CorpComms Magazine

The first ever televised leaders' debate produced more fascinating results than the election. While no-one expected Gordon Brown to do well on television, who would have expected the gauche Nick Clegg to triumph over the former PR man David Cameron?

But while Cameron appeared ill at ease, Clegg seemed comfortable and - as a result - trustworthy. While he didn't maintain the momentum of his first appearance - and of course, the end result was a disappointing election for the Liberal Democrats - he did show signs of a confidence engendered by intensive media training.

Clegg was trained by Andrew Caesar-Gordon, managing director of London-based Electric Airwaves.

He says: 'Nick Clegg is a credible, nice man and the purpose of our training was to make this come across. The idea of media training is to help you get across your identity and style so it resonates with the viewers and they identify with you. That's true whether you're a politician or a businessman.'

While it is all too easy to believe that appearing on television is a breeze, imagine what it would be like if you were to be grilled for just a few minutes by Jeremy Paxman. How would you get your company's message across well? And what lessons can we learn from the mistakes the politicians made in their time under the TV spotlights?

Peter Coe, managing director and co-founder of Media Speak, who started his career as a reporter on the late-lamented TV:AM, says: 'I always tell our clients that it's all about flying hours: you need the experience of the cameras before you'll be comfortable.'

Tom Maddocks, founder of Media Training Associates, is also a former broadcast journalist. He is wary of using the Clegg experience as an example of someone made for television. 'What everyone says about Clegg is that he was the best in the debate because he looked directly at the camera. But that's something you should never do because you'll just look weird - unless you're doing a piece straight to camera,' says Maddox.

'Presenting yourself well on TV is not about being Mr Cheesy. TV is better for presenting your experiences than for selling a product. Prepare what you want to say and keep it interesting. Don't make trite asides. You want to be chatty and personable - Clegg came across as a reasonable chap and that's why he won at least the first debate.'

Practice makes perfect

Media trainers will make you practice again and again with as close to real TV experiences as they can manage. Electric Airwaves, which works with 40 of the FTSE100 companies, has its own television studio set up and uses real journalists and television presenters to put its clients through their paces.

But while experience is invaluable, Coe says that even the most media-trained executive will fail if he or she is not on top of their brief. And that means rigorous preparation because if the executive does not know their story then they will be found out; there is no room for bluster on television.

Television interviewers will have done their homework on a company's story and they will spot any signs of weakness and pick at them. Coe says: 'Preparation is key. You have to know your story and have an argument ready for anything the interviewer could throw at you.  Get your story straight and you'll be comfortable and you'll come across as trustworthy to the viewers.'

Maddocks drums into his clients the three Ps. 'Prepare for pitfall points. You need to prepare to get your message across,' he says.

Maddocks adds that it is always worth finding out from the producer or researcher what kind of questions might be posed and what sort of responses they might desire. He adds: 'Remember, most interviewers are not like Paxman. Most interviews are informative, not combative.'

Roddy McDougall, editor-in-chief of Cantos, warns against getting too much information. 'If you make 26 points in your interview, you're not going to get 26 points across. Viewers will only remember two or three - so stick to that number.'

Television studios can be daunting places - the lights, cameras and the make up can be terrifying for most people. Trainers claim that, if they have done the groundwork and been well prepared, interviewees should feel comfortable and relaxed.

'TV is not a natural environment. It is all artifice and you have to become comfortable with that experience or you will suffer,' adds Coe.

Even those too young to remember the televised presidential debate between former American vice president Richard Nixon and Senator John F Kennedy in 1960, are likely to have heard the tale of how Nixon lost the vote on television because he appeared sweaty and ill at ease. (By contrast, he won the radio audience vote.)

And Peter Jones, a non-executive director of CTN, says: 'Nixon also appeared unshaven. Appearance is important: 75 per cent of what you communicate is done by appearance, 18 per cent by the tone of your voice and, chillingly, only seven per cent by what you say.'

Physical pointers

While having had hours of media training is ideal, difficulties arise when executives are called on at the eleventh hour to appear on television to put their company's side of the story.

Media trainers believe there are some physical pointers that can make a presentation more effective. While it is unlikely that a lectern will be provided, on the occasions when it is then it is vital that the interviewee does not cling to it for support. Similarly, do not follow Gordon Brown's lead and stand on one foot; such a stance is frowned upon.

If the interview takes place standing up, rather than sitting, then it is essential to stand up straight although not like a soldier on the parade ground. Coe recommends standing where the feet are positioned six to nine inches apart. Similarly, those being interviewed sitting down should not lie back in the chair as that will give the impression that they are too laid back. The recommended stance is to sit slightly forward with hands clasped loosely.

For those appearing on television to explain a mistake made by their company, McDougall says it is vital to apologise. 'If you are wrong then accept that and apologise but don't keep saying it or you'll appear insincere,' he says. Similarly, it is important to keep answers succinct but not to the point of 'yes' and 'no'. McDougall says: 'Do that and you'll appear petulant. Also, people get a bit nervous and can talk non-stop to fill the space. Instead, learn to speak in 30 second bursts. Think about what you want to say. Try to be witty. If people find you interesting and like you, you'll get your message across.'

Don't be too scared of corpsing, says Maddox. 'It doesn't happen very often but everyone fears it. A good interviewer will rescue you if you get stuck: if you look a plonker then they will too.'

Good performers are rarely born that way; they are created. Says Caesar-Gordon: 'There are very few naturals but everybody is trainable. Interviewers and the public will spot insincerity: think of Nick Griffin, who was trying to get across that he was reasonable on Question Time when anyone could see under it all he was quivering with rage.'

The most important lesson that all potential interviewees should remember, according to the trainers, is that it is possible to turn down the invitation.

Jones says: 'Find out if the interview is adversarial or discursive. You have to know what you're getting into. Ask the producer who else will be on and crucially, how long you will be on for. You want to know what your role in it will be - and you don't want any surprises.

'Television is a merciless media and you can't wing it. It will stay with you for ever and what you don't want is a terrible interview being replayed again and again on YouTube.

'If the interview won't work for your company or cause, then don't be afraid to say no. Because if you get it wrong, you'll regret it for years.'

Media trainers' pick of the politicians

Andrew Caesar-Gordon, Electric Airwaves

• Boris Johnson - 'he's always watchable'

Peter Coe, Media Speak

• Peter Mandelson - 'he's very self aware. A bit of a pantomime villain  but entertaining'
• Vince Cable - 'avuncular. His own man and he gets that across'

Peter Jones, CTN

• Ed Milliband - 'he puts his points across in simple language and comes across as if he knows his stuff'

Tom Maddocks, Media Training Associates

• Ken Clarke - 'he comes across as a human being and will go off message which people like'

Roddy McDougall, Cantos

• Michael Portillo - 'Okay, so he's not a politician now, but he comes across very well now - he's relaxed, and so much better than when he was an MP'

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