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.

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