We’ve all been subject to poor public speakers.
Some speak in a monotone. Others talk too quickly. Some um and ah too often. Many use jargon that the audience doesn’t understand. Quite a few simply talk for too long. Some don’t rely on much-needed visuals. And sometimes the topic is just plain boring.
Contrast this with a good speaker, something hopefully you’ve seen at some point in your life.
They do none of the things mentioned above and manage to keep your attention. Public speaking and/or performing is both an art and a science worthy of our appreciation.
While he’s a performer, not a public speaker, I saw a virtuoso performance a few months back when I saw Aerosmith perform on their tour cut shut when singer Steven Tyler damaged his voice. But you could see why Tyler has legendary status: Eyes were on him the whole time, thanks to nonstop movement, colorful attire and constant engagement with the audience.
Now nobody is expecting your utility’s speakers to emulate a rock music legend, but the power of performance is real, and utility public relations departments could learn a lot from the Steven Tylers of the world in putting on effective public speaking appearances.
Here are a few things to consider for a non-Aerosmith corporate world.
Speak clearly, avoiding the use of jargon. When you speak plainly, you’re more likely to capture and maintain the audience’s attention. Make complex concepts understandable. As a utility representative, use simple words like “power,” “energy” and “light” often. You’re not there to provide a lesson in utility terminology.
Stay as light-hearted as possible, where appropriate. Throw in a few jokes, but nothing that’s too edgy. As a speaker, you will be more engaged than the audience, so a solemn presentation will wind up with people leaving early or fooling around on their cellphones. Do note that if you have a serious topic to prevent (something involving death or a similarly serious topic), the light-heartedness should be nixed.
A picture says a thousand words, so use visuals. You can illustrate potentially confusing topics with easily recognizable images. As an electric utility, there should be plenty of opportunities to provide photos and videos that have the “wow factor.” Remember that what might be routine to you might look cool to the general public.
All the way with Q&A. Don’t avoid a question-and-answer session when your presentation concludes. You may be worried that someone will try to play “gotcha” with you, but in all probability, questioners are simply seeking clarification or a bit more information about a certain topic. Audience engagement is always a good thing, proving better connections and understanding.
People like free stuff. Giveaways are always a big draw and help build relationships. Inexpensive trinkets such as pens and refrigerator magnets are always popular. Be sure to have plenty of handouts that explain whatever your topic is for the day. People have lousy memories, so handouts give them a reference point when they go home.
Don’t forget social media. Take photos and videos of any speaking engagement, then post them on your social media. It’s a great way to build your brand. If the engagement was a favorable one, you can even ask audience participants to do likewise. You’ll have to take that on a case-by-case basis as you don’t want some malcontent posting something unfavorable.
Keep Your presentation short. Unless you’ve truly got the gift of gab, keep your presentation short. As little as 10 minutes may be effective. By the time you get to 20 minutes, some people will start checking out mentally, especially in this day and age of short attention spans. If you hit the half-hour mark, you’re likely to lose much of your audience.
Remember your website. Assuming you’ve recorded the presentation, post it on your website. Having a library of topics can be a useful resource for the public. Review those videos every so often to make sure nothing is dated. The dated presentations need to be removed.
Practice makes perfect. It’s always a good idea to do a dress rehearsal for any presentation. Record the practice run and watch it afterward to see what parts are long, boring or awkward. Better yet, have a couple of nonutility employees whose opinions you trust watch it and ask for their thoughts. If they don’t like it, you have some work to do.