Ah, gotta love last minute media coaching! Just counseled the director of a senior living community in O’Fallon who will be on the radio tomorrow morning.

Yes, I did give her a page of talking points so she would feel comfortable, but the most important thing I told her?

Just be yourself … PEOPLE RELATE TO PEOPLE, not a building, not a service, but another person who can convey credibility and trust.

No matter what you plan to say if the delivery is not sincere, the media placement is not valuable. The old saying, “it’s not what you say, but how you say it, really holds true in this regard.”