I’m on my way back from The Clean Show, where there was tremendous interest in my TRSA-sponsored educational session, “Crisis Communications: A Practical Guide to Protecting Your Reputation.” Whether they were commercial laundry operators or others in the textile industry, attendees recognized the importance of communicating effectively in a crisis.
Space ship or tunnel washer? You decide.
Among the highlights of my presentation were:
- Having a crisis response plan that includes communications protocols for media, customers and other key audiences.
- Identifying a spokesperson who can represent the company well.
- Dos and don’ts of media interviews, focusing on honest, open communications.
- Preparing talking points that drive all answers in media interviews.
- Incorporating social media in a crisis communications plan
- The role of leadership in navigating a crisis effectively.
Following the presentation, TRSA hosted a press conference to unveil results of a new survey that reported business and consumer perspectives on service professionals wearing uniforms. The conference also unveiled the new TRSA animated video we developed with videographer Tom Donnelly.
Opening day on the trade show floor was eye opening with the size of the equipment and advanced technology used by the commercial laundry industry TRSA represents. For me, it was a valuable window into an important, far-reaching industry.
The laundry industry has a bright green streak.
I’m getting ready to train a client group on delivering effective presentations and thought I’d revisit this sometimes scary topic.
Gary and his trusty cheat sheet. Notice how big the font is? That makes it easier to read at a glance.
We’ve all been on the other end, in a room with someone standing rigidly at a podium next to a screen where a PowerPoint is about to bore us to tears. Slide after slide filled with data we can’t read and a monotone speaker who looks at the screen more than the audience. We gain nothing more than we could have gleaned from a report and just can’t wait for it to be over.
So when it’s your turn to give a presentation, how do you make it a good one? Here are a few tips based on more extensive advice (and video training) I’ll be sharing with my client:
- Know your audience. This helps in so many ways. Make sure your material is geared toward their needs, not yours. If necessary, find out what they want to know in advance.
- Get over your nerves. How? Practice so you know your material. The more you know your stuff, the more at ease you will be. But don’t practice in front of a mirror. That just makes you feel weird. Videotaping yourself, on the other hand, works. Also, don’t worry about perfection. That’s putting a lot of pressure on yourself. Just try to be engaging and interesting. If so, you’ll be better than most.
- Nail the open. But how? Unless you are absolutely certain your joke will work, don’t do it. Instead, ask your audience a question. That engages them and is an easy way to get moving in the right direction. And please, don’t try to memorize your opening. Again, that’s too much pressure to be perfect.
- Make sure your technology is fool proof. If not, don’t use it. A funny video from a popular movie or television show can be a great icebreaker. But show it to others first to make sure it works. And if the video, PowerPoint or audio is not tested in the facility where you are speaking, just skip it.
- Speaking of PowerPoint, it’s not necessary, too often boring and takes away from what the focus should be – your words. If you have important data to share, send it in advance or use it as a hand out. Just hit the high points in your speech.
- Make it interesting. That means you don’t read from a script or use big words or jargon. Instead, use stories, case studies, examples your audience can connect with. And tell your audience why they should care about what you’re saying. That is why they’re there.
- Don’t get hung up on verbal tics, like uh and um. Many people do it and you should learn to avoid them. But that’s a daily self-training (I heard one trainer recommend putting “uh” in a circle with a line through it and leave it on your desk. That way, as you are talking all day, you are conscious of it). But when you’re presenting, just let it go and keep talking.
- Create a presence. We’re not all gifted speakers who can walk the crowd and feel comfortable. But you should use your hands, use your voice so it’s not monotone and at least move a few steps and shake that icy grip you have on the lectern. Try it, it feels good.
- Prepare for problems. You go blank? Keep a one-page cheat sheet in front of you so you can quickly glance and find out where you are. You have technical difficulties? Go in with a back up and just move on. If you don’t dwell on the technical problem, neither will your audience. You’re audience does not seem interested? Then ask them questions.
- Speaking of questions. Many people ask the audience to hold questions until the end. Why? Because they don’t want to get sidetracked and lose their place. But if you have a cheat sheet, you have no worries.