Communicating Better With the Media
Jess Ponce III, co-founder and owner of Media 2x3
Creating media relationships and developing a mutually-beneficial one can be puzzling, challenging and at times, frustrating, yet Jess Ponce III has some helpful insights.
Ponce is the co-founder and owner of Media 2x3, a creative agency and media-company that develops and packages personality, entrepreneurial, and media talent. Here, he speaks of the importance of opportunity, intelligence and implementation of successful strategy to precisely communicate your value.
Working with the media to provide its professionals something they will like, and earning something in return, now or down the road, can be accomplished.
“There is no margin for error into today’s media. It’s important to be strategic in whatever platforms you use by having clear, well-developed messages. And often you have one shot in a limited amount of time to create impact,” Ponce advises. “If you’re a leader or professional, there are three key elements to consider when utilizing the media. They are your audience, your agenda, and your call to action.”
He calls this, “The A Factor,” and says deeply understanding and applying it skillfully “is key to optimizing media moments.” Ponce describes how it works.
The A Factor breakdown:
Audience: Clearly define your audience and what they need or want. Be as specific as possible.
Agenda: Identify three key points of your product, service, or offering that are important to your audience. Make sure these points speak to their sensibilities and emotions, not that of your advisors or investors. Also, keep it to three. Less is more.
The Call to Action: Have a clear and intentional ask or offer. This is the plug. Deliver it honestly, directly, and briefly. People appreciate authenticity.
There is a reason for this approach, Ponce insists. “When you put ‘The A Factor’ to work, you not only inform others about your product or service, you connect the dots for them. This is what you want to do in all of your media efforts. Speak to people’s hearts and heads,” he says.
Body language within communication is not something most people consciously think about nor do they understand how important it can be in how they and their message come across. Ponce has something to say about it.
“People can say one thing, but mean another. This double-bind, or contradiction in communication, happens every day. It occurs in both personal and professional conversations,” he says. “That’s why it's important to know that communication is so much more than just words. Understanding non-verbal cues and context are important.”
When body language and communication are aligned, there is clarity created for those with whom you are communicating. “When someone’s words and body are aligned you know it. You feel it. You see it,” Ponce says. “When they are not aligned you also know, but might not be able to pinpoint the discrepancy.”
Because this is so important, he offers an advisory on to examine when it comes to non-verbal cues. “Eyes say everything, including whether or not someone believes what they are saying. Hand gestures indicate someone’s passion and conviction in the subject. Body positioning indicates comfort with the topic and the receiver. Pacing and energy of exchange indicates how much someone is engaged,” Ponce says.
Additionally it is important to examine situational variables. “Communication is contextual,” Ponce instructs, “so pay attention to environment — where the exchange takes place, whether it’s in a private office, coffee shop, or noisy hallway (because it) truly impacts the comfort and willingness of both parties to share. Timing — both the time of day and length of the exchange are key in determining the mood of the individuals and whether they feel comfortable. Relationship of parties — our openness depends on our relationship to the other person. With some people, we are comfortable and just speak. With others, we watch our words.”
While it depends on the individual sometimes, there are common areas where people err in their communication that have relatively simple adjustments and fixes for improvement or remedy.
“When you are talking to someone, do you ever feel like the two of you are having two completely different conversations? Chance are you might be. There are three different types of dialogues we engage in on a daily basis. Each of them has a different purpose,” Ponce says. “Conversations of relationship: interpersonal dialogue that builds report and connection. Conversations of possibility: creative dialogue that is curious and exploratory. Conversations of action: definitive dialogue that is intended to solidify some outcome.”
There are problems that can be encountered within these conversations, if not as a pattern then certainly occasionally.
“Communication breakdowns happen when people are not clear on their own intention or (realize) the intention of others,” Ponce says. “Give some thought to what you want. Then explore what the other person might be after. If you’re not clear, ask. You might be surprised at the results.”
