Putting yourself in the place of the viewer or listener is a very powerful way of delivering a message.Recently, I was listening to a politician opposing a new Government policy on homelessness. Even though she was (on her own admission) not homeless, and never had been, she was able to empathise with the plight of those who were. This is an approach that is extremely effective in getting your message across. You have to avoid sounding patronising, but at the same time you need to show that you appreciate the circumstances that you are describing.If you have witnessed the situation first-hand, then preface your remarks with that statement. If not, then begin by describing how you would feel if you were in that position, then describe what you would like to see done.

Bill Clinton was, and probably still is, an expert in being able to empathise with people.Maybe it’s coaching, maybe it’s natural, or maybe it’s subterfuge, but it works, If I were you, I’d take note.

By Alan Stevens, Media Coach www.mediacoach.co.uk

I’ve known veteran campaigner Des Wilson for many years. Along with a few other like-minded souls, I was involved with Des in the launch of Friends of the Earth (FOE) in the early 1970s (yes, I really am that old). He was always brilliant on the media, and the other day I came across an old FOE document that he wrote about how to run a successful media campaign. I think his words still ring true today, 35 years later –

• Tell the truth
• If you don’t like hard work, go home
• Maintain a sense of perspective
• Abhor violence
• Be positive
• Remember who the enemy is
• Be professional
• Confront perceptions
• The bigger the audience, the simpler the message
• Have faith

By Alan Stevens, Media Coach www.mediacoach.co.uk

There’s an old line about the most important thing in comedy being…….timing. Like all old lines, there’s some truth to it. The importance of timing in the media, though, is critical. Here are some key points about timing that you need to bear in mind –

• Have a stockpile of messages ready, and update them often
• You can’t extend a journalist’s deadline
• Anticipate events that might affect your business
• React within minutes, not hours
• Become the primary source of information
• Don’t let your competitors comment first
• Make sure that someone is always available to take a press call
• Ensure that you know where your spokespeople are at all times

 By Alan Stevens, Media Coach www.mediacoach.co.uk

Television magnifies things. Gestures, colours, shiny rings – all become more prominent on a TV screen, and all can distract the viewer from your message. Here are a few appearance tips for TV –

• Don’t be seriously dull. A smile is almost always appropriate
• Keep your legs uncrossed or crossed. Don’t change from one to the other
• Keep your gestures close to your body, within the frame of the screen
• Keep your hands away from your face
• Don’t clasp your hands together in your lap. You will start to pull them apart at some point
• Men should shave (unless they’re José Mourinho)
• Wear pastel colours (no brights, blacks or whites)
• If it’s distracting, don’t wear it!

By Alan Stevens, Media Coach www.mediacoach.co.uk

You need to think about your appearance when you are on TV. I don’t just mean your clothes and makeup (yes, men should wear makeup on TV too). I mean how you stand, sit, and use your facial expressions. Of course, if you are dealing with a serious story (or worse still a tragedy), then you will find it easy to look concerned.However, the converse can be more tricky. Laughing or smiling during a light-hearted interview is a good thing. Looking po-faced throughout will make the viewer think you are pompous.

Naturally, clothes are important. Sitting in a studio, your hair, face and upper body will be in shot most of the time. If you are behind a desk, then scruffy shoes or odd socks won’t show. My advice though, is to dress the part, even for radio. If you feel good about your whole appearance, you will perform at your best. Dress the way you want to sound – it’s as simple as that. And if you want advice on your appearance for the media, talk to my good friend Lesley Everett.. She’s the best in the business.By Alan Stevens, Media Coach www.mediacoach.co.uk

Phone interviews are popular because they save on transport costs and can be set up at short notice. The great advantage for you is that you can use your pre-prepared notes to help you respond. The potential drawback is the quality of the telephone line, particularly if you are on a mobile phone. If you are asked to do a telephone interview, try to ensure that you have a good quality connection, or you may find the interview suddenly terminated.

The process usually works like this. Firstly, you, or your communications department, will receive a call from a researcher asking if you are available for interview at a certain time. When agreement is reached, you should arrange to be somewhere that you won’t be interrupted (put a sign on the door if necessary) and be available at least five minutes before the time agreed.

You will receive a call from the studio, who will check that the line sounds fine, and that you can hear them and they can hear you. They will then switch the connection so that you hear the studio output, when you may hear your interview trailed. – “And coming up next, we’ll be speaking to – ” That’s the time to get a few deep breaths in. You will probably hear a cue (“with you in ten seconds”), and then the interview will start. When it is over, the tech op will cut in and thank you, at which point you can put down the phone and breathe a sigh of relief, before jotting down your notes.

By Alan Stevens, Media Coach www.mediacoach.co.uk

If you are called to do an interview on a breakfast show, don’t leave your preparations until the morning. You will probably be nervous and rushed, so you need to prepare the night before.Take an hour to sit somewhere quietly to get your thoughts in order. Write down your core message and memorize it. Practice saying it out loud several times. Plan your outfit, and set it out ready. Some early morning interviews may require a pickup at some unearthly hour (I speak from experience here).

If you want to stay friends with your partner, put your clothes and accessories in a spare room, and sneak out quietly. The alternative (and here I speak from experience again) is to stumble around and try to get dressed in the dark. This is not a good idea for many reasons. On the way to the studio, simply practice your core message. Don’t try to think of every eventuality, but instead, focus on what you want to say.On arrival, make sure that you visit the loo and get something to drink, since you may be called in for the interview at any time – maybe half an hour earlier than you expected.

When the interview is over, comfort yourself with the knowledge that you have already done a great job while most of your colleagues are still getting ready for work. Go and enjoy a good breakfast.

By Alan Stevens, Media Coach www.mediacoach.co.uk