Media training tip #218 is all about examples

Hootville Communications media trains hundreds of media spokespeople, public speakers and people who need to sell for a living.

We are yet to meet one person who cannot be improved by heeding this simple advice. Are you ready?

Provide examples. 

That’s it.

About 60% of media and public spokespeople offer no examples. Of the remaining 40%, half provide lame examples and the other half deliver their example too late.

Examples demonstrate your authority and authenticity. They add colour and movement and are harder to argue against than your generic comments. Not all examples are created equal. To be effective your example must be:

• understandable to the audience but not too obvious;

• relevant to the audience – mention geographies, companies, products or politicians;

• specific – talk about the rise in academic performance in one school;

• authentic – from your own experience;

• sympathetic;

• well rehearsed.

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