Tony Coll // A blog to help you communicate better. In person. In the media. On video.
e: tony@tonycoll.co.uk | http://www.tonycoll.co.uk
t: (+44) (0) 117 987 0442 | m: (+44) (0) 7813 480986
Skype: (+44) (0) 117 230 5202 (tonycoll2)
Congratulations to Little Mix on winning X Factor 2011 in the UK! It’s no accident that the X Factor is one of the world’s most popular TV shows. Now you can use some of its techniques to improve your public speaking:
1) THE SINGER NOT THE SONG Whether it’s a panel of judges or a live audience, you have to engage with them on a personal level. Build a bridge. Let them like you. Only then will they listen to your song.
2) CRY ME A RIVER X-factor contestants blub a lot. Public speakers don’t, unless you count the Oscars. But don’t be afraid to show emotion. It will help people accept and remember what you say.
3) PICK A CATCHY TUNE Think about the audience. What type of song, or level of language, will go down best? Even if you must say something unpalatable, tell them in a way they’ll understand and relate to.
4) BE A STAR Confidence really shows on stage. It transmits itself to the audience. If you don’t feel it, fake it.
5) SING TRUE To really impress with your song or presentation, you must believe every word. Or at least, convince the audience that you do.
6) FIGHT THE GOOD FIGHT The X-factor exaggerates conflict because it makes good TV. It also makes for a good presentation. What evil/bad situation are you fighting against? Identify your ‘enemy’.
7) NAVIGATE Good songs and good presentations both need a clear structure. We need to know where we are. Otherwise the audience will get confused and nervous.
8) TELL US A TALE Songs that tell stories always go down well. So do presentations that include at least one story for every abstract message.
9) CALL US TO ACTION At the end of the X-factor, you vote for your favourite. At the end of your presentation, what do you want people to do or think differently? Give us a clear call to action.
10) INCLUDE A CHORUS Audiences love joining in songs, and joining in presentations by asking questions. Build questions into your presentations, and include a formal section where they can be asked and answered.
I have lots more top tips on presentation, media interviews and video techniques.
For regular updates email tony@tonycoll.co.uk or call (+44) (0) 117 987 0442
A few months ago I was asked to make two video documentaries about education, and I found it incredibly hard to find a school that would talk to me. This came as a bit of a shock, because when I was a local newspaper reporter, schools were easy, pleasant and reliable sources of news.
The stories weren’t all earth-shattering, of course. A prize, an exam result, an interesting sporting achievement or project, an inventive fund-raising effort, a visit to somewhere interesting ... anything would do as a pretext to write it up, including full names, ages and addresses (those were the days!)
I’d then get our ancient staff photographer to pose the kids into one of those strange but time-honoured set-piece group shots - smiling, jumping in the air, giving the thumbs-up, dressed up funny or occasionally holding a giant cheque while pointing at it.
The more children in the photo the better, because the editor believed every child represented at least one newspaper sold, and probably more if you counted the aunts and grannies that would also buy a copy if their little darling was in it.
The assumptions behind this cosy relationship were that teachers were basically on the side of the angels and children were cute, so stories about them and pictures of them sold newspapers. It was good publicity for the school which could bathe in the children’s reflected glory.
Occasionally there’d be a more inventive school story – a local angle on an educational trend, a new playground game or fashion item. Even when life got more serious, with paedophilia, parental kidnapping, teachers’ strikes and the modern excesses of health and safety and political correctness, you could still get a reasonable local comment from a Headteacher or Chair of Governors.
Apart from the genuine interest in such issues, there was a kind of democratic accountability going on. These were the schools where our kids went. We had a right to know what went on there, what the teachers thought and how we fitted into national trends.
Now, however, schools are high security institutions. In some places they have guards. A visitor is logged and badged and may be required to have a Criminal Records Bureau check. No pictures or films may be taken without written parental consent.
Which means that whenever there’s something they would rather not talk about – their low rating in the UK League Tables for exam passes, for example – they can hide behind security and data protection when the truth is that they’re worried that you’ll write something bad about them. Ditto if a pupil or member of staff has committed a crime or done something improper. Only when the story is so awful that it can’t be ignored – a shooting or murder, for example – will the Head or Chair of Governors make a statement.
It’s my belief that schools have tarnished their own reputations by hunkering down in this way. The modern concerns about security and privacy are real and must be addressed, but schools must realise that everyone – and every organisation - gets a reputation whether they like it or not.
Bad stuff, in the form of rumour, prejudice and hearsay, has always been around. The advent of social media means it can now be spread at the speed of light. The only smart thing to do is to counter the negatives with a constant stream of positives. And that means talking to media of all kinds – including, whether you like it or not, social media, newspapers, radio and TV.
The good news is that talking to the media need not be as scary or unpredictable as you think. There are tried and tested techniques for giving yourself a more extensive and more positive showing. And you’ll find that the schools and individual Heads in your area that always seem to get an unfair share of good publicity, work hard at securing and sustaining a good relationship with the media.
If you’d like such a relationship too, give me a call. My workshop ‘Media Skills for Headteachers’ could be just what you need.
For further information email tony@tonycoll.co.uk or call 0117 987 0442.
The UK Sunday newspaper the News of the World was closed by its owners, News International, following phone hacking revelations - but only after its advertisers had been persuaded to stay away by an effective social media campaign.So how did the social media lobbying work? And what can businesses do to avoid being similarly targeted?To try and answer those questions I spoke to Steve Virgin, a social media expert who is also a director of Wikimedia UK, which promotes the work of Wikipedia in the United Kingdom.
My baby TV station has a lot of growing to do, but I'm hopeful that soon it will be an authoritative source of news, comment, discussion and information about the security industry worldwide.
If anyone has any thoughts or comments, please get in touch.
For years, I have been advising clients not to hire celebrities to front videos. Their fees tend to be astronomical, and it’s almost impossible to choose someone that everyone in your target audience will like.
You can also have add-on costs like autocue/teleprompt equipment and operators, or allowing extra time - because if you don’t have autocue, you can be sure that the talent won’t remember the lines and will take ages to get it right.
However, I’ve recently discovered that using a TV journalist – not a celeb - as the on-screen reporter can be very effective. What’s more, it needn’t cost an arm and a leg - because it’s me!
It’s odd that I never thought of it years ago. I was a TV reporter back in the day. I have spent years making videos, training people in how to talk to the media, how to give personal presentations and how to make videos. And I do voice-overs.
So ... duh? But it really didn’t occur to me to get in front of the camera. And when I started doing it I felt like the Ugly Duckling when she gets her feathers:
“A swan? Me? A swan? Aw, go on....!”
Yet the truth is that without false modesty I can claim to be pretty good at this. And when I started to think about it, I realised that using an on-screen reporter has quite a few benefits:
1) Human connection. The reporter’s presence, and interpretation of sometimes difficult subject matter on behalf of the viewer, makes it all comfortingly human and accessible. And the reporter can talk to the camera lens like a friend – a trick that takes years to master.
2) Credibility. A reporter is so much more believable than either an actor playing the part of a reporter, or a smooth high-end voice-over with a ‘corporate’ sound. This really chimes with the modern sensibility. People don’t like over-produced videos any more, because they seem phoney.
3) Relaxed interviewees. A good reporter can put people at ease and get the best answers, delivered in the best way. No more awkward CEOs talking to camera like kidnap victims.
4) Emphasising what’s important. The reporter’s choice of questions, and his/her manner when we see or hear something amazing, helps underline its importance for the benefit of the audience.
5) Understanding. When an interviewee says something the reporter doesn’t understand, s/he will seek clarification. And you keep going until everything is crystal clear, and natural.
6) Facing awkward questions. This is particularly important when the video is about controversial subject matter. An unchallenged ‘talking head’ will naturally avoid addressing difficult areas, but a good reporter will use his/her skills to put the pertinent questions diplomatically but firmly, and elicit a properly considered response. This is true even when the interviewee is the client, and when the question and answer sessions are pre-rehearsed.
7) Novelty. Not many people are doing it this way.
8) Easy editing. A film of a reporter talking to camera, then interviewing people about the subject of the video is really, really easy to cut together. The sequence is obvious.
9) No script. Well, you could have one I suppose, but when it's me I prefer to ad lib, correcting and improving on the hoof. So you get a natural delivery with no scripting costs.
10) Cost-saving. When the reporter is also the director, you save yourself the cost of one person on the shoot, plus the script saving mentioned above.
Here are a couple of examples of low-budget films shot in this way to illustrate research projects at the Centre for Market and Public Organisation at Bristol University :
You’ll find the whole series of CMPO mini-docs HERE.
Now some examples from IFSEC, the big trade show for the security industry:
You’ll find the rest of the IFSEC interviews HERE.
Of course, this approach doesn't work for all subjects and all communications objectives - but it certainly makes a change, and is worth considering as it’s so simple and cost-effective.
For further information please email or call (+44) (0) 117 987 0442.
Web video is one of today’s most powerful communications tools. It adds a human dimension to online communication, modernises the look of a website, and when used with SEO, can dramatically improve search engine rankings.
The technology is very affordable, and many of us are now making and presenting our own videos. Some of them are excellent; others less so. There are occasions when a home-made look works well, and others when it compromises your brand or message by seeming cheap or amateurish.
This fun, interactive workshop shows you how to make videos yourself, and how to identify the occasions when you need professional help.
You will learn how to:
►Identify suitable topics
►Write a script
►Plan a shoot
►Lighting, sound & composition
►Shoot a short film
►Conduct an interview
►Present to camera
►Upload films for online viewing
All delegates complete at least one film on a subject of their choice to take away. Full handouts are provided, including on how to upload their film to YouTube, Vimeo or other websites.
About the lead tutor
Tony Coll is a video producer and communications trainer with a background in broadcasting, journalism and the arts. A former BBC journalist and producer, he makes broadcast-quality films for the non-broadcast sector. He also offers training in media, presentation and video skills for interviewees, as well as coaching and mentoring for media and PR professionals. He is joined on all workshops by a technician. On premium package workshops, the technician is a professional camera-person/editor who bring along a full range of broadcast-quality filming and editing kit.
Basic package
An experienced video producer and trainer shows you how to create and present a professional-looking web video using inexpensive HD-quality video equipment. You practise the basics of scripting, presentation, camerawork, lighting, sound and editing, including, if you choose, coaching in how to present to camera in a relaxed, natural yet authoritative way that suits your own style and that of your organisation.
COST: £550 for up to 4 people, plus £100 per additional delegate
INDIVIDUAL PLACES ON OPEN COURSES ALSO AVAILABLE
Premium package
All of the above, plus the hands-on support of a professional camera operator/editor; the use of a broadcast-quality camera, mics, lights and a laptop with professional editing software, and a Q&A session during which delegates can get expert advice on, for example, which kit to use and when; whether to buy or hire equipment, and the opportunities and challenges of greenscreen technology. This package also allows a direct comparison to be made between very differently-priced approaches to filming, thus helping to ensure that future purchasing decisions give good value for money.
COST: £750 for up to 4 people, plus £100 per additional delegate.
INDIVIDUAL PLACES ON OPEN COURSES ALSO AVAILABLE
Your camera or ours?
Delegates are very welcome to bring their own cameras, mics, tripods and laptop-based editing software, or to use ours. As a separate service, we can also research, source, buy or hire any film-making equipment you might need, find you a studio or location, or find and choose professional presenters or narrators, including celebrities. Please get in touch if you'd like to know more about this add-on service or speak to a tutor.
For further information please email or call (+44) (0) 117 987 0442.
I stuck it out for as long as I could, but I've finally surrendered and got a Facebook business page!
Here it is:
Please feel free to befriend me! It's lonely out there at the moment!
Did you know that if Facebook was a country, it would be the world's 3rd largest by population? It's a staggering thought. I've had a personal Facebook account for a while, actually, but I find it a bit confusing with all the messages from friends of friends whizzing about uncontrollably.
I have always been wary of having a business page because I didn't want to mix up family & friends with business stuff, but I can't really see a way round it. So if anyone has any tips on how I should be setting my privacy options etc, or how I can use Facebook conctructively to generate business, please get in touch!
It’s amazing stuff, snow. In the UK it arrives just once or twice a year - and the whole country is thrown into chaos. No trains, no planes, and you can’t drive.
It’s always a big news story. And if you’re in charge of transport, or some other weather-related public service, you’ll end up talking to the media. So what’s the best way to handle these encounters? Here are my key tips.
Action
First, invite journalists to watch your preparations, particularly if they involve action – the movement of large quantities, grit, snow ploughs, sleeping bags, food, or whatever is appropriate for your field.
Conflict
Journalists love conflict, and stories about good guys and bad guys. This time you’re the good guy, and the snow is the bad buy.
Humanity
Emphasise your humanity. You and your team are human beings doing your best, not a faceless organisation. Express your human sympathy, but don’t plead guilty. Nature caused the snow, not you.
Context
Show the context of your operation and what you’re up against. You have planned well, but you’re not Superman. You can’t fix nature’s worst extremes – no one can.
Preparation
But you have researched the problem. And you have translated the research into sound planning and action.
These steps will help get the media on your side when the big freeze comes.
But if bad weather arrives and it’s obvious that you’ve done no planning at all – no amount of PR will help!
WE’RE ALWAYS HAPPY TO TALK: tony@tonycoll.co.uk (+44) 7813 480986
The Video Skilled presentation
The first of my tips from the Video Skilled team presentation, delivered to a packed audience at the Bristol and Bath Marketing Network on Tuesday December 14th 2010, is about Viral Video.
Between us the four members of the Video Skilled team came up with twelve ways (twelve days of Christmas - geddit?) of using video for marketing.
The Video Skilled team is Mark Stonham, Dez Futak, Phil Girdlestone and me. We are an informal group of video and marketing professionals with very different skills who help clients use the power of video more effectively in their sales and marketing.
Why 'Video Skilled'?
The name is a shortened version of ‘Video Skilled the Marketing Star’, a play on the 1979 hit ‘Video Killed the Radio Star’, the first song played on MTV.
We thought it was appropriate for a time of changing technology.
Is viral a good idea?
Yes if it works - but see below for my reservations. My take on this is connected to my idea about everybody nowadays living in a virtual village.
A couple of hundred years ago we all used to live in real villages, and the only people we ever dealt with were our friends, our families and neighbours. In modern life that network has been extended by television, film and now the internet, so that there are a lot of people that you think you know, that you really don’t know.
Viral video takes the place of old-fashioned village gossip. It’s a way of spreading a little titbit of humanity around the village. So for example whereas in the old days you might have heard a scurrilous rumour about someone having an affair, or you might see something really cute and tell all your friends and neighbours about it, nowadays you make a little video about it and you put it on the internet.
And it's called 'viral' because it spreads like a virus, like a disease. Somebody sees it, they like it, they send it to all their friends and neighbours, they all send it to their friends, and it multiplies and becomes viral, becomes a big hit.
What's a good viral?
One of my favourite examples of a good and successful viral - simply because it's real, funny and heart-warming - is 'Charlie Bit My Finger', which has had more than 7m hits on YouTube:
The main charm of this is that it is real and unposed. The baby Charlie bites his brother's finger and thinks it's really funny, despite his brother's good-natured protests that it really hurt. Now, you can't fake that. But if you have a video with viral potential, you can piggyback on it. Note that this very natural video is now surrounded by ads, so its owners are now making money from it!
Can you make a viral to order?
You can try, but it's a risky business, because whether it 'goes viral' or not is outside our control. You could spend a lot of money faking reality, and the video might still not succeed. Phoney reality is a bit like when people try and fool reality clip shows like "You've Been Framed" or "Oops TV". There's an indefinable something there that's not quite right.
How about comedy?
Comedy virals are a different matter. They're like passing jokes around in the village, so they don't try and pretend to be real. They do tend to be a bit raunchier, more risque, than anything you'd see on TV. Here's a successful comedy viral made by Rebel Virals in Bristol, UK, for a hospitality recruitment company, which spoofs master chef Gordon Ramsey:
Do you make virals?
The honest answer is, we won't always say yes, because the idea has to be a great one and the muse doesn't always come and see us when she's invited. So just ask, and we'll tell you whether we think it will work!
WE’RE ALWAYS HAPPY TO TALK: tony@tonycoll.co.uk (+44) 7813 480986
