After over a decade of booking broadcast segments and preparing executives for their moments in the spotlight, I’ve learned that securing the on-air interview is only half the battle. Your message matters, but how you deliver it makes the difference between a forgettable appearance and one that resonates with viewers.  

As I watch more wealth and asset management executives step in front of the camera, I’m constantly reminded that understanding broadcast body language isn’t just helpful – it’s essential for effective communication.  

The Power of Non-Verbal Communication  

When you step in front of a camera, every gesture, expression and movement become part of your message. In broadcast appearances like CNBC’s Power Lunch, you might just have three minutes to make your point, meaning these non-verbal elements become even more crucial.  

Viewers form their initial impressions within the first few seconds of seeing you on screen. Before you’ve had the chance to share your insights about market trends or company performance, your body language has already begun telling your story.  

Creating a Strong On-Camera Presence  

Through managing countless on-air segments and media training workshops, I’ve determined the most crucial elements in how viewers perceive and receive your message – posture, engagement and authenticity.  

Let’s start with posture, which sets the foundation for your whole appearance. I often see executives make one of two mistakes: either leaning too far back, appearing disengaged or hunching forward over the desk, which can seem aggressive or uncomfortable. Instead, aim for a “power position” – sitting with a straight back, shoulders relaxed but broad, and a slight forward tilt that suggests engagement without appearing overbearing.  

Engagement goes beyond just answering questions. One of my most successful clients excels at creating genuine connections with the host and viewers. Follow their lead: maintain natural eye contact with the interviewer rather than staring directly into the camera. When you’re not speaking, keep a slight smile and show active listening through subtle nodding or appropriate facial responses. The camera is always rolling, and those reaction shots can make or break your appearance.  

Authenticity works in tandem with carefully managed body language. Your physical presence should enhance your natural personality. Use hand gestures when they feel natural – they can add emphasis and energy to your points. However, keep movements deliberate and contained within the frame. I’ve seen too many great insights lost because viewers were distracted by overly enthusiastic gesturing.  

Dressing for Success  

After working with networks from Bloomberg to CNBC to Fox Business, I can tell you that what you wear matters more than you might think. Avoid small patterns or bright white, which create distracting visual effects on camera. Solid colors in medium to dark tones work best – blues and greys are particularly effective for financial services executives.  

For in-studio appearances, especially at venues like the New York Stock Exchange, remember that dress codes are often stricter than in your typical office environment. A well-fitted suit or dress isn’t just about meeting requirements – it helps you project the confidence and authority your appearance demands.  

The Preparation Factor  

Excellence in broadcast body language isn’t achieved in the moment – it’s the result of thorough preparation. Before any appearance, practice delivering your key messages while maintaining appropriate posture and engagement. Record yourself if possible. You might be surprised by unconscious habits that could distract from your message.  

If you’re appearing in-studio, arrive early and take advantage of the time before going live to build rapport with the host. I’ve seen this natural interaction create a more comfortable dynamic that shines through during the interview. It’s also your chance to adjust to the studio environment and settle into your physical presence.  

From my experience working with wealth and asset management executives, mastering broadcast body language isn’t about perfection – it’s about authentic, engaging communication that enhances your message and builds your credibility. With preparation and attention to these elements, you can ensure your next broadcast appearance not only delivers your message effectively but also strengthens your professional presence in the media landscape. And, ideally, you’ll be invited back as a returning guest. 

Michaela Morales is an account director in New York