What percent of information from TV does the speaker say people remember?

Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

The #1 Skill Most Founders Skip—And It’s Costing Them Big | Blaze PR - Matthew Kovacs (Podcast 478)

31 May 2025 · 1 min

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Matthew Kovacs explains why most founders skip media training, which costs them millions. A Berkeley study shows only 7% of TV information sticks, so he teaches founders to nail short sound bites through filmed role plays and timed exercises that build confidence in front of cameras.

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Cal Berkeley did a study probably in the 90s. But it's really that if someone's on TV, it's only 7% of the information that you're saying is what people remember. So that's why you need to repeat it. You know, at least it's that adage of seven times. But it's also what you're wearing, how you're standing, how you're engaging with the reporter, because you have to exude that confidence. So we really walk through that in the media, training one on one and role plays and film it. And you'll have people, their. Their peers sit and grade them how they thought they did. So that gets ingrained in them of like, okay, I have to think that when I'm talking to a reporter, it's not just about what I'm saying, because this TV station will also cut it up. So you might think you're telling a linear point, but it might have, you know, different cuts in it as well. And then we do a roleplay game of the sound bites and with the timer and be like, no, you're too long. And, you know, the. The old story was the elevator speech. You know, used to be a sixth floor. You know, by the time you get to the bottom, you could tell your story. And now there was an article about that's really third floor. So if you get on floor, you only have that much time to tell that story of who you are, what you do, and why you're different.