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Media Relations

Kill Big Bird, Buy a Raptor

June 14, 2006 | By | One Comment

There’s a war on. It’s been in all the papers. And we all have to pay for it. Sacrifice somewhere.

But not the liberals at National People’s Public Radio. They demand continued tax payer funding…for Big Bird.

When should entertainment have claim on the public purse?

Congress wants to reduce the NPR and PBS budget by $115 million. This is not as aggressive as the planned cuts hoped for last year that would have taken the welfare payment from $200,000,000 to a mere $100 million. Our friends on the left are Outraged! Outraged!


Cartoon credit: Blue Girl’s “better half

Our lefty friends (no friends of the free market) have different takes. Over at Blue Girl in a Red State there seems to be some confusion between work and charity.

feminist majority150.gif

For years now the Feminist Minority has feared for a free press:

Take Action for Independent Media

The U.S. House of Representatives is …considering …an appropriations bill which will make drastic cuts in the budgets of the Public Broadcasting System (PBS) and National Public Radio (NPR) …

In their ongoing efforts to control the media, the right wing is using the Congressional appropriations process to decimate public radio and television. We could lose this critical independent voice and quality programming.

Take action today! Click here to urge your Representative to stand up for the independent media free from partisan and ideological control by voting for full funding for PBS and NPR.


Charmaine, The Dreamer and

Your Business BloggerBig Bird can fly on its own. When The Dreamer was 18 months old we comforted her on camera when interviewed — by a stuffed animal we had paid for with real money. Plus tax. (Or more likely, a grandmother paid for with real money. . .) The Yellow Bird to the rescue!

A cool 100 million dollars. We could get one very nice, brand new F-22 Raptor. And the world would be a better place.


Peggy Noonan says, news flash: PBS is liberal. . . and that Democrats may even admit as much. . . (though, obviously, not the Fem Minority who seems to think PBS/NPR is an “independent critical voice”).

Our leftist friends at The Washington Monthly are upset.

A civil hat tip to the liberal GrubbyKid.

See Mudville Gazette with the unsubsidized Open Post.

Right Wing Sparkle has more at PBS Funding: Is It Worth It?

Trey Jackson sick of taxes for Lefty Liberal Bile Hat tip to Trey for pointing us to Atlas Shrugs…

Atlas Shrugs can lift and move any debate especially on PBS

Center for Military Readiness Names New Vice President

June 10, 2006 | By | One Comment

As George Bush started to run for president, the story is told about Dick Cheney and his work to help find a Vice President. Numerous talented candidates were evaluated. But none were quite as good as…Dick Cheney.

(Cheney did this before. Dick Cheney says that he set up an exploratory committee for Lynn as she was looking for a husband.)

So I followed the Vice President’s example when Elaine Donnelly asked about hiring staff to help her at the Center for Military Readiness.

I volunteered to set up an exploratory committee and helped evaluate candidates. There were many outstanding contenders. Not-so-Secretly, I wanted the job.

And you can’t beat the Cheney model.


Jack Yoest Appointed Vice President

of the Center for Military Readiness


June 6, 2006

Contact: Elaine Donnelly (734/464-9430 ) or Jack Yoest (202/215-2434);


Elaine Donnelly, President of the Center for Military Readiness, is pleased to announce the appointment of John “Jack” Wesley Yoest, Jr., as Vice President of CMR.

Mr. Yoest will represent the Center for Military Readiness in the nation’s capital, and will work with Pentagon policy makers, legislators, and the media on wartime military personnel policies of concern to CMR. He will also be involved in research and production of CMR Policy Analysis reports and publications, and will manage initiatives in development, marketing, and new media on the Internet.

Donnelly predicted that the expertise and vision that Yoest brings to the new position will heighten the organization’s presence and influence in Washington D.C., and further extend the organization’s reach into the ranks of active duty men and women worldwide. “Jack’s abilities as a writer, successful entrepreneur and business consultant, plus his military background, will help CMR to increase awareness of policy decisions that affect discipline, morale and readiness, especially in time of war.”

Mr. Yoest has started successful manufacturing and software businesses, advised non-profit CEOs on fundraising and strategic direction, and has consulted with domestic and international companies in the fields of high technology, biotechnology and medical devices. He served as an Assistant Secretary for Health and Human Resources during the administration of Virginia Governor James Gilmore. He was Chief of Technology during the Secretariat’s Year 2000 (Y2K) conversion, and was a key advisor on the state’s website development and policy construction for electronic commerce (e-business).

Mr. Yoest earned an MBA from George Mason University and completed graduate work in the International Operations Management Program at Oxford University. A former Captain in the U. S. Army and son of a 30-year Navy submariner, Yoest served in combat arms and on the U.S. Armor and Engineer Board, which directed research and conducted testing with night vision and electro-optics.

His articles on business, military, and social/cultural subjects have been published in National Review Online, The Women’s Quarterly, and Small Business Trends, and syndicated by the Scripps-Howard News Service. Yoest resides in the Washington D.C. area with his five children and wife Charmaine, who is Vice President for Communications at the Family Research Council.

The Center for Military Readiness is an independent, non-partisan public policy organization, founded in 1993, which specializes in military personnel issues.

Center for Military Readiness P.O. Box 51600 Livonia, Michigan 48151

Phone: (734) 464-9430



The press release was picked up by The Washington Times.


Mudville has Open Post.

03 Jun



The Camera Loves You, Baby! Here's Rule One

June 3, 2006 | By | 3 Comments

All the world’s a stage, And all the men and women merely players:…And one man in his time plays many parts, said Shakespeare.

Leaders, like the Alert Readers of this humble blog, have a part to play. Lines to read, marks to hit. Here’s your first lesson.


Naomi Judd, Bill Maher, Charmaine Simon Cowell, the acerbic judge on American Idol, knows how to pick talent.

When Simon evaluates the likeability of a performer, he looks not at the action on the stage. He looks at a feed on a monitor at his elbow. To see what the singer looks like on a flat screen. Two dimensional. To see what the camera angle captures.


Randy Jackson, Simon Cowell, Paula Abdul

The first rule in camera love:

Show Your Left Face.

The left side of the human face has the subliminal effect of being more likeable, more approachable.

See Naomi Judd with Bill Maher, above. Bill, as you notice, looks directly to the camera. Maher doesn’t have a good side. (Charmaine was pulled into the frame, the shutter snapped as she searched for the camera. Hazards of a fast moving show-bizie bash.)

Even Naomi’s drunk daughter, Wyonna, posed properly for her police mug shot.


Wyonna Judge

Facing Right

Showing Left

When facing the camera, look to the right and show your left side. It will be your best.


Looking Right:

Portrait of a Lady with an Ostrich-Feather Fan,


c. 1660; Oil on canvas, National Gallery of Art, Washington, DC


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Thank you (foot)notes:

More on the Shakespeare quote at the jump. As You Like It.

And, more recently blogger Pamela Slim.

Mudville Gazette has Open Post.

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25 May



Abramoff's Hat; Condi's Boots; Charmaine's Red Dress

May 25, 2006 | By | 2 Comments

A re-post originally written by Jack.

Some 85% of communication is non-verbal. (Dr. Dad says it can be 100% if your wife is mad at you.)

Alert Reader, Steve Rucinski, comments that,

The … lesson I learned early in my business career… is ‘business composure.’ People respect that composure even when circumstances are hectic. My belief is composure is not stilted, never out of control; passion yes, anger no.

As Steve reminds us, composure and image is every leader’s business.

The recent pictures and images of Jack Abramoff, Condoleezza Rice, and even the wife of Your Business Blogger, demonstrate that how you look communicates who you are.

How shallow. How petty.

How true.


Jack AbramoffThe Jack Abramoff scandal is a complicated web of political financing. Neatly topped off with natty headgear. When the press summarizes the story, the picture shortcut is a black hat on Jack. Bad.

Volokh says:

Unfortunately, the one image the public holds of Abramoff is the infamous photo of him leaving the federal courthouse–a shifty-eyed crook clad in trench coat and black hat, bridging the sartorial divide between Al Capone and Boss Tweed.

This will ruin men’s head wear for years. I’ve stopped wearing my hat.

And Charmaine bought boots.


Rice’s black high-heel boots:

As a fashion statement,

absolutely powerful.

Photo Credit:

Michael Probst — APCondoleezza Rice is our brilliant, effective Secretary of State. Who looks the part and more. Robin Givhan at The Washington Post writes:

Rice’s appearance at Wiesbaden — a military base with all of its attendant images of machismo, strength and power — was striking because she walked out draped in a banner of authority, power and toughness. She was not hiding behind matronliness, androgyny or the stereotype of the steel magnolia. Rice brought her full self to the world stage — and that included her sexuality. It was not overt or inappropriate. If it was distracting, it is only because it is so rare.

Condi, about the best Secretary of State we could have during the current asymmetrical war, –with Islam, not image– is noted for her footwear. Boots (not) made for walking. Sales of high heeled boots must be spiking.

Condi has the boots; Charmaine has the “Republican-red dress.” (Which is not as nice as Pat Nixon’s Republican cloth coat.)

Last year, in an article on Katie Couric, Vogue magazine covered the Charmaine, Reasoned Audacity v. Naomi Wolf image duel from a November “04 Today Show appearance.


Does Vogue talk anything about competence? A female conservative Ph.D. with five kids? Nooooo. Vogue is only interested in looks and appearances. Much like the rest of the world — only a bit more honest about it all. Vogue writes Charmaine was dressed in a “sharp” red suit, while Naomi looked, well, “luscious” in pink… Vogue thinks Naomi was using pink to send a message — Pink now means: my candidate just lost . . .but don’t move to Canada, the sun will rise tomorrow?

Dr. Mom, aka Janice Crouse, teaches that,

“People will believe the non-verbal, if there is a conflict between what you say and how you look.”

Your Business Composure is your Business Presentation.

Image counts.


Thank you (foot)notes:

Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Janice Crouse, Ph.D. was a speechwriter for President Bush, 41, and former debate coach at Ball State University.

Steve Rucinski blogs at Small Business CEO and Small Business Trends Radio.

Tom McMahon says image is important, even when kidney stones are attacking and why liberals hate Rush Limbaugh; hint: Big Fat Idiot.

Mudville Gazette has Open Post.

Karl Rove at the Salem Communcations Annual Meeting in Washington, DC

May 6, 2006 | By | No Comments


Hugh Hewilt, 3-Time Emmy Award Winner;

Charmaine Yoest

photo credit: Jack Yoest Yesterday was Cinco de Mayo. The fifth of May is our wedding anniversary. Chuck deFeo, Director of Online Strategy for Town Hall, Beyond the, with the Salem Web Network, asked us to join him with 300 of our closest friends in Your Nation’s Capital. Karl Rove would say a few words.

Which is odd since he didn’t know it was our anniversary. And no one mentioned it. The dinner was off the record, but I think I can report that Karl Rove was silent about Your Business Blogger and the Little Woman.

Other than forgetting our anniversay, Rove was quite engaging.


Charmaine, Mark Steyn making a point,

Michael Medved backgroundThere was a panel with Dennis Prager, Mark Steyn, Bill Bennett.

In the audience, asking questions, was Hugh Hewitt, James Dobson, Frank Gaffney, Mike Gallagher.

We picked up a copy of Hewitt’s new book, Paint the Map Red. The Entertainment Industry has the best SWAG.

Janet Parshall; Elaine Bennett of Best Friends; Michael Medved. Some of the brightest stars and thinkers in the business.

Ken Blackwell, the next president Governor, of Ohio spoke.

There were some very, very smart people in that room. I wasn’t one of them. I felt like a, well, journalist.

David Aikman moderated the panel. He spent two decades with Time magazine. He’s the former Beijing bureau chief. He is such an unTimely kind of guy. (David and Dennis Prager greeted each other speaking fluent Russian.) Anyway, he wrote Jesus in Beijing: How Christianity is Transforming China and Changing the Global Balance of Power. David says that China is changing. They are beginning to understand the rule of law. Lex Rex. He says most of the young lawyers–lawyers! there are Christians. Go figure.

I read Aikman’s book. He starts his book with a lecture from the Chinese Academy of Social Sciences in Beijing in 2002. Aikman quotes a Chinese academic speaking to a group from the USA visiting China:

One of the things we were asked to look into was what accounted for the success, in fact, the pre-eminence of the West all over the world…We studied everything we could from the historical, political, economic, and cultural perspective. At first, we thought it was because you had more powerful guns than we had. Then we thought it was because you had the best political system. Next we focused on your economic system. But in the past twenty years, we have realized that the heart of your cultural life was what made possible the emergence of capitalism and then the successful transition to democratic politics. We don’t have any doubt about this.

The Chinese don’t doubt the source of our cultural heritage. Sadly, American liberals do.


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Thank you (foot)notes:

The National Day of Prayer was Thursday, May 4th. George Bush spoke.


Ed Atsinger

Salem President

and CEOSalem Communications Corporation, NASDAQ SALM,

… is the leading provider of radio programming, online resources and magazines targeted to the Christian and family themes audience. …Salem Communications currently owns and operates 95 radio stations nation-wide, with 60 stations located in the top 25 most populated U.S. markets. …Religious formats constitute the third largest radio format in the United States. Currently, over 2,000 radio stations are identified as having primarily a religious format. Approximately 52% of Americans been identified as listeners to religious formatted radio.

Read more on Salem’s Editorial Board: Hugh Hewitt, Terry Eastland, Janet Parshall, Albert Mohler, Jr., Michael Medved, Phillip Johnson and David Aikman.

Basil’s Blog has a Picnic.

Mudville has Open Post.

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Walking The Red Carpet; In 7 Easy Steps.

May 1, 2006 | By | No Comments


L to R: Elaine Donnelly, President,

Center for Military Readiness;

Charmaine; Chris Buckley;

Your Business Blogger “Isn’t that Joe Wilson and Valerie Plame up ahead?” Asks Charmaine.

“I think so,” I said. “Quick, let’s get in their frame.”

Charmaine and Your Business Blogger are on The Red Carpet. Roped off from the unwashed masses as we enter the Washington Hilton for the White House Correspondent’s Dinner Saturday night. Cameras, flashing lights, squeals.

No. Not for us. George Clooney is here somewhere. Probably trying to get in our frame.

We are there for the reception only, courtesy NRO. But we still get a walk on the red side.

There is a science to RCW, Red Carpet Walking. It takes years of study. But this should be a part of your business etiquette.

Here’s Walking in 7 Steps:

1) Never a wear name tag. Ever see Madonna with badge on her breast? Or anything at all, besides traffic cones?

2) Drop the drink. It may be sparkling water, but looks like scotch and soda. Your board will think you are boozing it up. Or worse — you’re having a good time. Smiling with the staff.

3) Look back at your backdrop. Your assistant should handle this, but be aware of what’s behind you. If I did, I would have noticed the light poles growing out of our heads. See pic above. Not cool — even if the light poles were for the tennis courts where Justice Scalia was headed.

4) Delay at the door. This gives the person ahead of you time to clear out. It will also compress your posse behind you, if your entourage is to trail. Count to Five. Expectation mounts. Walk in with your head back and smile. They’ve been waiting for you.

5) Stop for the Paparazzi. And cameras. Even fast shutter times might blur. Walk slow. Smile. Again. The cameras never blink, as Dan Rather said.

6) Never wear a coat. Fur yes, but not outer winter wear. You are walking only from the limo car to the door. No need for a coat. And it hassles the staff. You don’t do coat checks.

7) Get in the picture. Now if Maria Bartoloma is ahead of you, cameras will follow her. Camera equipment, as has been well documented, is carried by lonely, sex-starved men. Photo-journalists are like 14-year-old boys, but on the payroll. Get close behind the celebrity, especially if it’s a woman. It makes it difficult to photoshop you out.

Now you know The Red Carpet. In case your daughter is part of the Academy Awards, or for your blockbuster IPO, or if you simply walk through the wrong door.

Like we did.


Thank you (foot)notes:

Cross Post at Management Training.

Read on the marketing brilliance of Chris Buckley’s Smoking at Tony Snow, Bimbo’s.

Be sure to read more at NRO’s The Corner.

Basil’s Blog has a picnic.

Open Post at Mudville Gazette.

Tony Snow, Bimbo's

April 28, 2006 | By | One Comment


Tony Snow at

The White House Tony Snow goofed. Pay attention, because it won’t happen often.




AwardThe new Presidential Press Secretary Bimbo’ed.

This is the media mistake where the interviewee repeats back the negative content from the interviewer.

Here is the headline on Drudge today:

Tony Snow: ‘People blast me because I’m too squishy…’

Tony’s (rare) mistake was forgetting that the human mind cannot process a negative. Readers will only remember that Tony Snow is squishy.


Fall Hawn 1987 Bimbo comes from Merrie Spaeth at Spaeth Communications who developed this concept. Based on Fawn Hall’s difficulty while working at Oliver North’s office. And her denial before the press:

Maggot infested press jackal: Are you a bimbo?

Radiant, lovely Fawn Hall: No. I am not a bimbo.

So what does the world remember? Fawn Hall is a bimbo.



not A CROOKRichard Nixon is another example, “I am not a crook.”

What does the world remember? Richard Nixon is a crook.

Repeating back a negative? Methinks the Lady doth protest too much.

Now. A good marketing campaign can turn the Bimbo to advantage. A Reverse Bimbo.

As in Thank You for Not Smoking, by Christopher Buckley. (Another conservative!)

Buckley, son of William F., parodies the brilliant tobacco marketing mind. They know that the brain will only compute,




Smoking, The MovieThat’s not so bad. The words are helpful. And compliant with the Surgeon General. But they communicate the opposite of the stated wording. Good marketers know this.

Knowing Bimbo’s will help you change your life. Even with your kids.

Remember how your mom would say, “Don’t forget your lunch!!!”

And all your little head could handle was “Forget your lunch!!!”

And obeying mom, you forgot your lunch.

From this post forth, always remember to frame (life!) in the positive.

To, “Remember your lunch.”


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Thank you (foot)notes:

Full Disclosure: Mom used to work for Tony in the White House. It kept mother and daughter out of Nordstroms.

See David Sirota on attacked.

Tony Snow reads Smash at Indepundit.

26 Apr



Is America Trending Pro-Life? Why Should a Marketer Care?

April 26, 2006 | By | 3 Comments

Susan _B_Anthony_List.jpg

Real Women’s Voices The Roe Effect.

Babies. Lots of them. And business is noticing.

If your job is strategic planning, you should know where Charmaine is today, instead of lounging in Nordstrom’s.

My Helpmeet and her cohort are making news; making a market. And creating a trend line. With who has children and who does not.

James Taranto in 2003 coined a theory called the Roe Effect in The Wall Street Journal where pro-abortion women were more likely to abort their children than pro-life women and so pro-lifers were more likely to have more children.

The Wall Street Journal plotted out this graph in Best of the Web in ’03, explaining,

Not all women, after all, are equally likely to have abortions.

It also seems reasonable to assume that parents have some influence on their children, so that if liberal women are having abortions, the next generation will be more conservative than it otherwise would be.

The next big thing will be little bundles of joy by a particular market segment: Conservative, Church going, Traditionalist, Republican.

This strategic trend will also have political muscle. These consumers are voters.

Today, I sent off the Little Woman with two of our girls for a real ‘take your daughters to work’ experience. To join lobbyists on Capital Hill.

Charmaine, The Dreamer and The Diva have appointments in Senator Hillary Clinton’s office this afternoon. We’ll let you know what happens.

The Dreamer is equipped with a camera.

From the Susan B. Anthony List:


A Panel Discussion at the National Press Club with release of

NEW POLL on Americans’ views regarding Roe vs. Wade

WASHINGTON – Ten years ago, Congress was on the brink of passing the Freedom of Choice Act. Today, from parental notification to informed consent laws, state after state is passing more restrictions on abortions. Some suggest the watershed moment for pro-life forces was the introduction of the Partial-birth Abortion Ban. Others point to the growth of pregnancy resource centers and the improvement of medical technology, such as 4-D ultrasounds. Whatever the cause, the case can be made that America is trending in the pro-life direction. An expert panel will discuss this phenomenon and its implications for the 2006 elections and beyond. A new poll regarding Americans’ views on Roe vs. Wade will also be released.


Kate O’Beirne – Author, “Women Who Make the World Worse”

Ramesh Ponnuru – Author, “The Party of Death”

Kristin Day – President, Democrats for Life

Karen Smith – the polling company,inc/WomanTrend

Moderator: Marjorie Dannenfelser, President, Susan B. Anthony List

Finally, a warning. If your strategic planner is a woman, or if your chief marketing officer is a woman, she will not know, nor care about these demographic shifts. She might very be an abortion advocate, with a particular bias and blindness.

So test her. Ask her what the Roe Effect is and how this will affect business for the next decade.

Continue reading at the jump.


Crew, 2010


Be sure to follow Your Business Blogger(R) and Charmaine on Twitter: @JackYoest and @CharmaineYoest

Jack and Charmaine also blog at Reasoned Audacity and at Management Training of DC, LLC.

Thank you (foot)notes:

Wall Street Journal blockquote BY JAMES TARANTO, Friday, January 17, 2003 1:47 p.m. EST citing Sex and the GOP

More at the jump.

See Uncorrelated for more analysis.

See Daily Pundit on Roe Effect Multiplier.

Visit ProLife Blogs for the Party of Death.

Basil’s blog has a Picnic.

Jo’s Cafe has Specials.

Mudville Gazette has Open Post.

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31 Mar



Ted Turner is the Big Winner…

March 31, 2006 | By | 2 Comments


Brent Bozell

MRC’s Founder…at the Media Research Center’s DisHonor Awards. Your Business Blogger and Charmaine attended last night’s fund raising dinner with 960 of our closest DC friends.

Typical rubber chicken talk-a-thon? Nope. Steak at the Grand Hyatt Hotel. Humor and hand-held noise makers. Real Laughter.

Brent Bozell, with his master of ceremonies, Peabody Awarding winning Cal Thomas, had terrific material to work with.

Poking fun at the liberal media bias. With actual footage of the nincompoopheads that bring us the news. The Goliaths.

The Army of Davids was in the audience.


Media Research CenterThere were multiple categories. Nominees included Andrea Mitchell, Chris Matthews, Nina Totenberg, Jack Cafferty, Keith Obermann, Nancy Giles, Rick Kaplan, David Gergen, Ted Turner, Harry Smith, Mary Mapes, Kathy Griffin, Alec Baldwin, Rosie O’Donnell.

Oddly, none of the nominees were in attendance.

The presenters included Tony Blankley, Larry Kudlow, Mark Levin, Brent Bozell.

The winners were Chris Mathews, Rosie O’Donnell, Ted Turner.


The West’s Last ChanceHigh class swell swag was to be had. Courtesy MRC: copies of Tony Blankley’s new book.*

Ted Turner’s award winning interview was his political analysis. Critical of the USA, and fawning of North Korea and Kim Jong-il. Oppression, torture, starvation north of the 38th parallel? He didn’t see any. “I saw thin people…riding bikes,” lectured Turner.

Odd to hear an American hating southern accent. Well, his and Jimmy Carter’s.

Conservatives have a liberal sense of humor. Mark Levin said, “…Rosie O’Donnell went to charm school…on a football scholarship.”

Tony Blankley mused that CNN’s AAron Burr Brown believes all conservative policies and programs are delivered from “the anus of satan.”

Larry Kudlow comma Capitalist, as he always introduces himself on CNBC, rolled the Chris Matthews clip. This is where the host of Harball says, “We’ve got to get out of our American skin…the North Vietnamese were …objectively the good guys…” in the Vietnam War. This is what passes for journalism. And is failing.

Stan Evans bemoaned the lack of liberal’s grammar. “Brokeback Mountain?…It’s not Brokeback — it’s BROKENback Mountain…”

See the video at the Media Research Center.

The evening closed with A Tribute to the American Military. Some cried. Out loud.

Brent Bozell is a class act. Who loves America.


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Thank you (foot)notes:

* I picked up a few extra copies of the Blankley book. Leave me a comment on liberal bias and the benefit of blog reading and I’ll mail you a FREE copy. Include mailing address, will not be published. While supplies last.

The DisHonors Awards have been held since 1999. More at the jump.

Soldier’s Angel has more on the media bias.

Visit Pundit Review for real analysis.

Full Disclosure: Brent Brozell has said nice things about Your Business Blogger’s wife and one of her appearances on Bill Maher’s Politically Incorrect.

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10 Tips for Your Big Show Biz Break

February 25, 2006 | By | No Comments


Charmaine on ABC World News TonightCharmaine recently was interviewed on ABC.

She was selling the most challenging type of product — an intangible.

If you are marketing with success and making a difference in your business, you will be in demand as an on-air talent.

Get ready.

Here’s a compressed check list Charmaine uses. It might be helpful for you for your big show-biz marketing break:

1) Talking points. John McLaughlin will not allow any of his guests to have notes on the set. But a pro doesn’t need them. Your talking points, your elevator speech, will be memorized. The broader the audience — the narrower the message.

2) Practice. (The other) Roger Ailes would evaluate a person’s likeablilty on camera by watching the performance on the TV. With the sound off. Ailes says that if, as he watched, he caught himself standing up to turn up the volume, he knew he had a client he could help. Most business marketing performances — presentations are learned, practiced behaviors.

3) Pre-interview. This is your audition where the booker/producer will run you through your paces. They claim they are looking for competence, of course. But this is show business — the producer is looking for entertainment. Are you personable? Are you likable? And can you still fit into the booker’s box. Remember, televised media is similar to print media reporters: the story is already written, already in the can. The writer or booker is merely looking for quotes. That’s why they’re called talking heads.

4) Logistics. Ask for the network to arrange for a car. Don’t burden your staff with driving — and directions. Pros show up with their own IFB’s.

5) Coach in Your Corner. Take your peeps with you — your entourage. This will give you a chance to practice your opening 8 second sound bites. Andrew Dice Clay would show up — joking and smoking — with his wife(!) two kids, publicist, agent, and assorted strap hangers. The driver and dogs remained with the car.

6) Non-answer. You Don’t Have to Answer Questions. Especially if the segment is taped, you answer the question with the answer you want to convey. Your message.

7) Time. The appearance is time consuming. Charmaines’s gig on Friday took up half a day. Here are numbers down the funnel:

3 hour notice

2 hours in traffic

25 minutes for makeup and mike-up

35 minutes taping

all for…

8 seconds of airtime

8) Cost/Benefit. Gore Vidal once said, “Never turn down a chance to have sex or to go on TV.” But it might not be worth it. (The TV part, I mean.) Only agree to an appearance if you can advance your agenda or as an expert witness. There are some debates that cannot be debated. Or that you should not touch — outside your expertise or the interests of your company. There are a number of other topics that Your Business Blogger dare not put in print. And you never discuss in a short forum. Email me before you go on-air.

9) Feedback. Ask the producers and bookers how you did. Get a beta copy of the show or have your tech guy capture a digital copy. Get — no — demand, honest feedback. There is always something that can be improved.

10) Exploit. Be sure that your appearance is promoted. Clips of your appearances can be shown at board meetings. Company reports. Your bio.

Your blog.

Here’s Charmaine’s interview on ABC last Friday, February 24th.

Also see the how to on media appearances. And another example of doing it right.


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Thank you (foot)notes:

Basil Blog has vetted postings.

Charmaine blogs at Reasoned Audacity. Bio at the jump.

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