March 1990, Newcastle City Hall.

Aged 13, I was taken to see Nigel Kennedy perform Vivaldi’s Four Seasons. It blew my mind. 

35 years later and I’ve just seen him perform the work again.

He’s a funny fellow – and if you’ve never heard of him this gives you a flavour. But he’s beyond brilliant, and the more I think about the concert, the more I think he’s actually an (extremely) unlikely media training poster boy. 

So, a very different MMB this week…

MR KENNEDY’S GUIDE TO MEDIA TRAINING

Good morning it’s Monday 9th June. 

1) Keep your content fresh 

It’s Vivaldi’s Four Seasons for heaven’s sake. If you’ve spent time on hold to a utilities company or travelled more than three floors in a lift you’ve heard it. But in his hands it sounded like it was composed yesterday. Let’s face it, in interviews we’re often discussing content we’ve lived and breathed for years. If Mr Kennedy can take a 300 year old cliche and make it sound fresh, then you can do the same with your stuff.

2) Don’t aim for perfection 

Because the concert wasn’t perfect. He fluffed notes, the orchestra missed a cue or two. And in interviews this is the equivalent of your stutter, your um, or momentary pause. Think about why we love live music – it’s precisely because it isn’t slick, rehearsed and corporate. So why on earth should you aim to sound like that as a spokesperson?

(There obviously comes a point where imperfection compromises credibility. But that point is often further down the line than you might think.) 

3) Bring the energy

So much so that the horse hairs come off your bow. Literally for Nigel. (Metaphorically for you.) 

4) Bring the unexpected

Halfway through the second movement – Summer – the sound morphed from the familiar tune to an arrangement of Mungo Jerry’s In The Summer Time. Shouldn’t have worked. Did work. Don’t fall back on the same examples and illustrations in interviews. Mix things up. Bring your Mungo… 

5) Sound authentic

What can we all hide behind? On the classical music stage perhaps it’s tuxedos, formality, and convention. In interviews is it sanitised messages (devised by committee) and delivered in report-speak? Nigel Kennedy dressed the way I do for an early morning dog walk in February*, ambled around the stage, and deliberately defied every one of those conventions. Of course he only gets away with that behaviour because he’s secure in what he does, and his ability to communicate that to the audience. But could you get into a headspace where you begin to feel the same?

*I’m obviously not advocating you dress for an appearance on Good Morning Britain like you’re about to walk the dogs on a dark morning in February, but you get my point…

**Handily, this section allows me to shoehorn in the customary dog photo…

6) Be generous

It wasn’t all about him. He gave constant credit to the orchestra. He allowed the spotlight to fall on different players and carved out space for them to shine. Be generous on panels and in discussions. Don’t judge your performance on how much airtime you seize, judge it on the quality of your content when you do get your chance. 

7) And enjoy it 

As Kennedy launched into an impromptu Bach partita encore I heard someone behind me say “he just doesn’t seem to want to leave the stage.” He was genuinely enjoying himself, and for an audience member it creates an instant, powerful connection. This final one is undoubtedly easier for a musician than a spokesperson, but it allows me to finish with a concept I often return to in media training sessions: 

When you’ve prepared in the right way. When you know how to control interviews. When you know you’ve got something newsworthy and impactful to say, there is absolutely no reason why media engagement can’t be something you can enjoy.

It’s a superpower.

Thank you very much Nigel. 



(We’re off next week but normal service resumes on Monday 23rd June.) 

All at Inside Edge

Good morning. It’s Monday 2nd June.

“Visibly successful women, if they have “made it” in stereotypically male domains, may be perceived as better than their male counterparts.”

Fascinating research reported in the FT that female economists are more trusted by the public than men.

First things first – the study found public opinion is influenced by the views of experts…so pipe down Michael Gove. However the additional effect of seeing an opinion expressed by a female economist was “20 per cent greater than the effect of seeing the same opinion expressed by a male expert.”

You can read the paper, by Sievertsen and Smith here

Or chance your luck with the FT’s mighty paywall here

(Or book some media training, because you can bet we’ll be talking about it too.)

“Things Learnt (Then Forgotten)” – Week 18.

Sudden Baseline Syndrome…and splattered windscreens.

Stories scheduled for the next seven days:

Today: Strategic Defence Review expected.

Possible Ukraine-Russia talks in Istanbul.

Tuesday:  South Korea holds early presidential election following Yoon impeachment.

Wednesday: PMQs returns after half term recess.

Thursday: Holyrood by-election for Hamilton, Larkhall and Stonehouse.

Japanese private lunar lander due to land on the Moon.

Friday: Court hearing for group charged over arson attacks linked to Keir Starmer.

Saturday: England play Andorra in World Cup 2026 qualifier.

Roland Garros women’s singles final.

Sunday: Tony Awards.

The Guardian gives the floor to four war reporters covering conflicts across the world.

“If we did not take these risks, no one would hear about this war and the atrocities taking place in it. The free world would not move to save and aid the people of Sudan due to its preoccupation with the wars in Gaza and Ukraine.”

READ MORE

News In Brief:

Farewell to Jo Coburn, who has been at the BBC since 1997 and presenter of Daily Politics since its launch in 2018.

She discusses her career over a (boozy) lunch with Sascha O’Sullivan for the Westminster Insider podcast. LISTEN HERE

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A news agency boss has warned police forces are “‘strangling the freelance court reporter into extinction” with press-release coverage of criminal cases.

READ MORE

The New Media Landscape:

The Chicago Sun-Times lays off 20% of its staff, then outsources a summer guide to a freelance writer, who then uses AI to create a summer reading guide filled with books that don’t exist.

READ MORE

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More Americans watch television on Youtube than anywhere else. April marked a third consecutive month at the top of the Nielson chart, recording their largest share to date (12.4%)

READ MORE

Footnotes:

On this day: Queen Elizabeth II was crowned at a coronation ceremony in Westminster Abbey in London this day in 1953.

Monday weather: Middlesborough -19 degrees with patchy sun. Swansea – 16 degrees and cloudy.

Mutts: A nearly-good photo ruined (as usual) by little Leo…

Be part of the MMB. Thoughts on this week’s content, or interviews you’ve seen, heard, or (best of all) done. We’re @insideedgemedia or just reply to this email.

Have a great week.

All at Inside Edge

Good morning. It’s Monday 19th May. (Happy Birthday mum)

Stories scheduled for the next seven days:

Today: Keir Starmer hosts EU-UK Summit in London before expected address at PLP meeting.

Tuesday: G7 finance ministers and central bank governors meet. 

Chelsea Flower Show opens.

Wednesday: Manchester United and Tottenham Hotspur contest UEFA Europa League final.

Kermit the Frog delivers University of Maryland commencement address. (Jim Henson’s alma mater.)

Thursday: Statistics on immigration and international migration.

Matt Hancock and Patrick Vallance give evidence at the Covid-19 inquiry.

Friday: Retail sales figures.

Sotheby’s auctions Shakespeare’s Four Folios.

Saturday: Arsenal face Barcelona in final UEFA Women’s Champions League final

Sunday: Pope Leo XIV installed as Bishop of Rome.

Gary Lineker hosts final episode of Match of the Day after Premier League season ends.

“Things Learnt (Then Forgotten)” – Week 17.

Academic phrases, Presidential burgers, and IKEA mattresses…

“While we’ve got you Minister…”

How to survive the Morning Round is a lovely listen from Politico’s Westminster Insider podcast series, with some great insights and archive.

Politicians talk about how they prepare for, and endure over 3 hours of breakfast radio and TV…

“Once the media know that you have a reputation for not doing your homework they will absolutely pummel you for it.” Grant Shapps

“There’s genuinely times when you do an interview and your mind just goes blank because if you’re starting at 6am you’ve been up since 4:30.” Jonathan Ashworth

And Journalists reflect on what they want…

“Without being too pompous about it…I think the breakfast round sets the agenda for the day. I think if it wasn’t there I’m not quite sure where the fingerprint or the texture of that day’s political reporting would come from.” Richard Madeley

LISTEN HERE (or on the usual platforms)

News In Brief:

Foreign states will be limited to owning up to 15 percent of British newspapers and magazines under new laws being confirmed by Lisa Nandy.

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Newsnight changes: Victoria Derbyshire will present on Monday, Tuesday and Wednesday. Paddy O’Connell hosts on Thursday with Matt Chorley given the Friday night slot.

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President Trump spoke to journalists more in the first 100 days of his second term than any other President in history according to the Sunday Times.

Imagine the hangovers…

Two of the biggest events in radio happened on the same day last week:

Prizes!!!

The ARIAS:

Station of the Year: BBC Radio 3

Local Station of the Year: Forth One

Audio Brand of the Year: Goalhanger

Ratings!!!

RAJAR Q1:

Speech stations have done well across the board – given a febrile news agenda this is either surprising or unsurprising, based on your capacity for global uncertainty. 

Reach and hours are all up at Radio 4, 5Live and Times Radio. 

LBC numbers are down slightly.

Footnotes:

On this day: Labour announced the sponsorship of sports events by tobacco firms was to be outlawed on this day in 1997.

Monday weather: Hull – 17 degrees and partly sunny. Penzance – 18 degrees and sunny.

Mutts: The boys on Poppit Sands in Pembrokeshire last week…

Be part of the MMB. Thoughts on this week’s content, or interviews you’ve seen, heard, or (best of all) done. We’re @insideedgemedia or just reply to this email.

Have a great week.

All at Inside Edge

Good morning. It’s Monday 12th May.

A truncated briefing this week – normal service resumes from the 19th.

“Things Learnt (Then Forgotten)” – Week 16.

How To Interview The President…

For “delivering piercing commentary on powerful people and institutions with deftness, creativity – and a fearlessness that led to her departure from the news organisation after 17 years.”

Ann Telnaes, a cartoonist for The Washington Post who quit after editors killed this sketch criticising the Post owner and other media execs has now won the Pulitzer Prize for illustrated reporting and commentary.

News In Brief

Nick Robinson’s Political Thinking podcast is to be broadcast regularly on BBC Two at Friday lunchtimes:

“What the BBC is trying to do, and I hope Political Thinking does, is to say we can learn from the fact that we’re in a competitive market in which politicians don’t have to appear – that they have stories to tell, but we’re not partisan, and we’re not creeps, and we will ask proper questions.”

Guardian interview with Robinson: READ MORE

Channel 4 Chief Exec Alex Mahon is stepping down after 8 years.

READ MORE

Thanks to those who have got in touch about their experiences of appearing on podcasts for our new course component – The New Media Landscape.

We’re still keen to gather more insights. Please do get in touch, we’d love to hear from you.

Footnotes:

On this day: The Labour leader John Smith died on this day in 1994.

Weather: 24 and sunny in Crete, which is where I’ll be when you read this.

Mutts: Leo very much on-brand…

Be part of the MMB. Thoughts on this week’s content, or interviews you’ve seen, heard, or (best of all) done. Just reply to this email.

Have a super week.

All at Inside Edge