Middle East magazine - Anyone Can Become An Effective Public Speaker

Anyone can become an effective public speaker, as this article states. I’m quoted extensively in this article published in 2016. The content remains relevant

https://www.ceo-middleeast.com/ceo/ten-steps-become-better-public-speaker-652066-html

Short Cut To Audience Analysis

Recently I was working with a speaker who was scheduled to deliver a keynote-style speech at a regional event. To practice for the big event, she planned a trial run of her content with a smaller audience.

When she and I talked, I asked her to clarify the relevance of her speech for the smaller audience.  She said that she simply had a prepared text she needed to deliver to the larger audience, so this was a chance to practice the material before this smaller audience. I encouraged her to spend some time considering the attendees at the smaller audience, and then plan some small adjustments to shape her content for that audience. 

She later told me her trial run went exceptionally well, as did her presentation to the regional group.

To improve the relevance of your topic with an audience, some audience analysis can be very useful.

Enable The Audience To See Relevance of Your Topic

Any speech delivered to any audience must have meaning for the attendees. Why would anybody speak about a topic that has no meaning for the members of the audience?

A speaker and/or introducer should make the relevance of the topic very clear as the presentation begins. This enables the audience to organize and process the speech content. Please invest some time to empower your audience to process your message.

You can invest a great deal of time on audience analysis considering age, demographics, psychographics, and many other factors. Or you can take this short cut with the event organizer or person who invited you to speak.

Audience Analysis Short-Cut

To better understand your expected audience, simply have a conversation with the person responsible for the quality of the event.  For example, I’m often asked to speak on topics of leadership and public speaking. A common discussion I have with event organizers sounds similar to this;

“So, you’ve asked me to speak about leadership. Are there any particular areas you’d like to see covered?”

“Just basic leadership.”

“Ok, do the attendees lead people now?”

“Some do, but most are high potential employees developing into possible leadership positions.”

“OK, so what sort of jobs do your attendees perform in your company?”

“It’s a mix, but there is a large contingent from IT and accounting.”

“I see. What sorts of attributes or behavior shows that one of your developing employees shows potential?”

“That’s mostly based on feedback from other leaders. As well, we invest a lot in community development, and often employees who take part in planning and running these events show potential.”

“Interesting.  Do these events have significant budgets?”

“Not usually, but sometimes.”

“Should I touch on financial management?”

“Maybe a little.”

“OK based on this is there anything you’d like me to emphasize about leadership?”

“I suppose I’d like to see more people get involved in the early planning of these events. That shares the workload, and provides an opportunity to showcase their talents.”

“Perfect. Thanks. Anything else?”

Conversation Analysis

A brief conversation such as this helps the organizer focus on her objectives, enables me to better understand those objectives, and enables me to review my notes later and then direct some of my content for better value to the organizer. As the event draws near, I like to review my plan with the organizers.

In preparing such a presentation I’d draw on my experience, and theoretical concepts to quickly draft an outline. Here’s an example;

1.    Set the stage – Clearly introduce the topic and objectives

2.    Round table introductions (small group)

3.    My background;

a.    Toastmasters International, L’Arche, other volunteer work, family endowment fund, corporate background

b.    Emphasize professionally presenting one’s credentials

4.    Contrast management versus leadership – Blanchard

5.    Discuss Situational Leadership – Hersey-Blanchard

6.    Comment on financial measures and reporting

7.    Introduce a Model for a Basic Leadership Speech

8.    Etc

 

Summary

You can spend a great deal of time on audience analysis. Or you can simply have a brief, well-focused conversation with your event organizers. Our world needs more and more simple, direct conversations.

An event organizer, or whoever invited you to speak, wants you to do well, because then she’ll get great feedback and be praised for her wisdom in inviting you.  Engage with the event organizer.

A few simple questions as I’ve illustrated will help you better understand the audience the host expects to have in the room.  It might also help him or her clarify what they hope to see as an outcome from your speech.

Additional Viewpoint On Audience Analysis

Here is another point of view on audience analysis

https://ca.indeed.com/career-advice/career-development/audience-analysis

How To Introduce A Speaker – Set The Stage

 

When a speaker prepares a presentation, her introduction is sometimes an afterthought. However, a great introduction sets the stage for a speaker. A quality introduction can be very focused and succinct. When left to chance introductions can be too brief, and sometimes overly long offering detail that may be intriguing, but not relevant to the presentation. 

A Simple Formula For Speaker Introductions

A simple formula for speaker introductions answers two questions for the audience;

1.    Why this topic (for this specific audience)?

2.    Why this speaker?

A host can quickly and easily craft an introduction by asking and paraphrasing these questions to the speaker, and then shaping the answers for presentation to the audience.

Speaker Perspective

After a solid introduction, a speaker can quickly start into her presentation without needing to offer more detail about her credentials.  An audience needs to be sold on a speaker’s credibility, and if the host can set the stage in this manner, that’s a huge assist for the speaker.  Without such an introduction, the speaker will need to professionally introduce her credentials and credibility.

Biographies

Some speakers will share a long biography or list of achievements with an event host. Usually then the host will feel compelled to read the biography to the audience in its entirety.  Some speakers want that, but certainly not all, and not me.  I prefer a brief, pertinent introduction that sets the stage for me, and enables me to quickly get on with my work with the audience.

To that objective, I prefer that an introducer either conduct a brief interview with me, or choose relevant points from my biography and then offer some personal reflection on interactions we’ve had.

Ideally, a host who invited you to speak delivers your introduction, and conveys some of his excitement about your credibility on the topic.

Host Perspective

If you are hosting, and introducing, a speaker, you can very quickly craft an excellent introduction. Some speakers will want any introduction provided to be read as is. Others will want their introduction personalized.

 To prepare;

1.    Read any introduction provided, and/or do some research on the speaker. Speakers love to hear that you performed some research on their background.

2.    Ask the speaker if she wants an introduction she provided to be read as it is written. If yes, your approach is clear. If no, proceed with the following queries.

3.    Say something like “Your talk seems very interesting to me. What components do you think will be most interesting for this audience?”  Make notes.

4.    Then say something like “I read your background. Tell me more about how you became interested in this topic?” Make notes. 

5.    When you review your notes, shape the details for your audience. Answer the questions "Why this topic, why this speaker." Think about the audience perspective. Some in the audience will have the view of “why should I care about this topic, and just who is this speaker?”  Your job is to inform them, and engage their interest.

6.    You may choose to offer brief comments about how you enjoyed your short interview with the speaker before the event.

Variations Of The Questions

As host, it’s obviously not advisable to bluntly ask the speaker “Why this topic for my audience and why are you credible on the topic?” However, that is what you wish to discover. Here are some variations of the questions.

1.    Why this topic (for this specific audience)?

-         How did you first become interested in this subject?

-         How does your talk relate to the people in the audience?

-         What do you expect the audience will think or do differently as a result of your presentation?

 

2.    Why this speaker?

-         How did you first become interested in this subject?

-         What did you find most surprising as your knowledge developed?

-         Are there related areas you plan to explore further?

Conclusion

A great introduction sets the stage for a speaker by engaging an audience to become eager to listen. A poor introduction places additional requirement on the speaker to engage the audience.

A gracious host can prepare a tremendous introduction by asking just a couple of well-considered questions, and crafting the responses to stimulate audience interest, thereby setting the stage for the presenter. 

Postscript – A Personal Example

At a marketing conference in 2006, I was asked to introduce a speaker. The speaker, Adam Van Koeverden, was a competitive rower, and the only material I had been provided was a long, sequential list of competitions, results and achievements, as pictured below. This was a six-page list of great results, but I couldn’t just read these out.

    Aug.     Canadian Sprint CanoeKayak Championships - Ottawa, Ontario - K-2 200M 2nd

    Aug.     Canadian Sprint CanoeKayak Championships - Ottawa, Ontario - K-2 1000M 1st

    Aug.     Senior World Championships - Duisburg, Germany - K-1 500m 1st

    Aug.     Senior World Championships - Duisburg, Germany - K-1 1000m 2nd

    Jun.     ICF World Cup # 3 - Gerardmer, France - K-1 200m 3rd

    Jun.     ICF World Cup # 3 - Gerardmer, France - K-1 500m 1st

    Jun.     ICF World Cup # 3 - Gerardmer, France - K-1 1000m 1st

    May.     ICF World Cup # 2 - Szeged, Hungary - K-1 200m 7th

    May.     ICF World Cup # 2 - Szeged, Hungary - Medley 4 x 100m 5th

 

As I read the list, I was considering what I could do with the material. Deep into the list, on the fourth page, I saw the Lou Marsh award, now known as the Northern Star award. This is an annual award presented to Canada’s top athlete of the year who is chosen by a panel of journalists.  Van Koeverden won the award in 2004 and this was buried in the list I was provided.

I’m a sports fan, but had not been aware Van Koeverden had won the award. I’ve not paid much attention to the award before or since, but past and recent winners have included Steve Nash, Terry Fox, Sydney Crosby, Masters Champion Mike Weir, Wayne Gretzky, U.S. Open Champion Bianca Andreescu, Jacques Villeneuve and more. Van Koeverden shared very prestigious company as an awardee.

My introduction became easy to assemble. As I recall, it went something like this;

1.    We’re at this conference to celebrate achievements by marketing professionals from across the country. Our speaker has also achieved a long list of successes. I’ll acknowledge just a few of his achievements.

2.    Our speaker was recently Canada’s flag bearer at the closing ceremonies of the 2004 Summer Olympics in Athens where he won a gold medal for rowing in the 500 metre and a bronze medal in the 1000 metre. He is a two-time world champion in the 500 metre and 1000 metre, winning four Olympic medals and eight world champion medals.  In 2004 he was recognized as the winner of the Lou Marsh Award, as Canada’s top athlete.  Previous winners include Terry Fox, Wayne Gretzky, Mike Weir, and Mario Lemieux.

3.    Please help me welcome Adam Van Koeverden.

I also recall from that day that Adam arrived about 20 minutes before he was to speak as a result of flight delays.  We were relieved to see him.  He was quickly seated next to me and I clarified his name pronunciation (VERY important).  He then asked how I planned to introduce him.  I expect that because of the list I was provided, and others must have been provided, that some of his introductions had been less than stellar in the past.  So, I quickly walked him through my approach and he nodded and said ok.

As I delivered his introduction, I could tell I had set the stage well. In particular, I noticed audience engagement as I listed other winners of the Lou Marsh award.  

An introduction is a speech, albeit a short speech. Such a speech is worthy of some planning and preparation.

Presentation To NYC Based Leadership Group

In late September 2023, I presented to District Leaders Toastmasters club, an online Toastmasters club serving established and emerging Toastmasters leaders in greater New York City.

I was asked to offer comments to help these established leaders further enhance their leadership skills. To do this, I relied on my experience with similar presentations and audiences to;

1.    Acknowledge the past success of the group

2.    Discuss my background and credentials, and encourage the attendees to professionally and concisely present their credentials

3.    Request each attendee to privately note a stretch ambition

4.    Provide a speech structure to help them focus their teams inviting support for their ambition

 

Should you wish to see the presentation, it is available here

https://www.youtube.com/watch?v=YY6zFfOv950

Teams, Accountability, Trust and the Toronto Blue Jays

All teams need accountability, trust, and clear delegation of decision- making power to the correct levels of the organization. Sports often provide great examples to illustrate this.

On Wednesday October 4^th, 2023 the Toronto Blue Jays were eliminated from the Major League Baseball (MLB) playoffs after losing to the Minnesota Twins 2-0, thereby losing their only playoff series this year. The Jays scored one run in the two-game series. Some fans and media are enraged about some of the decisions made during the game by team management.

I’m not a Jays fan, or a Major League Baseball (MLB) fan. Sometimes I will see part of a game when I’m sitting in a restaurant, but I don’t make it a point to watch baseball. I don’t find the product, the games, to be interesting or entertaining these days. However, the drama surrounding the teams and players can be very interesting and entertaining. 

Toronto Blue Jays 2023

In that vein, I’ve enjoyed what’s been written since the quick end to the Jays 2023 playoffs opportunity. Teams need accountability, trust, and clear delegation of decision-making power to the appropriate level of the team. Thus far, only the field manager John Schneider appears to be taking responsibility for less than expected performance.  

Here’s a link to a wonderfully snarky column written after a press conference Schneider’s immediate boss Ross Atkins held four days after the end of his team’s season. Atkins’ boss Mark Shapiro is scheduled to speak to media almost a week after Atkin’s press conference. 

https://www.thestar.com/sports/blue-jays/ross-atkins-throws-john-schneider-under-the-bus-for-blue-jays-controversial-demise-why-am/article_8c593763-b2ac-597f-b801-6eb3f3ce265d.html

 

There are some fascinating comments in the article. The media covering the team appear to be searching for a reason to trust the team’s general management, and for a clear explanation for at least one decision that failed spectacularly during the final game.  With that decision, the team replaced the starting pitcher who was dominating the opponent, with a talented pitcher who was inexperienced in the role he was then assigned in the game. That decision will be questioned for years to come by the fans and media.

The on-field manager and some Jays players seem to suggest that the pitching decision was influenced by more senior management.

‘(one player said) he “hated” the decision, and that it was another example of “the kind of baseball decisions that are taking away from managers and baseball.”’

 

Sounds like this player doesn’t trust senior management in the front office. That player, Whit Merrifield, is a free agent and not expected to return to the Jays. What role might trust play in his decision?

Conclusion

All teams need accountability, trust, and clear delegation of decision- making power to the correct levels of the organization. The drama surrounding the performance of the Jays, who are perceived as underperforming based on their perceived talent, offers opportunity to consider how organizations make decisions, how leaders accept responsibility, and how leaders take accountability for their decisions and actions. 

Without accountability, trust is impossible.

Some interesting considerations on lack of accountability are contained here

https://www.paretolabs.com/lack-of-accountability/

 

Postscript: Toronto Jays Versus Montreal Expos

Regardless of the recent results of the Blue Jays, I find that Major League Baseball isn’t fun or entertaining these days.

I’m not a Jays fan. I was a Montreal Expos fan. I remain a Montreal Expos fan. In 2004 the Expos were relocated to Washington, D.C. and renamed as the Washington Nationals.  However, I’m not a Washington Nationals fan, I’m a Montreal Expos fan. They are a fond memory for me.

The Expos were usually great fun to watch, providing great enjoyment alongside the typical agony that sports teams provide their fans. Vladdy Guerrero Sr. would take wild swings at pitches that nobody would consider a strike and get a hit, and even hit some pitches that bounced before they reached home plate. Gary Carter usually wore a big grin. Tim Raines stole base after base causing nervousness and disruption to opposing teams. Pedro Martinez would display masterful control. Larry Walker crushed home runs. Andre Dawson and Marquis Grissom controlled the outfield. Ellis Valentine would throw out base runners from his position in right field, sometimes as they jogged to first base. When it became obvious the team would be moved, crowds dwindled, but previously the team used to draw two-million fans each year in a much-derided stadium that I remember often being very loud and fun. 

However, Major League Baseball isn’t fun to watch these days. Anytime I’ve caught a glimpse of a game, none of the players display any sort of personality.  It’s supposed to be entertainment.

It’s too bad.

How To Emcee A Town Hall: Respectful Events

In mid-September I was invited by Livable Saint John (https://www.facebook.com/groups/LiveableSJ/) to emcee a public event related to some industrial activity that has had significant impacts on residents in Saint John. A recycling operation was established in 2012 adjacent to a local neighborhood, and the business has grown.

The business has been noisy, has released pollutants within the neighborhood, been the site of 3 fires in 10 years, and experienced two workplace deaths. More information is available here 

https://globalnews.ca/news/9960122/aim-facility-saint-john-fire/

 Preparing To Emcee

I was happy to emcee the event as long as specific ground rules were in place. As emcee, it would be my role to ensure these ground rules were followed. The purpose of the event was to hold an open forum to allow residents to explain personal impacts they’ve experienced as a result of company operations.  There is quite a lot of anger in the community based on a recent fire at the facility, in addition to the ongoing issues at the site.  A public forum could become confrontational, and the host and I wanted to create a respectful environment where citizens could simply share their stories, without making accusations.

The event was a success. People told about losing their vegetable gardens because of unknown pollutants now in the soil as a result of the fire, inability to breathe because of air quality, lost revenue at businesses that were forced to close during the 40- hour fire, about being unable to sleep because of noise from the operation, and more. Some coverage is available here 

https://globalnews.ca/news/9996517/saint-john-residents-concerns-american-iron-and-metal-fire-town-hall/

How To Create A Respectful Environment

While planning the event with the host from Livable Saint John, Raven Blue, we established the following goals and guidelines and shared them frequently before, and during, the event on websites, posters, and in discussion with stakeholders. Here are the very simple goals and guidelines;

1.       Goals and Guidelines: To enable members of the public to share how this recycling activity at Port of Saint John impacts each as citizens

○        Sign-in required

○        No attacks on people

○        No attacks on companies

○        An opportunity to share how noise, pollution, etc. impact their lives

○        Comments limited to 3 minutes

2.       Signup in advance is required to have access to the microphone, i.e. no anonymous commentary.

 

Results

As a result of the clear guidelines, some local politicians attended and volunteered to briefly speak. Many were invited, and a handful chose to attend. Some local politicians have avoided similar events because they have been verbally abused. It is a dilemma when someone wishes to support an event and offer comments, but is reluctant to appear.

In the case of this polluting business, only two organizations have the ability to address the issues at the site, specifically the government department that grants the right to operate, and the port authority that leases the land.

The sign-in process during the event was a good control point. At other events, I’ve seen attendees spurred to action, step to the microphone, and then offer inflammatory comments publicly, but anonymously, by not offering their name. That said, the sign-in process did reduce participation.

The guideline which stated there were to be no personal attacks gave me the right as emcee to cut off the microphone if comments weren’t aligned with the guidelines of the event.  I didn’t have to do so. Instead, I announced, and reminded of, the guidelines a few times during the proceedings.

The three-minute limit on comments wasn’t rigidly enforced, but did establish an expectation. I would have interjected If a participant had spoken overly long.

Conclusion

I was pleased to assist Livable Saint John with this event. There is a good deal of frustration and anger with a company that, in my opinion, does not belong near housing and residents.

Our town hall was registered and then conducted in a public square, Kings Square, in the city.  That offered the benefit of some additional attendees who were passing through the square and chose to participate, but the space in the large square made the attendance appear less significant than what was achieved.  We estimate about 70 people attended, primarily to listen and depart with a fact sheet. The fact sheet and more information is available here (https://www.facebook.com/groups/LiveableSJ/)

We were fortunate to enjoy clear, mild weather for the event.

Some planning, and frequent communication of goals and guidelines, enabled us to provide a respectful environment where citizens could tell their stories.

 

Discussing Core Values

Organizations often spend a great deal of effort defining and fine-tuning core values. Typically, in this process, cross functional teams meet and discuss why the organization exists, and what values and behaviors contribute to achieving mission and purpose.  

This is usually an intense exercise for those directly involved in choosing what values belong, and what values are valuable, but not in fact “core.” 

Once they are defined and the new core values are presented to larger groups, reaction is often subdued with attendees thinking and saying that the selected core values haven’t changed much, or that they look like many other organization’s core values. 

Engaging Employees and Volunteers with Core Values 

How can we help such audiences engage, understand and think more deeply about organizational core values?  A technique I’ve used frequently is to create a list of questions related to an organization’s core values, and then pose these questions leading to a discussion with participants.  

This technique is very natural for Toastmaster clubs because at each meeting every Toastmasters club practices this style of question and answer during their round of Table Topics, which is a round table of one-to-two-minute impromptu speeches. This approach also provides an opportunity to consider and contrast professional values versus personal values.

Toastmasters Core Values

Toastmasters core values are;

• Integrity 

• Respect 

• Service

• Excellence

An Example – Table Topics 

When I operate a core values themed round of Table Topics at a Toastmasters meeting, I usually start with an open question to any volunteer such as “who can tell us what Toastmasters core values are, and why they’re important to us.” Usually, a volunteer can and will answer this, but not always.  

If no one can answer this first question, I answer it for the group. Then I’ll cycle through a short list of questions, sometimes repeating a question for a new participant, or crafting a new question based on a response I heard. 

Here are some sample questions;

1. What does integrity mean in your day-to-day work?

2. How should we measure excellence?

3. What behaviors demonstrate respect? (This question usually invites a next question related to listening skills)

4. Do you believe service belongs as a core value? 

5. What does excellence mean in your role as a club officer? 

6. Family and faith are important to most people.  In addition to these, do your personal values differ greatly from our core values?

7. If you could add one more core value, what would it be and why?

8. Why are core values important in our environment?

No Right or Wrong

Importantly, questions such as these have no right or wrong answer. This style of question enables attendees to reflect on core values and consider their own personal core values.  This form of question is also helpful in practicing for job interviews, where those interviewing want to observe how a prospective employee thinks on the spot.

 

Conclusion

Organizations often spend much time and energy defining core values.  More time can be invested in deepening stakeholders thinking and understanding of core values.