No matter where you fall on the political scale, you probably took some comfort last week from the fact that Donald Trump almost – not totally but almost – stopped tweeting for a few days as the nation mourned the loss of our 41st president, George Herbert Walker Bush.
Data from Gallup shows that confidence in newspapers and TV news are at an all-time low, and as PR professionals this should be concerning for a number of reasons.
There once was a time, before the summer of 2015 when a certain man came down an escalator in Trump Tower to announce his candidacy for President of the United States, that PR firms such as ours could pitch cable TV news bookers with a reasonable chance at success.
We all know that Twitter can be annoying. Its cacophony of voices screaming 24/7, its herd mentality taken to the nth degree and its perpetually haranguing (and harangued) character @realDonaldTrump hovering over it all, like a big orange balloon in the Macy’s Thanksgiving Parade.
In any public or interpersonal interaction, first impressions are lasting impressions. But looking presentable becomes even more important when you are representing your company or organization before millions of viewers on TV. So, even though you may have deep knowledge of the subject and a powerful message to share, the very first thing that will catch your viewers’ attention will be your appearance.
Fortunately, if you can remember this one overriding principle, your on-air attire angst is sure to diminish: it’s far more important that the audience remembers what you said, not what you wore.