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MEDIA MOTIVATORS Issues 46 - 50
ISSUE No. 46
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
Quotable Quote
"The days of relying on a traditional media advertising campaign to build
brand and sell a product are long gone"
Leigh Monti, CEO of Multi Channel Network, the advertising sales platform of
pay TV services Foxtel and Austar writing in 'The Australian' in October
last year.
TIP: Editorial media coverage generated through media relations and PR is
more credible than paid advertising.
TEN TIPS ON BEING A TALKBACK RADIO STAR!
In the media business radio producers and presenters talk about 'good and
bad talent'.
'Good talent' gets invited back again and again for radio interviews and
often a regular talkback spot, but 'bad talent' gets consigned to the 'never
to be used again' file.
Being available for talkback radio and being 'good talent' can help build
your personal profile and business.
It can also position you as an 'expert' and provide tens of thousands of
dollars worth of free publicity.
Radio is the medium of imagination and talkback radio takes advantage of the
immediacy and interactive nature of radio.
Talkback radio has boomed in recent years with everything from what home
entertainment system to buy to 'Ask the Minister' sessions with political
leaders.
In my 12 years with the ABC, one of the most fun, innovative and well
received topics was talkback radio on 'chainsaw maintenance'!
So what makes good talkback talent and how can you become a
talkback radio star?
Here are my Top 10 Tips.
1. TARGET STATIONS THAT HAVE TALKBACK IN THEIR FORMAT. It is pointless
chasing after FM or music based stations. Most talkback stations are on the
AM band and in Australia, the ABC with its largely talk-based format is an
obvious target.
2. FIND OUT WHAT TOPICS AND SUBJECTS ARE CURRENT, NEWSWORTHY & TOPICAL.
Scan the media for 'Hot News Topics' that may fit your area of expertise.
Remember the goal of talkback radio is firstly to help the station
produce interesting and engaging radio for the listener and provide
solutions to listeners' problems. It is not to blatantly promote your
service or product. This is an especially sensitive area for the ABC where
they have strict editorial guidelines preventing them from mentioning
commercial products or services.
3. FIND OUT WHO THE PRODUCER IS FOR RELEVANT TALKBACK PROGRAMS. A great
resource is 'Margaret Gee's Media Guide'. This is updated every 6-months and
is available in the business reference section of most State Libraries.
4. CONTACT THE RELEVANT PRODUCER. Offer not only story ideas to add value
to
their programming but also offer to take talkback. Make sure you have
prepared what you are going to say when you contact them and call when they
have time to talk. Calling during a program or leading up to their on air
deadline is not a good idea. Work out when the best time to call is. Often
the receptionist at the station can provide this detail prior to contacting
the producer. A good resource full of tips and scripts for contacting the
media is our book 'Media Fundamentals: 8M's Essential Media Kit'. Order your
copy now http://www.8mmedia.com/Media%20Fundamentals.htm
5. OFFER TO GO INTO THE STUDIO. Make yourself as accessible and easy to
work
with as possible. Remember the media are very busy and talkback shows are
driven by public opinion. The easier you can make their job the better.
Being in the studio adds enormous quality to the sound of the program as
well as giving you more credibility and authority. Often
stations use satellite links so you can still sound live and local even if
you are in a studio thousands of miles away. Going into the studio also
helps build rapport and relationships with the producer and presenter,
especially if you actually meet them face to face.
6. ASK FOR DIRECTION ON THE TYPE OF AUDIENCE THEY BROADCAST TO AND ANY
LIKELY QUESTIONS. This will help provide a better understanding of the
audience you are trying to reach so you can tailor your message.
7. PREPARE NOTES FOR EASY REFERENCE. The anonymity of radio allows you to
look at prepared notes. Use keywords instead of reading out prepared
sentences.
8. ALWAYS WRITE DOWN THE FIRST NAME OF THE CALLER. When on air always
write
down the first name of each talkback caller and use this in your answer.
This helps build rapport and empathy with both the caller and the audience.
Keep answers short and to the point. Importantly, be yourself when on air.
9. TAKE A TAPE OR MINIDISK TO RECORD YOUR SEGMENT. Always ask permission
to
record your talkback session. This can be an invaluable tool to use to
improve your performance, transcribe your ideas and answers for use in
articles or to duplicate and give away as a free resource to build
credibility.
10. EVALUATE, REVIEW AND THANK. After the session and when appropriate
debrief and ask for feedback from the presenter or producer. Listen to the
tape yourself and look for ways to improve for next time. Always thank the
media for the opportunity and offer to come on again.
Do you want practice at dealing with the media and conducting radio and TV
interviews?
Want to know more about how to prepare, what to do and personal
feedback and coaching on your ability to do radio interviews and do
talkback?
Our next 'Winning the Media Game' full-day workshop is coming soon - register
now at
http://www.8mmedia.com/Winning%20Media%20Game%20Seminar.htm.
Media NTK's (Need to Knows)
Beat-up: An article or story that is exaggerated or sensationalised.
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ISSUE No. 47
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
Quotable Quote
"There are more ways to kill a cat than suffocating it with butter"
Lainie Lawson, fellow Director and National Board Member of Australia's Open
Garden Scheme who shared this gem at a recent conference in Melbourne.
TIP: Think outside the square when looking for solutions to business or
life
challenges.
TOP 10 TIPS FOR GETTING GOOD PHOTOGRAPHS
Photographs are essential for getting good publicity in the print media,
especially magazines, newspapers, internal newsletters and even websites.
A newsworthy or unusual photograph can really add to a story and enhance
your message.
Good media relations practitioners should always be on the lookout for good
photographs.
When planning a media event, always keep in mind options for good photo
opportunities.
This is especially true for television, where moving visual pictures are
essential for the story.
Digital cameras have also made taking and distributing photographs a lot
cheaper and easier.
Whether or not you are taking photographs yourself or employing a
professional photographer, keep these tips in mind to make your visual
images more effective when trying to communicate your message.
1. THE SET-UP. Avoid busy, cluttered backgrounds that may detract from
your
subject.
2. THE PEOPLE FACTOR. Don't photograph subjects head on. Shots taken from
a
slight side angle are more natural.
3. KEEP IT NATURAL. Candid shots of subjects are better than posed
"mug
shots".
4. FRAME IT. Too much space around a subject can be distracting. Try to
keep
your shots tightly framed.
5. AVOID ROWS. Photograph a group in a natural cluster, never in a stiff
row.
6. KEEP IT SIMPLE. Avoid the temptation to photograph too many people in
a
group.
7. FOCUS ON FACIAL FEATURES. Generally, faces should be at least as large
as
the nail on your little finger.
8. ALWAYS PROOF. Ask for proof sheets from the processor before selecting
negatives for printing. Better still with digital cameras, check your shot
before saving.
9. BUILD RELATIONSHIPS. Make sure people in your photographs receive copies.
10. ASK PERMISSION. Always ask permission to take photographs of subjects
used for publicity purposes. Always obtain a release, even for internal
publications and file photos.
Source: Adapted from 'Public Relations: The Profession and the Practice',
Otis Baskin, Crag Aronoff and Dan Lattimore, 4th ed, McGraw Hill, pg 213.
Media NTK's (Need to Knows)
Photo-journalism: This form of media has increased dramatically in recent
years, especially amongst magazines and newspapers. It is a powerful way of
bringing life and reality to a mass audience because of the impact of visual
pictures
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ISSUE No. 48
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
Quotable Quote
"The unexamined life is not worth living"
Socrates
TIP: Research has found that systematically taking a
personal inventory
helps people achieve their goals quicker.
THE TOP 7 WAYS TO GET A BETTER WORK LIFE BALANCE
By Jessie Ladyman
Achieving a better work life balance is a goal for most us. Don't we all
want more time with our family, regular vacations, improved fitness, time to
just wind down and take stock of our lives?
Everyone would like to make positive changes. Most people are not
intrinsically lazy, but they are very busy. They forget what it is they
intended to do and get distracted by other things.
Here are 7 ways to move towards more balance and enjoyment in your life:
1. ADDRESS YOUR AMBIVALENCE ABOUT MAKING CHANGE.
Write down the pros and cons of making changes in each area of your life,
and make the lists exhaustive. You will find that your feeling of
ambivalence will decrease as the pros start to outweigh the cons.
2. SET YOUR GOALS AND IMAGINE HOW YOUR LIFE WILL
LOOK ONCE YOU'VE ACHIEVED THIS.
Write down in detail how your life will be different in one years time. How
will it look, what will be different, how will you feel?
3. ONLY SET GOALS FOR CHANGES YOU REALLY WANT TO MAKE.
Be honest with yourself and only strive for goals that are attractive to
you. You're unlikely to put as much effort into something you don't really
want to achieve.
4. TELL PEOPLE ABOUT THE GOALS YOU HAVE SET FOR YOURSELF.
A partner, a friend or a colleague. Choose positive people who are likely to
support and encourage your change and genuinely want you to achieve success.
5. TAKE SMALL STEPS.
Set yourself up for success and not failure. Break each goal into achievable
and realistic steps and then as you reach your goals set yourself new ones.
6. KEEP YOURSELF ACCOUNTABLE FOR THE CHANGES YOU WANT TO MAKE.
Use a coach or friend to follow up on how you're going and check in with
them on a regular basis. This will ensure that you make small changes on a
weekly basis and don't lose your focus.
7. CELEBRATE YOUR SUCCESSES.
Set yourself rewards, take credit for your success and enjoy the new work
life balance you achieve.
Is juggling work and life priorities an increasingly difficult challenge
for you?
How do you manage family commitments while enhancing your career?
Does spending increasing amounts of time in the office equate to high job
satisfaction?
How do you cope with major change and upheaval?
'Get a Life, You Deserve It!' - is a NEW Half-Day Seminar on Achieving
Work/Life Balance.
Presented with organisational psychologist and professional coach, Jessie
Ladyman this new half-day seminar will help you achieve lasting and positive
change both in and out of work. It will provide practical solutions
to finding the best work/life balance in a busy and demanding world.
Book your place here http://www.8mmedia.com/Mastering%20Change%20Seminar.htm
Media NTK's (Need to Knows)
Noise: Anything that prevents a clear message from being
communicated from
the sender to the receiver. For example, noise may be in an audio (sound)
form. An example would be the drone of a data projector during a seminar in
a small room. It can even be visual, such as a dangly, over-sized, brightly
coloured pair of earrings worn by a presenter wishing to make a fashion
statement.
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ISSUE No. 49
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"As an investor for 30 years, the one thing I look for is dreamers that are
doers"
Bob Beaumont, from Business Angels Services who shared this gem with me at
last week's breakfast.
TIP: Combine 'big picture' strategy with small step daily, weekly and
monthly goals to achieve your best.
THE TOP 7 SECRETS TO BE MEDIA SAVVY FROM A HARD-NOSED NEWS
JOURNALIST
What makes a good media release and how do you engage the media with your
story idea?
How do you pitch stories to the media, especially hard-nosed news hounds who
can sniff out a 'puff piece' a mile away?
I recently had the pleasure of putting this question to former editor of
'The West Australian' newspaper and now talkback radio host Paul Murray.
Paul joined Perth-based commercial talk station 6PR in March of 2000. He
resigned as editor of 'The West Australian' after a 10 year stint to take up
the challenge of morning radio.
While editor of 'The West' every existing circulation record on the
newspaper's books happened during his tenure. In April 1997 he achieved a
long-standing goal and pushed the circulation of the newspaper over 400,000
for the first time. In August 1998 he achieved a magical one million readers
target for the paper's Saturday edition.
In an in-depth interview I recorded with him recently, here are his 7
secrets of what makes a good media release:
1. ONE THAT MAKES SENSE.
An obvious point but one often overlooked in the pressure to put out a media
statement.
2. APPEALS TO A WIDE RANGE OF PEOPLE.
3. DOES NOT HAVE AN OBVIOUS 'SPIN'
If it is overtly trying the 'sell' something the release is likely to go
no-where.
4. FOR RADIO - IT MUST BE SOMETHING THAT WILL ENGENDER TALKBACK AND
DISCUSSION.
5. FOR NEWSPAPERS - IT MUST BE IMPORTANT, NEWSY AND INTERESTING
6. DELIVER IT VIA EMAIL.
Avoid the use of fax for a competitive radio station as it is unlikely to
reach its target.
7. DON'T BULL S**T!
Want to hear the full interview with Paul Murray?
In our 'Writing and Pitching Winning Media Releases' we play the full
unedited interview.
Registration is easy - simply visit
http://www.8mmedia.com/Writing%20Pitching%20Releases%20Seminar.htm
Media NTK's (Need to Knows)
Puff Piece: Advertising dressed up to look, read and appear like a news
release. Best avoided as experienced journalists can sniff this out a mile
away. Always look for a news angle or hook for media releases.
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ISSUE No. 50
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"To ask permission is to seek denial"
Scott McNeally, CEO Sun Microsystems and my thanks to fellow speaker at the
PR Academy Conference in Singapore Richard Barrington from Sun in the UK for
sharing this with me.
TIP: Take a risk and go for it!
=================================
THE TOP 5 REASONS WHY PEOPLE USE THE MEDIA
The media has the power to shape public opinion and change perceptions.
But why is the media so powerful?
Is the media simply a mirror to the world? Or is the media all powerful and
capable of brainwashing the masses to radically alter their behaviour,
values and beliefs?
This question is central if you want to harness the power of the media to
build or manage perceptions.
To answer this question you must first understand why people need the media
and how they use it.
Management or marketing theory is famous for Maslow's Hierarchy of needs.
Taking this concept and applying it to the media, I believe there are 5
basic needs why people use the media.
Based on a range of readings to do with media and society and adapted from
various sources, these are my Top 5 Reasons Why People Use the Media.
1. THE NEED FOR KNOWLEDGE AND UNDERSTANDING.
The media help make sense of an ever changing and complex world for us. We
all have a basic need to understand the world around us. Inspiration,
motivation, education and the ability to learn new ideas are all delivered
by various forms of the media.
2. THE NEED FOR REFLECTION, APPRECIATION, LOVE AND FRIENDSHIP.
You may have the opinion the media only reinforces negative stereotypes
and popular opinion. But the media in its earliest form, such as sculpture,
painting and art helps us appreciate and see beautiful things. It fulfils an
emotive and aesthetic need. Despite the hype or perceived shallowness of the
media it can bring people closer together and fulfil the need for love and
friendship.
3. THE NEED FOR SELF ESTEEM.
The media provides enormous opportunity for self-development. Take this
E-Zine for example and my goal of sharing my knowledge, ideas and
inspiration with others. The media can fulfil our needs for self-confidence,
stability, status and reasoning.
4. THE NEED FOR SOCIAL BELONGING.
Maslow's hierarchy of needs and teenage children prove that we all need to
feel a sense of social belonging. This sense of belonging can be at many
levels - family, friends, communities or even nations! The media brings us
closer together and provides a sense of community.
5. THE NEED TO ESCAPE FROM THE DAILY GRIND.
We all know that amongst Western nations personal debt is increasing and
people are working harder, spending longer hours at work and are under more
pressure than previous generations.
Our attention span is also decreasing as the world becomes an increasingly
crowded, cluttered and competitive place. We often yearn for a simpler life.
The media provides tension relief from the daily grind and tedious nature of
life.
Call it an escape, fantasy or diversion, the media provides an opportunity
to tune out from the real world and enter another space.
Just look at the rise in popularity of lifestyle or reality TV programs
where you can renovate your house, makeover your garden or go on
an exotic holiday without leaving the comfort of your own lounge!
Are you interested in learning how to harness the power of the media to
build or manage perceptions?
Do you need to improve your media performance for print, TV or radio?
Our next 'Winning the Media Game' full-day workshop is coming soon - see below
for details or visit
http://www.8mmedia.com/Winning%20Media%20Game%20Seminar.htm.
Media NTK's (Need to Knows)
Representation: The media helps make sense of a complex
world. It selects
and interprets certain information, events and images in 'slices of time'.
Our perception of reality is mediated by these messages and symbols we
receive from a range of media such as TV, radio, newspapers and the
Internet. The media re-present to audiences the realities of our world and
this is done through selection, interpretation and filtering. The world we
see through the media is not reality but a representation of the world as
seen through the eyes and ears of the media. Through this process of
representation it shapes our perceptions, values and beliefs.