A recent CTV interview with Sophie Gregoire-Trudeau filmed days before the Canadian federal election, reveals much about the woman who stands “shoulder to shoulder” with the newly sworn in Prime Minister. The interview was not only a window into the family’s core values, it also revealed why she’s a rising media star.
Across generations, Sophie Gregoire-Trudeau has struck a chord. She carries the type of authenticity that doesn’t require age to connect.
In watching the interview, it’s apparent that Sophie’s style of openness and ability to make a connection with people is precisely what makes her so appealing and relatable. You see she’s human.
At Peak we often prepare our clients for media interviews. Whether it’s for print, radio or TV, interviews can be intimidating if you’ve never been put in the hot seat.
Through media training, we help people feel confident and in control of their conversation before they speak with media. There are a few things we could learn from Sophie’s CTV interview. Here’s what she got right.
Know your key messages
While the media may ask the questions, it doesn’t mean they dictate the conversation. In fact by knowing your key messages, which is an essential statement, thought or idea you want to get out in your interview, you remain in control of the conversation.
For Sophie, her key message throughout the conversation was that regardless of what changes around them, “within we’ll stay the same”.
Offer sound bites
By keeping her language simple, short and without jargon means her message is easy to understand. By doing so, Sophie adds more power and credibility to her response.
Here are a few sound bites, which reflect her key message:
“whatever things you go through, you stay true to who you are, and your core values”
“how you grow out of adversity is a reflection of who you are and who you can become”
Talk like a human
While none would mistake Stephen Harper for talking like a human (watch him talk about his love for TV shows), Sophie speaks with a natural tone, and it never sounds like she’s reading from a script.
When the reporter asks about her children’s reaction to the potential change to their lives, she repeats her key message, “I answer honestly. Inside we’ll still be the same people.”
Open body language
Crossed arms, shifting gaze and fidgeting are just some of the non-verbal cues of someone who is uncomfortable. This could translate to public mistrust and leave doubt in the message that is being delivered.
From the way she leans forward in her chair, to her open legged-stance, warm smile and animated gestures, Sophie exudes an easy openness, which translates to trust. Not only do you want to hear what she’s saying, you believe her.
To engage the Vancouver public with the Kitsilano Showboat, to tell its stories, and to encourage people to attend the shows.
Campaign
Peak worked pro bono to help Kitsilano Showboat garner publicity relating to their 80th anniversary season from June-August. To help achieve media results, Peak created targeted pitches for local media outlets, including a pitch about Canada Day.
Key Results
Media coverage resulted in over 1.8 million media impressions and included:
Great River Fishing Adventures (GRFA) wanted to publicize a record sturgeon catch. The goal was to highlight the unbelievable size of the prehistoric monster fish, the excitement of the catch would attract more business as a result. Great River Fishing wanted to express their underlying passion to see that the Great White Sturgeon population is preserved and maintained by the catch and release and tagging program.
Campaign
Peak worked with Great River Fishing Adventures when an elderly British couple caught a 12 foot – 4 inch long Great White Sturgeon on the Fraser River in July 2012. Peak Communicators worked quickly to have media interview the visiting tourists aboard a Great River Fishing boat with hand-out visuals provided. With dozens of TV, radio and print stories that resulted, the story had International media coverage.
Every time a huge sturgeon is caught, Peak has turned on the publicity machine. It’s worked every time.
September 2012 – A Kamloops accounting firm doing a 30 person team-building
Paul caught a 10 foot – 10 inch long sturgeon
June 2014 – 19-year-old Paul Jarvis and his dad from Atlanta on their first fishing trip together
The firm owner caught an 11 foot – 8 inch sturgeon
June 2015 – A nine year old boy and his dad from Atlantic City, NJ dreamed of catching a big sturgeon
The 4 foot tall boy pulled in a 10 foot – 1 inch long sturgeon
Key Results
Over a four year period, Peak and GRFA’s marketing man have worked effortlessly together. We secured hundreds of online articles and traditional media hits. In the process their business has grown and they are industry leaders. They are acknowledged by Trip Advisor as the #1 boat tour and water sports company in Chilliwack and they’ve attracted fishing TV series from all over the world to do episodes and segments on their company.
F-Pacific Optical Communications Co. Ltd. announced the establishment of their North American headquarters in Vancouver and plans to open a new manufacturing plant in Surrey that would create 200 jobs. The campaign resulted in over 50 pieces of coverage, equating to over 47 million impressions.
Hundreds of buyers lined-up at the WestStone Properties Evolve sales centre for an opportunity to buy a home in the 35-storey concrete condo tower in Surrey, which boasts prices starting at $93,900 during pre-construction.
The Nature Trust of British Columbia, a leading land conservation organization based in BC, recently called for donations to acquire and protect the Salmon Estuary River on Vancouver Island. Here lies a critical land that provides a year-round habitat for some of BC’s rarest wildlife and fish species, including Great Blue Heron, Marbled Murrelet, Northern Pygmy Owl, Roosevelt Elk, and eight species of salmonids.
Pacific Blue Cross, British Columbia’s leading benefits provider, supported Mental Health Week, presented by CMHA. This year’s theme for Mental Health Week was ‘Get Loud!’ aiming to promote ongoing dialogue and open discussion about mental health issues.
Avigilon provides end-to-end security solutions for businesses. Peak worked with Avigilon to tell its story as one of Canada’s fastest growing technology companies.
Prior to the sale of Canada’s smallest condominiums—Balance micro-suites—developer, Tien Sher, wanted to raise wide-spread brand awareness and encourage potential buyers to attend the opening of the sales centre.
The Campaign
Tien Sher worked closely with the Peak team to boost print, online, TV and radio media attendance at the initial opening of the sales centre, by pitching the Balance micro-suites as “Canada’s smallest ever condos,” measuring 305 square feet or smaller.
The Results
The campaign saw many media outlets attend the sales centre opening, to shoot live footage and interview key spokespeople from Tien Sher. Extensive media coverage was secured throughout metro Vancouver and wider Canada, including print, online, television and radio media hits, with a total circulation rate of over 20,000,000. Key media outlets included; Global BC, The Province, Vancouver Sun, CTV, The National Post, The Ottawa Citizen, Montreal Gazette.
