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The Media are constantly looking for interesting and engaging stories for their audiences that they can either write about or discuss on TV, radio, pod, or webcast via interview. When you make yourself available for commentary, you are positioning yourself and your business as an industry expert.


Media training can be highly effective in assisting you develop the presentation, performance, and communication skills you need to get your message across succinctly and with impact. And when you are an effective spokesperson, the media will return to you again and again for expert commentary on your area of expertise.


Here are our five compelling reasons to consider media or on-camera training:


1. Learn to boost your public speaking confidence


Media training can teach you how to use your words, tone, and body language to deliver your message in a powerful way. When you are speaking on TV, video, LIVES or Zoom, the audience (your ideal prospects) are not only listening to you; they are also looking at your body language and facial expressions.


One of the biggest benefits of media training is you can develop your confidence in speaking with the media. Interviews, like live radio or television, can be very daunting and terrifying for many people. However, when you develop your interview skills you will find speaking in the media is one of the most powerful forms of marketing and PR for your business.


2. Learn to clearly and concisely define your key messages


Defining your key messages is essential so you know exactly what you want to convey when you are being interviewed by the media or for a pod or webcast. Your key messages should be original, short, focused on your audience, focused on the benefits of your product or service and use language that suits your audience.


3. Be prepared for difficult questions


Sometimes journalists can ask you questions that are difficult to answer or put you on the spot. Media training can prepare you for challenging questions, so you are prepared for any unexpected twists or turns in the interview. By preparing yourself for difficult questions you can feel more confident as you step into the interview.


4. Learn to take control of the interview


You are in control of the interview, even though the journalist or host is the one asking questions. With media training you can learn how to maintain your composure throughout the interview and create the outcome you want.


When you are clear about your answers, you can steer the interview in the direction you want. This is a subtle and important skill that can be learned through media training and practice.


5. Learn how not to be taken out of context


If you go into the interview without having clarity around your key messages or feeling unprepared for difficult questions, the likelihood of being misquoted will be much higher. Media training can help you avoid the possibility of being misquoted through learning the specific skills of clear, concise, and effective communication.


Need some help getting ready for your next media, pod or webcast interview? I can help! Please visit www.janetteburke.com to learn more and book your complimentary On-Camera Assessment, valued at $125!

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Whether Traditional Network or Internet, appearing as a guest on TV is a great way to get your brand and business noticed and should be part of your marketing.


We all know that the Internet and the emergence of new technologies have revolutionized the media industry. In fact, most people prefer to stream information, news, and entertainment today. Television networks were the leading entertainment channel with almost 90% of people across the world using this platform. But this is no longer the case. Just ask Netflix’s 150 million paid subscribers (source CNN), Amazon Prime or Hulu.


Each offers consumers more affordable and flexible ways of watching any channel they want, with specific options that meet all their needs. They also provide original programming that has been nominated for Golden Globe Awards - all resulting in a vast drop in the viewership of the traditional Television network. And it doesn’t end there.


YouTube, Facebook, and Instagram have also added “WATCH” options and gained billions of eyeballs. Shows like Jada Pinkett Smith’s “The Red Table” only air on Facebook. So, while initially called a ‘crazy rebel’, I guess I’m in good company by also choosing to only broadcast “Janette’s TV” across various Social Media channels.


Many business owners are not aware of the power of the media and how appearing on TV Shows, web and podcasts like mine can catapult their company to a higher level.


Aside from the number of viewers, with the right training to make the most of your appearance, a TV, pod or webcast interview can help give you and your business great exposure in front of your target audience and also help you to visually connect with your audience. Since your audience is able to see you, on or offline television can help you build trust and let people feel like they know you.


Take Monica for example. She did an interview on a local talk show after her first book was published. That interview led to her being featured on more well-known shows with a bigger audience and larger following. Soon after that she was invited to speak at conferences and asked to present at seminars. Then she created her own Web TV series.


The ongoing visibility, exposure and reach she received from being viewed by over 5 million households, skyrocketed her credibility.


TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time.


It reaches viewers when they are the most attentive.


It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant validity.


It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers.


If you want to make a huge impact, now’s the time to request my On-Camera Rescue assistance and get on my filming docket.


In the meantime, feel free to visit www.janetteburke.com and sign-up to receive my complimentary giveaway - Janette’s Guide to Filming Professional Videos At Home. It comes with a complimentary 30-minute Video Assessment Call with me that can easily be set-up with my online CALENDAR. Or if you prefer, drop me a line, janette@janetteburke.com.

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One of the biggest buzzwords in marketing these days is Storytelling. Storytelling has been a part of the advertising world for a long time, and of course storytelling has always been a fundamental form of human communication.

As humans we’re hardwired to listen to stories. Stories are a universal currency for finding common ground, sharing ideas, and learning new things.

When training my clients to be on-camera for media, pod or webcast interviews or delivering a speech virtually or in-front of a live audience with a solo, panel or TEDtalk on-stage, I work with them on storytelling – teaching them how to integrate key elements of their personal or client case studies into their marketing message, as opposed to jumping straight to the features and the benefits of their products, services, and offers.

By bringing in storytelling, we are fundamentally changing the focus from the business to how the business impacts. It starts with understanding the audience. Look at your target audience. What challenges are they trying to overcome? What goals are they trying to achieve? The objective – to make your audience the hero of the story. Then the product comes in to help them move through the story.

So, what form should a story take? There are a lot of ways to tell a good story.

Here are three great approaches to consider:

1. The Pyramid Principle

In Barbara Minto’s The Pyramid Principle (also called the Case Study), stories use the Situation, Complication, Question, and Answer structure. The Situation is the opener to the story. You use it to set the stage with something relevant to the audience that will entice them to continue, for example, “Like all marketers in a world flooded with information, Marsha needed a way to break through and reach her audience with her product messaging.” The Complication introduces a problem or obstacle that gets in the way of achieving the goal. This creates tension in the story: “However, Marsha’s email campaign hasn’t been successful. Even though she is including the latest product information that should be interesting to her audience, the response rate to her campaign has been lower than expected.” The Question arises logically from the Complication: “Why isn’t it working? What can Marsha do differently?” Then the Answer is the solution—the main point of what you’re conveying in the story: “Now Marsha’s campaign is exceeding her goals. Using the power of story in her marketing communications, she is able to connect with her audience in a world with a limited attention span.” This approach works well by choosing a situation and a main character your target audience can relate to, and then showing them how to overcome the challenge. “How” they solved the problem is with the help of your product.

2. The Hero’s Journey

The hero’s journey is a story construct developed by mythologist Joseph Campbell that has been influential in movies and literature, and perhaps most famously used by George Lucas in the Star Wars movies. The hero’s journey includes 17 stages, but in general it can be broken down into three components. It includes multiple templates and character archetypes, but they all involve a hero who goes on an adventure and must go through a transformation to overcome obstacles and ultimately succeed in his or her mission. This fundamental story structure, objective, challenge, transformation, and successful outcome, is a common template and is used frequently in marketing and advertising because even though it can be predictable, it is a really effective way to tell a story. I show my clients how to use this method when telling their personal story and the highs and lows they got them to where they are. You see, success is always the end result. However, most of us really want to know the juicy details of how you got

there.

3. The Anecdote

The Anecdote and the Moment of Reflection. In another approach, Ira Glass, the story guru behind NPR’s This American Life, says storytelling in broadcasting includes two basic building blocks. First there is the anecdote, which simply means telling a story in the form of a sequence of actions from someone’s perspective: “This happened, which led to this happening, which led to this next thing…” According to Glass, just using this basic narrative form of a story naturally creates a kind of suspense. You can feel that the story is taking you somewhere. Along the way, you want to be constantly raising questions and answering them to continue the sense of suspense and engagement.

The second building block of the story is what Glass calls “the moment of reflection,” which is where you explain to the audience the meaning behind the story, saying essentially, “Here’s the point. This is the interesting takeaway from this story.” These components, the anecdote and the moment of reflection, can be interspersed throughout the story. Essential to this approach is to take the story somewhere interesting and unexpected to the audience.

Whatever storytelling structure you utilize, putting your audience in the center of stories makes for impactful and effective marketing. Storytelling can not only be entertaining, but stories provide a great way to educate someone on a new complex subject. By showing them new concepts in the context of a story, you can convey large amounts of information and make complex concepts accessible, understandable, and relatable to the audience. More and more, as we are all bombarded with endless sources of information, the role of marketing increasingly includes an educational component. With good stories, we can quickly help people understand what an offering does for them and how it can change their lives for the better.

Need more help telling your story? I’d love to work with you! Please visit www.janetteburke.com to learn more about what I do and how I can help you. And please book some time with me.

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