You can tell its summer. It’s the first week of Wimbledon, we’ve already had our week of hot...
Question: Do you find it a little challenging persuading your top bods that they really ought to have a refresher media training session? Call me foolish but I can probably guess the answer. However the current political battle across the pond is a great example of why knowing how to make the most of that TV interview is so important.
Looking at my twitter and Facebook feed early this morning it seemed as though I was the only one that didn’t stay up till gone 3am to see which way the votes are going in the US elections. I’m sure many of you will be muttering a faint hurrah as this jamboree finally comes to an end.
As most journalists have reported time and time again, it’s going to be a tight race and as both campaign teams sit nervously waiting for the votes to come in there is now time for a brief moment of reflection.
What is fascinating about this particular election is that unlike the last American election where Obama won the day by using social media to connect with his audience, this time it’s been all about the power of TV. Never mind Twitter, this time over 1,000,000 campaign ads have been aired by both the Romney and Obama camps compared with 700,000 back in 2008. The live TV debates also served to show how easily the viewing public can be influenced by a below par performance. Obama failed to gain the higher ground in the first debate, appearing rather too academic, and hesitant against the more corporate and business like Romney. Obama had been gently nudging ahead in the polls until that point. Then democrats went on the back foot, only being saved by the elements in the shape of Hurricane Sandy.
It was the same with the last UK election. Remember those cringe worthy live debates with Brown, Clegg and Cameron. The vote was heavily affected by how Clegg appeared to be the moderate, calm campaigner separating the two fighting warriors from the labour and conservative corners. This is why PR gurus spend so long deciding what shirt their star performer should wear, what colour tie will reflect the right image of trustworthiness and authority.
Yes it all seems a bit excessive. However from the minute your key spokesperson appears on the small screen, the audience will make up their mind as to whether you’re the kind of guy they want to carry on listening to. It all takes a matter of seconds. This is even before you’ve opened your mouth to get those all important messages across.
This is why getting your key spokespeople to practice in a real TV studio is so important. Getting them out of their comfort zone to experience the atmosphere and the technology of a news studio should be a top priority. Only then do they really understand what’s at stake and how they have to prepare beforehand. But it’s a medium that can be used to maximum effect as proved above. So if you have a senior team that run for the hills at the mere mention of a TV interview now is the time to explain why it really is rather a good idea. If you get the image and the message right the world’s your oyster.
No doubt Obama and Romney are thinking the same.
