Small Business Today Magazine MAY 2014 CUSTOMIZED REAL STATE SERVICES | Page 30

EDITORIALFEATURE

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How to Be Your Best on Video!
By Pilar Ortiz

Y

ou lead a successful business and
daily meeting with your sales team,
participate in teleconferences and
networking events, make important
decisions, and attend board meetings. Suddenly, you’re called to do a TV interview or
your social media manager insists you record and post videos online to grow your
presence on the Web. It is time. The camera light flashes red and your mind draws
a blank. Everything you planned to say
leaves you or doesn’t come out sounding
and looking natural. You feel and appear
like a frightened deer standing in the middle of the road with headlights quickly approaching.
You read and speak but how effective is
your interaction during the interview? Do
you appear natural? Do you connect with
your interviewer? Does the image and
presence you project on camera leave the
impression that you are an expert CEO
and successful executive? Or, do you appear nervous? Do your eyes wander? Do
you speak in circles and take forever to get
to the point, and what’s worse, all with a
faceless expression? The question here is,
“How can one connect with the audience
when facing a cold, expressionless, intimidating lens?” Of utmost importance, in
spite of the technology, one must always
keep in mind that it’s the person that matters most. The secret is to imagine one is
speaking directly to the person who they
want to share the message with.
You are an expert on projections, figures, and numbers, so you must also shine
as the expert you know that you are in
front of the camera. To record an effective and natural interview knowing your
message is insufficient. Even if you know
your content, once you’re in front of the

Be authentic. But how
to achieve this when
you feel uncomfortable
in front of the camera?
Start by practicing in front
of the mirror and practice
maintaining a visual
connection through
eye contact.
camera you must wield other basic talents
involving body movement and voice techniques.
One simple way to linger in the minds of
TV viewers is by telling your story.You can
share your beginnings, your challenges, the
origins of your company, the most recent
success report, and the questions your clients are always asking. In your responses
during the interview, use key words and
keep your anecdotes short. It’s important
to practice this strategy of getting to the
point and not talking in circles.
Be authentic. But how to achieve this
when you feel uncomfortable in front of
the camera? Start by practicing in front of
the mirror and practice maintaining a visual connection through eye contact. Perfect
the “smiley eyes” technique that allows
your eyes to look expressive and natural.
When responding to interview questions
on camera avoid -- at all costs -- looking
devoid, expressionless.
Keep in mind that your audience is
neither the interviewer nor the reporter.
Think of that client you want to reach.
Imagine. Visualizing the client helps you to

28 SMALL BUSINESS TODAY MAGAZINE [ MAY 2014 ]

use words that speak to that person. Being
in front of the camera could be a bit uncomfortable because, for most people, it’s
simply not a natural phenomenon. For this
reason, one must be specific and use simple language in front of the camera. One
must provide short answers and in “sound
bites.” Even during a pre-recording, try to
recreate the adrenaline of a live interview.
This will project you in the best light as
someone who appears focused and confident.
The important objective is to be your
self and not to look like an expressionless
cardboard cutout. You must connect with
the camera with ease while telling your
story -- the story that makes you unique,
authentic, and easy to remember. It’s not
easy overcoming the fear of being on camera.  I will never forget the fear I had when
I was first starting my career as a TV journalist and had to report on the death of a
drug-trafficking lord, Pablo Escobar, in Colombia (1993). Somehow, the terror I felt
at being live on the air with millions of TV
viewers watching me was not visible on
my face. Thankfully, my legs were the only
things shaking and no one could see them.
Whether you’re a woman or a man,
don’t forget to wear make-up so that
your face doesn’t appear shiny. Also, if you
are bald or have a thinning hairline, use a
translucent powder to eliminate the shine.
Keep hairspray with you to control stray
and rebellious hair. It is preferable to wear
clothes with solid, primary, or pastel colors.
Avoid prints, especially ones with stripes
and other patterns that give the allusion of
movement on camera.

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