March 2011

When on TV: Don't Pull a Nixon

When appearing on TV, delivering a Webcam presentation, or speaking before a civic organization, yes, it is important to say smart things. However, study after study show: People remember more about how you appear than what you say.

An infamous case in point: the 1960 Nixon versus Kennedy presidential debate. Some 70 million Americans – more than two-thirds of the country's adult population – tuned in to that first-ever televised debate. Nixon is said to have won the debate on radio, but he lost in the public's eye due to how he appeared to TV viewers. CBS' Don Hewitt, who produced the debate, asserted, "That election turned on make up."

Peter Arnold is a faculty member with the Leadership Institute and president of Arnold Consulting. Arnold notes, "It's easy to feel ambivalent about a broadcast experience. First, the environment of a television studio is unfamiliar; the lights, cameras and activity can be distracting. Second, the realization that you're going to reach a large audience may produce some anxiety. Third, though you want to retain some control, you may be out of your environment and may not have any say in the final, edited product."

You can repeatedly have winning TV appearances. To start off on a solid foundation, Arnold offers the following pointers.

• Get used to the environment. Arrive early and look around to get your bearings. Grow accustomed to the chaos of technicians walking around so that you aren't distracted during the interview.
  
  
• Keep your poise. Remember that you are likely to be filmed from a variety of angles and the shots will range from close-ups to full-body shots that include you and the interviewer. Since you can't know what shot the producer will use, you should always look interested and comfortable.
  
  
• Look at the interviewer. After all, you're having a conversation with him or her; your audience is simply looking in on it. Poor eye contact signals disinterest or guilt.
  
  
• Address the camera only when directed by someone in the studio. There are rare situations in which this is appropriate (for example: making a plea to the audience or giving an interview from a remote location).
  
  
• Call the reporter by his or her first name. The viewers are on a first-name basis with those they invite into their homes via television. You should be too.
  
  
• Look your best. Dress conservatively and comfortably.
  
  
  • For women: Select a flattering style and color. Make sure your skirt is long enough so that lingerie doesn't show and it doesn't cause problems when you sit down. Bring an extra pair of hose and check for runs.
    
    
  • For men: Dark gray or blue suits (no vests) with light blue or other pastel, solid color shirts look good. With advancing technology, white shirts look fine on camera, too. Ties with red accents work well. Socks should be knee length in case you cross your legs. Remember to unbutton your coat when you sit. Check for stray hair, tucked in pocket flaps, straightened tie or droopy socks. Pull down your jacket in back.
    
    
• During interviews, sit forward in your chair, leaning slightly forward. This will help you project energy and enthusiasm. Remain seated after the interview is over to make sure your quick exit isn't misinterpreted.
  
  
• Don't be afraid to gesture naturally, using your hands to help you make points. Be careful not to play with eyeglasses, water glasses, or buttons. Don't hold your own hand too tightly or swing your legs or shift in your chair.
  
  
• Finally, remember the "uhs" and "ums" in normal conversation make us sound inarticulate on camera. Replace this with a pause; take a breath. You'll give the audience a chance to synthesize what they've heard, without being distracted.