Those in leadership can attest that on the whole, they love their jobs. Most of them, anyway. There are, however, certain tasks that fall to those at the helm that might not spark much joy. For many, public speaking and presentations are at the bottom of the list of things they enjoy. It simply doesn’t come naturally to everyone, and even seasoned professionals can have trouble really connecting with their audience. In steps a new article from Kellogg’s Insights blog to save the day. Michael Foley, Kellogg’s Clinical Assistant Professor and founder of Clarity Central, a consulting firm that specializes in communication skills, has some great tips on how presenters can do better.
Many leaders, states Foley, tend to use the same presentation over and over again, regardless of their audience. While this can lead to consistent expertise on the subject matter, it can also mean that certain audiences are bored half the time. Foley recommends asking yourself; “who is my audience?” and try to determine their motivations. For instance, entry-level recruits typically care more about workplace culture and advancement opportunities than compensation, while executive recruits’ concerns are typically the opposite. While this requires some work before hand, it’s worth it in the end. Spend some time researching how certain demographics respond to data and information in order to get the biggest return on your time.
Next, Foley recommends that presenters not rely wholly on either scripted notes or improvisation, but find a sweet spot in between. Reading directly from a script is too robotic for many audience members, making information seem cold and impersonal. On the flip side, winging it can make the presenter seem less prepared and less confident. Instead, aim to strike a balance. Here, Foley suggests using a 3x3 matrix: 3 main ideas supported by 2-3 subpoints, which are then supported by data, anecdotes, or examples.
Speaking of data, anecdotes, and examples, Foley’s next tip is to try and strike a balance between these supportive cases as well. Use a mix of both objective (data) and subjective (anecdotes) evidence to keep audiences engaged for the entire presentation. Objective evidence can help clarify context, while subjective evidence can provide connection.
Most importantly, says Foley, the goal should always be to educate the audience, not impress them. If a presenter’s goal is to impress or entertain, the focus is on them. Ultimately this can lead to nervousness on the part of the presenter, who is in danger of losing momentum. If the object is to educate, the focus remains on the audience. The presenter’s job is to teach them, therefore they are engaged with the audience throughout, with a more benevolent goal. Furthermore, Foley recommends practicing the presentation at least 4-5 times, ideally in front of a colleague. Check out the full article here for more examples on how to hit it out of the park the next time public speaking is on your calendar.