Sharpening Your Image in Preparation for the Conversion to HDTV

As the nation converts to digital television broadcasting (DTV) in June, it will be wise for elected officials and their staff to take stock of and sharpen their on-camera presence. The piercing crystal clarity of DTV video images is already with us. Most networks and many local market stations have already made the conversion. This means that the homes of many of your constituents have converted in advance of the deadline.

So what does this mean for you as you prepare for media interviews?  First and foremost, the changeover will have greatest impact on in-studio appearances. Most “field cameras” will not be digital due to expense and the lack of an agreed upon industry standard. This is currently the case with the television networks. The in-studio video is all digital, but the field cameras are not. If you appear on set with the local anchors or “go live” from a remote studio, be prepared for every wrinkle, age line and misapplied make-up streak to shine through to the viewing audience.

Here are some tips to sharpen your image:

•    Eye contact and facial expressions will be even more important.
As the camera captures a truer picture, be sure to be prepared for what you want to say. Also, practice delivering it with conviction — no darting or nervously blinking eyes, tightening jaw lines or frantically popping eyebrows.

•    Match the talent.
If you will be interviewed on set, ask in advance if a makeup artist is available to assist you. At the Democratic National Convention last summer, four makeup artists were on site to prep local elected officials for hometown live shots. If a makeup artist isn’t available, be prepared in advance to have your own makeup done. A light application of base makeup to reduce shine or to accentuate your features will serve you well.

•    Less is more.
A major market television news director put it best: “In the old days, you could apply makeup pretty much with a putty knife and it worked pretty well on camera. That would not be the case with [DTV]. Less makeup works best.”

•    Practice any makeup techniques in advance.
Former Vice President Al Gore learned this the hard way in his first debate with President George W. Bush. ReasonOnline reported that Gore appeared in orange makeup applied thickly to cover a sunburn. Commentators compared him to Lurch from “The Addams Family.” This situation could have been easily avoided.

•    Learn about air brush makeup.
Air brushing can provide a light, even application. Air brush “systems” can now be purchased for under $300. One television network producer told me, “It's not that difficult, and if I was an official who routinely did such interviews, I’d do my own makeup.”

•    Give photographers time to provide you with the most flattering lighting and filters.
They like to do their best work, and if you give them time and encourage them to do what will be most flattering to you, they will appreciate it. You may find that a few harsh lines disappear because they had the time and motivation to add a soft lens.

The bottom line is this: The images that are being revealed online and on television more closely match the person in real life.

One of my television colleagues put it best when he said, “The camera won’t hide defects as it used to, but it will reveal some efforts to cover up.” So know your style, find out whether you will be on set or in the field and practice any deviations in makeup before the interview. Make sure your image for 2009 is as polished as you are.

Details: Strand will lead Leadership Training Institute seminar L12, entitled “Effective Media Interviews,” on Sunday, March 15, from 9 a.m. to 5 p.m.

Lindsay Strand is president of Lindsay Strand Associates Inc., a nationally recognized media training and speech coaching firm based in Minneapolis. She is a former television political reporter who now consults nationally and can be reached at www.lindsaystrand.com.