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Digg it UP - Media Savvy - How To Lead, Persuade, And Influence
“Entrepreneurs are simply those who understand that there is little difference between obstacle and opportunity and are able to turn both to their advantage.”Niccolo Machiavelli (1469-1527) Italian writer and statesmanThe entrepreneur who finds a customer segment that has been underserved or overlooked can earn extraordinary rewards. Niche marketing requires that you focus on customers who cannot get what they want or need from their existing providers. For various reasons, mainstream firms will often innocently overlook o
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The o
The popular junior Democratic Senator, Barack Obama, told Time Magazine (2/20/06), "I probably always feel on some level I can persuade anybody I talk to."Wow. I wish I could do that. How do we get other people to do what we want?When I was a kid, my life was all commands: "Clean your room." "Get in the car." "Put some clothes on, people are coming over." And if I ever asked "why," I got the same response: "Because I said so."Then you get a little older, and "because I said so" doesn't work like it used to. My
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process. In an age of convergence in the media and increased scepticism over traditional communication methods, a new breed of managers and leaders is emerging that sees the media as an opportunity and not a threat. They use the media in a pro-active way to build their organisation's image, reputation and identity.
Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).
My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The on
Visual branding is a great way to create big impact at a special event such as a launch, customer relations dinner or trade show.Although some people think of this as a wasteful self-indulgent practice, shrewd marketers know that a focused visually branded event can leave a deep impression on customers and prospects amidst a flurry of competitors.The general rule when it comes to visual branding is to do as much as you can within your budget, otherwise don’t do anything at all. There’s nothing worst then a ‘half-past-six’
Business Review Weekly's cover story "Future Leaders" editorial reported "new chief executives must have better presentation skills, for they will be required to perform in the electronic and printed media. Poor presentation will be perceived as a weakness in leadership, and arrogance or condescending attitudes will only be tolerated while the company is on top," (BRW December 14, 1998 P.14).
My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The o
Twenty-one years ago I made a choice. At the time it seemed so simple and insignificant. I sat there with three questions as I pondered the “opportunity”: Who would know? Who would care? And the cost – what cost? Little did I know at the time that every, literally every, choice has a consequence. That is a universal law – a spiritual law – that governs us all…just like gravity.Anyone that knew me, at the time, would have said that I was basically an honest and ethical person. I was respected in my community, a community an
My role with the Australian Broadcasting Corporation, as both a broadcaster interviewing key decision makers and as a manager providing editorial leadership for program makers, allowed me to observe first hand how effective leaders use the media to get their message across.
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The o
In a recent article in the Performance Improvement journal, William Liccione presents a model that estimates a person's motivation to accomplish their assigned goals based on the relationship between factors like goal commitment, instrumentality to attain the goal, expectancy of receiving compensation, the value of the compensation and the fairness relative to compensation given to others.This article inspired me to think about the relationship of motivation to accountability, a word that is bandied around a lot in workplaces tod
I now share this knowledge and experience with a range of clients to add value, improve performance and build capabilities. Our company has built a reputation for excellence in media strategy, issues management, change management, marketing communications, media training, financial journalism and professional speaking. A practical approach is focused on helping people strategically manage real-life situations.
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The o
Preparation basics for intervieweesLet's face it successful interviewing is much more than just giving the right answers to questions. As with most things, preparation is the key to success. Without proper preparation, you will go into an interview as if you were driving a car blindfolded and on the wrong side of the road.Plan your travel routeThe last thing you want to do is get lost or be late for an interview, so plan your travel route ahead of time. Find out where the interview will take place and decide how
Getting positive exposure in the media can be more powerful than any advertising campaign. It is far-reaching, utterly credible and free. As an added bonus, you may well attract an audience you had never anticipated.
But talking to reporters can be risky and threatening for first timers. You can say too much and lose control of the interview. You can say the wrong thing and damage your reputation. Or you can say "no comment" and lose an opportunity.
The only way to build your reputation is by learning the secrets of how the media works and we can help you do that.
10 Tips
These are 10 success tips that will help managers and leaders get the best from the media.
1. Know Your Strengths. What are you an expert at? What is your specialized area of expertise? What unique services or information can you offer? Position yourself as the expert.
2. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service?
3. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the media?
4. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, community newsletters?
5. What is your key message? Distill what you want to say into three key points. Work out the best time to deliver this message and who will deliver it.
6. Build your case? What are the features, advantages and benefits of your message for your target audience? What evidence and proof do you have?
7. What is the hook? What will make your message or news release stand out from the rest? Be creative. Use a press release to control the information flow.
8. Develop long-term relationships with the media. Visit and meet them face to face. Network and get to know them.
9. Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.
10. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a m
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