A Bridge By Any Other Name

November 18, 2013 Leave a comment

This is the first of several posts for those who are building their capabilities as spokespersons. 

Probably the core and most important communications technique discussed and practiced in a training session is called – by me and many others – “bridging.”  It comes up in every discussion of media training (or should), though it may be referred to by other words that also convey a sense that the speaker is making a transition from one topic to another.  Two additional terms I have frequently heard for this are, “pivoting” and “steering.”  Those are good words, too, each presenting a slightly different image of the transition process.

Pivoting, or making a pivot,  implies a quick and radical turn, the way a ball player pivots to throw the ball toward first or a politician pivots from one topic to another in a campaign.  Steering carries the image of a speaker leading the listener toward a goal, which is useful.   I like bridging because, for one thing, that’s the way I learned to talk about the process.  More to the point, “bridging” clearly states what speakers must do to move from one topic or aspect of a discussion to another:   create a bridge, a meaningful verbal linkage between an answer to a question and the important information they want to communicate.

Bridging, pivoting, steering – all work best, or work at all, when they happen after an interviewee has answered or at least awknowledged the question at hand.  Bridging is not a process for ignoring questions.  Reporters questions should be answered or addressed in some way.  (The answer could be as simple as, “I don’t know.”)   Bridging is the process of moving on to what you want to talk about after the answer.

At Burson, we used to hand out a booklet with a page of bridging phrases.  Waggish media trainers would occasionally break out in bridging-speak.  “Good point, Rich, but there’s another way to look at this.”  “I hear what you’re saying Don, but let’s not forget the key issue here.”  “That’s an interesting question, Vickee, but let me remind you of something else.”  “Before we go on, Gail, I think we need to put that in perspective.”  “Let’s step back a moment and remind ourselves why we’re here.”

I don’t hand out that page of bridges any more.  As you can see, they can be useful in illustrating what a bridge looks like.  But what really makes bridging (pivoting, steering) happen is the speaker’s determination to tell the story, distilled into specific messages, he or she is passionate about.  Setting important objectives is the driver;  bridging – or whatever term you choose to use – is the enabling technique.

Filed under For Any Speaker, For PR Pro's, For Spokespersons Tagged with

“Don’t Lie”

October 21, 2012 Leave a comment

I was explaining the slides in a standard media training deck to a young colleague and had gone through the material about preparation and messaging, the section on techniques for giving the interview and the various caution areas, when she said, with a slight tone of surprise: “You don’t have a slide that says, ‘Don’t Lie.'”

Slightly surprised myself, I said I hoped that the entire approach to messaging based on supported, illustrated facts made it clear that honesty and a strong measure of transparencey were built into the process and that if a client needed to be told not to lie, there was a deeper problem somewhere.

“I guess you can see I come out of politics,” she said.

We both laughed.  Indeed, in a realm where reaction is often guided by belief rather than reason and where campaigns playing hard ball have had success hurling negatives that the opposition must then spend time defending against whether they are true or not, the recommendation not to lie is probably a good idea.

As I mentioned in a previous post, I don’t use political candidates as examples in media training because people’s reactions to how politicians handle interviews is largely guided by their own politics.  And I don’t want to let politics get in the way of learning about technique.

So I gave her the deck and went away feeling vaguely superior that I worked in a world where I didn’t have to tell people not to lie.

Or did I?  I pondered this for a few days and concluded I could feel good that after a couple of decades as a media trainer I had consistently guided clients to be truthful in all communications.  That I didn’t have to explicitly say, “Don’t lie.”  In fact, clients themselves have almost universally sought reality-based messaging.

However — let’s be clear — we do spend a great deal of time counseling clients to tell their stories, and that includes giving their perspective on things.  Perspective – some would call it point of view – is an interesting and very important thing.  Even without disputing the basic facts, there can be varying perspectives on issues and realities.  The receptacle filled to the mid-point with a liquid can be called either half-empty or half-full.  Both are correct.  Perspective and context will guide which description we use.

And, let’s be clear again, people’s deepest beliefs will guide their perspectives and color their points of view.  Modern polling and focus group research has been developed to find out what people believe, feel and think — and determine what messages will move the needle on specific issues.

But the traditional elements of proof — facts, data, and examples that bolster and illustrate — are still the most valuable tools to reach a broad spectrum of the public.  But even these elements need careful examination and selection.

And in many instances, that is what happens in media training and coaching.  Clients have a chance to road test communications, watch and hear their own story in their own voice, handle tough and probing series of questions, and consider expert reactions and recommendations.  At the end of the day, the spokesperson client gets to join the evaluative process:  is this credible — am I credible?

I’ve spoken about the “imperative” of communications coaching even for practiced and capable executives — this is another reason I believe it’s true.

Filed under For PR Pro's, For Spokespersons Tagged with ,

The Modern CEO – When Good Isn’t Good Enough

August 27, 2012 Leave a comment

One of the benefits and great pleasures of the business I focus on at Burson-Marsteller is the opportunity to meet many senior level executives from companies and organizations large and small around the country. It’s an impressive group of men and women, as one would expect.

I recently worked with the CEO of a small company under somewhat unusual circumstances, in that the PR person who signed me up  left the company and had not been replaced before the session.  So I had very little to go on to prepare, save a couple of media clips — one radio, one print — and material from the website, including transcripts from quarterly calls. Based on that evidence, my impression was that this CEO was a very congenial and capable communicator.

In addition to my original call with the person who left, I also spoke with the compliance executive.  What she told me corresponded closely to my impressions based on the materials I’d seen.  She even went so far as to say, “He’s very good — I don’t know why he’s doing this.”

So I knew that, as is generally the case even when I’ve been given a massive amount of preparation material, I would do what I always do:  assess the client’s needs and deliver the insights and technical support to meet them.

The day of the session eventually arrived.  I met a man with boyish good looks who conformed to my previous impression of great natural communicator.  Bright, energetic, full of insights about his company and industry, he possessed a good story line about his business and why it was a good investment.  He exuded that CEO strength and confidence that is either a prerequisite for or consequence of the position.

I took him through our approach and techniques for media interviews.  He asked smart questions and made perceptive comments.  Together, we sketched out three key messages that distilled his business story line, discussed the major issues facing his company, and I grilled him pretty hard in a couple of interviews.  He was good.

But I thought he could be better.  He needed more work on his key messages.  They needed to be more crisp, and a more carefully selected set of data and examples had to be developed.   More focuesd responses to the challenging issues were warranted.  Replacing his PR person would be critical to make this happen, and I’m happy to say he knew that.  Armed with tighter material, he could make responses more brief, bridge more effectively to his points and drive a more focused story line — the areas where he needed work.

At the end of our time together, I asked why he had pushed through with the session, after his PR executive had left.  His answer did not surprise me.  He said he knew he was good.  But when he thought about his answers to fairly straightforward questions from the local, positive business press, he felt he wasn’t good enough.

That sentiment echoed what I’ve heard for many years from CEOs, who realize that communications is as or more important than anything else they do.  So good really isn’t good enough.

Filed under For PR Pro's, For Spokespersons Tagged with , ,

Who’s the Audience, Again?

August 13, 2012 Leave a comment

The most recent internet tempest created by CEO comments — this time by the chief of Papa John’s — has been cited as another instance of wading into the “red state/blue state divide” by Todd Wasserman at Mashable.

It is that, though I suspect there is also a deeper communications issue at play.  First, I’ll go on record and say I don’t have a problem with CEOs or anybody stating their beliefs in public.  Of course, I’d recommend they think through what they have to say ahead of time, paying attention to the impact of their comments on a broad spectrum of audiences.

And that — the impact on multiple audiences — is likely the underlying issue here.  It’s a consequence of a communications universe that has become more complex and fragmented over the past 25 years and totally blown open in the age of the internet and social media.  In this environment you are never speaking to just one audience — not any more.  No one can totally wall off statements to analysts or investors from consumers or other interested parties.

That’s a lesson we emphasize again and again throughout the preparation and communications process.  It complements the lesson that audience is always the right starting place in communications, particularly when your objective is to persuade.

Filed under For PR Pro's, For Spokespersons Tagged with ,

The Spokesperson’s Voice v. Reviewing Quotes

August 5, 2012 Leave a comment

I saw two articles last week that underscore the value of consistent, ongoing practice for spokespersons.

The first was a piece on social media in the Atlantic that emphasizes the importance of finding and expressing a brand’s “voice” on Facebook, Twitter and other sites.  Author Alexis Madrigal  points out that “voice is hard” and that the company he highlights has found it “by hiring a young person who is living the brand.”  (That person, by the way, is my son, which is how the article came to my attention.)

The concept of “voice” is also critical in training and coaching.  I often say our job is to help develop the communicator’s voice — and by that I mean a combination of tone and content — to be clear, forceful, credible, attractive, constantly on message and consistently representative of the brand.  This is a tall order, particularly in the complicated, fragmented communications world today.  That’s why training and coaching are actually an imperative.

The second was Washington Post ombudsman Patrick B. Pexton’s piece on 7/29 decrying the willingness of some journalists to share stories and quotes with sources and organizations being covered for their approval.  This is a much-prized ability for those of us in PR, but we know that for the most part journalists and their news organizations simply do not (and according to Pexton, should not) accept efforts to shape or change story content after the interview.  I call that fixing on the back end rather than on the front end.

And that’s my point.  When the spokesperson’s voice is clear and true, it significantly lowers the need for back end repair — at least where quotes are concerned.  Clearly, whole stories are more complex, with interplay among facts, comments and point of view.  But communicator voice will always have a big impact.

Filed under For PR Pro's Tagged with , ,

Why Speech Training Is Harder Than Media Training

July 13, 2012 Leave a comment

Some years back I asked an astute young colleague why he thought training someone to be a better presenter and public speaker was often more challenging and time consuming than training someone for press interviews.

“Because it’s more quotidian,” he said.

It took me a moment to process that (let’s see – quotidian – every day, ordinary – got it). Good answer. In fact, nearly everyone has experience speaking before groups – it’s part of our culture. Most executives (in the US) have given speeches and presentations in high school, college or on the job. Many have had instruction. Of course, that does not mean everyone is good at it, or that everyone likes it. (“Public speaking” routinely appears on lists of top ten fears.)

So, virtually all our training clients will be familiar with the basics of public speaking. Many of them will come to us with ingrained, difficult-to-change issues that may include anxiety, vocal production, and body awareness. Or they may already be acceptable or even good speakers seeking incremental advancement. In every case, the first challenge for coaches is making the right diagnosis and zeroing in on real needs.

Contrast that with an experience that is for most people not ordinary: being interviewed by a reporter. A trainer with the right approach can provide a perspective shift on the interview process, along with a handful of techniques that will have a striking and immediate impact on communications behavior.

There are fewer quick turnarounds when working on speeches and presentations. Yet the trainer’s job is to provide as much insight and helpful technique as quickly as possible to accommodate the needs of busy executives and professionals. If we have scheduled four-to-six hours with someone, we have to make meaningful, discernible progress in that time frame.

What makes a good speech trainer or coach is not what we know. We’re are all dealing with pretty much the same set of physical metrics (articulation, vocal variety, eye contact, gesture, motion) and similar ways to make content clearer and more compelling.

While the metrics are much the same, however, individual speakers are most definitely not. They have different bodies, voices, personalities, patterns of thought and levels of commitment to changing how they speak in public. Which is why the best speech training is based on closely reading the client, diagnosing the behaviors that need work and – this is most critical and most difficult – knowing how to draw out the desired behavior.

Total buy-in from the client is, of course, important. When clients devote themselves to change, when they are willing to work long hours and practice over and over again, they can transform themselves.

And by the way, I’m not saying that becoming comfortable and adept with interviews is necessarily a breeze. Just that the process tends to begin at a different place. The majority of the executives I meet speak only occasionally to the press, but they speak and present to audiences nearly every day.

Filed under For PR Pro's Tagged with , ,

A Useful Pattern for Three Key Messages

July 9, 2012 Leave a comment

The need for key messages — specifically three key messages —  is among the most widely accepted concepts in communications. Helping clients develop these messages is one of the most important tasks in public relations. That’s why discussion or development of key messages is an agenda item for every media, speech or general communications session I and my colleagues – and probably every other coach in the world – do.

And though plenty of very smart people I meet do not know about the value of three key messages, the concept is an easy sell.  It’s difficult to dispute the idea that audiences take away very little of what they hear – there is simply too much evidence for that.  And it’s easy to grasp how a few, clearly articulated and relevant points will help focus both the speaker and the audience.  In thousands of encounters with clients, I can’t think of a single instance of push back on this.

I do occasionally get questions like, “Why three messages?  Why not two — or one?”  That is to say, if it’s true that most listeners will forget most of what a speaker says within hours, then why not limit the number of messages as much as possible?  Wouldn’t one message be more effective?

No, not if the objective is to tell a story, which it is in most communications — certainly in an interview more substantial than passing on a single quote.  One key message, for example a tag line like “Just do it” or “You’re in good hands,” can create an image, but is not satisfying if repeated again and again.  Even two key points lacks development and finality.  Three key points is the smallest — and therefore the ideal — number on which to build a story.

And listeners love stories.  Telling a good story is the essence of effective communications.

It’s worth noting that recent science backs up the value of having a limited number of key messages,  concluding that our short-term memory can only hold from three to five points or chunks of information at once.  You can read an expert paper about the matter here.

A Useful Pattern

There are many ways to determine key messages.  One of the simplest is to ask, What is the most important thing I want my audience to remember?  Then, What is the second most important thing; then, What is the third?  That probably won’t give you a story line, but it’s a good start for honing in on what needs to be top of mind when developing and telling the story.

A useful three-part pattern – and the one I generally start with – is based on the classic “problem – solution” story line.  Essentially, the speaker gives the listener context in the form of a problem (or, if less negative, a situation), then proposes a reasonable solution to the problem (or way of dealing with the situation).  The third key message either adds additional detail about the solution or differentiates the solution from others or adds a motivational “call to action,” or some combination of all these.  As you can see, this is an accommodating pattern, notable because it requires thinking about narrative flow.

A number of high-tech companies I’ve worked with use this pattern naturally, given that they are in the business of solving problems for their customers.  So the first key message in a company’s new product press release (i.e., their story) will be about the customers’ problem, the second key message will outline their solution to the problem and the third key message will differentiate their solution from others in the market.   Works nicely.

As I say, this is not the only pattern for three key messages, but it is a good one.

Filed under For PR Pro's, For Spokespersons Tagged with , ,

Six Great Times for “Training”

June 27, 2012 Leave a comment

After more than 25 years, I’ve seen communications training (media training, speaker training, or a combination) used in hundreds of unique situations and have customized programs for clients facing many different needs.  They all tend to fit into these six categories in one way or another, and I offer them to my friends in PR as ways to think about how to best use “training,” which I’ve put in quotes to acknowledge the issue some people have with that word.  We could also say, “preparation” or “practice.”

1.  Basic Skills.  This is pretty common — just bringing people up to speed on some aspect of communication they either haven’t encountered or need to improve.  Media training is at the center of this category.  Since most organizations limit the number of folks they put in front of reporters, the approach and techniques of interview skills are new for most.  But it also drives a fair amount of speaker training.  While people are generally aware of what leads to good speeches and presentations,  they don’t necessarily know the techniques in detail or have a grasp of how to use them.

2.  New and Challenging Situations.  Big category that includes experienced and capable communicators who are moving from comfortable to not-so-comfortable situations — anything from a big promotion to a crisis.  When the issues are particularly tough and the venue totally new — as in a Congressional hearing — people generaly seek out a chance to prepare and practice.  Sudden and persistent media attention may add a sense of urgency to the process.

3.  New Messages.  When organizations have developed new messaging around an issue, a marketing campaign, or in response to corporate change, many clients turn to “training” (or practice sessions) to bring communicators up to speed and give the messaging a test run.  Messages will likely not change, in this process, but they may be refined and will be tied to the individual spokesperson’s voice.

4.  One Message, Many Voices.  When large campaigns use many people to amplify and localize a message, training/practice sessions are critical.  And when spokesperson allies are drawn from multiple organizations and locations, the sessions themselves can be valuable team-building events.

5.  Scenario Role Play.  We know this primarily in the context of crisis preparedness simulations, but scenario-based role playing can be an effective way to plan for any anticipated situation:   proposed regulatory changes; new scientific studies that impact products; and criticism from community-based organizations, to name a few.  When scenarios are complex with several complications, the role play provides a opportunity to examine strategy as well as messaging and communications ability.

6. Internal Sell-In.  What I’m thinkin of here combines aspects of numbers 2, 3 and 4.  When there is a challenging new internal issue that must be communicated broadly, and that communication includes a set of messages that management must cascade through the organization, a series of communications/messaging sessions provide a useful process to make this happen.

Would love to hear perspectives on what’s driving media/communications training.

Filed under For PR Pro's

Going Beyond the Term “Media Training”

June 21, 2012 Leave a comment

If I’m going to use the phrase “media training” as much as I have so far, then a little perspective sharing and a note of caution are in order. First, perspective: it should be clear that I see media training as a specialized application of skills that are basic to good communicating, which always starts with solid ideas well expressed. The unique nature of the interview requires additional understanding and technique to make sure those ideas are made central in conversations with journalists.

So when we talk about media training, we talk about many things. One important theme is the media itself, understanding how reporters and news organization work, what they are looking for, why they ask the questions they do, and how the internet is changing the news.

Other themes are equally important: identifying a clear story line; developing succinct, well supported messages; understanding the techniques that propel a message-centered conversation; and handling inevitable negatives. Most or all of this can be relevant to any communications process, though it may be more obviously valuable as one prepares to sit down with a reporter from a high profile news organization.

The popularity and near ubiquity of media training in the past two decades has been so focused on the media that we tend to forget that media training provides an excellent model that can be used in other communications sessions as well – hearing preparation, to name just one.

Here’s the note of caution, and it’s particularly important for those of us in the business of preparing executives for interviews and a host of other communications events. Because of media training’s popularity, we must now be careful how we use the term. Most executives we meet today have had a seminar called media training. Those at the VP level and higher may have had multiple media trainings, particularly if they have worked for several companies.

These individuals may feel they do not need another “media training.” And the problematic word may not be “media” as much as “training.” Executives don’t believe they need to be “trained” again, though they may well see the value in practice.

In response to this situation, many of us have stopped using the term “media training,” except in limited circumstances. For example, we offer clients “message review” or “interview preparation” sessions. Or just “batting practice.”

At the end of the day, very few executives fail to see the value of preparation for new, unusual or high profile communications. We should not get stuck on the terminology. Call it media training or something else – it’s the process that is valuable. And we have to make it easy for our clients to participate.

Filed under For PR Pro's

Media Training in the Digital/Social Age

June 19, 2012 Leave a comment

In my last, introductory, post, I said I wanted to expand on the dialogue I’ve had with colleagues and clients during almost three decades in the media and communications training business.  In this post I want to look at the importance of media training in the digital age.  Assuming, as I do, that it remains important.

Let me begin by saying that I have long considered media training as a subset of “communications” training in general.  Media trainers, and PR folks overall, are usually aware that when you peel back the layers of individual need with a specific client, you almost always end up talking about content, which has to be clarified and focused, whatever the audience or the pathway. In that sense alone, media training remains vital in the internet-connected world.

But back in the late 90’s, when I first became concerned about the tsunami of voices, opinions and visual material that flooded us online, my thoughts were at a somewhat higher level.  Like many others, I wondered what would happen if this new medium were to dominate traditional sources of crediblility, particularly news outlets.

Where would the public (and public relations pros) go when there were no clear sources of implied third-party endorsement, no reporters who could be trusted to probe, ask tough questions, be skeptical and then produce coherent stories with an effort to be balanced?

And more specifically, what would happen to those of us who work with spokespersons to help craft their information and points of view into clear, credible, persuasive communications?

Looking back, after 15 years, I was right to be concerned, but while social media has changed the way we communicate and even how we view the world, with a devastating impact on the news business, much remains the same.  Individuals and organizations have embraced social media, and every competent communications firm is focused on digital and social media strategies.  With vastly more people capable of reaching potentially wide audiences than ever before, the need for media training has actually expanded.

Organizations that communicate need to redouble efforts to achieve clarity, reasonable perspective, powerful expression and points of view supported by data and examples.  These qualities are often in short supply in the digital universe, but they are not easily dismissed, as audiences still respond to them.  Particularly media audiences which have, in fact, grown in the online world.

The plethora of new online opportunities to communicate, combined with the need for organizations to enter the digital dialogue through channels they do not own, requires preparation of more voices to handle the requirement for engagement.  And this means – or should mean – preparing many more people to communicate from a common set of facts and points of view – and with a single mission – precisely the work of media training.

What’s happening where you work?  Is media training (or social media training) reaching more people?

Filed under For PR Pro's