1) Casual style = casual response: if you're the face of the organisation charged with dealing with a major incident you need to look like you're on top of it. However unfair it may be, research shows that when the public views a media spokesperson they take cues from their physical appearance and what they are wearing. A smart, well-presented individual benefits from immediate credibility and a feeling of professionalism.

Conversely, casual clothing or a dishevelled appearance indicates the person is disorganised and not in control of the situation. If this is further exacerbated by a casual style of communication, the problem is made even worse.

2) Body language reinforces - or detracts from - the message: body language matters as much as the words coming out of your mouth. A defensive or arrogant posture will be noticed by TV viewers whereas spokespeople who employ empathetic and appropriate body language succeed in communicating much more effectively. Those who are totally immobile lose the attention of viewers, whilst jerky or hesitant body language serves only to distract from the content of what is being said.

3) The interview environment talks to the viewer - you might be surprised to hear that where you are interviewed has a large effect on the perceptions of those receiving the message. A very staid setting with a podium, or a room with people rushing around behind you, imply to the public that this must be a very serious situation, a major crisis in fact. A relevant backdrop - a laboratory for a scientist for example - adds further subliminal credibility to the spokesperson and means the public are more likely to trust them. Being seen at the site of the crisis communicates empathy and control, and positions you as part of the solution, rather than part of the problem.

It's easy to under-estimate the power of an image in crisis communication. The right content is of course vital, but it will not work without the support of the right visual cues as well.

Source: Jonathan Hemus link