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Do I Need Advertising or Public Relations?

Do I Need Advertising or Public Relations

It’s a really important question – and one that business owners’ return to time and time again. Do I need PR or advertising to grow my business? The answer…it depends! As like most things in life, it’s situational and really depends upon your goal, budget and target audience.

In this blog, I break down some of the most common scenarios businesses face and whether ad or PR is the better strategy to address each. Let’s go!

I want immediate and guaranteed publicity for my business.

You want to start with advertisingWith advertising, you get what you pay for, rarely will it be more or less. The benefit of guaranteed media placement is that you can count on it showing up when and where you want it to. If your business needs this immediate boost in publicity and can’t risk anything less, advertising is the way to go – at least to start. Where PR can come in, is when you want to complement this with the power of organic media exposure that, when done right, can garner a whole lot of media attention for a fraction of the cost of paid placement.

I have a limited budget, but a great story to tell.

You want to start with public relations. If you have a naturally great story to tell, your business will do well with the boost of some public relations. PR thrives on taking a great story and bringing it to the forefront of media and before your target audience. With advertising, you have limited space to tell your full story, so it might not have the same impact if you try to fit it into a 15 second commercial spot or on a bill board. With PR, you gain the platform, like a featured segment on the morning news, or several paragraphs in print or online to really dig into the meat of things.

I can communicate my core message in less than 8 words.

You want to start with advertising. This is the reverse scenario of what we described above. Maybe your business is able to fully articulate its unique selling proposition in 8 words or less. In this case, you might better be suited for a strategy more focused on advertising. A short message can be easily communicated through digital ads, short commercials, sponsored social media posts and billboards. Once you determine this short message, you can advertise it consistently throughout these various facets to benefit from repetition.

I want to promote the charitable angle of my business.

You want to start with public relations. Even if your business is for-profit, you can still hitch your wagon to the promotional power of charitable giving. If your business or organization has a genuine charitable component (people can easily tell when you’re not being sincere!), this unlocks a lot of PR opportunities. Your story will more easily be picked up by local media and often TV stations or digital community calendars offer free promotion of such activities. Sure, you can also pay for this promotion, but why? When it’s charitable in nature, think PR first.

My business has some negativity publicity it needs to counteract. 

You want to start with public relationsIf you find yourself needing to counteract negative sentiment toward your business, this is a job for public relations. It’s important to add the “human” element to your business in such circumstances. For example, you may want to pitch your CEO for a media interview, host a press conference or issue a press release to address the issue. You can also implement some strategic activities to repair your brand, such as a free community event, open house or giveaway.

People are familiar with my brand, now I need to keep it top of mind.

You want to start with advertising. If you’re an established brand and your target audience is aware of who you are and what you do – congratulations! You’re ahead of most businesses out there. But seriously, this puts you in a prime position to benefit from paid advertising, because what you now need to focus on is maintaining this awareness and staying top of mind. Carefully placed digital, radio, television and/or outdoor advertisements with help you to continue to capitalize on what you’ve worked so hard to create.

What I hope is an obvious disclaimer is that every business and its particular situation is different. While I hope to provide some helpful, general advice and a starting point for your strategizing, it’s important to seek the help of experienced ad/PR professionals who know your market, understand your target audience and can help direct your messaging through the most effective channels.

Do you have another question related to how advertising and public relations are different, yet also work together? Join in the conversation by leaving a comment below.

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Posted by on October 29, 2018 in Business & Success, Life

 

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How to Scale Your Business as a Sole Proprietor

How to Scale Your Business as a Sole Proprietor

As a sole proprietor, you can feel like a “one man band” in your business. While there are certainly perks of running a lean operation where you answer only to yourself,  when it comes to growth, it can be hard to figure out the right way to scale your business.

After all, many people would suggest the solution is simply taking on more employees or infrastructure. But that isn’t your only option to grow. Learn from my tips for growing a business without growing your overhead.

Know Your Target Market

As a business owner, we often look at our target market in the broadest possible sense. But when you feel like you’re just about at maximum capacity for workload, you need to get smarter about knowing who your true target market really is. Quite literally, you need to raise your standards. This means focusing on people or businesses who are most likely to engage with you at a higher level, sign you in to larger, longer contracts and allow you to become efficient in the work you do from them because it’s predictable or residual.

When marketing to new clients, or when prospective clients approach you, it’s important to walk away from something that isn’t a good fit and risks pulling your attention away from clients who are.

Keep Your Bandwidth Clear

I’ve written about bandwidth before and I’ll say it again here. The most common way I see people waste time, and as a result turn away new jobs, is because they allow tasks, that can and should be completely quickly, consume their whole day or week. Every day I outline the core tasks that “must” get accomplished that day in order for everything else to stay on track. Usually this is no more than two or three items – very doable. But I stick to it! I don’t let these tasks slide into the next day just because they technically can. I wrap them up and clear my bandwidth for the next day because, more often than not, a new project comes across my desk and I’m then ready to capitalize on the extra income.

Raise Your Rates

It can make business owners uncomfortable to be faced with the decision to raise rates in order to increase income. In fact, I see most business owners try to do anything else but raise their prices, even if it means using more of their time or decreasing their margins. That doesn’t really make sense!

As I’ve found out from experience, if your project workload is so full that you don’t think you can take on one more client, you need to raise your rates. Why? Because you’re priced almost too competitively if every business around town is knocking down your door. It means you’re a steal of a deal. In most cases this isn’t a bad thing, don’t get me wrong. But if you want to make more money without taking on more overhead or employees, you need to get comfortable with raising your rates to naturally eliminate your lower paying clientele.

If you’re honest with yourself, you know that these are the clients that eat up most of your time anyways. By raising your rates, you put yourself on a new playing field where you can charge more for your time and do more of the work you love for you the clients you’re passionate about serving.

Work Smarter

My final piece of advice, and it’s something you’ve likely heard before, is to work smarter, not harder. If you want to create more time in your day, you need to carefully examine your current processes and work style in order to identify the things that are sucking up time without producing results.

Maybe you’re putting way too much time into creating client proposals. Make this more efficient and streamlined! Maybe you’re giving away hours of your day at coffee meetings and networking events. Learn the art of saying no and focus on only the activities that stand to bring in direct income. When you make a conscious effort to clean up your business’s processes, you’ll be surprised by how hard you’ve been working, without really being smart about it.

Are you a sole proprietor or simply a business owner looking to maintain a lean operation? Share the ways you plan to strategically grow your business without taking on more employees or overhead!

 

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How to Stay Focused While Working from Home

How to Stay Focused While Working from Home

It’s becoming more and more common for people to work from home, either full-time or even just a few days per week. If your career allows you to work virtually, it’s likely you’ve found yourself trying to be productive at home only to be derailed by a myriad of different distractions.

For the last seven years, I’ve grown my public relations business while working exclusively from home. During different periods of time, that included juggling work with infant babies at home and trying to schedule conference calls around nap times. The good news is, I survived! And throughout my experience working from home, I’ve developed quite a few tips and tricks to that have helped me to stay focused and productive.

Here are my go-to tips for staying focused and making the most of your time when working from home. Take a look!

Make a Mental Commute

When you work from home you don’t have the benefit of a commute. Maybe you’ve never viewed a commute as a benefit, but think about it for a moment. Physically moving from one place to another gives you the mental separation of work and home. During your commute you can get yourself in a “work” mindset. When you work from home, however, you have to make a conscious effort to change from your “home” mindset to your work one.

One tip I highly recommend is having a dedicated office space that feels separate from the rest of your house. This allows you to “commute” to your office and on that commute you can clear your mental space and walk into your office ready to work.

Stick to a Routine

Sure, working from home gives you extreme flexibility in your schedule, but this can also be a trap. To be effective when working from home, it’s so important to stick to a routine. There will certainly be days where this routine will be disrupted, but for the most part you must establish a core routine and stick to whenever you can.

Pick a routine that fits your personality and workload. Are you more effective in the early morning or do you thrive in the afternoons? Unlike a traditional office environment with a strict 9-5 schedule, you get to set your own schedule. However, once you set one, let it give your day structure and stability.

Set Your Work Hours

Along with setting a routine, you also need to establish your work hours. When working from home, it’s easy for work and personal life to blend together. If you’re not careful, you’ll find that you’re never fully present in either space, because you can’t separate the two. By setting work hours, you’ll know that from 7am until 3pm (or whatever you choose) is the time to focus exclusively on work-related tasks. Outside of that time, you must train yourself to put work aside, stop checking emails and shift your focus to friends, family and yourself.

Resist Chores and Errands

During your set work hours, resist any and all temptations to dive into tasks that are not directly related to work. I’ll admit that when working from home, I’ll throw in a load of laundry, put away dishes and tidy up some rooms as I walk through. These are small and necessary tasks that shouldn’t divert you from more than a few minutes of work time. The tasks I’m addressing here are the ones that can sabotage your work productivity for hours. Tasks like sorting out your closet, reorganizing a room or running personal errands can steal hours away from your day and can reasonably wait until the evening or weekend.

Give Yourself Small Breaks

Although you want to squeeze the most you can out of every work day, you can only accomplish this by giving yourself small breaks. Why? Because no one can be productive 100% of the work day. We all need mental and physical breaks in order to return back to a task and be even more productive than we would be otherwise. Trust me on this one. Allow yourself short, timed breaks where you can get some fresh air, stretch your legs, get a snack or cup of coffee and then return to your desk ready to work again.

Close Up Shop!

Finally and most importantly, when you’re done for the day – be done! Don’t linger around refreshing your inbox and fishing around for people to ask you for something. Disconnect, go offline and enjoy your time off. After all, you’ve earned it! The best part of having a productive work day is that you can close up shop knowing the most important tasks are taken care of and everything else can wait until tomorrow.

Do you work from a home office? How do you stay focused throughout the day? Share your tips and best practices by leaving a comment below!

 

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20 Fun Facts About Bennis Public Relations

20 fun factsI love sharing insights into the business I started more than seven years ago, Bennis Public Relations. At just 23 years old, I was well aware I didn’t have everything figured out. Actually I was pretty certain I knew nothing about the entrepreneurial journey I was about to embark upon, but I was certain I was passionate about following this calling and would do whatever it took to make this a successful career.

On a fun and light-hearted note, I want to share some of the little known facts about Bennis Public Relations, and me personally. Entrepreneurs are quarky people, and I am no exception. So as I draw back the curtain a little further, I hope you’ll get a kick out of these facts that are fun, interesting and maybe even a bit strange.

1. My business is named after my maiden name, and my son is also named Bennis. I love that when he gets a little older he’ll realize the business I started from ground up and poured a lot of passion into, also shares his name. Hey, maybe he’ll take it over someday?

2. Less than 2 months after I started this blog on WordPress (as a trial for my own blog building services) I was featured on WordPress’s homepage and as a result I got almost 7,000 views in 1 day. August 24, 2011 still holds my record for most views.

3. My only overhead expenses are $10 a month to Hootsuite and $40 per year to the PA Public Relations Society. Almost unbelievable I know, but it’s true. I don’t pay any other subscriptions, memberships, fees, payroll, rent, etc. (Taxes are a whole other story, of course). I love running a lean business!

4. I have no desire to have employees. I continue to grow every year without having to hire employees by raising my hourly rates, taking on new clients and finding ways to be more efficient with my time. It’s just me (and my network of vendors) and that’s how I like it.

5. One of my titles is the Executive Director of the Carwash Association of Pennsylvania. That’s right, CAP has been my client for several years and for the particular services I provide to them, I serve as the E.D.

6. I rarely work more than 6 hours per day. Again, I LOVE efficiency and I love that with my business model, the more efficient I am, the more time I have to devote to other passions and projects. Some days/weeks I work well over that! But I know those long hours every so often afford me short work days most every other day.

7. When I first started my business, I had just enough clients to pay the rent. I hadn’t figured out how to pay for other expenses or even taxes when I made the entrepreneurial leap to quit my former job. But I hustled hard and went into survival mode. That work ethic had afforded me what I have today.

8. I have successfully turned nearly all “competition” into partnerships and collaboration opportunities. I love meeting with other PR professionals because nearly every time I do I’m able to identify our unique differences and turn them into collaboration opportunities.

9. I started doing freelance public relations work when I was still in college. During my senior year at Penn State University, I met a professional speaker and best-selling author through one of the events I planned through an internship and he and I started doing work together that last for about 5 years. He’s how I bought my first car!

10. My husband is a serial entrepreneur too. Between the two of us, we run four businesses. His current and largest venture right now is a tech startup that provides performance-based fundraising – and it’s changing the world! Read the stories at http://www.pledgeit.org and you’ll see I’m not exaggerating.

11. Throughout running my business, we grew our family by two sons. As an entrepreneur, I can’t really take a maternity leave, so I literally never missed a day of work, even if it meant answering emails from the hospital (yes I packed my laptop in my hospital bag). It’s one of the hard truths of running our own business, but the payback is so worth it!

12. My dad is part owner of Bennis Public Relations. He gave me the money I needed to fully incorporate Bennis Inc. in 2011. He jokes that Jeff Bezos’s dad was the first to invest in Amazon. I don’t know if I’ll afford him quite that payback!

13. My cat, Pinot, has been the closest thing I’ve had to a colleague. She’s been with me since day 1 of starting Bennis Public Relations and lays by my side just about every time I open my lap top to write. She’s also been my most popular blog topic by far!

14. Most of my friends and family have no idea what I do. I’m not offended! Unless you’ve studied it or work in the industry, public relations doesn’t really fit in a standard “box” especially with how it’s evolved thanks to technology. I usually just say I do a lot of writing, and leave it at that.

15. As far as I am aware, I’ve never run into a roadblock for my gender. In the day and age when everyone is shouting “the future is female,” I’ve never found I needed to apologize or compensate for being a female business owner. I simply let my work ethic speak for itself. In fact, I’ve beat many male businesses for different jobs, not based on gender, but based on the ideas and follow-through I bring to the table.

16. A lot of people confuse me with a publicist. Frankly, I think I’d make an awful publicist. While I have worked with people to enhance their personal brand, I most commonly work to enhance the communications and branding for businesses and organizations.

17. In high school I was voted “Most Likely to Succeed.” I thought it was silly at the time – and my mom thought it was pretentious and borderline offensive. Now looking back, I think that title may have subliminally inspired me. And though I didn’t get “Best Dressed,” I think this one has served me a lot better.

18. Though I have a dedicated home office (behind a hidden door to boot) and several office locations in downtown Harrisburg I can use as I wish, I prefer to work from our home living room. I’m a creature of habit!

19. I still have my very first client on retainer – that’s been 7 years now! The work has ebbed and flowed over the years, but I love being able to say I have the consistency of working with clients for many years, some even from the start.

20. And for #20 the fun fact I want to end with is that I’m proud to say I have had the privileged to serve 100+ clients from coast to coast in just seven short years. It may sound crazy, but I serve 25 different client accounts monthly, with many more one-time projects scattered throughout. Entrepreneurship has been a crazy one, but I wouldn’t change it for the world!

So now that you know a little but more about what shapes me, and as a result by public relations business, what fact do you find more interesting? Or maybe you’d like to share your own quarky and random fact.

Join in the conversation by leaving a comment below!

 
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Posted by on September 10, 2018 in Business & Success, Life

 

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Overcoming Writer’s Block with Automatic Transcription

descriptIf you’re a writer — of books, essays, scripts, blog posts, whatever — you’re familiar with the phenomenon: the blank screen, a looming deadline, and a sinking feeling in your gut that pairs poorly with the jug of coffee you drank earlier.

If you know that rumble all too well: this post is for you. Maybe it’ll help you get out of a rut; at the very least, it’s good for a few minutes of procrastination.

Here’s the core idea: thinking out loud is often less arduous than writing. And it’s now easier than ever to combine the two, thanks to recent advances in speech recognition technology.

Of course, dictation is nothing new — and plenty of writers have taken advantage of it. Carl Sagan’s voluminous output was facilitated by his process of speaking into an audio recorder, to be transcribed later by an assistant (you can listen to some of his dictations in the Library of Congress!) And software like Dragon’s Naturally Speaking has offered automated transcription for people with the patience and budget to pursue it.

But it’s only in the last couple of years that automated transcription has reached a sweet spot — of convenience, affordability and accuracy—that makes it practical to use it more casually. And I’ve found it increasingly useful for generating a sort of proto-first draft: an alternative approach to the painful process of converting the nebulous wisps inside your head into something you can actually work with.

I call this process idea extraction (though these ideas may be more accurately dubbed brain droppings).

Part I: Extraction

Here’s how my process works. Borrow what works for you and forget the rest — and let me know how it goes!

  • Pick a voice recorder. Start talking. Try it with a topic you’ve been chewing on for weeks — or when an idea flits your head. Don’t overthink it. Just start blabbing.
  • The goal is to tug on as many threads as you come across, and to follow them as far as they go. These threads may lead to meandering tangents— and you may discover new ideas along the way.
  • A lot of those new ideas will probably be embarrassingly bad. That’s fine. You’re already talking about the next thing! And unlike with text, your bad ideas aren’t staring you in the face.
  • Consider leaving comments to yourself as you go — e.g. “Maybe that’d work for the intro”. These will come in handy later.
  • For me, these recordings run anywhere from 20–80 minutes. Sometimes they’re much shorter, in quick succession. Whatever works.

Part II: Transcription

Once I’ve finished recording, it’s time to harness ⚡️The Power of Technology⚡️

A little background: over the last couple of years there’s been an explosion of tools related to automatic speech recognition (ASR) thanks to huge steps forward in the underlying technologies.

Here’s how ASR works: you import your audio into the software, the software uses state-of-the-art machine learning to spit back a text transcript a few minutes later. That transcript won’t be perfect—the robots are currently in the ‘Write drunk’ phase of their careers. But for our purposes that’s fine: you just need it to be accurate enough that you can recognize your ideas.

Once you have your text transcript, your next step is up to you: maybe you’re exporting your transcript as a Word doc and revising from there. Maybe you’re firing up your voice recorder again to dictate a more polished take. Maybe only a few words in your audio journey are worth keeping — but that’s fine too. It probably didn’t cost you much (and good news: the price for this tech will continue to fall in the years ahead).

A few more tips:

  • Use a recorder/app that you trust. Losing a recording is painful — and the anxiety of losing another can derail your most exciting creative moments (“I hope this recorder is working. Good, it is… @#*! where was I?”)
  • Audio quality matters when it comes to automatic transcription. If your recording has a lot of background noise or you’re speaking far away from the mic, the accuracy is going to drop. Consider using earbuds (better yet: Airpods) so you can worry less about where you’re holding the recorder.
  • Find a comfortable space. Eventually you may get used to having people overhear your musings, but it’s a lot easier to let your mind “go for a walk” when you’re comfortable in your environment.
  • Speaking of walking: why not go for a stroll? The pains of writing can have just as much to do with being stationary and hunched over. Walking gets your blood flowing — and your ideas too.
  • I have a lot of ideas, good and bad, while I’m thinking out loud and playing music at the same time (in my case, guitar — but I suspect it applies more broadly). There’s something about playing the same four-chord song on auto pilot for the thousandth time that keeps my hands busy and leaves my mind free to wander.

The old ways of doing things — whether it’s with a keyboard or pen — still have their advantages. Putting words to a page can force a sort of linear thinking that is otherwise difficult to maintain. And when it comes to editing, it’s no contest: QWERTY or bust.

But for getting those first crucial paragraphs down (and maybe a few keystone ideas to build towards)? Consider talking to yourself. Even if you wind up with a transcript full of nothing but profanity — well, have you ever seen a transcript full of profanity? You could do a lot worse.

This article is originally published by Descript.

 

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6 Ways to Grow Your Media Relationships

6 Ways to Grow Your Media Relationships

If you work in the field of public relations, advertising, even marketing, it’s inevitable that you will need to interact (i.e. get along) with the media to some degree. In fact, it’s absolutely to your advantage to forge real relationships – you know, the kind where you know a little bit about each other and try to help each other out, rather than just use one another.

But this can feel like a daunting task, especially if you are just beginning your career. The most critical thing you should remember is that members of the media are people, too. They’re not out to “get you” and hearing “no thanks” surely won’t kill you. So why not play nice and get something of mutual value out of it? Here are my six top tips for growing a meaningful relationship with media contacts.

  1. Become a (genuine) fan.

I’m not referring to Twitter (though following media contacts on social media isn’t the worst place to start). Rather, I’m talking about learning what beats each reporter regularly covers. Read their work, make note of topics that could relate to one or more of your clients, and most importantly give credit where credit is due. Recently a reporter used a press release I sent him to heavily and favorably cover one of my client’s issues. He included quotes I provided in the release, and he also sought out quotes from local individuals to fully flesh out the article. I truly appreciated his thoroughness. So I wrote him an email. I thanked him for using pieces of our press release and applauded him for seeking out additional quotes beyond a single source. He was flattered. As a result of this small step toward building a relationship, I feel like I can now reach out to him directly to pitch my next story.

  1. Take advantage of networking opportunities.

If you’re on the lookout for them, you will find that there are some very valuable networking opportunities to be had with members of the media. As a member of the Pennsylvania Public Relations Society (PPRS), I attended a recent meeting that was a “speed dating” mixer with just about every local media outlet represented. I was sure not to miss this event! As a result, I got great advice, lots of business cards and a handful of valuable invitations to “Pitch me anything you can think of!” I’ve already taken advantage of this for some of my clients. I can’t stress enough that meaningful media relationships, especially ones you can make face-to-face, will make your job easier, save you from the unknown and make you look like a rock star to your clients.

  1. Don’t hide your motives.

When you introduce yourself to a member of the media as a public relations professional, it’s pretty hard to hide your motives. After all, we are paid for our earned media placement and the gatekeepers to this are members of the media. Rather than being coy, I have found that being direct, honest and humble goes a lot further. I try to find a way to make light of the conversation, but also cut right to the chase. The media is hungry for quality content, and we have incentive to provide exactly that! Don’t hide your motives. Let the media know what you want, and they can then tell you what they need.

  1. Provide quality, ready-to-publish content.

Being friendly and professional with the media will help you make initial contact and get their attention, but what you do once they’re listening is the most important part of forming a lasting relationship. You must deliver quality, ready-to-publish content – or at least accurate and useful news tips that they can turn into their own story. If you prove to be anything but a reliable source, don’t wonder why members of the media stop answering your phone calls and emails. Proof and fact check your content, be responsive and go the extra mile to make yourself a valuable resource.

  1. Be proactive with your pitch.

When trying to get publicity for your clients, don’t wait for the opportunity to come knocking on your door. It reasonably won’t. Another piece of growing media relationships is to be proactive with your pitch. Reach out to them early and often. Sell them on the value of your idea. Help connect the dots so they can see how your story relates to their readership and their reporting style.

  1. Ask how you can help.

Most important, be genuinely interested in learning how you can help a reporter out. Ask them what topics or beats they’re covering right now and what some upcoming topics might be. You may be in position to lend some expertise, or to hook them up with a contact who can. Build a relationship based on trust and reliability. The more your media contacts know they can turn to you as a “connector” to help piece a story together, the more opportunities you’ll have to plug clients into these key opportunities.

Do you have another point to add that has helped you grow your relationship with media contacts? Share your advice by leaving a comment below!

 
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Posted by on July 30, 2018 in Business & Success

 

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11 Tips to Become a Better Public Speaker

11 Tips to Become a Better Public Speaker

Love it or hate it. Everyone, at some point in their life, will be faced with having to speak to a group of people. This could be a crowd of thousands, or a small group setting. But in order to be effective communicators, which is essential in both personal and professional life, we must embrace, not avoid public speaking.

Truly the best way to improve your public speaking is to do it often. Only then will you be able to assess and refine your skills. This doesn’t necessarily mean booking paid speaking gigs at large conferences. No, this simply means giving a presentation to peers, speaking up in a work meeting or telling a story to a group of friends – but doing so on a regular basis!

The good news is you likely already possess many qualities of a great public speaker, you just need to be intentional about utilizing them. No matter how you would rate your public speaking skills, there’s something to be learned from these 11 tips.

  1. Understand what motivates your audience

Your audience, no matter the size, will have some sort of shared motive. Consider the reason for them to gather together in the first place. Is it a conference? A work meeting? A social function? There is a motive for people showing up to any of these (i.e. something they hope to gain). To prepare for public speaking, give thought to the shared demographics.  Once you’ve pinpointed the shared motive of the group, be sure to speak to this in your presentation.

  1. Know your content – but don’t memorize it

It’s so important to prepare your presentation so that you appear confident and knowledgeable. However, it is absolutely possible to over-prepare to the point that you sound “rehearsed” and not in a good way. By memorizing, word-for-word, what you want to say you risk losing the emotional aspect of your delivery. It can sound cold or robotic. You also remove yourself from living in the moment and adjusting your presentation to your audience’s reaction – a huge missed opportunity! Instead, aim to use your talking points as a reference guide, but don’t rely upon them so heavily that they become your script.

  1. Have back up plans for technology

When it comes to presentations, technology follows Murphy’s Law. I’ve seen so many different hiccups in presentations from a power point presentation that wouldn’t open, to lost internet connection, to a laptop that’s not compatible to the projector – and you get the picture. If you plan to incorporate technology of any kind into your presentation, expect the unexpected. Scout out the meeting location in advance, talk to someone in charge of the room’s technology and most importantly, take matters into your own hand. With a little research, you will find that there are plenty of free resources, like Google Slides, that give you easy access to your audio/visual elements wherever and whenever you need them.

  1. Set the tone of your presentation

Do you want this to feel like a casual conversation among peers? Or do you want your presentation to be highly polished and professional. In my own public speaking, I make sure to set the tone early in my presentation. This can be done by simply opening with such a statement like “I want this to be a fun and informal discussion where you feel welcome to jump in with questions at any time.” A more formal presentation would obviously not begin with such remarks, but might start with a bold attention-getter or an introduction of your credentials to establish your expertise. Setting the tone early will give people a feel for what’s to come.

  1. Get out from behind the podium

This is highly dependent upon your setting, but I feel my speaking is far more engaging when I set away from the podium and give myself the freedom to move around as I speak. First, you feel closer to your audience and as a result you will tend to engage them more. Second, you look less like you’re giving a middle school presentation and more like a confident speaker, which brings me to my next point.

  1. Convey confidence, but be likeable

Confidence is important. So is being relatable and likeable to your audience.  Someone who comes across overly confident risks looking arrogant. As a result, you will create distance between you and your audience and it will be a lot harder to engage them. Smile, make a joke, tell a personal story or share your background/hobbies so people start to feel like they are listening to a real person, not some talking head.

  1. Asses your audience and adjust

This is where you need to understand how to read visual cues such as facial expressions and body language. This is a highly valuable indicator of whether or not your audience is engaged with what you are saying. Does your audience seem distracted? Bored? Annoyed? Their face and body can tell you this. These cues can also tell you if you’re saying things that resonate with your audience. Smiles, nodding heads and people taking notes are positive indicators that you are doing exactly that. If you’re seeing negative feedback, take note and adjust your delivery or move to a new point that you think is more interesting.

  1. Share anecdotes

Everyone loves a good story. Do you have one to share that relates to your message? Practice telling it so you can fine tune your delivery and ensure it remains concise. A story worth sharing is one that elicits emotion. Stories with a funny or happy ending or ones that teach a good lesson will not only wake up your audience, but studies show it will be one of the top things people remember about your presentation.

  1. Anticipate questions

At the end of your presentation, you’ll want to end with the option for your audience to ask questions. Depending upon your audience and the setting, there is likely to be a handful of questions to facilitate discussion. However, that may not always be the case. Even the best presentation can come to an awkward end when the speaker say, “Okay, so who has some questions for me?” and then all you hear is crickets. Rather than slink off stage in silence, step in with your own question so that you’re sure you have at least one more thing to say. I’ve had to do this once or twice and when I do, it usually inspires another question from the audience. Sometimes you just need to be your own wingman!

  1. Stick around after you’re done

So long as your schedule permits, stick around for a little while after your presentation. During the next break, members of the audience may wish to ask you a question in private, offer a thank you or provide feedback on your presentation. These are all valuable opportunities to form relationships and improve your public speaking.

  1. Actively seek more opportunities to speak!

This may be the hardest piece of advice for anyone who doesn’t enjoy public speaking and that’s to get out there and do it as often as you can. There’s no way around it. It’s the only way you’ll get better. I speak from my own personal experience when I say I used to be as nervous as anyone before stepping up in front of a crowd. Now I regularly present to a wide variety of audiences – and not only have my nerves calmed, I actually look forward to sharing my passion and putting on a good “performance.”

How do you feel about public speaking?

Moreover, how would you rate yourself as a public speaker?

Share your public speaking experience and the tips you’ve found to be most effective for improving your skills!

 
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Posted by on May 28, 2018 in Business & Success

 

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