Striking the right balance

Not an easy format for even the most experienced spokesperson but Vince Cable manages to pull this one off.

After a damning indictment by a spokesperson for the TUC about the Government’s proposals to change the unfair dismissal claims system, the Business Secretary manages to strike the right balance with his ‘live’ down the line, delivering a reassuring message about not going down the road of making it easier to hire and fire while highlighting the plight of small businesses being concerned about the cost of tribunal claims. He sounds reasonable and balanced and dare I say conciliatory. His use of phrases like ‘strike the right balance’ and ‘it’s a question of balance’ certainly help too, as do his first few words, which take the heat out the debate by suggesting that he is in broad agreement with the TUC’s position rather than against it. One to watch!

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One nation…one message

As Harold Wilson once said, ‘a week is a long time in politics’, and it’s true when you consider the impact of Ed Miliband’s speech  at the Labour Party Conference this week.

His ‘one nation’ speech was certainly well-delivered and his main message was unmistakeable. In fact, as this Channel 4 news clip shows, he managed to mention ‘one nation’ seven times in his introductory address. 

The clarity of his message is something that spokespeople could learn from when preparing for media interviews.

Of course, the ravings of party supporters will ultimately be balanced out by the comments of his critics – after all this is British politics. But the successful style and delivery of his speech has certainly made Ed Miliband seem a more credible leader than he did at the start of the week. That’s the power of effective communication.

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Get your plugs in!

Watch this clip to see a masterclass in getting your plugs in!

It’s Reed Hastings, chief executive of Netflix and what a good job he does to stay positive in the face of some fairly tough questioning.

It’s surprising how many spokespeople forget to mention the company or organisation they are representing and rely on the presenter or reporter to mention it for them. All too often, they are left disappointed.

Remember why you are there. Mention the company name and deliver your sales messages clearly and directly – it’s silly not to and at the end of the day, broadcasters accept that media-trained experts will do this.

Just one word of advice for Mr Hastings – try to avoid nodding while listening to the next question – it can look like you are agreeing with what the reporter is saying!

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Opinion counts

If ever there was an example that having a strong opinion can enhance your interview style, then this is it.

Martin Lewis reinforces his reputation as a consumer champion by launching an attack on the Government for ‘pathetic weak regulation’.  Martin clearly understand the power of words and how to create a memorable phrase or two to underline his message. It’s all good stuff.

While he comes across well and is very watchable, he should take care not to interrupt fellow guests, however. This can have a negative effect on viewer perceptions and just comes across as rude. By all means have your say, but let others have theirs too.

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Rule number 1 – be nice to your customers

It is obvious that the chief executive of Ryanair, Michael O’Leary, has never heard the first rule of customer relations, that the customer is always right. Or if he has, he has chosen to ignore it.

The outspoken boss allegedly delivered an ‘extraordinary rant’ after a customer made a complaint about being forced to pay an extra fee of £200 for failing to print off her boarding pass in advance. Mr O’Leary said those who object to the penalty charge are ‘idiots’ and added that they should ‘b****r off’. Nice words – especially from a high-flying business leader who could potentially act as role model to young entrepreneurs.

For spokespeople everywhere, there is an important lesson here. Whatever the topic of the interview (or what kind of day you have had), your message should always aim to reach out to and not alienate your customer base.

Perhaps Mr O’Leary should take a lesson from Virgin Atlantic’s general manager of airport operations, Joe Thompson, who has recently described the airline’s customers as ‘kings and queens’ while publicising a study about luggage choice.

If the message you are planning to communicate is unlikely to appeal to your customers (or worse still cause offence) then you probably shouldn’t be saying it.

Smarts PR