Wayward Hayward and the Worst Witch

A Yale University librarian’s list of top quotes of the year caught my interest for a couple of reasons.

Sharing Number One position were unlikely bedfellows – the Chief Executive of BP and a would-be US senator, representing the ultra-right Tea Party.

BP’s Tony Hayward’s “winning” quote – after the death of 11 oil workers in the Gulf of Mexico explosion – was unfortunate in the extreme:  “I’d like to get my life back.”  It was an off-the-cuff remark as he spoke with reporters.

Christine O’Donnell’s comment – “I’m not a witch” – was premeditated, as it was part of a TV advertising campaign.

What they have in common is that both were extremely short sentences and were extracted from much longer dialogue.  In other words, they are easily taken out of context.

But in this sound-bite era, both must surely have been aware that these 7-word and 4-word sentences can and will be sent around the world…left naked and exposed as the embodiment of their message.

Former Prime Minister Tony Blair neatly summed up the sound-bite era at the Northern Ireland Peace Accord when he declared:  “This is not the time for sound-bites….but I feel the hand of history on my shoulder.”  Which was, of course, a sound-bite.

Everything’s a sound-bite…and the shorter the better, because it can then neatly become a newspaper headline.

We often remind attendees of our Broadcasting Business Media Training courses that the great thing about speaking on radio and television is that journalists can only take a snapshot of what you’ve actually said.

But the downside is that – they have to use what you’ve actually said!  

So say the right thing every time – even in the shortest of sentences…otherwise the consequences can be dramatic.

It’s worth noting that would-be senator failed to be elected, the BP Chief Executive stood down from his position.

We Regret To Inform You…

As our delayed reduced-service train from Glasgow Queen Street ploughed through the snow to a blizzard-hit Edinburgh, a solemn female voice interrupted the combination of good-natured banter and general whines from commuters.

Sounding like an equally miserable wife to Ricky Fulton’s The Reverend I.M. Jolly, she plodded through an apology for the delay in a disjointed announcement that sounded as if it might end in suicide.

Wry smiles and tittering broke out among the commuters.

To me, it was an opportunity missed.

Firstly, the main artery between Glasgow and Edinburgh – the M8 – was at a frozen standstill…which is why we’d made our journey to Edinburgh to work on the media performances of a client in the capital by train, rather than by car.

Secondly, having set out very early to account for the delays, we still got to our clients on time.

In other words – job done!

The transport companies have learned to apologise when delays occur – but they often forget to put these hold-ups in perspective…and strike the right tone for the announcement.

Mrs Jolly could have said this…in a regretful – then chipper manner.

“Ladies and Gentlemen – we’re very sorry about the delay to your Glasgow-Edinburgh service this morning (regretful tone).

“I’m sure you’ll be aware just how severe the conditions are (perspective)…so we’re pleased to be able to beat the weather to get you through to Edinburgh (chipper).

“Please check before you leave tonight to find out how conditions are affecting services – but we’ll be pulling out all the stops to get you home in time tonight” (determined and optimistic).

In short, we call this Regret, Reason and Remedy…and it takes any organisation from inconvenience to solution in three easy steps.

Broadcasting Business clients have used this technique for 21 years in handling accidents, shut-downs and hold-ups.

It’s simple – and turns a missed opportunity into a professional, realistic and upbeat announcement.

A Leak in Politics...

So the Wikileaks revelations have proved to be something of a damp squib rather than an explosive firework.

But was the website right to blow the whistle in the first place – or should diplomacy be able to be carried on, without such interference?

Well that kind of debate has raged for as long as we’ve had newspapers – and some print journalists will air views on the rights and wrongs of their web-based cousins spilling the beans on some indiscreet remarks.

What’s arguably of greater concern is the fact that some diplomats have been less than diplomatic in the descriptions they’ve attached to world leaders and royalty alike….and then put their colourful thoughts in black and white.

Surely, by definition, diplomats have to bring tact and skill to work with them – whether their comments are made face-to-face or by the cables, some of which have become infamous by their publication.

Caricature-like opinions – such as those exposed – look like the opposite of diplomacy.

Quite simply, the fallout the diplomats may face in their next meetings with dignitaries could have been avoided by following a key Broadcasting Business principle: 

Only ever say in a text or email what you’re happy to see on the front page of a newspaper – because that’s where it may end up!

We’ll consider running “Communication Skills for Diplomats” courses in the New Year.

A Warm Welcome!

Welcome, welcome, welcome...

Bill McFarlan from the Broadcasting Business here with my new blog – my latest venture into the virtual world. From the Hot Metal Press - where characters were literally made of molten lead - to touch-screen iPhone apps and global conferencing, the world continues to innovate and communicate.

And so to the blog. I'll be giving my own weekly take on various news stories, commenting on the week's positives and negatives, heroes and zeroes of the world's news.

What's more, you'll learn a lot about media training and presentation skills, on which myself and Alan Douglas have personally run over 3000 courses at the Broadcasting Business. Each week I'll illustrate how to say what you want to say effectively, knowing your audience and reacting to developments in a sensible manner.

You’ll even see the Pink Elephant of the Week, the unwanted award for those who say the exact opposite of what they want to say, by using unnecessary negatives.

Check back here every Thursday for Pink Elephants, Watering Down Words and other basic Principles of Communication and see how the world could benefit from more effective communication.

Watch this space!