Do you know what you look like?

Do you ever watch yourself on video, when preparing for a speech or for a media interview? It's not comfortable, is it?

I film people when I media train them and share the videos. Sometimes I'm with a professional camera guy. People say they value the service but the big secret is (WHISPERS) I can see from records on DropBox and on WeTransfer that a lot of clients don't actually download or view the videos. So why should this be a mistake?

What you see isn't what we get

As my camera guy Paul often says, we aren't well set up in evolutionary terms to look at ourselves in any depth. Before we developed intelligence and reason, we would mostly see our reflections in the water when we either bathed or drank. Other than that we'd spend our time looking at other people.

And if you do a face to face interview with a journalist, blogger or other influencer, either in person or over the wires, they're going to see you. Which is when it's a good idea to get an idea of what they're going to see.

This doesn't mean reciting your answers or pitch in front of the mirror - the people who talk to you don't see you in mirror image. It doesn't mean (and I direct this particularly at men like me) studying yourself while you're shaving, for the above reason and also because you tend to contort your face and stick your chin out - eliminating any double chin. You don't have that luxury when trying to appear relaxed during an interview.

It matters because you might look shifty. Or bored. You might appear uninvolved or hostile when you don't feel it, or if you make an effort to liven yourself up you might look like an overenthusiastic DJ from the 1980s who really ought to have retired a decade ago.

Knowing what the other person is going to see during an interview isn't always the most comfortable thing, but it's essential. When I first went on the BBC News Channel as a commentator I realised my 'amused' look had actually all but turned into a frown as I sped into middle age; I made a conscious effort to raise my eyebrows when I was engaged with something and although a trivial change, it started to look better on the screen.

You or your clients may be able to make similar small changes as well, in much the same vein. It starts by getting in front of that camera and getting on with it, and never mind the self-consciousness. The result will be a better performance and an interview that's more likely to serve you and your business.

My camera guy and I can help, as we're doing with a client this week. Feel free to contact me here or by email, or contact my assistant Lindsay, and we'll schedule an initial chat.

I've been a journalist for 30 years and a #mediamentor since 2002 - if you want to make your media interactions work harder for you, I can help.