Michael Taylor
The changing face of the media
FBE - Liverpool
12 July 2012
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My media journey. But what’s
yours?
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You are what you dream
•Early
1970s
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The local paper…
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You are what you hear
•Later
1970s
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You are what you read
•Early
1980s
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The New Lad
•1990s
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Growing up…
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And you …?
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What were once just papers and
magazines… now brands
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And competing new entrants …
with a different model
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The media market,
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Ads paid for it all
Democracy and accountability
Information
Community service
Doing more with less
Death of newspapers
Self inflicted wounds
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Editor as brand manager
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Speaker
Spokesman
Presenter
Salesman
Manager
Namedropper
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Daily news – a hungry beast to
feed & a race to cut and paste
(quality and commodity of news)
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Quick test…Here is the news…
• Toby Whittaker's firm faces tax
investigation
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THE Harley Scott Holdings property business owned by Toby Whittaker is facing an investigation from the tax authorities.
The Burnley-based business, which declared a pre-tax loss of £4m on sales of £5.8m in the year to February 28, 2011, states
in its newly-filed accounts that it "is currently subject to numerous tax investigations by HMRC".
"The outcome of the investigations is uncertain and cannot be quantified at this point," it said.
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Content was king…
• Now, contact is king
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Business for breakfast
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• Everyone likes to walk though a door
marked private
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Some tips on appearing at an
event
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Do your homework
Call other participants
Don’t overdo Powerpoint
Overprepare
Don’t oversell
Be polite
Be memorable
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Winning awards!
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How to win an award
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Content of an entry is important
But presentation is too
Meet the deadline
Add extra supporting info
Appear human
Don’t lie…
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People and personalities
• Business press looks for
business heroes
• Role models for a new
generation
• “pop star” style of
interview and profile
• Lists are good
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Some classic stitch ups
(AKA investigations)
• Paul Raymond
Versace
• Maverick conman
• Exposed in Insider
• Embarrassing
• Detailed story,
needed patience
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Seven golden rules
• Now you’re engaged with the media…
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1. Trust no one
• Don’t go off the record. There is no
such thing…
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2. Never say No Comment
• You will sound shifty
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3. You cannot “approve copy”
• It insults a journalist’s very being
• But you can offer to check anything
technical or for facts
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4. Never link editorial to ads
• It also insults a journalist. And
doesn’t actually help the advertiser
either
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5. Be in control
• Put a set time on the interview. Often
this will be pressured anyway
• Play hard to get
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6. The Holy Grail
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7. Trust no-one
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Don’t get carried away
Journalists can lead you into traps
Journalists are not your friends
It is a rough trade, even in the sleepy
business press
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BBC to MediaCity UK
• Some thoughts…
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Jeff Randall – barbarians at the
gate
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Robert Peston
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Stephanie Flanders
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Suralan
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Theo…
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BBC Radio 5Live
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BBC Local radio
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Commercial radio
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A few radio tips
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Have a plan
Practice 15 second sound bites
Be available
Be memorable
Be there
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DIY promotion
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Blogs
Social media
Video on your site
Newsletters
Your own events
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Social networking:
“be in it to win it”
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Top property tweeters
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TomBloxham 7,709 followers
Giles Barrie 4,926
Liz Peace 1,017
Chris Brown 1,279
Rebecca Roberts 347
Grant Shapps 54,375!
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A great blog
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Tips
Personality
Passionate
Regularly updated
Consistent
Authentic
www.philjones.biz/blog/
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Social media
• You are in control – the biggest
question – do you trust your staff?
• Beware of social media schizophrenia
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Video? Just do it,
but do it right
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Thank you for your time
Call me anytime
07973 890236
Email me:
michael@wethinkmore.com
follow me on Twitter
@marpleleaf
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