Cynthia Hudson-Fernández’s career has taken her down many roads and perhaps it is her beginning as a television reporter for Univision that shaped her intrepid spirit to explore new paths because her next gig took her from journalist to cosmo girl.

At Hearst entertainment she helped lead the 2002 launch of the Cosmopolitan TV Network as senior vice president and director of editorial. This meant she was in charge of the planning and creation of Cosmo TV, supervising original production design, promo packages and programming acquisition. Some of us may see this as an overwhelming endeavor but to Cynthia it’s just another challenge met and if there’s something this mujer loves it's a good challenge.

She has also produced shows like “TV Mujer” which earned Univision its first continuous programming Emmy Award and also was the force behind the first novella in English “Miami Sands”.

Today, Cynthia is the Chief Creative Officer and Executive Vice President at SBS (Spanish Broadcasting System) a position she’s held since 2006. Cynthia is responsible for expansion into Television and New Media, directly overseeing flagship TV station MEGA TV, as well as the companies’ internet site www.lamusica.com and other new media developments. So what is the secret of this trailblazer's success? MCAE wanted to know and she kindly responded to our questions via email. Here’s how this power player does it.

MCAE: Working so closely with media icon Raul Alarcon how do you maintain your identity and your own voice?

CHF:I have had a long career in which I have been able to work closely with very powerful media personalities such as Raul Alarcon or Helen Gurley Brown of Cosmopolitan Magazine and I believe that the key is mutual respect. I admire Raul for his great vision and his courage to forge ahead on the projects he believes in. Smart people like to be surrounded by smart people knowing that they ultimately make the decision but they will have a good sounding board. I like to be a sounding board and use intellect to approach hard decisions.

I like to evaluate all decisions from a long and short-term strategic result and we have been able to find a good balance in our working environment. In the end, strength and respect are earned.

Over the last decade or so the world of Hispanic media has been very male dominated. How do you see that changing today?

It is still a male-dominated business although many women have made in-roads into upper management. There are onlytwo Hispanic females running Hispanic TV networks, yet the sweet spot for advertisers is the Hispanic Female 25-54. However, I do see us making in-roads in areas that were traditionally male-dominated like sales and finance and that should bode well for future top executives.

On a professional level, what is your greatest fear?

I have faced my career with the idea that no challenge is too great and all changes are welcome. We need to be ahead of the curve on change and that means being in tune with alternate media uses and applications. Finding innovation and cost-savings in every project we approach. Looking at the business from a 360 degree perspective and never settling for mediocrity. My fear is that to find myself unable to take on these challenges or to miss opportunities for innovation.

In the early days of you career, what are some strategies that helped you get ahead?

a. I am not afraid of hard work and long hours- and I always thought there would be time to rest later. It reminds me of a phrase from Ben Franklin about people who count hours and how they never become leaders.

b. Another strategy was to always try to find the positive side of every situation

c. And finally, being honest and straightforward. You can’t go wrong if you keep your nose clean and your head above water.

If you could have dinner with anyone who would it be and what would you talk about?

Henry Kissinger- I’d discuss politics and the world today. I’d love to hear his take on our world changes and what I call the new “ Latin Political Novela”.

What books would you recommend to Latinas looking to advance their career?

Basic Black – by Cathy Black of Hearst Magazines- it gives great advice to women who need to make a name and place for themselves in the media business; Machiavelli’s THE PRINCE so that we understand how the macho men think and how they read situations and finally I would recommend THE INNOVATOR’s SOLUTION to understand how smart business people understand CHANGE in any business and how to capitalize on this inevitable factor of all business.

After working in NYC for an ad agency Ana Gabriela Fernandez decided to take a job in Mexico City. That was three years ago, today she is a Group Account Director for a global agency network, has married and is expecting her first child in February. With no plan of returning to the U.S., we asked her to compare her experience in the US and Mexico and share with us how the experience defines her current professional role. If you've thought about making the move this may help.

MCAE: How is an office work environment different in Mexico?

AGF: The similarities are that people are warm, joyful even while working they are still at ease. You hear music and once in a while, true, unabashed laughter. There is a lot of passion and desire to do things well.

Some differences are that people in the US are much more competitive and have higher levels of specialization in their area of concentration. Where as in Mexico you end up doing a bit of everything in order to get the work done or the project completed. It’s hard to compare the type of work you do in onedepartment or another since they are totally different functions.

An agency planner told me during a job interview that I could not compare the way of doing things in Mexico with in the US because the way of doing things here is totally different and you must treat it as such. Even though it’s the same industry, to be successful you need to work within the parameters of the situation, the stimuli, the experiences and the culture.

Does the Open Door policy of upper management apply in Latin America?

It really depends on the company’s philosophy and the way you work. I’ve worked in many ad agencies in Mexico and for the most part can say there’s always been an open door policy. I know there are large global companies where the ease of access to top management may not be immediately clear. However, in general some have channels of communication in places like standard forms, email, internet, etc. that helps link to top management or other departments depending on what the topic is.

Are women seen as equals at the executive and managerial level?

At the managerial level Mexico still has a long way to go. I belong to an association called AME (Asociacion de Mujeres Ejecutivas) and I know the number of women at the top is still low.

There’s still a lot of work to be done and these organizations are doing their part to make a difference for women in business. Their mission is to help women in management and executive positions and change the organizational charts by providing various support tools, fromexplaining the benefits of networking and having a mentor, to notset self-imposedroadblocks because sometimes we as women don’t think we can go any higher. The glass ceiling exists and breaking it will put more women in executive and managerial positions in Mexico and Latin America .


Is the latest technology as ubiquitous as it is in the US?

Technology in Mexico, at least at the executive level, is very similar to the US since tools like videoconferencing; internet and BB make it easier to manage day-to-day.

On a macro level, I think that given the population pyramid where 60% of the people are at the low socio-economic level and don’t have access to the internet it limits the levels knowledge of technology. An area that has grownimmensly in the last decade is the use of cellular phones which todayrepresents 70 million users in a country of 106 million people.

What are some challenges you have faced working in Mexico?

Beyond just working in Mexico I can tell you that the challenges I’ve faced had to do with factors that run parallel to my work. One is learning to handle stress in order to have a higher quality of life. Another is being able to learn something from situations that may not have been positive.

In general I can tell you I’ve been lucky and after 17 years of working in the world of advertising I’ve had many satisfactions and things have turned out well.

How is the pay compared with the US for mid management positions?

We can’t really make a comparison because it all depends on what city in Mexico or Latin America you work. The same applies in the US. Life in a city like Manhattan is expensive as is living in Mexico City but it is all relative to the cost of living in each city. Rent for a studio in NYC can run you $2,500 while an apartment in Mexico City in a medium income neighborhood will cost the equivalence of about $1,500 USD.

How is the compensation package compared with the US?

In my experience it’s comparable at the executive level.

Are companies in Latin America more sensitive to women who have children? Is flex time an option?

There is very little of that. However, some companies do offer supportfor women with smallchildren but in general very few , mostly just the American companies allow for flex time. The government currently has an affordabledaycare programwhich supports single moms with the service.

I know I haven’t and quite honestly, I don’t care for them. Don’t get me wrong, please don’t. I am open and assertive about what the Universe will bring in 2009. I am open to the fact that I might loose some weight, yet I am not completely depriving myself of one slice of dessert, or a bit more eggnog, even maybe that second glass of champagne. I am open to the fact that I might develop a positive business relationship with that snotty administrative assistant at work, yet I am not holding my breath on that one. I am open to the fact that I might go on that week long summer cruise to the Greek Isles, yet I could simply get on my car and drive, drive, and drive and experience what’s out there in the back yard of my homestate.

You all know me already, I am all about experiences.

Yes, 2008 was a trying and difficult year for many of us, and every day the morning, afternoon, and evening news only talk about recession, unemployment, corruption, he said/she said, oil prices, disease, hunger, Iraq, death, abuse, and I can go on and on and eat all the space on the internet already saturated by the same hideous terminology.

But among all the news reports and articles very well shoved down our already lumped throats by the media, we have to look for the good as well. Let’s do a quick recap of the some of the positive things in 2008:

Last year was one of the safest years to fly in decades, with the lowest number of crashes worldwide in 44 years. Even though air travel boomed, the total number of fatalities in 2007 was 25 percent lower than the year before, and is the lowest since 2004.

Wind Power in the US surged by 45% this year. Renewable energy markets surged in the United States in 2008 -- including wind power, on a pace to increase 45% this year. In fact, wind, solar, and geothermal energy are all on the rise.

Foreclosure angel buys back home for stranger. While the misfortunes of others lured hundreds of bargain hunters to the Texas foreclosure auction, one Dallas woman bought a stranger's foreclosed home, and gave it back to her.

Historic Obama election inspires people of all races and backgrounds with America's promise. No matter your politics this year, the unfolding of the candidacy of Barack Obama and the eventual historic electoral sweep, leaves all objective observers a bit awe-inspired by what happened this year: 45 years after Martin Luther King Jr.'s I Have A Dream speech, during a time of economic upheaval, an 80% white majority country elected a skinny black kid with a foreign name to be its leader.

And these are just a minuscule sample of what’s out there. So, in order to make 2009 yet another memorable year, let’s open our minds and watch carefully at the signs of the Universe talking to you. It may be a life altering event like loosing your job, or maybe even your home, BUT make sure you see it as an opportunity, don’t grovel too much on the pain. YES, we have to mourn all losses, but do yourself a favor; put a maturity date on your pain. Do not let it stay as part of your life forever. If you do, you won’t have time to enjoy the good experiences in store for you.

On behalf of all our staff at Mujeres Camino al Exito, may you have a Blessed New Year full of success, pride, and love.

recently, while thumbing through my old yearbooks it occurred to me that even as far back as high school, we were being branded.

Class clown, most likely to succeed, class cutey, were all brands we bestowed on those select few that made a favorable impression on us. While others, like Billy Schneider* who was named most likely to repeat senior year, was branded as someone I know he did not want to be known as.

We all posses a Personal Brand whether we realize it or not. In life, like in high school, if you don't brand yourself someone else will.

We know all too well how essential branding is to the success of any business but how often do we consider the role that branding plays when we market ourselves?

Billy Schneider was given a brand that was not of his choosing. Had he understood the principles of personal branding, he may have had a different experience.

It is our beliefs, values and our self-image that drive our personal brand. Failure to identify and cultivate these drivers affects our ability to attract interest, differentiate ourselves from our competition and promote and market ourselves effectively.

To experience the greatest success and impact in your relationships, consider these personal brand success principles...and stick to them:

1. Identify Your Unique Values:

Like any good marketing plan, you want to begin with what makes your product unique. In this case, the product is you. Remember that you are an original - there is no one else quite like you. What do you stand for? What are your beliefs? What do you value most? This can come from your heritage, history, etc. Jot down several key words or phrases that best describes your unique values.

2. List Your Key Attributes:

Identify your key strengths/talents in a few key words or phrases. This can be what others have told you are fantastic about you. Even more effective are those “secret strengths” you believe you have but are (for whatever reason) afraid to tell others just how fabulous you are. No one is reviewing this list but you so let your best flow…

3. Develop Your Personal Brand Statement:

Compare your unique values and key attributes and from those key words and phrases begin to develop your personal brand statement in 1-2 sentences. This statement represents your personal brands unique promise of value and is distinctive to you and only you.

What I mean is this…

Your brand statement is more than just your moral code, it is more than the code “tu madre” ingrained in you. Your brand statement represents what you truly wish to contribute to the world.

4. Integrate Your Brand Statement into Everything You Do:

Since your brand statement is the essence of you, incorporate it into all of your printed collateral. Make it a part of your introduction at networking and other functions. Communicate your brand statement in the way you conduct business and in your personal image.

I’ll be honest…

Once you craft your brand statement you’ll find it quite personal and intimate. And because of that, you may find it a challenge to express this fully in your business. I challenge you to step into the light and let the world “see” what’s in your heart. Businesses grow because of the business owners passion. Share yours with others and watch your business take off!

5. Watch Your Appearance:

If the visual image you project is not a direct reflection of your personal brand statement, you are doing yourself and others a disservice. Consider your personal image as the packaging of your personal brand. Remember, YOU are now the product and your packaging will either attract or detract from your product.

And while I’m at it, let go of preconceived “shoulds.” If you prefer a more informal mode of personal dress, it’s perfectly okay to also “dress” your business informally. Please don’t misunderstand me. Informal is not the same as sloppy. What is essential is to keep your message and packaging authentic to you.

6. Check Your Brand Behavior:

Packaging your brand includes not only your appearance but your conduct. Do you return phone calls and emails promptly? Do you deliver on your promises? Although it may seem obvious, being forgetful, stretching yourself so thin that you don't deliver on what you promise can negatively affect the integrity of your personal brand.

Too many women, particularly those of us brought up to believe our needs come last, suffer needlessly because they stretch themselves too thin. While your intentions may be good, know that setting proper boundaries are as integral to your brands success as any business plan.

7. Communicate Your Brand:

Studies show that our appearance represents 55% of influencing power when meeting someone for the first time, while 38% comes from tone of voice/behavior. The words we speak reflect the balance of 7%.

Although 7% may not seem high, it still has influencing power when meeting people for the first time. That’s why speaking in a manner that reflects the core of your personal brand is key. If your brand statement depicts energy and creativity, for example, then your speaking style should reflect those key elements as well.

8. Let Your Brand Take Center Stage:

One of the most effective ways to promote your brand is to speak in public. When asked, public speaking is one of the things most people are terrified of doing, followed by dying. Shake off the fear and communicate the brilliance of your personal brand by looking for opportunities to tell others what you can offer. The more people you can touch with your brand, the more valuable your brand becomes.

9. Evaluate Your Brand Regularly:

Make an appointment with yourself twice a year to re-evaluate your personal brand statement. If your unique values and key attributes have undergone changes (we are continually growing and evolving and there are times when that growth is so great it alters your brand) compare those changes with your personal brand statement and adjust as needed. By evaluating your personal brand on a regular basis, you are also confirming that you're on-track and staying true to your unique and authentic self.

10. Delight in Your Brand:

Many people will make the excuse that they don't have enough money, or time, to invest in themselves (or their brands). Here's a brand truth, no brand is successful without making an investment.

Stay interested in the success of your brand by paying attention to how your brand is being received and look for opportunities to tell others about your brand. The more comfortable you become with your brand the greater your chances are of attracting brand interest.

Be patient, Rome wasn't built in a day and neither will your brand. Building brand equity takes time so take the process a day at a time and enjoy the journey!

*Names have been changed to protect the wrongly branded.

©2008, Liz Pabon. All rights reserved.

Liz Pabon lives in Northern California with her hunky firefighter husband and four fury kids. Inspiring women to discover their best is her passion and purpose. To learn more about Liz and to receive her insights on success, visit her website and subscribe for her FREE weekly ezine, How She Does It. The rules of businesses have changed…have you? www.LizPabon.com

What would you say are the key qualities you should possess in order to get ahead in your job/career?

It is funny because both of my nieces are in college and I try to give them advice. I tell them to do something they really enjoy. When you do something you love and feel passionate about it does not really feel like work. Another thing you need to do in order to get ahead, is be willing to take calculated risks and take responsibility for those risks. You cannot just play it safe.
I have never seen my career as that of a woman’s, a minority, a Cuban, or a Hispanic. I see it as that of a person who loves her job. It is not about gender or race.

What is the biggest challenge you’ve had to overcome along your career?

Early on in my career, I was speaking with a former manager at a cocktail party and said to her, “I don’t think I could ever supervise an area that is not my expertise. If I am involved, I need to know how to do it”. I remember her response was, “that is not what is key. The key is to surround yourself with people who are really good at their job”. It took me a long time to feel comfortable not being the one who had full control. I have my area of expertise, which is programming, but I am not a marketer, a publicist, or an on air creative producer.

But in the role I am in now, I feel very comfortable managing the strategic vision for a network and delegating the work to the talented individuals that work with me. I’ve learned that as you grow professionally you get farther away from the day to day, and you have to trust the people around you more. I think working outside your comfort zone is certainly a lot easier when you work with really good people.

What are the factors in our professional life we control and what are the ones we don’t control and how do we manage the ones we don’t?

Everybody has their own philosophy. What I personally believe, and it has taken me where I am today, is centered on making sure that I am content and happy about what I am doing. If I do not enjoy my job then I need to walk away. That is just my personality. I think we need to make decisions not based solely on title and money but on the day to day job itself. There was a time in my life that I took a demotion in salary and it paid off more than I could ever have imagined. Why? Because I took a position I was really passionate about and it led me to greater opportunities in the long run.

Is there such a thing as life/career balance?

A couple of factors play into that. I think you have to prioritize what is more important to you: your family, your life, or your career. There is no such thing as total balance, but I think the only way to get closer to it is to have a really good support system. In my case, it is my husband and my family. I do not think it can ever be perfect, especially if you are a mother because once you are a mother you have guilt, no matter what you do. Whether you are a stay home mom or you are a working mother you always have guilt. I think you do the best you can. Somebody told me once you do what is best for you based on your own personal situation.

I am the only career woman in my family out of my sister, my mother, and my sisters in law. They are stay at home mothers, but that is not what I choose to do. I would never be a stay at home mom. It would not make me happy, so I am very comfortable and very honest with myself. That is what I chose to do, and I am very happy doing it. But when I am at home, I do not do work. My focus then is entirely on my kids and on my husband.

How can we, as Latinas, do a better job of coming together to support and mentor each other?

There are various ways you can do it. You can do it officially or privately on a more personal level. Because my time is very limited, and the time I am not at work I devote to my family, I do not participate directly through any organizations or groups. What I do try to do in my professional life is to maximize opportunities to mentor colleagues and people starting out in the industry. I still do not see myself as somebody with great experience, but I believe other people do, and I remember what it was like when I was trying to get into the business, when I was trying to understand what I wanted to do with my life. Even if my schedule is crazy, I do my best to make time. You try to make a difference, and instead of doing it in a big way, maybe sometimes you can make small contributions and that makes a difference.

What is the best career advice you ever got?

That it is important to trust your instincts. I have and they've never let me down.

What is the vision you have, in terms of programming at Discovery en Español & Discovery Familia, in the long/short term?

My vision honestly is being able to provide quality entertainment alternatives to the different audiences Discovery en Español & Discovery Familia serve. We want to deliver the thrill of discovery to our Spanish speaking viewers. Both networks serve as a window into the world and we strive to inspire learning and growth with the programming we air.

Who would you like to run into on the street? What would you like to tell him/her?

Dave Matthew and I would ask him how he gets the inspiration to write such beautiful songs.

I think this is so cliché, but one of the principles I try to live by is trying to be a good person in the decisions I make each and every day. I am not saying I am perfect. But when I go home at night I want to be at peace.

MCAE: What is the best approach to managing your personal finances after a job loss?

EC: Know where you stand financially. Re-evaluate your budget to determine your living expenses and outgoing debt.

Are women more vulnerable than men to economic hardship?

It depends on the situation, for some women who have been the sole provider for some time they have learned to budget accordingly and have a realistic savings plan. No particular sex is more vulnerable than the other. Unfortunately, we are all vulnerable if we do not have a savings and spending plan in place.

 What are 3 things you should cut out of your expenses when tightening your personal budget?

 All miscellaneous items and non-essential items that are not needed for survival. Focus on your priorities, people should re-evaluate their needs vs. their wants. We normally break expenses down into three groups: have to, need to and want to. It's important to remember that what is important to one person maybe not be to another, you need to base your spending on your individual situation.

Where can you go for help on managing your personal finances after a job loss?

Consumer Credit Counseling Service of Greater Dallas offers Budgeting and Financial Education Classes

How much should you rely on credit cards to get by?

Try and limit use of credit cards for emergencies only, and do not charge more than you can pay off per month. The rule of thumb is to not use more than 30% of your credit limit, in other words if your credit limit is $2500 you should not exceed more than $750.

 Visit www.cccs.org

I remember the first time it happened, I had just come back from buying lunch, a bowl of clam chowder at au bon pan. I was about to take it out of the bag when I got a call to go into my boss’ office. There I found her along with the person from HR (I still didn’t see it coming! But it came, and quickly)  I was told I was being laid off and though the moment it happened caught me off guard - because it does - I'd known for 2 months my job was in jeopardy when we lost one of our major accounts, the one I managed at the PR agency I worked for.

I went back to my office, packed what I could into a cardboard box and, like Jerry Maguire, walked out of the office juggling the box along with the bowl of clam chowder still in the bag. I knew my boss had no choice, in the agency world it’s a fact that when an account goes some people must too. However, she remained available as a resource and was one of my references for my next job.

Loosing my job sent a shockwave through my head. The only thing on my mind at that moment was “now what?”

So I took a deep breath and accepted what just happened; I stopped the little voice in my head that set off the blame game, to others and self (I shouldn’t have asked to be moved to that account in the first place, it was a sinking ship!!!) it did me no good now; then I called my brother to unload the burden; And lastly, I ate my lunch and later that week watched Jerry Maguire.

The next thing I did that week was get business cards made up to offer my services as Public Relations consultant. I got the word out to friends, colleagues and former contacts though phone and email blast that I was no longer with the agency and was now doing independent consulting work. My former agency even offered to let me use their printer for any mass print jobs I wanted to do.

Within a week was asked to help with a project that a friend, a makeup artist, was working on. A small independent film was being launched and they needed to generate some publicity. I took on the project and had a great time with this new industry. I also partnered up with a friend in NYC who had just landed a medium-size client, Root Stock & Quad, a home garden store that was looking to develop a new image. Although these projects where small they kept me busy and doing what I loved, also, I had greater freedom at executing because small clients have fewer layers than major ones.

Another side benefit of being laid off came in the form of my community work and having time to carry out workshops on professional development at the Job Corps Center this eventually led the start of MCAE. I felt empowered in helping others and this kept my professional self-esteem up. It also kept me busy so I would not loose my mind with worry and boredom. Yes, I still worried about how long until the next right job came but I was also able to play a role in deciding. I turned down a job in Los Angeles because I didn’t want to move to the West Coast, I stayed focused on my thing and eventually a job did come along (six months later).

One thing that losing my job taught me is never to take financial security for granted. I keep an emergency fund within reach for all those “just in case” moments I hope never come.

In these economic times many friends have already lost their jobs but they are networking fast and furious through Linked in, Facebook, Plaxo, Comadres and other social networks also becoming involved in their local chambers of commerce. Most of them have told me, there is life after job loss and as a friend put it “Now I can take a turn in my life and maybe start something different.”

The holidays are an incredibly stressful time for business professionals. This year in particular is a more complicated season with the economy suffering such strain, consumer confidence plummeting, and employees fearful they will be next on the chopping block. Addressing employees, the media, and the board seems like a monumental task. Between hectic schedules, business deals, family obligations, and sheer exhaustion, planning a holiday speech or media appearance can leave one feeling a little less than festive.

When it comes to public speaking, most people become terrified and lose all confidence. Even the most successful business professional gulps at the idea of speaking in front of crowds. Public speaking doesn’t have to be a drag however. There are tricks of the trade to commanding an audience with poise, precision, and passion without sweating through your palms. If you are charged with facing the media, giving this year’s toast, or addressing your stakeholders, below are tried and true methods that will leave you bright and shiny after you are through. Relax, and be the twinkling star you are.

1. Develop your message points.What do you really want to convey? Have you had a Scooge-like year and need to relate that to your shareholders without coming off-like Ebenezer himself? Have you been one of the lucky few who saw an increase in business because of the tanking economy? Have you had an outstanding employee shine through this turbulent time and bring the company into new and greener pastures? Pinpoint three message points you want to get across to your audience. The trick is to keep these points short, simple, and concise, somewhere under 60 seconds. You can always elaborate more on each point later in your conversation.

Practice. Practice. Practice. No great speaker ever stepped in front of a crowd, an audience or a camera and just hail-mary-ied it. Find a willing participant to run your speech, presentation, or delivery by. The family pet, a mirror, a spouse, or trusted colleague. Ask for feedback. Is your speech too long? Irrelevant? Boring? Cold? Be willing to take the criticism and make changes. If you are in front of a mirror, tape-record or video-tape yourself and playback your recording. You will be able to pick out the duds and the winners once you review your tapes.

Start your speech, presentation or appearance off with an anecdote. Tell your audience a short story that they can relate to. Everyone wants to feel like the person they are listening to is human and can relate to them. Create a short anecdote that will engage your audience and lead into your message points.

Roadmap back to your message points. Feel like you are rambling? Take a breath and get back on track. It is perfectly fine to stop in the middle of a ramble and say, “you know, what I am really trying to say is, X, Y, and Z.” Then give your three message points succinctly, and under 60 seconds.

Check your audience for a pulse. From time to time it is easy to get wrapped up in the soothing sound of our own voice but make sure you stop every now and again to determine if the audience is still with you. Check in with them. Ask if what you are saying makes sense, is helpful, or is creating questions in their minds.

Listen and adapt but hold your ground. Be willing to address your listener’s concerns or questions and change your course of delivery for a split second. If you are asked a question you would rather avoid, deflect by saying something like, “That is an excellent question and deserves more attention than this moment can provide. I will be happy to get back you on that at a later time once I have carefully considered your concerns,” and then, get back to them with an answer or reply.

PowerPoint’s are visual helpers, not show stoppers. How many dreadful presentation have you sat through where you were chained to your chair and forced to watch your presenter’s PowerPoint’s? People have a horrible habit of hanging onto PowerPoint’s as their main attraction. You are the main focus, not the 25 slides crammed with information that cannot be processed by your audience. Keep slides short, preferably full of visuals not words, and, if you have to address a bunch of points, write a catch phrase that your audience can take with them and explain the concept thoroughly in-person. Your audience will thank you for it.

Look the part. When we were younger, we were all told to “dress for the job you want, not the job you have.” Well, in the same vein, think about what you are going to wear for your public appearance. Going in front of a camera? Stay away from patterns, floral, stripes, white or beige. These are not camera friendly. In front of a live crowd, you can wear these colours and patterns as long as you are not being video-taped. Wear makeup—powder for the shine, blush or you will look like a vampire, and wear your eye-make-up a little heavier than usual. Don’t get drastic and change your colours, just apply a little thicker than usual. Women, save your six-inch hoops and gold chins for the club, not the camera.

Gesture. Somewhere along the lines, some corporate dunce said “don’t move around when you are on camera or in front of a crowd or you will look funny.” This is the furthest thing from the truth. You need to move around and gesture, speak with your hands, or do what comes naturally or you will look cold, unapproachable, and inhuman. I am not suggesting waving your arms around wildly and jumping up in down on stage, but I am saying get your blood flowing. If you talk with your body, you will generate a feeling of consistency with your message points. Keep your movements natural but within reason- I prefer the “gesture box” from shoulder to shoulder, and from chin to waist as my guideline.

Have fun. Seriously. Smile while you are in front of your audience. If you are delivering a serious presentation or press conference with somber news, still try and curl your lips in a slight smile to add life to your features. You won’t look sinister or heartless, but you will look alive. If you are giving a holiday speech, curb the over-indulgence of libations until after you speak. You don’t want to slur your words and leave a lifetime of memorable faux pas’. At the end of the day, no one remembers if you mispronounced a word, or knows if juggled your message points, or even skipped a section.

Don’t let the fear of crowds or presentation creep up in to your psyche. Go out there and take the audience by storm. Engage them. Entertain them. Educate them. Inform them. Do all these with a deliberate style, bearing in mind people’s threshold for information exposure. You have something worthwhile to share with your audience, make them believe it.

About the Author

Dawn Marie is the Director of Special Projects and Senior Account Executive for Gregory FCA, Philadelphia's leading PR firm. She focuses primarily on PR campaign development, media training, media relations, and national & international account management. Additionally, Dawn Marie has over 16 years experience in the hospitality industry, including street team development, marketing, PR, social media marketing, web and traditional content development, promotions and event management. She earned her Master's Degree in Strategic Communications from Villanova with a post-Master’s Certificate in advertising and new media production. Recently, Dawn Marie received her Master’s Training Certificate in media training.

- Build partnerships with others who can support your mission – Monica tells us Enterprising Women reached out to non-profits that could align with their growth, a recent partnership was created with Women Impacting Public Policy (www.wipp.org).

- Establish an Advisory Board and invite business leaders to participate – EW members read like a who’s who of business influencers who come from various industries and areas of focus like Robert Bard from Latina Style and Sung-Joo Kim CEO of the Sungjoo Group named one of the Wall Street Journal’s “50 Women to watch” in ’04.

- Don’t do it alone – Monica tells us the network she and her team have is invaluable to EW in developing everything from content to securing advertising and event sponsorship.

Another area where EW has seen tremendous success is through their year of Enterprising Women Awards (’09 nominations just closed) which began with a cover story the magazine ran on women in the food industry. A $40,000 donation and negotiation from Disney to bring the event to Florida fueled its tremendous growth and today the event lasts two and a half days and has a national advisory board made of 120 women and 15 fortune 500 companies.

While all this keeps Monica incredibly busy she tells MCAE that if she weren’t doing this it would be something else but no doubt something “If your business is something you love you can’t imagine doing something else” she laughs. True, passion and vision are key ingredients in any enterprise.

Visit www.enterprisingwomen.com

Also check out the National Association of Women Business Owners. Website: www.nawbo.org.