How the BBC Presenters need Image Consultant adviceBy Angela Marshall, 27th Jan 2010
When speaking at events, I regularly discuss the way we are all judged on how we look, sound and behave. How we dress gives out messages about us, and reflects on both our personality and our corporate brand. This leads people to judge our skills, our business and how professional we are.
The BBC is a national institution and the public rightly expect the presenters to represent their company in a professional way. The more relaxed and casual approach the BBC presenters have adopted over the last few years has not been welcomed, according to the Daily Mail today – The BBC scruffs, Bring back ties, says viewers fed up with the casual look.
Viewers aren’t impressed with the casual dress: 63% – believe male presenters of current affairs programmes should wear ties. 48% don’t want to see TV presenters in jeans and only 6% think it is acceptable on a news or current affairs show.
Sky News presenters now regularly out-class their BBC counterparts: all Sky News presenters, both male and female, wear jackets and well-tailored clothes; now the exception rather than the rule at the BBC. On top of that, the BBC’s female breakfast TV presenters often wear colours that fail to complement their natural colouring, making them look pale and tired – a simple thing to get right with good advice.
The BBC needs to consider using image consultants (such as Appearance Management) to ensure their presenters look smart, conservative and professional, reflecting the heritage of the BBC corporate brand, and the expectations of the their customers – the license-payer.