SOMETIMES THE EASIEST QUESTIONS ARE THE HARDEST ONES OF ALL

“Is there anything I haven’t asked you that you’d like to add?”

One thing I often notice in media training is that the easiest questions are sometimes the hardest ones to answer.

We prepare to answer the tough questions and the curve balls. We clarify and nail down our key messaging, practice our responses, and focus on keeping cool.

But when that “easy” question gets asked – the one where we can directly deliver our key message or simply reinforce a key point – it becomes a missed opportunity.

We get caught up in preparing ourselves for the hard stuff, but we don’t take the opportunity to lead the interview when thrown a “soft ball”.

THE TAKEAWAY

Recognize that this is common, and prepare for it. Always have a clear and short answer ready when an easy question arises. Also, always be ready if you’re asked “is there anything I haven’t asked you that you’d like to add?” It’s a great opportunity to either fill in anything important, or reiterate the key message you want to get across.

ABOUT STRATOAK & MICHAEL MELLING

Michael Melling is the Principal & Founder of StratOak Ltd., a firm focused on media training, content creation, and strategic communications. Michael is the former VP/Head of CTV News (Local + National), CP24, and BNN Bloomberg. With 20+ years of experience in news, content, and business leadership, he works directly with all StratOak clients to advance the goals of your business through great communication and content.

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ONLINE MISINFORMATION HURTING CANADIANS’ CONFIDENCE

Confidence in institutions taking a hit too

Six in ten Canadians say they’ve got a “very high or extreme level of concern” over online misinformation. The findings are the focus of a recent StatsCan report titled Concern about misinformation: Connections to trust in media, confidence in institutions, civic engagement, and hopefulness.

While concern about misinformation isn’t new, the report points out that 69% of people who are concerned about online misinformation regularly fact-check their news with a second source, and only 47% of Canadians reported high levels of trust in the media.

The report links those with higher levels of concern about misinformation to a lower level of confidence in different institutions including police, courts, schools, banks, and major corporations.

THE TAKEAWAY

Smart organizations know what they’re up against when it comes to building trust, and it’s clear that misinformation and false narratives are making it harder than ever for Canadians to know who and what to trust.

This makes smart, clear, and timely communication more important than ever. In addition to building a foundation of trust with ongoing and relevant content, leaders must ensure they respond to misinformation and false narratives with strength and speed. “It’ll blow over” does not work.

MEDIA, PRESENTATION, & KEY MESSAGE TRAINING

Media coaching and training is about getting a message across that serves the goals of your business, mitigating risk, and building trust. Let Michael Melling and StratOak prepare you to handle any interview or presentation like a seasoned pro.

• Executive one-on-one training

• Small group training

• 1-hour lunch & learn sessions

CONTENT CREATION

With 20+ years creating award-winning compelling content for Canadians, let StratOak help you tell your story! Reach out to discuss our content creation services.

ANOTHER STUDY SHOWS LOCAL NEWS IS TOPS IN TRUST

Don’t forget local as part of your outreach plan

We’ve mentioned before in this newsletter that Canadians love and trust their local news, and another recent study by IPSOS and Public Policy Forum reinforces that finding.

It noted that local newspapers (86%), local radio (86%), and local online news sites (71%) get very high trust scores from audiences with the scores being even higher in smaller communities. Police/crime news, community events, education, local politics, and ads for local business are all topics of great interest for audiences.

The most recent state of the Canadian news industry was also highlighted in a separate report by the Global Media & Internet Concentration Project. It found that there were 10,900 full-time journalists in Canada in 2023, which is down by 1,500 from the year before. It also noted that newspaper revenue has plunged by two-thirds since 2008 when the industry was at its peak.

THE TAKEAWAY

Don’t forget local as part of your communications plan. Audiences trust these sources of news and have an affinity for them. If you can highlight a relevant or interesting local project or initiative, make sure you’ve got someone available to speak to the local media on the specifics.

These newsrooms are often strapped for resources, which sometimes means they’re looking for quick and appealing content ideas, that are ready to go.

REACH OUT!

If you’d like to discuss your needs for media training, content creation, or strategic communications, please reach out anytime: [email protected]