Building the Right Media Message
by Lindsay Strand
The following is a preview of one of the topics to be covered during Leadership Training Institute seminars at the Congress of Cities in San Antonio, held November 10-14.
In the era of “new media,” where constant change is the driver, one element of critical communications remains unchanged: good command of proper English. Clear, concise, correct use of the English language builds instant credibility and respect.
When being interviewed by the media, here are 5 simple steps you can take to avoid a credibility gap:
- Eliminate the words “goes,” “gets” and “says” from your vocabulary. “She goes, ‘Why can’t we do that?”’ can easily be replaced with, “She asked me, ‘Why can’t we do that?”’ Mistakes with these words can imply carelessness.
- Speak in complete sentences. This will force you to have both a subject and a verb in each sentence (if you are not sure what those are, it’s time to pick up one of the many grammar books available.) This will assure that you speak with clarity and reduce the likelihood of slipping into jargon. It will also make it easier for the media to quote you correctly.
- Eliminate the words, “so” and “whatever” from your vocabulary. Instead of starting with, “So, I was thinking,” begin with “I think.” And complete each sentence rather than letting the end of the sentence drift off with a word choice such as “whatever.” These speech patterns are often associated with youthful, inexperienced professionals.
- Replace the verbal place holder “um” with silence. You’ll immediately sound more credible, confident and in control. What you have to say is important, and people will wait for you to form a thoughtful answer.
- Use more formal and accurate words during interviews. For example, instead of “kids,” say “children,” and replace “work buddies” with “colleagues.” People will appreciate the care you take with your words.
Using proper English does not mean you need to be overly formal in your remarks or that you are distancing yourself in any way from your constituents. You and your staff can still build strong connections to them by making your comments personal and passionate. And you will command the respect you desire by demonstrating your ability to lead.
Details: Strand will lead the Leadership Training Institute seminar L07, entitled “Media Messaging: Building the Right Media Message,” on Tuesday, November 10 from 1:30 p.m. to 5 p.m. For more information or to register for Leadership Training Institute seminars, visit www.nlc.org. Lindsay Strand is president of Lindsay Strand Associates.
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