SUBTEXTlong shot: the person who buys the too-expensive car because
"even if I don't need it, it looks great"; the thief who can't resist
an easy setup; or the dieter who must have that extra piece of
cake.SOME ADVICE FROM A PRO
Walter J. Pfister, Jr., is president of the Executive Television
Workshop. A former vice president of news for ABC, Mr. Pfister
is a veteran of twenty-five years in network television. He produced
six national political conventions and covered five national elec-
tions. Currently, he trains leading executives and spokespeople
in presenting the correct subtext in TV interviews, speeches, pre-
sentations, and board meetings.
During a recent conversation with Mr. Pfister, he told me, "Tele-
vision has changed the world in terms of image projection and
subtext in any business encounter. The first impression you form
of somebody is the most important one. Ten minutes after a presenta-
tion, no matter how inspiring, ask someone who heard it to jot
down what was said, and he may be able to come up with one or
two topic sentences. That's about it. But ask, were you at ease
with the speaker? Did you like him? Did you believe him? Did
you think he was sincere? Would you trust him? Ask those questions
and they'll have definite impressions. They'll answer with much
more certainty!"
It's the image that counts, according to Mr. Pfister, because
the image transmits the subtext. "Take political debates. If you
look at the text of any of them you'll find that they're pretty meager.
No one says anything of substance. What matters is the impression
on the audience and their reaction to the speaker's subtext. Did