Audiences see, hear and interpret you in several ways. They hear your words and, often subconsciously, are influenced by your body language. It’s usually not what you say, but how you appear that has the greater influence on the impression you make. And when your topic is sensitive, or in any way threatening, the emotional response of target audiences is even more volatile and dependent on how you perform.

Case In Point

David Downey is CEO of Invidi. His company has software that can follow you from TV to TV in your home, playing commercials that appeal specifically to you. All without your permission.

Scary? Sound like Big Brother? That’s the last impression you’d think he wants to create. He needs to be very careful that his remarks and body language are positive, reassuring and in sync.

When Downey appeared on Your World with Neil Cavuto on Fox News recently, he might have thought he was projecting confidence. Unfortunately, it comes off as cockiness.

The first two videos are brief, and start at the beginning of the interview. The first sample is muted. Check his posture. Back on one elbow, leaning away from the interviewer, swiveling slightly in his seat. Somewhat smug. And his facial expression. Is that a smirk?

Then watch the second one. It’s same brief piece with audio. How do you feel about him and his message?

This is why we use video in all our training workshops, including training for print interviews. Body language can be very influential even in the way a reporter responds to you, too. (Please contact TMT for more information.)

The third video is the full 2:45 interview, if you’d like to see it.

The Media Trainers® Re–winder Reminder:

• Body language typically trumps verbiage.
• There’s a thin line between confidence and cockiness.
• Go into interviews with a preconceived sense of the impression (usually an emotional response) you need to leave with target audiences and make sure what you say and how you appear reinforce that impression.