Seize Your Opening

By Susan Tomai

We recently conducted a day of presentation training for a group of distinguished scientists. And even though most of them could probably decode the human genome on the back of a cocktail napkin, they, like so many presenters, did not understand the importance of a powerful opening.

Their existing presentations all began with a drearily typical cover slide – name, date, title of presentation, organization logo, predictable PowerPoint template – and each speaker started off by saying something along the lines of “Good morning, I’m happy to be here, today I’m going to talk about XYZ.” Not the sort of bravura beginning that makes the audience sit up and take notice.

So we gave them the tips we give all our clients:

• Grab the audience’s attention right from the jump. Find something interesting to lure them into listening, perhaps a stunning statistic, a visual or a story.
• Then tell them “the point”: the explanation behind that particular stat, visual or story.
• Then tell them what’s in it for them and why they should care: i.e., why the information will help them in their professional lives, why it will help others, etc.

After these grabbers, you’re ready to dive into the body of your presentation. Oh – and dump that place-holding cover slide. It’s okay for the handouts you might give the audience after you’ve finished speaking, but it’s a yawner if it’s the first thing your audience sees.

“You Said What?” - Keeping Your Communications Team in the Loop

By Susan Tomai

Calling all senior executives and officials: the last thing your PR/Communications team ever wants to hear you say is “Oh, I talked to a reporter yesterday and I forgot to tell you about it.” Say what?

Every day we hear about yet another communications blunder made by a leader in business or politics. We are not perfect beings - we make mistakes - which is why we have communications and media teams. It’s their job to understand and implement the organization’s communication strategy; it’s your job to run the organization.

A few tips to help you and your communications team work together more effectively:

• Don't talk to a reporter without first consulting your communications pros, so they can vet the interviewer and the direction and topic of the interview.
• If you’ve just given a speech and are cornered in the lobby by a reporter, don’t just answer her questions - ask your own questions first. What’s her name? Which news organization does she work for? Get her business card, smile and tell her you will get back to her asap.
• If your phone rings and a reporter is on the line, do the same thing: ask him the basic questions first, then politely tell him you’re in the middle of something and have to get back to him later. Then, immediately call your comms team and let them handle the next steps.
• If you do an interview with a reporter and your communications pros aren't there with you, record the conversation. Be transparent and tell the reporter you’re doing this to ensure accuracy.

May the words “You said what?” never be spoken again.

Painting Word Pictures on the Radio

By Susan Tomai

Many spokespeople approach a radio interview the same way they would a TV interview. They think “I know my messages, I’ll just deliver them and I’ll be fine.” Not really.

In fact, a radio interview can be more challenging because in the absence of visual cues, the spokesperson must use more descriptive language and storytelling to conjure up images that draw the listener in. The spokesperson should ask “Why should this audience care?” while telling stories about issues and policies that touch listeners where they live. For example, don’t say “four out of every ten Americans is affected by this problem” – say “Let me tell you about a firefighter in Chicago I met last week named Bob Smith who has this problem…” and you’re off and running, with the audience hanging on your every word.

People love to hear stories – and the trick is to talk with, rather than at, the audience. This approach will not only improve your radio skills, but your performance in all kinds of interviews, presentations and speeches.

Missing The Point

By Susan Tomai

What is up with all the finger-pointing? By this I mean the terrible habit of politicians, thought leaders and executives pointing their index fingers at the audience in the “I told you so” pose. It’s condescending and says “I know better than you.”

Unfortunately, it’s also when a thousand camera shutters click away to capture the action shot. It helps make the story come alive - and it’s not pretty, if you’re the one doing the pointing. A better approach is to gesture with an open hand, or perhaps two hands. It looks more positive and won’t offend your audience - unless that’s the point.

Brian Williams Does the Right Thing - Finally

By Susan Tomai

Plenty of people have been known to embellish an oft-told tale at one time or another. But letting the facts get in the way of a good story doesn't cut it when you have millions of viewers who place their trust in you. Brian Williams either "mis-remembered" and "conflated"  essential information (as he claims) - or hubris led him to think that he could get away with telling something other than the truth. That's what the internal investigation at NBC News will try to nail down.

For now, Williams has made his first right move in this mess by taking himself off the air. Good crisis management demands that the person at the center of the storm apologize, and then take him or herself out of the spotlight, as Williams has now done.  Sadly, no matter what the investigation finds, Williams' credibility - and that of  NBC News - has taken a major hit.