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.

A SMILE WORTH A THOUSAND WORDS

In interviews, as with public speaking and performing, a genuine smile can make all the difference between polite acceptance or making a genuine connection. 

The Exceptional Spokesperson embodies the message and employs verbal and non-verbal language to communicate.  A smile is one of the visual tools that can make statements memorable, credible and compelling.  Facial expressions—even in telephone, radio and print interviews--can accentuate speech patterns, and add punch and zest to your statements.  A genuine smile shows you are happy and confident.  Even when delivering serious, technical or scientific information, a spokesperson who smiles naturally is displaying poise, competence and humanity.

Not all smiles are created equal.

Smiles are infectious. They cannot be forced or faked.  A real smile denotes sincerity. It engages the eye muscles, the cheeks and opens the nasal passages and aids breathing so that speech is enhanced and words come out clearer.

Experts in psychology and non-verbal communication have identified three types of smiles:

The Duchenne Smile is the natural smile.  It is characterized by movement of the muscles around the mouth, the eyes and cheeks.  The eyes wrinkle and brow rises.  The name comes from the Duchenne de Bologne, a 19^th century French neurologist who studied the physiology of emotion.

                                                             

President Obama's Duchenne Smile

The Pan American Smile takes its name from the wooden and overly polite smile of Pan American flight attendants.  It is also known as the “Botox smile” with voluntary movement around the mouth only.  It denotes someone who is paid to be nice to you but is not really having a great day.  It is also defined as an insincere or insecure smile that could alienate an audience.

Pan Am smile was inspired by the "service with a smile" artificiality of some flight attendants. 

                                                                                  

Down-turned smile or reverse smile:  Happens when the corners of the mouth are turned into a down-facing “u” shape.  It indicates high stress, unhappiness, anger, tension and that the speaker has something to hide. 

George W. Bush: classic example of a reverse smile.

So, even during phone interviews, a genuine smile can be heard and make the difference between a mediocre interview and an excellent one.

WORD WHISKERS AND LAZY SPEECH

We do it hundreds of times a day when we speak. We fill those lapses in thought with vocal fillers; such as uh, hmm, you know, like—words and sounds that pepper our spoken statements.  Speech coaches call them word whiskers, like little stray hairs that need to be shaved off our speech.

In hardball media interviews, they can buy time to formulate just the right answer.  When uttered with frequency, they are undesirable distractions that erode the impact of a statement.  The Exceptional Spokesperson works on substituting word whiskers with strategic pauses that bring emphasis and weight to what they have to say. 

Barack Obama masterfully uses the word and instead of vocal fillers and interjects pauses to emphasize key points.

Other elements of oral communication and vocal delivery that should be avoided are mumbling and slurring words together. Another is lazy speech, like saying fer instead of for, gonna instead of going to, ta instead of to, and so on. 

Good vocal delivery will enhance the audience’s perception of the Exceptional Spokesperson's competence, credibility and impact. 

Other things to consider:

Pitch conveys mood and enthusiasm.  When we get nervous, our pitch tends to go higher.  Intonation is the rise and fall of voice pitch. Record yourself practicing key messages for an interview and listen for pitch variation.  Adjust by lowering your pitch while remaining natural.

Volume – Do a level check before any interview where a microphone is being used.  Too loud or too soft can affect the way your words are perceived. 

Speaking Rate – nerves and emotion speed up the rate of speech. Normal speech is 120-150 words per minute. Rapid-fire statements (195+ words per minute) may suggest you are angry or unsure about what you are saying. Unless you naturally speak like an auctioneer, slow it down.  Practice to find your most effective rate.

Pronunciation – if there are words you cannot pronounce or routinely mispronounce, don’t use them. Find a substitute or break them down into syllables. We endured George W. Bush saying nuke-lear for nuclear for eight years.  I never understood why he never tried atomic instead.

Quote of the Day

“My wife has a slight impediment in her speech. Every now and then she stops to breathe.”                    -- Jimmy Durante

Myth: A good interview is about you and the journalist really communicating.

Reality: A good interview is about you communicating with your intended audience through the journalist.

Link to Genius

Don O’Hair, Rob Stewart, Hannah Rubenstein, A Speaker’s Guidebook.

KNOWLEDGE MAKES PERFECT

"The best way to sound like you know what you're talking about is to know what you're talking about. " 

                                                           ~Author Unknown

In this much-parodied interview from 2007, Katie Couric talks with vp nominee and Alaska governor Sarah Palin about her foreign policy experience and Alaska’s proximity to Russia.   Palin looks unprepared and uninformed in this now classic CBS Evening News interview.  She could not bluff her way past being inexperienced on foreign policy.

Broadcast and cable news media thrive on pretty people sometimes saying inane things.  Granted not every potential spokesperson is telegenic, but in the absence of TV presence, knowledge and competence trump good looks every time.  Substance and ability to stay on message, deliver key points and connect with the audience/viewer are what matter most.   

In the hierarchy of company spokespersons, there may be subject matter experts who need to step in when interviews require specialized knowledge, beyond what the person at the top can deliver.  But at a minimum, a CEO must be competent to speak broadly on behalf of the company to the media, as well as clients, customers and other external publics.

But a word of caution—someone in engineering or the R&D side of the business may be weak on interpersonal communication skills. For all interviews, they should receive strong support for media techniques, messaging, and rehearsals; and full debriefing and coaching after engaging with the media. To keep interview skills current, reassessment and refresher training should be done every three to six months. 

In summary, it is wise to train the CEO in addition to several key specialists from the most important departments and divisions of an organization. The team approach to media interviews means you have an Exceptional Spokesperson on the bench whenever the need arises.

  

Guru of the Day

Ron Hoff, I Can See You Naked.   A timeless book on public speaking.

Myth: Once the interview is finished, you can relax with the journalist and let your guard down.

Reality: Anything you say before and after the interview is fair game.  Basic rule--if you don’t say it, it can’t hurt you. 

Link to Genius

From the 20 most watched TED Talks to date:

Elizabeth Gilbert on Genius. The author of Eat, Pray, Love, muses on the impossible things we expect from artists and geniuses -- and shares the radical idea that all of us have genius.

PLAYTIME MAKES GREAT SPOKESPERSONS

As the the CEO of a family owned business, you've been invited to appear on a local TV public affairs program. To date, your spokesperson work has been limited to print media and radio, and the thought of being in a front of a camera makes you break out in hives. 

The situation is not unique to even experienced spokespersons. The fear of failure, of embarrassment, of being judged by your words and appearance can tip the scales of confidence.  What to do?  Before the interview, try some playtime.  Bring back the child in you through playful exercises to release inhibitions and build poise.  Through playtime, the body, mind and emotions come together harmoniously.

Caution:  It is highly recommended that playtime be combined with rigorous and methodical preparation, for which there is no substitute.

Draw a mind map.

Make doodles and scribbles of what you want to say and some memory triggers instead of full phrases of what you want to convey during the interview.

Tell bedtime stories.

Turn your message into stories of people, real people, in simple situations that illustrate the “moral” of your messages.

Play a game of charades.

Act out your message like you are playing charades, or a pantomime party game.  Take an improv class to sharpen your non-verbal communication and body language.

Practice being a rock star.

Practice your message points out loud with the zest you felt singing along with Queen to We are the champions.

Visualize joy.

Before you arrive at the TV studio, daydream back to a moment of pure joy, your favorite holiday gift, your first kitten, the most delicious birthday cake you ever tasted.

Bring a toy.

Bring along a small good luck charm, a joyful reminder, in your wallet, purse or pocket. Touch it, look at it before the interview if you feel your skin tingle and your palms dampen.

Eat candy, not gum.

Use breath mints to moisten your mouth before the interview, but nothing should be in your mouth during the interview. 

Smile.

Smile wide and often, it’s worth a thousand words.

Rule the playground.

Ace the interview knowing your mind, body and emotions are in alignment. When you are relaxed you look, sound and feel better. Your competence and authenticity will shine through.

Have fun.

Enjoy the moment, flow in the process, and don’t focus on the outcome.

Be fully prepared in body and mind is a hallmark of the Exceptional Spokesperson.

Guru of the Day

Hal Hart, author, Successful Spokespersons Are Made, Not Born. 

www.halhartcommunciations.com

Myth: Business attire is best for any interview situation.

Reality: The Exceptional Spokesperson embodies and articulates the message. Appearance underscores the message, so don’t be afraid to dress the part if it will enhance what you want to convey.  But don’t leave it to chance—consult your public relations counsel, the reporter, or segment producer.  If you’re not sure, bring backup wardrobe, just in case.

 Link to Genius

 "Joy happens at the place where focus, motivation and engagement intersect."

     -- Gina Amaro Rudan, author, Practical Genius: The Real Smarts You Need to Get Your

          Talents and Passions Working for You. www.practicalgenius.com.

THE EXCEPTIONAL SPOKESPERSON

It starts with the power of face-to-face communication, the impact of spokespersons to tell the story the right way, and the validation power of the news media. As a professional communicator, I have observed company representatives fumble golden opportunities to persuade, convince and inform. Most executives feel unsettled facing a camera or microphone and a spate of tough questions. The average company executive is not prepared psychologically or professionally to deal with the media. They pay qualified public relations counselors to guide them through the process. But, sadly, most of these exercises are undertaken in the heat of a crisis situation, and, when the storm is over, the lessons are quickly forgotten.

The ideas, resources and steps for success provided in this blog are the results of decades of observation and study of what make interviews successful. In part, success is linked to the ability to speak in public, to formulate crisp and cohesive messages, to convey authenticity and humanity. The other factors are driven by the diversification of media technology and the increasing need to establish and build good brand reputation in the digital age.

This space will collect best practices and fully explore the world of the Exceptional Spokesperson by looking at the basics of good in-person communication.  From platform speaking skills and delivering powerful presentations to small groups, to live interviews on network news and press conferences, the skills for success are remarkably similar.  The common denominators are PRACTICE and CONNECTION.

Myths:
Before an interview, it’s OK to ask the journalist to send you questions in advance.

Reality:  
It’s very unlikely you will get the questions in advance and it should not really matter because the Exceptional Spokesperson controls the message. 

Former U.S. Secretary of State Henry Kissinger famously quipped before news conferences:
Does anyone have questions for my answers? The message was clear: he had messages to deliver and he was in charge.

On the flip side: Sam Donaldson of ABC News, said, The questions don’t do the damage. Only the answers do.

Guru of the Day

Seth Godin (sethgodin.typepad.com) Crash diets and good habits:

Crash diets don't work. They don't work for losing weight, they don't work for making sales quota and they don't work for getting and keeping a job.

Similarly, they don’t work for handling media interviews in times of crisis.  The time to hone your skills as an Exceptional Spokesperson is every day, over time and systematically, not when the barbarians are storming the gates.


Links to Genius

Garr Reynolds, presentation master and author, The Naked Presenter:
www.presentationzen.com