“According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you’re better off in the casket than delivering the eulogy.”
-Jerry Seinfeld
Communication is everywhere, and it’s a part of every way we express ourselves. It’s the words we use, the body language we convey, the way we dress, and the way we create content. And at 4media group, we believe extraordinary communication is at the basis of incredible products.
The Satellite Media Tour can be an incredible product. But its tactical excellence hinges largely on one thing: spokesperson selection and training. We’ve written in the past about how to select a proper spokesperson, and even what to do when talent troubles arise. But today, we’re talking about how to prepare your talent for that pivotal moment—when the camera comes on.
As communications specialists, we have a few tips on how to prepare your next Satellite Media Tour talent to engage, connect, and inspire their audience, whomever that may be.
GIVE A BACKSTORY
SMT talent doesn’t just show up on set one day, ready to represent a brand. They are, hopefully, selected for a reason. This brings us to our first tenet of public speaking: Give a backstory.
Why are you an expert? If you’re advertising a service or product, why were you chosen to discuss it? Did you have a personal experience that led to you needing such service? Are you the leading expert in that particular field? Whether your connection is personal or professional, there is a reason you’re here. Giving your audience that backstory makes you appear reliable and trustworthy.
MAKE PEOPLE WANT TO LISTEN
We’ve all been there – stuck listening to someone talk about something we just aren’t interested in because we feel it has nothing to do with us. Our instinct is to turn our attention elsewhere, which poses a difficult challenge for speakers: how do we make people think that what we’re saying applies to them, even when that seems far-fetched?
Satellite Media Tour talent has to be ready to make a topic interesting. It’s why they’re referred to as ‘the talent,’ and not just ‘the SMT person.’ You can accomplish news hooks in more than one way, but at 4media group, we like to lean on the results of research, garnered by PR Surveys, to build news hooks and choose talent to stand behind them with engagement and expert authority. A combo that good can get you into the nation’s top TV markets.
ENGAGE YOUR AUDIENCE
It’s not enough to show that your topic is relevant to keep your audience’s attention. You have to work for their interest. A dull topic can be reinvigorated through the introduction of new information, a brand’s solution to a common issue, or even a celebrity talent. Brands wanting the most out of their Satellite Media Tours owe it to their talent and their audience to be well-prepared way before the day of the tour.
When the talent arrives on set, they need to have a story to tell, talking points, and plenty of help from the brand they’re representing.
LEARN FROM YOUR EXPERIENCE
“There are always three speeches, for every one you actually gave. The one you practiced, the one you gave, and the one you wish you gave.”
-Dale Carnegie
If you’ve ever watched an SMT as a director or producer, you can typically see talent get more comfortable as the interviews progress. At 4media, we encourage talent to think of each new interview as an opportunity to learn from the one that came before it. Stay on message, but don’t be afraid to learn from what works, and stray away from what doesn’t.
Want to learn more about our Satellite Media Tours? Reach out – we’d be happy to help.