|
Home of the World's Most Influential Journalists
|
|
|
Search for a Profile:
A
B C D E
F G
H I
September 2008
Give Dennis Kneale His Own Show Already
Felix Salmon's Blogging Rules
Buy Cool Stuff! |
Guest ColumnSeven Sins to Avoid with Your Next Public Speaking Engagementby Michael Bernhardt, The Bernhardt Agency
1) Making Assumptions
While assuming your audience grasps the significance of what youâre saying is an innocent mistake, itâs one of the most deadly. Often speakers launch into an oration about their topic thinking listeners are not only comprehending what theyâre saying, but share the same gusto for the subject. If you donât establish from the get-go why a topic is germane to the listener or their industry, what you say for the remainder of your speech will have little impact and certainly do little to hold anyoneâs interest. For this reason, you may want to start with a question that not only engages the audience, but gives you an idea of peopleâs interest and experience level. Ask attendees to raise their hand in response to the question. If only a handful of people participate, you can quickly backpedal and provide an overview of your topic along with a summary of its importance to the listeners before launching into your planned presentation. Even if you never reach what you feel is the most significant part of your speech, at least, you provided your listeners with information that matched their experience level. Remember, the key objective of giving a speech is to relate to your audience by educating, providing a perspective on an issue or to a degree, simply entertaining. 2) Presenting the Wrong Image
Every time you make a speech consider that a roomful of people have made a decision to willingly listen to you. For the most part, from the time you walk up to the podium until you step down, your audience is watching, making judgments about your appearance, comprehending what youâre saying, and weighing your credibility. If you amble up to the front of the room, shuffle your overheads, adjust your clothing, and brush the hair out of your eyes, youâve probably not only lost some credibility, but conveyed to your audience that you either donât want to make the speech or donât care enough to properly prepare. While you can regain some ground as you make your speech, youâve already planted in listenerâs minds a negative perception based on your initial appearance and attitude. Conversely, your choice of clothes and mannerism can overpower your audience. If youâre speaking before a group of programmers dressed in jeans and tee shirts, you wonât want to appear in a three-piece Armani suit with spit-polished shoes then proceed to speak quickly, looking above the audience and ignoring listeners indicating they canât hear what youâre saying. But at the same time, your clothes should establish your credibility. 3) Lacking Enthusiasm
Almost as important as what you say, is how itâs said. If you speak in a monotone, too quickly or too slowly, you canât expect listeners to pay attention, let alone remain interested in your subject. The foundation of good communication ÷ whether on the telephone, face-to-face or in public ÷ is to connect with the listener. A parent speaking to a small child understands the need to speak slower and simplify their language. The tone of voice used to talk to your boss is probably different than that used with your spouse. The same holds true when making a speech. Determine the appropriate tone, language and enthusiasm to persuasively and engagingly convey your message. Donât be afraid to interject humor or a witty observation to break up the pace of a serious talk. After making an important point, pause or repeat it to reinforce its significance. And by all means, show enthusiasm for your subject. Enthusiasm is contagious. 4) Failing to Prepare
Itâs easy to become complacent about public speaking. After all, if you continue to draw sizable crowds for your presentations that politely applaud afterwards, itâs safe to assume that youâre doing a great job. Wrong. People attend speeches for various reasons. If youâre an industry luminary, they really want to hear what you have to say. If youâre an unknown, but your subject matter seems compelling, they may want to attend because of the topic. The real challenge is getting people to come back·to hear you again. Thatâs
the mark of a good speaker·and that only comes from good preparation. Even the best speakers ÷ including politicians, celebrities, executives, and inspiration speakers ÷ continually review, revise and refine their presentations. As situations change, they update materials, modify visuals and seek input from both their audiences and colleagues on how to improve their speeches. 5) Using Poor Visual Aids
Thereâs a lot of controversy surrounding the use of visual aids. Some seasoned speakers advise against them entirely, reasoning they tend to become crutches for less experienced speakers. Others laud the power of using visual aids to stress an important point. After all, showing a graph were the earnings line is off the page is much more convincing than explaining that sales are ăway up.ä The axiom, ăa picture is worth a thousand wordsä holds true whether discussing a business model, presenting a case study or elaborating on a revolutionary technology. There are no hard-and-fast rules for using visual aids aside from understanding that theyâre meant to complement not replace speaking. The presenter who flashes overhead after overhead onto a screen then reads the bullet points might as well sit down. When choosing visuals, consider the size and type of the room where youâll be speaking. If youâre delivering a keynote address to hundreds of attendees, youâll want to use large images that illustrate your key remarks rather than overheads with lines of copy or bullet points.
Showing short videos, projecting Web sites or applications and even playing sound bites is permissible as long as you have a good sound and projection system that allows everyone in the audience to hear and see them. Nothing is more frustrating than showing a film clip that can only be seen and heard by the people in the first couple of rows. If you choose to use overheads, make them simple. Very simple. Your audience is there to hear you speak not read dozens of overheads. If at all possible, use as few words as possible, instead relying on charts, graphics, images, and other visuals to animate and keep your presentation lively. 6) Giving a Sales Pitch
Trade show and event coordinators face a unique challenge when selecting speakers. They recognize that most corporate speakers are eager to promote their companies or products along with attracting new customers. On the other hand, the organizers are eager to sign up speakers who can talk about the latest technologies and products. To remedy this dilemma, coordinators are careful to select presenters who refrain from giving sales pitches, and instead, concentrate on educating and enlightening their audience.
More importantly, should you give a sales pitch as opposed to sticking to a more general industry-related topic, you can count on show coordinators never inviting you back to speak. Spinning the story of your company and products into a compelling presentation isnât as difficult as it seems. First, consider the challenges faced by your audience. Does your company or products solve these problems? If so, start by discussing the challenge then transition into the solutions that are available to amend them. Be sure to contrast the various solutions available talking in general terms rather than naming specific companies and their products. Weaving customer success stories into your speech is an effective way of relating to your audience and opening them up to the idea of trying new
technologies. Another approach is to present future concerns stressing the solutions that are evolving. Once again, try to appeal to your audienceâs challenges pointing out cost-savings, improved efficiencies, marketing opportunities or other significant benefits. 7) Relying on Technical Jargon
Unless you know the technical level of your audience, donât assume they understand what youâre saying when you use technical jargon or acronyms. The verbiage you commonly use around the office may sound like a foreign language in a room full of people from different, companies, industries and countries. Conceivably, every time you use an unfamiliar term, you cause a listener (or two) to briefly pause as they contemplate what youâve said. When they resume listening, they may have missed an important point or stop listening altogether should you use another unfamiliar technical term. Because most people are better readers than listeners, itâs best to not only speak slowly and clearly, but to avoid any jargon or slang that might confuse the listener. To ensure that your speech is easy to comprehend, be sure to practice it at least once before a person who represents your target audience. Itâs easier to make changes to a speech than to backpedal during a presentation when you start to see listeners squirming in their seats or rolling their eyes in frustration.
Strategic Marketing & Communications 10260 SW Greenburg Road, Suite 400 Portland, OR 97223 503.384.0220 Return to Guest Column Archives Public Speaking/Speaker Placement ServicesSpeaking at industry trade shows and conferences is one of the most effective communication vehicles for delivering your company's key positioning messages and reinforcing your advertising and public relations programs. Each year, The Bernhardt Agency provides speaker placement services for a diverse list of high-tech clients, securing hundreds of premier speaking slots at high-tech industry events both nationwide and internationally. Submit your "Guest Column" today directly to the NewsBios staff at Tjfr@NewsBios.com. July 15, 2002 |
|
POWERED BY:
You, Here, Now! Guest Column Archives Newsroom Confidential Archives
|
The words of great speech endure not only because of the strength and relevancy of their prose, but because of the charisma and thoughtfulness of their presenters. Abraham Lincolnâs 1863 Gettysburg Address. Mother Jonesâ inspirational speech to militant West Virginia coal miners in 1905. Clarence Darrowsâ 1926 argument during the Scopes ăMonkey Trials.ä George S. Pattonâs 1944 pep talk to troops during the Normandy invasion. John F. Kennedyâs1961 Inaugural address.
