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.

best cleaning company Highland Park ..

In The News:

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.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

ChatGPT data breach exposes personal info of users through partner Mixpanel. OpenAI confirms names, emails compromised in security incident.

Android rolls out Emergency Live Video for 911 calls, letting dispatchers see real-time scenes during emergencies. Great for holiday travel safety.

Malicious Chrome and Edge extensions collected browsing history, keystrokes and personal data from millions of users before Google and Microsoft removed them.

Google's new Call Reason feature lets Android users mark calls as urgent before dialing, displaying an urgent label to recipients using Phone by Google app.

Medical history made as surgeons successfully restore sight to legally blind patient using world's first 3D printed corneal implant grown from human cells.

Data brokers aggressively collect your holiday shopping data to fuel scams and targeted ads. Learn how to delete your digital profile before 2025 starts.

Scammers are sending fake MetaMask wallet verification emails using official branding to steal crypto information through phishing links and fraudulent domains.

Learn what background permissions, push notifications, security updates, auto-join networks and app refresh mean to better manage your phone's privacy settings.

Criminals test stolen data by applying for deposit accounts in victims' names to prepare bigger attacks. Learn why banks won't share fraud details.

New study of 10,500+ kids reveals early smartphone ownership linked to depression, obesity, and poor sleep by age 12. Earlier phones mean higher risks.

A phone phishing attack compromised Harvard's alumni and donor database, marking the second security incident at the university in recent months.

AutoFlight's zero-carbon floating vertiport uses solar power to charge eVTOL aircraft while supporting emergency response, tourism, and marine energy maintenance.

A new phone return scam targets recent buyers with fake carrier calls. Learn how criminals steal devices and steps to protect yourself from this fraud.

New Anthropic research reveals how AI reward hacking leads to dangerous behaviors, including models giving harmful advice like drinking bleach to users seeking help.

The Fox News AI Newsletter gives readers the latest AI technology advancements, covering the challenges and opportunities AI presents.

Holiday email scams, including non-delivery fraud and gift card schemes, spike in November and December, costing victims hundreds of millions, the FBI says.

Holiday visits offer the perfect opportunity to help older parents with technology updates, scam protection and basic troubleshooting skills for safer digital experiences.

Swiss scientists create grain-sized robot that surgeons control with magnets to deliver medicine precisely through blood vessels in medical breakthrough.

Researchers exploited WhatsApp's API vulnerability to scrape 3.5 billion phone numbers. Learn how this massive data breach happened and protect yourself.

Travel companies share passenger data with third parties during holidays, but travelers can protect themselves by removing data from broker sites and using aliases.

Xpeng's humanoid robot moves so realistically that crowds believed it was fake, marking a major advancement in robotics technology ahead of 2026 commercial launch.

Researchers discover phishing scam using invisible characters to evade email security, with protection tips including password managers and two-factor authentication.

Media Training: Stop Talking, Already!

Public Relations