What you say is only the tip of the iceberg. Whatever you say, there will always be something resonating, something that is mightier than words, and that is your relationship to your audience. And like all relationships, this one, too, is about emotions. It’s emotions that let us engage our audience – or conversely, that can turn our audience off.
If all we focus on is the facts we report, then all we’re focusing on is the tip of the iceberg, and that means we might be heading for a shipwreck. So think first about your audience’s state of mind. What are they expecting of you? What are they wishing for? What are they fearing?
Today, TV talkshows is where the news is made, and that is they are the place where your point of view is assured maximum public attention. Of course, being on a panel takes some assurance. But that’s easier to learn than some of us might think. Also, what is more important is simply preparation. More than for any other public appearance, you need an agenda for a talkshow, that is to say, you will need to form an idea of what you would most like the public to take away.
Ever feel jealous when watching people speak on screen? Ever wondered how they got perfect? Well, there’s a small number of rules that you can follow, and if you do, well, you won’t become a pro immediately, but you will sound a whole lot better and that, in turn, will make you feel more at ease in front of a camera. You see, it’s a virtuous circle: the better you feel, the better you look, and so on.
When you speak before a camera or a live audience, you need competence, but you also need emotional presence. Fortunately, this is something you can help bring about by the way you write. Remember that if you work in a large organization, you will probably be doing most of your day-to-day communication in writing. This means that when you speak on behalf of your organisation, it’s written language that will mark your speech. Written language, however, will sometimes strike us as sounding strange and lacking in emotional expression. To sound authentic, make a point of writing for oral delivery.
Consider a new medium for your corporate message. The minute your contact opens the videocard is the minute you connect with him personally. A 4.3 inch display inside the card shows your digital self looking him straight into the eye and speaking to him. Your contact will stay tuned because unlike other media, the videocard will not let him switch channels. More important, your contact can hand the card on to someone else and your message can play an almost indefinite number of times. This makes the Videocard a portable personal communicator.