Do the new rules of social media apply to media training? Blogs and podcasts allow PR pros to communicate with target audiences in a transparent and conversational way. Should these principles also be applied to media training? Journalists are getting less tolerant of canned answers, and while bridging to key messages in an interview is important, it needs to be carefully done. Executives should not memorize answers, but think in terms of themes and keep the interview conversational.
In the recent Republican Debate, Mitt Romney did a great job. One criticism, however, was that his answers seemed too canned and rehearsed. The example cited was his answer to stem cell research which sounded very scientific and, according to The National Review, “somewhat over-educated”. However, it’s worth mentioning that The National Review praised Mitt’s performance in the debate: “And the winner is: Mitt the Good, the Perfect, the Gosh-Darned Smartest of Them All.” Mitt has recieved extensive media training, mainly from the PR firm Coltrin & Assoicates, during the 2002 Winter Olympics (I worked for Coltrin at the time). While his media training has obviously paid off, his messages still sound a bit rehearsed.
I’m at the end of a successful Boston/New York press and analyst tour. The client I was representing was Gary Kennedy of RemedyMD. Gary is the former President of Oracle USA, former CEO of Tenfold and PRC. Needless to say, an experienced and high-powered executive. During the tour we focused on keeping the interviews conversational while still delivering key messages and sound bites. The interviews went very well.
It’s no secret that new media is changing the way PR pros operate; delivering a strong message in an interview is no exception.
Richard Edelman’s March 9 blog entry “We Are Gaining Market Share” was insightful. He discusses Alan Gottesman’s article in Ad Week that cites PR experiencing 44% more growth since 1990, at least in terms of “body count”. Here are Edelman’s four reasons why:
1. First, PR practitioners are at the decision makers’ table as equals with other communications brethren. PR is often the source of the big idea. We are providing counsel on strategic options, not only implementing media relations programs. As Mich Mathews, senior VP-central marketing group at Microsoft (Disclosure: Edelman client) recently stated at the 4A’s Media Conference said “Microsoft’s new emphasis on digital means it wants the ‘creative, media and pr guys’ in the room at the same time when crucial marketing decisions are being made.”
2. Second, we are being engaged on assignments much earlier in the life cycle because PR is better able to establish a brands credibility. We establish the runway of trust so the advertising plane can take off.
3. Third, we are able to compete effectively in the world of dispersed media. We can work even more effectively in new media as we are accustomed to the dialogue and need for credible sources.
4. Fourth, we understand the movement toward a multiple stakeholder world, in which new voices such as NGOs or empowered employees are critical to building trust in a company or brand.
Communications professionals know that the choice of words they use is a key component to messaging to the public. Republican strategist Frank Luntz, the man who coined the phrase ‘Death Tax’, has just written a book titled “Words that Work”. The book discusses the importance of word smithing in communications, and while reviews of the book have been mediocre at best, it does have some interesting case studies, including the coining of the phrase ‘Death Tax’.
Jimmy Carter found this out the hard way when he released his new book on the Middle East, titled “Palestine: Peace Not Apartheid.” Supporters of Israel were deeply offended by the use of the word apartheid. Or perhaps Carter strategically chose that word, either way; it’s affect created quite a controversy.
There are examples of “word” blunders almost every day, and we’ll see a lot more as we near the 2008 elections. With the advent of new media such as blogs and podcasts, and the influence of the traditional media, it’s more important than ever for communication professional to choose their words wisely. Words matter.
