Whether sitting on an industry panel, speaking to a crowd or making a round of media calls, the public relations practitioner is always in the spotlight and cannot afford a
lackluster presentation or poor speech habits.
Public speaking is quickly becoming a potent and cost-effective marketing tool, and your success and that of your clients may be affected more than you can imagine by how well
you present yourself, your message and your value to the marketplace.
With so much competition, PR practitioners are finding that offering a free, live presentation is an effective way to be visible and get their names out. But more frequently,
practitioners indicate that they can't place clients who don't communicate well.
This was the case for Arlynn Greenbaum, resident of Authors Unlimited, a lecture bureau for authors. "I recently had a client request an author whose book had just hit the
bestseller list," says Greenbaum. "I went to see the author at a Barnes & Noble reading, and thought she was a terrible speaker. She did not engage the audience. She
stuttered. Every other word was 'uh' or 'you know.' She seemed nervous and overwhelmed by the occasion. Her eyes looked down at the podium almost the entire time she spoke." Even
though the book was on the bestseller list, the result would not be a revenue opportunity for the speaker or the agent.
Tara Modlin, owner of Fireworks, an event planning company in New York City that specializes in the sports industry, notes that poor speaking skills can have a direct impact on
the bottom line, even for celebrities:
"The consequences of a sports celebrity not being able to communicate effectively are a liability. They can range from a loss of sponsorship dollars to a misconception about
the product they are endorsing."
So how you do you avoid the pitfalls of public speaking? Some top speakers offer the following advice:
- Don't speak for too long. Speakers drone on too long for three reasons: They love the sound of their own voice, the message is not properly organized, or they haven't
adequately rehearsed.
Your speech will be 10% longer than your rehearsal time, so practice out loud and time yourself. Know your message points cold. If your speech time gets cut, make fewer points
and eliminate some of the stories and examples.
- Don't speak too quickly. This is often the result of nervousness. Most people don't say the words too fast, they just forget to pause. The brain needs three seconds to
process information. Try the beat technique. Count three beats in your head before moving on to the next sentence.
One new and extremely effective coaching tool is voice spectography software, which allows the speaker not only to hear but also to see their speech patterns on a
screen. They can measure the pause, the pitch, and the speaking rate. Since most people are visually oriented, it gives the client greater control and awareness when working with
a coach.
- Know the audience. Do you carefully tailor the message to fit the audience? Contact the meeting planner and conduct a brief phone interview to profile potential attendees.
Avoid recycling your speeches to every group. Otherwise, you may be a hit in the South, but bomb in New York.
- Don't include too much data. Techies, analysts, and CFOs are guilty of this. If it's an investor relations conference, don't read figures. Tell stories with the numbers.
Practice the rule of three. What are the three major points you want to convey? A speech is a selling opportunity -- not a dissertation.
- Avoid non-words. Fillers such as "um," "ah," "okay," "like," and "you know," add nothing to the presentation and rob the speaker of credibility. Most people are afraid of
silence. Make pauses work for you.
- Make eye contact. We communicate trust, confidence and credibility through the eyes. Darting or downcast eyes will be perceived as nervousness or dishonesty. Connect eye-to-
eye with one person at a time. Visually divide the room into sections. Then talk to one person at a time in each section. Finish a thought and then move on.
- Convey energy through your voice. Nothing is more deadly than a flat, lackluster voice. Passion sells. To avoid seeming depressed or boring, use more hand gestures or
highlight key words in your notes and emphasize them with your voice. Add stories or examples to bring the message to life.
Success today requires good speaking skills. If you ramble, speak too rapidly or lack enthusiasm, the audience may discount you as an expert. Avoiding the pitfalls of public
speaking is a must. With coaching and practice, anyone can be an effective speaker.
Contact:
These tips were provided by Diane DiResta, president of New York City-based DiResta Communications, Inc. She can be reached at 212.481.8484 ext. 312, or [email protected].