LEADERS' LESSONS
What lessons from Nick Clegg's much-mulled-over success in the historic first party leaders' TV debate? He came across as personable and sensible, though most viewers would be hard-pressed to remember much of what he said about Lib-Dem policies. So for anyone being interviewed on TV, remember that too much point-scoring and getting across every last 'key message' can actually be counter-productive. You have to have a couple of good points you want to make, but then it's more about creating a friendly, authoritative impression. Getting the audience to like you is more than half the battle, though for most people that takes quite a bit of practice. Don't try to copy Clegg by looking direct to camera - it looks awkward when answering questions in an interview.

GOING DIRECT
It is remarkable how infrequently companies manage to get the better of trade unions in the PR battle over the rights and wrongs of strikes and other labour disputes, even those which affect the public. Company spokespeople are often mealy-mouthed or non-existent on the news bulletins, while union activists are much better with their punchy anti-management phrases: think Bob Crow of the RMT with his 'nobody loves us but we don't care' soundbites.

Willie Walsh of British Airways has been a rare exception with the recent cabin crew strikes. Interestingly he has often chosen to get his message across to staff and customers directly, rather than via the news bulletins. (Curse those left-wing journalists!) His YouTube address of 12th March was particularly praised, with a relaxed, reasonable style and of course complete control over the message.

This is an increasing trend, and it will spread further. At the moment it's hit-and-miss; Eurostar boss Richard Brown got it all wrong during their Christmas disruption, as emphasised in our last newsletter. But get it right and you can set the agenda – the Walsh appearance was widely reported, with excerpts played on mainstream channels. What next? A warm and cuddly Eric Daniels of Lloyds Banking Group appealing to customers and MP's on the merits of bankers' bonuses? We await with interest ...

Speak Up!!
Eric Daniels of the Lloyds Banking Group was the subject of ire from the head of the BBC's Business Unit when, as the Chief Executive of what is now a 41% state-owned bank, he refused to show his face and be interviewed on results day. The banks' unwillingness to explain themselves has continued to fuel public ire, as evidenced by public comments on the Daniels refusal, including one quoted by the Evening Standard: 'Existing in a bubble surrounded by flunkies, he adds new meaning to the definition of aloofness..'

OLD V. NEW MEDIA
PR Week recently held its PR and the Media Conference, where representatives of the Guardian and Telegraph pointed up how, at a national level, the journalist's job is changing. The days of the traditional 400-word story being the reporter's main output are numbered, according to The Guardian's Janine Gibson. She particularly pointed out the way that specialist correspondents, in particular, are building up blog followings.

These give a new outlet for specialist stories that are not big enough for the paper, but which can be very relevant to those who are interested in such areas as healthcare or education. These blogs can become very influential, and can provide a useful opportunity for PR's to engage.

Speaking of new media - don't forget to follow our weekly media tips and commentary on Twitter and our new Blog.

80/20 Rule
Sometimes the famous Pareto principle or 80/20 rule can be taken to extremes with new media – with 80% of the effort going on blogs and tweets that will be seen by a lot less than 20% of the audience. The vast majority of people still get their news from traditional media such as radio and TV – and this should not be forgotten.

PRESENTATION TIP
It's a frequently made point that the beginning and ending of a presentation are the most important – so that you can hook audience members in at the start, and leave them on a high note. But you don't want them to sleep during the rest of it, so constantly look for little ways to avoid the whole thing becoming too predictable.

Breaking up your presentation into clearly-delineated sections, each of which is effectively a little mini-presentation will help. Can you insert a bold, surprising visual image into your series of slides to grab their attention? Or ask the audience a rhetorical question to get them engaged? Merely remembering to vary the tone and pace of your voice can do a huge amount to continually re-engage your audience.

AND FINALLY...
Joe Joseph in The Times has taken a tongue-in-cheek look at how journalists operate – (see it now before it goes behind the Times paywall.)

A lot of this involves how to get a gratuitous Sarah Palin or Cheryl Cole angle into the story, but there were a couple of serious points. Mr Joseph is 'kinder' than many journalists in that he seems to be willing to go back to his sources and check quotes with them before publication. His point is that this is necessary because a lot of his contacts speak very quickly and, as he puts it, 'many journalists have the shorthand skills of a marmot'.

So to be quoted more accurately, people should speak more slowly and clearly, building in some pauses after the important points, so the reporter can write it down properly. It is great if the journalist 'improves' your quote to make it sound more punchy – but you cannot rely on this. The danger is he will print 'what he thinks you must have meant', or mangle it completely.