media training Archives - Mutant Communications

Media Training: A definitive guide to not soiling your pants

We’ve all seen it, a bumbling celebrity spewing nonsense on camera, digging their graves even deeper for the whole world to see. Even worse, the mindless politician blatantly dodging serious questions just to repeat the same thing over and over again.

Listening to badly media trained politicians like

The reality is that both of these individuals have most likely sat through some form of media training, given their backgrounds. So even with media training, ensuring quality trainers (that’s a whole other story) and practicing as much as possible, what are the main things one should watch out for in regards to media time?

Let’s dive right in, and in true media training fashion, I’m going to structure this around three key messages, just like a good spokesperson should!

Confidence

Confidence is necessary for any good spokesperson, but this confidence needs to be laid in the right area. It should come from knowledge in the given topic of discussion as well as your own preparation for the interview (more on that later). Things can quickly go awry when this confidence is placed in the wrong areas. Overconfidence can lead to spokespersons not caring to prepare for the interview or even foregoing media training altogether – it’s very common to see individuals who are extroverts and are comfortable in many different social situations believing they can handle media.

Preparation

Similar to confidence, a good spokesperson should approach interviews with a good amount of preparation. Note that preparation has a close relationship with confidence, as preparing properly will help boost confidence. For a spokesperson, preparation should not only evolve around the subject matter and clearly define key messages, it is also about understanding the context of the topic in the wider sphere.

However, be careful, as over-preparation can be deadly if the spokesperson remains focused on the topic or questions shared by the reporter prior to the interview, prohibiting a natural conversation flow and causing the spokesperson to freeze up.

A great example I always like to bring up is of a business leader I had once worked with. He was incredibly intelligent and charismatic, and while he was confident around his knowledge of his subject matter, he liked to prepare by having myself attack him from all angles with left-field questions to try and pull him off his key messages. He never rested on his laurels and was always a perfect spokesperson on camera, even when reporters tried their best to get a juicy headline.

Conversation

Most media trainers will emphasise the importance of the main key messages a spokesperson has to hit during an interview. This is to prevent the spokesperson from getting caught up in the conversational flow with the reporter and letting them get what they want.

This, however, is not the only way to fail at controlling the conversation. While the bridging technique is often brought up to help a spokesperson bring back conversations to the topic and key messages they need to focus on, an overreliance on them can be problematic. Poor bridging technique or a robotic reliance on them will make any spokesperson look disengaged and unauthentic, not only coming off negatively for the audience, but also making it difficult for the reporter to get something to talk about.

Once upon a time in Hollywood, Tarantino had a major interview fail

So this brings us to the end of some of the key things all spokespeople should watch out for, by no means a fully exhaustive list, but at least a list that is simple to digest (hey, only three key messages!).

Do you have what it takes? If you want to find out about media training sessions or want to be grilled by our in-house media trainers, send us a message to hello@mutant.com.sg.

4 PR Takeaways from the Winter Olympics 2018

The frozen mountains of South Korea have seen much action over the last two weeks, as Olympians brave the freezing temperatures and unforgiving landscapes to bring glory to their countries. As the 2018 Winter Olympics draws to a close, here’s a few PR lessons to consider:

Relatability is key

Brands should take a page out of teen virtuoso Chloe Kim’s book- even in the middle of competition, the Olympic gold medalist shamelessly tweeted about her dog, being “hangry” and her eyeliner. Her sincere and heartfelt posts won over netizens, making her one of the most popular athletes in the 2018 Winter Olympics.

While we don’t suggest that your brand blog about everything under the sun, it is necessary to speak the language of consumers. Chloe Kim became everyone’s best friend almost overnight because she came across as a regular teenage girl to her peers despite being an accomplished athlete. Similarly, your brand should engage with your target audience in a way that feels authentic, relatable and honest. Speak the language of your consumers, and encourage two-way dialogue wherever possible.

Switch things up

Historically, figure skating costumes have been always been gendered. This year, Hungary’s Ivett Toth, France’s Maé-Bérénice Méité and Latvia’s Diana Nikitina were amongst the few women skaters who challenged status quo by ditching the usual skirts and dresses in favour of embellished bodysuits. Ivett Toth’s leather-and-AC/DC routine made her an instant internet sensation.

Similarly, the PR industry has undergone massive changes in the past century. Digital disruption and the emergence of a new generation that perpetually lives online presents a new set of challenges to brands. To keep things fresh and interesting, your business must come up with unexplored ways of reaching out to potential consumers. Amp up your communication game by daring to go where your competitors have not ventured before — and, your customers are bound to sit up and take notice of you.

When the spotlight is on you, shine

For two weeks, South Korea had the world’s undivided attention as top political leaders, elite athletes, tourists and journalists congregated in PyeongChang to experience the 2018 Winter Olympics. While South Korea has consistently engaged in a display of “soft power”, courting the international community with entertainment and technology, the last few years have been focused on their diplomatic squabbles with neighbour North Korea. The success of the Winter Olympics will not only bring long-term economic prosperity to South Korea, but will also give the country a chance to shift its narrative from disgruntled neighbour and producer of K-Pop to an influential player in the international community.

If your business is thrust into the limelight, even unexpectedly- do not shy away from the opportunity to take control of your narrative and create goodwill. Embrace the attention and use it as a springboard to propel your brand to the forefront of your consumers minds’.

Don’t talk unless you have your facts in place

Recovering from a massive “foot-in-the-mouth” moment is much harder in the age of technology and social media and is likely to set you back by a few millions in damage control. American Broadcasting Network NBC is still reeling from their coverage of the Winter Olympics, where a supposed “expert” on Asia made insensitive remarks about the Japanese occupation of Korea. After angry netizens swooped in, NBC was forced to fire the commentator, apologised to the organising committee and read their apology on-air.

The internet has the memory of an elephant and little mistakes can be blown out of proportion. A single gaffe could cost you heavily, which is why it is wiser to subject public statements to several rounds of editing before they are sent out. An embarrassing typo or a glaring factual error could end up as internet fodder, propelling your brand to infamy if you aren’t careful enough.

Want to speak more about your PR campaign or media training? Drop a note at hello@mutant.com.sg

How to eliminate jargon when addressing the media

Overheard while walking the halls of large technology company – “The new feature is built around ephemerality, and we are in-roading programmatic integration”

If that sentence made you slightly queasy, you are not alone. Technology rushes forward and language can sometimes barely keep up. To compensate, many of us resort to linguistic shorthand – acronyms, technical jargon, or even brand new invented words.

That’s all well and good when discussing internally – but eventually we need to shout about our products from the hills. And screaming – “IT’S AN INTEGRATED HOLISTIC PLATFORM THAT ENABLES THE AUTOMATION AND DIGITISATION OF INFORMATION THROUGH SELF-LEARNING ALGORITHMS!” – is not an inspiring war cry.

So here are a few tips when we need to talk about new things.

Articulate the value you’re giving to customers

My favourite quality in a spokesperson is passion and pure excitement about innovation. They are usually experts in their fields, and sometimes the brains behind breakthroughs. But sometimes, they get too excited about the process, they forget to talk about the results. In building a narrative, start with the customer. What problems are they facing or why would they like your product? Instead of talking about nuts and bolts of self-learning algorithms, talk about what that could mean in terms of cost-savings and efficiencies.

Use Analogies, but avoid cliches

One of the most elegant ways that Open Source coding was explained to me through this analogy.

“Imagine buying Car A – you can drive it, but no one is allowed to look under the hood. If anything goes wrong, you’d only be able to take it back to the manufacturer’s garage. The manufacturer’s mechanics would be the only people to work on the engine. That’s Closed Source coding. Now imagine buying Car B – you can drive it, and anyone can look under the hood this time. Any licensed mechanic would also be able to look at the engine – and in fact compare your engine to other newer engines and make modifications. That’s Open Source coding.”

While one could nit-pick the technicality of the analogy, this is still a good primer for a non-technical person to understand something new. With the consumerisation of technology and more IT decisions being made by non-IT professionals, the ability to convert technical concepts to plain speak is becoming more essential.

Graphics are worth a thousand words

While analogies are great, sometimes words hit a barrier when it comes to explaining things – especially for very abstract concepts. You could always try multiple analogies, or pouring more words in, but sometimes a much more effective solution is the deployment of visuals to clarify things.

I highly recommend this YouTube channel – Kurzgesagt – In a Nutshell. It’s a great example of how effective visuals can help explain difficult concepts, like Universal Incomes or the science behind GMO foods. And of course, statics graphics can work just as well.

Ultimately, the trick is to start with your customers. What do they know and understand? What touchpoint would they relate to? Once you meet them on their side of the bridge with something they understand, that’s when you can guide them along your narrative journey.

Need help with your PR strategy? Drop us a message at hello@mutant.com.sg

3 Tips to go from media shy to media savvy

The acronym ‘CEO’ will likely conjure images of fearless leaders in command of their businesses and their people, natural-born spokespeople inspiring those in the business as well as those looking on.

The reality, however, is that many CEOs may often be introverts shying away from external exposure and the prying eyes of the media. Apple’s CEO Tim Cook, for example, is not only one of the most powerful leaders in the world, but he’s also amongst the most publicity-shy ones.

Staying out of the spotlight, however, will likely do more harm than good. Research shows that an accessible CEO makes a brand more authentic.

Public relations professionals must do more than just convince their CEOs, they must support their leaders in a way that makes the process as painless as possible as well as ensure their CEO will be the custodian for the organisation’s image and reputation.

To help prepare any business leader, here are our top tips to guide the media-shy through the interview process:

Media Training is key

Critical for any CEO or spokesperson, media training is a programme aimed at creating a strong foundation of interviewing knowledge from structuring responses to question redirection. A good media training programme will allow for the media-shy CEO to get a feel of what it’s like to be in front of a reporter and face difficult unexpected questions in a controlled environment.

Media training is not a magic bullet, practice makes perfect, meaning that training sessions should be carried out on a frequent basis to keep the spokesperson’s confidence up. Further, carrying out frequent impromptu mock interviews covering the latest trending topics as well as difficult probing questions around the business can provide the crucial experience that a media shy CEO must be exposed to before sitting down with media.

Practice, practice, practice!

When the time comes for an interview, preparation is key. Naturally, a comprehensive briefing document covering the topics, questions, key messages, interviewer and media profile is a no-brainer. It is vital to sit down with the CEO prior to the interview to gauge their familiarity with the subject of the interview. Working hand-in-hand to craft a narrative and key messages with additional research would help spokespeople feel at ease.

Preparation for the media shy CEO should extend further, emulating the scenario by adopting the questions, duration and style of the interviewer to give the CEO a better idea of what to expect.

Don’t underestimate media relations

Often the most overlooked aspect, and one usually undertaken solely by the public relations professional, is for the business leader to play a first hand role in building relationships with the media.

Building relationships through no-agenda coffees, get-togethers and networking events will allow the CEO to get used to being around media, and most importantly, dispel the myth that journalists are ‘out to get you’. By building these relationships, when the time comes, the CEO will likely be able to sit down for an interview with someone familiar.

So there you have it, our top tips on how to prepare your media shy CEO to face the media world and not only be more comfortable, but also be in a position to represent the organisation in a way that will grow its reputation and standing in the business landscape.

Drop us a message at hello@mutant.com.sg to talk to us more about media training.

3 PR takeaways from the UK general election

Calling a snap general election ahead of Brexit negotiations caught almost everyone by surprise. With the expectation that Theresa May’s Conservative party would gain a larger majority to prevent any opposition to the Brexit deal, and the Tories being far ahead in any opinion poll, the odds were in her favour. At least they were meant to be. As the dust settles on the UK snap General Election, we can take a step back and consider the top PR takeaways from the crash and successes of the campaigns.

Avoid the U-turns

It goes without saying that May has suffered. One of the biggest PR disasters of her campaign has been the lack of and even loss of trust due to a number of U-turns she made. Here’s a look at all the back-pedalling that went down:

Let’s begin with the idea of calling of a snap election, after categorically stating that it would not happen: “There isn’t going to be one. It isn’t going to happen. There is not going to be a general election,”.
Then came ‘Dementia Tax’, the Conservative’s proposal for adult social care. The party first said that people with less than £100,000 in assets would have to pay for care, but four days later announced a cap on social care costs.

All this backtracking made the party appear weak and wobbly to the British public. Instead of jumping to decisions and then rescinding, much more respect is to be won by taking the time to consider the steps they were taking. Trust is one of the most important factors for your brand. As an intangible asset, it builds loyalty, meaningful relationships, and ultimately profitability. Of course, you can say your business is honest and credible, but consumers won’t buy it unless you walk the talk.

Brand personality – have one

It’s one thing to talk to 200 people, but May’s campaign visits were especially restricted, prompting many to accuse her of hiding. When you’re the face of a party, or a brand for that matter, you cannot become invisible. To relate to your target audience and really reach out to people who so desperately want to hear your voice, you must be front and center. Leaving the public to solely focus on policies and not influence or create interest is one of the biggest PR blunders you can make.

Jeremy Corbyn, on the other hand, engaged with his supporters through rallies, social media and Live TV debates. This gave him the opportunity to be more visual and active, but also showed that he cared — certainly when compared to an absentee leader. The difference between the two candidates can be seen in their social media followings. Statistics from We Are Social show that the Labour Party increased its following by 61% across Facebook, Twitter and Instagram in the six weeks after the election was called. The Conservatives’ following rose by just 6% in the same period.

No getting away from media training

We don’t know if her PR team shared questions prior to interview, but when asked about the ‘naughtiest thing’ she had ever done, May confessed to running through fields of wheat. Well, social media had a ‘field day’ and had –admittedly hilarious – fun with this interview leaving #wheatandwobbly trending on Twitter.

Media training can be highly effective in helping you develop the skills to get your message across succinctly and with impact. And when you are an effective spokesperson, the media will return to you for expert commentary. Sometimes journalists can ask questions that are difficult to answer or put you on the spot. Media training can prepare you for challenging questions and any unexpected twists or turns during the interview.

Want to speak more about your PR campaign or media training? Drop a note at hello@mutant.com.sg

Have you met yourself on camera?

Despite dozens of media training sessions we’ve conducted here at Mutant, I have yet to meet someone who absolutely loves the way they sound and look on camera. Even the most confident people struggle to prepare for TV interviews and shy away when they see and hear themselves.

“My voice sounds so high,” or “Why do I speak so fast?” are often the responses we get when playing back footage to clients.

Unfortunately, we’re our own harshest critics. Plus, seeing yourself from the outside, and hearing yourself on camera is daunting and something you’re not used to.

Here are some notes that might help you feel more comfortable with preparing for an interview, or even just getting used to seeing yourself on screen:

The camera sucks the life out of you

Have you ever noticed that when a TV host speaks on camera they talk extremely animatedly and enthusiastically? If someone spoke to you like that face-to-face in real life, you’d actually find it quite strange.

The camera sucks the emotion and the ‘life’ out of you. Meaning things that are ‘normal’ – like simply talking to someone – can come across as extremely dull and boring on camera. We’re so used to seeing very dynamic people and actions on screen that our brains have come to expect anything on TV to have 10 times more energy and spark.

To account for this, ensure your speaking volume is 10-15 percent louder than normal on camera, and that you are really bringing your most energetic self to an interview or presentation. It might feel like you’re overdoing it, but it looks great on screen.

Here’s an exercise: Think about where and when you are your most dynamic self and where your personality shines the most. Is it catching up with friends for drinks? Or is it when you speak at meetings at work? Bring that version of yourself to an interview.

Practice

Today, it’s easier than ever to do a few practice rounds for an upcoming interview or presentation by yourself. Set up your video camera or phone and practice speaking about yourself and your company. Yes, this feels really awkward, but it’s just because you’re not used to it.

Start with something as simple as answering, “tell me about your company”.

But instead of answering like a written response (i.e. “Well, we started in 2012 and we provide services in technology…”) try incorporating a story element into your answer:

“The story of how we started is quite interesting actually. We were four friends who worked together at a Fortune 500 company, but decided we needed to start something on our own…”

Write down a list of potential questions you might be asked in a TV interview and work out how you’d like to answer each one. Think of potential negative questions, which may be asked as well.

Playback time

Once you’ve answered a few questions on camera, play the footage back to yourself and analyse what you liked and what you didn’t. Was it the way you sounded? If so, try talking more clearly and lower your pitch a couple of notches. The camera also picks up our voices as slightly higher than they are, so keep that in mind.

What about the way you looked and presented yourself? Were you shuffling too much? Playing with your hair? Moving your hands in front of your face constantly? We all have our habits which can be exaggerated on camera, but at least you’re able to figure out what it is before you go for an interview.

Um, uh, like, you know…

When you’re thinking of what to say next, the best thing to do is to pause… just for a couple of seconds, so you can move on to the next sentence in a calm and easy way. Sadly that’s easier said than done.

What people end up usually doing is using their ‘tell’. This can come in the form of ‘um’, ‘ah’, ‘uh’, ‘like’, ‘you know’ and several other options. Time yourself for a minute and speak about any topic you like.

Now, play that back and see if there is a certain phrase or word you keep using that is totally unnecessary. Once you’ve worked out what it is, practice replacing that with a nice distinguished pause.

Some of the best interviews you’ll see on TV are with composed people who have very much practiced self-editing the ‘like’ or ‘ummm’ out of their sentences.

The more comfortable you become on camera, the more you can work on what really matters – your content and getting your key messages across to those watching you.

If you’d like to speak more about media training, feel free to get in touch with us at hello@mutant.com.sg.

What a legendary Hollywood talent agent can teach you about PR

We’re in the business of shining the spotlight on other businesses. So to do a little research, I watched a documentary on sixties Hollywood talent agent, Shep Gordon and learned a thing or two about what it takes to make other people famous.

It’s alright if you haven’t heard of him, that’s his job – to make other people famous.

In the documentary Supermensch: The Legend of Shep Gordon you see the talent manager’s chain of life events unravel, and along the way, I picked up tips on about how he successfully managed the world’s most famous personalities at the time. If iPhones existed in the sixties, Jimi Hendrix, Dalai Lama, Janis Joplin and Alice Cooper would be WhatsApping him on the regular.

Here are the qualities that separate a novice from a true PR professional:

Mr Nice Guy wins

Professionals who work in public relations have a clear swagger to them. They have the magical ability to smooth over gaffes as if they were all part of the act. But PR agents don’t need to be overly polished snobs like Samantha from Sex and the City. PR is one of the few jobs where being nice actually gets you everywhere.

Shep’s was the king of normcore style. He was low-key, if not a little Terry Richardson-esque (sorry) in the wardrobe department. But he was known for his amazingly warm demeanour and was super easy to get along with. This is what matters in PR. Keeping it real gives you an edge.

The sky’s the limit.

Shep had the most out-of-the-box ideas for PR stunts. He invented the concept of ‘celebrity chef’. He was the first to introduce top chefs to the entertainment industry – inviting them to appear on shows and act as ambassadors for cooking products. There are many avenues that go beyond traditional media to achieve brand awareness – he went against the tried and tested method and achieved one of the best strategies to reach out to the crowd.

Take risks – it’s okay in PR!

When getting truly creative, you always have to take a risk – it is a make or break situation that can get people talking. For Shep, any PR was good PR.

The American agent came up with a PR stunt in London, staging a breakdown of a huge truck in Piccadilly Circus, displaying a risqué photograph of a nearly naked Alice Cooper, his modesty preserved by a strategically placed snake. The streets went wild, it literally stopped traffic. Everyone wanted to know who Alice Cooper was.

Get social (offline)

You need to be a social person to be in PR. You need to be comfortable around people and have confidence. If you’re not a social butterfly, it’s time to practice.

Every chance you get, sign up for gallery openings, networking events, after parties. Being around new people makes you more aware of how to manage different personalities, and make new friends.

Be genuine

You’ve heard it so many times – but you hardly find sincerity and genuine people, especially in the PR industry. We get flak for always wanting something in return – a piece of coverage, or a pitch. Stop this stereotype and try meeting people without a motive – have a genuine interest in the other person and always make sure to ask them about themselves before blabbing about the client you want to promote.

In a Forbes article about him, Shep was quoted, “What’s really important for me is to do compassionate business.” We need some love and compassion – and it can start with PR. It is a tough job, but Shep reminds me about how amazing it can be when done right.

#PR4EVA

For help on making your business shine, get in touch with us at hello@mutant.com.sg

4 media training tips we can all learn from Ahmed Mohamed

In case you’ve been off the Twittersphere or living in isolation, you may have missed the story of Ahmed Mohamed – the bright, 14 year-old student in Texas who brought a home-made clock with him to school to impress his teachers, but ended up in handcuffs instead when she (wrongly) assumed it was a bomb.

The hash tag #IStandWithAhmed has since been shared and circulated hundreds of thousands of times, with support for Ahmed coming in from Barack Obama, Mark Zuckerberg, Hillary Clinton, Steve Wozniak (who had a similar incident in 1967) and a host of other incredibly supportive fans.

The story really resonated with me on a few levels. One, because he looks freakishly similar to my nephew Sam who is exactly the same age and is half Muslim. I would be horrified if Sam were to go to school with a brilliant invention, only to be considered a threat and subsequently arrested. Oh, did I mention – Ahmed was interrogated without his parents’ knowledge for one and a half hours?

But the other thing that stood out to me as a PR professional and media trainer is how eloquently and calmly Ahmed has conducted himself through this whole debacle and subsequent social and media frenzy.

There are a lot of public figures that could learn a lot from this young man.

Here is Ahmed’s very polished interview:

Here are media training lessons we can all learn from him:

1. Controversy can lead to good change

The most important takeaway is that Ahmed has managed to take a very upsetting incident and turn it into a voice for change and progress. He’s not sulking about it or voicing his opinions negatively. He acknowledges “since the charges have already been dropped, I would like to say that I really want to go to MIT and TAMS” and later adds, “but since I have gotten this far, I will try my best not just to help me, but to help every other kid in the entire world who has a problem like this”. He’s managed to bypass the unpleasantness to reveal hope for change and a desire to make that happen.

2. Keep it short and simple

Ahmed did not take a long-winded approach to explaining his story and ordeal. He stated facts, as they were, using no complicated language or jargon and immediately got to the point. He expressed that he was sad about the way he was treated but kept it to two clear and concise sentences. Which made them so much more powerful.

“I built the clock to impress my teacher, but when I showed it to her, she thought it was a threat to her. So it was really sad that she took a wrong impression of it and I got arrested for it later that day.”

3. Good interviews and speeches usually start on a lighter note before getting serious

Ahmed started his interview with a slight grin and a light tone. He introduced himself by saying, “So, I guess everyone knows I’m the person who built a clock and got in a lot of trouble for it”. What a great, succinct and fun way to sum up why he’s starting the speech.

4. Stand up for yourself and your values

Ahmed’s words here speak for themselves: “Don’t let people change who you are. Even if you get a consequence for it. I’d suggest you still show it to people because you need to show them your talent”

Ahmed’s confidence, tone, voice and presence are such a great lesson for everyone preparing for an interview to address a difficult issue. Thank you!

#IStandWithAhmed

#AhmedMohamed

Want to pick up a few more tips on how to better conduct yourself in front of media? Get in touch with us at hello@mutant.com.sg

5 lessons in public speaking (as illustrated by famous people)

It’s hard to talk in front of an audience. Your palms sweat, the lights can be too bright, and your brain can abandon you right when you need it the most.

Public speaking is an art form, whether you’re in a boardroom in front of three people or an auditorium in front of 3,000. The language, the tone, the pace, the structure – getting it right is no easy feat, and the best speakers in the world have had years of practice to iron out their mistakes.

If you’ve got to talk in front of people in your working life, the best thing you can do is to keep practicing. The second best thing you can do, is watch and learn from others.

I’ve chosen five (well, actually eight – I had to lump a few together) famous faces to help teach us all a few different aspects about speaking in front of a crowd.

1. Donald Trump: Command the attention of the room

Personally, I find nothing particularly great about Donald Trump. His politics, his ideas, his comments, and yes, his hair – none of it is very appealing. However, when he speaks, I find it hard to tune out.

Listen to him in the clip below. He is enthralling. Don’t pay attention to what he’s saying, but listen to how he is saying it. He delivers his message effortlessly, he commands the attention of the room and he says everything with such conviction. He orders everyone to listen to him when he talks – and that’s the sort of confidence gained via years of public speaking.

The next time you’re addressing a group, remember Trump’s confidence and attempt to exude the same vibe. YOU are on stage. YOU own it. Don’t let anyone tell you to shut up.

2. Chimamanda Ngozi Adichie: Be authentic and sincere

If you don’t know this Nigerian novelist, you should watch the below clip in full. Chances are you were introduced to her after Beyoncé sampled the below TED speech she gave in 2013 in her hit song Flawless, but you didn’t know it. Now you do. You’re welcome.

I have listened to many of Chimamanda’s speeches (she’s in quite high demand these days) mainly because I love her stance on feminism, gender construction and sexuality, but also because she is so easy to listen to. Her voice projects well, but her message projects more. Why? Because she genuinely cares about what she’s talking about. Her whole life has led to the point where she’s in demand globally to talk to others, and the sincerity of her being comes through, whether she’s addressing one person or one hundred.

You don’t need to have a story to be genuine on stage, but you do need to believe in what you’re discussing. Whether you’re talking about big or trivial issues, you will connect with your audience if you are authentic.

Tip: You might have notes prepared, but if something strikes you mid-speech, just say it. It sounds trite, but if it comes from the heart, your audience will pick up on it straight away. Sometimes that’s better than referring to your notes.

3. Steve Jobs: Tell a compelling story

The best way to get your audience’s attention is to engage them in a story. Everyone loves a story.

“Today, I want to tell you three stories from my life. That’s it – no big deal – just three stories.”

With that first sentence, Jobs sets the scene for everyone in the audience, and they eagerly wait to hear what nuggets of wisdom he’ll come out with. As it happens, his three stories are about why he dropped out of college and “connecting the dots in your future”, love and loss, and – sadly – death.

The stories are littered with anecdotes and honest assessments of his past and present – perfect for an audience of college graduates, really – and they weave together effortlessly. Getting your point across by telling a story is so much more effective than listing your points and just talking at people.

A story builds a narrative, humanises your message, and engages people in something that is ‘real’ – that they can relate to.

4. Lupita Nyong’o (and Roberto Benigni, Winston Churchill, and Martin Luther King Jr.): Choose your words carefully

When giving a speech – in any capacity – the speaker holds the power to change things. Sometimes big things, like people’s opinions and beliefs. When this is the case, it’s extremely important to be vigilant and careful in how you deliver your message.

Language is a beautiful thing, and a good speech can read like poetry. This speech by Lupita has its downfalls (mostly her sniffing, but I think that’s due to be overcoming with emotion, so I can’t really fault her for that), but in it, she says such a beautiful line that has always stuck with me:

“You can’t eat beauty. It doesn’t feed you. What is fundamentally beautiful is compassion for yourself and for those around you. That kind of beauty inflames the heart and enchants the soul.”

Too cheesy? I’m also quite partial to this speech from Italian actor Roberto Benigni when he won an Oscar for his leading role in Life is Beautiful (also my all-time favourite movie – if you haven’t seen it, watch it!)

The poetry in his speech isn’t in the language of his endearingly broken English, but in his body and mannerisms. He speaks with his whole body and his energy seeps out of him (he even makes Goldie Hawn cry). He is so grateful that he is loved by so many, and even though he sometimes struggles to find the words, you can tell he’s thought a lot about how he would accurately express his gratitude if he won.

And I can’t talk about poetry, emotion and the power of language without giving mention to both Martin Luther King Jr.’s “I have a dream” speech, and Winston Churchill’s “We shall fight on the beaches” speech – both of which, in two completely different ways, united people, reassured them and inspired them.

5. Matthew McConaughey: Structure is important

Oscar speeches are usually filled with too much emotion and excitement to be coherent – they babble through a list of people’s names and flub over their words. Which is why it was rather fantastic when Matthew McConaughey won for his role in Dallas Buyer’s Club and jumped up on stage to give what I think is one of the best Oscar speeches ever.

He leads in with the expected thank yous, but quickly goes on to tell a short story about his hero, which is both insightful and entertaining. He has planned what he was going to say – you can tell, because he almost doesn’t say a single “umm” – and has structured it in a way that will keep people’s attention, make them feel, and make them laugh.

Ending with the “alright, alright, alright” was a genius touch (anyone who has seen Dazed and Confused will get it) leaving his speech on the perfect note.

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