Are football and rugby the same thing?

Media vs Public Speaking Skills

Well, both involve fitness and running and both involve a ball but otherwise they are pretty darned different! To my mind so it is with Public speaking and media skills, they have some similarities but they are very different disciplines. Yet many organisations seem to consider it vital to train their senior managers in media skills but not public speaking skills, perhaps in their minds, they think they’re one in the same?

DEALING WITH THE MEDIA

Dealing effectively with the media is a game of cat and mouse much of the time. The media in general and particularly the TV media thrive on drama and controversy. When was the last time you heard a headline screaming,“ it’s all going brilliantly and everyone agrees”.  Bad news sells, drama, scandal and conflict are compelling. That, therefore is what the media look for. Much of media training therefore focuses on how to deal with journalists to ensure that you and your organisation don’t end up embroiled in controversy.

Key media handling techniques are things like bridging and sound bites. Bridging is essentially the art of taking a question that you don’t really want to answer and replying by talking about something completely different. This technique is characterised by such classic phrases as “but what’s the more important issue here is…” Look let’s put this in context, the real point is..” TV and radio interviews tend to be really brief time slots. The average length of time a politician is allowed to speak for at an one time on news channels is 9 seconds. Sounds bites therefore are the art of trying to make a meaningful point in 9 seconds or less!

PUBLIC SPEAKING

Public speaking, (whether to large or small audiences in formal, podium based presentations or impromptu in meetings) is a very different skill.  It is a much longer messaging format and therefore requires a more sustained effort. Content and structure need careful planning to deal with potentially drooping attention spans over a time period. You have the chance to say much more but have to make judicious choices about how much is too much. Your vocal skills require much more skill in terms of projection, enunciation and variety. You normally have to think much more holistically about what your body language is doing and saying to your audience. There is a need for greater congruence and authenticity because it’s a more transparent format than a media interview.Public speaking speaking therefore is a) a related but very different skill set to media skills b) just as important.

We can only hope then that senior managers in organisations begin to recognise that focus on media skills is not enough. If they are to inspire and lead their people effectively through these tough times they need to be at the top of their game with their public speaking too!