Lights, Camera - Action
DATE: 2 March 2011
Reviewed by: Hilary Alexander of Top Copy Communications
Lights, Camera Action - Reaction
Les Aupiais talks at the Businesswomen’s Association breakfast, at Atlantic Imbizo.
Les Aupiais is a woman on a mission. A mission to change the world. If not the world, then at least the Financial Male. That’s a deliberate typo because that’s how Les sees South Africa’s leading financial publication: a male-dominated domain.
“I see men staring up at me from every page. I’m here to change that,” she declares, setting the tone for her presentation at the Businesswomen’s Association breakfast on 2 March, at the Atlantic Imbizo Clocktower on the Waterfront.
The blonde-haired, energetic mother of triplets has a CV that reads like a short story. Presenter and director on Carte Blanche; scriptwriter and creative consultant on Top Billing; magazine editor; regular contributor to TV and radio panel discussions; business owner; senior copywriter and communication coach. If anyone knows about communications, it’s this lady.
In her informal, humorous and engaging style, Les talked about how to build our personal PR campaign, to boost our profile and gain the public exposure previously taken by our male counterparts.
We have a responsibility to hone our personal impact in the face of the demands of a radio interview, TV appearance, or a one-on-one with a journalist. As if dealing with traditional media isn’t enough, women should also recognise the rise and rise of social media and citizen journalism. This adds an additional minefield for women who need to make the right impression on the right people at the right time. Nothing is off the record. And whatever you do, watch what you say on an aeroplane. You never know who might be listening!
Les shared some clear guidance on how we as women can and should cut through the noisy clutter and of the shifting media landscape. She covered topics such as voice control, preparation, the use of words and that all important first impression. How do people perceive you, from the moment you walk into the room, up to a podium or into the studio? Les added that the tools you learn for dealing with the media should also translate to the boardroom. Your boss — and his boss — are as much your audience as the listeners of a radio show.
The overarching message was: think about what you say and how you say it. Don’t use 100 words if 20 will do. Control the pitch and pace of your voice. Keep control of your emotions, but don’t forget to bring energy and action into your speech. Expand the space around you. Straighten your posture. Be clear, direct and rehearsed.
If you do nothing else, Les advised, do the WQ test. This preparation helps you to consider everything about the interview, from what you are trying to achieve to what you do not want to say, with everything in between.
Do that at the very minimum, and you could see your own face staring up from the Financial Mail.