A Way to Get Ahead in the New Year

If you're in the Atlanta-North Georgia area, please keep reading...

Have you always wanted to speak better or represent your organization better? If so, I can help. For the first time, I’m teaching classes open to the public. Please take a look at the courses and see if any are a good fit for you or friends you know.

If you have questions about the class content, ask me. They will be held at The Etiquette School in Cumming. Space is limited, so please register soon. To see costs and enroll, click here.

Descriptions:

Speak to Success—Basic Presentation Skills—This is hands-on, interactive and fun. I guarantee you will leave a better, more confident speaker. Each participant will leave with a DVD of his or her speeches and feedback. The class runs every Tuesday night from 6-8 pm.

Basic Video Production—My award-winning, film-making husband is going to help teach this one. Never again be disappointed in your home movies. You will learn behind-the-scenes secrets for making your videos and YouTube posts look more professional. Offered Saturday, January 9 from 1-4 pm.

Be a Spokesperson—Do you represent your business or non-profit organization to the media or in public presentations? Learn how to sound smart and look your best on TV. We will also talk about how to get media coverage. This class will run from 6-7 pm on Thursdays, January 21 and 28.

Conversation Etiquette—Are you gracious and encouraging? Does your speech reflect who you really are, or do you come off sounding like a jerk sometimes? Are you ever at a loss for words? Do you wish you had a phrase for the person who ticks you off? If you are nodding your head, this class is for you! It will be held from 7-8 pm Thursdays, January 21 and 28.

Marketing on a Shoestring—This one-evening session will be jam-packed with no-cost and low-cost ways to make big bucks without spending dramatic dollars. It’s ideal for small business owners, non-profit leaders and anyone who needs to get the word out about a good cause. Attend January 25 from 6-8 pm.

Thank you for considering enrolling and thanks for passing along to others who may benefit from these practial classes! You will leave with resource material and great ideas to improve your communication skills. If you're still reading and don't live in the Atlanta area, contact me to bring these courses to your neck of the woods!

News Anchor Bob Losure Unplugged

What a pleasure to talk with a journalist who's covered the biggest stories in the last few decades and retained his sense of humor. Learn from his perspective.

Soundbite Coach: Bob, you have had a wonderful career, from reporting in major markets to anchoring at CNN and emceeing events and debates all over the country. How has the news industry has changed since you first got into it?

Bob Losure: Lorri, we've seen huge technological changes in just the past ten years. Miniaturization of cameras and uplink equipment. Laptops to edit on in the field. And that leads us to ....smaller budgets. Fewer anchors with larger salaries. Reporters who shoot, edit, produce, write, blog, maintain websites, and work for less money, factoring inflation in, than I did when I began in TV news in '76 in Tulsa, OK. It's no secret that news departments have been turned over to station management and sales departments. With the advertising downturn, more is being done with fewer people. The average reporters have less experience on their resume than they did 15 years ago. have too many duties to spend more than half-a-day on any story, and must move up from city to city if they want a salary increase. Bizarre stories that are tabloid in nature, stories that former NBC anchor Tom Brokaw refers to as "distractions," are making it on the air in place of anything hard-hitting or investigative in nature. And so stories that I think are important in holding government officials accountable, and explaining real problems festering in cities are not covered, and if they are, not by people who have a history of that particular city.

Do I see some bright spots in this rather gloomy assessment? Definitely "Yes." Today's reporters/shooters are developing a whole new generation of journalists who can work far faster than my generation. They are more diverse--women who have now become the majority on-air, and minorities of all ethnicities. News is delivered from more sources. Yes, newspapers are a dying breed, but internet sites, including those of TV stations, allow you to access print and video in seconds, and respond with your own e-mail and your own blog. And I also see a hyper-local explosion in the media, sometimes in partnership with TV stations and newspapers, where more websites target specific neighborhoods, giving instantaneous information from crime to weather to sports to business news in a very short news cycle.


SC: Tell us what you are doing these days. How can people use your skills?

BL: As a cancer survivor, I've been doing cancer survival speeches since 1992. I've branched out into commercials and infomercials on-camera, corporate videos and hosting "live" events for companies, and narrating for ESPN2's Territories Wild outdoors show for the past 8 years. Video clips from my various appearances, and contact info are on my website at http://www.boblosure.com/

SC: Tell us about some of the most interesting or exciting events you have covered.

BL: Briefly, the San Francisco earthquake in 1989 and the Huntsville Alabama tornado in 1990 stand out. I did "live" reports on major breaking news for various network affils for CNN Newsource, and enjoyed being in the field immensely. In the case of the SF quake, the Marina District of the city became became a crush of sidewalks and houses buckled into the air from the concrete separation below. I was flown there from Atlanta, and quickly joined a chorus line of anchors--including Sam Donaldson, Tom Brokaw and Diane Sawyer-- all standing six feet apart and all starting to speak simultaneously at the top and bottom of the hour as their newscasts began. Staying focused is everything, or you end up mimicking the anchor next to you.

A similar scenario of confusion happened to me in Huntsville, Alabama a year later. I was doing "live" reports for local stations from the scene of a tornado that had destroyed much of the main thoroughfare of Huntsville. It was dark, cold, and a steakhouse behind me was a pile of rubble. All we could do was hook up our one light and our phone patch to the steakhouse's electrical box. As I began my report, the lines got crossed somehow, and a guy started ordering: "Hey Mac, I'd like three chicken fried steaks, four baked potatos, a couple of those cobbettes. Hey can you hear me?..." Yes, I heard him...loud and clear. I couldn't turn his volume down in my ear, but fortunately no one else was hearing him. My worry was that I was going to say "We have 16 people injured...and three chicken fried steaks." That guy may still be on the phone today.

SC: Bob, that's funny. And you have to keep your sense of humor when you cover such tragic events. You have interviewed or worked for some of our generation’s most colorful characters, such as Ted Turner and Donald Trump. Do you have a behind-the-scenes story about one of these larger-than-life personalities?

BL: Ted Turner brings back many vivid memories. When I first went to work for CNN Headline News, we were in the basement of an old four-story community center at 1050 Techwood Drive in Atlanta. Ted Turner had a penthouse on the 4th floor and would come down frequently in the middle of the night to the Hard News Cafe to get a snack. He more than once poked his head into the Headline Newsroom, and I was there to greet him on a nightly basis, since I anchored the 3 a.m. - 7 a.m. shift. One night he looked at me and asked "How do you read this stuff every night?" to which I snapped back the reply, "Because you pay me." I'm glad he took that little retort the right way, because I was fortunate to spend the next 12 years there, most of it during daylight hours in much bigger building called CNN Center. Ted, incidentally, still watches over CNN Center. Although losing an estimated six billion dollars in the AOL-Time-Warner merger several years ago, I think he still has a great fondness for what he started. His office is on Luckie Street in downtown Atlanta on the top floor above his Ted's Montana Grill, with the CNN Center in view. As he puts it, "I wanted an office right here so I could keep my eye on 'em, and if they need help, I can rush right over."

SC: Bob, what do most newsmakers do wrong when they are being interviewed?

BL: Most of them--politicians and corporate spokesmen alike--talk too long, repeat themselves, and don't think ahead to what out-of-the-blue questions they might have to answer. And if they say "No comment," that's definitely the wrong answer. Spokesmen need to anticipate tough questions, always dress appropriately and give direct answers, avoiding the stammering and "uuuhhh" pauses that create such a distraction. And they have to be positive and not carry "an attitude." If they address the interviewer (or newsperson) in a condescending tone, or in one of dis-interest, they more often than not come out the loser.

SC: What advice would you have for business owners who find themselves with a crisis on their hands and reporters pushing microphones into their chins?

BL: Keep your sense of humor. Let me repeat that. Smile, keep moving...and keep your sense of humor. Trying to "get even" with a pushy interviewer just doesn't work. They have all the time in the world to edit your comments so you'll look like the bad guy. If you have "no comment," work around the edges of it, saying "I can't say anything at this time, but at the appropriate time I'll make a statement." And if you're walking from a building to a car, or vice-versa, gently move that way, and do it with a pleasant look on your face--even if you're not exactly in the best of moods.

SC: What advice do you have for those running for office who are in a televised debate?

BL: Don't challenge the questioner or moderator. I've moderated many television debates, and when I'm challenged that the question is not pertinent or too vague, I ask the question with a "Hopothetically, if someone were to ask..." and if they don't answer it, I move on down the line and ask the other candidate or debater the same question.

Also, I advise debaters to keep their cool and stick with the issue, not their opponent's personality. I know that's all you see in these shout shows on the cable networks, but you can be passionate about an issue without trying to make it personal. Most people will already have made up their minds on an issue before they hear you, which is why just plain facts with no shots over the bow of the ship can give you the edge over your opponent's loud response.

SC: What else would you like to add?

BL: On the issue of answering tough questions, I had what should have been a "softball" question thrown my way once, and I think I gave an honest answer. I was asked in a radio interview what story in all my years of broadcasting I thought I had covered the best. I was stumped. I was literally without a comeback. Then I told the truth as I see it. There was no story I could say I covered the best...though I may have done a few that came close to the best of my ability. In TV news, TIME is a huge factor. Getting all sides of a story, giving the history of a story, getting compelling pictures of the story seldom happens for a local reporter with half-a-day to get all the pieces in place. But I'm not giving up. Observing some of the masters like Frontline, Nova or The History Channel might just get me a little closer to that goal.

SC: Bob, thanks for your time and insight. To get in touch with Bob or to read an excerpt from his book, go to www.BobLosure.com.

A Little Something Different

If you've read this blog over the years, you know I can coach you on how to be a newsmaker and how to craft soundbites. But you might not know that I can also keynote events for you. Here is a sample from a recent fund-raising dinner at which I spoke.

Tiger Woods

I've been thinking, "If I were Tiger's Soundbite Coach, what would I advise him to do?" The first thing is I would get him to talk. As long as he's staying secluded, we think the worst. And I thought David Letterman had good advice:

Top Ten Ways Tiger Woods Can Improve His Image

10. Crash a State Dinner at the White House

9. Change name from "Tiger" to more adorable "Puppy"

8. Fix this whole health care mess

7. Put on a scarf and a hat and sing Christmas carols with Regis

6. Instead of sweatshops in Asia, have Nike merchandise made in a sweatshop right here in the U.S.A.

5. Retire, then come back and play for the Vikings

4. Safely land golf cart in the Hudson river

3. Release list of women he did not have sex with

2. Find Osama bin Laden

1. Blame Letterman

Courtesy: The Late Show with David Letterman

Soundbite Savvy from Author, Crisis Expert

Rob Phillips has so much experience working with newsmakers that he makes it look easy! He's worked for several corporations and is now Director of Communications at LifeWay Christian Resources. When I interviewed Rob for a radio program, I liked how he's calm and authentic, yet passionate about his topic. Read and learn from this interview. Notice how some of his answers display his sense of humor.


Soundbite Coach: Rob, how did you get interested in working with the news media?

RP: I was working as a corporate speechwriter in 1989 when our company experienced a crisis. There was a major explosion and fire at one of our plastics facilities. Many people died and dozens were injured. I was pressed into media relations as a backup for the first wave of media specialists on the scene. I will never forget my first on-camera interview. It was with CNN, and I must have looked like a deer in the headlights. I did so poorly that, mercifully, the network didn't use any of the interview. I figured it could only get better from there. I was wrong. I found myself needing a police escort from a news conference after another operational crisis, and I witnessed a politician take over one of news conferences on a third crisis. But the experiences gave me an interest in understanding the news media and they taught me the importance of developing and maintaining good relationships with journalists who, even in rough times, are not out to get you; they're out to get the story.

SC: What is the hardest lesson you learned about news coverage?

RP: I'll never forget agreeing to hold a news conference after an investigation into a chemical plant explosion. I thought this would be viewed as full disclosure by a big corporation, complete transparency and a significant effort in befriending the otherwise hostile news media in this major metropolitan area. I had to make all arrangements long distance, and was not able to arrive until a short time before the news conference. My flight was late, and the rental car company decided to do a favor for me by upgrading me to a gold-trimmed Cadillac (as Dave Barry would say, I am not making this up). I arrived on the scene at the last minute, where a crowd of residents led by a local politician was waiting for me, as well as a full complement of news crews. Imagine how it looked for a corporate representative to wheel into this blue collar suburb in his gold-trimmed Cadillac. Needless to say, the news conference did not go well and I nearly got ridden out of town on a rail. Lessons learned: 1. There is such a thing as being too accommodating with the news media. 2. Don't make local arrangements with news media via long distance; get eyes and ears on the ground. 3. And by all means, don't accept upgrades from the rental car company!

SC: Those are lessons not often covered in a crisis media course. What do you like about corporate communications?

RP: Two things. First, the variety. At LifeWay, for example, we're engaged in everything from news and feature stories to social networking to crisis communications. There's never a dull moment. Second, I like the challenge of telling good stories in a way that journalists see as newsworthy and that our audiences want to share with others. With the social media, we're actually able to equip and empower our audiences to retell great ministry stories from LifeWay.

SC: You’ve been in charge of media relations for big companies. What is the hardest part for executives to get about working with the media?

RP: Seeing the news media as important conduits for reaching our audiences -- customers, suppliers, the general public, and so on. The news media often are seen as anti-business -- as an enemy that can't be controlled -- rather than as a vehicle for sharing news and information with others. Sure, some journalists either don't understand or don't want to understand business, and a few are hostile to capitalism. But at the end of the day, you still don't want to pick a fight with people who buy their paper by the ton and their ink by the barrel. Also, with the rise of cell phone cameras, blogs, Facebook, Twitter and other social media, anyone is now a potential reporter, so business leaders should forever get over the illusion that they can "control" the media. The only thing we can control as businessmen and women is how we speak and how we behave.

SC: How has working with the media changed since you entered the profession?

RP: The two biggest changes I have noticed have to do with deadlines and distribution. Because of cable and satellite communications, the Internet, and especially the social media, deadlines no longer run in 24-hour cycles. They're continuous. So media relations professionals need to respond quickly to inquiries from journalists. At the same time, the expansion of distribution channels has finally erased any illusion business leaders may have had of "controlling" the media. Anyone with an Internet connection -- or even a cell phone -- is now a potential reporter. So we need to make sure we speak with a consistent voice across our organization to customers, suppliers, journalists, and others. One final note -- corporations may benefit from Facebook, Twitter, blogs and other social media in addressing public concerns and correcting inaccurate reports. No need to wait for a letter to the editor or a retraction to show up. You can respond instantly and effectively through these channels.

SC: How does your organization monitor social media? Are you as concerned about what an individual may say on Twitter, for instance, as opposed to what a reporter may write in an article?

RP: We do monitor what the news media say about us, and we follow the social media as well. Obviously, we are very interested in comments about LifeWay and its people. If we've done well, we like to hear about it. If we've messed up, we want to know that, too, and act quickly to make things right. One of the nice things about social networking is that in many ways it's self-correcting. Someone who places a snide comment in a blog, for example, is often chastised by a more fair-minded reader who posts a rebuttal. Someone who tweets nasty comments often is responded to by users of Twitter with more gracious words. Sometimes all we have to do is sit back and watch. But if we feel the need to weigh in, we're able to do so immediately. The big question about engaging in social media when you're attacked is: Is it worth it? If it's a blogger with eight readers, you might give the blog undue credibility by posting a response. On the other hand, if it's someone with a significant following in the social media, you probably want to take part in the discussion.

SC: You are now an author (The Kingdom According to Jesus), giving interviews representing yourself, not an entity. Which is harder?

RP: For me, it's definitely harder representing someone else -- a corporation or ministry, for example -- than representing myself. The responsibility is greater because more than just your own reputation (and perhaps career) is on the line. But it's also rewarding to know you've stepped into a difficult situation, represented your organization well, and helped defuse a volatile situation.

SC: What have you learned as you promote your book?

RP: I'm never going to get rich as an author. Beyond that obvious lesson, I have learned that when you're "promoting" a book, it's better to talk about issues in the book that relate to people and their experiences rather than to talk about the book itself.

SC: What are some of the biggest mistakes you see newsmakers commit?

RP: First, lack of homework. By that I mean they agree to appear on programs or submit to interviews without knowing much about the reporter, the news outlet, the reporter's angle, the format, etc. Second, lack of preparation. They've got their talking points memorized, but they haven't taken the time to consider the questions they figure they'll never get asked. Third, lack of execution. When they're asked a question, they go straight to one of their talking points and avoid addressing the question altogether. Politicians do this a lot, as do many political consultants. That's why their credibility is so low. People hear them talk and say, "Hey, they never answered the question."

SC: What else would you like to add?

RP: One of the most important things for media relations professionals to understand is that there are at least three agendas in any news story. First, the news media's agenda -- why are they calling you and what do they want you to do for them? Second, your agenda -- what's best for you and your organization in this situation? And third, the audience's agenda -- why will they want to watch the evening news or read about you in the newspaper? And what will they think afterward? When reporters call, it's good to think this through before deciding whether to participate and, if so, how to participate.

SC: Rob, thank you for your time and your thoughtful answers!

Press Releases and Pitches

I have been getting lots of questions about press releases, so here's some advice. Yes, journalists still read press releases, but it seems pitches are made more often and press releases are part of the supporting material once an interview is booked.

Pitches come in the form of an email or a phone call. If a reporter wants more information before confirming, he or she will usually request the press release.

The great thing about writing a press release is that it can be re-purposed:

1. Use them as blog entries.
2. List them in the “Press” or “News” tab of your website—this is where journalists go to research your organization.
3. Print them out and put them in packets you send to potential clients and investors.
4. Link to them in the social media outlets you use, such as LinkedIn and Facebook.

Here are ways to make your press releases effective:

1. Keep them short.
2. Have an attention-grabbing headline.
3. Answer who, what, when, where, why and how.
4. Include a quotation from the newsmaker.
5. Have contact information prominently displayed.
6. Put a date on them.
7. Do not exaggerate—be as accurate as a textbook.
8. Do not call to ask if it’s been received—reporters hate this intrusion.

With newspaper, radio and television outlets reducing their staff size for economic reasons, producers and editors are looking for shortcuts. And that means in some instances, your press release—if well-written—may end up, copy unchanged, as a news story.

Happy Halloween!

Don't be a spooky newsmaker! You can be treat to work with by:

1. Getting requested items to producers/editors ahead of the deadline.
2. Rehearsing your answers to typical questions so you don't get caught flat-footed.
3. Wearing the correct colors for TV.
4. Arriving at the studio early.
5. Having high energy and passion for your topic.
6. Sending a thank-you note after the interview.