tag:blogger.com,1999:blog-9259111257598470192024-03-14T07:45:28.761-04:00Executive Rewind: Handling the News MediaEric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.comBlogger118125tag:blogger.com,1999:blog-925911125759847019.post-13388744000723202612014-08-13T15:31:00.001-04:002014-08-13T15:31:34.874-04:00Where News Messaging and Marketing Intersect<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGOeP8EbwiqbOC3mA8oEEqqOTW8L7Ypo9BnNb2roqaBE8tcGdStEPq2IHde2xPmjCVgjIzxraV1eiozpf3nuTX_P682eHX36TIX0Su2mA_CynoLZl8JHNaOYgM_IfL-u9WvJ5EkrCvYkE/s1600/The+Intersection.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGOeP8EbwiqbOC3mA8oEEqqOTW8L7Ypo9BnNb2roqaBE8tcGdStEPq2IHde2xPmjCVgjIzxraV1eiozpf3nuTX_P682eHX36TIX0Su2mA_CynoLZl8JHNaOYgM_IfL-u9WvJ5EkrCvYkE/s1600/The+Intersection.jpg" /></a></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;"><a href="http://themediatrainers.com/about/meet_trainers.shtml">By Eric M. Seidel, CEO</a></span></div>
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<span style="font-family: Verdana, sans-serif;"><a href="http://themediatrainers.com/seminars/index.shtml">The Media Trainers®, LLC</a></span><span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;"> </span></div>
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<span style="font-family: Verdana, sans-serif; line-height: 150%;">The "firewall" that separates news
content and marketing statements is distinct. One deals--or should--in
facts, while the other is typically a promotional medium where fact often is either displaced by, or blended into, aspiration.</span></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;">However, there’s a very definite and important
intersection between news and marketing when it comes to media training and
coaching executives in the art of interacting with news people. <o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;">That intersection is frequency. Part of a good
marketing program is repetition; making sure target audiences are exposed to
the message often enough that it gets through. We all are exposed to so many
messages today, it takes a strong one to make an impression, and usually only after
a number of times seeing and/or hearing it.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;">Bad or false messaging both in marketing or news content can kill an image (product, service, position, etc.) very quickly. Good messaging typically takes longer to connect. Hence, the need to say it, and say it again.</span></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;">Messages must be relevant to your target
audiences, are usually positive in nature, and true. News people are loathe to hearing
slogans. They listen for quotes and information that are provable and strong, and help them tell a good story.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; mso-bidi-font-family: Arial;">But they also want answers that are responsive to
their questions. The answers do not have to validate the questions, but they do
need to be relevant to the question, even though your response is (and should
be) on your terms, and from your perspective.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="line-height: 150%;">After </span><span style="line-height: 24px;">you've</span><span style="line-height: 150%;"> developed your messaging, employ the
marketing tactic of frequency and consistency. The more your same messages are
being reported consistently, the greater your chance of leaving the lasting
impression that helps persuade your target audiences to enable you to reach
your business goals.</span></span><span style="font-family: Verdana, sans-serif; line-height: 150%;"><o:p></o:p></span></div>
Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-79852718380022162352014-07-28T15:04:00.000-04:002014-07-28T16:24:24.013-04:00A Believable Apology<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;">While apologies have become a dime a dozen, and most are
either insincere, or filled with qualifications and excuses, this one has some
substance to it. Here’s the background:<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">Last week, the National Football League’s commissioner
suspended Baltimore Ravens star running back Ray Rice for the first two games
of the coming season.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">The penalty was met with overwhelming outrage. Rice had
beaten his then-fiancé (they have since gotten married). Players have suffered
much tougher penalties (at least four game suspensions; sometimes a full
season) for what are perceived as lesser offenses. <o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">Of course, this topic became national fodder for talk
programs of all kinds. One of those programs is ESPN’s <i>First Take</i>. On Friday,
July 25<sup>th</sup>, Stephen A. Smith, a popular member of the show, made some
(later) admittedly stupid and offensive comments. He left the impression that women should stop "provoking" these attacks they suffer.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">You can imagine the explosion of reaction all over the
media, both traditional and social, during the weekend. He was vilified, and
for good reason, based on how he said what he said.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">The very next Monday, July 28<sup>th</sup>, <i>First Take</i> opened
cold with Smith on camera, offering an apology.<o:p></o:p></span><br />
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<span style="font-family: Verdana, sans-serif;">Now, so many people have apologized for so many things
lately (certainly since we entered the new era of instant, global
communications), my opinion is their apologies have little value. <o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">However, Smith, first by responding relatively quickly, and taking full responsibility, has done a commendable job. Indeed, he’s one of
the few who did not apologize only to those who may have been offended. He assumed
everyone not only was, but had a right to be offended. His apology sounds and looks
sincere. </span><o:p></o:p></div>
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Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-21972163318261429742014-04-30T15:24:00.001-04:002014-04-30T15:30:17.491-04:00The NBA and Damage Control<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYGp82B0WJP6086jhV2NTETcyZ99dsP9BZ9khQ0bj73awyGG5KJbGI85zd7jT4kXpqd23I8m1ViEMz2eoovpAUtGIvV-qqvWcHYUhfRKoGzWb7MmHTdjeM2vs9DRL2aVf5P8LnvQvTyAU/s1600/NBA_logo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYGp82B0WJP6086jhV2NTETcyZ99dsP9BZ9khQ0bj73awyGG5KJbGI85zd7jT4kXpqd23I8m1ViEMz2eoovpAUtGIvV-qqvWcHYUhfRKoGzWb7MmHTdjeM2vs9DRL2aVf5P8LnvQvTyAU/s1600/NBA_logo.jpg" height="150" width="200" /></a></div>
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<b style="color: red; font-family: Verdana, sans-serif; font-size: x-large;">Banned for Life</b><br />
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<span style="color: blue; font-family: Verdana, sans-serif; font-size: x-small;"><b><a href="http://themediatrainers.com/about/meet_trainers.shtml">By Eric M. Seidel, CEO</a></b></span></h3>
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<span style="color: blue; font-family: Verdana, sans-serif; font-size: x-small;"><b><a href="http://themediatrainers.com/seminars/index.shtml">The Media Trainers, LLC</a></b></span></div>
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<span style="font-family: Verdana, sans-serif;">When NBA Commissioner Adam Silver banned LA Clippers owner Donald Sterling for life, he had little choice to act swiftly and decisively. Too much was at stake. Reputation, image, morale and, perhaps most importantly, money. Sponsorships and other revenue-bearing relationships were on the line. A number of sponsors already had bailed, and others were hedging their bets by "pausing" their relationship with the team and the league.</span><br />
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<span style="font-family: Verdana, sans-serif;">Silver's declaration has been widely applauded and seems to have been a major step in getting the NBA's business back to normal. But his work has just begun. There will be more, especially since some questions still beg for answers. </span><br />
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<span style="font-family: Verdana, sans-serif;">For instance, Sterling's bigoted business practices have been known for years. And that very question came up at Silver's pronouncement news conference:</span><br />
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dyI8cDoBppdwh1Rdbqu49J91FFzVq2MXHWzavyBgH8e8Jm-j8sUWkJVFhD9nWts_aE4CHj3KO_ZUuY1CzxyoA' class='b-hbp-video b-uploaded' frameborder='0'></iframe><br />
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<span style="font-family: Verdana, sans-serif;">Clearly, Silver was prepared for that question. He had to be, since it was obviously going to come up. And he handled it well, at least for now. But this won't go away. The league had a rotten apple, and apparently had turned a deaf ear and blind eye to the problem for years. Silver will have to come up with a better, more comprehensive and credible answer. Perhaps even admitting the NBA was remiss in failing to confront Sterling and his biases much earlier. </span><br />
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<span style="font-family: Verdana, sans-serif;">Another question, however, just might have helped lead Silver to a response he'll need to employ in the very near future: </span><br />
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzcu1J0S9gtaOSRjCLlD-x6qIb9gYMfN6nLuRULOpTEIunPss1udRGrfVN8NpOhE_gymYo5Y6Uk66FF5EZULg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span style="font-family: Verdana, sans-serif;">But, there's also the other side of the coin. This was a private conversation that was secretly recorded and distributed for public consumption:</span><br />
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzJPVxhYBTI_P0BI_y1zM0rbysyGBHSg1yoH7yW2zI5_CDnbuYL_OtQknpIY0fdOoRjTSxnI8kYKQhrJMVr6A' class='b-hbp-video b-uploaded' frameborder='0'></iframe><br />
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<span style="font-family: Verdana, sans-serif;">And the fact that Sterling reportedly admitted to Silver it was indeed his voice and his words helps solidify the commissioner's position.</span><br />
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<span style="font-family: Verdana, sans-serif;">But both Silver and the owners have much more repair work to do.</span><br />
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<br />Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-45534712214889288582013-06-27T12:48:00.000-04:002013-06-27T12:55:25.467-04:00Paula Deen: Get Thee to a Kitchen. Quickly!<div class="separator" style="clear: both; text-align: left;">
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<span style="font-family: Verdana, sans-serif; font-size: x-small;"><a href="http://themediatrainers.com/helpyou/crisis.shtml"><b><i>By Eric M. Seidel, CEO</i></b></a></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;"><a href="http://themediatrainers.com/helpyou/crisis.shtml"><span style="font-family: Verdana, sans-serif; font-size: x-small;"><i><b>The Media Trainers®, LLC</b></i></span></a><o:p></o:p></span></div>
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First, a couple of preliminary thoughts about this Paula Deen thing:<o:p></o:p></span></span></div>
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<li><span style="font-family: Verdana, sans-serif;"><span style="font-size: 9px; text-indent: -0.25in;"> </span><span style="font-size: 11pt; text-indent: -0.25in;">Are <i><u>you</u></i> prepared to have your reputation and livelihood assaulted for something you said 30 years ago?</span></span></li>
<li><span style="font-family: Verdana, sans-serif; font-size: 11pt; text-indent: -0.25in;"> Paula needs to get back to her
kitchen and away from all this chatter.</span></li>
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<span style="font-family: Verdana, sans-serif; font-size: 11pt;">The Internet has changed just about
everything. Lives can be turned upside down, thanks to this worldwide archive. Sometimes,
its “victims” do it to themselves and get what they deserve (e.g. pictures on
Facebook; videos on Youtube). But, even those who are held accountable for a
failure somewhere in their distant past should learn from Paula Deen how <i><u>not to</u></i>
react, or, in this case, overreact.</span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">In short, after standing up the <i>Today Show</i>
the first time, then offering three fairly weak takes at apology videos on <a href="http://www.youtube.com/">www.youtube.com</a>, and then finally appearing on <i>Today</i>,
Paula, indeed, has overreached.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">All she needed was a written statement.
That’s it. Just a statement saying what she said was definitely wrong, no doubt
about it. It was three decades ago, and in an honest answer during a legal
deposition (where honesty is a good thing). Then, let it fade away.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">But Paula has fed the beast, the Internet,
which devours as it travels at light speed. As a result, </span><span style="font-size: 11pt;">the proverbial toothpaste has left the
tube, squeezed and squeezed by Paula herself. So, let’s examine her latest “performance”
(and, hopefully, final act in this too contrived of a drama) on the <i>Today Show </i>with Matt Lauer.</span></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Paula was all emotion. She led with a statement saying, in effect,
all of God’s creatures are created equal and she’s always believed that.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;"><span style="font-family: Verdana, sans-serif;">Matt was cold and calculating, asking what's the real reason you're here, money or image?</span><o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;"><span style="font-family: Verdana, sans-serif;">Matt prods: But you used the word, albeit 30 years ago, so then, what are your true feelings?</span><o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11pt;">He keeps digging, looking for controversy, inferring that since Paula's from the South, and considering the South's history regarding race
relations...:</span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">Paula Deen actually did okay on <i>Today</i>, considering Matt Lauer’s questions. He was looking for a news scoop and </span><span style="font-size: 15px;">didn't</span><span style="font-size: 11pt;"> get it. She
was looking for absolution, and it remains to be seen if she'll get that.<o:p></o:p></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">But, she </span><span style="font-size: 15px;">didn't</span><span style="font-size: 11pt;"> need to put herself
through all of this. Apologies have become a dime a dozen </span><a href="http://ericmseidel.blogspot.com/2013/06/do-apologies-really-work.html" style="font-size: 11pt;">(Do Apologies Really Work?)</a><span style="font-size: 11pt;">. They’re almost a daily occurrence and we've become pretty much immune to them.</span></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 10.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">Draft a statement. Release it. Stop feeding the media beast. If Paula Deen had done that, instead of continually breathing life into the story, I wonder if she would've lost as much as she has.</span>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-78478376439470900712013-06-21T14:55:00.000-04:002013-06-21T14:58:46.735-04:00Do Apologies Really Work?<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;"><b><i><span style="font-size: x-small;"><a href="http://themediatrainers.com/helpyou/training.shtml">By Eric M. Seidel, CEO</a></span></i></b><span style="font-size: 11pt;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: Verdana, sans-serif;"><b><i><span style="font-size: x-small;"><a href="http://themediatrainers.com/helpyou/training.shtml">The Media Trainers®, LLC</a></span></i></b><span style="font-size: 11pt;"><o:p></o:p></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy_PpvypTLam8orNTqOVVTwnFc2fb1_tMKcqKlzAONp7PGK7bCeChauCbo2qClLgI22NYTjaSJgxUBP3-l7-4G7tBXqRIV5tOfCEmMPrzVS0H4Suk4SQ4_zn4tL4s5opqHjRPJ6NE0k2k/s1600/Steak.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy_PpvypTLam8orNTqOVVTwnFc2fb1_tMKcqKlzAONp7PGK7bCeChauCbo2qClLgI22NYTjaSJgxUBP3-l7-4G7tBXqRIV5tOfCEmMPrzVS0H4Suk4SQ4_zn4tL4s5opqHjRPJ6NE0k2k/s200/Steak.png" width="200" /></a></div>
<span style="font-family: Verdana, sans-serif;">The answer to the headline above: No! Not
anymore, if they ever had. Apologies are about as meaningless as “They took me
out of context.”</span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif;">Case in point: three sports talk hosts on a
morning drive radio show in Atlanta do two minutes of a tasteless skit at the
expense of a former NFL player suffering from ALS (a/k/a Lou Gehrig’s Disease),
that horrible, incurable illness that slowly strips its victims of the ability
to move, swallow and, ultimately, breathe.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;">All three were summarily fired. In just two
mindless minutes, they might have dealt a death blow to their careers. And now they're all saying they're sorry. Sorry for what? The sick “bit” mocking former New Orleans Saint Steve Gleason, or for their self-inflicted reputation
damage?<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">And instead of just drifting into the
shadows, giving this stupid antic time to drop out of the news, two of them
compounded the “crime.”<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 10.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">One, Steve “Steak” Shapiro, gave the story
extended life by appearing on CNN for a nearly 10 minute segment that included
an excerpt of the on-air bit. An edited portion of the interview is below,
minus a replay of what they did on their radio show. Shapiro, usually
self-assured, was visibly shaking, sweating, shrinking into himself.</span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Another, Nick Cellini, apparently
attempting to deflect this major embarrassment, was quoted saying their firing
was “a relief, really. That station is a sinking ship.” Nice, Nick. Dump on the
station. Does this mean the skit was pre-meditated? That you wanted to get
fired to put you out of your apparent misery at work? Have you thought about a
change in careers? <o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">The given in today’s environment is that all
this has gone viral and will live on and on. The Internet assures that these
guys will never be able to outlive their thoughtless antic.<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Of course, when you flub (perhaps too light
a description) like this, so publicly on the air, you’re doing the shooting at
your own foot. But, thanks to technology, you’re always on the record. It’s a
fact, albeit a sad one. <o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><br /></span></div>
<span style="font-family: Verdana, sans-serif;">So,
if you find yourself having to say you're sorry, what you’re sorry for more
than likely will make the deeper, longer-lasting impression than any apology.</span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;"><span id="goog_2100948201"></span><span id="goog_2100948202"></span><br /></span></span>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-90946418428094266472013-02-07T14:40:00.003-05:002013-02-07T15:32:56.720-05:00Neither Snow, Nor Rain…REALLY?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgV7-xNKJQKPmLJY8gC1lDo2VpMUzz1CTDXdc9fmsvoQeKXLwbzu8dFVXXzjkRNNQvptQIM1dy4CKKUBZbxXJw8_ET4hPATlk4Sn6ZwdUHSxodAdN1uaiUB-l5uvUOkSJu0HcCA1s9vuBI/s1600/Patrick_Donohoe.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgV7-xNKJQKPmLJY8gC1lDo2VpMUzz1CTDXdc9fmsvoQeKXLwbzu8dFVXXzjkRNNQvptQIM1dy4CKKUBZbxXJw8_ET4hPATlk4Sn6ZwdUHSxodAdN1uaiUB-l5uvUOkSJu0HcCA1s9vuBI/s1600/Patrick_Donohoe.png" /></a></div>
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<span style="color: red; font-family: Verdana, sans-serif; font-size: x-small;"><b style="background-color: #f3f3f3;">Patrick Donahoe</b></span><br />
<span style="color: red; font-family: Verdana, sans-serif; font-size: x-small;"><b style="background-color: #f3f3f3;">US Postmaster General</b></span><br />
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<span style="font-family: "Verdana","sans-serif";"><b><i><span style="font-size: x-small;">By Eric M.
Seidel, CEO<o:p></o:p></span></i></b></span></div>
<div class="MsoNormal">
<span style="font-family: "Verdana","sans-serif";"><b><i><span style="font-size: x-small;">The Media
Trainers®, LLC</span></i></b><o:p></o:p></span></div>
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<b><span style="font-family: "Verdana","sans-serif"; font-size: 8.0pt; mso-bidi-font-size: 10.0pt;"><a href="http://themediatrainers.com/helpyou/crisis.shtml">Click here to learn about a uniquely qualified crisis communications team</a><o:p></o:p></span></b></div>
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<span style="font-family: "Verdana","sans-serif";">It’s a
quotation many of us first heard as children and related it to the Pony
Express: “Neither snow nor rain nor heat nor gloom of night stays these
couriers from the swift completion of their appointed rounds.”<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">According
to Wikipedia: “This phrase was a translation by Prof. George H. Palmer, Harvard
University, from an ancient Greek work of Herodotus describing the Persian
system of mounted postal carriers c. 500 B.C.E.” <o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">But, that’s
a different story for another day.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">Unfortunately,
Herodotus did not take into consideration the Internet, email, social networks
and, of course, budget deficits. The U.S. Postal Service has been hemorrhaging at
staggering rates for years now. So, Saturday mail delivery (excluding packages)
will be going the way of the Pony Express as of this coming August.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">And
Postmaster General Patrick Donahoe is the guy who has to take the heat on this
one. He’s not the most compelling (read: exciting) speaker you’ll ever see
and/or hear, but, in this case, that serves him well. He also appears to be
fairly unflappable. <o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">In a <a href="http://video.foxbusiness.com/v/2146824382001/postmaster-general-donahoe-ebay-amazon-the-future-of-growth/"><i>Fox Business Network</i> interview</a>, Donahoe held his own quite well when confronted
by an aggressive Denis Kneale. However, for the sake of brevity and technique, I’d
like to select two specific Q&As in the broadcast.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif";">First, an obvious
question, why not privatize the service completely? Sell it to corporate
America. Donahoe’s response, in essence, some people would be left out,
especially in rural areas where delivery is not necessarily cost-effective. That
was a good message for many viewers.<o:p></o:p></span></div>
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<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dy6eTOwXNglFVdkja8ODko3aqBZv_h1fBHYhz826rOszDGe0osGQsdgMzMUW2CIlFEhaEkNU04UsIowzDHGWw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span style="font-family: Verdana, sans-serif;">Another question:
there’s so much junk mail, why not raise the rates for the senders?
Unfortunately, Donahoe failed to answer this one, although he made a terrific
case for the effectiveness of “junk mail” and the ROI it provides the
businesses that mail it out…which would lead you to believe, raising the
postage rate for junk mail could be one helpful solution. But, because he
failed to respond to the specific question, a really good answer may have been
lost on his audience.</span></div>
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<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwxI5gM9PnUEXsEhYwb-jz5iB5r6AzUvakXIhIcQAswiOZnd2FwaV7Y5Znow2gePkDGZA1jVVLrtk6Pcoi34Q' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span style="font-family: Verdana, sans-serif;">Spin or
evasion are counter-productive. There are ways to be responsive to questions
you don’t like, and still stay on message.</span></div>
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<span style="font-family: "Verdana","sans-serif";">Patrick
Donahue did an okay job with most of the questions, but on this one, he swung
and missed.<o:p></o:p></span></div>
Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-87963183838663805072012-12-17T15:26:00.000-05:002012-12-24T11:18:52.433-05:00Sometimes It’s Best to Just Say No Thank You!<br />
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<span style="font-family: Verdana, sans-serif;"><span style="color: red; font-size: xx-small;"><b>Guy Fieri</b></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="color: red; font-size: xx-small;"><b>Restaurant Owner</b></span></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="color: red; font-size: xx-small;"><b>Chef and Host, Food Network</b></span></span></div>
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<b style="font-family: Verdana, sans-serif;"><i><span style="font-size: x-small;"><a href="http://themediatrainers.com/seminars/index.shtml">By Eric M. Seidel, CEO</a></span></i></b></div>
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<span style="font-family: Verdana, sans-serif;"><b><i><span style="font-size: x-small;"><a href="http://themediatrainers.com/seminars/index.shtml">The Media Trainers®, LLC</a></span></i></b><span style="font-size: 11pt;"><o:p></o:p></span></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Generally, I believe in dealing with the
media. Especially in this day and age when everyone is potentially a publisher on
the Internet. <o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">But there are exceptions, especially those times when you don’t need to respond since you’ll just be diving on your sword.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Case in point: Guy Fieri, star chef and
show host on the <i>Food Network</i> opened
his latest restaurant, this one at the densely populated intersections of New
York’s Times Square, Guy’s American Kitchen and Bar.<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-size: 10.0pt; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">Guy
and his eatery were prosaically crucified by a <i>New York Times</i> food critic. The evaluation was scathing. </span><br />
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<span style="font-family: Verdana, sans-serif; font-size: 11pt;">Of course, Guy being Guy, this got a lot of
attention. But, again, Guy being Guy, he felt he had to respond. So he accepted
an invitation from NBC, and added life and coverage to the negative publicity.</span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">Making things worse, Guy took a red eye
flight from the west coast to appear on </span></span><i style="font-family: Verdana, sans-serif; font-size: 11pt;">The
Today Show</i><span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">. Perhaps sleep-deprived, showing no evidence of well thought out
message points, he </span><span style="font-size: 15px;">should've</span><span style="font-size: 11pt;"> stayed home. So, his response was defensive, weak,
poorly thought out, making both him and his restaurant look worse.<o:p></o:p></span></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">A sampling of Guy’s defensive response to
the critic:<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">“I just thought it was ridiculous.”<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">“It really seemed like there was another
agenda.”<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">“The tone, the sarcasm, the questions style…I
think what we all know what’s going on here. He came in with a different
agenda; came into a restaurant four times that’s been open two months. That’s
tough times.”<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">“Do we do it perfect? No. Are we striving
to do it perfect? Yes.”<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">When told based on this and other reviews,
his new place “is not necessarily knocking socks off.” Fieri’s responded: “At
this point in time, not really expecting to…I think those (reviews) will
change. It’s two months now, let’s see where we are in six months.”<o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="font-size: 11pt;">Really, we should expect a restaurant to be </span><span style="font-size: 15px;">sub par</span><span style="font-size: 11pt;"> when it first opens? Especially with all the competition around, and in
Times Square yet?<o:p></o:p></span></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Fieri had a choice to turn down the
invitation from NBC. And he should’ve. Yes, many people had either seen or heard
about the stinging <i>Times</i> article. But, the betting here is even more had not.
And how many thousands visit Times Square who have no idea about the review,
but do recognize Guy Fieri’s name, and would choose to eat there based on that
fact alone?<o:p></o:p></span></div>
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<span style="font-family: "Verdana","sans-serif"; font-size: 11.0pt; mso-bidi-font-size: 10.0pt;">Guy, this time, you added too much flame and overcooked something better left on the back burner!<o:p></o:p></span></div>
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Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-37682982683194054972012-05-22T17:01:00.000-04:002012-05-22T17:01:25.876-04:00TMT’s 10 Rules of Interviewing©<div class="separator" style="clear: both; text-align: center;">
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<span style="color: #0c343d; font-family: Verdana, sans-serif; font-size: x-small;"><b><i>By Eric M. Seidel, CEO </i></b></span><br />
<span style="color: #0c343d; font-family: Verdana, sans-serif; font-size: x-small;"><b><i>The Media Trainers®, LLC </i></b></span><br />
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<span style="font-family: Verdana, sans-serif;">Media training you receive should be comprehensive, customized and teach you strong techniques. Perhaps ironically, many reporters appreciate someone who is prepared. It helps them do their jobs easier and quicker. </span><br />
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<span style="font-family: Verdana, sans-serif;">I base my training on the following rules. They’ve been well received and, gratefully, most of my clients have adopted these rules and the continued use of the exclusive templates they receive at the close of a training day. </span><br />
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<span style="color: red;"><b>Rule #1—Know what’s at stake</b> </span></span><br />
<i><span style="font-family: Verdana, sans-serif;"><b>What’s in it for you?</b> </span></i><br />
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In other words, make sure you have a reason for doing the interview. For instance, it’s your chance to establish an agenda on an issue. Or, it could offer you a competitive advantage. Perhaps you need to clear up misperceptions or erroneous information. It could be helpful to increasing your stock value. There are many possible reasons; just make sure you have one or more predetermined for yourself. It will help keep you on message. </span><br />
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<span style="color: red;"><b>Rule #2—You can define the terms</b> </span></span><br />
<i><span style="font-family: Verdana, sans-serif;"><b>Answer from your perspective. </b></span></i><br />
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Spin or evasion are counter-productive to transmitting messages. Politicians are notorious for it and you’ve probably found yourself getting frustrated with spin and evasion when you see or hear it. You can answer questions responsively, even when you don’t like them. It’s a matter of listening carefully and then answering from your perspective instead of getting impaled on an opposing agenda. </span><br />
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<span style="color: red;"><b>Rule #3—You are the expert</b> </span></span><br />
<i><span style="font-family: Verdana, sans-serif;"><b>You own the information.</b></span></i><br />
<span style="font-family: Verdana, sans-serif;"><i></i>If a reporter had all he/she needed, they wouldn’t spend time talking to you. But, no matter how well briefed they are on your company or industry, you undoubtedly have a greater depth of expertise. Let it out, and let it comfort you, help you feel more confident and prepared. </span><br />
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<b><span style="color: red;">Rule #4—An interview is not a conversation</span></b></span><br />
<i><span style="font-family: Verdana, sans-serif;"><b>It’s a message delivery environment. </b></span></i><br />
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This is the rule that is usually the most difficult for my clients to adapt to. Interviews have all the attributes of conversations, but conversations often lead to debates, corrective responses, sometimes even to arguments. None of that is helpful to you. If you feel like you’re in a conversation, you might just end up saying something in a way that you regret. </span><br />
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<span style="color: red;"><b>Rule #5—Understand the interview environment</b> </span></span><br />
<span style="font-family: Verdana, sans-serif;"><b><i>Prevent unexpected distractions.</i> </b></span><br />
<span style="font-family: Verdana, sans-serif;">Make sure you know exactly how the interview is going to be conducted so that you don’t get distracted by technology. Is it a phone interview? Or, on the other extreme, you relating just to a camera while the interview is being conducted from a studio somewhere in the distance? You need to know in advance, especially since it may require a dress rehearsal that imitates the upcoming interview environment. </span><br />
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<b><span style="color: red;">Rule #6—Have a positive attitude</span></b> </span><br />
<i><span style="font-family: Verdana, sans-serif;"><b>Let body language validate your words. </b></span></i><br />
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If your non-verbals are not validating your verbals, guess what. Non-verbals win. Overwhelmingly. Body language is a huge factor. Even on a phone interview, tone of voice, a sense of enthusiasm, an indication of dread or fear, a lack of sincerity, perhaps a monotone…whatever it is that’s being heard with your words will either help “sell” or sabotage your words. In-person, using natural animation, just as might in general conversation, is encouraged. Be yourself. </span><br />
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<b><span style="color: red;">Rule #7—Answers are more important than Questions</span></b> </span><br />
<span style="font-family: Verdana, sans-serif;"><i><b>Deliver positive, stand-alone statements.</b></i> </span><br />
<span style="font-family: Verdana, sans-serif;">Their job is to ask questions. Your job is to deliver answers (messages). If you’re in a conversation mode, you’re likely going to respond to negative questions negatively. That puts you in a weakened position. The most negative questions can, and should, be answered with a positive response that can stand on its own and hopefully be used as a quote or sound bite. </span><br />
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<span style="font-family: Verdana, sans-serif;"> <span style="color: red;"><b>Rule #8—Think audiences, first</b> </span></span><br />
<span style="font-family: Verdana, sans-serif;"><b><i>Define targets, then plan messages.</i> </b></span><br />
<span style="font-family: Verdana, sans-serif;">You’ve got to know who you’re talking to before you determine what you want to say and how you need to say it. The reporter usually is not a target audience; only your conduit to those audiences. So, depending on the topic, and the media outlet doing the interview, narrow down their audiences to the ones most important to you. Target audiences can be one or more people who have a common interest with you and can help you achieve your (business) goals. </span><br />
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<b><span style="color: red;">Rule #9—Answer with a conclusion, or point</span></b> </span><br />
<span style="font-family: Verdana, sans-serif;"><b><i>Reporters listen for sound bites.</i> </b></span><br />
<span style="font-family: Verdana, sans-serif;">This is a tough one for engineers. They usually want to tell you all the details first. But, it’s not limited to engineers. Frankly, most of us do the same thing. But reporters have a finite amount of space (for print, or online), or time (for broadcast) and they need your help in packaging a story. So when you answer a question, go straight to the main point. Then, as necessary, support it with detail that they can use to support the quote they select. Usually, they’ll paraphrase that detail in order to meet their space and/or time limitations. </span><br />
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<b><span style="color: red;">Rule #10—Determine your Interview Objective</span></b> </span><br />
<span style="font-family: Verdana, sans-serif;"><b><i>Make a positive lasting impression.</i> </b></span><br />
<span style="font-family: Verdana, sans-serif;">This is the ultimate bottom line; it’s the sum of all your messages. And, it, too must be pre-determined. It is the overriding impression that you need to leave with target audiences. After they’ve heard, seen or read the story that includes you, what’s the overall feeling you want them to have? Hopefully, it’s usually positive and persuasive.</span>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-7937063486418721782012-02-01T09:30:00.006-05:002012-02-01T10:30:38.867-05:00The Power of Words<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTOr1ujRS6ks5KlO0tpxW8n7-muqVrIx1RR_OPBrx5obfV09Ds8hozc7hfErR2YsQQJ6KWF9Tna9LUvhZYVAs6q2mc5tbYq22gxGj7FaxnnYYCV_7X3ubdpxlgSKTLAIMNIy_jPSCQdN8/s1600/Words.png"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiTOr1ujRS6ks5KlO0tpxW8n7-muqVrIx1RR_OPBrx5obfV09Ds8hozc7hfErR2YsQQJ6KWF9Tna9LUvhZYVAs6q2mc5tbYq22gxGj7FaxnnYYCV_7X3ubdpxlgSKTLAIMNIy_jPSCQdN8/s200/Words.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5704174633531186034" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span><b><i><a href="http://www.themediatrainers.com/helpyou/develop.shtml">By Eric M. Seidel, CEO</a></i></b></span></div><div><span><b><i><a href="http://www.themediatrainers.com/helpyou/develop.shtml">The Media Trainers, LLC</a></i></b></span></div><div><span><br /></span></div><div><p class="MsoNormal"><span>“It’s not what you say, but how you say it!”<o:p></o:p></span></p> <p class="MsoNormal"><span>Perhaps you received that admonition from your mom or dad—or both—while you were growing up. And probably because they didn’t approve of something you said.</span></p> <p class="MsoNormal"><span>But it says so much more about how we communicate today. The deluge, the cacophony of voices and messages are overwhelming. We typically respond by ignoring most of it.</span></p> <p class="MsoNormal"><span>Until that one thing you hear or read jumps out…because of the way it's said or written.</span></p> <p class="MsoNormal"><span>Consider this video of a blind beggar on a street somewhere in England, perhaps London. One passerby stopped and rewrote his message. The result, donations increased substantially.</span></p> <p class="MsoNormal"><span>The message was the same, but stated in a much more powerful way.</span></p></div><div><br /></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwlv-mimxXZsnnaECZIl4mCRy8QeTsiBuTqQdpxwd4BB2FieXq8g0M1UT5p9jQem_8wd0GiJe0hiLuKwosojg' class='b-hbp-video b-uploaded' frameborder='0'></iframe>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com2tag:blogger.com,1999:blog-925911125759847019.post-72845525095888326652012-01-11T15:20:00.008-05:002012-01-11T15:57:03.782-05:00What Happened to Comparatives?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEOSjq6OREJV30YM6kB88NRIR4nHscmjtDl2i7FnwggsNrEJ094emkTVY-Tzjd0lndNx5FHLQgGmI786HqokQ1zrPi_CJx4v6F528BiBdjnSTN0il5WW_PH7stndwdm7AWPxUYrOZQVsg/s1600/Snapshot+1+%25281-11-2012+3-15+PM%2529.png"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEOSjq6OREJV30YM6kB88NRIR4nHscmjtDl2i7FnwggsNrEJ094emkTVY-Tzjd0lndNx5FHLQgGmI786HqokQ1zrPi_CJx4v6F528BiBdjnSTN0il5WW_PH7stndwdm7AWPxUYrOZQVsg/s200/Snapshot+1+%25281-11-2012+3-15+PM%2529.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5696472494847214786" /></a><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg62Fsw5XWkhplcAGMoAue-2iN_hObs9WDbvtsMleCFY7HJUzWDAl3Tty7fmTrqWEvu-Ocb2y2I5DZn8woFtJXoyIzZkVvvYVVs7N-sDW9ZbzKaycejnl_Xzv949_WW-2ITR60C7MQc7yk/s200/Snapshot+2+%25281-11-2012+3-16+PM%2529.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5696472176835422226" style="float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 200px; height: 150px; " /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span><br /></span></div><div><span ><a href="http://www.themediatrainers.com/helpyou/training.shtml"><i><b>By Eric M. Seidel, CEO</b></i></a></span></div><div><span ><a href="http://www.themediatrainers.com/helpyou/training.shtml"><i><b>The Media Trainers, LLC</b></i></a></span></div><div><span><br /></span></div><div><p class="MsoNormal"><span >When did “healthier” become “more healthy?” Or, when did “smarter” become “more smart?” Or, when did “stronger” become “more strong?” The rules for these things we call comparatives keep getting broken: <o:p></o:p></span></p> <p class="MsoNormal"><strong style="background-color: white; line-height: 15pt; "><span><span >1. One syllable words form the comparative by adding -er and -est:</span></span></strong></p><p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span ><span> brave, braver, bravest</span><br /><span> small, smaller, smallest</span><br /><span> dark, darker, darkest.<o:p></o:p></span></span></p> <p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span ><strong><span>2. Two-syllable words that end in -y, -le, and -er form the comparative by adding -er and -est:</span></strong><span><br />pretty, prettier, prettiest<br />happy, happier, happiest<br />noble, nobler, noblest<br />clever, cleverer, cleverest<o:p></o:p></span></span></p> <p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span ><strong><span>3. Words of more than two syllables form the comparative with</span></strong><span class="apple-converted-space"><b><span> </span></b></span><em><b><span>more</span></b></em><span class="apple-converted-space"><b><span> </span></b></span><strong><span>and </span></strong><em><b><span>most</span></b></em><strong><span>:</span></strong><span><br />beautiful, more beautiful, most beautiful.<br />resonant, more resonant, most resonant<o:p></o:p></span></span></p><p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span><span ><br /></span></span></p><p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span ><span>This may sound like a minor point to you. </span> <span>Don't be fooled. </span> I<span>f someone thinks you made a mistake with your comparative, they just might not hear anything else you say. Result: message lost.</span></span></p><p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span><span ><br /></span></span></p><p style="margin:0in;margin-bottom:.0001pt;line-height:15.0pt;background:white"><span><span >It's often the little things that make a big difference. </span></span></p></div><div><span ><br /></span></div><div><span >Here's a little song for you in this video clip to help you remember when to add "-er" or "more": </span></div><div><br /></div><div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzzQcqtQU0l21jo6vUzl2cRkaB0JjY_J2fMDOPu7cCjT6-MAC6sZwhNfYuXR2b_7sdfooUb5IjzderCD39vvg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-57701644822246469012012-01-10T11:09:00.008-05:002012-01-10T18:08:39.382-05:00Succeeding a Legend<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHHFWRFgKpcUeHb0qeqavrIPZrMDk72l7aKzGcZd6F6fjvv6q0HBOt8FUmAUInMoNERvhfmiIqn1JoPWFIlw7yvU38IuLJHsg0cYV8whpIMq2ri3AFr38xnWP7Eoc4b-59EUo2PYSSspo/s1600/O%2527Brien_photo.png"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHHFWRFgKpcUeHb0qeqavrIPZrMDk72l7aKzGcZd6F6fjvv6q0HBOt8FUmAUInMoNERvhfmiIqn1JoPWFIlw7yvU38IuLJHsg0cYV8whpIMq2ri3AFr38xnWP7Eoc4b-59EUo2PYSSspo/s200/O%2527Brien_photo.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5696036444011818882" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span><br /></span></div><div><span><b><i><a href="http://www.themediatrainers.com/helpyou/develop.shtml">By Eric M. Seidel, CEO</a></i></b></span></div><div><span><b><i><a href="http://www.themediatrainers.com/helpyou/develop.shtml">The Media Trainers, LLC</a></i></b></span></div><div><span><br /></span></div><div><span style="font-family: verdana; font-size: 11pt; ">It’s tempting to strike back when you’re being attacked through the media. We’re getting a belly full of examples from the GOP presidential debates.</span></div><div> <p class="MsoNormal"><span style="font-size: 11pt; "><span>It’s the unusual person who can constrain that reflex and take the high road in such a way that their response is even more powerful.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>Bill O’Brien is the newly-named football coach at Penn State. You probably know about the sordid scandal that institution is experiencing regarding a former assistant coach and charges of pedophilia. It cost one of the most celebrated coaches of all time, Joe Paterno, his job. It was very tragic for an icon to be forcibly retired.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>And it’s quite a challenge to be the person who follows him.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>O’Brien, the successor, has no Penn State roots; no connection at all. And while he has significant experience as an assistant coach in the pros and with major college programs, he’s never been a head coach. Those are two primary reasons his selection was not greeted favorably by everyone. Some notable former players have complained very loudly and publicly.</span></span></p> <p class="MsoNormal"><span style="font-family: verdana; font-size: 11pt; ">“It would have been nice if we felt like we were part of the process,” said D.J. Dozier, a member of the 1986 national championship team. “This is a pretty important situation in transition for the university and the program. There are a lot of guys that feel a certain way. Today I have more questions than answers.”</span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>Former linebackers LaVar Arrington and Brandon Short led an online petition in support of interim coach Tom Bradley who’s been with Penn State and at Paterno’s side for decades.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>It would be easy to understand O’Brien if he responded in anger. But, instead, his reaction was not only positive, it was powerful, giving his critics little opportunity to continue their public denunciations.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>When he was introduced at a press conference, O’Brien acknowledged the controversy, said he understood it and took responsibility to “get this football family moving in the right direction.” <o:p></o:p></span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>“We respectfully request the opportunity to earn your trust through communication and field it through our abilities, ethics, beliefs, work ethic and commitment to Penn State. In time, we will find that we have more common interests and goals than not. We are here now with you. You should be proud of Penn State’s numerous accomplishments. You should be proud of Penn State’s football program. You should love this school. You are why we want to be here. We want you to know that you will always be welcome and a part of our program because we are Penn State!”</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>With those brief remarks, Bill O’Brien created an open, accessible and welcoming posture to even his most strident critics, leaving them little room to credibly continue their public complaints.</span></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span>This is an excellent example of how to channel your emotions through the media to help drive persuasive and positive messaging.</span></span></p> <p class="MsoNormal"><span><b><i>(You can see and hear O’Brien’s statement, which runs about one and a half minutes, just click on the video below.)</i></b></span></p><p class="MsoNormal"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dx0HJpCcUPAocNdRZtuw8b2dpo7lxKkn_IUzgBIuPEHMKSaMQIH4oQsdaUDm4KmCl5Ozxzfvc1cx3NaMGKhxw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-62924024820642481302012-01-04T11:49:00.005-05:002012-01-04T12:47:29.187-05:00The Good Do Die Young<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDUyNVv33yjwfWPGQVP6OeQvnlIRL2EPSz3xPB0pQfwBcHfErNsPRraTTzTuYbZxwcXfl-7HPUAmHbV0Vr80cIm8QsTQIE5v_hOngoTR6Z5Q1ZYy7bBqdRa_HFz2wyxZHF7R4tkrOtQlw/s1600/120103015144-jim-huber-portrait-story-top.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 112px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDUyNVv33yjwfWPGQVP6OeQvnlIRL2EPSz3xPB0pQfwBcHfErNsPRraTTzTuYbZxwcXfl-7HPUAmHbV0Vr80cIm8QsTQIE5v_hOngoTR6Z5Q1ZYy7bBqdRa_HFz2wyxZHF7R4tkrOtQlw/s200/120103015144-jim-huber-portrait-story-top.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5693820233605926578" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span><br /></span></div><div><span><i><b>By Eric M. Seidel, CEO</b></i></span></div><div><span><i><b>The Media Trainers, LL</b></i><b>C</b></span></div><div><br /></div><div><p class="MsoNormal"><span>This is a very personal post about a very special friend and journalist.<o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family: verdana; ">Jim Huber’s prose resonated like poetry. A newspaper sports reporter who graduated to radio and television, everywhere he went, everyone he met, the result always was positive. Look up the words “class” and “gentleman” and certainly the picture you see above should be included.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">I met Jim 37 years ago. I was news director of an Atlanta radio station. He was PR Director for the Atlanta Flames. Our station general manager saw something special in Jim, especially his writing. So he joined us as our sports director and soon his daily morning commentaries were appointment listening. I always was struck by the number of female listeners who tuned in for Jim’s sports-related comments. His prose was that good!</span></p> <p class="MsoNormal"><span>And his sense of humor. It was special. One day many years ago, I believe it was the LA Dodgers who signed the aged Minnie Minosa to their post-season baseball roster. It was a public relations move that generated lots of buzz. Minnie, of course, was a Latino and Jim played a tape supposedly of Minosa speaking Spanish at a Dodger press conference. Actually, it was tape of Brazilian soccer superstar Pele. Later that day, a listener called me and said he wasn't absolutely certain, but he thought the tape was of someone speaking Portuguese, not Spanish. Yes, Jim did it purposely to see if anyone noticed.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">Like a perfectly cut diamond, Jim had many facets. And among them was his unflappability. Although originally a print reporter, he adapted to his broadcast environment quickly and smoothly. He was a complete pro. He left radio for local TV, but his talent was much too big for one market. CNN knew that and hired him for their sports department. Anchoring and reporting were his staple duties, but his sports essays became his brand.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">Recognizing his very special skill, Jim was given more opportunities to grow that brand. The ideas for his essays were his own and he was afforded the time to write and produce them. CNN knew it had someone and something special and the network took advantage of it.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">While sports was Jim’s second love—after family—golf was his special passion. For years, he was the in-depth interviewer and essayist for TBS and its coverage of the PGA. He became a celebrity in his own right (although that probably made him uncomfortable) within the professional golf community. His inherent kindness always came out in his work. Jim had a golden touch; he was a master wordsmith, and when an idea struck, he often could quickly turn out a beautiful piece.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">I had lunch with Jim a little over a year ago. It was a great reunion. We had not seen each other for years, despite living in the same metropolitan area. Too often, life gets in the way of what makes living so special. We talked about getting together with our wives one evening soon for dinner. We never did and I will forever regret it.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">A few days before this past Christmas, Jim had a cough that kept getting worse. He finally went to an ER for medical assistance. The diagnosis was acute Leukemia. One day after New Year’s, he was gone. Taken from us so unexpectedly, without any warning. I still cannot accept the fact that he’s gone. </span></p><p class="MsoNormal"><span style="font-family: verdana; ">Jim was 67. That’s much too young. He had so much more to do, so much more to give.</span></p> <p class="MsoNormal"><span style="font-family: verdana; ">Too often the good do seem to die young.</span></p> <p class="MsoNormal"><span style="font-family: verdana; "><b><span>There are a number of examples of Jim’s essays online. Here are links to two of them. One on the late Wayman Tisdale chronicling his battle with cancer. The other on the retirement of celebrated NBA coach Phil Jackson.</span></b></span></p> <p class="MsoNormal"><a href="http://www.youtube.com/watch?v=3paZTyDt0IU" style="font-family: verdana; "><b><span>http://www.youtube.com/watch?v=3paZTyDt0IU</span></b></a></p> <p class="MsoNormal"><a href="http://www.youtube.com/watch?v=GHVG7Rig95c"><span><b>http://www.youtube.com/watch?v=GHVG7Rig95c</b></span></a></p></div><div><br /></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com3tag:blogger.com,1999:blog-925911125759847019.post-83462682967166754432011-12-27T15:51:00.013-05:002012-01-04T09:58:07.289-05:00First Impressions, Lasting Impressions<div><b style="font-family: verdana; "><i><span><a href="http://www.themediatrainers.com/helpyou/training.shtml">By Eric M. Seidel, CEO</a></span></i></b></div><div><span><b><i><a href="http://www.themediatrainers.com/helpyou/training.shtml">The Media Trainers, LLC</a></i></b></span><br /><br />Are you aware of your immediate reaction to someone before they even say a word? More importantly, are you aware of how others might first perceive you when you meet? Non-verbals can scream, without making a sound. And, in interviewing, they are critical to your credibility. Here are some examples to consider:<br /><br /><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQvLhyoqf4n6TTCOXBmfvFsWYXhWtDp2yuT8KzsR8pUPrhr97Kg8eX5YuzUJK_eR22FNxMit1Umx1_dRg1B6GqN0XsNWyHq1VRUfaVg0ZPJBislPHaB6Sn7HuWFzzzVUzjbkVvoTbtiwc/s200/1800_Flowers.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690915155443683602" /><span>1-800 Flowers CEO Jim McCann has a lot to smile about. This holiday season has been good for his business. But even when things are not this good, McCann warms a room with his smile and his body language. Executives could learn a lot observing McCann in interviews. He's warm, friendly and jovial.</span><br /><br /><br /><br /><br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBfqm4UvmbLJj6ZLssjzNLIOpA-vylGXMihp8T84a-Jdts_Dl_7M0tAmVUNJ0SrEnuCDIxq6khtdSndUf7p9Hb3PCfwUGz8zUqfZELQcP0D94sS8rUDLL-hGgaaepSV6W26qikz8tw5aI/s200/Energy_Jobs.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690915041177781650" style="float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 200px; height: 150px; " /></div><div>Basic Industry Services CEO Kenneth Huseman has a positive story to tell, but you wouldn't know it from his demeanor. He helps oil companies find employees. And there are plenty of jobs to be filled right now in the U.S., but Huseman is all business. He could loosen up a bit. Maybe Jim McCann could advise him on the value of a smile!</div><div><br /><br /><br /><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgW5i9fmiBb4TtT6l-T-gGhsrs6Emh3IYD2rfXfUa9vdVz1-1_AI1cRb76TzUS7CTrrYgA32EUIG7OyQqsOeRLJGkW8uW-6fzmAO4wDWmrDhA6VDpopJ0uaf78sW3rd8QiE3Am33DZrN4M/s200/Natalie_Wood.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690914938310671074" />This is Dennis Davern. He captained the boat from which Natalie Wood "fell" and drowned 30 years ago. He contributed to a book recently published that claims, at the very least, negligence on the part of Wood's husband, Robert Wagner, contributed to her death. Did anyone tell Davern to shave and bathe before this interview? Apparently not! By the way, his performance was as poor as his appearance.</div><div><br /><br /><br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgiz3VKOtvcr0-WkQarvSGt5CdFo8X1ouEh1iB6B5TweV6f1RW4IhrP8FLWb6mwCu_yvXL2S4vhaE_1463eD5hKEL66vtNT4_ua9-jfbG4Q4obff5GPirN3oMdyiuB9OY4NzPU6q6jBsUE/s200/Nokia_CEO.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690914611190737234" style="float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 200px; height: 150px; " /></div><div>This guy, on the other hand, is being hammered with one of the toughest and nastiest questions I've heard. He's Nokia's CEO, Stephen Elop, and the gist of the question is that Nokia's stock isn't worth holding onto, not to mention purchasing. Yet, to his credit, Elop maintains a cool expression, waits for the question to end (and it was long), and then answers it calmly and positively.<br /><br /><br /><br /><br /><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjSD_s4lv11sMZrssqOZaYe7GPd-MfhJKxGX8TlbXWfz-O1H1O-qJH-eLVOHyR4mx1N_-gMCtGfysVdB90fmBSF_W2jMSrkLXc_vIluV3N_2Ji1yYH-irVZSDQtzU7Eo-doF7vkwV0JxF0/s200/Scott_Boras.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690914221878110850" style="float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 200px; height: 150px; " /><div><div>Familiar with Scott Boras? He's a sports agent, primarily for major league baseball players. His client list includes a number of super stars. Teams hate dealing with Boras. He's very difficult. Indeed some teams have refused to deal with him at all. His image follows him into interviews. In this one, he made very clear non-verbally that he was bored and would rather be somewhere else. So why did he agree to do it?</div></div></div><div><br /></div><div><br /></div><div><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_x2hey6QY8BDzltY761vHhyphenhyphenZRu4STgYKwz4YhTVEKnuILBvqDqirOhbihXEqeS2LKixoB6qpwdxxSvfcwN-K1LGjYMukYyovYzU9ADp2ToUANyXxg73PxAkOzc5uwIRFnyDQdf2xeWOo/s200/Belafonte.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5690913974727374898" style="float: left; margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; cursor: pointer; width: 200px; height: 150px; " /></div><div>And, finally, Harry Belafonte was making the rounds not long ago, via satellite, selling his autobiography. Belafonte was in NYC as the local Terre Haute, Indiana, TV anchor introduced him. Unfortunately, Harry had fallen asleep, apparently with no IFB in his ear. She called his name several times, but nothing. Not a flinch, not a muscle. His pose was frozen. No word on sales of his book in Terre Haute, but this "interview" undoubtedly generated lots of buzz. </div><div><br /></div><div>DAY-OH...DAYLIGHT COME AND HARRY'S STILL ASLEEP!</div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-87646700448250507242011-11-03T10:55:00.012-04:002011-11-03T13:12:15.500-04:00Blind Man Swinging at a Piñata<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpGAKH_fPxflilQmIbxvk-8kWoEWmVqel1tCb4MGD9ZKSD-orNEjtfyE9cIXP9Pbi5i2_XQhzKziYi8UWqsprrmWS7wmFYDSJDjzjFq1SxZWHYy4zVeA4I8jbLTHX_zgxgO4IeE5CzYYU/s1600/Pinata.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 170px; height: 113px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpGAKH_fPxflilQmIbxvk-8kWoEWmVqel1tCb4MGD9ZKSD-orNEjtfyE9cIXP9Pbi5i2_XQhzKziYi8UWqsprrmWS7wmFYDSJDjzjFq1SxZWHYy4zVeA4I8jbLTHX_zgxgO4IeE5CzYYU/s200/Pinata.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5670809737666633410" /></a><br /><br /><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><b><i><span style="font-family:"Verdana","sans-serif""><br /></span></i></b></div><div><b><i><span style="font-family:"Verdana","sans-serif""><span class="Apple-style-span" ><a href="http://www.themediatrainers.com/helpyou/crisis.shtml">By Eric M. Seidel, CEO</a></span></span></i></b></div><div> <b><i><a href="http://www.themediatrainers.com/helpyou/crisis.shtml"><span style="font-size:10.0pt;font-family:"Verdana","sans-serif";mso-fareast-font-family: "Times New Roman";mso-bidi-font-family:"Times New Roman";mso-ansi-language: EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">The Media Trainers</span><span style="font-size:7.0pt;mso-bidi-font-size:10.0pt;font-family:"Verdana","sans-serif"; mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman"; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">®</span><span style="font-size:10.0pt;font-family:"Verdana","sans-serif";mso-fareast-font-family: "Times New Roman";mso-bidi-font-family:"Times New Roman";mso-ansi-language: EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">, LLC</span></a></i></b><p></p></div><div><span class="Apple-style-span"><p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">First, this disclaimer: I have no preference in the GOP presidential contest. I observe press conferences, interviews and debates through the prism of techniques.<o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">With that said, Herman Cain’s response to sex harassment charges has been a graduate-level course in what NOT to do in a crisis.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">Observing Cain and his campaign has been like watching a blind man swinging at a piñata. Every response has been an instant reaction without prior thought or planning, constantly missing the mark. As a result, Cain’s story has changed from one interview to the next. </span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "> </span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">As more details emerge, his explanation adds a new wrinkle, provoking more questions and a picture of an organization in chaos.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">Cain’s communications team—which may be a generous description—has been amateurish. Chief of Staff Mark Block took that a step further, appearing on </span><i style="font-family: Verdana, sans-serif; font-size: 15px; ">Fox News</i><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "> and with a page of messages he visibly referred to during the live interview. In addition, Block charged the Rick Perry campaign for leaking the harassment story to </span><i style="font-family: Verdana, sans-serif; font-size: 15px; ">Politico</i><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><span class="Apple-style-span" style="font-size: 15px;">, a charge that very likely could be wrong, thus creating even deeper problems and concerns for the Cain campaign and its credibility. </span><i><b><span class="Apple-style-span" >(Click on the video below.)</span></b></i></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">Herman Cain and his people were alerted this story was coming out about 10 days in advance. Their apparent inaction in doing due diligence and preparing a factual, credible, cogent and comprehensive response inevitably raises questions about the candidate and his ability to organize and lead. They had an opportunity to get ahead of this story, but their inaction has them trailing, keeping them off message.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">Today’s reality of instant planet-wide communication makes it a priority to have a strong, credible communications infrastructure. And not just for political candidates; it’s imperative for all businesses and organizations.</span></p></span></div><div><b><i><br /></i></b></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxc1ozAHgQsdKnL8nr70XmamMwrs6Ot8l9rFVcc5yRwpjD1NxhrV81BpgLIxdz_9SlecnH01dEQA5KDxNKH8A' class='b-hbp-video b-uploaded' frameborder='0'></iframe>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com3tag:blogger.com,1999:blog-925911125759847019.post-18136213004690522732011-08-09T10:45:00.006-04:002011-08-09T11:46:41.888-04:00The ROI of Interviews<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjThNbcxIGgyibpSEu6Pu5GuoSmLof01JsPVUExJY7tymoZA-i9iPvxo_HqxPt-aeYmI4hEfJraPiIeZzCdORIeh0shO_aGrXcbRDzKejmuaz0k9j8DvXHwC4JjcP379vOA-N7op8EeXmg/s1600/ROI.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 160px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjThNbcxIGgyibpSEu6Pu5GuoSmLof01JsPVUExJY7tymoZA-i9iPvxo_HqxPt-aeYmI4hEfJraPiIeZzCdORIeh0shO_aGrXcbRDzKejmuaz0k9j8DvXHwC4JjcP379vOA-N7op8EeXmg/s200/ROI.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5638881343572748786" /></a>
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<br /></div><div><span class="Apple-style-span" ><i><b><a href="http://www.themediatrainers.com/tools.shtml">By Eric M. Seidel, CEO</a></b></i></span></div><div> <p class="MsoNormal"><span class="Apple-style-span" ><i><b><span class="Apple-style-span" ><a href="http://www.themediatrainers.com/tools.shtml">The Media Trainers®, LLC</a></span></b></i><o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span" >Consider this: a reporter interviews you because they want information, or a quote (or sound bite). So, you are fullfilling something they need to do a story. What about what you need, or would like to get in return? Shouldn’t this be a two-sided arrangement?</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">In either case, neither of you may come away with exactly what you wanted, or needed, to get out of it. But that doesn’t negate the fact that you have every right to pre-determine what you want to get out of an interview BEFORE you submit. <span> </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Hence what I call your <b>ROI</b>: <u><b>R</b></u>eturn <u><b>O</b></u>n the <u><b>I</b></u>nterview. This is what you want to achieve as result of solid, persuasive messaging. The <b>ROI</b> could be one (or more) of any number of things including, but not limited to:</span></p> <p class="MsoNormal"></p><ul><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Competitive advantage</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Correcting erroneous impressions</span></span></li><li>Enhancing or repair company image</li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Positively affecting stock value</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Joining an industry messaging campaign</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Potential for immediate financial gains</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Responding to a crisis</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Maintaining a top-of-mind position with clients/customers</span></span></li><li><span class="Apple-style-span" style="font-family: verdana; "><span style="font-size: 11pt; ">Cultivating media relationships to support your branding efforts</span></span></li></ul><p></p> <p class="MsoListParagraphCxSpLast"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">There are no guarantees you’ll achieve your <b>R</b>eturn <b>O</b>n the <b>I</b>nterview. But you can be fairly sure no <b>ROI</b> will be derived if none is planned for ahead of time.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Predetermine your <b>ROI</b> and good message development should follow.</span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-46537185326694456052011-08-03T11:04:00.013-04:002011-08-03T15:56:09.571-04:00Practice! Practice! Practice!<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisUdDmR5YSilub3O0Fs7WUrtaB9vcJ0MWYird5Ezy1hBSqOrRQEN-OFESj-FfiuM_htl_IPh4JlRGLGN2WK1GcOOvGTsCubVl8mxnr-p40kHCfpukSz6HGrl0mx6cj4mJIl50HUA5X0zg/s1600/Marcel.png" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisUdDmR5YSilub3O0Fs7WUrtaB9vcJ0MWYird5Ezy1hBSqOrRQEN-OFESj-FfiuM_htl_IPh4JlRGLGN2WK1GcOOvGTsCubVl8mxnr-p40kHCfpukSz6HGrl0mx6cj4mJIl50HUA5X0zg/s200/Marcel.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5636645963090016194" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><p class="MsoNormal"><span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/helpyou/training.shtml">By Eric M. Seidel, CEO</a></i></b></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/helpyou/training.shtml">The Media Trainers®, LLC</a></i></b></span></span></p></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt;font-family:"Verdana","sans-serif"; mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman"; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA"><br /></span></div><div><span class="Apple-style-span">When it comes to dealing with the media, it’s all about impressions made on target audiences. Bad ones can be made very quickly and be long lasting. Good ones can be quick, too, and need to be repeated. One misstep can change good to bad right away.</span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">That’s one of the reasons it’s so important to rehearse before you do an interview. Any type of interview. Print or broadcast. And the more challenging the environment, the greater the need to practice.<span style="font-size: 12pt; "> </span>Here’s an evaluation of a recent case in point.<span style="font-size: 12pt; "> </span></span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span">Marcel Fairbarin is the founder of LED Source. He specializes in lighting. But watch him explain what he does to a business network anchor who’s pretty much in the dark. He fails in his first 16 seconds.</span></div><div><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><br /></span></div><div><br /></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwsY_RRe8j0VDt6JJTWn4rSYXJSRH1dffFHdYOZaQdD01zfNvSj31vQYF6A59wvksZPOx2yD_1CDtMvyrvcIw' class='b-hbp-video b-uploaded' frameborder='0'></iframe><div><br /></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA">For another 16 seconds, he gets deeper into the weeds…not very enlightening, nor interesting.</span></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA"><br /></span></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA"><br /></span></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxsVp-Oiyj0m3L_IiAXfHqM1wHEJXDKmaTZpWE6vb6SEIPJmIPya8lPgn2K5Jq8C7kOAYRNNborazE469lGYQ' class='b-hbp-video b-uploaded' frameborder='0'></iframe><div><br /></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA">Finally, more than 30 seconds into his description, Marcel hits on what a business network audience would want to know; his product provides strong, positive returns.</span></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA"><br /></span></div><div><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA"><br /></span></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dy7gVwdJ9aHSsubbqPjK9Mx9PBdpXZivca-X9hOLazXYXqXgSVOUCwJPnRubiUTuU5evoJtcnagwVH9xHDs-g' class='b-hbp-video b-uploaded' frameborder='0'></iframe><div><br /></div><div><p class="MsoNormal"><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">Another problem with this interview is that Marcel doesn’t appear to have practiced. His inconsistent eye contact and swiveling in his chair are distractions. </span></p><p class="MsoNormal"><span style="font-size:12.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">It’s not easy relating to a camera. It requires you to personify the camera and address it as if it’s animate and listening to you. You need to maintain eye contact with an unblinking object staring back at you, and appear to be relaxed at the same time.<o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; ">Bottom line: Before any interview, Practice! Practice! Practice! Make sure you understand the planned environment, and prepare for it!</span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1tag:blogger.com,1999:blog-925911125759847019.post-10046278623946444452011-05-26T16:12:00.010-04:002011-05-26T16:38:59.660-04:00No "Feel" for a Sexually Hostile Workplace?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1gwY0UY4W_FIDTDXznCBnTSRYvsWXIDpK0R7Jm8rBtFIp39DMFXBcvfx4TptcnghRVIiZqH_H_zBOVuXi5Vqf5y_P7dxPPG46qdlo4_CvWXxewU1QcP1kU0ihmWHyVQyfJ_TnHp7mZTc/s1600/office1.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 168px; height: 112px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1gwY0UY4W_FIDTDXznCBnTSRYvsWXIDpK0R7Jm8rBtFIp39DMFXBcvfx4TptcnghRVIiZqH_H_zBOVuXi5Vqf5y_P7dxPPG46qdlo4_CvWXxewU1QcP1kU0ihmWHyVQyfJ_TnHp7mZTc/s200/office1.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5611121595483890738" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEctZbCHwJpyMVWYg6EFUHN6jZtbhQntKZRZzf58AU9Hg_ZOCKWPUY1dRjzd3VIDuyVpv4MpGEP8iupuLTpBilD96XGei3pyEWMWGwpdKdFZV_tv_EJGi5smJqFpGc_PKPOCRSfB8z7Kg/s1600/office2.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 168px; height: 112px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEctZbCHwJpyMVWYg6EFUHN6jZtbhQntKZRZzf58AU9Hg_ZOCKWPUY1dRjzd3VIDuyVpv4MpGEP8iupuLTpBilD96XGei3pyEWMWGwpdKdFZV_tv_EJGi5smJqFpGc_PKPOCRSfB8z7Kg/s200/office2.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5611121487324216802" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgen0RraM9ulFsS5VykNbePcPmEYylZV4lnOR4VfhK6Hk7Jiav_q2IoGK7Kijs1lrGGeCuZAQGpzEBt-kfULO3sb9DNtyBdJh0JQ9U_Ih6tbvqInYUj8FjqbCKExVxj_LDkgVWnxYndUI4/s1600/office3.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 120px; height: 168px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgen0RraM9ulFsS5VykNbePcPmEYylZV4lnOR4VfhK6Hk7Jiav_q2IoGK7Kijs1lrGGeCuZAQGpzEBt-kfULO3sb9DNtyBdJh0JQ9U_Ih6tbvqInYUj8FjqbCKExVxj_LDkgVWnxYndUI4/s200/office3.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5611121408357828098" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><p class="MsoNormal"><span class="Apple-style-span"><i><b><a href="http://themediatrainers.com/helpyou/training.shtml">By Eric M. Seidel, CEO<o:p></o:p></a></b></i></span></p> <p class="MsoNormal"><span class="Apple-style-span"><i><b><a href="http://themediatrainers.com/helpyou/training.shtml"><span class="Apple-style-span">The Media Trainers</span><span class="Apple-style-span">®</span><span class="Apple-style-span">, LLC</span></a></b></i><span class="Apple-style-span" style="font-size: 11pt;"><o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span"><span style="font-size: 11pt; ">The recent arrest of International Monetary Fund Managing Director </span><span class="apple-style-span"><span style="font-size: 11pt; ">Dominique Strauss-Kahn has led to reports that sexual harassment is part of the culture at the IMF.</span></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">US Treasury Secretary Timothy Geithner worked at the IMF at one time. Politico.com reporter Mike Allen asked Geithner about reports of a “predatory atmosphere” there. His answer? Well, you really need to watch this video. </span></span></p><p class="MsoNormal"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxcgZfmyfQ7AoOGHRfEZU0IpujG99JTy0nRqH0nkXfdLsx4dazkzBReCUYOC0jA6_pWtro83gE1oF5IZ5Qcsg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></p><p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"; mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman"; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">Geithner’s evasive response, and that he had no "feel" for the atmosphere there, inevitably leads to the conclusion that yes, he was aware of the IMF culture, but he was immune to it since he’s a man and it’s a question for a woman. Apparently, it just didn’t affect him like it would female staffers. In other words, this is the way things are and so be it?</span></p><p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"; mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman"; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">His answer would be troubling for any public official, but especially for someone with such a high position in government. </span></p><p class="MsoNormal"><br /></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-55300659295874567622011-05-24T16:38:00.010-04:002011-05-24T17:51:50.151-04:00Beware Interview IEDs<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5BLzeMj8fDrif-Dfoxu8_umklkKIB2vfrmWGcA1ERZA7GAnvNTM1D2OBzSejmYUmkT37D49F3kIOUh3DI9uzHIFAyRxHnvIzDUm77X3vE3_8-cgQuHt6FKb-yTAaCjOypfuZifi5WNN0/s1600/congress.jpeg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 127px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5BLzeMj8fDrif-Dfoxu8_umklkKIB2vfrmWGcA1ERZA7GAnvNTM1D2OBzSejmYUmkT37D49F3kIOUh3DI9uzHIFAyRxHnvIzDUm77X3vE3_8-cgQuHt6FKb-yTAaCjOypfuZifi5WNN0/s200/congress.jpeg" border="0" alt="" id="BLOGGER_PHOTO_ID_5610394316265645362" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; "><a href="http://themediatrainers.com/helpyou/training.shtml"><i><b><span class="Apple-style-span" >By Eric M. Seidel, CEO</span></b></i></a></span></p> <p class="MsoNormal"><span class="Apple-style-span" ><a href="http://themediatrainers.com/helpyou/training.shtml"><i><b><span class="Apple-style-span" >The Media Trainers®, LLC</span></b></i></a><o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">The media love conflict and controversy. That’s what makes for a good story. So, they often seed questions with a word or two designed to provoke a controversial response. I call these “Interview IEDs.” They’re designed to make you blow up. Figuratively speaking, of course.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">And what could be a more fertile potential source of conflict and controversy than the big oil companies after their periodic public spanking by Congress?</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Putting yourself in the place of an oil company CEO, it would seem enticing to use the venue of a live interview to fire back. But, the smart executives understand there’s no reward in doing that. And the really smart ones know how to avoid “Interview IEDs.”</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">For instance, Chevron’s John Watson, shortly after a recent US Senate hearing, appeared live with Fox business anchor, Neil Cavuto.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "></span></p><blockquote><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">“Did you feel that you were just part of a <b style="mso-bidi-font-weight:normal"><i style="mso-bidi-font-style:normal">kangaroo court</i></b>…?” Cavuto asked.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">“<b><i>We take the opportunity we get.</i></b> Sometimes the comments have to be short, but we try to get our points across,” Watson answered.</span></p></blockquote><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "></span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span class="Apple-style-span" >(Editor note: No need to be quoted talking about the Senate committee being a “kangaroo court.”)<o:p></o:p></span></span></p><p class="MsoNormal"><span style="font-size: 11pt; "><span class="Apple-style-span" ><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dyzje_2Eyy3oFUdcfutLNRqTAgoq5csHwx_FNzd70TmGuO0Is8IIR4Bc0XMiE5B4aBDNRgnHRnU74DJXDrwBg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "></span></p><blockquote><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Cavuto: “Do you think if you guys weren’t <b style="mso-bidi-font-weight:normal"><i style="mso-bidi-font-style:normal">making so much money</i></b>…there would even be a hearing today?”</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Watson: “Well, </span><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "><b><i>our business is big</i></b></span><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "> and I think that’s hard for anyone to understand…”</span></p></blockquote><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">(Editor note: I love this answer; it’s responsive without getting into the issue of money.)</span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><o:p><span class="Apple-style-span" > </span></o:p></span><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dx2dnldSBxvFFi4jKAH7jL8YvfGJxO1te0Ykvisom83uglKtELfaXYMBNoB0u-Dgw11gplq4nt1Ckn6N6rP' class='b-hbp-video b-uploaded' frameborder='0'></iframe></p> <p class="MsoNormal"><span style="font-size: 11pt; "><span class="Apple-style-span" ></span></span></p><blockquote><p class="MsoNormal"><span style="font-size: 11pt; "><span class="Apple-style-span" >Cavuto: “…making all that money, <b style="mso-bidi-font-weight:normal"><i style="mso-bidi-font-style:normal">you certainly don’t need any tax breaks</i></b>; you don’t need any tax subsidies…”<o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Watson: “Well, <b style="mso-bidi-font-weight: normal"><i style="mso-bidi-font-style:normal">what we need is tax treatment that is comparable</i></b> to what other companies receive…”</span></p></blockquote><p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">(Editor note: Often, you can adopt a word or phrase in a question to bridge to a response on your terms, instead of being drawn into controversy.)</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; "><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzlHwokS-itCy1vkTXCdobnvMzCJ9SqwrzwwfE46W3MNWExbW9QTZwIgun5dqPs_GFHMH7oMfvAlO3-ZmlUrQ' class='b-hbp-video b-uploaded' frameborder='0'></iframe></span></p><p class="MsoNormal"><span style="font-size: 11pt; "><span class="Apple-style-span" >W</span></span><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">atson is a good listener. He made sure he heard the the questions and avoided stepping onto Cavuto’s IEDs.</span></p> <p class="MsoNormal"><span style="font-size: 11pt; "><o:p><span class="Apple-style-span" > </span></o:p></span></p></div><div><br /></div><div><br /><div><br /></div><div><br /></div></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-71315571491633466702011-04-15T10:49:00.006-04:002011-04-15T15:39:58.997-04:00“Controlling” An Interview<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhxFrFwiWqQBsdhen9mpMQblRFmsI_fbItfr9hhqg_KghzBdIHYL1-FagB4Ox3-j6Jba6rluDnJX5a6EPbcxD7DWMpN03vt5QDp-5ORwJ0s7i-h0Amdj9fNWjt4zpjTup4CgBfc88tGEBU/s1600/1801_picture_of_an_angry_man_with_steam_clouds_coming_out_of_his_ears.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 126px; height: 150px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhxFrFwiWqQBsdhen9mpMQblRFmsI_fbItfr9hhqg_KghzBdIHYL1-FagB4Ox3-j6Jba6rluDnJX5a6EPbcxD7DWMpN03vt5QDp-5ORwJ0s7i-h0Amdj9fNWjt4zpjTup4CgBfc88tGEBU/s200/1801_picture_of_an_angry_man_with_steam_clouds_coming_out_of_his_ears.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5595822622449519490" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span"><i><b><a href="http://www.themediatrainers.com/helpyou/training.shtml">By Eric Seidel, CEO</a></b></i></span></div><div><p class="MsoNormal"><span class="Apple-style-span"><i><b><span class="Apple-style-span"><a href="http://www.themediatrainers.com/helpyou/training.shtml">The Media Trainers®, LLC</a></span></b></i><span class="Apple-style-span"><o:p></o:p></span></span></p><p class="MsoNormal"></p><p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span class="Apple-style-span">A reporter may be having a bad day, may not feel well, may not like you or your company, may have had an argument at home, or may be under the pressure of multiple stories and deadlines. These are things you cannot control.<o:p></o:p></span></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><o:p><span class="Apple-style-span"> </span></o:p></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span class="Apple-style-span"><br /></span></p><p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span class="Apple-style-span">There are two things you have absolute control over in an interview: your emotions and the words you speak. Always make sure you understand that and are consciously aware of it the entire time.<span class="Apple-style-span" style="line-height: normal; "> </span></span></p> <p class="MsoNormal"><span class="Apple-style-span">Get angry or belligerent with a reporter and you’ll be giving them a story they didn’t anticipate and one you’d prefer they couldn’t report. </span></p> <p class="MsoNormal"><span class="Apple-style-span">That’s where RIM (Research In Motion—the people who made your BlackBerry) co-CEO Mike Lazaridis finds himself today. Reports I’ve read seem to agree that Lazaridis is a genius when it comes to technology, but much less so when it comes to being the company’s public voice. </span></p> <p class="MsoNormal"><span class="Apple-style-span">And right now RIM has a lot riding on the line today. Its tablet product, dubbed “Playbook”, is due out soon. RIM also has some issues with countries in the Middle East and with India. They want more access to RIM’s tight security. </span></p> <p class="MsoNormal" style="line-height: 13.5pt; "><span class="Apple-style-span"><span>BBC technology reporter Rory Cellan-Jones interviewed Lazaridis recently, first about the new tablet, and then moved on to the security issues.</span><span class="Apple-style-span"> </span></span></p> <p class="MsoNormal" style="line-height: 13.5pt; "><span class="Apple-style-span"><span>And Lazaridis lost it. </span><span class="Apple-style-span" style="line-height: normal; "> </span></span></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><i><span><span class="Apple-style-span"><b><span class="Apple-tab-span" style="white-space:pre"><span class="Apple-tab-span" style="white-space:pre"> </span><span class="Apple-style-span"> </span></span><span class="Apple-style-span">“That’s just not fair. Because first of all, it’s nuts. We have no security problems... <span class="Apple-tab-span" style="white-space:pre"> </span> we’ve <span class="Apple-tab-span" style="white-space:pre"> </span>just been singled out, because we’re so successful around the world. It’s an <span class="Apple-tab-span" style="white-space:pre"> </span> iconic <span class="Apple-tab-span" style="white-space:pre"> </span>product, used by businesses, it’s used by leaders, it’s used by celebrities, it’s used by consumers, it’s used by teenagers, we were just singled out.”<o:p></o:p></span></b></span></span></i></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span><o:p><span class="Apple-style-span"><b><i> </i></b></span></o:p></span></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><i><span class="Apple-style-span"><b><span class="Apple-style-span"><span class="Apple-tab-span" style="white-space:pre"><br /></span></span></b></span></i></p><p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><i><span class="Apple-style-span"><b><span class="Apple-style-span"><span class="Apple-style-span"><span class="Apple-tab-span" style="white-space:pre"> <span class="Apple-tab-span" style="white-space:pre"> </span> </span>“Alright, so it’s over, [the] interview’s over. Please, you can’t use that word, it’s just <span class="Apple-tab-span" style="white-space:pre"> </span> not <span class="Apple-tab-span" style="white-space:pre"> </span>fair… We’ve dealt with this, this is a national security issue, turn that off…”</span> </span></b></span></i></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><o:p><span class="Apple-style-span"> </span></o:p></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span class="Apple-style-span"><br /></span></p><p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><span class="Apple-style-span">Mike Lazaridis’s over-reaction was completely unnecessary. He had a perfect opportunity to take the security issue and present it calmly and concisely on his (RIM’s) terms and from his perspective. <o:p></o:p></span></p> <p style="margin-top: 0in; margin-right: 0in; margin-left: 0in; margin-bottom: 0.0001pt; line-height: 12pt; "><o:p><span class="Apple-style-span"> </span></o:p></p> <span class="Apple-style-span"><div><span class="Apple-style-span"><br /></span></div>Indeed, if you listen to him in the video below, his voice remains steady and controlled, almost contradicting his anger. That tone, with a reasoned explanation, would’ve been much more productive and helpful to both he and his company. But, he’s now provided the media a distraction at a time of great business risk for RIM.</span><p></p><p class="MsoNormal" style="font-size: 10pt; font-family: Verdana, sans-serif; "><span class="Apple-style-span" style="font-family: Georgia, serif; font-size: 16px; "><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxi0tMP1ZFlwhTYE8s6cvpR6hjqL2YvZuas6FDU7f7T-LXyyUtW_1HXmsN8l70skhLSSgnDePazfusZ14rFjA' class='b-hbp-video b-uploaded' frameborder='0'></iframe></span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-76476404757458284692011-04-05T11:38:00.005-04:002011-04-05T13:40:22.246-04:00What’s Your Name?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigRvOhM8eUgi-7r4Bwu2IsvOeaCqV8Z659XxUrGG-mBTjzH5Tgg1_fQR1Qp687XGglcoPwDEBEVozHr8VXm_God0zj3kzXm4HSZYKFxP2XqiqGPI1pNnM8895XgKOp91DVPBJoiooR3oA/s1600/mastodon.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 141px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigRvOhM8eUgi-7r4Bwu2IsvOeaCqV8Z659XxUrGG-mBTjzH5Tgg1_fQR1Qp687XGglcoPwDEBEVozHr8VXm_God0zj3kzXm4HSZYKFxP2XqiqGPI1pNnM8895XgKOp91DVPBJoiooR3oA/s200/mastodon.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5592150032426440162" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span"><b>Of Nukes, CO2 and Mastodons.</b></span></div><div><p class="MsoNormal"><span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/tools.shtml"><o:p></o:p></a></i></b></span></p> <p class="MsoNormal"><span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/tools.shtml">By Eric Seidel, CEO</a></i></b></span></p><p class="MsoNormal"><span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/tools.shtml"><o:p></o:p></a></i></b></span></p> <span class="Apple-style-span"><b><i><a href="http://www.themediatrainers.com/tools.shtml">The Media Trainers®, LLC</a></i></b></span></div><div><span class="Apple-style-span"><br /></span></div><div><p class="MsoNormal"></p><p class="MsoNormal"><span style="font-family:"Verdana","sans-serif"">Contentious interviews can sometimes amuse, on occasion enlighten, and often simply frustrate.<span style="mso-spacerun:yes"> </span>Here’s one you might find satisfies all three possibilities.</span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "> </span></p> <p class="MsoNormal"><span style="font-family:"Verdana","sans-serif"">In light of the “Act-of-God”/nature-instigated nuclear power plant disaster in Japan, CNBC lined up an interview with Congressman Jay Inslee (D-WA), a member of the House Energy & Power Subcommittee. But the conversation soon migrated into a disagreement over CO<span class="Apple-style-span" >2</span> and global warming.</span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "> </span></p> <p class="MsoNormal"><span style="font-family:"Verdana","sans-serif"">In the midst of the debate, the congressman suddenly asked anchor Joe Kernen, “What’s your name? I missed your name…” Kernen’s expression was priceless. This must have been a first in his years of experience. “It’s Joe,” he responded. <i><b><span class="Apple-style-span" >(You can see and hear it by clicking on the video below.)</span></b></i></span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><i><b><span class="Apple-style-span" > </span></b></i></span></p> <p class="MsoNormal"><span style="font-family:"Verdana","sans-serif"">Inslee’s failure to know his interviewer’s name is difficult to excuse. But the fact that he stopped and asked is absolutely inexcusable. All he needed to do was continuing using “you” in addressing Joe. Instead, he sacrificed some of his credibility. Hopefully, someone in the congressman’s office had the guts to tell him.<o:p></o:p></span></p> <p class="MsoNormal"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dyTLPNhhIsBbojsCB-jlEeGxwFCwQzwVJHu84OjjQRxJDORPr78e9YZ2ygo_aG-1T8fgtMwmvnmi2-DEAQg9Q' class='b-hbp-video b-uploaded' frameborder='0'></iframe></p><p></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-15378593341008166112011-03-31T12:18:00.007-04:002011-04-01T13:20:07.911-04:00A Prototypical M&A Interview<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvuwRhdnThQwjLN8c6vLP9Ow_jIugj2nu9Dq2tMK21-864SWZfm7iOlYv7eM9KxSPHCzfLg2gJWLpUL1B4VmmnDnQ6X2EnqzaGwcwonOjCr7pWIUgBBqrxv-FFkExmqqmTZYagrtCgi-A/s1600/att_logo1.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 149px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvuwRhdnThQwjLN8c6vLP9Ow_jIugj2nu9Dq2tMK21-864SWZfm7iOlYv7eM9KxSPHCzfLg2gJWLpUL1B4VmmnDnQ6X2EnqzaGwcwonOjCr7pWIUgBBqrxv-FFkExmqqmTZYagrtCgi-A/s200/att_logo1.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5590279588671994306" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSdJNUqmrEBFa8aNRAOtpRzzZKMF8jws6N_LfGO0vHdw713lOj823o7ykFg9dnGdtX-herPfOuNo5PXVRo6aGZrE4PdSjLPIfsLKF2vNcMPFHRFR55-_JMLofhmZN8-sI_xZHrYjqUxFM/s1600/T_Mobile-logo-B17617013D-seeklogo.com.gif" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSdJNUqmrEBFa8aNRAOtpRzzZKMF8jws6N_LfGO0vHdw713lOj823o7ykFg9dnGdtX-herPfOuNo5PXVRo6aGZrE4PdSjLPIfsLKF2vNcMPFHRFR55-_JMLofhmZN8-sI_xZHrYjqUxFM/s200/T_Mobile-logo-B17617013D-seeklogo.com.gif" border="0" alt="" id="BLOGGER_PHOTO_ID_5590279478220700210" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><p class="MsoNormal"><span style="font-family: Verdana, sans-serif; " ><b><i><a href="http://www.themediatrainers.com/helpyou/thepress.shtml">By Eric Seidel, CEO </a></i></b></span></p><p class="MsoNormal"><span class="Apple-style-span" ><b><i><a href="http://www.themediatrainers.com/helpyou/thepress.shtml"><span style="font-family: Verdana, sans-serif; "></span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; ">The Media Trainers®</span></a></i></b></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "></span></p><p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Thirty-nine billion dollars.</span> </p> <p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">That’s what AT&T Mobility is anteing up for T-Mobile. If approved, they’ll form the largest cell system in the U.S. If the Justice Department says “no” to the deal, AT&T has to pay T-Mobile a $3 billion break-up fee.</span> </p> <p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Those are big numbers…especially the break-up fee. That puts down a pretty heavy bet the sale will be approved.</span> </p> <p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Lots of questions about this huge merger, posed by the hyper-kinetic, hyperbolized, often over the top Jim Cramer of <i style="mso-bidi-font-style:normal">Mad Money </i>fame on CNBC. On his firing line: AT&T Mobility & Consumer Markets CEO Ralph De La Vega. De La Vega did a good job, overall, although he did answer the first question saying “this is a marriage made in heaven.” That little trite expression took some of the bloom off the rose, to use another trite phrase.</span> </p> <p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">But, he was much more on point after that, speaking directly to government regulators, shareholders and customers about the advantages of the deal and the two companies.</span> </p> <p class="MsoNormal"><span style="font-family: Verdana, sans-serif; "><span class="Apple-style-span" style="font-size: 11pt;">This interview is a good example for you, especially if you’re a public company talking to the media about a merger or acquisition, or any other issues where some of your responses require restraint. Some examples </span></span><span class="Apple-style-span" style="font-size: 15px;"> </span></p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Q: Cramer</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “Why three billion (break-up fee)? How did you arrive at that? That’s such a gigantic amount, especially if the Justice Department says forget it, you’re out (of the three billion).”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">A: De La Vega</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “We feel very confident. We’re not going to comment on the exact process of the department, we’re very respectful of what they use. They Department of Justice has always looked at competition on the local level…and when you look at it on the local market level 18 of the top 20 markets have five or more competitors…so the combination of this will still keep the U.S. as the most competitive marketplace in the world.”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Q: Cramer</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “You say no divestitures are needed…what are you willing to give away? Would you be willing to fund…competitors to get this deal done?</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">A: De La Vega</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “I don’t know that it’s appropriate to talk ahead of time about what we’d be willing to do…but…if you look at the amount of spectrum that AT&T and T-Mobile have combined, Sprint has more… They have three times more spectrum than we have per subscriber… So, there’s still going to be great competition…”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Q: Cramer</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “I see a story that ‘AT&T deal raises fears of higher charges.’ (As a shareholder) don’t I absolutely want higher charges?”</span><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif""><o:p> </o:p></span></b></p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">A: De La Vega</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “Well, if you look at the history of the merger and the pricing activity in this country, Jim, what you’re going to find is prices have actually fallen 50% over the last ten years even though you had the Sprint-Nextel merger, also the Verizon merger, prices have come down…”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">Q: Cramer</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “Shareholders might say…I hope they’re able to not spend that much money on capital expenditures now; they cut back the number of towers they use, they don’t need all these towers; and they can start returning more money to shareholders. But, in terms of growth, you want the opposite of that. How do you reconcile these two?”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><b style="mso-bidi-font-weight:normal"><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">A: De La Vega</span></b><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">: “Well, I think the way we do it is the way we are planning our businesses. I think we’re going to continue to invest, Jim. In fact, we have said that we’re going to invest an additional eight billion in infrastructure to facilitate us making this merger work and extending the LTE to 95% of the population. We have a metric that we say about every billion dollars results in 7,000 new jobs…I think it’s good for the overall economy.”</span> </p> <p class="MsoNormal" style="font-size: 15px; "><span style="font-size:11.0pt;font-family:"Verdana","sans-serif"">De La Vega wrapped up the interview speaking to AT&T’s expectations for continued explosive growth of the cellular industry. Throughout he remained on message, aimed squarely at the Obama Administration, Justice, shareholders and, yes, customers.</span> </p> <span style="font-size: 11pt; font-family: Verdana, sans-serif; ">Overall, a very good job dealing with sensitive issues, especially speaking to the Justice Department’s role in approving the AT&T-T-Mobile merger and recognizing the Administration's desire for wider availability of wireless.</span><p></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-91375609062961826392011-02-28T11:25:00.005-05:002011-02-28T11:43:48.227-05:00Marginalizing the Soundbite<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrvoOwxveHa8gHDYcIt6-8xKSrDZ1d_rUzjsB-SI2r6hYK3-kV80GGFol5mb7EAVjj9pD1N24LJhrG7a7c7eSUi4pW0_8yA8wyhAnx31ZIiAOPmIf9rAmZRiHOHkLOTKxqNqAjeJMcQQE/s1600/Joining+Toastmasters+-+A.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 196px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrvoOwxveHa8gHDYcIt6-8xKSrDZ1d_rUzjsB-SI2r6hYK3-kV80GGFol5mb7EAVjj9pD1N24LJhrG7a7c7eSUi4pW0_8yA8wyhAnx31ZIiAOPmIf9rAmZRiHOHkLOTKxqNqAjeJMcQQE/s200/Joining+Toastmasters+-+A.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5578777785047949938" /></a><br /><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p><p class="MsoNormal"><span class="Apple-style-span"><i><br /></i></span></p><p class="MsoNormal"><span class="Apple-style-span" ><i><b><a href="http://www.themediatrainers.com/helpyou/thepress.shtml">By Eric M. Seidel, CEO</a> </b></i></span></p><p class="MsoNormal"><a href="http://www.themediatrainers.com/helpyou/thepress.shtml"><span class="Apple-style-span" ><i><b><span class="Apple-style-span"></span><span class="Apple-style-span">The Media Trainers, LLC</span></b></i></span></a></p><p class="MsoNormal"><span class="Apple-style-span"></span></p><p class="MsoNormal" style="font-size: 15px; "><span class="Apple-style-span"><span class="apple-style-span"><span style="font-size: 11pt; " >How many times have you heard the tired excuse, “They took me out of context”? Sometimes it’s true, but too many times it’s proven to be a lame claim that has no factual standing.<o:p></o:p></span></span></span></p><span class="Apple-style-span" > <p class="MsoNormal" style="font-size: 15px; ">The real issue is delivering soundbites that both the media will pick up and use them the way you intended. That does take some practice and experience. The best way is to respond to questions is with positive, self-contained answers.</p> <p class="MsoNormal" style="font-size: 15px; ">However, former presidential speech writer <a href="http://online.wsj.com/article/SB10001424052748703408604576164763798782124.html?mod=ITP_opinion_0">Peggy Noonan’s column</a> in the February 26, 2011 issue of <i>The Wall Street Journal </i>has pointed out how the soundbite is being defeated by the Internet. While her specialty is politics, consider this paragraph from her column and how it might apply to messages you need to reach important audiences:</p> <p class="MsoNormal" style="margin-left: 0.5in; "><span class="apple-style-span"><span class="Apple-style-span" ><span>In the past quarter-century or so, the speech as a vehicle of sustained political argument was killed by television and radio. Rhetoric was reduced to the TV producer's 10-second soundbite, the correspondent's eight-second insert. The makers of speeches (even the ones capable of sustained argument) saw what was happening and promptly gave up. Why give your brain and soul to a serious, substantive statement when it will all be reduced to a snip of sound? They turned their speeches into soundbite after soundbite, applause line after applause line, and a great political tradition was traduced.</span><o:p></o:p></span></span></p> <p class="MsoNormal" style="margin-left: 0.5in; "><span class="Apple-style-span" >But the Internet is changing all that. It is restoring rhetoric as a force… I get links to full speeches every day in my inbox and you probably do too.</span></p> <p class="MsoNormal" style="margin-left: 0.5in; "><span class="apple-style-span"><span><span class="Apple-style-span" >People…think it's all Facebook and Twitter now, but it's not. Not everything is fractured and in pieces, some things are becoming more whole. People hunger for serious, fleshed-out ideas about what is happening in our country. </span></span></span><span class="Apple-style-span" style="font-size: 15px;"> </span></p> <span class="apple-style-span" style="font-size: 15px; "><span style="font-size: 11pt; ">The Internet is a two-edged sword, to be sure. You always need to be careful in what you put on it in order to protect your name (ID) and reputation. But it also liberates you to be your own editor, especially when you cannot afford to be reduced to a soundbite.</span></span></span><p></p><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></p>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-40023119455178602262011-02-22T11:12:00.007-05:002011-02-22T11:37:18.062-05:00…But You Can’t Hide<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXlWyAvWrb4T6fl70xESqsboz9MnBitz41o9fviB_gw2ZDRE4rNhS4xw1TnlLrubpse1P14UgfXgkKEvXqq_POWDPkwVr2Nykj4Vmjho4U1wAdYupGB-0lLDuA2UDMHE298IxA_aPcRQI/s1600/50334_101029774826_6561372_n.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXlWyAvWrb4T6fl70xESqsboz9MnBitz41o9fviB_gw2ZDRE4rNhS4xw1TnlLrubpse1P14UgfXgkKEvXqq_POWDPkwVr2Nykj4Vmjho4U1wAdYupGB-0lLDuA2UDMHE298IxA_aPcRQI/s200/50334_101029774826_6561372_n.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5576549302679251762" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><p class="MsoNormal"></p><p class="MsoNormal"><span class="Apple-style-span" ></span></p><p class="MsoNormal"><span class="Apple-style-span" ><a href="http://www.themediatrainers.com/helpyou/thepress.shtml"><span class="Apple-style-span" ><i><b>By Eric Seidel, CEO</b></i></span><span class="Apple-style-span" style="font-size: 11pt;"><o:p></o:p></span></a></span></p><span class="Apple-style-span" > <span class="MsoHyperlink"><a href="http://www.themediatrainers.com/helpyou/thepress.shtml"><i><b><span class="Apple-style-span" >The Media Trainers®</span></b></i></a></span></span><p></p><p></p><p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span style="font-size: 10pt; "><span class="Apple-style-span" ><br /></span></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span" >Did someone forget to tell doctors in Wisconsin about cameras, smart phones, the Internet, social media and cable news outlets?</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span" >You’d think people smart enough to get through medical school would understand that in today’s world of instant global communications anything they say or do, especially in the in the public arena, can be recorded and distributed.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span" >And so it appears some doctors—certainly more than just one—were handing out signed notes to protesting teachers to use as illness excuses for their absences from school.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span" >One of those who documented the practice on video was a Fox News producer. The doctor did not know her, had not examined her, yet gave her an official note excusing her from work for being sick.</span></span></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif""><o:p> </o:p></span><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dywjqJW6dukSZiq7jG05ATTIQ84wTkqMM0Rq8PK3v_cbyl7LUFtlIH8JFAJqzupZC6bCFOmo4M1e5dXwFjdJw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">Have these doctors broken the law, or are they simply guilty of a major ethical violation? Conjecture over that quickly followed on-air. One physician, Marc Siegel, suggested that medical licenses could (perhaps even should) be in jeopardy.<o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzuCb0ZD38kmf_QPRxnrfDPGGPss7y5DZxFEZ_9iTxmyXDn7puCNeMC0W2RjUkb7YIssSqbmFS7bkVbyRUrnw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></span></p><p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">Apparently, st</span><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">u</span><span style="font-size:11.0pt;mso-bidi-font-size:10.0pt; font-family:"Verdana","sans-serif"">pidity i</span><span class="Apple-style-span" ><span class="Apple-style-span" style="font-size: 15px; ">s</span></span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><span class="Apple-style-span" style="font-size: 15px; "> no</span></span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; "><span class="Apple-style-span" style="font-size: 15px; ">t limited to the stupid. It can infect all demographics and ethnicities, including even the most educated among us. Today’s media and communication realities are fueling revolution throughout the Mideast. It’s stunning to watch those who should know better ethically and morally act as if no one will ever find out what </span><span class="Apple-style-span" style="font-size: 15px; ">they've</span><span class="Apple-style-span" style="font-size: 15px; "> done.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">To its credit, the Wisconsin Medical Society </span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "><a href="http://www.wisconsinmedicalsociety.org/">has gone on record</a></span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; "> condemning doctors who are writing and signing illness excuse notes for protesting teachers. </span></p></div><div><br /></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-88890181641936392282011-02-08T13:22:00.007-05:002011-02-08T23:00:57.155-05:00Case Study: NFL Manages Its Message<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_AeWXIpGn2WMCfdPzCwi39F1_DVmDSNKFyxb8OW1QxMZDa_SbXNvnfk_DUkIpy_50tfD-SfbBHS5vwHtrXEvQaEl7JWXqtQ5ks5f7vnxcwAp4dy-4IpWNqWmcBwV4xZqtF451qzM00vI/s1600/RG-1.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 134px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_AeWXIpGn2WMCfdPzCwi39F1_DVmDSNKFyxb8OW1QxMZDa_SbXNvnfk_DUkIpy_50tfD-SfbBHS5vwHtrXEvQaEl7JWXqtQ5ks5f7vnxcwAp4dy-4IpWNqWmcBwV4xZqtF451qzM00vI/s200/RG-1.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5571386104528131154" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span"><b><i>NFL Commissioner Roger Goodell</i></b></span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span"><br /></span></div><div><span class="Apple-style-span"><a href="http://www.themediatrainers.com/contact/index.shtml">Eric M. Seidel, CEO</a></span></div><div><span class="Apple-style-span"><a href="http://www.themediatrainers.com/contact/index.shtml">The Media Trainers, LLC</a></span></div><div><br /></div><div><p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:12.0pt; font-family:"Verdana","sans-serif"">No matter whether you believe or support the National Football League or its players’ union (NFLPA) in their latest contract tug-of-war, the NFL’s message management is interesting.<o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">The league is rolling in dough. It’s a $9 billion enterprise. Yet, the owners want money back from their last agreement with the players’ union!</span></p></div><div><span style="font-size:11.0pt;mso-bidi-font-size:12.0pt; font-family:"Verdana","sans-serif";mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-US;mso-fareast-language: EN-US;mso-bidi-language:AR-SA">Commissioner Roger Goodell’s reasoning: prevent a financial crisis. </span></div><div><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;"><br /></span></span></div><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dzbBilV6Acg2oNhZw28SJYsAWhHZgqgpLdDhR852sf-Z0qLTGp-QZW148q_iSB-9mWmpY-UICdfXH_8FH-wkg' class='b-hbp-video b-uploaded' frameborder='0'></iframe><div><br /></div><div><p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi-font-size:12.0pt; font-family:"Verdana","sans-serif"">Just how well Goodell’s argument will work with fans—it appears to be DOA in the unions’ judgment already—remains to be seen. The owners renounced the current contract back in 2008, yet serious talks are just getting started with a March 3<sup>rd</sup> deadline before the existing deal expires. <o:p></o:p></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 15px; ">This has all the potential of being a protracted situation that might even threaten all or part of the 2011 NFL season. If so, the real crisis will be for the players, fans and all the people in feeder jobs that support the league, players and the games.</span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com0tag:blogger.com,1999:blog-925911125759847019.post-75363062182921471912011-01-27T11:43:00.007-05:002011-01-27T12:02:12.947-05:00The Most Powerful Word of All<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjl1MlZ7lZgKt1pyUK7OKF-VjffSsAW7LFv2BhZVDLXQvrxJGRv5TFIb8VCnafhicJtWHRqWWOlJM_WXPAlCni9bkLvaRjBelmxrGlEN6egP0MjulkxP_kP9VoQK026uDZRhugnfSmQ99w/s1600/uncle-sam-wants-you.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjl1MlZ7lZgKt1pyUK7OKF-VjffSsAW7LFv2BhZVDLXQvrxJGRv5TFIb8VCnafhicJtWHRqWWOlJM_WXPAlCni9bkLvaRjBelmxrGlEN6egP0MjulkxP_kP9VoQK026uDZRhugnfSmQ99w/s200/uncle-sam-wants-you.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5566907554223425858" /></a><br /><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><br /></div><div><span class="Apple-style-span"><a href="http://themediatrainers.com/tools.shtml"><b><i>By Eric M. Seidel, CEO</i></b></a></span></div><div><span class="Apple-style-span"><a href="http://themediatrainers.com/tools.shtml"><i><b>The Media Trainers, LLC</b></i></a></span></div><div><span class="Apple-style-span"><br /></span></div><div><p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" ><b>“You!”</b></span><span class="Apple-style-span" style="font-size: 11pt;"><o:p></o:p></span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">I tell my clients it’s the most powerful word in the English language.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">It’s personal. It’s intimate. It’s direct. It’s clear. When you say “you,” the person on the other end is very clear that you are talking to them, and no one else. “You” is designed to get their full attention.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-family: verdana; font-size: 15px; ">Yet, the news media are filled with words like “consumers” and “motorists,” words that are meant to encompass a class of people, but few of us ever use. “Consumers” and “motorists” are impersonal, virtually inanimate. They are things, not people. “You” is a living, breathing human being. And it's conversational.</span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">Radio is the medium most often where “you” is used to communicate on a one-to-one basis. Television, perhaps, is next. But print! Print media are shackled by things like the AP Stylebook, designed, you’d think, to dehumanize news. Most print stories are antithetical to effective communication.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">I’ve always wondered why radio and TV news people don’t use “you” more often to connect to and communicate with their audiences when it so often fits. After all, radio and TV news is supposed to be delivered conversationally.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">I’ve also wondered why people being interviewed don’t relate directly to their target audiences one-to-one with a very simple “you” when it fits. Business executives talking through the media to audiences can easily say “you” when they are focused on customers or prospects, for instance.</span></span></p> <p class="MsoNormal"><span class="Apple-style-span"><span class="Apple-style-span" style="font-size: 15px;">Certainly, “you” sounds contrived when it doesn't fit or make sense. But “you” is so much more powerful in delivering strong messaging when it can be substituted for labels like “motorists” or “consumers.”</span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">When I hear radio talk hosts addressing their audience as “folks” or “my friends” or “ladies and gentlemen,” I cringe. They have a golden opportunity to connect, relate and bond with listeners at a much more intimate level just by saying “you,” by thinking of their listeners as a listener (singular), instead the masses (plural). </span></span></p> <p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">So, next time you address audiences in any forum, try talking to them as if you are talking to just one of them and say “you.” No matter how large the group, most will hear you talking just to them. </span></span></p><p class="MsoNormal"><span class="Apple-style-span" style="font-size: 15px; "><span class="Apple-style-span">It's a powerful way to communicate!</span></span></p></div>Eric Seidelhttp://www.blogger.com/profile/18333764309691687067noreply@blogger.com1