“I’m here so I won’t get fined…”

With a $500,000 fine looming, Seattle Seahawks running back Marshawn Lynch made a bizarre appearance at Super Bowl Media Day. The famously tight-lipped running back gave a big eff you to reporters and the NFL who forced him in front of a microphone for the leaque minimum five minutes by responding to 25 straight questions with the same answer: “I’m here so I won’t get fined.”

All of this begs the question: Why not hire a media trainer?

Last year I detailed how to eliminate your stage fright. But for some, reading a column and taking a bit of advice isn’t enough. I mean, even kings need special exercises ala Colin Firth in his Academy Award winning turn in the “The King’s Speech” …

“I’m a thistle-sifter. I have a sieve of sifted thistles and a sieve of unsifted thistles. Because I’m a thistle-sifter.”

Whether giving an interview to CNN, speaking to an audience of 1 to 1,000 or facing a camera, getting the proper training enables the comport you need to help you avoid the mistakes that everyone makes.

In my early media days I was given a guide to conquering the media. I still have it an it’s been invaluable for decades as both a speaker and a trainer. I call it the Holy Grail of Media…perhaps that’s a stretch…

• Don’t be afraid of the interview.
• Keep in mind that the great majority of reporters are cordial people who are not out to harm you. They just want to get a story that will satisfy their editors and go home to their family.
• Reporters hate when someone misleads or lies to them. Reporters don’t like it when their stories have to be corrected through no fault of their own and because of inaccurate information provided to them.
• Don’t “wing it.”  Come prepared with notes  regarding the topic. 
• If you don’t know the answer to a question, tell the reporter that you’ll get back with an answer. 
• An interview is not a legal hearing. It’s okay to tell a reporter that some information is proprietary.
• Just because a reporter puts away a notebook or turns off a tape recorder doesn’t mean the interview is over and you can say anything without it being used. 
• If a reporter makes a statement that you do not agree with, say so. Remaining quiet may give the impression that you agree. 
• Don’t answer if you are not sure of a reporter’s question. Always ask for a clarification.
• Never say anything negative about an individual or company.
• Don’t stray from the subject of the interview to comment on the day’s news. That might open up a new line of questioning.
• If a print reporter signals that the interview is over but the client wants to provide additional information, it’s okay to ask the reporter for a few more minutes.
• Reporters like facts and figures. Instead of just voicing an opinion, back it up with facts and figures.
• Prior to departing, let the reporter know how you can be contacted if additional information is needed.
• And most important, never lie to a reporter.

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Okay, so where am I? 

Yes, I’m back in Tokyo wrapping up filming of my wacky and oddly-popular Japanese television show. Let me be the first to tell you that Japan is a lesson in culture shock. I mean every country has its quirks and eccentricities, but few are on par with this island when it comes to strange and unique activities. So, before I get to the 2:00 AM temperamental actress drama, let me tell you about some of the oddities I discovered.

THIGH-HIGHS

Click to enlarge.

Forget about permanent ink, the latest rage in the Japanese ad game is to have is an advertisement painted on your thighs. Oh believe it, Anime wannabees are renting out their thigh space to the highest bidders. According to the data, over three thousand women (aged 18 and older with 20+ connections on social media) have already signed up to pimp their legs out.

Some PR consultant named “Atsumi” (sorry this may be inaccurate because news stories fly at you faster than the dirty look your wife gives you when you’re “working late”) says that women’s thighs are the perfect place for a walking billboard. “Guys are eager to look at them and girls are okay with exposing their thighs.” (What a prince of a guy!)

The idea to use the human body as advertising space isn’t new. Some boxers have let their bodies do the speaking in big fights. The Legvertising guerrilla campaign by a New Zealand clothing company caused a big stir a few years ago when they used women’s legs to spread their message. It works though…everyone notices.

Note to self: Find out what the third picture means!

TOILETS

Narita Airport isn’t your standard Asian stopover … they have the best toilets. Never will a better buffet of bathroom choices be presented in a public room of rest. Seat warming, deodorization, massaging, cleansing of the buttocks — Why are we Americans living in the dark ages of toiletry?

ROYALTY CHECKS

Back in the depths of my terrible 2012 disaster year (buy the book due in 2018 for details), I wrote and produced a TV commercial for culinary giant Lotte, a well-known purveyor of sweets and ice cream. The tasty Zacrich treat is vanilla ice cream wrapped in a crunchy cone and sealed with chocolate puff coating. The on-air talent consisted of seven gorgeous models-turned-actresses that were also known as The Zacrich Girls. (Okay, not the most innovative name, but hey, don’t blame me) and one wore sexy costumes shaped like the Zacrich ice cream. At the end of the commercial, the girls shriek” “Please take a big bite.” I never thought a lot about the work and I had imagined that most of them probably turned to thigh advertising. As it turns out, the thirty second ditty is quite popular and still running a full two years later, which begs the question: Where are my royalty checks?!

The irony of it all.

IRONY

Back in March, I smirked at the Dolby Theatre during setup days at the 2014 Oscars. I noted on my Flickr account that the Japanese actress on the left did her darnedest to gain attention with a press entourage of 50+. It was quite funny. The irony? She wound up working on my show.


THE 2:00 AM TEMPERAMENTAL DIVA

As the last hour of a party is very dangerous, the day before shooting a big scene carries the same peril. After all, that’s when the really dubious choices get made. Sure, have another drink. Take those mystery sugar cubes being offered by a stranger. Go home with an obviously bad idea. Visit your favorite screenwriter at his hotel room at two in the morning when your call time is six. Yes, there’s a small window when everything seems possible, between when the good times arc and when you wake up in a bear trap. The sense of possibility is thrilling, but it’s always a crap shoot how the day following those spontaneous choices will roll out: jubilation, lament, or all of the above?

Take my favorite diva (pictured in from my Instagram post) Izumi. She is a scintillating private actress in Asia. And no no, no that isn’t “Hollywood Speak” for “adult actress.” She does private one-woman shows for the affluent businessmen there. She is the toast of the aristocratic Asian CEO Party set. When she feared at twenty-nine that her youthful radiance was waning, because she wasn’t getting the plum lead roles of Japanese television and cinema, she bullied her way into my show using her connections to elite Western European producers. Turns out that her part had a some juicy bits, including content that FX and AMC might be forced to run the traditional “Due to sexual content, viewer discretion is advised” placard before rolling the scene.

2:00 A.M is no time to pout.

The drama-filled rehearsals moved the dynamic and oft imperious personality of Izumi — demanding, insisting, daring, improvising, brushing aside protocol, refusing to be dominated for long stretches. She was difficult, but talented.

Filming was set to begin only hours away when a pounding emanated from the thick door of my hotel suite at the Mandarin Oriental Hotel. I opened the door without checking and in burst Izumi in her mini-mini skirt that barely covered her toned, long legs. Steam was surging from both of her ears.

She proceeded to park herself on my couch and demand a rewrite on her upcoming scenes because her co-star smelled so bad. It’s easy to imagine the pent-up fury she felt when, after waiting years for a role she felt worthy of, she was stuck with this minor part and a co-star whom was scorning her pleas to bathe. I offered to call his people and request that he practice some basic hygiene but she was hell bent on getting the entire part redone, right then, right there. I told her I was going to sleep.

Wouldn’t you know it? She started singing some K-Pop song and promised to keep going until the morning call time. The agony of listening to this madness drove me to call the show’s producer. When I connected, he was none too happy and wanted an “immediate 20-word explanation.” I explained and he said to call Izumi over and put her on the speakerphone. His terse thirty-second lecture sounded something like this:

When he was done with her, she picked up the phone’s receiver and handed it to me. He informed me that she would not be bothering me anymore and wished be a good rest of the evening, assuring me I did the right thing, and hung up. The follow-up conversation went something like this:

ME: What did he tell you?
IZUMI: He said that if I bothered you again you would kill me.
ME: Kill you? You mean for real?
IZUMI: No. He said you would kill my character after I did the scene with the smelly guy.

EPILOGUE…The smelly guy wound up having to bathe and his character was killed by the end of the season.

BOWING

Bowing in Japan may be used as a greeting, introduction, show of respect or apology. There are several types of Japanese bow that are useful to know. But, let’s just say you want to avoid doing the Larry David S**T Bow:

I found this handy guide to bowing (note that the last five are apology bows because apparently you say sorry a whole lot if you live in Japan).

1. Greetings: It’s common to give a little 10° nod of the head and shoulders to greet a friend. A similar gesture can be used to say goodbye. 
2. Introductions: In both formal and casual introductions it’s expected to bow 30° with your upper body. It’s important to keep your head and shoulders straight and hands to the side.  After exchanging meishi do a bow and hold for 1 second or so. There’s no reason to keep eye contact during a bow (in fact it’s considered bad form). Keep a distance to avoid bumping heads (it happens). If the person you’re meeting is very important bow 45°. Never bow and shake hands at the same time. 
3. Bows of Respect: A bow is an expression of humility. It always indicates respect. 
4. Sports Bow: Another bow of respect is the bow between opponents before a sports match. This is often a shallow bow of 20°. 
5. Religious Bow: It’s also common to bow to the gods at a Shinto shrine. This is often a shallow bow of the upper body. 
6. Martial Arts Bows: Japanese martial arts have their own conventions of bowing. Great respect is paid to your sensei (teacher). It’s also important to show respect to your opponent. 
7. Bowing to Customers: In Japan, customers are considered gods (of sorts). It’s common for staff to bow to customers. This is usually a bow of the upper body of around 20°. 
8. Bows of Thanks: If someone lets you ahead of them in line it’s common to give a shallow bow of the head in thanks. It’s even common for automobile drivers to bow to each other for small courtesies. 
9. Performance Bow: As in the West, it’s common for performers to bow in response to applause. This is usually a shallow bow. Here Geisha perform a very deep bow. 
10. Mild Apology: A mild apology involves a bow with the head of 10°. This can be used if you bump into a stranger or cause a minor inconvenience to someone. For example, if someone holds the elevator doors for you. Say sumimasen (excuse me or I’m sorry). 
11. Regular Apology: If your boss is mad at you — a 45° bow of the upper body is in order. Hold the bow for 5 seconds. Say sumimasen deshita (I’m sorry for what I did). 
12. Serious Apology: Let’s say you’re a company CEO and your company releases a defective product. At the press conference you may apologize with a long 45° bow of the upper body. It may be appropriate to hold the bowing position for 15 or 20 seconds. Say moushiwake gozaimasen deshita (I’m very sorry for what I did). 
13. Panic Apology: Let’s say you’re a waiter and you spill hot coffee all over a customer. You may do a 45° bow over and over again to indicate how sorry you are. Repeat moushiwake gozaimasen (I’m very sorry) with each bow. 
14. Very Serious Apology: Let’s say you’ve committed a serious crime and you’re apologizing to the victims. You would bow from a kneeling position. Say makoto ni moushiwake gozaimasen deshita (I sincerely apologize for what I did).

OTHER ODDITIES

Faux surgical masks are standard faire for plan rides and public transportation.

Lloyd’s brand microphones are still the rage for many press conferences.

The Zacrich Girls take a big bite!

Apparently Tommy Lee Jones doesn’t smile in Japan either…

…people sit behind ice blocks at Icebar Tokyo and after paying an entrance fee of 3500 Yen (which includes one drink), customers can borrow a coat upon entry. Everything in the bar including the counter, the wall, table, glasses, chairs are made from blocks of ice cut from Sweden’s Torne river…

Note: Some pictures were contributed.

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Ben Affleck in the upcoming Superman vs. Batman Flick

after his first appearance, the caped crusader joined Superman at the New York World’s Fair where action figures were given away as carnival prizes. Today, the iconic bat-logo is liberally applied to an endless array of merchandise, yet the most successful tie-ins are often those that provide the experience of being Batman.

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As always, my client looked a little cross-eyed after
five-and-a-half hours of SEO, PPC and CRM

Who knows what evil lurks inside the plastic hell?

talk. Marketing buzz words layered
with endless rationale will do that. Shoot, hearing about website analytics
will bore the best of us, but this is what pays bills and clients usually go
with your gut feeling as long as you have your act together backed by this
boring details. Life can’t always be chatting with movie stars, Miss USA’s and football
owners. The routine, perfected after thousands of cycles and repetitions, is
what makes guarantees success.

Eurasian keys are still keys in every sense…

…and wildly more reliable.

Yep, this looked like Steve and his girlfriend.

“I didn’t call him to tell him about you, we’re in the
middle of nowhere and you disappeared.  I
called him to see if he knew where you were. I was worried about you baby.”

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I just returned from another trip to Damascus planning the 2011-13 Media and Communications Plan for Syria and things couldn’t have gone better.

I mean I don’t usually pat myself on the back, but here is a case where I am compelled to do so. I mean it’s not often David bests Goliath. Here’s a case where I was told something was impossible and we made it very possible.

Q: Did you ever think that Syria could get positive press in North America media?

A: Well, they are!

***Warning – Shameless Self-Promotion***

And, it’s all because of the innovative and distinctive first ever North American Delegation to Syria in October 2009 that we lead at Unique Image, Inc…

-U.S. Sanctions? No problem.

-No Twitter or Facebook access? You don’t need them with all of the turn of time attractions from Crusader Castles to Roman ruins.

-No American brands, like McDonald’s and Starbucks? Substitute with old world hospitality of the bustling restaurants with five-star food.

We have been able to overcome it all and and gain phenomenal press across the continent (8 million in circulation and counting!). I’m talking about top publications like More, San Francisco Examiner, ALO magazine, Travel Weekly, Philadelphia Inquirer, Dreamscapes, Four Seasons magazine, Long Island Pulse, Reviewit, and more.

Now comes the hard part:::keeping it going. You can bet that we can and will. The only thing that could ever stop us is conflict in the region.

We’ve launched pioneering international programs partnering with government and economic developmental agencies, trade associations and chambers of commerce. Our efforts have greatly expanded the scope of cultural, consumer and business-to-business prospects in the U.S. and the Middle East. We are the folks that guided historic sister city agreement between Los Angeles and Beirut signed into effect by the Los Angeles City Council.

Make the impossible, possible?

I love the sound of that.

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