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Corporate Media Services e-Bulletins

Volume 1 Edition 4

Volume 1, Edition 4 – 19 July 2011

Corporate Media Services e-BulletinsKey Message Delivery

There have been some interesting shifts in the way we communicate through the media.

For those who are not aware of these changes, a media interview outcome can be very negative.

For instance, while it is still acceptable to repeat your key messages to get your points across in a media interview, don’t overdo it.

Here is an example of where it is totally overdone. It’s an interview with the British Opposition Leader, Ed Miliband:

You need to come across as genuine and honest – he clearly failed in this case.

Interview Transcript (Repetitive Key Message Delivery)

Ed Miliband and Damon Green – UK

Source: http://www.guardian.co.uk/politics/2011/jul/01/ed-miliband-interviewer-shame-strike-soundbites

Ed Miliband, British Labour Party Leader:

These strikes are wrong at a time when negotiations are still going on. But parents and the public have been let down by both sides because the government has acted in a reckless and provocative manner. After today’s disruption I urge both sides to put aside the rhetoric , get around the negotiating table and stop it happening again.

Damon Green, ITV News Correspondent:

Um, I listened to your speech in [inaudible] and you talked about the Labour Party being a movement. A lot of people in that movement, uh, are the people who are on strike today and they’ll be looking at you and thinking… “Well, you’re describing these strikes as wrong, why aren’t you giving us more leadership as a leader of the labour movement?”

Ed Miliband, British Labour Party Leader:

At a time when negotiations are still going on, I do believe these strikes are wrong. And that’s why I say both sides should, after today’s disruptions, get around the negotiating table, put aside the rhetoric, and sort the problem out. Because the public and parents have been let down by both sides and the government has acted in a reckless and provocative manner.

Damon Green, ITV News Correspondent:

I spoke to Francis Maude before I came here and the tone he was striking was a very conciliatory one. Do you think there’s a difference between the words they’re saying in pubic and the attitude they strike in private in these negotiations? Are their negotiations in good faith would you say?

Ed Miliband, British Labour Party Leader:

What I say is the strikes are wrong when the negotiations are still going on. But the government has acted in a reckless and provocative manner in the way it’s gone about these issues. After today’s disruption I urge both sides to get around the negotiating table, put aside the rhetoric, and stop this kind of thing happening again.

Damon Green, ITV News Correspondent:

Um, it’s a statement you’ve made publicly and you’ve made to me and this will be broadcast obviously. But have you spoken privately to any union leaders and expressed your view to them on a personal level, would you say?

Ed Miliband, British Labour Party Leader:

Well, what I say in public and in private to anybody involved in this is; get around the negotiating table, put aside the rhetoric, and stop this kind of action happening again. These strikes are wrong because negotiations are still going on. But parents and the public have been let down by the government as well who’ve acted in a reckless and provocative manner.

Damon Green, ITV News Correspondent:

You’re a parent, I’m a parent, alot of people who are watching this will be parents. Um, has it affected you personally this action? Has it affected your family and friends I mean and what is the net effect of that going to be on parents needing to take a day off work today?

Ed Miliband, British Labour Party Leader:

I think parents up and down the country have been affected by this action and it’s wrong at a time when negotiations are still going on. Parents have been let down by both sides because the government has acted in a reckless and provocative manner. I think that both sides, after today’s disruption, should get around the negotiating table, put aside the rhetoric and stop this kind of thing happening again.

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