Why do some executives appear uncertain in television interviews even though they are brilliantly prepared in terms of content? Why do certain media appearances have no lasting effect despite strong messages? How do other CEOs manage to appear confident and convincing even in critical interviews?
The answer to these questions lies in an often underestimated area of communication: body language. Scientists have found that 95 percent of first impressions are determined by appearance, clothing, posture, gestures, and facial expressions—and only five percent by what someone says. This finding is particularly relevant for Swiss companies that want to be present in our country's compact media landscape.
In the Swiss business world, which is known for its precision and quality awareness, nonverbal communication plays a crucial role. Especially in media appearances, it can determine success or failure.
A recent study by the University of Zurich from 2025 shows that nonverbal communication skills are becoming increasingly important in all areas of interpersonal interaction. Researcher Dr. Lea-Sophie Richter emphasizes the need to cultivate these skills in a targeted manner—an aspect that is particularly relevant for executives in media appearances.
Nonverbal communication encompasses much more than just gestures and facial expressions. According to current findings, there are nine different types of nonverbal signals that all interact: body language, gestures, eye contact, tone of voice, personal space, touch, appearance, artifacts, and the environment.
Imagine this: the CEO of a Zurich-based fintech company is preparing for an interview with Handelszeitung. The figures are right, the strategy is clear, and the key messages have been formulated. But within the first few seconds of the interview, it will be decided whether viewers will trust him.
Our bodies reveal our true feelings, who we are, and what we really want. These nonverbal messages are often unconscious, which is precisely why they are so powerful. In the Swiss media landscape, where journalists ask particularly critical questions, a nervous twitch of the eyebrow or crossed arms can say more than any prepared statement.
Your posture is the first thing that cameras and viewers notice. An upright, open posture signals self-confidence and competence.
In Swiss media companies from Zurich to Geneva, experienced cameramen pay particular attention to these details. Leaning forward can convey interest and engagement, while leaning back is often interpreted as disinterest or arrogance. Make sure to keep your shoulders relaxed and avoid slouching.
Gesturing is culturally influenced and tends to be more restrained in Switzerland than in other countries. Nevertheless, deliberate hand movements are important to emphasize your statements. Avoid hectic or repetitive movements that could distract from your message.
Instead, use calm, deliberate gestures that visually support your words. An open hand position is inviting, while clenched fists or hidden hands can signal insecurity.
Your facial expression is one of the most powerful communication tools. An authentic smile can generate sympathy and break down barriers. But be careful: fake or exaggerated facial expressions are immediately recognized by viewers.
It is particularly important to maintain control over your facial expressions in critical moments. Even a brief frown in response to an uncomfortable question can signal uncertainty. Practice in front of the mirror how to maintain a calm, professional expression even when discussing difficult topics.
Eye contact is particularly important in Swiss business culture. It signals attentiveness, trust, and sincerity. During TV interviews, you should alternate between looking at the camera and the interviewer, depending on whether you want to address the audience or your conversation partner.
Avoid constantly looking away or rolling your eyes. Such signals are often interpreted as disinterest or a lack of credibility.
Your voice conveys emotion and conviction. According to recent studies, tone of voice accounts for 38 percent of the impact of communication, while content alone accounts for only 7 percent. A calm, clear voice conveys competence and confidence.
In stressful interview situations, many people tend to speak faster and louder. Consciously train yourself to maintain your normal speaking pace and to pause. This gives your words more weight and shows that you are in control.
In the Swiss business world, understated elegance beats flashy fashion. Your outfit should look professional without distracting from your personality or message. Choose clothing that you feel comfortable in and that suits your company and industry.
Pay attention to details such as well-groomed hands, subtle jewelry, and an appropriate hairstyle. Avoid bright colors or eye-catching patterns that could flicker on the screen. Classic colors such as dark blue, gray, or muted tones usually work best.
How you use the space around you sends important signals. In a television studio or at a press conference in Zurich, you should be aware of the space available. Use it without appearing intrusive.
When sitting, be careful not to take up too much space (which can be perceived as dominant) or make yourself too small (which signals insecurity). The golden mean shows presence without dominance.
The timing of your nonverbal communication is crucial. If you respond too quickly to questions, it comes across as rehearsed or defensive. If you take too long, it can be interpreted as uncertainty.
Develop a feel for the right rhythm: short pauses before important answers show thoughtfulness. Synchronize your gestures with your words so that both work together harmoniously.
Current research shows that microexpressions—fleeting facial expressions that last only fractions of a second—often reveal our true feelings. These are particularly visible in HD recordings and can affect your credibility.
One thing is crucial with all these techniques: authenticity. Swiss media consumers have a keen sense of dishonesty. Don't try to play a role, but work on presenting your best authentic version.
With over 15 years of experience working with Swiss companies, Brand Affairs has observed that the most successful media appearances are those in which executives do not hide their personalities, but rather channel them professionally.
A practical example: The CEO of a Basel-based pharmaceutical company was known for his reserved manner. Instead of transforming him into an extroverted showman, the media training focused on positioning his calm authority as a strength. The result: His thoughtful, precise appearances were perceived as particularly trustworthy.
Digitalization has created new challenges for nonverbal communication. As a Swiss study shows, we lose important nonverbal signals in virtual meetings and digital formats. This makes it all the more important to make optimal use of the remaining channels.
Special rules apply to video interviews or podcast recordings:
Many people develop unconscious movement patterns when under stress. This can include constantly touching their nose, playing with a pen, or tapping their foot. Such tics are distracting and can be interpreted as nervousness.
Solution: Have yourself filmed in advance and identify your personal patterns. Conscious training helps to control these.
Nothing undermines your credibility more than contradictory signals. If you talk about "exciting future prospects" but cross your arms and lower your gaze, no one will believe you.
Solution: Practice aligning your physical signals with your message. Positive messages require open, engaging body language.
In an effort to appear dynamic, some people exaggerate their gestures and facial expressions. This often comes across as unnatural and can distract from the content.
Solution: Less is often more. Focus on natural movements that suit your personality.
Stand in front of a mirror and present your core messages. Pay close attention to the following:
Repeat this daily for 5-10 minutes. You will quickly develop a better sense of your nonverbal communication.
Use your smartphone to record videos. Simulate interview situations and then analyze them:
Before you go into an interview, take a moment to check in with your emotions. How are you feeling? Nervousness is normal, but it shouldn't dominate your body language. Use breathing exercises or short meditation to center yourself.
Professional media training can make all the difference. Experienced trainers identify individual strengths and weaknesses and develop tailor-made strategies. In Switzerland, there are specialized courses tailored to the specific characteristics of our media landscape.
From our experience at Brand Affairs, we know that even experienced executives benefit from regular training. The media landscape is constantly evolving, and new formats require adapted strategies.
The Swiss media landscape has its own rules. Journalists in Zurich, Basel, or Geneva appreciate:
Your nonverbal communication should reflect these values. An overly assertive manner can quickly be perceived as inappropriate in Switzerland, while too much restraint could be interpreted as a lack of commitment.
The success of your nonverbal communication can be measured using various indicators:
Document your performances and compare them over time. You will be surprised how quickly you make progress when you consciously work on your nonverbal communication.
With the ongoing digitalization and new media formats, the importance of nonverbal communication will continue to grow. Virtual reality, hologram interviews, and AI-supported emotion analysis will pose new challenges.
Companies that invest in the nonverbal skills of their managers today are laying the foundation for successful communication in the future.
Would you like to increase your media impact through professional nonverbal communication? Brand Affairs supports you in using your body language in a targeted manner and coming across as authentic. With our experience in the Swiss media landscape and our network of communication experts, we develop tailor-made training concepts for your individual needs.
Contact us for a no-obligation consultation. Together, we will develop a strategy that highlights your personality and effectively conveys your messages. Because in communication, it's not just what you say that counts—it's how you say it.
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