One of the key success factors for leaders at all levels is the ability to communicate to others. We spend a lot of time in this blog talking about interpersonal elements of communication and leadership, but the fact remains that it is the rare leader that can avoid making some kind of group presentation. In fact, by definition, leaders have to communicate to groups of people at a time. There has been a lot of study and writing on the act of oral presentation so it would seem that there’s probably not much more we need to learn, eh? As leaders we know we need to “Tell ’em what we’re going to tell ’em, tell ’em and then tell ’em what we told ’em.” At least that’s the conventional wisdom. The problem of course is that being redundant is not only sometimes very boring it is also not a guarantee that our message will have any impact at all.
I generally have an immediate suspicion of conventional wisdom anyway. Typically it became conventional wisdom over a long period of time and is so general as to be not of much use. At the very least, conventional wisdom tends to be…well…conventional. In other words, average is not what we’re after here so perhaps we need to try a little harder. Recent evidence in brain research of participants listening to speakers gives us some ideas as to how we might make presentations to our followers more powerful. Here are three ideas for example that are not likely to be intuitive or in your basic speech workshop:
1. Focus on multiple processing: Very often leaders approach communication to groups of people as information dumps. A few charts, a bunch of numbers, and that’s about it. Then they wonder why nobody seems to remember what they said. Research however indicates that the more diversity in the presentation, not just with information but with our senses, the more likely we are to retain the information. Most speakers stick to audio and visual, but are there some ways you can bring your message alive by activity within the group. Can you pass out an object or have them engage in an activity to illustrate your point. The more ways they have to experience the information the more likely they are to retain it.
2. Be “level” with the audience: Of course we have been trained to do this through a story or joke or whatever else we throw into the introduction of the speech, but connecting with the audience is really about being a credible and trustworthy source. Be real and authentic. Avoid acting out the power position. For example, if these are employees within your company or department do you really need a formal introduction? Do your assistants really need to be visible to everybody all of the time? Come down the hierarchy for a while and really speak with your folks.
3. Tie into existing knowledge: While every presentation should have a unique component (otherwise, why are you doing it?) participants can make meaning of your discussion more easily if it is related to stuff they already know. Whether it is a continuation of an earlier presentation, connected to current events, or even product related, it is helpful to overtly tie your new information to previously understood content. The more you can help the audience make the connection, the less cognitive effort it takes for them to figure it out on their own. One thing stands out above all others when it comes to making presentations with impact. If you are not considering your audience in the process of creating your speech, you will not be as effective as you could be.
Speaking is all about the audience. If you have others who are creating your speech, make sure that they are doing it from the perspective of the receiver. No matter how powerful a leader you are, if you stand there and tell us what you think is important, without considering what is important to us and how we can best understand the information, your presentations will fall short every time.