1. Jim Gleason -- jgleason@buzzwordinc.com 1
Media Training &
Presentation Skills
Jim Gleason, APR
2. Jim Gleason -- jgleason@buzzwordinc.com 2
Agenda
Importance of Good Communication
Types of Communication Opportunities
Conference & Panel Presentations
PowerPoint Basics
Working with the Media
Tips and Techniques
On-camera exercise
3. Jim Gleason -- jgleason@buzzwordinc.com 3
Let’s start with the obvious…
It’s all about good communication.
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Communication Opportunities
Conference presentations
Colleagues & staff
Patients & families
Depositions
Reporters & other media
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If you fail to communicate,
everything else is wasted.
Know your audience.
Make a plan.
Tailor your message and delivery.
Prepare and practice.
Execute with precision.
Do a post-op to see how you did.
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Communication fundamentals
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Establish reasonable goals
What are the expectations?
Why are you there?
Why are they there?
Whose party is it?
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There are only a few primary goals…
To inform
To persuade
To entertain
To motivate
Think like an audience member.
Match the goal to the audience and activity.
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Like the scouts say… Be prepared
Perception is reality.
Traits and mannerisms are magnified.
Staying on message is hard.
Never say anything you don’t want to
see in print.
Remember, you are Lexington Clinic.
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Things to think about…
Know what to expect.
Practice out loud.
Look the part, play the role.
Be mentally prepared.
Embrace the random.
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Conference Presentations
You’re a lovely audience,
I mean that sincerely.
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Conference Presentations
What’s the goal?
Inform? Motivate?
Who’s the audience?
Colleagues? Other professionals? General
public?
What’s their motivation?
What do they want to get out of your remarks?
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What questions should you ask?
Who is the audience?
How many people?
Are they familiar with my material?
Will they be taking notes?
Do I have to provide copies of my charts?
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What questions should you ask?
Who is directing the show?
Introduce yourself if he or she doesn’t.
Make sure they know any issues you have.
Learn who on the crew is the “go to” person.
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What questions should you ask?
Who controls the A/V?
Make nice with them.
They’re pros and they want a good show as much
as you.
If things go weird, they can save your life.
Embrace the crew. They’re your best friends.
Trust me on this one.
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Adapting your presentation
Planning beforehand
Audience size
Level of expertise
Available time
Your slot on the agenda
Plan your intros and outros
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Adapting your presentation
On the fly
Monitor audience interest.
Moderate your pacing.
Edit or skip slides when necessary.
Don’t be afraid to take a side trip if there’s time
and interest.
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Presentation tips
Using appropriate charts and graphics
Ask yourself “What does the audience need?”
How much is too much?
Powerpoint? More on that later.
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Presentation tips
Using Video/DVD
Call ahead to find out about hardware, formats,
etc.
Get there early.
Test everything before the show.
Web access
Same rules apply.
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Presentation tips
Handling questions
Don’t forget to leave time!
It’s sometimes ok to plant a question or two.
Answer the question being asked.
Guide the audience back to your key points.
Deflect the hostile or wacky ones.
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Conference tips
Interact with the audience.
Get there early and stay late
Hang around for coffee or lunch if you can
Personalize some remarks to the crowd
They don’t have to like you, but it’s nice if
they do.
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Panels
Practice good panel etiquette.
Don’t monopolize the time.
Interact with or reference your fellow panelists.
Share the work, share the spotlight.
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PowerPoint Basics
Don’t ask “What can I do?
Ask “What should I do?
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First ask, “How will I use them?”
To navigate or punctuate remarks?
To convey information?
To illustrate?
As a standalone presentation later?
As reference materials?
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Overall design tips
Make them easy to read
Make sure they’re legible from the back of the
room
Don’t apologize for a bad slide; ditch it!
Don’t forget your brand
Logo, colors, graphics
Is there a corporate template you can use?
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Overall design tips
Use templates if they’re available
No need to reinvent the wheel
If you need “real” design, hire a “real”
designer.
Sometimes you do. That’s ok.
If it needs to really look good, this is the best way
to ensure that it does.
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Design tips
Fonts
Clean, legible, big
Avoid overly stylized fonts
Backgrounds
Keep it simple so it doesn’t compete.
Colors
Make sure there’s sufficient contrast.
Consider how it will look when printed in b/w.
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Design tips
Photos and graphics
Use quality photography or graphics.
Don’t forget about copyrights.
Avoid clipart. Please, I’m begging you.
Everyone uses the same stuff.
It’s too generalized and not specific enough.
It looks dated.
It doesn’t set your work apart.
It’s heinous.
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Sound and video
Appropriate or helpful animations
Make sure they contribute to your message.
Don’t be “cute” for the sake of being cute.
Don’t forget about copyrights.
Avoid clipart and freeware. It’s tired.
Eye candy is evil.
It’s not cool. Avoid it.
Again, if you need “real” design, hire a real
designer.
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Content tips
What’s the right number of slides?
Does the audience have time to digest?
Do the math!
Be prepared to edit on the fly.
Watch your grammar, spelling, punctuation
Proof it! Twice!
Have a colleague be a “second set of eyes.”
Review last-minute changes with the A/V guys.
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10 Commandments of PowerPoint
1. Don’t let your visuals come between you
and your audience.
2. Maintain eye contact with your audience.
3. Don’t dictate your slides to your audience.
4. Keep text to a minimum.
5. Make the font style simple and readable.
(sans serif, at least 20-24pt).
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10 Commandments of PowerPoint
6. Use 3 - 5 points per slide.
7. Ensure consistent syntax from slide to slide.
8. Watch your punctuation and grammar.
9. Allow time to digest any complex
information (e.g. from a graph or chart).
10. Turn off the projector or overhead to focus
attention and re-claim the spotlight.
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Finally…
Don’t forget to bring a backup
Hardcopy
CD
Memory stick
Bring a copy for the A/V guy.
If it’s sensitive, ask for it back after the show.
Test everything before the show.
Do everything you can to eliminate surprises.
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Working with the Media
What’s the frequency, Kenneth?
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The value of working with the media
Positive press coverage
Cheaper than advertising
Convey key business messages
Direct interaction with the media provides
greatest story influence
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The reporter’s world
Deadline driven
Information overload, less time for research
Have to “sell” editors on story
Weary and wary of “hype”
Fiercely guard their objectivity
Influenced by your personality
Style, tone, enthusiasm matter
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What we can (and should) talk about
Anything in a press release
Public information (Annual Report, etc.)
The competition and marketplace in general
Strategy (only with guidance from PR staff)
Industry trends
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What we DO NOT talk about
Current or future financial performance
Unit-specific performance
Specific competitors
Sensitive information
Plans for expansions, capacities, employment
figures, etc.
Other unannounced initiatives
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Remember…
There is no such thing as “off the record.”
Don’t say anything you wouldn’t want your
mother to see in print.
Be prepared.
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Quickie interview checklist
Topic or subject area?
Publication or program?
Story audience?
Reporter info?
Beat, attitude, level of expertise
Story angle?
Key messages from PR?
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Quickie interview checklist
Other interviewees?
Possible questions?
Interview location?
Phone interview or face-to-face?
Length of interview?
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Tricks of the Trade: Bridging segues
That’s not my area of expertise but I can tell
you about…
I don’t know about that but I know…
I’m not comfortable discussing (x),
however…
Let’s look at this from another perspective
You should ask them about their strategy.
Lexington Clinic’s approach is to...
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Staying “on message”
Q. Why do people prefer other healthcare providers to
Lexington Clinic?
Wrong A: They don’t always prefer other healthcare providers
to Lexington Clinic, and we’re doing all we can to make sure
that our patients…
Right A: We’ve had excellent customer loyalty through the
years, and work hard to provide the best patient care in the
region. In fact, we believe we provide a range of services and
the quality of care that has made us an important part of the
healthcare community in Lexington since 1920.
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Hope for the best, prepare for the worst
Plan your answers to difficult questions ahead
of time
Aren’t you wasting your time trying to find a cure for
Alzheimer’s?
Isn’t it hopeless for Lexington Clinic to think that it
can compete and win against the UK Medical
Center or Central Baptist?
Why does health insurance cost so much? Is it
because the doctors are protecting their own
paychecks?
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Three quick tips…
Be a knowledgeable, confident speaker
You’re the expert. That’s why you’re being
interviewed.
Don’t answer every question just because a
reporter asks.
If you decline to answer, explain why.
“No comment” is not an acceptable answer.
Listen!
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Tips and Techniques
Remember…
It’s all a performance.
You are the star.
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Send the right signals
Use appropriate body language.
Use warm facial expressions.
Your face should reflect your message.
It’s okay to smile!
Make eye contact.
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Tell a story with your voice
Use inflection for a varied vocal style.
Pause for emphasis.
Ask rhetorical questions.
Vary volume and speed.
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Be mindful of the medium
For TV and radio:
Think and talk in sound bites
7-15 second chunks of information
Think “quotable quotes”
Definitions, examples, benefits
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Be mindful of the medium
Be aware of your body language.
Big stage = big gestures
Small screen = small gestures
Think and pause before responding.
Practice, practice, practice.
Like a golf swing, the best technique isn’t
necessarily the easiest.
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Focus, focus, focus.
Focus on two or three key points.
Know your messages inside out.
Give them the information they need.
Be concise.
Tell the time, not how to make a watch.
Repeat, repeat, repeat.
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Nuts and bolts items
Know your setting
Get there early and walk around the room
Check the lighting, stage access, etc.
Be familiar with the agenda
Get comfortable with the technology
Do a dress rehearsal if possible
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Nuts and bolts items
Audio issues
How’s your microphone technique?
Do you need a monitor (called a “wedge”)?
Is someone else responsible for your sound
cues?
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Nuts and bolts items
Speaking style
Know your most comfortable style.
Who wrote your remarks? You? A speechwriter?
Do you need or want a teleprompter?
Do you need a video reference monitor?
How much gesturing is too much?
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Nuts and bolts items
Dress code
Always ask about the dress code ahead of time.
Make good clothing choices.
When do I need make-up? (Yes, guys too.)
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On-camera exercise