Robot Rudd

The Prime Minister is so used to spinning, instead of answering questions directly and in this instance his responses sounded extremely poor.

He didn't come across as compassionate or caring even though he was verbalising those words.

The Issue: You could almost feel him thinking carefully about each word, making sure he said the right thing.

However when we're talking to someone who is grieving or talking about them and expressing our sorry, we don't think we just do we just say.

Make sure you sound sincere when you're in-front of the media.

Eddie's clever

When Australian media personality Eddie Mcguire ranted on his TripleM breakfast show that Adelaide football fans were feral the media knew what was going on.

Eddie was setting up some free publicity for himself and his radio show.

Nothing wrong with that, he's the best at it and the media went along for the ride.

You see when Eddie made those comments, we at Network Ten in Adelaide knew what he was doing but we also understood that it was what lots of people would be talking about at the water cooler.

We knew poeple would tune in.

The media's a funny game, but if you play it right it can be rewarding as well.

Hold your mud

What is the alternative to being sarcastic if a reporter has asked a pointed question, which has offended you? Be professional, take a deep breath, and answer the question in a positive way. It will paint you in a bad light if you do loose your temper, and you are sure to wander off message.

Spin spin spin

Most politicians use spin.

They do this to avoid answering the tough questions. In other words if they don't like a question that a reporter has asked they'll disregard the question and move onto what they want to say. If you are going to engage in this tactic there needs to be a couple of points made.

Firstly do not lie. If you are asked a question by a reporter and you deny something has occurred when in fact it has, that's dumb because more than likely the reporter will fine out the truth.

Secondly when you are answering a tough or potentially dangerous question, at least offer the reporter and the audience the courtesy of acknowledging the issue, and THEN move on to what you want to say. By completely disregarding the reporter's question before moving in your direction with YOUR answer, you will quickly be viewed as either dishonest or arrogant.

Risky tactic?

It is vary rare to hear a politician apologise, but that's exactly what The Australian Prime Minister Kevin Rudd did this weekend. He declared the government deserves a ''whacking'' and he needs to lift his game in delivering its reform agenda.

Last week he admitted he should have asked more questions about the bungled insulation program, and then went a step further yesterday. But it risks undermining rather than boosting confidence in the government's ability to carry through its promises.

Was it a gamble and a major risk and could it further undermine confidence in the Government or a clever tactic. Mr Rudd was quoted as saying 'where we have to improve and lift our game - where I need to lift my game - is in delivering in the key outstanding areas of reform, in health and hospitals, in education, and getting on with the business of action on climate change' We're taking a pounding because we haven't been up to the mark so far. And this all, as polling clearly shows The Governments popularity is on the nose.

Interesting one minister said it was one thing to show contrition but inviting broad condemnation when it was unwarranted was ''over the top'' and risked damaging the government. So will this tactic work or not?

It will become clear over the next couple of weeks.

When spin doesn't work

I have purposely held off making comment on the Environment Minister PETER Garrett's current plight.

He has rigorously defended his handling of the roof insulation saga, and has argued it was not his bungling that was to blame for four deaths and serious safety risks to householders but the "slack" behavior of installers.

The opposition has been calling for The Prime Minister to sack him, but Mr Rudd has said Mr Garrett had his full confidence.

Mr Garrett's cause was further eroded when he was forced to order safety inspections on almost 49,000 homes over fears inexperienced installers had caused roofs to become electrified.

I believe Mr Garrett should have taken more responsibility for the issue publicly at least.

People tend to have more empathy for those who admit fault or at least take part of the blame.

At one stage Garrett was asked if he felt any personal responsibility for the deaths that have occurred, Garrett said: "My responsibility is to make sure that we have a program that delivers insulation into people's homes safely.

"We have set up a program that does that so long as those people who participate in the program observe the guidelines of the program properly."

Now the question may have been a tough one but Garrett should have made it crystal clear that his concerns were with those who had died rather than his own career.

I understand that he has on a number of occasions spoken of those who have died, but from what I observed on television and heard on radio Garrett still spun the lines.

If you spin and people believe you, then count yourself lucky, but when you spin and it hold traction, then you may pay the ultimate price.

Do not waste your media opportunity

Adelaide United wheeled out their new signing today. Former Newcastle and Gold Coast midfielder Adam Griffiths joins the Reds prior to their Asian Champions League squad. He was interviewed by the local media, the questions were fair and intelligent. However Adam was low key, he mumbled and most of his answers were short and uninspiring. When Adam was asked the question: "What do you think you will bring to the team?" he replied "I don't know, what do you think?" The answer Adam gave was not good enough and showed a complete lack of preparation. Before any interview you must prepare and anticipate the questions that will be asked. Adam may be a good player and a good guy, but that's not the issue here. Today Adam was representing Adelaide United and the sport of Football. Clearly he didn�t prepare well enough. In the competitive world of professional sport, clubs don't just battle for supremacy ON the field but "OFF" the field" as well. Every time you are in front of the media make sure it counts.

Signage placement

When you are placing signage at an event make sure it is easily seen by the Television cameras or photographers. It needs to be placed for maximum exposure. During the Tour down under cycling event in Adelaide in January 2010 the Garmin cycling team received great exposure thanks to this image shot by Tom Miletic from Glamour photography. It was perfectly placed and as a result the Garmin brand may have been seen by millions.

When you're thrust into the media spotlight

I'm so pleased the new Australian of the Year is mental health expert Patrick McGorry. He is particularly interested in young peoples mental health, which is a major issue.He was named Australian of the Year by Prime Minister Kevin Rudd at a ceremony outside Parliament House on Sunday evening.

It's interesting to note that when you are suddenly swung into the media spotlight you then have the opportunity to say what you like, and make a noise about issues that are important to you.Mr McGorry has described detention centers for asylum seekers as "factories for producing mental illness".

If you say something within the media that is strong and controversial, the media will generally pick it up and run with it, and that's exactly what they have done in this case. Mr McGorry's soap box may be around for some time, and that sounds good to me.

Roger the great

Roger Federer has just beaten Lleyton Hewitt to advance to the quarter finals of the Australian Open.

And like world class cyclist, Lance Armstrong he has conducted himself in exemplary fashion both during and after the match.

While he was obviously happy with the straight sets victory, he was also praising of his opponent, and he meant it when he spoke to former tennis great Jim Courier. He was humble, eloquent, sincere, and giving.

It's a great example for young athletes to follow. Don't just aspire to be the best at your sport, aspire to be the best in other areas such as how you handle your media performances.

Remember you never know who could be watching.

The cost of success

There is a call for the South Australian Government to reveal what it is paying 7-time winner of the Tour De France, Lance Armstrong to ride in Adelaide's Tour Down Under. But does it really matter.

Surely if it means gaining significant international coverage for the event and attracting thousands to each leg then what the hell. Lets pay him as much as we can afford. And really I don't give a dam if I know the figure or not.

Given the race's extraordinary success, other states may be looking to poach it. So lets not bicker about what it"s costing us, lets focus on making the race even better.

Media wow

And by the way if you want a template from someone on how to handle the media , just watch how Lance handles himself during his interview appearances.

Engaging-Professional-Positive-Polite

NOW THAT'S HOW IT'S DONE.

Keep in the media's good books

!7 year old Australian tennis player Bernard Tomic will not be sanctioned for his negative comments toward Australian Tennis Open officials and hopefully he has been taught a valuable lesson. Be careful what you say in-front of the media. You do not need the headlines below. And it's best to keep on the good side of print reporter Patrick Smith as well, just ask Leyton Hewitt.

Button it Bernard Tomic

Bernard please be a little more careful with your comments to the media. The 17-year-old criticised organisers after his second round tennis match against Croatian Marin Cilic did not finish until after 2am on Thursday morning. On Friday Bernard met with tennis officials and has been forced to apologise for saying the scheduling was "ridiculous" for a player of his age. He may even be sanctioned. Bernard don't start making excuses, and at 17 stay clear of trouble with officialdom. Place every bit of energy into your on-court fights.