This article originally ran on PR Daily in October of 2017.
Appearance plays a major role in PR.
If your executives and PR representatives are dressing inappropriately or unprofessionally, that can leave a highly negative impression.
According to a Forbes article, you have just seven seconds to make a first impression on someone. Once that impression is formed, it can take weeks or even months to change it.
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Most companies can’t afford that kind of time. If you’re looking to foster better opinions for your company, here are some things you should know about your appearance and other people’s instant perceptions.
1. Sloppy dress makes you look like a person who lacks confidence. When you work hard on your attire, you feel better. It works the same with other people’s impressions. When you dress well, you look confident and capable, so people treat you better.
2. A yellow, crooked smile creates a sense of distrust. When you have a white, straight smile, many people will regard you as more competent and trustworthy. Some job-seekers have reported being denied employment because of their teeth. Having teeth restored, getting them whitened and straightened, and brushing and flossing daily not only benefit your physical health, but also your career health.
3. People who spend little time on their appearance are seen as less competent. People can tell if your appearance hasn’t been a priority for you, and they’re apt to think worse of you for it. For greater career health and a better first impression, your appearance should be a priority. Before any kind of presentation, look in the mirror. You don’t want to handle your company’s PR concerns without looking your absolute best.
4. Your audience tends to trust you more when you dress like them. Clothing can make people feel either empowered or inferior. Dressing to match your audience is key. If you show up to an agriculture expo wearing a suit and tie, you’ll risk appearing stuck-up to the farmers who are there in jeans and T-shirts. Likewise, if you wear a T-shirt and jeans to an executive board meeting, you’ll earn less respect than you want or deserve. Dress for your comfort level, but also try to fit in with those around you.
5. People can often accurately judge your background and personality based on a photo. One study had people look at photos of more than 100 University of Texas students. They were shown two photos of the same person, one with a neutral expression and one posing however they wanted. The strangers who judged these photos were surprisingly accurate in assessing the subject’s religion, mood, conscientiousness, confidence, extroversion and more. Photographs are a daily occurrence in PR. Make sure you and your clients look their best, including attitude and facial expressions.
6. Details say a lot about who you are. It’s easy to put together a trendy ensemble if you know where to shop, but proper accessories can set you apart as someone who knows and understands fashion. In today’s society, someone dresses well is viewed as more confident, capable and successful. Use those impressions to your advantage.
7. Your bone structure and posture indicate physical and emotional strength. Another study looked at the responses of those shown photos of people’s faces when they carried a blank stare. Viewers were asked to identify the physical and emotional health of the individuals in the photos in terms of trustworthiness, friendliness, physical strength and other traits. Again, the responses were surprisingly accurate. Subjects’ posture was a factor. Those who stood up straight with no slouching were regarded as more emotionally and physically strong than those who hunched.
Appearances can drive PR successes or nightmares. It’s vital for you to stay up on the latest trends relating to personal appearance and send the right message with every public action.
Anna Johansson is a freelance writer, researcher and business consultant. She is also a columnist for Entrepreneur and The Huffington Post. Follow her on Twitter and LinkedIn.
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