I know, it seems frivolous, but it really does matter what you wear when you do a television interview. You can nail that interview, give the reporter amazingly erudite
answers and appear confident and in control - but if you are wearing the wrong clothing and don't "look the part," your words will be lost.
In the years I worked as a television news anchor and reporter, I was always surprised by the number of calls I received regarding my "look." I would finish reporting on what
I thought was an intriguing, controversial investigative report and instead of receiving phone calls, e-mails and letters about my story, I would receive phone calls, e-mails and
letters about my earrings and blouse. Every time I got my hair cut, that was bigger news than the lead story of the broadcast.
This is true for most network anchors and reporters as well. Jane Pauley says her hair has always been her nemesis. Throughout Pauley's career, she has received more mail on
her hair than on any story she has ever done. Maria Shriver has been told over and over again to cut her long locks - network executives thought her look was unprofessional.
Balding male anchors are all encouraged to wear hairpieces and discouraged from having any facial hair.
Now, I know all of you company spokespeople and CEOs are not on television every day, but you still need to abide by the rules of the television "look." If you don't, no one
is going to hear what you have to say. Instead, they will be wondering, "Where did he find that jacket?" and "What is wrong with her lipstick?"
The Eyes
Let's begin with the eyes. Viewers decide whether or not you are trustworthy, believable and likeable by looking into your eyes. If you appear honest, they like you. If you
appear dishonest, they don't like you - it's as simple as that. The first step toward looking honest is letting the viewers clearly see your eyes. Never wear sunglasses or a
hat, no matter the situation or the weather. Unless you can't see at all without your eyeglasses, remove those as well. If you are holding an umbrella for the interview, make
sure the umbrella is tipped back behind your head. If you are doing the interview outside, always look into the sun so there will be good light on your face and no shadows on
your eyes.
The Hair
The first rule of "television hair" is to get it out of your eyes. For women, the best television hair is hair that is away from your face and not moving. By not moving, I
mean, when the interview begins, you should not have to fuss with your hair. It is very distracting and unprofessional to watch an interview where hair is blowing in someone's
face or they are constantly brushing it aside. If you are a woman who is doing an interview outside, pull your hair back into a bun or ponytail so the wind doesn't blow your hair
into your face. For men, make sure your hair is combed and neat. A lot of my clients go into the restroom right before an interview to wet their comb and comb back their hair.
Also, don't be afraid of hairspray. For men and women, it's a great idea to spray your hair right before the interview - especially if the interview is outside.
Color
Television cameras read colors different than the eye. Cameras always read blues well but reds often can be read as a brown or an orange. Stay away from all white for an
interview. Also, stay far away from anything with lines. Cameras will read the lines as a blur. Always ask if you are going to do an interview in front of a chromakey. (A
chromakey is a wall that is usually painted blue or green. A picture, background or map is then chromakeyed onto the wall.) You never want to wear the same color as the
chromakey or you will "key out." (Weathermen stand in front of a chromakey. For Halloween, they like to wear the same color shirt and blazer as the wall - that way they will
"key out" and appear as if their head and hands are floating.)
The Clothes
You always want to look clean and crisp on television so nothing distracts from your words. Women seem to get very carried away when they do an interview - wearing scarves,
earrings, large pins, etc. Men always want to wear crazy ties that stand out and make a statement. You never want your audience to notice your clothing so make that clothing as
understated as possible. The best look for a man - dark suit, crisp white shirt, dark tie. The best look for a woman - blue blazer with white blouse, very small earrings, no
other jewelry.
Jennifer Rabin is a former television news anchor and founder of Command Image, an image definition and communications consulting company serving executives, corporate
spokespeople, athletes and politicians. 650/620-9090. [email protected]
Wear Make-Up (yes, men too!)
1) Men, keep some light face powder in your desk drawer. Brush some on your entire face before the interview. This will keep you from looking shiny under the glare of
the lights. (And when you sweat from nervousness, the powder will soak up the sweat.)
2) Women, more is better. The bright lights from the camera or the studio will diffuse the color on your face. Wear a darker lipstick than you would normally wear and
definitely wear powder, blush and mascara. If you look too made-up in the mirror, you will look just fine on television.