“Stop being so British” is becoming a more common piece of feedback that we give to clients as we prepare them to face the media. Yes, I am being stereotypical therefore it is a generalisation and no, it’s not talking endlessly about the weather!

Low self-esteem, pessimism, self-doubt and self-deprecation can be common character traits amongst us Brits and they do find their way, at times, into UK based media spokespeople.

We sometimes find that spokespeople squirm at the idea of sounding the corporate trumpet or showcasing their company’s milestones or highlighting their own personal achievements. Record growth levels, innovative products that challenge a market, double-digit increase in company headcount, ground-breaking diversity levels across the workforce, the list can go on. “I can’t say that”, “that’s not that impressive”, “but everyone knows that”, “that’s just not very interesting” are the retorts. Often wrong. We regularly witness industry bubbles forming around clients where information is presumed common knowledge but often isn’t amongst a more generalist audience.

At times a fear of being seen to be too confident, to boast or perhaps elements of inertia towards the significance of a milestone which could mean missed opportunities to propel the brand’s media profile. All could perhaps run the risk of developing an inaccurate media description of the company and where it sits within its wider sector.

The reverse – an arrogant media spokesperson radiating self-aggrandisement – can obviously have a potentially far greater negative impact on a company’s reputation. Knowledge of these traits can travel fast amongst journalists and are often not forgotten.

Credibility is manifested by evidence – the proof is in the pudding. If you have a story to tell and have the proof points to back it up, the media is a great platform to engage with. Understanding how to communicate your success can be learnt and taught.

At Greentarget, we subscribe to the three messages/conclusion rule. Most of us speak in a “pyramid” style, providing context and supporting facts that build up to the conclusion.  For example:

• Widget Ltd provides a best-in-class product to clients
• Widget Ltd offers an exceptional experience to clients
• Widget Ltd operates in an ethical, transparent and responsible way​

CONCLUSION: Widget Ltd provides the world’s best products, offering an exceptional experience to clients by operating in a trustworthy manner.

Instead, we tell clients to flip the pyramid by starting with your most important message and then offering support. For example:

CONCLUSION: Widget Ltd provides the world’s best products, offering an exceptional experience to clients by operating in a trustworthy manner.

• Widget Ltd provides a best-in-class product to clients
• Widget Ltd offers an exceptional experience to clients
• Widget Ltd operates in an ethical, transparent and responsible way​

We ideally want our clients to view their key messages as their home and should be developed with that in mind. Whatever the question, your objective is to get home. Effective messaging keeps a spokesperson focused and disciplined – it helps them to sprinkle their personality on an interview while tastefully showcasing their company’s success. Practice is the key to message discipline.

At Greentarget we prepare our client’s spokespeople to be personable, specific, credible, empathetic and to raise the thought leadership bar. From our challenging mock interviews where we will pose hard hitting questions that put spokespeople on the spot, to writing workshops designed to take a team inside the mind of a journalist, we offer an array of training courses that upskill experts, help them become better advocates and fulfil corporate compliance requirements. Whether they require a singular refresher class in engaging with the media or ongoing executive support, we offer expert training customised to suit specific business goals.