give good presence.

WHEN DANETTE JORDAN JOINED

New York-based Austin Nichols & Co. Inc., owner and manufacturer of Wild Turkey Bourbon, as well as other wines and spirits, as a marketing assistant, she wore suits--something most of the other administrative assistants didn't do. It paid off. "My first boss told me that she appreciated that I took the time to look professional," says Jordan.

Soon, her boss started asking Jordan to attend client meetings with her. Part of the reason, says Jordan, 36, was that her appearance was "professional enough to make my boss feel comfortable asking me to those meetings."

Jordan moved up and became a brand manager. Three years ago, Jordan's profesionalism was rewarded when the CEO tapped her to become a project manager in human resources. Jordan is now the director of organizational development.

While it's important to have the content down, says Jordan, "In the business world, your appearance is often what people see first."

In an age where branding yourself is important, standing out from the crowd and having a pulled-together, professional presence is critical. Here's some expert advice to help you polish your skill in four critical areas: appearance, verbal presentation, networking, and business etiquette.

strutting your professional style

if your goal is to move into the upper echelons of the corporate world, image will play a major role. Michael L. Smith, assistant store manager for American TV and Appliances in Waukesha, Wisconsin, has found that a professional appearance helps him project authority, both in dealing with the salespeople he supervises and with customers.

"I think it's easier for customers to relate to someone who looks professional," says Smith, 31. When he began his career with the company as a salesperson, he stood out by occasionally wearing suits. He says his style changed after his move from sales manager to assistant store manager.

"I now wear suits more often and in darker colors, with maybe a yellow-accented tie," he says. Smith says that while he enjoys wearing accessories, he sticks to his wedding ring and a nice watch for work.

For women and men, the key to executive style is to "dress for the particular office in which you work and to use small status symbols that show you belong to your profession," note Marjabelle Young Stewart and Marian Faux in their book, Executive Etiquette in the New Workplace (St. Martin's Press, $14.95).

The office not withstanding, executives find themselves in many business settings that call for various modes of dress. The challenge? Maintaining a seamless, professional look in all of them. Whatever the situation, formal or informal, "You always want to [project] a professional image," says Rica Duffus Cuff, president and founder of Etiquette Works Inc. in Hoffman Estates, Illinois.

Cuff offers these expert tips:

* On the golf course or tennis court. For men, good quality, conservative golf and tennis attire is acceptable. Golf and tennis shoes should be well maintained. Cuff advises having a sports coat handy, in case the outing turns into a dinner affair.

For women, the same general rules apply. Collared shirts are acceptable for the golf course. Steer clear of tight slacks or shorts and blouses that are sheer or have a plunging neckline.

* For black-tie or formal events. It may be worth your while to buy a tuxedo if you attend enough formal affairs (five or more per year). If you prefer to rent, do so from a reputable establishment and heed the salesperson's advice, say Stewart and Faux.

For women, simple, elegant, and tasteful is what you want to look for, explains Ann Marie Sabath in her now out-of-print book, Beyond Business Casual: What to Wear to Work If You Want to Get Ahead. Watch your hemline, and remember a general rule of thumb: show form or flesh, not both.

"When attending formal affairs, look for outfits in silk, crepe, or satin [for those winter galas]," says Sabath. "While a velvet outfit limits your wear, since this fabric should be worn between November and March, clothes made of this material look regal."

polished at the podium

for even some of the most seasoned professionals, the fear of public speaking still ranks up there with the fear of bugs, snakes, and even death. "The big thing is most people are simply afraid of being laughed at or judged," says Bart Johnson, a speech coach and president and CEO of Executive Communication Consulting in New York.

Relate to the audience as if speaking to one person, suggests Johnson. People often become overwhelmed at the thought of speaking to 500 people.

Johnson's suggestions will help you face your fear and grace the stage:

* Control your nerves. Johnson says that people often get nervous because they make a bigger deal out of giving a speech than is necessary. To deal with butterflies and sweaty palms, Johnson advises breathing from the diaphragm--in and out instead of up and down--by extending the stomach out as you inhale and let it go in as you exhale.

* Use natural gestures and body movements. "Movement creates excitement and is a visual stimulant," says Johnson, but stay away from planned and artificial-looking gestures. Concentrate on your facial expressions and hand movements. We're often unaware of the gestures we use. Use a video camera to tape yourself, and correct any flaws.

* Speak up and speak clearly. You want the audience to hear and understand you, so volume and pacing are very important. Use inflection and tone to keep listeners interested in what you're saying. Use a tape recorder to hear what you sound like, and get friends or a coach to critique your performance.

* Use natural humor. "Many people are afraid to use humor because they fear it will make them appear unprofessional and not be taken seriously," says Johnson. You can use humor as it relates to something you're talking about, but be careful about telling a joke for the sake of telling a joke. That can easily backfire.

networking upward

to get to this point in your career, you've obviously done some serious external networking. Upward movement in the executive ranks, however, will also hinge heavily on your ability to rub shoulders with those in control within your own company.

After nine years as a financial analyst for Shell Exploration and Production Co., a Houston-based subsidiary of Shell Oil Co., Tahita Doyle began studying for her master's degree in human resources management to move into the human resources field. Although she didn't get the human resources position she applied for, the senior-level human resources manager doing the hiring was impressed with her credentials. He invited her to meet with him to discuss her career goals. She took him up on it, and they began having informal discussions about how she might get into the field.

Shortly before completing her degree, Doyle began applying for human resources positions and let the senior manager know she was nearly finished with her studies. During this time, she also met informally with another human resources executive, who helped her secure her first human resources position.

"It's important to build relationships with people not in your normal circle to expand your influence," says Doyle, now a human resources representative. When she met with the senior managers initially, it was just to build a relationship and exchange information. She did not have a hidden agenda, she says. "I have found that what strengthens relationships is being honest and sincere," says Doyle.

The key to effective networking internally rests with "being interested in other people," says Janice Smallwood-McKenzie, a Los Angeles-based networking coach and author of The 101 Commandments of Networking: Common Sense But Not Common Practice (1stBooks Library, $12.45). Incorporate Doyle's and Smallwood-McKenzie's advice into your own networking strategy.

* Always be yourself. "People often misrepresent who they are," says Smallwood-McKenzie. Tell the truth about yourself and what you represent. Just remember not to ramble on endlessly about yourself.

* Remember that networking is other-centered. When some accomplished people talk, they get into an "I-can-top-that-story" type of competition, she says, "Let others have their moment. Let them feel special." You'll be remembered positively for it.

* Follow-up. A little thanks will always go a long way. "Remember to send a thank-you note when someone sends you a gift, gives you a lead, or helps you in a special way," Smallwood-McKenzie reminds us.

schooled in the social graces

as an executive, you'll find yourself in many business situations, both at home and abroad. Being able to communicate with anyone will give you an advantage, says Cuff.

John J. Harris, president of the pet care division of Friskies, has done business in nearly every country. Patience and courtesy are critical to doing business successfully overseas, he says. It's important to know a country's customs and how it does business before you arrive. Eating, in particular, can take on significance, he says.

"The eating experience is longer. It's not unusual for a meal to take three to four hours to complete," Harris says. Professionals from other countries view meals as an opportunity to get to know you and assess how sensitive you are to local customs, he explains.

You'll come across as respectful and professional if you take the time to do your homework and prepare. Harris prepared for his first business trip to Japan by reading a short book on Japanese history and business etiquette, signing up for a study tour, and visiting the country's factories. "I met with expatriates who had worked in Japan, and learned the do's and don'ts from them," he adds.

For short-term business dealings, learning a few key phrases in the language of the country you'll be visiting, as well as familiarizing yourself with its courtesies, will go a long way toward demonstrating respect.

Knowing how to behave in various business settings is also critical to your advancement. "It's usually better to err on the side of overpreparedness," says James D. Carter, president of Ophelia DeVore Associates Inc. in New York, a consultant on self-development. This is no time to be cavalier, he says. In business situations, be it a meal or an outing, "seldom if ever is our manager our friend, our customer our friend, or our direct report our friend. These are business relationships."

Cuff and Carter share these essentials of executive etiquette:

* Dining with a client. As the host, it's your responsibility to make the client feel as comfortable as possible. When dining out, ask your client if they have any dietary restrictions or preferences; think about the purpose of the meeting; and make sure that you pick an environment conducive to conversation, if that's important, says Carter.

Cuff adds that as the host, you, of course, should allow your guest to order first and you take care of the bill. Follow up the next day with a phone call expressing how much you enjoyed the meeting. "It gives closure to the outing," says Cuff.

* Doing business overseas. To prepare you for a stint overseas, your organization may send you to courses and activities. But if it doesn't, be proactive and go to the library or bookstore and check out a book on the business etiquette of a particular country, advises Cuff. You want to behave as if you respect their culture, she says. You may be able to conduct business without prior preparation, but you'll be more successful if you embrace and respect their way of doing things.

books

* Your Executive Image: How to Look Your Best & Project Success for Men and Women by Victoria A. Seitz (Adams Media Corp., $10.95)

* You Are What You Wear: Business and Casual Style in a "Clicks and Mortar" World by William Thourlby (William Thourlby, $9.95)

* Dress Casually for Success ... for Men by Mark Weber (McGraw-Hill, $16.95)

books

* In the Spotlight: Overcome Your Fear of Public Speaking and Performing by Janet E. Esposito (Strong Books, $16.95)

* On Speaking Well: How to Give a Speech With Style, Substance and Clarity by Peggy Noonan (Regan Books, $13)

* Using Stories and Humor: Grab Your Audience by Joanna Slan (Allyn & Bacon, $12)

books

* The Etiquette Advantage in Business: Personal Skills for Professional Success by Peggy Post and Peter Post (Harper Resource, $35)

* Power Etiquette: What You Don't Know Can Kill Your Career by Dana May Casperson (AMACOM, $15.95)

* Kiss, Bow, or Shake Hands: How to Do Business in 60 Countries by Terri Morrison, Wayne A. Conaway, George A. Borden, Ph.D., and Hans Koehler (Adams Media Corp., $19.95)

Entry-level professionals need to develop presence, too. For tips, visit www.blackenterprise.com.