MAKE ‘EM LAUGH: ADD A TOUCH OF HUMOR TO PRESENTATIONS

Have you heard the one about the healthcare marketing executive who started off her sales presentation with a joke, didn't get a single laugh, and blew the whole sale? It's not only not funny _ it happens all the time.

But using humor properly in your presentations can be a real shot in the arm. Used with restraint, a joke or riddle can make your ideas more memorable, clarify your points and persuade your listeners.

Healthcare executives who aspire to leadership will do well to become polished public speakers, said Dr. Peter Desberg, author of No More Butterflies, a book on public speaking.

People who articulate well and with humor are seen as more knowledgeable in the marketplace than their colleagues who cannot communicate well from the speaker's podium --perhaps because of lack of preparation, vocal problems or stage fright.

"Instead of helping people get over stage fright, I want them to look forward to public speaking and getting a great response from their presentations," said Desberg. "Humor can be used to make difficult situations more approachable."

For example, Susan Dubuque, president of MSI Consulting, a healthcare consulting firm in Richmond, Va., is a frequent driver on the speaker's circuit and almost always uses humor in her speeches.

"I've have found that I must keep people on their toes and thinking," said Dubuque. "If I don't use humor, I will eventually lose people along the way." Whether it's a presentation for the CEO, a group of physicians or a press conference, the key is to go for smiles and warm chuckles, not for belly laughs. You want people to pay attention, not roll in the aisles, unless your goal is to be a professional comedian.

"You don't have to use complicated jokes and stories," said Dr. Irene Deitch, professor of humor psychology at College of Staten Island in New York. "Try looking at the world in new and unconventional ways. You can be funny simply in the way you express yourself."

The Best Target of All: You

Most humor has a specific target, and you are the best target of all, say humorists. You will not only entertain that way, but also win all sorts of extra points with your listeners. By telling self-effacing jokes, you're telling them that you are a good sport, said Dr. Christopher Peterson, professor of psychology at University of Michigan in Ann Arbor, MI. For example, one healthcare consultant used the joke: A consultant doesn't know any more than you do. She's just better organized and has slides.

Among the suggestions culled from experts for improving your public speaking:

  • Practice your speech in front of a video camera or at least in front of the bathroom mirror.
  • Buy a joke book such as Bringing Home The Laughs by David Corrigan.
  • Get feedback on your speaking technique from someone who is a good public speaker.
  • Learn to intersperse your message with effective humor.
  • Work with a coach.
  • Join Toastmasters International, an international public speaking group. Membership is about $25. To find a local one in your area call 888/862-7818.
  • Take a public speaking course at your local university or community college.

(Peter Desberg, 213/466-4830, Irene Dietch, 718/982-3771, Christopher Peterson, 313/764-6597)