Powerful PR Presentations New secrets of persuasive spokespeople, speeches and executive communications Ian Griffin Wednesday June 24, 2015 @IanDavidGriffin
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Powerful PR Presentations
New secrets of persuasive spokespeople, speeches and executive communications
Ian GriffinWednesday June 24, 2015
@IanDavidGriffin
Agenda
• Presentation Planning & Strategy • The Secrets of Persuasive Presentations• Creating Strong Visuals• Presenting with Confidence• Structuring a Speech• Magnifying the Impact of a Speech with Social
Media• Measurement Matters• Q&A
execcomms.wikispaces.com
Presentation Planning & Strategy
Put the audience first
• Setting an intention for your talk– Are you aligned?– Why are you there?
• What is the purpose of the presentation?– Inform– Motivate– Entertain
• Understand the audience
Logistics
The Secrets of Persuasive Presentations
Aristotle
Ethos
LogosPathos
Ethical Appeal Character
Logical Appeal Reason
Emotional Appeal Feelings
5 step process to compel, convince & convert
1. Generate ideas (from subject experts etc.)2. Filter & cluster ideas3. Arrange messages for maximum impact4. Structure (A, B, C)5. Illustrate (slides, stories etc.)
Generate Ideas
Source: Resonate, Nancy Duarte
Filter & Cluster
Source: Resonate, Nancy Duarte
Arrange for Maximum Impact
Source: Resonate, Nancy Duarte
Arrange for Maximum Impact
Source: Resonate, Nancy Duarte
Nancy Duarte
Storytelling
• Make your content memorable – Dramatization
• stunts, cameos, demos
– Repeatable sound bites (alliteration, etc.)• busy as a bee • drop dead gorgeous • friends and family
– Evocative visuals– Shocking statistics– Stories
StorytellingGround Rules
– Start with the takeaway message– Good stories are about challenge or conflict– Think about your story like a movie– Start with a person and his challenge– A good story always has ups and downs, so “arc”
the story– Use vivid language and intonation– Practice, practice, practice
Michael Hauge’s 10 Essential Elements of Every Great Story
1. A Hero 6. Outer motivation
2. The Setup 7. Growing Conflict
3. Empathy 8. Climax
4. Opportunity 9. Transformation
5. New Situation 10. Aftermath
The Hero
Empathy
Climax
Michael Hauge
Persuasive Language
Monroe’s Motivated Sequence 1. Grab the audience’s attention2. Establish a need3. Offer your solution4. Visualize the future5. Close on call to action
Robert Lehrman
Creating Strong Visuals
Beyond Bullet Points
Jessica Hagythisisindexed.com
David Sibbet
Dan Roam
Show, Don’t Tell…
Carmine Gallo
Representing Large Numbers
$10,000
$1 Million
$100 Million
$1 Billion
One Trillion Dollars
Presenting with Confidence
Delivering with Confidence
• Know your intention• Build a strong structure • Memorize a powerful opening and close• Encourage audience interaction• Keep it simple• Speech coaching makes a difference
Structuring a Speech
Rule of Three
Left Yesterday Where we are People
Right Today Where weare going Places
Center Tomorrow How we’ll get there Things
Audience Destination
O X
Back of a Napkin
A
BC
Magnifying the Impact of a Speech with Social Media
Before, During and After an Event
Before a Speech
What are the audience’s concerns?
Hootsuite
Before
• BEFORE: social media as a research tool
Alltop.com
During a Speech
What is the audience thinking?
“…audiences today are no longer sitting
quietly taking notes during live
presentations. Instead, they’re carving out a
new space in the room called a backchannel,
where people are online searching for resources, checking
your facts, and connecting with others
inside the room and out.”
Blue Card Survey
Short Term:1 2 3 4 5Long Term:1 2 3 4 5
After a Speech
Magnifying the Impact
Social Media Home Page
• Integrate all social media • A repository for event details:
– session description– bio and contact information– poll results– presentation slides;– reference materials– blog postings– and more…
execcomms.wikispaces.com
Measurement Matters
How to track results and show return beyond simple surveys and ‘smile sheets’
Survey Before and After
One Word Program Evaluations
Three Days Later…
• What do you remember about the presentation?
• What would you like to hear more of on this topic?
“Let the audience guide you”Professional Speaker Motto
Q&A
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