Media training & presentation skills

Jim Gleason -- jgleason@buzzwordinc.com 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

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