Archives for July 2015

A Winner in our Hearts

One of the youngest professional golfers at this summer’s British Open,  22-year-old Jordan Spieth, ended his chances of winning all four major titles in a single year by finishing one stroke behind Zach Johnson. However, with a handshake and a hug, Mr. Spieth was the first to walk over and congratulate Mr. Johnson on his win.


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Fans across the globe cheered his gesture.  All in all, he stated that he was happy for his role model and friend, Zach Johnson, to win the title. Viewers immediately took to social media complimenting Mr. Spieth’s grace, and stating that he is a champion … ” a truly stand-up guy.”

“We gave it a great effort. Ideally, par-birdie is a perfect way to finish out here, and that would have gotten the job done, so it stings a little bit. Ultimately, I thought we gave it a pretty good run.”

Good sportsmanship always plays a part in winning the media game. If Mr. Spieth had shown anger at himself or a lousy attitude toward his opponent,  he would not have received the high praise that he did.

In media training at READY FOR MEDIA in Los Angeles. we coach our clients that Courtesy is one of the C’s of Communication, along with Candor. And Mr. Spieth showed another of our C’s of Communication, as well. Class.

Trump Gets Dumped

“You’re fired!” became the rallying cry of Donald Trump’s legendary NBC reality TV show, “The Apprentice.” The billionaire presidential candidate has now been fired himself from many partnerships after a recent speech.

“When Mexico sends its people, they aren’t sending their best,” Mr. Trump stated, “They’re bringing drugs, they’re bringing crime, they’re rapists, and some, I assume, are good people. But I speak to border guards and they tell us what we’re getting.”

Donald Trump Fired

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Due to this statement, many of his business partners have dumped Trump. These companies are some of the nations most powerful and well- recognized, and the list of those firing Mr. Trump is growing, as Macy’s has recently joined NBCUniveral, Univision, Televisa, Farouk Systems, NASCAR, Serta, ESPN, PGA, PVH, Jose Andres, 5 Rabbit Cerveceria, and Ora TV.

Jose Andres, once an immigrant himself, backed out of his agreement to open his Spanish style restaurants for Mr. Trump. Mr. Andres said, “Donald Trump’s recent statements disparaging immigrants make it impossible for my company and I to move forward with opening a successful Spanish restaurant in Trump International’s upcoming hotel in Washington D.C.  More than half of my team is Hispanic, as are many of our guests. And, as a proud Spanish immigrant and recently naturalized American citizen myself, I believe that every human being deserves respect, regardless of immigration status.”

Macy’s statement was more community-oriented, “Donald Trump’s remarks were disgusting and offensive, and this hateful language has no place in our city.” It continued, “Trump’s comments do not represent the values of inclusion and openness that define us as New Yorkers. Our Mexican brothers and sisters make up an essential part of this city’s vibrant and diverse community, and we will continue to celebrate and support New Yorkers of every background.”

Trump was not cowed when he heard this news, declaring “Macy’s, NBC, Serta and NASCAR have all taken the weak and very sad position of being politically correct, even though they are wrong in terms of what is good for our country.”

Candidates and companies often employ public relations specialists and media trainers to craft messaging and help clients relate to the public. With media training, he would have avoided his rude and racist comments, and perhaps preserved his business ties. Consideration of the audience is an important factor in the messaging process. At READY FOR MEDIA, we explain that audiences listen to WII-FM, What’s In It For Me.

As a spokesperson for a company, a cause or a candidacy, it is also important to note that personal opinions are not relevant. In learning to be a political candidate, one should consider whether to sacrifice political correctness for a popularity contest.

A Swift Kick at Apple

“We don’t ask you for free iPhones. Please don’t ask us to provide you with our music for no compensation,” wrote Taylor Swift in an open love letter to Apple.

In it, she gave the same reasoning that caused her earlier departure from Spotify, the subscription streaming music service Apple is cloning. The singer decided to keep her 1989 album off of Apple Music after discovering users could hear her songs and others,’ for free during the three-month trial period, but that those who created the songs wouldn’t be paid during that time.

Photo courtesy of

Photo courtesy of


Ms. Swift wrote, “I find it to be shocking, disappointing, and completely unlike this historically progressive and generous company.”

Insisting that her firm missive was “not about me” or “the complaints of a spoiled, petulant child,” Ms. Swift continued, “this is about the new artist or band that has just released their first single and will not be paid for its success. This is about the young songwriters who just got their first cut and thought the royalties would get them out of debt.  This is about the producer who works tirelessly to innovate and create, just like the innovators and creators at Apple are pioneering in their field … but will not get paid for a quarter of a year’s worth of plays on his or her songs.

“But I say to Apple with all due respect, it’s not too late to change this policy and change the minds of those in the music industry who will be deeply and gravely affected by this.”

To its credit, Apple’s head of online services, Eddy Cue changed the policy immediately and responded on Twitter within a day that musicians would be paid during the 3-month free trial for consumers. “We hear you #taylorswift13 and indie artists. Love, Apple.”

Following classic media training, both the celebrity and the executive used elements of READY FOR MEDIA’s  12-C approach to communications: clear, candid, courteous, compassionate, confident, consistent, credible and convincing, etc … to play and win the media game!