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Michael Taylor

Michael Taylor. The changing face of the media FBE - Liverpool 12 July 2012. My media journey. But what ’ s yours?. You are what you dream. Early 1970s. The local paper…. You are what you hear. Later 1970s. You are what you read. Early 1980s. The New Lad. 1990s. Growing up….

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Michael Taylor

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  1. Michael Taylor The changing face of the media FBE - Liverpool 12 July 2012

  2. My media journey. But what’s yours?

  3. You are what you dream • Early 1970s

  4. The local paper…

  5. You are what you hear • Later 1970s

  6. You are what you read • Early 1980s

  7. The New Lad • 1990s

  8. Growing up…

  9. And you …?

  10. What were once just papers and magazines… now brands

  11. And competing new entrants … with a different model

  12. The media market, • Ads paid for it all • Democracy and accountability • Information • Community service • Doing more with less • Death of newspapers • Self inflicted wounds

  13. Editor as brand manager • Speaker • Spokesman • Presenter • Salesman • Manager • Namedropper

  14. Daily news – a hungry beast to feed & a race to cut and paste (quality and commodity of news)

  15. Quick test…Here is the news… • Toby Whittaker's firm faces tax investigation • THE Harley Scott Holdings property business owned by Toby Whittaker is facing an investigation from the tax authorities.The Burnley-based business, which declared a pre-tax loss of £4m on sales of £5.8m in the year to February 28, 2011, states in its newly-filed accounts that it "is currently subject to numerous tax investigations by HMRC"."The outcome of the investigations is uncertain and cannot be quantified at this point," it said.

  16. Content was king… • Now, contact is king

  17. Business for breakfast

  18. Everyone likes to walk though a door marked private

  19. Some tips on appearing at an event • Do your homework • Call other participants • Don’t overdo Powerpoint • Overprepare • Don’t oversell • Be polite • Be memorable

  20. Winning awards!

  21. How to win an award • Content of an entry is important • But presentation is too • Meet the deadline • Add extra supporting info • Appear human • Don’t lie…

  22. People and personalities • Business press looks for business heroes • Role models for a new generation • “pop star” style of interview and profile • Lists are good

  23. Some classic stitch ups (AKA investigations) • Paul Raymond Versace • Maverick conman • Exposed in Insider • Embarrassing • Detailed story, needed patience

  24. Seven golden rules • Now you’re engaged with the media…

  25. 1. Trust no one • Don’t go off the record. There is no such thing…

  26. 2. Never say No Comment • You will sound shifty

  27. 3. You cannot “approve copy” • It insults a journalist’s very being • But you can offer to check anything technical or for facts

  28. 4. Never link editorial to ads • It also insults a journalist. And doesn’t actually help the advertiser either

  29. 5. Be in control • Put a set time on the interview. Often this will be pressured anyway • Play hard to get

  30. 6. The Holy Grail

  31. 7. Trust no-one • Don’t get carried away • Journalists can lead you into traps • Journalists are not your friends • It is a rough trade, even in the sleepy business press

  32. BBC to MediaCity UK • Some thoughts…

  33. Jeff Randall – barbarians at the gate

  34. Robert Peston

  35. Stephanie Flanders

  36. Suralan

  37. Theo…

  38. BBC Radio 5Live

  39. BBC Local radio

  40. Commercial radio

  41. A few radio tips • Have a plan • Practice 15 second sound bites • Be available • Be memorable • Be there

  42. DIY promotion • Blogs • Social media • Video on your site • Newsletters • Your own events

  43. Social networking:“be in it to win it”

  44. Top property tweeters • TomBloxham 7,709 followers • Giles Barrie 4,926 • Liz Peace 1,017 • Chris Brown 1,279 • Rebecca Roberts 347 • Grant Shapps 54,375!

  45. A great blog • Tips • Personality • Passionate • Regularly updated • Consistent • Authentic • www.philjones.biz/blog/

  46. Social media • You are in control – the biggest question – do you trust your staff? • Beware of social media schizophrenia

  47. Video? Just do it, but do it right

  48. Thank you for your timeCall me anytime07973 890236Email me:michael@wethinkmore.comfollow me on Twitter@marpleleaf

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