But too often, they become victims of what I've dubbed, "The Seven Second Stray."

The Seven Second Stray is the often inevitable moment when a comfortable interviewee makes a slightly sarcastic or flip remark. The spokesperson may have been on message for the other 59 minutes and 53 seconds of an hour-long interview. But I can almost guarantee that the reporter will ultimately use the less-than-favorable seven seconds. Why? Because it's unscripted, off-the-cuff and probably more dramatic than everything else you've said.

BILL CLINTON BOMBS

Before he became president in 1993, Bill Clinton was best known for his 1988 nominating speech at the Democratic National Convention.

His speech droned on for more than an hour. Television cutaways showed delegates of his own party nodding off. When he finally uttered the words, "And in conclusion," the delegates cheered wildly.

A few nights later, he appeared on Johnny Carson's "Tonight Show." Carson's first question? "So, governor, how are you?" Without pausing, Carson reached under his desk, pulled out an hourglass, and turned it upside down. The audience roared.

Less is more.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information or to sign up for free monthly media relations and media training tips, visit http://www.phillipsmediarelations.com.

family-safe home cleaners Morton Grove ..

In The News:

Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.

New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.

The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.

San Francisco Giants invite Jamie Grohsong to throw ceremonial first pitch at Oracle Park after he learned to play baseball with a bionic hand following an injury.

FBI warns cybercriminals are stealing family photos from social media to create fake proof of life images in virtual kidnapping scams targeting victims.

Instagram's new 'Your Algorithm' tool lets you control your Reels feed in real time. The app now gives you power to customize what videos you see.

Major Marquis fintech breach exposes 400,000-plus Americans' data through unpatched SonicWall vulnerability, with Texas hardest hit at 354,000 affected.

Free up iPhone storage fast by clearing large photos and videos from Messages app. Simple steps for iOS users to delete attachments without losing chats.

Scammers are flooding inboxes with fake tracking alerts that mimic real carriers, exploiting the holiday rush to steal logins and personal data.

The Fox News AI Newsletter brings you the latest news on AI technology advancements and the challenges and opportunities AI presents now and for the future.

Texas family reunites with missing 11-year-old cat Grayson after 103 days using Petco Love Lost's AI photo matching technology and community help.

Tired of AI customer service loops? These insider tricks help you escape "frustration AI" and get real human help when you need it most for urgent issues.

Unlock richer audio from your streaming apps with simple tweaks to volume normalization, equalizer settings, and quality preferences for cleaner sound.

Scammers are sending fake Facebook settlement payout emails that mimic legitimate notices from the privacy settlement administrator to deceive users.

Holiday shopping scams surge as fake refund emails target distracted consumers during Black Friday and holiday seasons, costing Americans billions annually.

The AI-powered IRMO M1 exoskeleton features four modes, including turbo, eco, training and rest for hiking, running, cycling and sports with eight-hour battery life.

OpenAI announced upgrades for its ChatGPT Images platform on Tuesday, saying the program can now make more precise edits and produce images more quickly.

Chrome for Android now turns web articles into AI-powered podcast conversations. Get hands-free browsing with Google Gemini's natural audio summaries.

LastPass faces $1.6 million fine from U.K. regulators after 2022 data breach exposed 1.6 million users. Password manager failed proper security controls.

Petco disclosed a data breach exposing customer Social Security numbers, financial account details, and driver's license information due to a software error.

Baseball teams can now analyze complete swing mechanics in normal training environments using Theia's markerless AI system that processes standard high-speed footage.

Smart home hacking fears overblown? Expert reveals real cybersecurity risks and simple protection tips to keep your connected devices safe from hackers.

MIT develops needle-free glucose monitor using light technology. Revolutionary device could replace painful finger pricks for diabetes management.

The ClickFix campaign disguises malware as legitimate Windows updates, using steganography to hide shellcode in PNG files and bypass security detection systems.

Researchers from Osaka Metropolitan University designed a 21-foot dome that combines aquaculture and hydroponics to create a self-sustaining urban food system.

Media Training: Stop Talking, Already!

Public Relations