Writer and actor Tina Fey is the star, producer and writer of the hit TV series 30 Rock (I'm just going through the first series on DVD). Not only that, but she has just returned to one of her old haunts, Saturday Night Live, to render a wickedly-accurate spoof of Sarah Palin, the Republican Vice-Presidential candidate. Along with Amy Poehler as Hillary Clinton, she delivered the opening skit on SNL this week. A performance this good definitely deserves an award, so the MediaMaster trophy is hers. It will be interesting to see if there is any impact on the real Sarah Palin. I recall that Margaret Thatcher was not at all pleased with Steve Nallon's uncanny impression of her, nor was Tony Blair delighted with Rory Bremner - though weatherman Francis Wilson should have sued...

MediaMug of the week is Veteran Irish crooner, Van Morrison. Now, I'm a great fan of Van the man, although I once bumped into him at Dublin Airport, and didn't recognise him until several minutes later. What's he done to win? He's banned people from drinking alcohol at his concerts, because the moving around may "disturb his singing". Van's been on the wagon for many years, but this seems to be taking things way too far.

 

 

OVERCOMING NERVES

My clients often ask me this question, or one something like it; "Alan, I get nervous before I speak. Can you give me some techniques to take the feeling away?" I always give the same answer. "Absolutely not". However I then go on to explain why. When you are on stage, like it or not, you are giving a performance. In order to perform at your best, you need to have a bit of "edge". It helps you to be at your best. So what I help people to do is to channel their anxiety, and turn it into a great performance.

Of course, nerves can be so overwhelming that some people find it difficult to perform at all. As Howard Grossman said "The human brain is a wonderful thing. It works from the moment we are born until the time we stand up to give a speech". So how do you control this natural anxiety? Well, there are a number of possible ways. You need to find what works best for you.

Here are a few suggestions that you might consider if you're beset by nerves:

• Remember that the entire audience wants you to succeed. They're on your side.
• Don't worry about the odd fluffed line - just keep going. No-one will notice
• You don't have all the answers. Your audience knows that.
• If you act confident, you will appear confident
• The more you prepare, the less nervous you will be
• Smile

Confidence comes with experience. Whenever you get a chance to speak, take it. You'll be surprised how soon you'll start to enjoy it.

 

HOW LONG HAVE I GOT?

There's a word that media interviewers say to interviewees that makes them talk at great length. The word is "briefly", as in, "So, tell us briefly, in the few seconds we have left, what your new business is about". Alas, on most occasions, the hapless interviewee will begin their well-rehearsed response with a history of how they developed their business, only to be cut off with the words "I'm sorry that's all we have time for". The interviewee leaves the studio annoyed and frustrated that they failed to deliver their message, and furious with the presenter for cutting them off.

Well here's the thing; the news bulletin waits for no-one. It will be broadcast on the hour, regardless of what else is going on. That's why you need to be able to condense (or expand) your answers to fill the time available. Over the years, I have developed a sense of timing that allows me to speak for 30, 45 or 60 seconds, to within a second or two. It has been invaluable to me in media interviews.

Before you go on air, it will pay to practice delivering your message in a limited time. Here's an exercise that I've used with media spokespeople. Take half a dozen sheets of paper, and write a different number of seconds on each. Turn them face down and shuffle them. Take one at random, turn it over, and try to deliver your message in exactly that time. Get someone else to time you - maybe a fellow spokesperson, so you can exchange roles.

When you learn to speak to a precise time, your media interviews will be much more effective. Not only that, you will be surprised how much information you can deliver in a few seconds.

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.or anyone else with a potential crisis, come to that. What happens when you are doorstepped by a news crew? If you're not trained, things could get even worse...

Crisis Media Management