Self-confidence is key, experts advise ‘Apprentice’ wannabes

"You're fired."

For the recipients of these words, the message is devastating: You are not the next apprentice on Donald Trump's NBC reality show, "The Apprentice." Yet even to make it that far is an accomplishment. And so, to give Pittsburghers an edge for the fifth season's casting call -- which will be at Duquesne University on Saturday -- local talent agents, the cast producer and the winner of the second season offer advice.

"So many people act the way they think we want them to. Just be who you are," says Scott Salyers, cast producer for Mark Burnett Productions, who has been with "The Apprentice" since its inception. "I'm not looking for the loudest. I'm not looking for the craziest. My first and foremost job is to find someone who can run Donald Trump's business."

Auditions for the show are set in 16 cities for the season, which will air in spring 2006.

"Auditioning for 'The Apprentice' is not the same as auditioning for 'American Idol,'" says Brian Tedeschi, the principal of Think Inc., a public relations and advertising firm in the Strip District. "You need to know your market, know your audience, know what their hot buttons are."

Toward this end, Tedeschi has thought up a three-part method, based on his work with corporate clients. First, identify your advantages and disadvantages, and accentuate the former. "What can you bring that nobody else can?"

Second, define an objective. Is it to win, and go onto a real-estate career, or to be featured on prime-time TV• Third, develop a strategy. Do you want to be remembered as the comic or the Ivy Leaguer, the sex kitten or the straight arrow•

"People need to think about themselves as a brand," Tedeschi says.

The best way to sell that brand, or "to market yourself," says Deb Docherty, the founder and owner of Docherty Model & Talent Agency, Downtown, is to "know how you're perceived." And the best way to do that, Docherty suggests, is via a public experiment.

Go to a mall or an airport with two or three friends. Sit by yourself and be yourself, while your friends ask passersby questions about you. Do you seem snooty or naive• Do you exhibit any nervous ticks• Does what you think is your pensive look actually come across as anger?

This approach will enhance both your self-awareness and confidence. And confidence, experts agree, is paramount.

"If they're spending money to film you, and you don't believe in yourself and in what you're doing, then you might as well go home," Docherty says.

Indeed, this was the winning approach taken by Kelly Perdew, 38, who after winning the show's second season is now halfway through his prize -- a contract working for the Trump organization.

"You need to be pretty aggressive," he says. "If you're hoping they'll just recognize your talent, it's not going to happen."

But don't too be serious, says Mark Pfeffer, an agent in the on-camera division of the Talent Group, Downtown. "The most important thing is to be outgoing, full of energy and fun to watch."

For example, "When you walk into the room, say, 'Hi -- how are you guys?'"

"We're fine. How are you?" might come the reply.

"I'm pretty nervous, but I'm doubly excited. Let me tell you why I'm going to be the next Donald Trump."

Additional Information:

Details

What : Casting call for the fifth season of 'The Apprentice'

When : Wristbands distributed at 9 a.m.; interviews begin at 10 a.m. Saturday

Where : Student Union, Duquesne University, 600 Forbes Ave., Uptown

Details : People must bring a completed application, downloadable at NBC's Web site (PDF)

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