CGM blog: Nature abhors a vacuum

02 Sep CGM blog: Nature abhors a vacuum

At CGM we have a key phrase to support a viewpoint or a reason to take a specific action and it always gets a healthy mention at our media training events.

It is nature abhors a vacuum, a theory devised by Aristotle who observed that nature requires every space to be filled with something.

In media and PR terms, this is more than just spotting a gap in the market. It is filling an advantageous position, maybe as an expert media commentator or speechmaker in a particular field.

The benefit of being a media go-to guy is that in the process of proving expert comment and opinion you constantly raise your profile and boost your reputation.

TV, radio and newspapers are full of expert comments provided by people with flourishing reputations who are recognised and respected for their knowledgeable and credible opinions.

Many people have the potential to be a regular interviewee – few do enough to make it happen.

So here’s a question to ask yourself: if a media opportunity came along could you handle it? This might be, say, a broadcast interview or a speech to an industry audience. If so, could you do it well enough so you’ll be invited back again and again?

More poignantly, what is the cost if you fail to become that media go-to guy and someone else (a competitor, maybe) steps in and fills the space?

It is no good being green with envy. Being an expert isn’t usually enough on its own to feature on the radar of the media. You have to be proactive to gain their attention. So what might that be?

Issuing press releases to relevant media is a good starting point. If you don’t know how to do this – employ a PR firm to do for you. Make contacts. Let media folks know what you can talk about and the value it offers to them and their listeners, viewers and readers. A well written blog will help, too.

Then you have to deliver – not once but consistently. Having the ability to impart information concisely, authoritatively and in a way ordinary people can understand is vital. Industry jargon and language designed to largely impress your peers won’t do.

Delivering media soundbites and knowing structure a pubic speech are crucial skills. This requires training. Like most things in life, you only get good with practice. Get some training. If nothing else, view it as part of your CPD.

So if there is a media vacuum – could you fill it?  If not, don’t complain if someone else steps in first.

Chris Green is CGM’s managing director and a former author and broadcaster. CGM provides a range of executive media training courses. For more details visit CGM media training.