Presentation on theme: "Jim Gleason -- Media Training & Presentation Skills Jim Gleason, APR."— Presentation transcript:
Jim Gleason -- Media Training & Presentation Skills Jim Gleason, APR
Jim Gleason -- 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
Jim Gleason -- Let’s start with the obvious… It’s all about good communication.
Jim Gleason -- 4 Communication Opportunities Conference presentations Colleagues & staff Patients & families Depositions Reporters & other media
Jim Gleason -- 5 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.
Jim Gleason -- 6 Communication fundamentals
Jim Gleason -- 7 Establish reasonable goals What are the expectations? Why are you there? Why are they there? Whose party is it?
Jim Gleason -- 8 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.
Jim Gleason -- 9 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.
Jim Gleason Things to think about… Know what to expect. Practice out loud. Look the part, play the role. Be mentally prepared. Embrace the random.
Jim Gleason -- Conference Presentations You’re a lovely audience, I mean that sincerely.
Jim Gleason 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?
Jim Gleason 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?
Jim Gleason 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.
Jim Gleason 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.
Jim Gleason Adapting your presentation Planning beforehand Audience size Level of expertise Available time Your slot on the agenda Plan your intros and outros
Jim Gleason 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.
Jim Gleason Presentation tips Using appropriate charts and graphics Ask yourself “What does the audience need?” How much is too much? Powerpoint? More on that later.
Jim Gleason 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.
Jim Gleason 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.
Jim Gleason 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.
Jim Gleason Panels Practice good panel etiquette. Don’t monopolize the time. Interact with or reference your fellow panelists. Share the work, share the spotlight.
Jim Gleason -- PowerPoint Basics Don’t ask “What can I do? Ask “What should I do?
Jim Gleason 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?
Jim Gleason 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?
Jim Gleason 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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Jim Gleason 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.
Jim Gleason 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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Jim Gleason 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.
Jim Gleason 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.
Jim Gleason 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).
Jim Gleason Commandments of PowerPoint 6.Use 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.
Jim Gleason 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.
Jim Gleason -- Working with the Media What’s the frequency, Kenneth?
Jim Gleason 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
Jim Gleason 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
Jim Gleason 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
Jim Gleason 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
Jim Gleason 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.
Jim Gleason 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?
Jim Gleason Quickie interview checklist Other interviewees? Possible questions? Interview location? Phone interview or face-to-face? Length of interview?
Jim Gleason 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...
Jim Gleason 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.
Jim Gleason 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?
Jim Gleason 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!
Jim Gleason -- Tips and Techniques Remember… It’s all a performance. You are the star.
Jim Gleason 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.
Jim Gleason Tell a story with your voice Use inflection for a varied vocal style. Pause for emphasis. Ask rhetorical questions. Vary volume and speed.
Jim Gleason 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
Jim Gleason 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.
Jim Gleason 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.
Jim Gleason 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
Jim Gleason 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?
Jim Gleason 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?
Jim Gleason 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.)