Category: Thoughts

Penn, Harvard, MIT, Antisemitism, and The Case For Media Training

Sometimes a one-word answer is all that it takes.  

Say, for example, you’re the president of an Ivy League School, and you’re asked if calling for the genocide of an entire population of people constitutes bullying or harassment.

A simple “yes” will suffice. (“Absolutely” would have been better.) It will keep you out of the headlines, prevent calls for your resignation, and not thrust your university into a firestorm that leads to emergency meetings and leadership shakeups. And what’s infinitely more important is that “yes” is the only moral and right answer. A proper response to calls for wiping Jews off the face of the planet is not dependent upon the context of those calls, as was argued before Congress. Why would three heads of America’s most prestigious educational institutions say anything but “yes”? It’s not like they weren’t ready for the question. They prepared for it.  

The now former board chairman of the University of Pennsylvania, Scott L. Bok, defended his now-former president, Elizabeth Magill — both almost immediately resigned— claiming that Magill was “over-prepared and over-lawyered”.  Exactly. As a thirty-year television news reporter-turned media trainer, I’ve put thousands of people on tv.  And I’m pretty well versed at hearing wince-worthy responses the second they’re spoken into a microphone. They’ll not only make the news every time, they’ll almost always lead the news.

Much of our media training curriculum is focused on preparing your message. And to former Chairman Bok’s point, a “lawyered-up” message usually doesn’t cut it. A lawyer’s job is to prevent lawsuits. What the public demands is authenticity. Yes, in fact, you can be an Ivy League school, encourage academic freedom and diversity of thought and still recognize that not every thought is worth protecting. Calls for genocide, for example. 

Damage control, cleanups, and clarifications went into overtime this weekend. But as the saying goes, you never get a second chance to make a good first impression. In today’s world, it’s imperative that you get it right the first time. This is what happens when you don’t.

“The Great Resignation” Offers Great Opportunity

The Great Resignation: How Video is saving organizations from losing long-term knowledge to retirement.

By: Kate Comella, Client Services Specialist | Focus Media Services

Current labor shortages are affecting every business, from small shops to Fortune 500 companies, in very significant ways. With demands for better wages and quality of life, we’re seeing the creation of a new social movement called “The Great Resignation”. People of all ages are quitting or retiring from their jobs to search for a better or safer lifestyle, and they’re doing so without much notice. Experienced leaders are weighing the pros and cons of returning to the workplace during a global pandemic and choosing en masse to opt for retirement. With the risk of losing their most valuable assets, how are businesses going to cope with such an extreme loss of knowledge and talent?

Baby boomers are getting older and edging ever closer to retirement. Add in a global pandemic where they’re now falling into the high-risk age group, and this is a recipe for disaster. According to Miguel Faria e Castro of the Economic Research Division of the Federal Reserve Bank of St. Louis, over three million baby boomers have been forced to retire since the beginning of the pandemic. Citing dangers to their health and rising asset values, there is more reason than ever for our largest generation to leave the workforce. 

We are now seeing a phenomenon that Forbes has named “Boomer Brain Drain”. The boomers, many of whom in leadership positions, are leaving the workforce and taking their knowledge with them. According to Dorothy Leonard of Harvard Business School, this information is called “tribal knowledge” and is defined as “the stuff in your head that’s never been written down, never been documented.” Without mentors, new employees are struggling to quickly transition into these new opportunities.  

On top of “Boomer Brain Drain”, employers are feeling the costs of recruiting and training new employees. According to PeopleKeep.com, it costs six to nine months of the positions’ salary to find and train a new employee, and it usually takes one to two years for them to reach peak productivity. And this doesn’t account for the lost productivity of corporate leaders who must abruptly shift their focus to the training (and re-training) of new employees. Considering the costs alone, it is in every employer’s best interest to safeguard and streamline their knowledge and recruitment practices.

So how can a business protect from ‘Boomer Brain Drain’? How can it capture this knowledge before it’s too late? Creating an archive of a companies’ knowledge is most easily achieved through one medium: 

Video.

Video has been used since its inception to capture moments in a way that had never been done before. It is digital, preserved, and easily transferrable. Video can be edited down into small achievable, digestible chunks and then used to train new employees over and over again. Plus, it offers a guarantee that all exployees are being trained in exactly the same manner. A three-hour interview, for example, can be divided into smaller segments (think chapters) to ensure employees get all the information they need and none of the information they don’t. Go further and compile all of your company’s knowledge into a searchable database that allows your employees to access their training on demand. There is no better way.

The pandemic has been hard enough on businesses without having to lose critical knowledge that cannot be easily, if ever, replaced.  Don’t be caught off-guard and lose the tribal knowledge of your best staff. Protect yourself and your business from Boomer Brain Drain by archiving your knowledge before it’s gone. 

For more more strategies on knowledge capture and knowledge management, connect with us at www.focusmediaservices.com.

Coronavirus: Communicating in a Crisis

We’re all nervous about the threat of coronavirus, but how your organization responds now will be remembered long after it’s gone. Your community is counting on you. Here’s what you can do.

10 Tips for Creating Quality Video Content

In 2020, when it comes to branding and marketing your organization, content is king. And the king of content is video. Here are 10 tips for creating quality video content.

1) Know Your Audience- Ask yourself “Who am I trying to reach?” Create your content and target your message to the end user. Speak to the needs, wants and challenges of your target audience.

2) Keep your Message Clear- The best videos are easy to understand. Easy to watch. Create scripts that are brief, compelling and focused on a message. Oh, and AVOID CORPORATE JARGON!

3) Keep It Short- A majority of people viewing video content for business tune out within the first 60 seconds. Edit your videos. And when you think you’re done, tighten them up some more.

4) Create a Content Calendar- Start a shared team calendar to actually schedule video and other content. This keeps you organized and on-track in your marketing efforts throughout the year. It also prevents your content from becoming stagnant or repetitive.

5) Brand Your Videos- Every video should start with a logo page or short animation and end with a “call to action” graphic including website, phone number or address. It’s also a good idea to include a small on-screen logo “bug” graphic in the corner of your video throughout its duration.

6) Build Content Levels- Your premier video is the one that should be prominently highlighted on the home page of your website. It paints a big picture of who you are and what you do. It should be professionally produced and the star of the show. Lesser videos can highlight smaller elements (departments, services, people) within your organization, and below that, lower tier videos can be short social media clips that are even shot on a smartphone as part of a regular schedule of content. (See #4 above.)

7) Look for Video Opportunities- It’s easier than ever thanks to the ubiquitous smartphone. If you’re attending a business conference, for example, pull out your phone and conduct interviews of relevant subjects (buy yourself a smartphone microphone like this one) or if your organization is receiving a reward, get video of it, and post it on social media. By the way, always hold your phone “landscape”-style (not up-and-down), so that the video fits fully on the computer monitor.  (Think about it: a computer monitor is “landscape”-style.)

8) Yes Guys, You DO Need Makeup- We’re not talking lipstick and mascara, but a little toner and powder to eliminate a shine on the forehead goes a long way.  (Guys: it’s okay to wash your face immediately after the shoot.)

9) Keep It Real- Video begs for authenticity. If you’re the expert on a subject, create a short selfie about that subject. You don’t need a production studio to “keep it real”. Check out our example, and while we did add some graphics to this video, that’s an extra you don’t necessarily need.

10) Have Fun- We know you’ve got a million other things to do and your on-camera performance probably won’t win an Oscar anytime soon. But creating video doesn’t have to be a chore.  Relax, smile, don’t overthink your message, and be real.

And if we can help, let us know.  Good luck!

Ron Jaworski Knew…

Prior to the start of the NFL season, while producing a series of videos for the Commonwealth of Pennsylvania, I boldly predicted that the Eagles and Steelers were headed to the Super Bowl. Eagles Hall of Famer Ron Jaworski had other ideas. This is why he’s a football analyst and I’m not.

Focus Media Services Web Series: Types of Video Content

Video is an absolute must for any organization’s strategic communications plan. Seventy-five million people in the U.S. watch video online every day, and video accounts for 80% of all internet traffic. What’s more: social media platforms like Facebook and Twitter use algorithms that heavily favor video, which means that videos appear on newsfeeds much more frequently than non-video content. 

But not all video is the same, and how you create content should depend on how you’ll use it. We’ve identified four types of video content that organizations need.  Feel free to download the graphic. Or, better yet, for a full explainer, watch this 7-minute video below. (A fine outfit we’d be if we pitched the importance of video without actually making one.)

Click here to download this image.

Running A Business Can Be A Circus. Maybe It’s Time To Go For The Juggler

Business ownership can be a circus. Three-ring, five-ring, hundred-ring, all vying for your attention at once. What’s the key to pleasing your clients, running your business, and still finding time to actually market it? Effective juggling. Sounds hard. Turns out, it doesn’t have to be. That’s the takeaway from a great new book I just finished, written by a colleague and friend. And I’m not recommending Think Like a Marketer: How A Shift In Mindset Can Change Everything For Your Business (paperback, Amazon.com) simply because author Kate Colbert mentioned Focus Media Services on page 101. What I love about her new book is that thinking like a marketer doesn’t require business owners to become marketing gurus or even dramatically shift what they’re likely already doing. Kate narrows down some key marketing techniques to five complementary principles worth memorizing. Without giving them all away, I’ll share my favorite: Do everything in service of maintaining a virtuous cycle of creating value for the customer while capturing value for you. In other words, having your customer’s best interests in mind is in your best interest. Customers, of course, love freebies. But give too many away, and you don’t stay in business. Never give anything away, and they may stop taking your calls. Think Like a Marketer teaches us balance, give us real-life examples in any industry, and even looks to the future. Is her advice easy to implement? Well, I just implemented it here in 264 words.

How to Dress for a Television Interview

One of the first questions our executive producers get from clients when preparing for a video shoot is, “What should I wear?”. As professional media trainers, well tell clients that what people wear isn’t as important as the verbal message they want to convey. However, understand that what you wear does convey a message. If your appearance or dress is distracting to the viewer, you may have just lost the only opportunity to make your message resonate. Appearance is critically important when you are representing yourself or your organization. Here are a few tips when dressing for a television appearance or interview:

For Women

1. Wear solids. Avoid patterns. Bright solid colors work best. Contrasting colors work especially well on camera (ex. red blouse under blue blazer). Black and white used to be big “no-nos” in television because your face would look washed out. But new camera technology is much more forgiving. Black and whites are acceptable, but wearing colors always gives the camera a little “pop”.  DO NOT wear busy patterns or animal prints. Sometimes prints will give off a distorted look on camera.
2. Avoid too much jewelry. Dangly, long earrings, bracelets or necklaces tend to move around with hand gestures. It could be distracting to viewers and also interfere with the microphone.
3. Makeup matters, but don’t get carried away. There is a myth in television that you need more makeup with high-definition TV. Not the case. You actually need less. High-def cameras can expose wrinkles and blemishes, but they also expose unnatural heavy makeup. Our advice is to invest in some high-definition makeup. These “made-for-TV” cosmetics are more sheer and designed to hide uneven skin texture or minor flaws.
4. Be aware of your body language. The best way to distract the viewer is to look uncomfortable. Avoid distracting movements like fidgeting, twirling your thumbs or twisting your ring. Sit back in your chair, cross one leg over another at the ankle and rest your arms on the desk or chair. Don’t nervously touch your face or hair. If you need a “prop”, bring a pen or object relating to your interview like a book to show the audience.  And right before the camera starts rolling, take a big breath, reach your chin to the sky, stretch your neck and lower your shoulders. This yoga like stretch can help you feel more relaxed and composed.

For Men

1. Dress your culture.  If you wear a suit and tie to work everyday, then chances are you should do the same for a television interview. If you are more comfortable in a polo shirt and slacks, then that’s how you should dress. Don’t feel the need to put on the company logo for the video unless that’s how you normally dress for work. Remember: you are representing your company.
2. Color matters.  Blue is a favorite color for TV interviews, because it always looks good on camera. Avoid bright reds and whites. Red bleeds out on a TV screen, and white glows under harsh studio lights. Black tends to absorb all surrounding color. Pick subdued colors. This will help the audience to focus more on what you say than on what you look like.
3. Avoid patterns. We recommend men wear a solid-colored shirt and suit for TV interviews. Navy blue and dark grey suits look best.  Shirts: light blue, pinks or other pastel colors look great.  Avoid small striped and herringbone suits. Same goes for ties. ESPECIALLY ties. Some TV cameras have trouble picking up busy patterns, making some ties look like a blurry mess on camera. Big, bold patterns or large striped ties come across well. And make sure your tie knot is straight before putting a microphone on.
4. Yes. You should wear makeup. So many guys roll their eyes when we tell them they have to wear makeup. This also applies to your wardrobe and grooming. If something is distracting- like sweat rolling down your cheek- it will take the viewers’ attention away from your message. Plus, you’ll look better. If your video production crew does not have a makeup kit on hand, here’s some simple advice: go to your local mall makeup counter. (MAC is one of the best brands for HD make up)  Ask for a double powder foundation and blot powder for your face. Use the foundation all over your face to start, and then use the blot powder as needed through the day, especially on high hair lines. We know you’re rolling your eyes again, but we want you to look your best!  Good luck, and go get ’em!

Lights, Camera, Action! Four Tips to Surviving Your “Hollywood” Debut

Nearly three-quarters of all internet traffic is video content, according to HubSpot. That’s a lot of people seeking the limelight. But… what if you’re not one of them? What if you’re not ready to kick off your Hollywood acting debut anytime soon? What if every bone in your body says no way!? Should video be avoided? You already know our answer to that question.

Here’s our simple “Hollywood” survival guide:

1. First and foremost, you’re not acting. You’re (hopefully!) speaking on a topic you’re passionate about. And forget rehearsed lines! Unless you ARE a Hollywood actor, looking truly natural in an unnatural environment (a set or sound stage) takes years of practice for most people. The secret to making a genuine video that will engage people is to be genuine. How? A good production team will guide you, but it’s not a secret. You won’t pull off genuine by spewing memorized lines. Instead, insist on an interview-style video, where someone is asking you questions about a subject you know well: you! Your answers will be natural. Problem solved.

2. Be prepared. No, you shouldn’t be memorizing lines. But you must know your subject. Know your bullet points and the questions that will come at you. Unless it’s “60 Minutes”, there shouldn’t be any surprises. And because it’s not live tv, re-do’s are allowed. Even the pros get them!

3. Look good, feel good. You will obviously dress the part. You’ll probably want to avoid the business suit if your video shoot is on a farm. But that doesn’t mean you can’t look good. Wear clothing that fits, is comfortable, and makes you feel good. Spend some time (or hire a pro) on hair and makeup. Yes, even if you’re a guy and the wardrobe calls for overalls.

4. Finally, breathe! Sounds simple, but as an on-air anchor and reporter for 30 years, there are times when things got stressful on live tv and a short breathing technique has saved the day. Under any stressful situation, concentrate for 30 seconds on your breathing: long, slow breaths, four seconds in, four seconds out.

The shoot will be over in no time, and you’ll be back resting comfortably in your dressing room.

Nothing Beats a Handshake

When you own a business— large or small—  the days are never long enough. Time management is always critical. Whether your business is paper shredding, pest control, phone sales or equipment repair, growth doesn’t just happen because you’re the best in the biz. Sure, you possess an in-demand product or aspecialized skill, but, as they say in the forest, a falling tree doesn’t make noise if nobody hears it.

Getting on the radar of potential customers isn’t always easy considering they have their own time-management issues. Such was the complaint vendors across the Mid-Atlantic states had in trying to connect face-to-face with the decision-makers who buy goods and services for the Commonwealth of Pennsylvania.

Thus, the Pennsylvania Procurement Expo & Forum was born: a two-day, meet-and-greet, handshaking, “here’s-what-I-can-do-for-you” vendor-meet-buyer event in Harrisburg. Hundreds of vendors— from family-owned businesses to billion dollar companies— shook hands with prospective purchasers, the end-users across state and local governments, school districts, public authorities and non-profit agencies. Among them: paper shredders, pest controllers, phone sellers and equipment repairers. Some things never change; there’s still no substitute for face-to-face networking.

Focus Media Services was asked to produce the promotional video for the event; a compelling story that will drive vendors and purchasers to next year’s expo.

Okay, the moment is up.  An engaging video message will do that. It truly is the next best thing to a handshake.

8 Ways to Leverage “Facebook Live” for Business

“Facebook Live” can be a really valuable tool for businesses of all sizes. And the best part is that it’s free. A live broadcast can help showcase a brand experience that pictures and words may not be able to do.  Whether it’s broadcasting a community volunteer event, going “behind the scenes” with customer service, or live streaming a new product launch, a live broadcast could add tremendous and authentic brand value and boost your library of custom digital content.

Here are 8 ways to use “Facebook Live” for Business

1. Prepare

Preparation is key. Have a plan for your broadcast and try not to make it a “sales pitch”. Offer something of value to your followers. You want to appear authentic and give viewers a chance to engage. Prepare a list of talking points or discussion ideas. Respond to as many comments as you can to keep the conversation moving along.

2. Cross promote your social media channels

Schedule regular posts to inform followers when to tune-in. Create custom images, video clips or graphics on LinkedIn, Snapchat and Twitter to cross promote your broadcast. You’d be surprised how many new followers you may get.

3. Schedule a “Go Live” notification

The “Go Live” notification is a great way of to ensure your audience knows when to tune in. Go to video settings to find this. Once you’ve done this, your followers can subscribe to your channel and will receive a push notification when your broadcast starts.

4. Broadcast Live

Make your broadcast visually appealing. Poor office lighting, poor sound quality, bad angles, and awful backgrounds can absolutely kill a broadcast.  The good news is it doesn’t take much to rig a “pop up” office studio.  You’ll need a smartphone, small smartphone tripod, 2 desk lights and an external microphone. (iPhone mic/headphone is acceptable.)

Here are a couple tips:

• Make sure the lights are near the camera pointing at your face. Lights in the background are NOT good. Most of the light in the room should come from the front. (You will look a lot better.)
• Create a background with logos or signs that appear behind subjects while talking so the branding message is seen through the video.
• Turn down all other TV/radio/noise in the room.
• Don’t move the camera around a lot.

5. Repeat your message often

Make sure you are repeating the topic or message of the broadcast regularly.  A great rule we’ve always had in TV News is: Tell me what you are about to say. Say It. And tell me what you just said. If viewers are tuning in halfway through your broadcast, give them a reason to stay. Just a few words to reinforce your topic.  Always start your broadcast at least 2 minute in to give people time to tune in to your broadcast. Give them a short intro while the audience begins to build.

6. Engage

Depending on the size of your audience and the amount of feedback, you should have a social media administrator dedicated to instant feedback during your broadcast.  “Facebook Live” is a fast-paced event where responses and comments could be missed. You also want to make sure you’re not missing any sales opportunities within your comment stream.

7. Repost Your Broadcast

When recording a “Facebook Live” event, make sure you save it on your page for followers who could not join you live. It may be a good idea to repurpose the content for other social media platforms.  We tell clients to “save all recorded content”. You never know when you could use it down the road.

8. Track Viewers

Facebook enables page owners to analyze information about their broadcast. The “video metrics” page provides information like video views, unique viewers, the average duration of the video view and audience retention. These metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook.

Great Themes Start Here

We put on our thinking caps and came up with “Start Here”.  As in:

Legends. Start Here.

Memories. Start Here.

Dreams. Start Here.

Homeruns. Start Here.

No Hitters. Start Here.

The list goes on. We’re thrilled to say the Red Sox picked it up.  You’ll see it on billboards, promotional items and tv commercials all season long in Boston!