The Effective Communicator is here to answer your troublesome communication questions. This week: knowing your audience leads to better presentations.
By Isaac Holyoak and Mari Ransco | 2 minutes
Dear Effective Communicator,
I have been asked to present to my senior leadership. I have a 30-slide presentation that I developed for my staff. It was great! They鈥檙e giving me 10 minutes and I鈥檓 seventh on the agenda. What do you think?
Hopeful in 亚洲自慰视频 Care
Dear Hopeful in 亚洲自慰视频 Care,
I get it. It feels so easy to repurpose a presentation. Don鈥檛 do it! While it may feel time-consuming to create a new presentation, it鈥檒l take more time if your audience doesn鈥檛 understand.
Knowing your audience is the first key to an effective presentation.
Try following this advice, using pen and paper (or a Word document, if that鈥檚 your thing).
1. Who are you presenting to?
Here at Accelerate, audience is our first consideration. We鈥檝e found these categories* especially helpful in selecting which information to include (and exclude):
Novice/Generalist
Audience: Novice/Generalist
Examples: Staff meeting, patients, caregivers
Characteristics: I've heard of your topic before, but too much detail can make me feel lost (but that doesn't mean I want you to dumb it down.)
Goal: I want to understand major themes, where to find detail, and why it matters (be clear about your objective, especially if you want me to immediately begin doing something differently.)
Management
Audience: Management
Examples: Your direct boss, your boss's peers
Characteristics: I want in-depth understanding and access to details.
Goal: I want to understand how your project will be implemented and how it relates to other areas in our department
Executive
Audience: Executive
Examples: Your senior leader, an outside group
Characteristics: You're the expert on your topic, not me. Speak confidently and don't give me too much detail.
Goal: I want to understand the risks, significance, conclusions, a clear statement of need, and/or recommendations for action
*Adapted from HBR's "" by Jim Stikeleather.
2. What is Your Goal?
Answer this critical question before you start writing: How do I want them to feel? Ready to take action? Acknowledged? Whatever it is, tell the audience directly. It鈥檚 respectful of their time.
Novice/Generalist
Audience: Novice/Generalist
Examples: At a staff meeting, 鈥淎fter this meeting, I want you to be ready to submit any time card exceptions. It鈥檚 important to all of us that you get paid correctly.鈥
Management
Audience: Management
Examples: "We want you to do a value summary, here are all the places you can find resources to help.鈥
Audience: Executive
Examples: 鈥淚 need you to direct institutional time or resources towards this initiative/project. We鈥檙e at 76% compliance with employee vaccination. I need you to decide what the consequence is for not completing the vaccinations, and then I鈥檒l develop a plan to communicate those consequences.鈥
3. What is the Best Way to Organize Your Presentation?
Start Strong
A standard presentation consists of three sections: an introduction that hooks your audience, the main points, and a conclusion that summarizes and calls your audience to action. A good rule of thumb is that the introduction and conclusion should be no longer than 15 to 20 percent of your speech. (That means a 10-minute presentation would have a one-minute introduction and a 30-second conclusion, with the remaining time going toward your main points.)
Organize Your Flow
The middle part of your speech can be organized in a variety of ways, depending on what you鈥檙e trying to accomplish. Here are a few examples:
- Problem - Solution - Reasoning
- Why - What - How
- Past - Present - Future
KISS - Keep it Short and Simple
Only give people as much information as they can process and remember. Try including other information in a handout, small group discussion, or follow-up email.
Presenting to Executives?
Checklist:
- Why am I presenting this topic?
- What do I need from the audience? (i.e. resources, support)
- 10 min presentation = 5-7 slides
You鈥檝e got this, Hopeful in 亚洲自慰视频 Care. And in the unlikely chance that you don鈥檛? The Effective Communicator is here to help.
Before You Open PowerPoint, Ask Yourself These Important Questions (in order).
Know Your Audience
- Who am I presenting to?
- What is their motivation to pay attention (Think about the WIIFM, or "what is in it for me"?)
- What do I want them to feel? Think? Do?
Prepare Content
- What are the two or three most important things I'm trying to communicate?
- What is the best method (or media) for communicating those things?
This article originally posted March 30, 2017. It has been updated to reflect current information.
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CONTRIBUTORS
Isaac Holyoak
Editor-at-Large, Accelerate U of U 亚洲自慰视频; Vice President Strategic Communications, CleanSpark
Mari Ransco
Editor-in-Chief, Accelerate Learning Community; Senior Director, Patient Experience and Accelerate, 亚洲自慰视频 of Utah 亚洲自慰视频