We've reached day four of our guide to the spokespeople and interviews that stood out for the right reasons this year.
So far, we've looked back at the performances of Jonathan Van-Tam, Sarah Gilbert and Marcus Rashford.
Today's addition to the list produced one of the more memorable radio interviews of the past 12 months, packed with media training lessons others can learn from.
The power of passion
Passion is an important quality for an effective media spokesperson.
It helps to draw the audience in, maintain their attention and keep them listening.
As we point out on our media training courses, the audience is also more likely to warm to a spokesperson who shows passion and enthusiasm – a key part of getting them to support what you have to say.
And one spokesperson produced a great example of how to do this during an interview on Radio 4’s Today programme.
Andy Hall, from the British and Irish Association of Zoos & Aquariums, appeared as part of a report on zoos, and their conservation work, being put at risk by a coronavirus funding crisis.
Asked about the importance of breeding programmes for rare animals, he said: “Conservation is at the heart of modern zoos. We have got species that are completely extinct in the world and only exist in zoos and aquariums and we have a responsibility to look after that and pass on nature to the next generation.”
And the passion kept coming.
Faced by a question about a £100m government rescue package for zoos, he said: “You can imagine we were delighted when the government said there would be £100m for zoos, but the fact is it is just not getting to them. The way the fund has been designed, means zoos need to be 12 weeks from bankruptcy before they can access these funds. And that is just not good enough for most zoos across the country. They are making decisions months, if not years, in advance, about really endangered, specialist animals, providing top-quality homes for them and 12 weeks isn’t good enough.”
What I liked next was that Mr Hall built on that passion with an example that supported his point.
He said: “In normal times – before the coronavirus pandemic – it took one of our members nearly two years to rehome their elephant herd. It is going to be even harder now in covid and that is why the government needs to make really minor changes in order to get this support to the zoos and spend the money where they need it.”
And it quickly became clear those “minor changes” were the key message Mr Hall wanted to get across.
“The government can make really simple changes to this fund,” he said. “We want it opened up to all zoos. Scrap that 12-week eligibility criteria. Have a fund that is designed on revenue loss and operating costs and open it up to all zoos and aquariums across England. “
- Passion doesn’t just work in broadcast interviews but also creates powerful quotes - worth remembering for print interviews.
- Support your passion with strong examples and a clear message.
Who will be the final person to make it in to our selection of the best interviews and spokespeople of 2020? We will reveal the fifth person on Monday.
Media First are media and communications training specialists with over 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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