“QUICK TIPS FOR “KEEPING COOL”
A monthly e-zine on crisis management brought to you by Judy Hoffman

Quote of the Month: “Preparation, rehearsal and a certain amount of luck will help us win. Luck is limited.” — Jim Lukaszewski, Principal The Lukaszewski Group

WHAT SHOULD I WEAR?

This isn’t a question only asked by ladies as they stand in front of their closets when preparing for an evening out on the town.

This same question was weighed by a very nice gentleman who was a participant in a recent media training workshop. He was a vice president of the corporation – one of the highest ranking officials at the session that day. He had come to work in a business suit, but since there were too many people in the session to fit comfortably in their conference room, they had decided to hold it in a warehouse. It wasn’t air-conditioned. The vice president took his suit jacket and tie off and rolled up his sleeves and fit right in with the other participants in their knit golf shirts.

When the time came for us to go into the role-playing of the real-life scenarios, he continued to work in his shirt sleeves. But when the time came for him to be the spokesperson in his team’s scenario, I saw him hesitate for a moment. Then he rolled down his sleeves and put on his tie and jacket.

As part of the normal feedback and critique provided by all participants and myself, I asked the group what they thought about the way he was dressed.

“I noticed his suit. He looked a little out of place – different from the rest of us.”

“He looked a bit stiff.”

“It kind of gave me the impression he thought he was better than us.”

It was interesting – and not surprising – that the comments were not positive. When I asked him what went through his mind as he was hesitating, he indicated that he decided he should opt for a “professional” appearance in order to make a good impression.

As we see, although it was well-intentioned, it didn’t really work.

Participants asked me what I would advise my clients. Here is the rule of thumb I use. Figure out what you think your audience will be wearing – then go one step above. If they will be in blue jeans and flannel shirts, men should choose a pair of khakis and a golf shirt. Women can opt for a skirt or slacks and a sweater or jacket. If the audience is coming to a town meeting directly from work in the city dressed in business casual, a nice sport shirt and dress slacks or a jacket/skirt or pants suit would be appropriate. If it’s a formal evening speech or a planned press conference, men and women would be expected to wear a suit.

I remember vividly a town meeting I attended years ago where I was just an observer – making sure nothing came up about our company where I would need to respond or take information back to our managers. The members of the Town Board were in their business casual attire, as was usual. Local citizens were dressed casually. On the agenda was a presentation by a representative of a local development company.

After the meeting had begun, when everyone else was seated, in strode the development company representative, dressed in his expensive three-piece suit with gold jewelry gleaming. Most people didn’t even know him, but the comments that swirled all around me were things like:

“Who does this guy think he is?”

“Who is he trying to impress?”

“I bet he thinks he’s talking to a bunch of dumb country bumpkins.”

Before he even opened his mouth, he’d gotten off on the wrong foot with this crowd. In the Q&A period, they succeeded in making his life pretty miserable. His project got off to a very bumpy start.

The next month, when I was at the Town Board meeting again, a different representative for the development project was there. He had his shirt sleeves rolled up and he mingled with the crowd and spoke pleasantly with a couple of the Town Board members before the meeting began – both moves calculated to convey a more amenable message: “I’m one of you here with a project that should be mutually beneficial.” The project was eventually approved.

Of course you want to present a professional image for yourself and your organization. But always remember your audience. Getting your message communicated positively should be the most important objective. Anything you wear that detracts from that should be avoided.

Doctors have the advantage of always having a crisp, white lab coat available. I know some companies that go so far as to require that anyone who has even a slight chance of being called upon unexpectedly to give a media statement has a set of appropriate clothing stashed somewhere at the office for a quick change if need be. A solid blue shirt or blouse with jacket comes across on TV much better than a loudly patterned shirt or blouse.

Students of body language know that the actual words you say only account for 7-12% of the way your message is remembered. More than 35% is related to the tone and pace of your voice. A whopping 55% of your message is conveyed to people through body language – how you look when you stand in front of the TV camera or the crowd of concerned/upset people. A major component of how you look has to do with the way you are dressed. Give it some serious thought – it may play an important role in how your message is received.

Special Free Offer: In using the example of the development company representative reminded me of an article I’d written several years ago for Plant Sites and Parks magazine where I recounted this same story. This publication is geared to officials who are involved in relocation and site selection. It occurred to me that the advice given there is equally applicable to many of my readers who must occasionally stand up in front of audiences to explain a recent incident at their facility or make a case for an expansion or a new permit. If anyone would like a copy of this article, please e-mail me and provide your snail-mail address so I can get it right off to you.

I do hope the holidays were blessed and wonderful for you and your families and that 2005 will be a great year for each of you both personally and professionally.

Until next time…KEEP COOL!

Copyright (C) 2004 JCH Enterprises