The trick is in the planning - step two

Okay, the next step is for all of you who have a clear purpose, you know exactly what your primary message is, you've characterised your audience as far as you can (including the room that you will be speaking in), and you know what result you want to achieve from your presentation. You're well ahead of the game already.

So another way to prepare your thoughts of what to actually include in your presentation is to take the three vital ingredients of ethos, logos and pathos and to make an inventory of how you can work with each of these.

Firstly, Ethos. How can you be perceived as credible and reliable? Of course you can always list your qualifications, drop names and generally be fairly direct about it. But this is not always the best way, nor is it usually enough. I would say that you should never need to actually introduce yourself in terms of your qualifications, your name and affiliation is enough. If you can't achieve credibility through the things you say, with your voice and stance and body language and generally by being a competent presenter, then there's no way you will compensate by telling people about all the positions you've held over the last 20 years. The audience's impression comes from what you do more than what you say. So think about how you, personally, in your own way can ensure that you are perceived as someone who knows what they're talking about. Start by learning your presentation well, practice it and take notes with you if you need them. Then think about the specific things you can say to boost your credibility and be subtle about it. For example: " when I worked as head of research for Roche I learnt this excellent method for visualising complex research projects which I would like to share with you today."

Logos is all of the facts, the rational stuff, figures and statistics, and the meat of the subject itself. This is where most people have all of their focus and of course you have to sort through all of this, prioritise and find a logical order. Then you have to present it so that people pay attention, understand and preferably remember. Even more work is required if you expect them to act on your words. So there's a lot of work to do here and this should also support your credibility (ethos) by being accurate and relevant and so on. List the most important facts. The things you really can't leave out, in order of priority. Find as many pictures or diagrams as possible to illustrate the subject and keep it as simple as you can.

Pathos I have written about earlier. But just to recap: you need to reach people through emotions and experiences. Logic is not enough. People will forget what you said and they'll forget what you did and they will never forget how you made them feel, as someone famous once said. So this is the key to influence, persuasion and memory. Think about ways that you can use to reach people in this particular presentation.Your own enthusiasm for the subject is a starting point. Find ways to surprise people, make them wonder, make them laugh and make them smile in recognition. If you're putting photographs into a presentation try to find pictures of people. Use bright, beautiful high-resolution photographs. Above all, describe your subject in terms that are relevant for them, explaining why this is important in their own context.

So there it is, ethos, logos, pathos. Check you have a balance and check you have them all.

The trick is in the planning - step one

How do you plan your presentations? Do you have a system? Do you usually open an older PowerPoint file and adjust it according to the new situation? Do you change planning approaches every time you start a new presentation?

I've spent a long time thinking about this and and done it badly many times! These days I have much more of a system. I thought I would share a few thoughts about how to make life easier. Maybe something in here might be useful to you. Well, we can at least try!

Step one:
For me the first thing is always the audience. Who are they exactly, how many people will be there, and why are they there? There's loads of questions that could usefully be answered here and it's often not too difficult to find out if you're prepared to ask around. What does the room look like where you will talk? Will you have a small audience sitting around a meeting table or a couple of hundred people spread out in an enormous sloping lecture theatre with everything that implies?

Then the next question is what is your purpose in being there. Do you want to create any particular impression? Do you want the audience to do something? What results do you expect? Think really seriously about this. What are you REALLY doing there? After that you need to formulate your message. What is it that you really want to say, expressed in one short clear sentence? If you can get this far then you should have a much easier time deciding what material to actually put into your presentation. You should have a clear goal and purpose and that always helps doesn't it?

So next time you have a presentation ahead of you spend some time seriously considering these aspects. Write them down on a piece of paper, it helps to clarify things that little extra. And when you then open PowerPoint and start creating slide material, don't forget to look back at your purpose, your message and your definition of the audience, preferably before and after every single slide!

Hope this helps a little. Step two of planning follows in a little while

Another Friday thought

"No one ever complains about a speech being too short."
Ira Hayes

Openings that kill your presentation

The first few moments of your presentation is when your audiences attention peaks.

 If you work at it you keep their attention for the rest of the time but even if you lose it, those first few moments should not be squandered. So don't waste it doing the following:

• talking about background and history of the subject area
• describing your organisation with charts and names
• talking about your experience with more than one item from your CV
• describing your organisation, "all about us", to outsiders. They want to know what you can do for THEM
• telling a joke or anecdote. It's usually irrelevant and just keeps the audience waiting. It's also hard to do this well. So even if the joke is relevant, wait until later and just get the talk started
• describing your organisation...
• apologising for being late, for equipment not working properly, for not preparing enough, for not really being an expert (!), for bad slides etc etc etc
• describing your organisation...
• fumbling around with notes and trying to think of something to say to start

You get the idea? Instead try to start with something that is of real interest to your audience. The "what's in it for me?" message. Describe an interesting problem or situation and then proceed to solve it during your presentation. Dive straight into the subject matter and what's really interesting and come back to a little of the background information when people understand why they need to know it. Let your credibility rest on giving a well-prepared and well-informed presentation, and don't spend time talking about yourself and all the important things you know or have done.