Category: Blog

“No retreat, baby, no surrender.”

Bruce Springsteen defiant line from the song, “No Surrender,” on his famous Born in the U.S.A. album is often employed as a media strategy, especially by those under some sort of public pressure.  The latest high-profile example is from America’s ambassador to the U.N., Susan Rice, defending her comments following the attacks on the U.S. consulate in Benghazi, Libya.

Rice, reportedly the top contender to replace Hillary Clinton as Secretary of State, was blasted by Republican critics who questioned her statements on several Sunday talk shows about the genesis of the raid which killed 4 Americans.   At least one, Senator John McCain, suggested Rice should now state publically that she was incorrect.  But after several weeks of remaining silent (although getting strong support from the President), Rice would have none of it…She was going with the full Springsteen “No Surrender” strategy.  In her follow up statement at the U.N., Rice stood her ground, saying her comments were based on the information she was given and nothing else.

This plan, at least initially, seems to be working.  Senator McCain has since backed off his earlier hard-line position on Rice’s potential nomination, saying he’d be willing to listen to her explanation.  Time will tell whether Rice’s move will end up working to her benefit.

However, even if Rice weathers the storm and gets the White House gig, it’s important to remember that any “No Surrender” media strategy comes with both tremendous upside…and tremendous risks.  The media landscape is littered with those who defiantly stood their ground only to see their steadfast proclamations go down in flames (think Rafael Palmeiro or Anthony Weiner, for example).   Conversely, those who do refuse to back down and are found to be correct can end up with huge positive public approval (think tobacco industry whistleblower Jeff Wigand).

If you feel the need to use a “No Surrender” media strategy, it’s vital that you not only are absolutely sure of your position, but also that you anticipate the potential slings and arrows (some which may be outright false) that others may throw at you.  And if something comes to light after the fact which punches a hole in your argument, react immediately and offer an explanation or a mea culpa.  Don’t ever try to defend an indefensible position or act as if the new information doesn’t exist.  Remember, the cover up is ALWAYS worse than the crime.

Update:  Since this was first written, Rice went to Capitol Hill and softened her position a bit, admitting to have given an incorrect assessment of the Benghazi attack but insisting it based on the best available information at the time.  However, this conciliatory tone only seemed to raise the ire of her GOP critics.  It will be interesting to see if Rice’s change of strategy will help or hurt her chances of becoming Secretary of State.  Stay tuned!

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com 

“Getting you noticed” is the motto of Media Makers Consulting, but we’re also careful to make sure that it’s the KIND of notice you want.  Jill Kelley is learning that media lesson the hard way.

You know the story by now–  the Tampa socialite complains to the FBI about threatening emails, and the subsequent finding of an affair and questionable electronic messages leads to the downfall of CIA Director David Petraeus and an investigation of our top military man in Afghanistan, General John Allen.  Kelley should have realized a scandal such as this would obviously draw massive media attention, but instead of getting ahead of the story, she stayed silent.  A week after the story broke, we still haven’t heard Kelley side of the story–  the only public statements have come from her brother talking about how she’s a good wife and mother who is innocent of any wrongdoing.

Kelley may have legitimate reasons (perhaps legal) for keeping quiet.  But by doing so, she’s allowing others to paint her pubic portrait.  Reporters digging into the story have found evidence of financial problems, legal issues involving her sister and other not-so-pleasant information about her.  She’s also been labeled (including by me here) as a “socialite”–  which carries its own negative connotations.  None of this picture has been controlled by Kelley herself.

My point of all this is that in order to use the media to your advantage, you have to be proactive in creating the message you want…and you can’t delay.  The media abhor an information vacuum…so if you don’t fill that vacuum, it will be filled for you, perhaps not in the way you would like.  Kelley has hired a famous PR firm, and I’m sure the crisis management folks there will soon be out with a positive portrayal of her.   But a lot of time was lost, and when it comes to media coverage, nothing beats getting ahead of the reporting posse.

This all reminds me of a proverb:  Be a thermostat, not a thermometer.  When it comes to dealing with the media, it’s really important that you control your own temperature…not the other way around.

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com

 I used to be a high school and college basketball coach.   I learned the key to success on the court was for my team to be able to play its “game” instead of the opponent’s.  However, sometimes situations will arise that require you to make adjustments to your initial strategy and if you don’t, you lose.

In essence, that’s what happened to President Obama in the first debate.  He came in with what was a solid strategy– he knew Governor Romney, trailing in the polls, needed to come out swinging.  The President decided instead of going toe-to-toe in a slugfest, he’d act Presidential and spell out his positions in an orderly, intelligent manner.  Unfortunately for him, as the debate progressed, it was Governor Romney’s strategy that was succeeding; he was landing solid blows on the President.  But instead of adjusting, Mr. Obama continued with his initial plan of action, which of course did not succeed.  It was a rare stumble by a very media-savvy President.

Fortunately, the President’s performance is something from which everyone hoping to improve his or her media skills can learn.   Certainly it’s extremely important to have a plan heading into any media event, but if the “game” changes, it’s vital to change with it.

Here’s an example:  A fairly conservative friend of mine was on a TV discussion panel with a group of very liberal pundits.  She came in with a good strategy to present her points of view, but once the discussion started, she was under fire from the rest of the panel and really had no chance to get those across effectively.  Her only hope would have been to recognize that the “game” was different, and to approach it in a different way from her initial plan.  She needed to shift gears to stay on message but in a way that played in the situation.

When you get into a panel, interview or other media event, remember that things may not go as you had anticipated.  It’s crucial that you have the flexibility to respond to changes in the “game.”

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com

“It’s the economy, stupid.”

Advisers to Bill Clinton came up with that phrase during his 1992 Presidential run to remind the candidate and his campaign that the key to winning was to remain focused on one topic. It is widely credited with helping Clinton capture the White House from incumbent George H.W. Bush, who could claim several significant foreign policy victories but was politically hobbled by a slow economy. And with persistently high unemployment, slow GDP growth and struggling businesses, the economy was again supposed to be THE issue in the 2012 Presidential race. But a funny thing happened on the way to the election– foreign policy suddenly emerged as an important topic because of sudden unrest in the Middle East and North Africa, and both President Obama and challenger Mitt Romney quickly switched gears to try to convince voters their international bona fides were better than the other guy.

Why is this important to your media strategy? Because your ability to “shift gears” depending on news flow could be the difference from being relevant…or being left out. For example, let’s say you run a tech startup and have gotten a few interviews because you’re a real whiz at talking about new technology. But the big news of the day is that Congress passes a bill aimed at boosting small business. If you just are selling yourself as a “tech guy,” nobody is going to want to talk to you. Ah, but guess what? You’re not just a tech expert, you’re ALSO a small business owner. You know first-hand what that bill will mean to sales, expansion, hiring, etc. You’re an EXPERT on the topic of the day. But if you don’t recognize that, nobody else will, either. News people don’t have time to consider whether their previous contacts have other skills that might be great for their current stories. That’s up to you. You’re the one who needs to shift gears and put your “other” expertise forward for them to see.

So in the media world, the key phrase is “It’s the news, stupid.” Know what the news is, see if your skills and knowledge make you someone who could comment on it, and “shift gears” to be that person. You may be surprised by how many doors that can open.

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com

Did you see Chris Christie’s speech at the GOP convention?  The very-watchable NJ Governor provided some very good lessons on smart use of the media.

Governor Christie has a larger-than-life persona which we all identify him with, especially when he speaks in public.  So there was much anticipation ahead of the convention about how the governor would act onstage.  I heard former NJ Governor Tom Kean say “he needs to be himself.”  He was right, of course, because that’s what we all expected from Christie, and anything different would have seemed odd, out of place and confusing.

The governor didn’t disappoint.  From his opening fist-pump to his no-nonsense style of speaking, he was vintage Chris Christie.  He even wisely made sure to slip in a Bruce Springsteen reference–  a reference that really didn’t fit in the speech, but was there because it was something everyone was looking for, and he knew it.  Smart.

The speech itself wasn’t a blockbuster, but it was deemed a big success because it was exactly what we all thought it would be.  That’s a great lesson for you and your media appearances.  When producers, bookers and reporters choose you for their stories, they have a certain understanding of where you stand and what you are going to say.  Oftentimes, segments and stories are built around various guests/sources and their expected responses.  These guests/sources play off of one another and create a narrative.  Those with widely differing opinions on a topic who “mix it up” really grab an audience (Remember the zany Dan Aykroyd/Jane Curtin insulting debate segment on early “Saturday Night Live” shows?).  Fox News has soared to the top of the ratings with this formula, calling it “fair and balanced” reporting.

However, if you are brought in to discuss a subject and don’t respond as anticipated, that’s a problem.  Suddenly the producer/reporter has to find a way to salvage the plan he or she had so carefully laid out prior to the piece, because YOU messed it up!

Let me assure you, media people don’t like surprises.  And if you surprise them with something they don’t expect and it gums up a segment or story, they’ll never call you again.

This doesn’t mean you have to be an automaton and give the same answers all the time, but always remember why you have been included in the story.  In the end, you need to “dance with who brung you.”

Like Governor Christie giving a nod to Bruce Springsteen, you will do well in your media appearances by living up to expectations.

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com

It might seem hard to believe that serious businesspeople looking to improve their media skills should pay attention to “Jersey Shore,” but recent headlines about the MTV show give some great information about ways to succeed in “getting noticed.”

It turns out clothier Abercrombie & Fitch is appalled that Mike “The Situation” Sorrentino and other cast members wear the company’s easily-recognizable clothing on the show, and it wants no part of being associated with them.  So much so that the firm is offering to PAY the stars to put on somebody else’s outfits instead.

Crazy, huh?  Well, maybe not really.  “The Situation,” Snooki and the rest of the “Jersey Shore” crowd have an unmistakable identity.  It’s hardly a glorious identity, but that’s not the point.  What’s important is these people STAND FOR SOMETHING and they STAND OUT.  They are so identifiable with a certain lifestyle…plus, they are so recognizable…that A&F feels its image is being affected simply by them wearing its clothes.  So instead of getting free product placement, A&F is actually paying to keep its products away from a pretty good –sized TV audience.  All because of those actors.  That’s amazing notoriety.

But other than being an example of why even infamy can pay off, how can this help you in your dealings with the media?  The answer is:  plenty.

Producers, bookers and reporters are always looking for sources who– like the “Jersey Shore” stars– have an unmistakable identity…who stand out from others in their field.  Those kinds of people make the biggest impressions on an audience.  They attract viewers, listeners and readers—exactly what media decision-makers want.  You need to be one of those people.

So what are you doing that will attract media attention?  Take a lesson from “The Situation” and his pals– if you want to get noticed, stand for something…and stand out.

Leave a comment and see more at my official blog site:  http://www.mediamakersconsulting.wordpress.com