Home
>
Public Relations
>
Media Training: Stop Talking, Already!

Media Training: Stop Talking, Already!

THE TWO MINUTES UNDERDOG

Edward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter's day in November 1863, he delivered one of the impassioned speeches that made him famous. His two-hour speech reportedly captivated the crowd.

The poor fellow who was scheduled to speak after him had only prepared a two-minute speech.

The man was Abraham Lincoln, and the speech was the Gettysburg Address.

Less is more.

ACCOMPLISH MORE BY SAYING LESS

Most interviewees are experts in their fields. They have a lifetime of acquired learning in their subject, and could easily pontificate for hours about even the smallest detail. Their expertise rarely fails to impress at dinner parties, and they are regarded as wise counsel amongst friends.

But in the setting of a media interview, they almost always say too much.

Perhaps they feel the need to demonstrate the depth of their knowledge in an attempt to build their credibility. Conceivably they think that giving a reporter extensive background is helpful. Or maybe their nervousness uncontrollably propels them to chatter endlessly. Either way, they've lost total control of their message, and are inevitably disappointed by their quote in the next day's paper.

An interview isn't about demonstrating knowledge ? it's about organizing knowledge. Instead of downloading raw information to a member of the press, interviewees should prepare no more than three main message points (single sentences) prior to the interview. During the interview, questions should be answered directly ? but quickly ? before segueing to a prepared message.

In general, try to keep your answers to 30 seconds or less; complicated questions can occasionally require up to a full minute. By doing so, the audience stands a much better chance of actually remembering your most important points. Remember ? even the smartest audience won't be able to recall everything you said. But they will remember the highlights ? if they remain unburied by nonessential verbiage.

THE LESS YOU SAY, THE LESS YOU STRAY

Another reason to "talk short" is that it limits your risk of saying something you'll ultimately regret. As an interview continues, most interviewees become more comfortable. That's a good thing. But too often, they become victims of what I've dubbed, "The Seven Second Stray."

The Seven Second Stray is the often inevitable moment when a comfortable interviewee makes a slightly sarcastic or flip remark. The spokesperson may have been on message for the other 59 minutes and 53 seconds of an hour-long interview. But I can almost guarantee that the reporter will ultimately use the less-than-favorable seven seconds. Why? Because it's unscripted, off-the-cuff and probably more dramatic than everything else you've said.

BILL CLINTON BOMBS

Before he became president in 1993, Bill Clinton was best known for his 1988 nominating speech at the Democratic National Convention.

His speech droned on for more than an hour. Television cutaways showed delegates of his own party nodding off. When he finally uttered the words, "And in conclusion," the delegates cheered wildly.

A few nights later, he appeared on Johnny Carson's "Tonight Show." Carson's first question? "So, governor, how are you?" Without pausing, Carson reached under his desk, pulled out an hourglass, and turned it upside down. The audience roared.

Less is more.

Brad Phillips is the founder and president of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations department for the second largest environmental group in the world.

For more information or to sign up for free monthly media relations and media training tips, visit http://www.phillipsmediarelations.com.

insured cleaning company Park Ridge ...

In The News:

Luxury fashion brand Dior experienced a January 2025 data breach affecting customer personal information, and notifications were sent months after the discovery.

The commercial Unitree H1 humanoid robot weighs 104 pounds with 365 pound-feet torque per joint and demonstrates dangerous potential when software glitches occur.

Americans average 10-plus hours online daily, according to recent survey, splitting time between streaming shows on TV and browsing websites on multiple devices.

Boost your smartphone privacy instantly with these security tweaks for iPhone and Android that limit ad tracking, hide notifications and prevent unauthorized access.

Platforms like Hoax Tech and JS Click Cloaker help cybercriminals bypass detection systems using machine learning to selectively display scam content to victims.

A new battery recycling technique transforms old lithium-ion batteries into high-performance components that retain 88% capacity after 500 cycles with minimal waste.

Google's Android operating system can warn users about earthquakes before the shaking even begins – and there are ways to do it on your iPhone, too.

Meta's new gesture control wristband might just be the most seamless way to control a computer yet. And no, it doesn't require surgery, a camera, or even a touchscreen. All it needs is your wrist.

Long-haul trucks are now being upgraded with a surprising twist, thanks to California-based startup Revoy. Their electric boost doesn't replace diesel but works alongside it to cut emissions and fuel costs without major disruption.

PayPal and Venmo just rolled out something big: AI-powered scam alerts for Friends and Family payments.

As data centers multiply across the United States, energy demand is increasing at a rapid pace. This has not escaped the notice of large investment firms from Wall Street.

The Unicode Consortium, the nonprofit organization that maintains the Unicode Standard to ensure emojis work across devices, has announced Unicode 17.0, which includes nine new emojis slated for release this fall, in September 2025.

OpenAI is one of the world's leading AI research labs. Founded in 2015, it's behind some of today's most talked-about tools, including GPT, DALL·E, and ChatGPT.

Ever catch your dog staring at the screen during movie night and wonder if they're actually watching? Turns out, they might be. A new scientific study from Auburn University found that many dogs really do engage with television, and not all pups react the same way.

Stop the scammers from making contact in the first place. They're getting your parents' contact information and much more personal data besides, from somewhere.

The Walker S2 robot from UBTech autonomously exchanges its batteries in just three minutes, allowing continuous operation in car factories operated by BYD, Nio and Zeekr.

The FX Super One electric MPV from Faraday Future offers flexible seating, zero-gravity recliners and an AI system that creates a personal connection between driver and vehicle.

Practical solutions for reducing unwanted charity mail, political texts and email spam by opting out of shared lists, replying "STOP" and using data removal services.

Delta's new AI pricing system eliminates static airfares for personalized rates based on individual data, raising questions about fairness while promising optimized revenue.

AI data centers are straining the power grid across 13 states, contributing to a $9 billion increase in electricity costs, and PJM customers face monthly bill increases of $25 or more.

Artificial intelligence is transforming the music industry as AI-generated bands like The Velvet Sundown earn substantial streaming revenue, prompting lawsuits from major record labels.

Microsoft phishing scams use fake security alerts and links that redirect to credential-stealing pages with warning signs, including urgent language and unusual senders.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tesla vehicles manufactured since mid-2021 with AMD Ryzen processors can now access Grok 4, xAI's witty conversational assistant designed to make drives more engaging.

Understand how technology affects mental health through five concepts, including blue light exposure, screen time management and algorithmic bias.

Media Training: Stop Talking, Already!

Public Relations