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.

one time home cleaning Morton Grove ..

In The News:

The Berkeley Humanoid Light (BHL) is a lightweight, open source humanoid robot that anyone can build using 3D-printed parts and off-the-shelf components.

Meta’s new AI chatbot is getting personal, and it might be sharing more than you realize.

A new threat targets both Android and iPhone users: SparkKitty, a powerful mobile malware strain that scans private photos to steal cryptocurrency recovery phrases and other sensitive data.

Thanks to a team at the University of California, Davis, there's a new brain-computer interface (BCI) system that's opening up real-time, natural conversation for people who can't speak.

Privacy risks are hiding in plain sight, as your personal data is likely being collected, tracked, and sold without your knowledge.

VenHub, a fully autonomous, AI-powered smart store just opened at the LAX/Metro Transit Center in Los Angeles.

A woman's Facebook account takeover reveals dangerous social engineering tactics and provides lessons on recovery, avoiding scams and enacting stronger security measures.

Shanghai engineers are using 432 walking robots to relocate a complex, preserving Shikumen architecture while creating space for a modern underground hub and cultural center.

Major healthcare data analytics firm Episource had a cybersecurity incident exposing 5 million patients' medical records and personal information in recent breach.

A new sophisticated PayPal scam sends legitimate-looking emails from official PayPal addresses, using phone numbers instead of links to convince victims to download remote access tools.

Fox News' AI Newsletter brings you the latest on this rapidly evolving technology.

The innovative Kara Pod device extracts moisture from air to create mineral-rich water and brew coffee, featuring UV sterilization and compatibility with Nespresso pods.

Gov. Hochul unveiled New York's nuclear power plant project to power a million homes, which faces permit challenges while promising jobs and a cleaner energy future.

SAFE introduces Aerie, an underground luxury bunker combining high-end living with advanced security, wellness amenities and interactive walls simulating panoramic views.

A Facebook scammer posing as Elon Musk tricked a victim with promises of a Tesla and $250,000, requesting gift cards that become untraceable once the codes are shared.

Experience hands-free golfing with the Robera Neo smart caddie that uses AI to follow you, navigate obstacles and carry your clubs with GPS course mapping.

Cybersecurity alert: 16 billion passwords exposed in massive credential database affecting major platforms. Protect your accounts with password managers

The innovative BeBot robot uses electric power to remove pollution from shorelines, covering 20-30 times more area than manual collection while preserving wildlife.

A new ClickFix campaign targets macOS users with fake Spectrum support sites, tricking victims with CAPTCHA failures to paste commands that install information-stealing malware.

AI-powered autonomous trucks from Plus Automation are being tested across the U.S., Europe and Asia to solve logistics challenges while facing regulatory hurdles and labor concerns.

Your health information might feel private and secure with your doctor, but the reality is far more complicated. Data brokers collect a wide range of sensitive health data, from diagnoses and prescription details to personal identifiers, and sell this data to marketers, insurers, and other third parties.

Kepler Robotics has officially introduced its Forerunner K2 "Bumblebee" humanoid robot at the SAIC-GM automotive plant in Shanghai, marking a significant moment in the real-world deployment of advanced robotics.

Scammers never seem to be running out of new ways to try and get their hands on your money – and lately, they've been getting sophisticated.

Thirty people were injured and killed, though the exact number remains currently unknown, when a suicide bomber blew himself up in a Damascus church.

Unexpected password reset alerts signal potential hacking attempts or phishing scams. Learn how to respond and establish stronger security measures for your accounts.

Media Training: Stop Talking, Already!

Public Relations