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7 Aspects Of a Dynamic Presentation
- by Lenny Laskowski
- © 1998 LJL Seminars
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- There are 7 aspects people must deal
with when preparing and delivering presentations. An
effective speaker learns to deal with all 7 aspects at
the same time. Failure to pay attention to all of these
aspects can result in an inneffective presentation.
Failure to pay attention to too many of these can result
in disaster.
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ASPECT #1 - The Speaker
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One of the major components of any speech or presentation is the speaker
themself (the source of the message). Many people forget they THEY are the presentation
and NOT the visual aids. Many presenters today put so much effort into the visual aids and
they forget that those are just aids to the speaker.
There are three factors we need to consider about any speaker:
a. A Speaker's motivation can be approached in terms of two
considerations:
==> Whether direct personal reward (e.g. $$$) or indirect rewards
(feeling good about helping others) are involved.
==> Whether immediate rewards ($$ today) r delayed rewards (getting a college degree
after 4 years of college play a part.
In essence, a speaker may be motivated by one or BOTH of these factors.
Before speaking you should consider what YOUR motivations are.
b. Speaker's credibility
A speaker's ideas are accepted as believable only to the degree that the
speaker is perceived to be credible. The speaker's credibility depends on their
trustworthiness, competence, and good will. The speaker who is well organized will usually
be considered competent. The speaker who is attractive and dynamic will be seen as more
credible than one who is not.
The most fundamental factor a speaker projects is the attitude they have
toward themself.
c. Speaker's delivery
The delivery, the way the message is presented, should compliment the
speech's objective. A well written speech delivered poorly can quickly lose effectiveness.
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ASPECT #2 - The Message
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The message refers to EVERYTHING a speaker
does or says, both verbally and non-verbally. The verbal
component may be analyzed in terms of 3 basic elements:
Let's look at each of these elements.
a. Content - is what we say about your topic.
The content is the MEAT of your speech or presentation.
Research your topic thoroughly. Decide on how much to say
about each subject. Then decide on the catual sequence you
will use. It is important that you consider the audience's
needs, time factors, and other items as the content of your
speech or presentation is prepared and presented.
b. Style - The manner in which your present the content of
your speech is your style. Styles can vary from very formal to
the very informal. Most presentations fall between these two
extremes and in EVERY case, the style should be determined by
what is appropriate to the speaker, the audience, as well as
the occasion and setting.
c. Structure - The structure of a message is its organization.
There are many organizational variations, but in each case,
the structure should include:
- An Introduction
- A Body
- A Conclusion
The introduction should include:
The body should include:
The conclusion should include:
When speeches and presentations are poorly organized, the impact of the
message is reduced and the audience is less likely to accept the speaker or the speaker's
ideas.
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ASPECT #3 - The Audience
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As a speaker you should analyze your
listeners and then decide how to present your ideas. This
analysis might include considerations related to:
- - Age
- Sex
- Marital Status
- Race
- Geographic location
- Group membership
- Education
- Career
For example, if you are making a presentation on "Future
Careers", knowing your audience's average age is vital. A well prepared speech that
is ill-suited to the audience can have the same effect as a poorly prepared speech
delivered to the correct audience. Both speeches will fail terribly.
Proper audience analysis will assure that you give the right speech to
the right audience. To properly customize the speech, most professional speakers send
their clients a multi-page questionnaire in order to gather information about them and
their speaking event. I will usually call some of the members can find out what the
current trends are in their industry and ask what people are looking for.
Using the word "A-U-D-I-E-N-C-E" as an acronym, I have defined
some general audience analysis categories that your surveys should include:
A_udience - Who are the members? How many
will be at the event?
U_nderstanding - What is their knowledge about the topic you
will be addressing?
D_emographics - What is their age, sex, educational
background, etc.?
I_nterest - Why will they be at this event? Who asked them to
be there?
E_nvironment - Where will I stand when I speak? Will everyone
be able to see me?
N_eeds - What are the listener's needs? What are your needs as
a speaker? What are the needs of the person who hired you?
C_ustomized - How can I custom fit my message to this
audience?
E_xpectations - What do the listeners expect to learn from me?
NOTE: See my article on Audience Analysis for a more detailed discussion
on this topic. Also, my new book, "No Sweat Presentations - The Painless Way to
Successful Speaking" provides some specific questions you could ask along
with a sample questionnaire you can use.
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ASPECT #4 - The Channel
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When we communicate with our audiences, we use many channels of
communication. This includes non-verbal, pictorial and aural channels.
It is very important that you use as many channels as you can to
communicate with your audience. The more channels of communication you can use at the same
time, the better. I have provided a brief list of examples for each of these types:
- A. Nonverbal
- 1. gestures
2. facial expressions
3. body movement
4. posture
- B. Pictorial
- 1. diagrams
2. charts
3. graphs
4. pictures
5. objects
- C. Aural
- 1. tone of your voice
2. variations in pitch and volume
3. other vocal variety
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ASPECT #5 - The Feedback
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By "feedback" I mean the process through which the speaker receives
information about how his or her message has been received by the listeners and, in turn,
responds to those cues.
The feedback process is not complete until the speaker has responded to
the listener. This process includes the listener's reactions to the speaker's response and
so forth.
You can ask your audience questions and even ask them what their
understanding is of the point you have just made. Watch for non-verbal clues from your
audience and be prepared to respond to the reactions of your audience throughout your
presentation.
It is your responsibility to provide the information your audience needs
to hear. Many times, you many be asked my management to provide a specific message to
their employees that they may not want to hear. Remember, it is the management that is
paying your fee and you are responsible to deliver the message they hired you to deliver.
At the same time, it is important that you are sensitive to the audience and try to
establish a relationship with them through the use of your surveys, conversations during
the social hour, and even discussions following your presentation.
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ASPECT #6 - The Noise
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There are two types of noise a speaker must contend with:
- a. External Noise
b. Internal Noise
Let's look at each of these.
- External Noise - consists of sounds, people talking,
coughing, shifting patterns, poor acoustics, temperature (too warm, too cold), poor
ventilation, and visual interference such as poor lighting, or an obstructed view.
- Internal Noise - if a
speaker is confused or unclear about what he or she want to
express, this is do to internal noise. Internal noise can
also arise if the speaker does not know or misanalyzes the
audience.
The role of the audience and the speaker is to simultaneously communicate
with each other. It is this transactional nature of speech that makes feedback, and
attempts to eliminate noise, so important.
The most specific way a speaker can use to combat noise are:
- a. Use more than one channel of communication at the same time (verbal
& non-verbal)
b. Use repetition and restatement.
The speaker can help combat this noise by making an extra effort to use
as many channels of communications at the same time. It is important to include both
verbal and non-verbal means of communication.
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ASPECT #7 - The Setting
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The place in which you deliver your presentation may be
one that enhances or interfers with the effectiveness of your
presentation. Determine ahead of time what the facilities are
like before you speak. This way you can properly plan
your delivery or make adjustments, if necessary.
I recommend, when practical, that you make a trip to the location where
your speech will take place. I even go so far as to ask the exact room I will be
presenting in and ask the hotel conference coordinator to let me visit the room and check
things out.
On one particular occasion, several years ago, I had visited a room about
1 month before I was to speak at a large association meeting and noticed the room WAS NOT
equipped for a microphone. This was a problem since the attendance was expected to be
about 800 to 1000 people. I checked with the hotel if there were any other rooms available
that same day of the event and I contacted the client and informed them about the
situation. The client contacted the hotel and was able to change the room for their event.
It was my planning that saved both myself and my client some embarrassment had we not
changed the room. I have since spoken for this same client every year for the past 4 years
because of the attention to detail I provided as part of my planning when I first spoke
for them. This little "extra" effort on my part made me memorable to the client.
Look at speaking engagement as opportunities to practice your speaking
skills.
To be truly prepared and effective as a presenter, you must pay attention
to all 7 of these aspects discussed above. This will take practice. The time you spend
remembering these aspects will be worth the effort.
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