GOOD SPEAKERS INSPIRE GOOD LISTENERS

It is a fact that effective communication starts with effective listening. 

It’s the full circle of output, receiving, processing and feedback.  The term feedback in Spanish is even more illustrative of what the process should be: retroalimentación.  Retro-nourishment.  That is, the person asking the question should be re-nourishing your knowledge and making your messages more effective. 

So, when you say to an audience: I want to make this an exchange of ideas, let’s make this a dialogue.  I encourage your questions.  Mean it.  Know that what you get from an attentive audience says a lot about your effectiveness as a good speaker and exceptional presenter.

If you honor your audience with things that are smart and useful, you will be rewarded with questions and feedback that are equally smart and useful.  

How nice when the world is reciprocal!

ONE MY FAVORITE RESOURCES:

The Art of Storytelling: from Parents to Professionals

Recognized performer and award-winning Professor Hannah B. Harvey of East Tennessee University teaches tried-and-true methods professional storytellers use to capture and hold onto an audience’s attention.

www.thegreatcourses.com/5NYT

OPEN MICROPHONE GAFFES AND MISSTEPS

It has happened to heads of state and titans of business: the presence of a live microphone at the wrong time and place.  Even the seasoned spokesperson may make regrettable statements at the close of a recorded interview thinking the microphone--and camera--have been turned off.

You would think that even experienced public figures should know better.  But they are human.  In truth, it is difficult to stay guarded and on message all of the time.

Consider these open mic incidents that made international headlines:

Former British Prime Minister Gordon Brown called a senior citizen a "bigot" on a BBC wireless mic from inside what he thought was the privacy of his chauffeured limousine.  Or an incident from 2000 when then-Governor George W. Bush mumbled to his running mate Dick Cheney that a New York Times reporter in the crowd was a “major league a-hole.”  The off-handed insult was picked up by an open microphone on the podium of the stage. 

There have been hundreds of incidents like these in the news recently.  And, the heated debate of the 2012 presidential campaign season increases dramatically the probability that gaffes will happen daily.

On the corporate front, CEOs have been known to make unplanned comments in elevators, rest rooms, gyms and hair salons.  Take the case of the president of a pharmaceutical company who got into a crowded hotel elevator after delivering disappointing news to a room full of industry analysts, shareholders and trade reporters.  

With a sigh of relief, he said: “Lucky they didn’t ask about the rumored merger ‘cause I would have had to come clean.”  A reporter riding the same elevator overheard the comment and pursued the story. It ran the next day, discrediting the integrity of the CEO and tarnishing the company’s reputation.

Moral of the story:  resist the urge to vent emotionally anywhere near an open microphone or recording device.  An elevator, limousine, gym, hotel bar and airplane are not places for comments or conversations about prickly subjects.  Remember that smartphones and the Internet have blurred the lines between traditional and citizen journalism. Anyone with an iPhone can record your voice or capture your image in a compromising way and instantly make it public.

MASTER THE SKYPE INTERVIEW

Skype and webcam interviews have made it to primetime.  All the major news outlets use them, but not all the spokespersons interviewed know how to use the medium to advantage.

Here are some basic tips for the Exceptional Spokesperson:

Use good equipment.

Make sure the equipment you are using has optimal image and sound quality, capture speed, excellent resolution and light correcting technology.  Two good models under $100, according to CNET, are Logitech HD Webcam Pro C920 and Microsoft Lifecam Studio Webcam. 

Set up the shot

Check seat height and angle---and avoid chairs that rock or swivel.  Make sure the height of the chair is set so that you don’t stoop down or look up at the camera.  Glance at the lens, not the screen.  Add a mirror or some focal point (I use a small stuffed animal perched next to the lens) to keep your eyes locked on the “eye” of your interviewer .

Check the background and clear the room

The background can work against you if there are random, stray, distracting elements competing with your image.  You can do one of several things: 

1. Use the background to advantage by showing artifacts and props that enhance your message. These could be tools or products of your trade, awards and trophies that speak to your competence.
2. Mask away distracting clutter by setting up a backdrop—either a 5 x 6-foot photo backdrop of a neutral color, logo wall, or simply improvise a backdrop using a blank wall or large piece of fabric in a pastel color, gray or beige. Roll-up photography backdrops that simulate a studio setting are available for under $125 on Amazon.
3. Practice and check the image area before the interview to make sure you are properly framed in the shot and that the backdrop edges are not visible.      

Unplanned backgrounds can distract from the power of your words and appearance.  Clear the room of extraneous elements like plants and picture frames.  Stage and prep the background for greater visual impact. 

Lighting, background and eye contact are essential for a good webcam interview.  Proper diffused lighting, a neutral backdrop and eye-level contact with the lens can turn an amateur interview into a polished one.

Establish the proper distance from the lens and microphone

Avoid fish-eye distortions by finding the right distance from the lens.   A medium shot is preferred so you can use your hands to gesture for emphasis.

Do not over-gesture

Remember that the webcam will slow and exaggerate your movements.  Avoid fast gestures, nodding, shaking your head, rocking in your chair, and rapid speech.  Bandwidth can vary even in the most high-tech office settings so don't assume your speech and movements will always be in sync.

Check the lighting

Set up proper lighting 360—degrees to avoid shadows and compensate for the ghost-like glow of the monitor.  Diffuse desk lamps if necessary with a piece of copy paper or light cloth.  Avoid windows and exterior light sources.

Dress appropriately

Dress as you would for an in-studio interview, though you may just need to do so from the waist up.  Women: remember the basic makeup tips and that less is more.  Men: translucent facial powder will get rid of an oily shine without adding color.

Smile and relax

THE MAKEUP THAT WON THE ELECTION

On the eve of the 2012 Democratic National Convention, it is worth noting that the first-ever televised presidential debate took place 52 years ago. 

On September 26, 1960, 70 million TV viewers tuned in to watch Senator John Kennedy of Massachusetts and Vice President Richard Nixon state their arguments.  It was the first of four televised "Great Debates" between the two candidates.

The Great Debates marked TV’s grand entrance into presidential politics. They afforded the first real opportunity for voters to see their candidates in competition. The visual contrast was so dramatic that voters who heard the debates on radio thought that Nixon had won, while those who saw the black-and-white telecast considered Kennedy the clear winner.

The Kennedy-Nixon debates are legendary as well because of the role that makeup played in benefiting one candidate versus the other.  Though accounts vary regarding if Kennedy wore makeup for the first telecast or simply sported a great California tan, one clear lesson from this moment in history is that Nixon’s refusal to wear makeup may have cost him the presidency that year.

The Great Debates of 1960 made television and election history.  Nixon later admitted that it was a mistake to refuse makeup.  

Kennedy used effective body language and dressed in a contrasting "power"suit. Nixon, in a drab gray suit, looked uneasy and awkward in his chair.

Here’s the story:

In August of 1960, Nixon had seriously injured his knee and spent two weeks in the hospital with the flu. By the time of the first debate he was 20 pounds underweight, his pallor poor. He arrived at the debate in an ill-fitting shirt, and refused makeup to improve his color and lighten his perpetual "5:00 o'clock shadow," after overhearing his opponent refuse makeup for himself. 

Kennedy, by contrast, had spent early September campaigning in California. He was tanned, confident and well-rested. "I had never seen him looking so fit," Nixon later wrote.

Viewers who watched the first debate saw Nixon still sickly and obviously discomforted by Kennedy's smooth delivery and charisma. The television audience focused on what they saw, not what they heard.

In the subsequent three televised debates, Nixon was outclassed again by Kennedy’s telegenic presence, body language, astute choice of wardrobe and poise. 

More than once, Nixon wore a gray suit, which provided little contrast with the background of the set.  He also had a tendency to sweat profusely under the hot studio lights and had to wipe his face repeatedly, which betrayed his confidence with the debate topics. 

Kennedy wore a dark suit and used makeup to keep up the healthful tanned appearance.  He was also coached on how to sit with legs crossed, hands folded confidently on his lap, and to look at Nixon when he wasn't speaking.

The sharp contrast in the appearance of the two candidates and the back story regarding the use of makeup make the Great Debates of 1960 a valuable lesson for the Exceptional Spokesperson.

COLORS OF SUCCESS

How you project yourself in a media interview, particularly one entailing visuals, contributes heavily to your success as a spokesperson.  The way you look, dress and move matters. Today, even print interviews are most often photographed to accompany the story, as well as recorded on video.  Television interviews pose more of a challenge given the lighting conditions and set design. Furthermore, today’s high-definition broadcast standards are less forgiving on the physical “flaws” that plague mere mortals.

So what to wear for a media interview? 

1.  Look the part

Dress appropriate to the message, the interview setting and the organization you represent.  When in doubt, dress formally.  It is better to be overdressed than underdressed.

2.  Choose colors that suit your skin tone

Skin tones across the board fall into two classifications: cool or warm.  Some colors make Caucasian skin look jaundiced but look rich and vibrant on dark skin.  Whether you are male or female, take the time to check your best colors. Chances are these are the ones that dominate your wardrobe, compliment your eye color or just make you look healthy and confident. 

3.  Understand the psychology of color

While the cut, style, and fit of your clothes are important, the first thing most people are going to notice is the color. The color can have a serious psychological impact on the person looking at you, so depending on how you want to present yourself it's good to know the basic rules.

Blue: (royal blue, navy) credibility, trust, loyalty, wisdom.

Yellow: (canary, sunflower) bright, positive, future-focused.

Red: (tomato, strawberry) power, love, passion.

Green: (spearmint, olive) clean, calming, natural.

Purple: (plum, violet, burgundy) aristocratic, lavish, spiritual.

Orange: (tangerine, marigold) energetic, vitality, productive.

White: (off-white, beige) hygiene, simple, clean.

Brown: (tan, chocolate) warm, serious, official.

Pink: (dusty pink, rose) feminine, soft, approachable.

Gray: (pewter, putty) sophisticated, authoritative. 

Make sure there is contrast among suit, shirt and tie.  Same goes for blouses and jackets.  Avoid checks, polka dots, chevron and herringbone patterns.  These can get psychedelic and distorted on camera.  Dresses are fine for women; solid colors are preferred to floral or busy textiles.  No animal prints, please.  And, unless you have the arms of Michelle Obama, avoid sleeveless dresses.

Animal patterns or busy prints are to be avoided, unless you are a Kardashian.  

Solid gray exudes confidence. Sky blue shows strength and authority, perfect color choices for Jennifer Hudson and Oprah.

4.  Leave the “bling” at home

Jewelry can be a distraction, avoid anything that moves when you talk or gesture.  Women: avoid pendant, dangling or large hoop earrings. And, leave the 8-karat diamond ring at home.

There’s much more to know about wardrobe and color selections.  The Exceptional Spokesperson should invest the time to learn what suits him or her perfectly.  If possible, hire a wardrobe stylist to help you pick out interview outfits that will help you project your personal best.

Myth:

The color white should be avoided because it tends to glow on camera.

Reality:

With the advent of digital television and advanced lenses and lighting, the color white no longer looks radioactive on camera.  It is a color choice that should be used wisely, however, because of its association with certain professions and industries.

Links to Genius

For more on color psychology and color theory, visit the definite source of color as we know it, Pantone, at www.pantone.com

FIND YOUR TRUE VOICE

The voice is an essential instrument for the Exceptional Spokesperson. Though not all interview opportunities will entail a voice recording, it is still indispensible for the spoken word to be uttered as clearly, authentically and convincingly as possible. 

Not everyone is a voice talent like an Al Roker or Meredith Vieira. Still, there is a great deal that you can do to improve vocal quality and work with what you have naturally.  In essence, to find your true voice.

Not everyone is a voice talent like Al Roker,
but your own true voice is unique and essential to
becoming the Exceptional Spokesperson.

Listen to your voice from the outside.

You might like to practice your speeches and messages in front of a mirror.  What you will hear is not your true voice.  The sounds coming from your vocal chords remains in your head and are somewhat distorted. You need to listen from the outside.  Record your voice and listen for tonal quality, pauses, and inflections.  Listen to the voice that other people will hear and practice to make it an excellent instrument for communicating.

Protect your voice before an interview.

1.  Avoid carbonated or aerated drinks before an interview. They can bring on hiccups or belching.
2. Coffee can give you the jitters.  You will likely be pretty revved up already.
3.  Stay away from milk or dairy products, cheese included.  They can give you a bad case of mucous mouth.
4.  Alcohol.  Don’t even think about it.  It will affect your memory, make you perspire and possibly ruin your career.
5. Drink water.  Not too much.  Not cold, not hot, room temperature is fine.
6. Smoking (tobacco or other).  A really bad idea.
7. Gum.  May moisten a dry mouth, but breath mints and water are better.  Never ever talk with gum in your mouth.

Be conversational, like talking to a good friend.

The Exceptional Spokesperson is in peak form when the conversation is relaxed, poised, confident and authentic.  The vocal tone should be authoritative yet natural and warm, like talking to a good friend.

THE ABC’S OF ACRONYMS AND JARGON

The Exceptional Spokesperson in a jargon-rich industry knows how to adapt and articulate in ways that will be understood by the journalist and, hence, the target public.

Never assume that the journalist understands the acronyms and leave it up him/her to translate it for the finished story.  It is worse still in broadcast, where the first mention of an unfamiliar acronym will disengage the viewer.  It’s the spokesperson’s responsibility to make what they’re saying understandable to both the journalist and the audience.

A fair spokesperson may fall into the habit of stopping to explain each acronym or insider term as soon as they’ve used it.   

A good spokesperson will do the reverse and speak in the language of the audience and, when necessary, add the acronym or jargon, almost as if it were in parentheses. In this way, the listener or reader connects first with the concept, and then hears the label, which they may or may not even need to know.

The Exceptional Spokesperson stays away from jargon and acronyms altogether and conveys powerful ideas and tells stories that resonate.    

The Exceptional Spokesperson knows that good communication is about making sure the audience:

1.  Understands

2.  Remembers

3.  Takes the desired action

4.  Tells others

Mothers with apple pies and sons of guns. 

Culturally irrelevant metaphors and slang should also be avoided.  Most people around the world know what baseball is.  But when it comes to football, most of the world associates it with soccer.  So, the Exceptional Spokesperson makes sure that sports analogies relate to global audiences.  Same goes for Americanisms and regional expressions.  

Motherhood and apple pie are some of the many "country insider" concepts that need to be modified for audiences outside the United States.

Motherhood and apple pie resonate in the United States but not in other countries where the references may fall on deaf ears.  One of my favorites (and most perplexing) growing up here as a Cuban exile was "son of a gun."  Try explaining this one to a French audience.  

Mind your kilograms and meters.  

The Exceptional Spokesperson is conscious of when and how to use references to measurements, weights and temperatures in the metric system, the standard for most of the world except the United Sates. The same goes for foreign currency and dollar equivalents.

The Exceptional Spokesperson is prepared, knowledgeable and tuned into the target audience.