Another Shining Example

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  • May 18, 2010
  • Starr Million Baker

Long-time INK client Mike Foley of Bluetooth fame was a guest on Larry King Live last night.

Mike Foley, Bluetooth SIG, talking with Larry King

I’m not sure who was more nervous of the two of us, but if it was him, he sure didn’t show it. In the last Fresh INK post, Kari mentioned Wilson Rothman as an excellent interviewee, doing all of the things we recommend to our clients re sound bites, staying on message, etc. Well this time, the shining example is our client – and we are so impressed and proud (though we certainly don’t claim his success, minus all of the practice he’s had over the years through the interviews we’ve set up for him ;-)).

What did he do right? He smiled (engaging), he spoke in real language (sometimes hard for a tech guy – again, engaging), he spoke to what he knows and deferred topics on which he’s not an expert to someone else (staying on message), he shared information that was of interest to the audience, of interest to the reporter, and in his best interest (staying on message), and lastly he had a pretty memorable sound bite (Bluetooth headsets transmit 1/1000th of the power of a cell phone – go figure!). He was also extremely quick on his feet on this live show, which is hard for even the most seasoned spokespeople to do and he did it well.

Kudos to you Mike! You know me, I don’t mind giving the critiques when needed, but this time – not a critique to be had in the house. Check it out:

Mike Foley, Bluetooth SIG Executive Director

MICHAEL FOLEY, BLUETOOTH SPECIAL INTEREST GROUP: Sure, these are two examples of wireless headsets that you wear in your ear to take phone calls. So then your phone can remain in your pocket, in your purse, in your briefcase, and then you don’t have to hold it to your head. Many new cars now have Bluetooth built in as well, where it uses your speakers for basically a hands-free kit in the car. Of course, everyone is not going to go out and buy a new car, so you can get aftermarket Bluetooth speaker phones as well to use in the car. These you can clip these on the dash right above your head. You can make the call and not, again, have to hold the mobile phone to your head while you’re driving. Of course, while you’re driving, that’s the law in many states and many countries around the world as well.

KING: What are your thoughts on the study released tomorrow?

FOLEY: I found it very interesting listening to the experts, and thought it was very confusing. I don’t think they really know right now. And the other thing I didn’t hear any of them talk about all of these were phones from 15 years ago, 10 years ago because they’re 10- year studies. Think of what your phone was like 10 years ago, Larry.

KING: I think I still have the same one.

FOLEY: You’re the exception. Most people in America in a ten-year period would go through four to ten cell phones. And they transmitted with a lot more power back then than they do now. Like everything, the technology changes over time. And how you fit that into the study is very interesting.

KING: What’s the difference in the power transmission between a cell phone and Bluetooth?

FOLEY: A bluetooth headset or speaker phone uses approximately one one thousandth of the power.

KING: One one thousandth?

FOLEY: Exactly. It does depends on your mobile phone and Bluetooth headset. But, give or take, that’s roughly the amount.

KING: I believe Dr. Ottis Brawley is still there. Are you there, Dr. Brawley?

BRAWLEY: Yes, I am.

KING: What do you think of the Bluetooth?

BRAWLEY: I think that for people who are concerned about cell phones concerning brain tumors, using a Bluetooth or a wired device is a very reasonable thing to do. I don’t want people to be panicked and not use their cell phones over all of this, or be confused. If you’re concerned, use a wireless device or a Bluetooth.

KING: Isn’t you safer? Wouldn’t you be safer using a Bluetooth?

FOLEY: It sounds like it. I’ll leave that up to the medical experts. But if you can use something that uses one one thousandth of the power, and it really doesn’t change your use patterns — just put this on and take the call like you normally do — why not do that. It seems prudent to me.

KING: Quickie, where did it get its name?

FOLEY: Bluetooth was a Danish king around the 900s. And he united the Scandinavian countries. The original concept with Bluetooth was it was a technology that would unite the mobile phone and personal computer. And Bluetooth was originally created by people in those countries at Eriksson and Nokia. So that was the code name and it stuck. It’s been the name for over a decade now.

KING: You can buy these anywhere?

FOLEY: Sure. Any electronic store, you mobile phone provider store, they all have headsets, car kits. Of course, as I mentioned, most new cars come with it now.

KING: One one thousandth?

FOLEY: Yes.

KING: Thanks, Mike. Thanks, Dr. Brawley. Thanks to all of our panel. We’re going to do a lot more on this.