Impression Management

Everything Communicates

When fear, uncertainty, and mistrust throw a pall over the business landscape, how can we re-establish consumer confidence and revive a healthy flow of goods and services? Scientific research in the field of social psychology provides a welcome solution.

Impression Management (IM) contends that “perceptions” form ideas that become reality. These ideas are the basis for critical behaviors, such as buying products or services. At Eloqui, our corporate communications firm, we see this theory played out when training communication skills to executives in finance (“the public has lost faith in us”), insurance (“we aren’t liked”), accounting (“what we do is boring”) and law (“they only call us when they have to”). The incontrovertible fact is that perception drives the marketplace. But the good news is that perceptions can be shaped or altered. This metamorphosis is dependent upon strong communication skills, along with appropriate behavior and demeanor.

Here’s the challenging part of IM theory: Individuals and organizations must establish and maintain impressions that are congruent with the demeanor they exhibit in public. Take a look back at John Edwards, Elliot Spitzer, or Governor Mark Sanford. Each built a persona that was at odds with their behavior out of the public spotlight. Eventually, they were found out and faced the consequences.
To take control of your personal or corporate brand, don’t allow the news media to control the message, especially your message. Many are entertainment venues anyway, basing their broadcast on the knowledge that audiences love drama. Hence, instead of news, they feature conspiracy, wrongdoing, and failure—human and political train wrecks. To set yourself apart, recruit the best thinkers in your executive suite or enlist outside consultants to craft a resolute and unique message. Use this as a platform for all your communication. Then proactively book yourself into speaking venues to solidify and advance your company’s perception in the marketplace. Focus on these areas:

Intention - Knowing what you want to achieve gives you a rudder. Before any speaking engagement, you must formulate a clear, direct intention and make it the driving force from the beginning to the end of your talk. It could be, “I will convince them that we are….(insert your message here),” or “they will see us as…..” Anything that does not fit that intention should be tossed out. This tool not only gives your talk a dynamic core, but also presents you as a dynamic, committed leader, the first step in effective IM.

Role - Determining your role provides a delivery system for intention, based on the audience. This is where Eloqui translates the science of IM into action. Utilizing congruent language and behavior, you make precise decisions about how you want to be perceived. Now you are at the controls.

One example: To be seen as a bold leader, you would choose the role of mobilizer and speak of campaigns you organized, goals you set, and resources you deployed to win. To exhibit resolve and decisiveness, speak in short, punchy sentences and control your space, which leads to the next piece of the puzzle:

Bearing - The first impression, or “blink,” that the audience receives. A mobilizer has a firm and secure base, stands with feet shoulder-width apart, and exhibits forcefulness by opening up the chest to the audience. A mobilizer also gestures easily, illustrating points for emphasis, without being self-conscious.

Wardrobe - To present a picture of authority, wear high contrast clothing – white shirt and dark suit. To project collegiality and approachability, choose a monochromatic or low contrast look - - such as navy suit, blue shirt, and complementary tie. Avoid eye-catching patterns on ties, bright colors, or distracting jewelry. This first snapshot your audience receives is a vital element in the congruity of the image you are presenting.

Game face - Setting the tone and displaying it in your demeanor. Prior to speaking, clear your mental decks of all other thoughts and responsibilities. Actors call this process “bridging,” or moving from the everyday self into the role you have selected. Focus on intention, dedicate yourself to achieving that intention, and consider your role. You are now collected, centered, and have a high likelihood of managing the impression you have decided is best for your success.

In future CSQ installments, we will cover IM in the pitch, because no firm can afford the luxury of losing a client or deal. Then we will focus on practical applications of IM when addressing the media; whether on television, radio, or in print. The final installment will feature PowerPoint, which can be a powerful visual tool, or an albatross that sinks your presentation. With PowerPoint, we will examine delivery as well as content, drawn from the best presenters and designers in business today.