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

Quote of the Month: “If everything seems to be going well, you have obviously overlooked something.” — Steven Wright

TO SMILE OR NOT TO SMILE –
THAT IS THE QUESTION

Whenever I get a chance, I like to read books and articles written by other crisis communications experts. Occasionally I go to someone else’s media training course. Each of these authors or trainers has an interesting perspective and I can learn something new which I can use to help my own clients and add helpful material to my workshops.

This month I was asked for my impressions of a new e-book called “Media Training A-Z” by its author, T.J. Walker. Several years ago, I went into New York City and put myself through T.J.’s media training course. I recognized that he, coming from a background as a TV journalist, has especially keen insights into what it takes to be successful when being interviewed on TV.

Something I read in his book surprised me. “Smiling is a good strategy anytime you are in front of a TV camera.” Since most of the clients with which I work are preparing themselves for the time when something bad happens at their organizations – an accident where people have been hurt, an incident that threatens the environment, an allegation of wrongdoing, etc. – my instincts said that this was bad advice. In fact, those who have taken my workshop may remember a slide that tells you to guard against being “cute and clever” during a crisis interview and warns you against being caught joking or laughing if you are anywhere in the vicinity of a TV camera prior to the time of your interview.

As I read further in T.J.’s book, however, I could see the wisdom of his advice. Here’s the reasoning he provides. You may remember how we’ve always heard that TV adds at least 10 lbs to our appearance. (T.J. provides some advice in another chapter about how to sit or stand and what to wear to minimize this phenomenon.) It is important to remember that TV always “cools you down” as well. It saps energy from your face.

So if you consciously keep a neutral, blank, or flat expression on your face, it will appear to those watching their TV’s as if you are frowning. This can be interpreted that you are glum, bored, or detached. In the world of communications where body language speaks so loudly people can’t properly hear the words you are saying, this attitude will convey negative impressions to your audience.

That is why T.J.’s advice is to smile slightly all the time – while you are listening to questions and while you are talking. He knows this is counter-intuitive, especially when delivering bad news. But I trust that he knows what he is talking about. You do not want a big grin, of course. “Think of it as showing a few teeth and raising your cheeks slightly,” he says. He knows it won’t feel natural to you – you may even feel ridiculous. But the end result will be that you will look more confident, more engaging, and more authoritative – all characteristics that you are trying to convey during an interview.

Since this isn’t natural for any of us, I highly recommend that you practice this BEFORE the time comes when you need it in a real interview. Make sure you do it in front of a mirror first until you can feel how big your smile should be. Then practice a few times with a video camera rolling and see if you don’t agree with T.J.’s advice.

If you want more of this type of advice from an expert on how to appear your best on TV, whether in a stand-up interview at your facility or if you get called upon to go into a studio, go to T.J.’s web site at www.mediatrainingworldwide.com. He has many other helpful products offered as well as this “Media Training A-Z” manual that I’ve quoted here.

Copyright (C) 2004 JCH Enterprises