There's a lot we can learn about making a great impression on the public from the mouthy, fast-talking and often obnoxious boss of Ryan Air, Michael O'Leary.
Much of it - though not all of it - is about what NOT to do. Mr O'Leary has been outraging large sections of the public for years - by advocating highly contentious things like charging for using Ryan Air toilets on planes and having a standing zone where passengers don't have a seat. And while many businesses at least pretend that their clients are always right, the Ryan Air Chief Executive is happy to say "the customer is nearly always wrong". (My clients are of course always right - except where they are paying me to correct their bad communications practices.)  But despite his massive ego combined with a certain lack of sensitivity, Michael O'Leary himself has now realised that his role as company spokesperson has become counter-productive. As a result he says he's stepping back from doing media interviews. This is bad news for those who like big splashes of colour - and often colourful language - in their business news. But it could be good news for Ryan Air shareholders as Mr O'Leary has admitted that his belligerent style was becoming a liability. "I'm getting in the way of the brand stuff," he confessed as Ryan Air prepares a more carefully speaking replacement to go before the cameras. This followed a profit warning and Ryan Air being rated the worst of the one-hundred biggest brands serving the British market by the consumer magazine "Which?" If you want to be reminded of just how adept Michael O'Leary has been at irritating and shocking his customers and potential customers, check out this interview on America's Late Show. However Mr O'Leary deserves some praise from a media impact perspective in that you should never allow yourself to come across as dull or boring. He's a master at grabbing attention and headlines. But there are limits to how far a wise company spokesperson should go when it adversely affects customer relations and company image. Expressing individuality by being yourself on the media can be a great thing. But if it's done at the expense of tarnishing your company reputation then it's time to let someone else to talk to the cameras. In my media interview master classes we allow you every opportunity for you and your colleagues to see yourselves back - so that you can judge yourself from your customers' perspective and ensure that you are coming across portraying the company image which you want. |
THE O'LEARY TRIBUTE - WELL SORT OF...
So before he disappears from our radar, it's time to go back over some of the highlights - or lowlights - of Michael O'Leary's entertaining but outrageous career as a spokesperson. In doing so we should give credit to the magazine Management Today. It has highlighted some of the more gobsmacking O'Leary quotes. But what I particularly like about their portrayal is that they contrast each O'Leary quote with what a typical and more mundane company spokesperson would say. Here's a selection: Typical Spokesperson: "Plane incidents are pretty rare these days and even then, our pilots are well-trained to deal with emergency situations and can resolve any problems which arise." O'Leary: "Seatbelts don't matter - because if you crash in a plane you're all dead anyway." Typical Spokesperson: "Flying is the first part of your holiday and it should be as enjoyable and luxurious as your hotel." O'Leary: "The problem with aviation is that for 50 years it's been populated by people who think it's this wondrous sexual experience; that it's like James Bond and wonderful and we'll all be flying first class when really it's just a bloody bus with wings." Typical Spokesperson: "I'm afraid, in this instance, you're not entitled to a refund." O'Leary: "We don't want to hear your sob stories. What part of 'no refund' don't you understand?"  Typical Spokesperson: "We always try to encourage responsible use of alcohol on board." O'Leary: "If drink sales are falling off, we get the pilots to engineer a bit of turbulence. That usually spikes sales." Typical Spokesperson: "We firmly believe the customer is always right." O'Leary: "People say the customer is always right, but you know what - they're not. Sometimes they are wrong and they need to be told so." Typical Spokesperson: "We find our value-for-money fares resonate particularly well in the German market." O'Leary: "Germans will crawl bullock-naked over broken glass to get low fares." Typical Spokesman: "Our flights make the perfect break from the daily grind - a time when people can really switch and relax." O'Leary: "Anyone who thinks Ryan Air flights are some sort of bastion of sanctity where you can contemplate your navel is wrong. We already bombard you with as many in-flight announcements and trolleys as we can. Anyone who looks like sleeping, we wake them up to sell them things." |
INVEST A DAY TO BE A STAR - SPECIAL OFFER FOR READERS
So are you up for having a more bedazzling and more profitable impact by enhancing your communications powers - without the negatives that Michael O'Leary has engendered? And are you prepared to invest a high-challenge, high-reward day to uplift your ability to connect more persuasively with your prospects, clients, staff, financiers and the public? There's currently a special offer on my exclusive one-to-one communications package: "Become That Inspirational Business Leader In A Day." This tailor-made transformational programme allows you to concentrate on whatever you need to do most: # Project yourself as an inspiring leader to audiences of all sizes - with confidence, impact and pizzazz # Supercharge your business conversation skills so that you're fully connecting with those around you - and giving great answers to the toughest questions that make their way to the top # Discover the secrets of getting free media publicity when things are going right - and allow yourself to communicate smoothly and effectively if things ever go wrong.  Your individual programme is designed to provide what you need to propel you towards your highest possible level. It's an investment and a challenge that pays dividends straight away. Here's what business leaders say: "It was truly amazing to observe how people could improve their performance, after just a short session with Michael." Luiz Paulo Ferrao, Owner, Vistage Brazil "I initially met Michael when he was presenting at our monthly Academy for Chief Executives meeting. Following this I asked him to coach me privately on improving my presentation skills. After just one day there was a huge shift in my confidence and abilities as a public speaker. Michael's observations advice and feedback were invaluable and inspirational." Paul Brooks - Joint Managing Director, Shop Fitters Direct. There are more details about "Become That Inspirational Business Leader In A Day" at: www.michaeldoddcommunications. The special offer lasts until 16 January 2014. I'm seeking to build up testimonials under the new title, so the one-day package is available at a heavily discounted rate until then. Because of transport costs, the special offer varies a little depending on where you're located. To find out what special offer is available where you are, email your location to enquiries@ |
BEING INSPIRATIONAL - AND (HOPEFULLY) BEING FUNNY
As a professional speaker who addresses conferences, I seek to do what the first managing director of the BBC, Lord Reith, said his new organisation aimed to do: To inform, to educate, to entertain.
 I also see my role at your conference as being an "audience shifter" - persuading those listening that they can become more inspirational in their communications and to show them how to do it. More details at: www.michaeldoddcommunications. On a good day the audiences laugh at some of my lines (yes really!). So I like to think that business speakers can - and should - amuse our audiences too. One of my speaking colleagues in America does this particularly well. He's Mark Sanborn who speaks on serious business topics - but who is pretty good at getting laughs along the way.  The gory details are spelt out here: As Mark says, if a business can add value to animal excrement, you can add value to anything. I hope you find that inspiring. And I hope it encourages you to invite professional businesss speakers to your next conference who are prepared to make your audience both learn - and laugh. Keep smiling, Michael |
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