Developing your company's core message is one thing - but making sure that it is communicated in the way that you want through the media is another. Non-verbal communication can play a key role in your success.

When it comes to media training, I like to reference back to the famous study, Silent Messages, by UCLA's Professor Emeritus of Psychology, Albert Mehrabian. He identifies "The three V's" that influence how a person is perceived and liked. Through visual, vocal and verbal communication a person's responsiveness can be measured.

Visual communication refers to body language, which is crucial in face-to-face encounters and television. When being interviewed, for instance, it is important from the start to establish a rapport. Smile when appropriate, use natural hand gestures and maintain eye contact throughout the interview. Avoid defensive gestures, such as folding your arms across your chest. All of these suggestions create a positive body image which will come off better to the interviewer, and in the case of a TV segment, the viewer.

The second most influential aspect of communication is vocal. The way your voice sounds, including your pace and how loud or soft you talk can speak volumes. Confident speech without mumbling conveys a stronger message. Let your voice convey emotion and points of interest. Also, make sure that you have vocal variety versus speaking in a monotone manner, which can result in creating a boring dialogue and generating disinterest from your audience.

Trailing far behind are the verbal aspects of what you are communicating. Of course you will want to practice beforehand your 30-second elevator speech, making sure it includes your company's message and can be quotable by the reporter. And when it comes to your message, stick to it. It's important to repeat your message multiple times during the interview in a different way each time. But remember, although it is crucial to provide important, accurate and interesting content to your audience, if they are distracted by your non-verbal faux pas you will lose the attention of your audience from the get-go.

Keeping in step with the latest trends in web design will assure that your site will be conveniently utilized by your viewers, who will appreciate your efforts to be current and viewer-friendly.