Brett’s back on radio and his interview with executive director of the Australian Retailers Association Richard Zimmerman holds some tips for anyone who finds themselves in front of a microphone.
Richard is an old hand and showed it from the minute Brett made contact the night before. He called from the airport, confirmed the time, double-confirmed via email and provided a landline and back- up mobile number. What a pro.
Listen to the interview as you read through the observations below.
0.53 Opening remark. Richard starts the interview and immediately asserts himself. He is keen to clarify something from the outset and does. This gives him control. Control is good. Reasonability: He immediately states that ARA is uninterested in Saturday penalty rate reforms. This reasonability will disarm many listeners.
2.15: Disagreement: Richard wastes no time challenging Brett’s assertion that retailers have a choice to open.
3.10: Puts himself in the story. “I was talking to a guy yesterday…” Always good to demonstrate your involvement, experience and connections. This creates authority.
3.50: More control, assertion and reasonability. “I want to make this clear…” Points to Monash Uni research to underline the justification for his argument.
4.50: Anticipates audience reaction: He is keen to avoid alienating listeners who defend junior staff. He knows this in advance and spends time to clarify his stance.
5.55: Positions his argument as being all about creating employment – not employers.
7.14: Global comparisons demonstrate expertise and authority.
Score: Confident, competent, engaging, reasonable: 8/10
By the way – all of Brett’s show is available via SoundCloud.