Los Angeles Times Review - October 2003 Image Consultant can take Jitters Out of Giving that Big Presentation SMALL BUSINESS / JANE APPLEGATE When you own a small business, you not only run the business, you are the business. And because most business owners can't afford a full-time public relations person, the owner usually serves as the company spokesperson. But what if you are shy in the public and feel uncomfortable when asked to answer questions or speak to groups? Do you stay awake all night before you have to make a presentation? Do your palms sweat? Does your throat tighten before a speech? If so, you may want to consider working with an imager or communications consultant. There are many to choose from, especially in Southern California - the image capital of the world. Joe McLean Jr. vice president of an asbestos removal company, admitted that he was petrified when he had to make presentations to trade or civic groups. "I got ill the night before," said McLean, "I used to stand behind the podium and read the speech, grateful that the lights were off while I showed the slides." As public speaking became a major par of his role at P.W. Stephens Contractors in City of Industry, a public relations firm referred him to On Camera, a West Los Angeles communications consulting firm. After several hours of training and confidence building, McLean said he now speaks to groups about three times a week and would think nothing of addressing an audience of 1,000. "Anybody who want to get out and sell their product and doesn't do this king of thing is kidding themselves." Said McLean. On Camera's Christen Brown works with authors, business owners and anyone else who I anxious to boos confidence and overcome stage fright. Working with clients in front of a video camera, Brown try to bring out what's best in people, rather than try to change them. "The camera is a phenomenal tool," said Brown, a former psychologist and television personality. "People have to see themselves as others see them." By watching themselves on tape, the clients observe their quirks or nervous habits. Brown said that most people don't realize that more than half of the total impression made during an oral presentation comes from nonverbal cues. Most of the rest comes from the speaker's voice; less than 10% results from actual words spoken. "I once listened to a man giving a brilliant speech, but one hand was betraying speech, but one hand was betraying him by jingling the coins in his pocket," said Lownds, who is an actor and language teacher. Communications consultants at On Camera and elsewhere rely on breathing exercises, visualizations and role playing help clients relax and be themselves on camera. During a recent session with Stuart Brown, an attorney and investment banker who wanted to refine his Southern "good ol' boy" image. Lownds pretended to be high-powered. Hollywood mogul interviewing Brown for a job. The first videotaped session revealed Brown's nervousness. He was unaware that he was rubbing his thumbs together when he spoke. Brown also tends to lean back in his chair, looking sleepy, rather than attentively sitting forward. After a few hours of training and practice, Brown appeared confident, relaxed and a step ahead of the interviewer. Clifford Scott, vice president of Scott, Lancaster, Mills, Atha, a small Century City advertising agency, said he turned to On Camera when he felt his sales presentations to clients needed more pizzazz. "Advertising agencies spend a tremendous amount of money on the content side, but most agencies don't spend much money on the form," said Scott. He said the advice he received has dramatically improved his firm's presentations to new clients.