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Public SpeakingHow to make your audience stayawake
Next to having a vision to aim at, a leader should
master the art of speaking to groups in order to
ensure understanding, influence members,
encourage collaboration, intensify performance
lead a group towards goal achievement. So off we
go
Herv Tunga
15.08.2011
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Content1. Abstract...........................................................................................................................................4
a.
Podium panic
..................................................................................................................................
4
b. Anxiety and nervousness...............................................................................................................5
Thepatternoffear'........................................................................................................................5
Benefitsofnervousness......................................................................................................................5
Crossoverpoint...................................................................................................................................5
Tipsandtricks......................................................................................................................................6
Bewellprepared.............................................................................................................................6
Practice............................................................................................................................................7
Haveabackup.................................................................................................................................7
Reducefearofyouraudience.........................................................................................................7
Relaxbeforespeaking.....................................................................................................................8
2. Body language................................................................................................................................9
Whatcarriesthemessage?.................................................................................................................9
Voice................................................................................................................................................9
Eyecontactandfacialexpressions..................................................................................................9
Gestures..........................................................................................................................................
9
Voice....................................................................................................................................................9
Tipsforusingyourvoice......................................................................................................................9
Whenpresenting.............................................................................................................................9
Forimproving................................................................................................................................10
Eyecontact........................................................................................................................................10
Why?..............................................................................................................................................10
How?..............................................................................................................................................
10
Whatpreventsit?..............................................................................................................................10
Howtoattractapersonsgaze?........................................................................................................11
Gestures............................................................................................................................................11
Standing.........................................................................................................................................11
Postureandbodyorientation.......................................................................................................12
Movements...................................................................................................................................12
Messagedelivery...............................................................................................................................13
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Claptraps........................................................................................................................................13
TheDAGMARphilosophy..............................................................................................................13
GoldenCircle.................................................................................................................................14
Roman
Column
..............................................................................................................................
15
3. Sources.........................................................................................................................................16
Session Responsible: Herv Tunga (BEST)Co-trainers: Arne Reis (AEGEE)
Herve Tunga (BEST)
Lies Schakelaar (IFMSA)
Luka Lacan (EESTEC)
Mircea Vardan (BEST)
Nick Mamo (IFMSA)
Wander Kenter (IFMSA, EMSA)
Theaimof this training is: to helpyoutodeliverapowerfulpresentation.Theobjectivesofthis training are:
... to be able to modify negative consequences of stage fright.
... to be able to use vocals and body language for supporting your
message.
... to be able to design a speech.
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1. AbstractNexttohavingavisiontoaimat,aleadershouldmastertheartofspeakingtogroupsinorderto
ensureunderstanding,influencemembers,encouragecollaboration,intensifyperformanceleada
group
towards
goal
achievement.
Public
speaking
can
be
a
powerful
tool
to
use
for
purposes
such
as
motivation,influence,persuasion,teamwork,etc.
Inpublicspeaking,asinanyformofcommunication,therearebasicelements,oftenexpressedas
"whoissayingwhattowhomusingwhatmediumwithwhateffects?"Thepurposeofpublicspeaking
canrangefromsimplytransmittinginformationtomotivatingpeopletoact.
a. Podium panicDidyouknowthatpublicspeakingtopsthelistofphobiasformostpeople?Surveysshowthatfearof
speakingin
front
of
groups
is
the
greatest
fears
people
have
not
dying,
not
spiders,
not
heights
publicspeaking!
Sowhatexactlyarepeopleafraidofwhenitcomestopublicspeaking?
1. Dryingupornorbeingabletospeak2. Yourmindgoingblank forgettingwhatyouaretalkingaboutz3. Havingsomeoneintheaudiencethatknowsmorethanyou4. Peoplenoticingthatyouarenervous5. Havingtorunscreamingfromtheroom6. Lookingfoolish7. Thepresentationbeingsoawfulandembarrassingthatyoursocial/careerrelationshipsare
foreverruined
8. TheimpossibletoanswerquestionfromHell9. Theaudiencetalkingoveryouorwalkingout10.Dyingonstage(OK,sowemadethatuptomakeitupto10 )
Whatcanyoudoaboutthisfear?
Firstly,accept
that
you
need
fear.
We
wouldnt
be
here
today
ifour
ancestors
didnt
rely
on
this
fear
tosurvivebigger,strongerandfastpredators.Wedonthavepredatorsnowadaysbutourbodystill
reactsasthoughwedo(shakingknees,butterfliesinthestomach,sweatingpalms andsoon).
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b. Anxiety and nervousnessWhenpresentingyouneedalittleanxietyasthiswillimproverecall,raiseenergylevelsandmakefor
amorefocused,dynamicspeech.Anoverlylaidbackspeakercaneasilybore!
Soyoudontwanttoomuchanxietyandyoudontwanttoomuchrelaxation.Youneedenough
tensiontogiveyouenergy,andenoughcalmnessforclearthinkingandrecall.Youneedtheright
balance.
Thepatternoffear'1. Youhaveapresentationcomingup.2. Youthinkaboutit,imaginingthingsgoingwrongandsofeelanxious.3. Unknowingly,youbuildupanassociationbetweenthethoughtofthespeechandthefeeling
offear.
4. Yougointotheactualsituationandgetafearresponse!Repeatedoftenenough,thiswillcausethetwotobecomeverycloselyassociated.Thisisnegative
mentalrehearsalfortheevent.Notsurprisingly,whenyougointotheactualsituationyoufeel
terrified!
DoggedbyanAncientBrainAsIvanPavlovshowed,dogsthatarerepeatedlyfedwhilsthearingabellcaneventuallysalivate
whenjusthearingthebellwithoutfood.
Peoplewhorepeatedlyfeelfearcoupledwithimaginingsomething,findtheyfeelfearwhenthe
situationarrives.
However,peoplecanlearntoassociatetightropewalking,fightinginbattlesordefusingabombwith
astateofpsychologicalcalm.
Youcanlearntochangeanassociation.
Benefitsofnervousness
Activates
adrenaline
supply
Makeseyesshine Putstheedgeonthepresentation Createsanatmospherewithabitofadrama Asignthatyouarealive Asignthatyouraudienceisimportantforyou
CrossoverpointThemomentwhennervousnesstakesoverthepresenterandinsteadofbeingalifesign,itbecomes
adarkcloudhangingabovehim/her.Theaudiencestartsfeelingthenervousnessandconcentrates
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moreonthatthanonthepresentationitself.Thenervousnessofapresenterwhoisoverthe
crossoverpointreflectsbackintheaudience.Infacttheaudiencebecomesnervous.
TipsandtricksDontfightit!Acceptitasapositiveinfluence.
Thereareseveralstepsoftrickstousetoovercomethefearofmakingamistakeorlookingfoolish
whenyouspeaktoagroup:
1. Bewellpreparedbeforespeakingtoagroup2. Practiceyourspeech3. Haveabackup,incaseyouforgetwhatyouwanttosay4. Reducethefearofyouraudience5. Relaxyourselfjustbeforeyouspeak
Bewellprepared Byleavingnothingtochance,chancesoffailureorgoofupsaregreatlyreduced! The9Psrule:
PriorProperPreparation
PreventsPoorPerformanceofthe
PersonPuttingonthePresentation
Knowyourmaterial- Createapicturesquepresentationmap,avisualdescriptionofwhatyourmaintopics
areandhowtheyareconnectedtoeachother.Memorizethepicture.Itiseasierto
memorizepicturesthanwords.
- Donotlearnyourscriptbyheart.Atmostlearnsomeimportantkeywordsbyheart.- Memorisethefirstandthelastpartofyourpresentation.Itsapsychologicalknown
factthatwhenyouknowwellhowtostartandendyouwillfeelmoreconfident.
Dontlearneverythingbyheart!!
KnowtheaudienceYoucanusetheA.U..D.I.E.N.C.EAnalysis:
Analysiswhoarethey?Howmanywillbethere?
UnderstandingWhatistheirknowledgeonthesubject?DemographicsWhatistheirage,sex,educationalbackground?
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InterestWhyaretheythere?Whoaskedthemtobethere?
EnvironmentWherewillIstand?Cantheyallhearandseeme?NeedsWhataretheirneeds?Whatareyourneedsasthespeaker?
CustomizedWhatspecificneedsdoyouneedtoaddress?
ExpectationsWhatdotheyexpecttolearnorhearfromyou?
KnowtheconditionsunderwhichyouwillspeakPractice
Youshouldpracticeyourspeechmanytimesbeforeyougiveit.Evenifyouknowthematerialverywell,themoreyougiveatalk,themoreautomaticitbecomesandyougain
moreconfidence
Practicealonesaythespeechoutloud,itisgoodtogetthematerialingrainedinyourmemory
Useamirrorthiswayyougetanideaofhowyoulookwhenspeaking.Ifyoumustrefertonotes,itallowsyoutopracticeeyecontactwiththeaudience
StandinthecornerSayyourspeechwhilestandinginthecorner.Thesoundreflectsbacktoyou,andyoucangetanideaofhowyousoundwhenyouspeak.
Recordyourpracticeuseacameraorataperecorder.Thisforcesyoutoavoidpausingtotrytorememberthings.Itallowsyoutoplaythepresentationbackandstudyhowyoumove,
howyousound, yourtiming,yourphrasing,andthecontentofthematerial.
Useyourfriendspracticeinfrontofthem.Itisaveryimportantwaytopractice,becauseitsgettingclosertotherealworld.Evenanaudienceofonepersonisgoodforthistypeof
practice
HaveabackupBringalongasecurityblanketorsafetynetincasesomethinggoeswrong
Outlineitsgoodtohaveyourpresentationoutlinedonsmallcards.Youcanrefertothemincase
youforgetsomething.Itisacceptabletoanaudience,aslongasyouarenotreadingeverything
wordfor
word
from
ascript
Reducesanxietyaboutforgettingwhatyouweregoingtosayorhavingyourmindgoblank.Youmay
neverusethecards,butthefactthatyouhavethemjustincasecanreducethebutterflies.
ReducefearofyouraudienceThemoreimportanttheaudienceortheoccasion,thegreateryourfearcanbe.Youdontwantto
looklikeafoolinfrontofthebossesatwork,yourpeers,orevenyourfriendsandrelatives.
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Notthatimportantonemethodtoovercomeistovisualisethepeopleasnotallthatimportant.Anoldtrickistoimaginethattheaudienceisnaked.PresidentFranklinD.
Rooseveltvisualisedhisaudienceontheporch,atthedinnertableitcreatedafeeling
ofintimacyandtrust.
IndividualsVisualiseyouraudienceasindividuals,notamassofpeople.Imaginethatthe
only
person
listening
is
your
best
friend
.Your
audience
listens
to
you
as
one
person
atatime,sospeaktothemasindividuals,neverasagroup.Createaprototypeaudience
memberandmakeupastoryabouthislife,hisproblems,andhisneeds.
Usepositiveapproachtheyareonyourside.Theywanttohearwhatyouhavetosayandtoseeyoudowell.Theyarenottheretoseeyoufail.
RelaxbeforespeakingWhileyouarewaitingforyourpresentationonthespotdosomesimpleunnoticeableexercisesto
increaseyourbloodcirculation.
Takeabriskwalk.Walkabout5minutesaroundtheblock,oratleastoutsidethemeetingroom.Itwillloosenupyourbodyandpreventlateronfromkneeshaking.Italso
burnsoffexcessivenervousnessandgivesbothphysicallyandmentallyafeelingof
movingforward.
Dontsitwithyourlegscrossedbeforethepresentation.Oneofyourlegsmaygotosleepandwillnotfunctionwhenyouhavetostandupfast.Keepbothfeetonthefloor,
leanabitforwardwhilesittingandexerciseyourlegsbywigglingyourtoes.(Nobodywill
realizeit).
Whileyouaresittingletyourarmsdangleatyoursides.Letyourarmsjusthangthere.Makebelievethatyourfingersandarmsaresupportedbythecarpet.
Twirlyourwristssothatyourfingersshakeloosely.Justbegentle.Slowlyyouareshakingthestressoutofthem.
Pretendthatyouarewearinganovercoatandyoucanfeelitrestingonyourshoulders.Shouldershunchupwhenyouarecoldornervous,makingyourwholebodyfeeling
tense.Thisimaginaryheavycoatwillmakethemrelaxed.
Waggleyourjawbackandforth34times.Itwillprotectyoufromthetightjawsyndrome.
If
you
hear
your
bones
grinding
probably
you
are
tense.
Dotheoldtrick:deepbreathing.Whenyouinhale,yourstomachgoesout,whenyouexhaleyourstomachcomesin.Findagoodventilatedspotanddothisexercisefortwo
minutes.
Sayletgo.Saytoyourbrain,nerves,muscles,andarterialsystemtoeaseoffandletgo.
Designawarmuproutine(e.g.liketheoneabove)thatsuitsforyouthebestandfollowitrigorously
eachtime.Thesecretistohavealwaysthesameroutine.
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2. Body languageBodylanguagecanaccentuate,complement,substituteorcontradictwhatyouoriginallymeant.
Whatcarries
the
message?
VoiceYourvoicehascertaincharacteristicsyouarebornwithandyoucanlearntouseitbyplayingwith
mostthingsyoucaninfluencelikearticulation,speed,volume,intonation.
EyecontactandfacialexpressionsLeavethatdeadpanexpressiontopokerplayers.Agoodspeakerrealizesthatappropriatefacial
expressionsareanimportantpartofeffectivecommunication.Infact,facialexpressionsareoften
thekeydeterminantofthemeaningbehindthemessage.Peoplewatchaspeakersfaceduringa
presentation.When
you
speak
your
face
more
clearly
than
any
other
part
of
the
body
communicatestoyouraudienceyourattitudes,feelingsandemotions.
GesturesGesturessupportyourpresentation.Theyhelptokeepyouraudienceawake.Useyourhandsto
evokeemotionssuchasenthusiasm,passion.Thoughitisimportantnottoexaggerateandrepeat
themtoomuchoroverdo.Theyshouldbeusedaccordingtoyourpersonalityandnaturalwayof
beinganditsperfectlyOKnottousethemthoughyoupreventyourselftouseasupport.
VoiceYour
voice
has
the
following
features
that
will
be
described
below:
Volumeishowloudthesoundis.Thegoalistobeheardwithoutshouting.Donotmumble,orwhisper.(Evenifyoudontwantyouraudiencetohearittheywill.)Also,
dontspeakwhilewritingontheflipchart.
Toneisthecharacteristicsofasound.(eg.Anairplanehasatotaldifferentsoundthanleavesbeingrustledbythewind)
Pitchdescribeshowhighorhowlowanoteis. Paceishowlongasoundlasts.Talkingtoofastcausesthewordsandsyllablestobe
short,whiletalkingslowlylengthensthem.Peopleonaveragetalk120wordsperminute.
Thehuman
brain
can
interpret
words
up
to
the
speed
of
480
words
per
minute.
Colouristherichnessofavoice,somepeoplehavee.g.awarmvoiceTipsforusingyourvoiceWhenpresenting
Avoidbeingmonotone Intonation:increase,decrease. Avoidusingjargon,abbreviations,foreignwords Useappropriatespeed,pauses(notinthemiddleofasentence),andarticulation. Silencefor10sec.isOK,sometimesevengood.
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Newthought,newpitchvaryyourpitchtoconveyanewpointrmessage Dontread,noexcuses
Forimproving
Record
your
voice
on
an
audiotape.
Playitback.Listentoit.Trytodescribeit. Watchforstopwordsliketheyouknows,eeeeersandands. Makethreeresolutionsonimprovement. Recordandlistenagain. Lookafteryourvoice!Drinkplentyofwaterthenightbeforeavoidredwineand
cheeseandanythingwithcaffeine
EyecontactIfyouarenotgoingtouseeyecontactinyourpresentationyoumightaswellFedExyour
messageto
the
meeting.
Why?Eyecontactisthecementthatbindstogetherspeakersandtheiraudiences.Itisthebestandeasiest
waytokeepintouchwithyouraudienceandtogetfeedbackfromthemwhilepresenting.Eye
contactmakesthespeakingsituationatwowaycommunicationprocess.Whileyouaretalking,your
listenersarerespondingwiththeirownnonverbalmessages.Useyoureyestoseekoutthisvaluable
feedback..Itwilltellyouiftheyareinterested,bored,tired,needabreak.
How?Goodeyecontactisnotamatterofhowlongyoulookintosomeoneseyes.Itisamatterofpunctuation.Itisaregistrationofanidea,phrase,orevenaword,bythecontinuouslinkingupof
theeyes.
Lookintotheeyes;ifyoudontdaretolookintotheeyeslookbetweentheeyes Dontlookatthefloor,theceiling,outside, Lookateverybody:
Ifyouraudienceisbig:divideinpartsandlookatthecentreofeverypart DontforgetthesideswhenparticipantsaresittinginaUshape!!
Looklongenough:notjust1secondperperson Maintaineyecontactthroughoutyourwholepresentation Selectonepersonatthebeginningafriend,orafriendlyfaceandusehim/herasastart
uppoint.
Lookmoreorless5secondsinpeopleseyes.Whatpreventsit?
Toomuchlight.Youarestandingonastageandareflectorpointsatyou. Youaretoofarfromyouraudience. Handouts.Thinktwicebeforeyougivethemawayduringyourpresentation.
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CocktailPartyEyesYoureyestellyouraudiencethatyouarenotinterestedinthemandwishtobesomewhereelse.
Howtoattractapersonsgaze?Researchshowsthatoftheinformationrelayedtoapersonsbrain,87%comesviatheeyes,9%via
theears,and4%viatheothersenses.Whileyouaredeliveringapresentationoratraining,if,for
example,thepersonislookingatyourvisualaidasyouarespeaking,hewillabsorbaslittleas9%of
yourmessageifyourmessageisnotdirectlyrelatedtowhathesees.Ifthemessageisrelatedtothe
visualaid,hewillabsorbonly2530%ofyourmessageifheislookingatthevisualaid.Tomaintain
maximumcontrolofhisgaze,useapenorapointertopointtothevisualaidandatthesametime
verbalizewhathesees.Next,liftthepenfromthevisualaidandholditbetweenhiseyesandyour
owneyes.Thishasthemagneticeffectofliftinghisheadsothatheislookingatyoureyesandnow
heseesandhearswhatyouaresaying,thusachievingmaximumabsorptionofyourmessage.Besure
thatthepalmofyourotherhandisvisiblewhenyouarespeaking.
GesturesGesturesarereflectionsofthespeakerspersonality.Whatsrightforonespeakermaynotbefor
another.Herearesomeguidelinestohelpyoubecomeadynamiceffectivespeaker.
1. Respondnaturallytowhatyouthink,feelandseeDontinhibityourimpulsetogesture,youwillprobablybecometense
2. Createtheconditionsforgesturing,notthegestureWhenyouspeakyoushouldbetotallyinvolvedincommunicatingnotthinkingaboutyourhands.Tourgesturesshould
bemotivatedbythecontentofyourpresentation.
3. SuittheactiontothewordandtheoccasionYourvisualandverbalmessagesmustfunctionaspartnersincommunicatingthesamethoughtorfeeling.Everygestureyou
makeshouldbepurposefulandreflectiveofyourwordsortheaudiencewillnotethe
effect,notthegestureitself.
4. MakeyourgesturesconvincingYourgesturesshouldbelivelyanddistinctiftheyaretoconveytheintendedimpressions.Effectivegesturesarevigorousenoughtobeconvincing
yetslowenoughandbroadenoughtobeclearlyvisiblewithoutbeingoverpowering.
5. Makenatural,spontaneousgesturingahabitthefirststepistodeterminewhat,ifanything,youaredoingnow.Handsoftenreflectthenervousnessofthespeaker.Heresa
methodtoovercomeonthat:
Recordapresentationonvideooraskafriendtowatchyou Getfeedbackonlyonyourhandgestures. Taketwoheavybooks(dictionaries)intoeachofyourhands. Repeatthepresentation.Thegesturesyouseenowaretherealones.Therestis
nervousnessandshouldbeeliminated.
StandingPresentationsaredeliveredstanding.Herearesomeelementsyoucouldhaveinmind.
Standunsupported,dontleanonatableorawall, Donthidebehindtable,flipcharteasel,evenavoidusinglecterns.
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Beforeyoustartyourpresentationspottheplacewhereyouwillstand.Keepyourbothfeetonthegroundwhilesitting.Standupfastandgototheplacequickly,thiswillshow
confidence.
Payattentionnottostandinfrontofvisuals.
You
can
have
a
strong
position:
standing
on
1
place,
not
or
very
little
moving
with
the
legs.
Theenergyandfocusisconcentratedontheupperpartofthebody(faceandhands),be
suretousetheminagoodway.
Youcanhaveafreewalk:movingaroundnaturally.Becarefulnottomovetoomuchandtomoveinagoodway(notupanddown,dontturnaround,)
Postureandbodyorientation Turntowardstheaudience.Alwaysfacetheaudience. Dontspeakwhilewritingonaflipchart.Trytowriteonaflipchartwhileyouarestanding
besideit.Youcanasksomeoneelsetowriteontheflipchartifnecessary.
Handsandarmsnotcrossed.Crossedarmsorhandsareasignofbeingclosed,notcrossedarmsshowopenness,confidence.
MovementsNevermovewithoutareason.Movingyourbodyinacontrolled,purposefulmannercreatesthree
benefits:
1. Supportsandreinforceswhatyousay2. Attractsanaudiencesattention3. Burnsupnervousenergyandrelievesphysicaltension
Theeyeisinevitablyattractedtoamovingobject,soanybodymovementyoumakeduringaspeech
invitesattention.Toomuchmovement,eventherightkind,canbecomedistractingtoanaudience.
Bearinmindthefollowingtypesofbodymovement:
Steppingforwardduringaspeechsuggestyouarearrivingatanimportantpoint Steppingbackwardindicatesyouveconcludedanideaandwanttheaudiencetorelaxfora
moment
Lateralmovementimpliesatransitionalaction;itindicatesyouareleavingonethoughtandtakingupanother.
Thefinal
reason
for
body
movement
is
the
easiest;
to
get
from
one
place
to
another.
In
almost
every
speakingsituationyoumustwalkfromthelocationyouareaddressingyouraudiencetoyourprops,
especiallyifyouareusingvisualaids.Alwayschangepositionsbyleadingwiththefootnearestyour
destination.
Usethreepositionswithvisualaids.Yourhomepositionisfrontandcentre.Theothertwo
positionsshouldberelativelynearthehomeposition.Youcanmovetotherightofthelecternand
thentotheleft.Usingandvaryingthesethreepositionspreventsyoufromfavouringonesideofthe
audience. Ifyouarespeakingonstage,thesethreepositionsarecalledfrontcentre,stageleftand
stageright.Neverstandinfrontofanyvisualaid.
Remember:
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Moving,changingplaceskeepstheattentionup. Dontstartmarchingupanddownifnotnecessary Yourwalkshouldshowconfidence. Findtherightplace.Nottooslow,nottoofast.
Use
your
arms
and
hands;
never
leave
them
in
your
pockets.
Supportyourspeechbyusingyourarmsandhands:showenthusiasm,supportwordsbutbecarefulforcontradictorysigns(e.g.sayinghighbutshowinglow)
MessagedeliveryWhateveryoumessagemaybe,deliveredinaspeechorpresentation,itisveryimportanttohavea
stronglayoutforyourmaterial.Besuretohaveastrongstartandclose.Youwanttocaptureyour
audiencerightoffthebatandleavethemwithaclosethatmakesthemwantingmore.Besure
everythingflows achoppymessagecanleaveyouraudienceconfusedandfrustrated.Especiallyin
presentations inyourclosing youshouldalwaystrytorecapthemainpointshighlightedinyour
presentationto
refresh
their
memories
before
they
leave.
You
could
have
some
great
information
for
thestartofyourpresentation;howeverthelongerandmoreinformationyougivethem,theeasierit
willbetoforgetthatinitialinformation.Summarizingyourpresentationwillallowthemtoremember
yourpresentationmoreclearly.Nexttotheseguidelines,herearesomemethodsonecanfind
handy
Claptraps contrast usingthenumber3 riddle combination repetition useofvoice
TheDAGMARphilosophyThismodelallowsforthecumulativeimpactofadvertisements,althoughnotingaquantitative
way.Colleysdefiningadvertisinggoalsformeasuredadvertisingresults(DAGMAR)modelrefersto
thesequentialstatesofmind,throughwhichitisassumedconsumersmustpass:
1. Unawareness2. Awareness3. Comprehension4. Commitment5. Action
Colleydescribestheselevelsasthemarketingcommunicationsspectrum.Advertisingisseenasone
ofanumberofmarketingtools(theothersbeingpromotion,personalselling,publicity,price,
packaginganddistribution)which,actingsinglyorincombination,movetheconsumerthrough
successivelevelsofthespectrumasfollows:
Unawareness/awareness
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Peoplewhohaveneverheardoftheproductareattheunawarenesslevel.Itispossiblethatpeople
buyproductswhosenamesareunknowntothem,butsuchsalesarefew.Atthislevelthe
advertisementistryingtomakethepotentialcustomerawareoftheproductsexistence.
ComprehensionAtthisleveltheconsumerisnotonlyawareoftheproduct,butrecognisesthebrandnameandthe
trademarkandalsohassomedegreeofknowledgeabouttheproductwhatitisandwhatitdoes.
Thisknowledgemayhavebeengainedfromtheactualadvertisementorgainedafteraninformation
searchpromptedbytheadvertisement.Forexample,apotentialhotelguestwouldbethisstage
recognisethenamesofhotelsXandY,andalsoknowthathotelXisathreestarhotelnearthe
airport,whilehotelYisafourstarhotelinthecentreoftown.
CommitmentCommitmentimpliesafirmattitudetowardstheproduct.Inthehotelexample,convictionmaybe
illustratedby
aconsumer
who
says
Hotel
A
is
afour
star
hotel
in
city
Zwhere
Ican
get
good
service
forareasonableprice.IintendtostaytherenexttimeIvisitcityZ.Colleyillustratestheconviction
levelbyexamplesofawomanwhoprefersaparticularbrandoflipstickandamanwhoprefersa
particularbrandofbeer,wherepreferencesareonanemotionalratherthanastrictlyrationalbasis.
ActionAtthisstagetheconsumerhasmadesomeovertmovetowardthepurchaseoftheproduct.Inthe
hotelexamplethiswilloccurwhenthecustomertriedtobookahotelroom.Inducinganactual
purchasemaybebeyondthepowerofadvertising(thehotelmaybefullybooked,ortheroomrate
maybeconsideredtooexpensive)buttheadvertisementwillhavebeenacteduponwhichisthe
endpoint
of
the
Starch
model.
GoldenCircleTherearethreeessentialpiecesforanorganizationtofunctionatitsbest:Why,HowandWhat.In
theworldtoday,however,thevastmajorityoforganisationsfocusononlytwoofthosepieces:How
andWhat strategiesandtacticsoroperationsandresults.HowandWhatarevital,butWhyare
theydoingthosethingsinthefirstplace?
Everypersonandorganizationontheplanetknowswhattheydo.Someknowhow
theydoitbutveryfewknowWHYtheydowhattheydo.
MoneyisnotaWHY,it'saresult.
ByWHY,wemeanwhydoesyourorganizationexist?
Whydoyougetoutofbedeverymorning?
Andwhyshouldanyonecare?
Theleaderswhoinspireusallthink,actandcommunicatetheexactsamewayandit'sthecomplete
oppositetoeveryoneelse.Thosewhoinspirearenotdrivenwithwhattheydo;theyaredrivenwith
WHYtheydoit.
Unliketherestofus,thosewhoinspirethink,actandcommunicatefromtheinsideoutofThe
GoldenCircle.
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WHY?ThemorepeopleandorganizationsthatlearnaboutWHY,themorepeopleandorganizationswill
operateinbalance.Thismeansmorepeoplewholovetheirjobs,increasedproductivity,more
innovation,greaterefficiencies,enhancedloyaltiesandtheabilitytomaintainallofthosethingsfor
thelong
term.
Those
who
know
WHY
are
the
ones
who
lead.
HOW?OnceyouknowWhy,HowwillyoubringyourWhytolife?
Howsarethestrategies,guidingprinciplesoractionsthatinformthepathyouwilltakeinpursuitof
yourWHY.TheyaretheroadmaporthecodeofconducttostarttomoveaWhyintosomething
usefulandtangible.Theyare,quiteliterally,theactionsyoutakeortheenvironmentinwhichyou
workbest.Ifyoufocusonthebigpicture,forexample,youwontworkwellwithotherswhoare
obsessedwiththedetails.
KnowingHowisthekeytorecruitingpeoplewhoworkwellinyourculture,formingpartnershipsthat
willlastandfindingcustomersandclientswholiveorworkthewayyoudo.
WHAT?JustasThomasEdisonremindsusinthequoteabove,aWhyisuselessuntilyoucanmakeittangible.
OurWhy,toinspirepeopletodothethingsthatinspirethem,wouldjustbeaniceideauntilwehad
somethingstohelpyoudothat.Thegoodnewsis,wedo.
RomanColumnBrainstorming
will
generate
a
host
of
ideas
of
varying
importance,
loosely
related
to
one
another.
Thefirststepingettingfromthisrelativechaostoanorganised,clearlyfocusedpresentationisa
techniqueknownasClustering.
Actually,we'vealreadyusedClusteringtoadegree.InthepreviousgroupBrainstormingexample,
everytimethegroupexplodedaconceptintoaseriesofrelatedconcepts,formingagroupoflinked
circlesonthewhiteboard,theycreatedacluster.Theseclustersreflectedthenaturalrelationships
amongtheideasastheypouredoutduringBrainstorming:parentsandchildren.Clusteringisanecessarytechniquefororganizinganycomplexmaterialforpresentationtoan
audience.It'salsoanancientconcept,datingbacktotheclassicrhetoriciansofGreeceandRome.
There'sastory,probablyapocryphal,aboutaRomanoratorwhosememorywaslegendary.(Itmay
havebeenCicero,althoughthedocumentationissparse.)TheoratoroftenspokeintheRoman
Forumextemporaneouslyforhours,withoutreferringtoasinglenote.Hissecretwasamemory
techniquethatisstillusedtoday.Wecanimaginehimexplainingittoacuriousadmirerinadialogue
likethis:"YouaskedmehowIcanspeakcoherentlyatlength,withoutwrittennotes.Didyounotice
todayhowIwalkedaroundtheForumasIspoke?"
"IndeedIdid.Iassumedyoudidsoinordertoreachouttothoseineverycorneroftheaudience."
"In
part,"
replied
the
orator.
"But
there
was
a
more
important
reason.
As
I
walked
from
point
to
pointaroundtheedgesoftheForum,Ipausedforatimeatsixdifferentmarblecolumns.Those
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columnsaremymemoryaids.Eachonesymbolizesandremindsmeofonegroupofideas.Thus,
ratherthanmemorizingdozensofparticulardetails,Ihavetorecallonlythesixkeyideas.Eachof
thosekeyideasevokesthedetailsrelatedtoit."
DidCiceroreallyusethistechnique2,000yearsago?Nooneknowsforsure.ButtodayIurgemy
clientsto
use
the
same
technique
in
their
presentations.
Clustering
lets
you
reduce
the
40
or
50
ideas
thatfillyourwhiteboardtofiveorsixRomancolumns,thekeyideasthatwillorganisealltherest.
Eachcolumnhasagroupofsubordinateideas.Nowinsteadoftryingtoorganisemanyideasatthe
detaillevel,youcanorganisethematthe35,000footlevel.
Whenyoulookatyourwhiteboardfilledwithideas,youwillfindkeyclustersemergingfromthe
chaos.Examinethewhiteboardanduseanewcolouredmarkertohighlightthemostsignificant
ideas.Theideaistomaketheparentsstandoutvisuallyfromthemassofdata.
Asyourgroupworksonidentifyingclusters,youmayfindyourselvesidentifyinglinksand
connectionsthat
didn't
occur
to
you
before.
That's
fine;
just
draw
lines
on
the
board
as
needed,
or
eraseandredrawthecirclesifnecessary.Youmayfindyourselfshiftingconceptsaround:"Say,
doesn'tthatpointaboutthechangingdemographicsofourmarketbelongwith'KeyTrends'rather
thanwith'SalesPotential'?""Howaboutconnecting'CostSavings'to'CustomerBenefits'insteadof
to'UniqueProductFeatures'?"Noproblem;movethechildrenandlinkthemtothemost
appropriateparent.
IfsomeideasseemtohavenoconnectiontoanyofyourRomancolumns,nowisthetimetoask
whetherthoseideasaretrulyrelevantandnecessary.Perhapstheydon'tdeservetosurvivethe
transitiontothefinishedpresentation.Andifyouthinkofnewideasnowthatoughttobeinserted,
goahead
and
add
them.
That's
not
at
all
unusual.
Asyoucansee,thetechniqueofclusteringbeginstheprocessoforganizingandintroducinglogicinto
thepresentation.Afterhavingdeliberatelyheldbackyourleftbrain,youcannowletitbegintoget
intotheact.
3. SourcesBOOKSSinekSimon:Startwithwhy,2009
WeissmanJerry:Presentingtowin,theartoftellingyourstory,2003
GalloCarmine:ThepresentationsecretsofSteveJobs,2010
LancasterGeoffandReynoldsPaul:ManagementofMarketing,2005
HANDOUTSTungaHerve,PresentationSkillsTRAP14Handouts,2011