Media training & presentation skills

Jim Gleason -- [email protected] 1

Media Training & Presentation Skills

Jim Gleason, APR


Agenda

Importance of Good Communication Types of Communication Opportunities Conference & Panel Presentations PowerPoint Basics Working with the Media Tips and Techniques On-camera exercise


Let’s start with the obvious…

It’s all about good communication.


Communication Opportunities

Conference presentations Colleagues & staff Patients & families Depositions Reporters & other media


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.


Communication fundamentals


Establish reasonable goals

What are the expectations? Why are you there? Why are they there? Whose party is it?


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.


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.


Things to think about…

Know what to expect. Practice out loud. Look the part, play the role. Be mentally prepared. Embrace the random.


Conference Presentations

You’re a lovely audience,

I mean that sincerely.


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?


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?



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.



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.


Adapting your presentation

Planning beforehand Audience size Level of expertise Available time Your slot on the agenda Plan your intros and outros


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.


Presentation tips

Using appropriate charts and graphics Ask yourself “What does the audience need?” How much is too much? Powerpoint? More on that later.


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.


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.


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.


Panels

Practice good panel etiquette. Don’t monopolize the time. Interact with or reference your fellow panelists. Share the work, share the spotlight.


PowerPoint Basics

Don’t ask “What can I do?

Ask “What should I do?


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?


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?


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.


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.


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.


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.


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.


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).


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.


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.


Working with the Media

What’s the frequency, Kenneth?


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


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


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


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


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.


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?


Quickie interview checklist

Other interviewees? Possible questions? Interview location?

Phone interview or face-to-face?

Length of interview?


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...


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.


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?


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!


Tips and Techniques

Remember…

It’s all a performance.

You are the star.


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.


Tell a story with your voice

Use inflection for a varied vocal style. Pause for emphasis. Ask rhetorical questions. Vary volume and speed.


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


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.


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.


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



Audio issues How’s your microphone technique? Do you need a monitor (called a “wedge”)? Is someone else responsible for your sound

cues?



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?



Dress code Always ask about the dress code ahead of time. Make good clothing choices. When do I need make-up? (Yes, guys too.)


On-camera exercise

Media training & presentation skills

Social Media

Transcript of Media training & presentation skills