| Retiring British Prime Minister, Tony Blair, has blasted | | | | overwhelms. People don't speak about it because, in |
| the media on the eve of his retirement. Pulling no | | | | the main, they are afraid to."Now, this fear is palpable |
| punches he said the fierce competition for stories | | | | but it can be controlled. As Mr Blair said, it is rare today |
| meant the modern media now hunted in a pack. "In | | | | to find balance in the media but it's up to you to try and |
| these modes, it is like a feral beast, just tearing people | | | | ensure such balance. When Henry Kissinger was U.S. |
| and reputation to bits, but no one dares miss out", he | | | | Secretary of State long before Tony Blair became |
| said. And I agree with him.I've been media training for | | | | British P.M. he used to stride into media conferences |
| 20 years now and have seen the terror on the faces | | | | and announce:"Has anyone here got any questions to |
| of so many executives, and that's just in a training | | | | go with my answers?" That's the mindset you need |
| environment. I've also heard their horrifying stories of | | | | when dealing with the media. Facing a journalist's tough |
| either them being bitten by the media personally or the | | | | questioning can be very daunting but if you prepare |
| fear they felt when a colleague came off second best | | | | your material, have two or three main points to fall |
| with the fourth estate.In that time I've worked out what | | | | back on and remember your audience at all times, you |
| causes this terror. Firstly, it's fear of saying the wrong | | | | will give a better interview and, dare I say it, one that |
| thing and that having an impact on their career (what I | | | | has more balance than if you let the reporter |
| call, in media training, a career altering moment!) | | | | concentrate purely on their negative line.Tony Blair said |
| Secondly, it's fear of derision by their peer group and a | | | | the media is "increasingly and to a dangerous degree |
| loss of standing in that group. Thirdly, it's fear of being | | | | driven by impact. It is this devotion to impact that is |
| laughed at by family members. Notice that the word | | | | unravelling standards, driving them down, making the |
| fear pops up a lot in this paragraph. If we go back for | | | | diversity of the media not the strength it should be but |
| a minute to Tony Blair's speech to Reuters in London | | | | an impulsion towards sensation above all else." It's up |
| on June 13th 2007, he too spoke of fear. "I am going to | | | | to the interviewee to make sure the journalist doesn't |
| say something few people in public life will say but | | | | get away with just impact but has a story with some |
| most know is absolutely true. A vast aspect of our | | | | balance in it. Like everything in life, this will become |
| jobs today is coping with the media - its sheer scale, | | | | easier with practice. Media training is an obvious help. |
| weight and constant hyperactivity. At points, it literally | | | | |