Telling the Truth in Front of Millions

With more and more lies and cover-ups by public officials, celebrities and ordinary folks using Facebook pages coming to light each day, the advice of one Westport communications consultant is simple: admit the truth before it's uncovered—and say it effectively.

Eileen Winnick is an expert when it comes to helping people share information without stumbling—and with the Internet and 24-hour cable television chronicling our every move, she is working overtime.

"The idea that you can avoid the transparency that exists today is delusional and fans the fire," says Winnick. "In today's 24/7 world everything is documented—whether it's in emails, text messages, phone messages, medical records or a surveillance camera videotaping you as you manhandle your girlfriend. No public figure is protected from full disclosure and if there has been a cover- up, it will be found-out."

She says, first apologize completely for the transgression and then show genuine remorse.

"Present a plan that indicates the problem is one that will be resolved," Winnick says. "This country is a startlingly forgiving nation. However, if you dissemble and attempt a cover-up, you end up the loser."

An actress in her earlier years, Winnick discovered the role she was born to play when she began coaching professionals from all walks of life to the top of their game.

"I was formerly a professional actress who did a lot of television," explains Winnick, who appeared in many leading stage roles and in more than 100 television commercials. "I experienced firsthand the terror of performing and learned how to deal with my butterflies—so if I still had them, they were, at least, flying in formation."

She devised a process where clients use their fears to add passion and excitement to their presentations. Winnick encourages them to connect rather than detach from their audience with eye contact, effective pausing and other tips that make their message a winning one.

"My work has a single theme: effective, natural, clear communication," says Winnick, who helped New York Times columnist Paul Krugman, celebrity chef Bobby Flay, former Olympian Bruce Jenner and many others hone their messages to different audiences than they were accustomed—including The Daily Show, The Today Show or a pharmaceutical company.

"When I put authors on Oprah or Good Morning America, they don't panic, but are completely themselves and ready to shoot out their message with ease," Winnick says.

How does a person know if he or she is media worthy?

"What is it that you have to say that is topical or newsworthy?" Winnick asks. "If you've just written a book, find the hook that connects it to what is happening in the media and the news and become part of an on-going conversation."

She studies each individual—guiding them to reveal their own unique communication style and then adjusts their energy to fit the milieu they are working in. As the process begins to unfold, her clients discover their best selves and are able to relax and enjoy being in the spotlight.

But practice makes perfect—being media savvy doesn't happen overnight.

"TV and radio have enormous reach," Winnick says. "If you want to influence large groups of people and you have the opportunity to do so, don't shoot from the hip. The same goes for executives and mangers giving presentations, or when I help groups who need crisis communication and conflict resolution."

Time passes quickly in front of the television camera. An interview on The Today Show runs between 3-5 minutes. Pros make their main points up front so that the interviewer can't take control of the interview. They know how to open a segment, discuss their points and close with a "call to action."

"Know your audience and ask yourself what they can learn from you," Winnick stresses. "Then structure your message around those facts. In a speech, the same rules apply—yet you have more time to develop your ideas."

What are some of the most common mistakes people make?

"Lack of preparation and organization is the biggest mistake," Winnick points out. "Often my clients are unsure of what is being asked of them. An author, for example, needs to summarize her work in a way that she doesn't do in her actual writing, and she often needs to reread her book before promoting it."

Also, learn to anticipate the toughest questions and be ready to answer. Once the most offensive and difficult questions are dealt with, it's much easier to get a better handle on the overall material.

"Often my clients become tense and unhappy about how they look or sound on-camera," says Winnick. "Interestingly, once they feel prepared and relaxed about their message, they feel better about how they look. I enjoy working with all different types of people—it exposes me to new ideas and avenues."

This includes financial advisors, doctors, writers and others needing to prepare for presentations and client dialogue—in addition to media interviews.

"It's imperative to know how to introduce yourself and begin a conversation that encourages the listener to express their needs," says Winnick. "Ask probing questions and be an attentive listener and intuit how your services can offer a solution, or deliver benefits to a potential client, friend or referral."

Don't sell, but listen—respond and offer solutions.

"Know beforehand, what is unique about your services and shape them to offer a benefit or value to the person you speak with tell them briefly," Winnick says. "Then make a date to grab a cup of coffee and take it from there. Relationships take time to develop. Don't overwhelm."

What's the most important element in getting one's message out effectively?

"Be likable—when it comes down to it we all want to work with people we like, who are competent and add value and who leave the drama and the complaints at home," Winnick concludes. "Be a positive motivator–-a can-do person, and the rest will follow."