General presentation skills

Communication for Persuasion

Winning points without losing your cool

Communication for Persuasion

Blueprint:

The Power of StoryBuilding a FoundationFinishing with PassionTelling Your StoryKeeping your coolDealing with media

The Power of Story

1What’s the most important part of a story?

Impression

Takeaway

Unifying theme

The Power of Story

Higher Purpose

Intellectual Exercise

Rote Movement

Spiritual

Mental

Physical

The Power of Story

People have more facts than they can use.

Story is the framing that gives context.

The Framework of Story

Foundation

StructureStructure

Finishing


Foundation

Foundation built on common ground

Study YourselfStudy Your AudienceLook for Parallels

Same path, different timeSame emotion or confusionSimilar backgroundsAnything topical

?? X= !!

Parallelogram: a regular closed quadrilateral with opposite sides of equal length and opposite angles of equal degree.


Analogy and Metaphor

What is this shape?

Parallelogram:

A rectangle that leans


Analogy and Metaphor

A rectangle that leans

…start from a common experience, then transition to focus on the differences.

Definition by Subtraction


StructureStructure

Always start with STORY

Story must answer:

Who are you?Why are you here?What do you want?


StructureStructure

Story

Point


The Rule of Threes

StructureStructure

Points

Lock stock and barrelHook line and sinkerHuey Dewey and Louie

Easy for you to rememberEasy for them to remember


The Order of Points

StructureStructure

Points

NarrativeChronologicalPriorityYou decide


The Properties of Points

StructureStructure

Points

Can be subdividedEach “branch” has structure

Assertion Evidence Conclusion


The Properties of Evidence

StructureStructure

Points - evidence

Can singular or pluralDifferent types

Anecdote Fact Reason/Logic Demonstration


The end is your beginning

StructureStructure

THE Point (the Conclusion)

One call to actionOne impression

One point

Build your presentation to finish where you want your audience to finish


Finishing the story

Foundation

StructureStructure

Finishing

Make it your story

Add the details only you can

You are the expert

Telling Your Story

Storytelling in three formats:

1 Sentence30 Seconds90 Seconds

gets to the pointbasic structure

complex structure

!

? !

?

!

!!

!

Keeping your Cool

Body Language

Posture

Gestures

Stance

Direction

Leaning in or away?

Pointed fingers?

Closed arms? Closed legs?

Up lifts – down douses

Keeping your Cool

Voice inflection

Volume

Pitch

Speed

Silence

Quiet defeats shouts

High is trying too hard

Fast is a sign of frustration

Resets attention

Dealing with the media

What Makes News “News”

The Three CONs

Reporter Lingo, Tricks and Traps

Performance Tips

Universal appealConflict

Consumer CuriosityThe “Out-of-the-Ordinary”

Financial Stakes

What makes News “NEWS”

The Three CONs

Control the Interview

Content that Matters

Containing the Damage

Control the Interview

Time Deep breath Awareness of deadlines

Place Comfortable for you Comfortable for camera (and light)


Define your Key MessageKey Message

What do you want people to remember about Alabama Power after this story runs?”

“The police acted stupidly.”“All I heard was a Whoo-Whoo-Whoo!”


Examples of a Key MessageKey Message

Alabama Power is committed to safety

We are good environmental stewards

We try to balance the needs of our communities


A Key MessageKey Message is not a is not a Talking PointTalking Point

Talking points are pieces of evidence that get summarized and stored

Create your Key Message, then develop Talking Points that support it

Fits on a business card.

Contain the Damage

Keep answers pertinent to Alabama Power

Don’t speak on behalf of other organizations

Don’t come to unwarranted conclusions

Reporter Lingo

Off-the-record Can be used, just not with your name NOT a solid legal protection

“Deep background” Reporter can’t use it Reporter must find another source

Define the terms for yourself ! ! !

Reporter Tricks and Traps

Loaded questions You are allowed to question the

premise Unattributed accusations

Who are “some” and “they?” The Silent Nod

Don’t fill the gaps – answer then shut up

Don’t look at the lens Don’t back-light yourself Don’t worry about “um” and “uh” Keep your Key Message handy

Interview Tips

Don’t deal with print immediately Ask who’ll be doing the editing Don’t be afraid to say “I don’t

know” Don’t be afraid to offer an answer

at a later time (within the deadline)

Interview Tips

Be confident… YOU are the source Don’t be rattled by repeat

questions End on your Key Message

(“Anything I didn’t ask…?”)

Interview Tips

General presentation skills

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