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Our first Executive Rewind clip for this month focuses on J. Peter Rummell, CEO of St. Joe Company, who is sitting pretty. His company owns one million acres of land in Florida, far and away the biggest property owner in the Sunshine State. And that nickname is important, because, as you know, that sunshine is like a magnet, drawing thousands of new permanent residents each year.
Property values are soaring in Florida, and there are some doomsayers who think that bubble will pop some day, leaving lots of people seeing red.
But not Pete Rummell. When asked about that possibility by our favorite interviewer, Fox News Channel’s Neil Cavuto, Rummell’s response was short, sweet and cited his favorite stat. It’s one we’ll not soon forget.
Then there’s the case of the wrong person sent in to persuade audiences. We go back in time for this one, but it’s such a classic, the lesson still is appropriate today.
Terrorists were active in the Mediterranean region of Europe in the mid 1980s. They were targeting American tourists. As a result, US travelers started avoiding the area where tourism is the biggest industry.
Greece initiated a proactive campaign to persuade Americans to reconsider and visit that country. The Greek Tourism Board produced advertising and booked news media interviews. One spokesman appeared on Good Morning America with then–co–host David Hartman.
There are so many lessons to be learned from this example, but chief among them is: don’t send the wrong person to speak for your organization!
The Media Trainers® Re–winder Reminder:
- Sometimes statistics work, especially when they are extraordinary.
- Answers don’t have to be long and involved; in fact, they should be concise, to the point, easily understood.
- Remember, your ultimate goal is to leave a positive, lasting impression that will outlast the exact words you used, or what you did.
- And, as a reminder, keep your answers positive whenever you can. That posture helps reinforce your expertise and your image.
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