August 6, 2008

I recently taught a series of classes, sponsored by CalAct (California Association for Coordinated Transportation), on public speaking skills for public transit managers.  It was one of the most rewarding experiences I've ever had: to see how much a person can improve their communications skills in a single day; to see the incredible impact that a little skills training, a little practice and a lot of constructive feedback can have. 

I firmly believe that we, as transit managers and advocates, need to be "talking" more about public transit's benefits and role in this era of $5.00 gas.  And we need to be doing it will the skills that will make people want to listen.  In advance of my classes, I prepared a newsletter article for CalACT.  It has five valuable  tips for those of you who are speaking about transit...or anything else.

Five P's for Powerful Presentations

Public speaking is the ultimate low cost marketing tool for public transit managers.  Why you ask?

First, public speaking can be used to reach a wide variety of target audiences - senior citizens, students, business leaders, commuters to major worksites, your board members - any group that gathers can be the target of a presentation.  Hence, public speaking can be used to achieve many important objectives: educate the community, build ridership among key target groups or build support among decision makers and voters. 

Second, a personal presentation allows you to deliver a highly customized message - every speech can be geared to the needs and interests of the specific audience.  Plus, it has more credibility and impact than any other communication method.

And finally, it costs nothing to speak - just your time and effort!

Despite all these advantages, public speaking is underutilized by transit agencies of all sizes.  Again you ask, why?  Because transit managers are afraid to speak, or simply don't know how.   If you fall into one of these groups, keep reading.  This article will give you five practical tips that will help you overcome your fear and become an effective spokesperson for your agency.  

Here are the five Ps for Powerful Presentations.

The first P is Prepare.  Few people are talented enough to speak extemporaneously for more than a few minutes without babbling.  Begin at least a few days, or even weeks ahead of time to identify the points you want to make in your speech.  Then, organize those points into a logical arrangement such as a time sequence, a cause and effect relationship or, easiest of all, a numbered list - such as the Five P's of public speaking.  This is the body of your speech.  Next, you need to add a strong beginning that tells your audience what you're going to say and why they should listen.  Why is your speech relevant to them?  And finally, you'll need to add an ending that reemphasizes your main point and tells you audience what they should do about it.  You now have the outline for an effective speech.

The second P is use PowerPoint effectively.   Using PowerPoint as part of presentations is almost a given these days, and it can be an extremely effective tool.  It can provide an outline that allows you to speak without notes.  You can easily integrate charts, photographs and even video into your presentation.  And it can be quickly customized for each presentation.  However, if not used well, PowerPoint can detract from rather than enhance your speech.  So learn to use it appropriately.  Create a clear, consistent design for your slides; put only the minimum necessary information or graphics on each slide; and above all, do not use the PowerPoint as a script to read from…simply use it as an outline or visual aid to augment the speech which YOU deliver to the audience. 

The third P is get Personal.  Use examples from your own life or experiences that illustrate the points you are making.  A good story is worth hours of lecture.  For example, I could tell you about the impact that a personal presentation can have.  I could probably get on the Internet and find research that compares the memorability of a good verbal presentation to that of a written report.  Or, I could simply tell you about a trip I made on a Sun Tran bus the other day.  I got on, paid my fare and sat down.  A few blocks down the road, we stopped at a red light and the driver turned and signaled for me to come up front.  He said, "I know that I know you from somewhere.  Where is it?" I laughed and said, "Well, I did work for Sun Tran at one time." And he said, "I knew it.  You were the marketing director.  I can still see you up in the front of the room showing us the new ad campaign." He was remembering a presentation I gave...15 years ago.  Use stories to make your message personal and memorable.

The fourth P is Practice.  I can't emphasize this enough.  Like any skill, public speaking improves with practice.  And I don't just mean reviewing your notes in your head - that's not public speaking, that's reading.  Practice out loud.  Practice in front of a mirror so you can watch your facial expressions and gestures.  Practice on a tape recorder so you can listen to your pacing, evaluate your voice tone and listen for those deadly crutch words, the "ums"and "ahs"that muddy up your speech and reduce your impact.  And, best of all, practice with peers who will give you feedback.  Consider joining Toastmasters or taking a speech class at your local college.

The fifth and final P is speak with Presence.  Did you know that only 7% of in-person communication is the result of the words you say?   Fifty-five percent is facial expression and body language and 38% is voice tone.  You can say all the right words, but if you speak in a monotone, mumbling, and using crutch words, while you arms hang limply at your side or clutch the lectern for dear life, you are unlikely to communicate much at all.  However, if you say those same words in a clear, modulated voice, if you get rid of those crippling "ahs"and"ums,"and if you use gestures and expressions to mirror the meaning of your words, you will be using 100% of your communication ability instead of 7%.   When you practice, pay attention to every aspect of your speaking…not just to remembering what you want to say.

Reading this blog is unlikely to make you a better speaker by tomorrow.  But if you take these five P's and act on them - if you prepare, use PowerPoint effectively, get personal, practice and work on your speaking presence,  I can promise that before long you will be making effective presentations.    Then, the ultimate low cost marketing tool will be yours to use.

offer feedback to Selena >>