Painting Word Pictures on the Radio

By Susan Tomai

Many spokespeople approach a radio interview the same way they would a TV interview. They think “I know my messages, I’ll just deliver them and I’ll be fine.” Not really.

In fact, a radio interview can be more challenging because in the absence of visual cues, the spokesperson must use more descriptive language and storytelling to conjure up images that draw the listener in. The spokesperson should ask “Why should this audience care?” while telling stories about issues and policies that touch listeners where they live. For example, don’t say “four out of every ten Americans is affected by this problem” – say “Let me tell you about a firefighter in Chicago I met last week named Bob Smith who has this problem…” and you’re off and running, with the audience hanging on your every word.

People love to hear stories – and the trick is to talk with, rather than at, the audience. This approach will not only improve your radio skills, but your performance in all kinds of interviews, presentations and speeches.

Missing The Point

By Susan Tomai

What is up with all the finger-pointing? By this I mean the terrible habit of politicians, thought leaders and executives pointing their index fingers at the audience in the “I told you so” pose. It’s condescending and says “I know better than you.”

Unfortunately, it’s also when a thousand camera shutters click away to capture the action shot. It helps make the story come alive - and it’s not pretty, if you’re the one doing the pointing. A better approach is to gesture with an open hand, or perhaps two hands. It looks more positive and won’t offend your audience - unless that’s the point.

Brian Williams Does the Right Thing - Finally

By Susan Tomai

Plenty of people have been known to embellish an oft-told tale at one time or another. But letting the facts get in the way of a good story doesn't cut it when you have millions of viewers who place their trust in you. Brian Williams either "mis-remembered" and "conflated"  essential information (as he claims) - or hubris led him to think that he could get away with telling something other than the truth. That's what the internal investigation at NBC News will try to nail down.

For now, Williams has made his first right move in this mess by taking himself off the air. Good crisis management demands that the person at the center of the storm apologize, and then take him or herself out of the spotlight, as Williams has now done.  Sadly, no matter what the investigation finds, Williams' credibility - and that of  NBC News - has taken a major hit.

Ramblin' Man - And Woman

By Susan Tomai 

“Lord, I was born a ramblin’ man…” - so sang Dickie Betts of the Allman Brothers Band back in ’73. And while the song may be a catchy bit of Southern-fried rock n’ roll, it’s bad advice for public speakers. In other words, don’t be ramblin’ when you’re speakin’ in public.

I’m often disappointed by the lazy interviews and speeches that prominent people deliver: meandering, too long, no particular point or message. To show real leadership, get to the point.  Always establish clear, concise, well though-out messages, and deliver them with passion and style.  Leave the ramblin’ to Dickie.

Oh No - They Didn’t Say That

By Susan Tomai

Imagine you’ve just given a presentation - perhaps it was to five people in a conference room, or 60 at a luncheon, or 1000 at a convention.  Now imagine that after your talk you wandered into the lobby and - poof - you turned into a fly on the wall. Let me ask you: what do you want to hear? How do you want your audience to describe you?  What adjectives do you want them to use? The words we hear from clients run the gamut - passionate, knowledgeable, powerful, likeable, funny, creative, edgy - so what are yours?  Stop being ordinary – be different. Before your next presentation, set a “desired impression” goal for yourself and work like heck to achieve it.