GET DRESSED FOR TELEVISION
There are a lot of stereotypes out there. Like it or not, they often exist because there's some basis in fact, which, in itself, is a fact.
One of these stereotypes is that American males simply cannot dress themselves, and judging from what I've seen on television over the past couple of weeks, I can see why the stereotype exists.
Look. I'm not a fashion editor for GQ, ESQUIRE, or DETAILS. I don't know Tommy Hilfiger, Ralph Lauren, or any of the Brooks Brothers. What I know is that as a PR guy who also wears a number of other consulting hats, I have a duty to my clients to be honest with them. Sometimes, that includes the client's "look."
Whether we're working with a civic group, in the Statehouse lobby, or broadcasting for the world to see, every occasion has an appropriate look. The image of the message's presenter is almost as important as the message, itself.
How can people trust the message if the messenger doesn't look credible? How can I in good conscience allow my clients to present their messages if they haven't dressed the part?
There's a look for every occasion, and it only takes some common sense (or a thick skin if I have to tell you that you look ridiculous) to figure it out.
More and more, especially on television, we're seeing an inability for men to wear jackets correctly. It's a jacket. How tough can it be?
Guys. Two things. First, if you're wearing a two-button suit jacket or blazer, don't button both buttons. This is the first rule you should have learned when you got your first navy blazer. For a more informal or casual look, it's perfectly fine to leave it completely unbuttoned. If you want to go for a more professional or formal look, button the top button only (just make sure you unbutton it again when you sit down, or you'll look like an idiot).
Second, if you're wearing a double-breasted jacket, keep it buttoned or take it off. An unbuttoned double-breasted immediately takes away your credibility with the audience because it makes you look like you don't know what you're doing. Even if your audience isn't sitting there saying, "I can't believe he doesn't have his jacket buttoned," and there's a good chance they aren't, people will notice that something about you doesn't fit. They'll have a harder time trusting you, and that only hurts your cause.
I know there are going to be some laughs about this post, but realize one thing, you got some free advice that everybody else has to pay for.
Just use your head when you're getting ready to go on camera or in front of an audience. If that doesn't work, ask your wife or girlfriend, "Honey, do I look stupid?" It works for me...well the "wife" part, anyway.
This op-ed may be reprinted/reposted in whole or in part upon written notification to taft@taftmatney.com.
Brand names, product names, services, companies, events, and publications are or may be trademarks or registered trademarks of, and are used to identify, products or services of their respective owners in the U.S. and/or other countries. Labels: Credibility, Image, Messaging
MEDIA ADVISORY – BOILING SPRINGS FIRE DISTRICT TO PRESENT SIDE-BY-SIDE BURN
Event Designed to Demonstrate the Protective Benefits of Residential Sprinkler Systems Contact: Taft Matney Date: November 8, 2010 Phone: 864/505-8866 E-Mail: taft@taftmatney.com Today, Monday, November 8 at 1:00 p.m., Boiling Springs Fire District personnel will conduct a “side-by-side” burn at the Taylors Fire Training Tower located at 2 Space Drive in Taylors (Near Wade Hampton Boulevard off of N. Watson Road). Firefighters will ignite two nearly identical rooms (including build, floor coverings, furniture, and
smoke detector). The only difference is that one room will be equipped with a residential sprinkler system. The purpose of the burn is to demonstrate how inclusion of fire sprinklers can and is saving lives and property. This event is made possible through generous donations from the following sponsors: The Home Depot – Structural Building Materials American Fire Protection Corp – Sprinkler System Millers of Greenville – Room Furnishings Wal-Mart – Room Furnishings
Fire Marshal Jeff Nelson will be the primary spokesperson on-site and will be available at the burn
demonstration.
ABOUT THE BOILING SPRINGS FIRE DISTRICT
Established in 1968 and located on Greenville County's Eastside, the Boiling Springs Fire District covers 15 square miles and serves over 26,000 residents. Governed by five commissioners recommended by county council and appointed by the governor, the Boiling Springs Fire District is a special purpose district responsible for addressing specific concerns and local issues among commercial and residential interests through 40 paid personnel and 20 volunteers operating out of 3 fire stations. The Boiling Springs Fire District is South Carolina's only ISO Class 1 fire department with a combination of paid and volunteer fire fighters. For media inquiries, please contact Taft Matney by e-mail at taft@taftmatney.com or by phone at 864/505-8866. Labels: Boiling Springs, Boiling Springs Fire District
WHAT NOT TO DO: BAD, BAD BEST BUY
I got an e-mail regarding Best Buy’s RewardZone program. It began, “You are receiving this e-mail because Best Buy® has changed the way marketing e-mail communications are managed. Currently you are registered to receive marketing communications from the Reward Zone® program, but have opted to not receive marketing communications related to Best Buy generally.”
OK. Great. I need to know about changes.
“We are writing to let you know that Best Buy has changed the way it manages opt-out preferences.”
That’s good. I need to know what I need to do to cut out any unwanted mail. Thanks for the heads-up, Best Buy.
“Going forward, opting out of either Reward Zone or Best Buy marketing communications will result in being removed from both marketing lists. In order to honor your request to receive Reward Zone program e-mails containing special offers, invitations to events and account updates, you have been opted-in to receiving Best Buy marketing communications generally.”
Huh? You opted me in to another list? One that I already told you I didn’t want to be a part of? And, if I tell you again that I don’t want to be on the list I already told you I don’t want to be a part of, you’re going to punish me by also taking me off the list I DO want to be a part of? Am I reading that correctly?
“If you do not wish to receive these e-mail communications, you will need to update your opt-out preferences. Please note that if you do opt-out of Best Buy marketing communications, you will also opt-out of marketing communications from Reward Zone.”
Really?
“Thank you for being a valued Reward Zone member.”
If I’m so “valued,” then why are you spitting in my face as a loyal customer? Way to blow a good thing, Best Buy. Of course you also help illustrate a valuable lesson.
Whether you’re Best Buy, a specialty boutique, an elected official communicating with constituents, or a campaign connecting with supporters, respect your audience. E-mail marketing was social media 1.0. Yes, it was a one-way street going from you the messenger to the messengee, but its purpose was/is to build some sense of community and loyalty to your store, your product, your brand, your issue, or just you. And it works. That’s why it’s still used. Building goodwill and giving your audience what it asked for was and is paramount in maintaining that successful relationship. That means don’t opt your audience in to a new list if they told you they didn’t want to be a part of it and don’t opt out your audience from a list they said they wanted to be a part of. Then you can thank be for being a valued Reward Zone member.
This op-ed may be reprinted/reposted in whole or in part upon written notification to taft@taftmatney.com.
Brand names, product names, services, companies, events, and publications are or may be trademarks or registered trademarks of, and are used to identify, products or services of their respective owners in the U.S. and/or other countries. Labels: Branding, E-Mail, Marketing, Relationships
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