How To Be More Media Savvy

Today’s presenters need to have broadcasting skills. I’ve been saying that for years. Even if you don’t do media interviews, you may give a presentation through videoconferencing, livestream, elearning, skype, or a webcast. There’s no avoiding it.  You need to know how to present yourself on camera. Even job candidates are being interviewed through video. And if you’re speaking at a conference, you may be filmed or asked to give some comments on video.

When your 15 minutes of fame arrives will you be ready?

To learn how to shine in media, watch my interview with Employment Law Today.  You’ll gain practical tips you can apply to your next video appearance.

You’ll learn:

• The biggest mistake in a media intervew
• How to handle difficult questions
• The difference between speaking to a live audience and speaking on television.

Public Speaking in Soundbites

Are you able to get to the point? Do you know how to speak in soundbites? Speaking in soundbites help your message land. I created a video book of public speaking soundbites from a recent presentation:

How many times have you heard a presentation only to have your eyes glaze over? The speaker takes too long to get to the point and your brain simply shuts off. Overtalking is deadly when trying to get approval for an idea or when selling your product or service.

And it happens in networking meetings.People deliver a verbal resume instead of an elevator pitch. By the time it's the last person's turn it's time to go home. What many people don't understand about public speaking and clarity is that less is more. Some public speakers give so much detail that the listeners need a machete to cut through all the verbal weeds. To avoid going down a rabbit hole and losing your audience forever, try speaking in soundbites instead.

A soundbite is a short sentence or phrase that is easy to remember. I media train clients who have television interviews to speak in soundbites.The goal of a media interview is to provide "quotable quotes" that contain your message points. Soundbites make the message memorable.

Contrast these two messages:

"You need to learn to be a better speaker because you'll have to go on interviews and sell your ideas and there is a lot of competition and it will be harder to get the job or get promoted if other people speak better and you don't sound confident or clear, or concise so you should practice or take classes so you're not left behind."

"Speaking is the new competitive advantage"

Which do you remember? Which can you repeat?

So when it comes to communication and making the message land, Less is More.

What's your favorite sound bite? Comment below.

Don't Let What Happened to Michael Bay Happen To You

What's a public speaker's worst nightmare? It's what happened to Michael Bay. Going blank and not knowing what to do can cause any speaker to freeze with fear. I saw this happen during the December holidays at a networking party. The event took place in a large store with a winding staircase in the middle of the room. Each speaker climbed a few stairs and then talked to 50 women who were standing around. The third speaker ascended the stairs and began to talk about hair care. He started out fine. But a few minutes into it he said, "I'm sorry " and left the building. We didn't know what hit us.The audience didn't see that coming. But something happened inside to trigger a panic attack. Michael Bey was interrupted by the emcee, lost his place on the teleprompter and couldn't recover. He walked off. It was a painful moment for him, the emcee, the sponsor, and the viewers. What could he have done? What would you do?

http://www.youtube.com/watch?v=XlC-VIX9Gyg

The best preparation aside from rehearsing is to know your worst case scenario and plan a recovery strategy.

Have a Backup Script-If you ever speak from a teleprompter, have a back-up script.  Although not ideal, Michael could have taken the script and continued the presentation.

Play it Again Sam-If the technology goes down or the teleprompter malfunctions, call it out and ask them to restart. I once saw a Miss Universe pageant. The contestant began her presentation in English and then got flustered. Instead of dying on the platform, she announced that she was going to continue in French. The audience encouraged her with applause.

Stop and Breathe-Public speaking success is not guaranteed. If you experience brain freeze, take a moment to focus on your breath. This will help you come back and regain your composure. People walk off in a panic because they don't know what to do. Too many public speakers fear silence. So they exit the stage. You don't have to act immediately. Pause and breathe to come back into your body.

Fire an Anchor-This takes preparation. Create a physical anchor, or word that will trigger you back into confidence. Fire it and expect to experience a state of excellence where you have that "can do" attitude. You can give fear the finger.

Let Go and Go with the Flow-When disaster strikes, take a lesson from martial arts. Don't fight against the energy. Use it. Disarm your opponent. In this case, the opponent is fear.

The best public speakers are prepared and then let go. Nobody is better at this than Bill Clinton. During one of his presidential speeches he realized that somebody put the wrong speech in the teleprompter. He was able to wing it until Hillary could notify the person responsible. .If you're wedded to every word you will have a difficult time as a public speaker.

When Michael's speech was out of sync with the teleprompter, the emcee asked him a question about the slides.That was the opportunity to let go of the script and to have a conversation.The presentation could have morphed into an interview and Mr. Bay could have remained on stage.

The Lesson? In the arena of public speaking, it's not always what you say, it's how you recover. If at all possible, avoid using a teleprompter. Be prepared and know this too,will pass.

What was your worst public speaking moment? What did you do?

10 Presentation Trends for 2014

In 2014 presentation skills will reign supreme. Leaders and entrepreneurs will need to be more visible across different media platforms. Speaking is the new competitive advantage and the bar has been raised. Here are the trends in presentations that I predict for 2014.

1. Broadcasting skills - Whether you're an entrepreneur or employed by a company, expect to have your 15 minutes of fame.Today's presenters need broadcasting skills. Media training will become a vital success skill even for those who do not speak to the press. I'm currently coaching a client to lead quarterly webcasts. Five years ago this senior executive wasn't doing any broadcasting. This client has since been filmed for executive promotional videos. Video presentations will increase in popularity. I use eyejot.com to send quick video emails. Videos can be very effective or very detrimental if you have weak presentation skills.
2. Mobile presentations - Mobil technology is exploding and the number of apps is growing. This will require adjustments in the way we communicate. Slide shows and websites must be adjusted for mobile devices.The key word in presentations is portability. On a personal note, I now videotape my coaching clients on the ipad. The quality is as good as a video camera and it's easier to transport.
3. Increased Need for Speaker Training - The need for excellent presentation skills will increase.due to the competitive nature of the market. Products and services can quickly become commodities and in order to be persuasive, presenters will need to know how to capture and hold the ear of the listeners.
4. Self marketing presentations - Personal branding will become even more important. In a crowded market place where good jobs are at a premium. Job candidates will have to master marketing and selling. That means understanding what makes them unique and how to position themselves, their message, and their value with clarity and impact. Lack of confidence will be the deal breaker. Speakmarketing will be a growing factor for small business success. Presently, I'm coaching  small businesses to develop webinars to grow their businesses.
5. Storytelling - Telling stories will no longer be the domain for the talented few. Leaders will be challenged to learn the art of storytelling to develop trust, express their vision and to lead their teams. And storytelling skills will be the differentiater in the job interview.Certain companies such as Pepsico, have a culture of storytelling. The best interviewers will invest in public speaking coaching to learn to tell their story instead of presenting their resume.
6. Authenticity - Audiences are more sophisticated and less tolerant than ever. They want to know who the speaker is as a person.Do they walk their talk? Audiences will value  presenters who are real versus a just-the-facts approach. I was asked to coach somebody who had a well-crafted PowerPoint deck but delivered it like a talking head. Listeners are thinking "Who are you?"
7. Increased Audience Interaction - The key word is connection. In a society where there is less time for socializing and more stress, people want to have an experience and participate with the speaker. Watch for increased live polling, tweeting, live streaming,and audience participation. Technology will level the playing field as speakers can now use inexpensive polling software on their mobile devices.There will also be an increase in virtual presentations. I'm coaching more clients remotely due to technology tools.
8. Less Fluff More Value - Motivational speakers will always be popular as long as the human soul craves uplifting messages. But today's presenters need more than a string of 'feel good" stories. They must be able to provide value, tips, strategies, action steps, a different way of thinking along with those stories. Audiences are more demanding.
9. Shorter Keynote Speeches - The 18 minute TED-like talk will become more commonplace. This is already happening at conferences. Instead of the one to three hour breakout sessions, event planners and audiences are opting for a series of shorter talks.
10. Continuity - The old transactional model of giving a one hour presentation and then return to business as usual,  will give way to the idea of continuity.The message will continue after the event or meeting with additional contact and add-on resources. Despite the fact that younger audiences are leaving facebook, social media will continue to be an important communication channel for staying connected. However, people will consider the return on their time and become more focused and narrow in their social media communication.

All of these trends can be summarized in one idea: Public speaking is more important than ever. The need for excellent presentation skills is not going away. It will only increase in 2014 and beyond. Just as with technology upgrades,presenters will upgrade their public speaking skills or risk becoming obsolete.

How to Get Your Message Heard

The Chinese proverb says a picture is worth a thousand words. IMAGINE how many words a video is worth. For years I've been saying that speakers will need broadcasting skills. Well, the future is now. Recently, I was asked to do a live stream webinar to sales teams across the country. I've also been coaching a senior executive on her internal quarterly webcasts. And I predict there will be more requests for employees and entrepreneurs to do video presentations.

Video is a powerful medium for getting your message across.

Video use is skyrocketing.

• YouTube is the second largest search engine after Google.
• Close to 80% of people watch online videos at least once a week. (Online-publishers.org)
• Videos in emails can double the rate of response. (Getresponse.com)
• Videos are shared 12x more than links and text combined. (B2Bmarketing.net)
• Online video viewing increased by 38% between May 2011 and May 2012. (Comscore)

So we know video works. But it can work against you if you don't know how to present on camera. Here's how to get your ideas across on video:

• Keep it Brief. Don't put your entire presentation on video. Edit and display video segments.
• Speak in sound bites. It will make the editing process easier. Sound bites are memorable.
• Make an eye connection. If you are broadcasting to a remote audience, look directly at the camera. Your viewer should feel as if you're talking just to them. Have a conversation. If you are videotaping your presentation, look at your live audience.
• Light it up. You can buy a special lamp for your desk that will provide softer lighting and make you look more professional. (Harsh lighting can make you look ghastly.)
• Use a microphone. You can purchase inexpensive clip-on mics which amplify your voice and cut down on background noise.
• Content matters. Provide value for your listeners. If your content is compelling, they will want to hear what you say. Speak in terms of their self-interests.
• Let video tell your story. Video provides a consistent message to a wider audience.

Whether you're communicating virtually, selling a service or product, or giving internal webcasts, when video is done well, it is one of the best ways to get your message heard.

Obama Needs to Fire His Debate Coach

The first presidential debate on October 3, 2012  belongs to Mitt Romney. It was a clear win in terms of content and delivery. Both candidates began cordially and gracefully. The President acknowledged his wife on the evening of their 20th anniversary. Mitt Romney also congratulated him and quipped about how Obama probably didn't want to spend a romantic evening on stage with him. Both candidates are skilled public speakers. They each looked presidential but Romney owned the room with his rapid fire responses, his knowledge of the facts, and his aggressive approach. He seemed more relaxed and natural and was finally able to humanize his image by talking about people he had met on the campaign trail and correcting any inaccuracies about his policies. What was especially effective was his ability to speak crisply as he quickly enumerated three to four points he wanted to make. He made direct eye contact with Obama and his passion was evident. Gone was his robotic delivery.

What was missing last night was President Obama's trademark confidence. He looked downward as Romney was speaking. His body language was weaker than expected and he would have been better served by standing with his shoulders back and making direct eye contact. He still needs to speak more crisply to be more impactful.

The real loser in this debate was Jim Lehrer, an accomplished journalist and moderator who seemed to be off his game. He acknowledged they had gone over their time and Romney seemed to take advantage of Lehrer's loose time-keeping.

As in any speech, or media presentation, public speaking skills are very important. But visual images can send a strong message. At the end of the debate, Michele stepped on stage to greet her husband. At the same time, Romney's wife and five sons joined him on stage for a victory hug creating an image of strong support.

Romney won the first debate on domestic policy. Will he be able to keep the momentum in the second debate? Will Obama rise to the challenge? What do you think?

Why Romney's Presentation Failed And What He Can Do About It

The political stage is a fascinating study of the power of the presentation. When it comes to public speaking and media training, Romney has two areas to address. Unless he can improve these two areas, he will plummet in the polls.

The first area is language.

Romney's recent remarks which were secretly recorded have been replayed continuously in the media. He stated, "There are 47% of the people who will vote for the president no matter what." If Romney had made that one statement his presentation and media image may have been salvaged.

His presentation derailed with this next statement.  "There are 47% who are with him, who are dependent on government, who believe that, that they are victims, who believe that government has the responsibility to care for them. Who believe that they are entitled to health care, to food, to housing."

His first statement that 47% will vote for the president is a marketing decision. He's saying that's not his target market. In any campaign, the candidate or marketer will focus time, effort, and money where there will be the greatest return. In other words, he knows they're not his fans.

The second statement felt like an attack and many people reacted negatively. Given that part of the 47% are elderly it sounded callous although that was not the intent.  A good media trainer would advise him to quickly apologize for misspeaking and to reword his statement. The challenge for all politicians and any public speaker in the limelight is that the media can take one soundbite and kill your reputation. Persons in the eye of the media must remember that they are always being recorded and that even speaking one-to-one is public speaking.

Remember when Jessie Jackson was a presidential candidate and made a religious slur in New York City? He was talking to an individual and someone in the crowd overheard him and reported it. Although he wasn't recorded, it had the same effect on his presentation and reputation.

For the non-famous public speakers, once you leave the stage, you're forgotten. But if you're a politician the media will replay and spin your presentation into the stratosphere.

The second area is delivery.

Romney looks and speaks like an executive. But like Al Gore, he appears stiff. When he says he cares about the poor and middle class the message lands as facts rather than warmth. Yet, when he's on a talk show he's more relaxed and his personality comes through. As a public speaker he needs to enhance his presentation with more self disclosure, personal stories, and more effective language. When he speaks with passion and can convey caring he'll increase his ability to connect.

These comments are non-partisan and related to the presentation of the candidate and not policies. What do you think Romney needs to do to improve his presentation in the media?

When Celebrity Speakers Fail to Deliver

Last night I was a guest speaker for ABWA. My presentation was Speak Powerfully Sell More: Speak Your Way to More Business. One woman in the audience asked a question about how to handle a celebrity who is hired to speak and doesn't deliver. This woman went on a rant about how many of these celebrities are not good speakers and yet meeting planners continue to hire them. I explained that the reason for that was event planners want to sell tickets. An event will sell out when the keynote speaker is a celebrity.

This made me reflect on my own experience at conferences and I had to agree. I recall one convention where I signed up for the lunch event  for an additional charge. The guest speaker was a well known television personality. And he was late! We had already been served the main course before he cavalierly sauntered on stage in his jeans and pec-enhanced tee shirt. I enjoyed his stories but I couldn't get past his lateness. He never made mention of it. The woman sitting next to me had booked celebrity speakers in a past job and told me that they don't care if they're late. They expect everybody to wait for them.

It seems that some celebrities don't prepare or don't know the audience. One woman media personality gave a presentation about herself and her career path. Who cares? Can you spell BORING? Some celebrity speakers trade on their name and expect to be paid just for showing up.

A number of years ago, I was hired by the National Basketball Association when they launched the NBDL (minor league team). My job was to media train the team presidents and media relations people of these newly formed teams. The media training was well-received. One woman thanked me and said that she had recently been part of the Olympic committee. The committee brought in the "big gun" media trainers who were television anchors. She confided to me that these anchors "Just showed us videos and told us stories. But you showed us how to do it."

Once again, it's all about perceived value. I'm sure I made a fraction of what they paid these anchors. But because of their celebrity status, they were considered excellent media trainers.

So what is the solution? How can meeting planners and speakers bureaus ensure that the celebrity speakers can deliver? They can't.  Some guest speakers have a good reputation for consistently delivering a great keynote speech. Hire them. But let's say you want a particular celebrity for your meeting because you'll sell out your event, but you know the speaker doesn't have very good platform skills?

Don't give the celebrity the keynote speech. Instead, feature them as the main event for an interview on stage. Conduct the interview "Charlie Rose" style. Then hire a professional speaker who can wow the crowd or has strong content. The audience will get exposure to the celebrity or guest, the celebrity's ego will be intact as the main act, and you won't lose your reputation as an event planner.

When it comes to meetings and events, public speaking skills matter. The event is only as good as the speakers. The audience will pay to hear a celebrity, but if he doesn't deliver, they may not come back the next time.

If you book celebrity speakers, I'd love to hear how you ensure that they will deliver on the platform. And what do you do when they disappoint the audience? Would you hire a celebrity speaker the next time? Or would you try a less known presenter or entertainer?

Mitt Romney Got Booed - Have You?

Mitt Romney was invited to speak to the NAACP knowing that it's members are  overwhelmingly Democratic.  He acknowledged and thanked his hosts and expressed his honor at being invited. He made an attempt at humor by saying “I hope the Obama campaign doesn’t think you’re playing favorites.“ There was a mild tittering from the crowd.

Governor Romney anticipated the question everybody was thinking.  How did a Republican become governor of Massachusetts?  He explained that he made the case to every single voter as he was doing now and later added, “I know candidates can expect a fair hearing from a venerable  organization like this."

He clearly articulated his goals to provide jobs, improve education, and to help the middle class. His approach was to cut unnecessary spending. And then it happened. He said he would repeal Obama care which was greeted with booing from the crowd. It happens to many speakers.

In the late 1990's I gave a presentation in one of the Southern states. I was talking about behavioral styles and cited Bill Clinton as a typical "Influencing" or sales personality. All of a sudden I heard booing from the class. The South is generally Republican territory and Clinton was not popular. I smiled and made a joke about it and went on.

In the case of Romney, he stayed cool, smiled, and waited for the booing to die down. He didn’t get defensive and was allowed to continue. Romney spoke to the facts and repeated his intention to “create jobs for the American people.”

When he did score points with the crowd it was met with quiet applause. He extolled his record as governor by citing the improvement in reading and math scores and his raising the standards for high school graduation. He was able to successfully veto the bill that would block charter schools in Massachusetts by joining forces with the Black Caucus.

In an effort to build a bond, he told the story of his father, George Romney, who was involved in the civil rights movement of the 1960's. Unfortunately, it wasn't his own experience and didn't hit the mark.

Overall, Romney gave a professional speech. He clearly communicated his message points. You knew what he stood for. He stood on his record of accomplishments in Massachusetts.

Romney tried to influence with facts. As a result, he came from his head and not his heart. The missing ingredient was passion. Governor Romney needed to tell personal stories. It was a good speech, but not a moving speech.  He received a polite standing ovation. The audience didn’t dislike him. They just weren’t moved by him.

It’s difficult enough for any speaker to present before an audience that isn't openly receptive. In an organization, a CEO who is announcing layoffs will not be greeted with enthusiasm. But an outstanding speaker can position a message and speak with such passion and conviction that they can influence an audience. That didn’t happen here. Could it have? Probably not. Romney needs to express more passion and personal connection if he is to win over his audience.

But does it matter that he was booed? Not really. What he accomplished was to get his message out. He didn't need to talk over the crowd and he wasn't forced off stage. Whenever a speaker delivers a message that is unpopular, the risk is rejection. It goes with the territory. The question to ask is this: Did the message get heard?

Have you ever been booed? How did you handle it?

Political Presentations: The Double Standard Continues

In June, I blogged about Michele Bachmann and the double standard for women politicians. It seems that the media continues to display sexism toward women candidates. Whether it's Hillary Clinton, Sarah Palin, or Michele Bachmann there seems to be an element of sexism even as we approach 2012. First we had to hear the commentary each time Hillary had a new hairstyle. While this may be appropriate for a First Lady, when a woman is running for political office she ought to be taken more seriously. How often do we critique a male candidate's hair? (Donald Trump doesn't count).

During the Republican debates, Michele Bachmann was accused of not knowing her facts - even when she did. In one debate, she bested Newt Gingrich regarding his involvement in Fannie Mae, yet the media did not make much of her win.

The most recent sexist remark was by John McLaughlin of the McLaughlin Group when he said we have a "Gal Candidate".  A GAL?  A friend asked me if I would find it offensive if his 87 year old father referred to a woman as a gal. I replied, "No. He's a product of his times. But a journalist and moderator knows better. He's on national TV and is subject to professional standards.  He didn't refer to 'guy candidates'".

Language is a mirror into how one thinks. It's difficult to be taken seriously as a woman candidate when you're called a "gal". It's amazing that this kind of double standard is going on in the U.S., when other countries have elected a woman president or prime minister.

As a public speaker and debater, Michele Bachmann has handled  herself well by sticking to the facts and not showing a lot of emotion.  Will gender always be a factor?  Is it possible to evaluate the candidates on their merits, without considering gender?  Or will it always color our perceptions?

Leave a comment.

The Media Speaking Tip That Joe Walsh Missed

How many times do I have to say it? No caffeine before a presentation! Illinois Congressman, Joe Walsh, proved my point when he had a meltdown during a recent meeting with his constituents. He yelled at the crowd and told one woman he didn't care if her government job was cut. He later acknowledged that he was a "bit too passionate" with his constituents.

I say on page 78 of my book Knockout Presentations that coffee will make you more jittery. Don't drink coffee before a presentation. Politicians spend so much money on media training and yet in this case, Joe would have been better served by a nutritionist.

It's surprising how few speakers know how foods and chemicals can affect their performance.  We've all seen the impact of drinking alcohol before a presentation.  Stay away from sugary, heavy foods and if you must have coffee, switch to decaf. In Joe's case, make that herbal tea. Maybe I should send a free copy of Knockout Presentations to the 2012 candidates.

http://blogs.dailyherald.com/node/6470

Media Training Tips You Can Use

Today's times call for broadcasting skills and media savvy. Last week I attended a media training class given by Shawne Duperon. www.shawnetv.com. As a life long learner, I always look for ways to upgrade my skills and thought I'd share some media tips from Shawne's wonderful class. New perceptions can alter your destiny.

Gossip is word of mouth. Only 5-7% of gossip is mean. (Shawne is a gossip expert).

Increased knowledge=decreased fear.

Move from expert to authority and miracles happen.

If you're nervous on the phone, you'll be nervous on camera.

Media sets the agenda.

90% of what makes it on TV is pitched. News is passive. The same people pitch the same stupid stories.

Be comfortable with being uncomfortable.

Words are energy.  Questions hook the brain.

Don't break the cycle of reciprocity.

The average sound bite is 12-15 seconds.

How you do anything is how you do everything.

It doesn't matter what you say; it's what you're being.

67% of the population have a TV on at all times.

Step into the energy of a crisis.

Create relationships now so when a crisis hits reporters will help you out.

Always look at the reporter.

Reporters may ask the same question 3 times to help you get the best sound bite.

Learn how to smile exquisitely.

Meet them where they are and take them where you want them to go.

What TV Anchors Can Teach Executives About Public Speaking

Executives need broadcasting skills. I've been saying it for years.  Media training is critical these days for everybody but especially for executives who are the face of the   organization and who lead global businesses. Public speaking and media skills apply to public service announcements, internal video commercials and now company webcasts are using video. Speaking before a camera is  different from speaking live in a town hall format. So here are some quick speaking and media training tips to keep in mind when your presentation is being filmed.

• Keep your energy high.  Television can be an energy drain.  Speak with enthusiasm.
• Smile. It's important to show teeth. Otherwise, you'll look too serious or scared.
• Use make-up. This applies to men and women. Bright lights can cause perspiration so have some pressed powder handy. Don't use lotions under your make-up. It will create a shiny finish.
• Avoid metallic or shiny materials which can cause glare.
• Ask about the backdrop color. Don't wear black if the background is black. You'll look like a mime. Never wear kelly green or shiny, bold patterns that can cause shimmer called moire.
• Anchor yourself. Even a slight bounce will be exaggerated on camera.
• Look directly into the camera and not at individuals. The director or camera person will take the necessary audience shots.
• Use fewer and  smaller gestures.
• Speak in soundbites. Television is a fast medium. Think of commercials and movie trailers-quick, short, compelling.
• Rehearse your presentation several times.  If it's a live broadcast and you make a mistake, keep going.
• Don't say anything more until you're told you're off the air. It's not over 'til it's over.

Video is the hottest marketing tool and in-house video webcasts will become the norm for executive speaking. Get media trained. It's time for your close-up.

What Cory Booker Can Teach Us About Media Training

Cory Booker, mayor of Newark, New Jersey was making the rounds on the early morning news shows today. Cory's media interviews went well because of his preparation, focus, and energy. He spoke with passion which is a lesson for any good public speaker but he also demonstrated two principles of good media training. The two principles are honesty and bridging. First, he was straightforward in his answers. When the reporter asked him how could he "sell" the idea of a reduction in city services he responded that there was no good way to sell it. This is refreshing because it's the truth. He then bridged back to his message that it would take innovation, shrinking government, creating enterprise zones, etc. The reporter asked him at a later time how he could sell the reduction of services to his constituents. He again acknowledged that you can't sell it and brought back his solution of innovation. A good reporter will ask a question three different times or in three different ways. An effective public speaker who is media trained will give the same, consistent answer and not allow himself to go off message. Cory did this well. To accomplish this, you must be well prepared and know your message points cold. Effective media interviews require the confidence to stay on message and the agility to bridge from the reporter's question to your message point.

Help! I Have a Video Media Interview

A reader sent me an email today:

Dear Diane,

I will be representing SCORE on a small business management segment online later this week. I know the subject matter well. I just need your suggestions and tips as being interviewed on video is new territory for me.

****************************************************************************************************************************************************************

Video marketing is a powerful medium. When you're invited as an expert will you be ready? Here are some media training tips for when you present on video:

Look at the host who is interviewing you. If it’s a webcam feed, then look directly into the camera. With built in webcams, you may have to look up in order to be eye-to-eye with the viewers. That means you won’t see your notes on the screen too easily.

Begin with a hook to grab their attention-a statistic, a statement. Ex. "Host, Did you know that 80% of small businesses fail when  using ecommerce?"

Build in a quick  success. Ex." One client increased his online revenues when he learned to do this one thing…"

Speak in soundbites. This is critical.  Write down 3-6 main messages. Each point should be one sentence, one thought.  Say it crisply and then give an example. There’s no time for long storytelling in a media interview.

Video segments must move quickly.

Keep your language simple. Aim for 8^th grade language. Avoid using  too many technical  terms. Use simple analogies. Ex. "Not having an ecommerce site is like not having a phone".

Talk from the audience view point. Don’t assume they know what you’re talking about. Provide value. What do they care about? Talk to those issues. Don’t be too detailed or they will tune out.

Be passionate. Video is an energy drain. That means you’ll seem more enthusiastic live than on the screen. So push your energy-especially in your vocal tone. Emphasize key words.

Be yourself. Sound like you’re having a conversation. Don’t talk at the audience; converse with them.

Don’t over gesticulate. Fast movements may not televise well.

Smile. You need to look friendly and inviting.

Imagine the audience. If you’re talking into a webcam you won’t be able to see reactions so get a picture in your mind of people responding to you.

Keep your head still.  Your head should be straight on your neck with little or no tilting.

Sit or stand up straight. Slouching will send a negative message.

Know what is behind you as background. Are you in someone’s studio? Ask about the backdrop color. You don’t want to wear black if the background is black.

Check your appearance in a mirror right before the interview. Check for dandruff, a crooked tie,  fly away hair, or shine. Use some dusting powder to avoid shine on the face or bald spots. Use hair spray and take it with you. Hair that stands up is distracting.

Don’t wear loud prints or large check patterns. They don’t televise well.

PAUSE between thoughts. This will eliminate /ums/ and allow time for the message to land.

End  with food for thought or an action step.  Ex. "Businesses are leaving money on the table when it comes to ecommerce. Go to www._________for a free assessment."

Remember it’s not about you-it’s about them (the audience).

Media training is no longer for authors and celebrities.  Whether you're interviewing for a job, speaking as a guest expert online, or even sending a video email to your friends, all public speakers will eventually use the powerful medium of video presentations.

How Long Should A Presentation Be?

I hear this question frequently. In fact, I was interviewed by WNAV-AM 1430 news talk radio in Baltimore this morning. The question about timing came up there as well.When it comes to creating a speech, less is more. The audience will actually remember more of a shorter, more concise speech.

The ability to get your point across clearly, concisely, and quickly is an advantage for any speaker. I tell my audience to always have a short version of their speech. If you have a one hour presentation, be sure you can deliver a 10 minute version. If your time is cut short, you'll still be able to deliver a powerful message.

Watch how Steve Jobs cut a 90 minute keynote into a 60 second speech. Do you remember the points? You bet.

[youtube=http://www.youtube.com/watch?v=Yz1-cPx0cIk]

DiResta Communications, Inc. Communicating With Impact!