The Well-Spoken Woman (26 page)

The Butt Rule

No, this is not a special diet to help you contend with the additional pounds the camera lens may add. The “butt rule” is a reminder to comport yourself as if the camera is rolling and the microphones are live even if you don't think they are. Former HP executive Carly Fiorina was caught on an open mike making fun of Senator Barbara Boxer's hair during their Senate race. While getting made up in a Sacramento TV studio, Fiorina was seated on the set fiddling with her phone when she blurted out: “God, what is that hair. Soooo yesterday.” Her laughter ended abruptly when someone offstage motioned to the live mike.

The butt rule is in effect from the moment your butt hits the interview chair until you leave the studio. Throughout, you need to act as if everything you say and do is broadcast live. Never assume the camera is off when you are not talking. We have all laughed at TV reporters in the field caught primping on camera as they waited for the studio host to throw the interview to them. During talk shows, the director will cut away from whoever is speaking to get a reaction shot of other guests. Resist the temptation to roll your eyes or shake your head in disgust. Split-screen technology is common on the cable shows, and you may be visible the entire time someone else is talking.

When you want to interject or communicate that you disagree with what is being said, shake your head back and forth slowly. Do this calmly for three or four seconds. When the host notices the head shake, she will likely ask you for a comment, so this is a good way to signal you want to jump into the conversation. The butt rule remains in effect until a member of the studio crew removes your microphone and you exit. It is not an unusual mistake for a spokesperson to let out a long sigh of relief when she thinks the experience is over but the camera is still live.

Camera Savvy Step 4: Handling Interruptions

Don't try to interrupt another guest by attempting to talk over her. It is more effective to show you have something to say with the nonverbal signal of shaking your head “no.” If that doesn't work, hold your hand up
as to signal “stop” when you want someone to stop talking. The hand signal may momentarily distract the other speaker, and when she pauses, that's your opportunity to starting talking. If someone is trying to interrupt you, resist the temptation to speak more quickly and to raise your pitch. Rather, be politely assertive by continuing to speak, but slow your pace and lower your pitch. By speaking low and slow, you will be able to hold the floor, and the person who is trying to cut in will appear rude.

If you are a guest on a political commentary show, you need to have appropriate expectations about what you can accomplish when you know in advance the host disagrees with you. On programs like
The O'Reilly Factor
and
The Colbert Report
, you are not invited on to do real interviews. You are there to serve as fodder for the pundit's commentary on the issue of the day. Expect to be interrupted, and on O'Reilly's show, it is not unheard of for the director to silence you by turning off your microphone. You will not be aware that this has happened until you realize no one is listening to you. These programs are not the place for reasoned arguments or a critical analysis of the facts. It's political theater, and your best bet is to laugh at the host's antics.

The ability not to take yourself too seriously is a must. Colbert is known for his absurd queries and ridiculous line of questioning. If you can't laugh at yourself, be sure that the audience is ready to laugh at you. But do try to work in a good sound bite, and if you can, then consider the outing a huge success. Above all else, keep your cool. The ability to weather antagonistic questions and silly stunts can win the sympathy of the viewers. If the host steps over a line with something really ridiculous, the audience's allegiance can easily shift to you. Once the experience is over, you can always take it to the Internet and post a reaction or commentary on a website or blog.

Camera Savvy Step 5: TV-Ready Attire

Suze Orman's signature look can be spotted across a busy airport. She is a visual punctuation point in loud leather jackets and white-blonde highlights that contrast with her dark tan and royalty-sized jewelry. If she's not wearing yellow, orange, or purple, expect a bold animal print. The wardrobe, like the personality, is purposefully hard to ignore. Orman says publicists are constantly suggesting clothes for photo shoots that she will not wear because the clothes are not her. She dresses like Suze Orman, and she doesn't care if people don't like it. As an established quantity, Orman can wear almost anything and get away with it. When you have your own show, you can, too.

Until then, following some simple rules will improve your on-camera appearance by minimizing the unflattering aspects of the camera. With smart choices, you can camouflage any real or perceived problem areas.
The most slimming look is well-tailored tops and bottoms in dark colors. If you need to add a few pieces, consider those purchases to be an integral part of professional development. The media made much ado about the big bucks spent on clothes for Sarah Palin's vice-presidential wardrobe. Imagine the criticism if she hadn't looked good!

Skin Deep

High-definition television is loved by sports fans, who feel as if they have courtside seats when watching their favorite athletes. The camera picks up every tiny bead of sweat, so the action looks nearly real. The digital technology that produces staggeringly lifelike images is not so kind to human skin in close-ups. Spots are magnified, pores enlarged, wrinkles deepened, and shine looks like a hot spot.

Nearly all TV news programs are broadcast in high-definition, so makeup is imperative. You're not trying to achieve a Hollywood glam facade but to look natural. Every complexion needs concealer, liquid foundation, and powder. Concealer is used to diminish dark circles under the eyes and skin imperfections. Use a liquid foundation, not cake or powder. Liquid smoothes out flaws and doesn't settle so noticeably in wrinkles. The dusting of powder absorbs perspiration and reduces shiny, hot spots on the forehead and nose. Women should always wear lipstick on camera. Select a flattering shade in a matte finish. Avoid high gloss and frosted shades. If you don't normally wear makeup, get some help to learn how to apply the right products properly. Major department and cosmetic stores selling name brands have makeup artists who can provide instruction.

Taming TV Tresses

Stylist Isabelle Goetz has been cutting hair since she was fifteen-and-ahalf years old, and she was the magic behind the care and upkeep of Hillary Clinton's gold-highlighted tresses during the grueling grind of the presidential campaign. Goetz jokes that it doesn't have to take a village to have camera-ready hair but cautions that the camera does change how hair looks by making it appear darker and more poufy.
²
The best tip for TV
appearances is to keep hair off the face, especially out of the eyes. Goetz says the secret to candidate Clinton's fashionable cut was the addition of layers that flattered her face and were easier to style.

The biggest mistake women make is overprocessed hair color, which can fade skin tone. The right color and/or highlights will soften a look and
help older women appear younger. Hot rollers can be every woman's best friend. Goetz says runway models use large ones to keep a style fresh a day or two after a visit to the salon. The rollers can be a simple part of a morning routine because they are quicker and easier than a blow dry. Put them in, keep them in until they are cold, and your hands are free to do other stuff.

STANDING OVATION POINT: THE CAMERA IS THE WELL-SPOKEN WOMAN'S FRIEND

Orman has gone where very few women aside from Oprah have gone in the realm of television, and now she will be a regular on Oprah's new network OWN. She has reached the stratosphere of motivational speakers—up there with the likes of Deepak Chopra and Tony Robbins. Her personal magnetism and straight talk are well suited for the medium: “I am exactly who I am in everything I do.” The Orman mantra has served her well, and it is good advice for you, too. Orman's confidence stems from her knowledge that she knows her stuff and is prepared. This is what allows her to be who she is.

Learn from Orman's well-spoken techniques so you can prepare to enter the TV and cable landscape. Women remain dramatically underrepresented, with even fewer minority women appearing as guests and commentators on news programs. The cable networks remain a white, male ghetto with nearly 70 percent of all guests on MSNBC, CNN, and Fox being male and nearly 85 percent of those white. The prestigious Sunday morning talk shows are another bastion of white, male dominance. Fewer than 15 percent of all decision makers who appear on shows like
Meet the Press
are women.

In recent years, women have ascended to the evening anchor desks, but don't let that progress lull you into a false sense that women have reached parity. The networks have finally elevated women, but their audience continues to shrink due to competition from cable and the Internet. More women are needed to host broadcast and cable programs, moderate online panels, appear as expert guests, and provide analysis and commentary. With the addition of more women and the female perspective, the dialogue on the issues of the day will be richer and fuller.