By James A. Baker
Founder
Baker Communications
Whatever the topic of your presentation, whatever audience you are addressing, and whatever you hope to accomplish as a result, the primary goal is the same: to make your message heard. There are a number of factors that contribute to your audience listening to you, absorbing your message and taking your perspective on board.
Your Audience
A major factor in the success of your presentation is the makeup and perspective of the audience itself. Consider what your audience is likely to be interested in, how they will respond emotionally to your message, and what it will take to convince them that it is worthwhile listening to what you have to say.
To analyze these issues it is necessary that you either know something in advance or are able to make some reasonable assumptions about the people you will be speaking to. Consider their industry, their interests, their roles in the company, and if possible their individual personalities. Tailor your delivery and the focus of the message according to the needs of your audience.
Always consider the W.I.I.F.M. factor - “What’s In It For ME?” Your audience needs a good reason to listen to you, so make clear what they stand to gain. Let them know what’s in it for them. What will they learn? How will they benefit? What do you have to offer?
Your Message
What is the occasion of your presentation? Are you making a sales pitch, or a speech at a charity banquet? Are you highlighting financial issues at a quarterly board meeting, or bringing your team up to speed on a new procedure? Not only your message, but your delivery style, the speed and tone of your voice, even your body language would not be the same in all these circumstances.
Know your topic. You don’t have to be the world’s leading expert, but you should have sufficient knowledge to be able to speak with confidence and authority and to answer questions, should they arise - or at least know where to find the answers. Know the arguments for and against your proposition and make some effort to address both in the course of your presentation.
If you are going to have a Q&A or expect people to raise questions in the course of your talk, take some time beforehand to consider what they are going to ask. Before they ask, you should already have planned how to answer. Be ready to explain, to exhibit evidence, to offer solutions to problems. Anticipate what your audience might have questions about, or where you should be able to provide additional data to back up your points. If you get a question you aren’t prepared to answer, don’t change the subject or make something up - admit that you don’t know, and promise to get back to them with a solution after you have done the necessary research.
YOU
Even if you have given the audience a compelling reason to listen and a well-conceived message, many audiences will want to know why they should listen, specifically, to YOU. Let them know who you are and where your expertise or authority lies. What are your credentials? Why were you selected to speak to this particular group on this particular topic?
Work on your delivery and your body language. Remember that a timid approach is neither confidence-inspiring nor convincing. A confident tone, good projection, authoritative posture, and open movements will do wonders for your credibility, not to mention the clarity of your voice. The people in the back of the room will be especially appreciative.
Don’t memorize your presentation; the most likely result of this approach is that you will forget a line or stumble, then lose your place - as well as your authority in the eyes of the audience, and possibly a chunk of necessary content. Don’t read it, either, as this will not allow much eye contact, and frequently leads to a room full of people dozing while the speaker mumbles over a podium. Prepare your presentation as an outline; you can refer to it as needed, but you should know the substance of your message well enough to extemporize over your main points.
Finally, make an effort to communicate your own enthusiasm to the audience. Allow yourself to show animation and emotion. They cannot be expected to have interest in a message that doesn’t seem to interest you. Your belief, interest, enthusiasm or excitement is contagious - make sure the audience catches it, and they will gladly listen to everything you have to say.
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