Media Training: Why Nobodys Listening to You

SORRY?WERE YOU SAYING SOMETHING?

Many spokespeople approach media interviews the same way they would a major speech. They think at length about what they want to say, jot down a few notes, and try to memorize a few key points.

But they rarely practice how they're going to deliver their messages. It's often a fatal mistake.

Here's a shocking truth: how you say something during a broadcast interview is more important than what you say.

Research has borne this out for decades. UCLA Professor Albert Mehrabian's landmark study in the 1960s examined how people derive meaning from communications. The release of the findings, still taught in virtually every university's Communications 101 class, is still regarded as a watershed moment in communications. Dr. Mehrabian found that:

7 percent of meaning is derived from word choice. 38 percent of meaning is taken from verbal cues, such as volume, pitch and pace. 55 percent of meaning results from non-verbal cues, including body language, eye contact, gestures, and appearance.

NOBODY'S LISTENING TO YOU

Do these statistics mean that the media ? or audiences ? are hopelessly superficial? Well, let's put it another way. Think about traveling to another country where the residents speak only a local tribal language. Even without words, you could still learn some very important things about a person ? such as whether you like or trust them, whether they are warm or cold, welcoming or distant, smart or dumb.

The same is true during media interviews. Audiences will quickly determine whether or not they like you or trust you in seconds. If they don't, they will effectively tune you out and disregard your message.

So it's not so much that they're not listening to you, but that they'll listen only once you pass the non-verbal test.

WHAT YOU CAN DO

How can you improve your non-verbal communication skills? Here are three tips you can use immediately:

1) Maintain Strong Eye Contact ? Before every broadcast interview, ask where to look. Sometimes it's at an interviewer, others it's off to the side of a camera, and sometimes it's directly into the camera. Regardless, make sure you maintain eye contact through the entire interview. It may feel strange to speak naturally to a lens. But since your eyes will appear much larger on a 27" television set, any movement will be distracting to the viewer. Worse, they may think you slick, unconfident, or untrustworthy.

2) Smile ? Unless you're a representative for an airliner that just crashed, it's usually a good idea to smile during an interview. Remember ? you shouldn't sublimate the things that make you charming in your everyday life. If people react positively to your smile or natural laugh in real-life, use that trait to your advantage during an interview.

3) Dress the Role ? If you're a spokesperson for a populist grassroots political group and show up in a three piece suit, you will confuse the audience. Clothes communicate messages, and you should consider carefully what your clothes are saying. Gold cufflinks scream "elite." Two-toned men's shirts may communicate "stuffy." Conversely, an ill-fitting collar reflects carelessness.

MESSAGE DISCONNECTS

When a verbal message and non-verbal message are in conflict, the audience will notice and hold it against you. When preparing for an interview, role play questions with a colleague, spouse, or even just a video camera. Keep practicing until what you're saying and how you're saying it appear in synch.

The first President Bush leaned this the hard way.

Things were not looking good for him in the autumn of '92. Despite a whopping 89 percent approval rating the previous year, Mr. Bush couldn't shake his reputation for being out of touch with the American people.

He didn't help himself during a very public trip to a grocery store when he expressed amazement at the bar code scanners that had become commonplace. He further fed his aloof reputation when he revealed having no clue what a gallon of milk costs.

But the real whopper came during the second presidential debate. In a town hall format in which Mr. Bush needed desperately to look like a populist, he instead kept glancing at his watch. He told the audience he wanted to be president ? but his body language told the world he wanted to be anywhere but with actual voters.

Immediately following the debate, numerous pundits said his poor performance would cost him the election. They were right.

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 and to sign up for free monthly media relations and media training e-tips, visit http://www.PhillipsMediaRelations.com.

---

What Does Your Telephone Say About You When You Are Away?

Business to Business relationships come to expect a certain level... Read More

Publicity: Marketing-Minded Financial Planners, Take a Reporter to Lunch

Sometimes a phone call isn't intimate or long enough to... Read More

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More

Effective Media Relations ? You Won?t be Talking to the Media Without It!

The media's role is to package and spread news, current... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

Publicity: The Best Things In Life Are... FREEE!

One portion of your marketing plan that you probably don't... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

Dont Waste Money on Public Relations

Demand that it pull its own weight in your boat... Read More

Underestimating the Power of In-House PR

Do small-business owners always have to rely on large PR... Read More

Forget the Press Release - Heres How to Pitch Like Roger Clemens

Stripped down to its core, publicity is little more than... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Slow Day? Create News

Sometimes there seems to be no client news worthy of... Read More

Managers: Why PR is SO Key

When outside audiences important to your operation do not understand... Read More

Imagine PR Like This Helping You

As the kids say, how cool is this?You're a business,... Read More

Networking: 17 Essential Strategies In The 21st Century

It is virtually impossible to succeed professionally and personally without... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

7 Simple Steps To A PR Launch

A PR product or service launching is a perfect way... Read More

How to Get $1000 worth of Advertising for $60

©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

Ignore PR at Your Peril!

If you do, it means:you don't value tracking the perceptions... Read More

How to Form a Relationship with a Newspaper

How do you make a good relationship with a newspaper... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

Marketing-Minded Financial Planners, Focus on Main Points During an Interview

You never want to inundate a reporter with information, but... Read More

Public Relations 8 Fix Factors

I say to business, non-profit and association managers, a key... Read More

Effective Media Relations Tips- What To Do After The Media Interviews You!

Effective Media Relations Tips - What To Do After The... Read More

Etymology- How Words Change Over Time

Etymology is the study of the origins of words.As languages... Read More

Put Yourself in the Reporters Shoes

Imagine you're the technology reporter at a daily newspaper. You... Read More

What Determines PR Success?

As a business, non-profit or association manager, occasions will arise... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

3 Reasons to Tap into the Power of Publicity

Publicity is obtaining editorial coverage or features for your business.... Read More

Using the Media - Five Reasons Why

The media has the power to shape public opinion and... Read More

Managers, Got a Grip on Your PR?

What are you trying to do with your business, non-profit... Read More