| Here are three ways that you can create the right | | | | much more effectively. Those who are totally immobile |
| impression and avoid some of the more obvious traps. | | | | lose the attention of viewers, whilst jerky or hesitant |
| 1) Casual style = casual response: if you're the face of | | | | body language serves only to distract from the |
| the organisation charged with dealing with a major | | | | content of what is being said. |
| incident you need to look like you're on top of it. | | | | 3) The interview environment talks to the viewer - you |
| However unfair it may be, research shows that when | | | | might be surprised to hear that where you are |
| the public views a media spokesperson they take | | | | interviewed has a large effect on the perceptions of |
| cues from their physical appearance and what they | | | | those receiving the message. A very staid setting with |
| are wearing. A smart, well-presented individual benefits | | | | a podium, or a room with people rushing around behind |
| from immediate credibility and a feeling of | | | | you, imply to the public that this must be a very serious |
| professionalism. Conversely, casual clothing or a | | | | situation, a major crisis in fact. A relevant backdrop - a |
| dishevelled appearance indicates the person is | | | | laboratory for a scientist for example - adds further |
| disorganised and not in control of the situation. If this is | | | | subliminal credibility to the spokesperson and means |
| further exacerbated by a casual style of | | | | the public are more likely to trust them. Being seen at |
| communication, the problem is made even worse. | | | | the site of the crisis communicates empathy and |
| 2) Body language reinforces - or detracts from - the | | | | control, and positions you as part of the solution, rather |
| message: body language matters as much as the | | | | than part of the problem. |
| words coming out of your mouth. A defensive or | | | | It's easy to under-estimate the power of an image in |
| arrogant posture will be noticed by TV viewers | | | | crisis communication. The right content is of course |
| whereas spokespeople who employ empathetic and | | | | vital, but it will not work without the support of the right |
| appropriate body language succeed in communicating | | | | visual cues as well. |