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Power Speeches and Media Interviews

By Al Rothstein, President, Al Rothstein Media Services, Inc.
As Published in the American Society of Association Executives
"Chapter Relations, Communications"

Human Value

Ask the person sitting closest to you what they do for a living and I'll bet that they tell you their job title. What's wrong with that, you ask? Job titles are boring and meaningless (even if someone tries to convince you that it's better than a raise), especially when it comes to bringing out the "human value" of what you really do.

So if your colleague responds to your original question by describing what he or she does for the human race or how people benefit, you will have a much better idea of how that person earns their way. The next time you speak to an audience, whether it's a live speech or a media interview, if you can bring out the "human value," you will be much more successful. As a professional, you may have occasion to address your colleagues at a local, national or international meeting. Think of yourself as an artist who is painting a picture. The artist who illustrates the most effectively will be remembered.

Right and Wrong

In my training seminars, I have found that there are key elements that make presenters either memorable or candidates for the "Sominex Poster Child." The number-one mistake in presentations or media interviews is lack of preparation. Nervousness is directly proportionate to your degree of preparation. The number-two mistake, and one that is overlooked by even the experts, is trying too hard to impress, expecially in front of an audience of peers. That can lead to the following no-no's:

Using too much industry jargon
Speaking in an unemotional tone
Using too many statistics
Being flat-out boring

When you are guilty of some or all of the above, your audience will appreciate you - not for your excellent presentation but for the good sleep you have inspired.

Try the following tips to add power and life to your presentations and media interviews:

Speak in plain language. Remember that even though you may be addressing colleagues, they may eventually have to interpret your perspective to a layperson (a doctor to a patient or a lawmaker to constituents). This way, you're not only helping them understand your side, you're helping them communicate it, and sell it, to others.
Control your emotions. Too much emotion is not good, but don't let that keep you from emphasizing certain key words and phrases. Proper emphasis shows you believe in what you're saying. This is where rehearsal helps. I recommend not only practicing in front of a mirror (at least 10 times), but also with an audiocassette player.
Mix it up. Statistics are necessary to make a point, but be honest with yourself: When was the last time you enthusiastically sat through a lengthy slide show filled with charts, graphs, and statistics - especially after a nice, big, sleep-inducing lunch? Can you truly say that you enjoyed every minute of it? Slide shows are effective when they're mixed with real stories, videotape, and other media elements.
Be human. Anecdotes help make your point better than anything. One way to impress your audience is with stories about real experiences you've had that illustrate your point. Remember, however, to keep your stories short. It's harder to do this with television interviews. You should limit those to between 10 and 15 seconds. Yes, it can still be done in that amount of time!
Humor makes a big difference. Many people are afraid that they'll tell a joke and fall flat on their face. Try telling the joke to friends (make sure they're good friends) before you tell it during a presentation.

In many cases, you'll find that your audience really wants to be sold on your message. That's a big advantage to you. Not following the above steps can quickly "unsell" an audience.

Evaluate Yourself

How do you know if you've accomplished your presentation's objective? It's especially difficult with an audience of colleagues because they may not want to injure your pride by telling you they've heard better speeches at political conventions. It's vital to develop a system for evaluating yourself. Don't let the criticism discourage you; learn from it!

An evaluation sheet should make optional the name and address of the participant. It should also provide space for general comments. It's up to you whether to let participants grade you on a scale of one to five, or ask specific questions such as, "Was the presenter able to answer questions thoroughly?" You may also use the evaluations as references. I recommend informing your audience if you intend to do that.

Be Different

How many speeches or presentations have you attended lately? How many media interviews have you heard? Which ones do you remember and why? Keep in mind that, like you, your audience has heard countless presentations. Yours must stand out! Do it with human stories and your own anecdotes.

By making your audience remember, you will add power to your presentations and help sell your industry and your point.