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By Linda
Kundell
The travel industry, as many
other areas, is undergoing a virtual revolution in the way business
is conducted. A new world of electronic-driven, interactive communications
has given us the ability to market via computer, send information over
telephone lines, and access our clients and customers via wireless connectivity.
In this newage of internet communications, many of us are spending more
time online, communicating by e-mail, and using the web and the net
as a powerful marketing resource.
We are communicating in a
world where speed and action are all-important. A quick look around
reveals rapid-fire images that we see reflected in the movies, t.v.
news delivered to us in 15-second soundbites, and streaming video banners
that change every few seconds. In this new era, where sentence fragments
and bullet points pass for paragraphs, attention spans are brief.
Seduced as we are by the
high-speed world of the new technology and by the visual orientation
of t.v. and computers, we risk losing the traditional art of live, face-to-face
communication. So, what is thesolution? Do we have to learn to speak
faster? Are we in jeopardy of losing the art of speaking and the ability
to be a good listener? How do we adjust to this new communications paradigm?
I would suggest that there
is always a human need for live interaction, and that nothing —
even in this virtual, digital world — can substitute for the impact
and immediacy of a well-delivered speech or presentation. And, despite
the increasing reliance on “new media,” the very nature of
travel itself is such a personal experience that old-fashioned verbal
communication to a live audience will still continue to remain a vital
part of the travel marketing mix. A vibrant, exciting personal presentation
will leave an impression far greater than any audio-visual. Conversely,
all the audio-visual in the world cannot make up for a bad speaker.
Today’s speaker is challenged,
perhaps as never before. He or she hasto be even more convincing and
work harder at holding an audience used to communicating in bullet points
rather than flowing rhetoric. So, how do you grab and keep your audience’s
attention?
Here are ten pointers that
can help lead to a more interesting and lively presentation.
Beware of Electronic Dependency
The electronic and computer age has made us lazy, giving many a false
sense of security. We have grown to rely on sophisticated sound systems,
lulled into thinking that a good microphone will amplify and enhance
our words. However, it is not unusual for audio-visual equipment and
microphones to malfunction, or for digital presentations to fail because
an appropriate adapter or other integral part is missing. Perhaps you
discover a corrupted Power Point file on your computer at the last minute,
or your web browser malfunctions for a live presentation.
Be Prepared for Electronic Malfunctions
Practice your presentation as if you had no microphone or visual to
rely on. Ask yourself whether your voice is projecting sufficiently.
Can you motivate your audience with your verbal delivery? Be prepared
for any situation, and you will have a better overall delivery and greater
confidence to handle any eventuality.
Don’t Leave Your Personality at the Door
Your friends and colleagues usually prize you for your unique qualities.
However, often when a speaker is in front of the podium, suddenly he
or she becomes someone else... someone far more stiff, formal and constrained.
It’s like walking into a room and leaving your personality behind.
Don’t be afraid to be you, to let your emotions in and color your
presentation. People who are connected to their emotions make far more
compelling speakers.
Use Guideposts
In the course of my public speaking seminars someone will invariably
ask about using a script or cue cards. Many people are under the misconception
that it is wrong to read from a prepared text. Nonsense! A text serves
as your road map. What polished speakers know is that the real trick
is delivering your presentation so that the audience thinks it is spontaneous,
even though you may be reading from a text. If you are reasonably confident,
boil the main points down to 5 x 7 cards with major headlines. Whichever
way you prefer, make sure that the type is large enough for you to read
your notes or your script, and that you are comfortable with handling
the pages or cards.
Face Up to the Situation
It’s fine to read from a script or cue cards. However, the trick
is to let the audience know you’re talking to them. When following
a script, be sure to study it well in advance so that you can scan ahead,
and look up at your audience. Don’t bury your face by looking down;
and, for women, be sure that your hair does not cover your face. Let
your face and your eyes speak, conveying emotion and variety with both
your expression and your voice.
Vary Your Rhythm & Speed
In our fast-paced, digital world, the “new” communications
style forces us to deliver increasingly compact messages. As a result,
we have become so used to speaking fast that we often trip over our
tongues, swallowing or gulping the words down. In live presentations,
the listener needs time to digest information. Just like the song, “Fascinatin’
Rhythm,” altering the pace and speed at which you speak can add
interest and variety. For instance, slow down to emphasize a phrase
or sentence. Don’t be afraid to pause before and/or after an important
point. A good pause gives the listener an opportunity to digest what
you have to communicate, and underscores the importance of the point.
Project Yourself
When speaking before a smaller group — say 50 or fewer people —
a microphone can actually be an obstacle to intimacy between speaker
and listener. Learn to project your voice so that you can be heard without
a mike. Good breath support is the key to being heard. While proper
breath control takes time to learn, you can get off to a good start
by breathing deeply and being sure to use — not hold — your
breath while you speak. Deep breathing also helps to calm jittery nerves
and
stagefright butterflies.
Color & Intensity
Add interest by “coloring” your voice. Experiment with beginning
and ending your phrases on a higher or lower pitch. Add expression by
“trying on” different emotions as you practice your presentation.
And, verbally “lean into” those words you want to emphasize.
Word Painting
Learn to infuse your words with meaning. Think of using words the way
a painter would use color, texture, and form to communicate. What are
the primary words you want to emphasize, what are the background words
and phrases?
Practice Makes Perfect
No matter how good your speech, practice makes perfect. Practice delivering
your presentation until you are comfortable with it. Audiences are smart
— they can tell when you haven’t done your homework. Become
aware of what you like — and dislike — in other speakers,
and try to incorporate some of the positive attributes into your presentation.
Let the Sun Shine Through
Also, having fun and imparting a sense of enthusiasm will energize and
interest your audience. Let your personality shine through your presentation.
By being yourself, you will add credibility and believability. And,
remember, just as there is no substitute for the experience and impact
of live theatre, there is no substitute for old-fashioned public speaking...
even in the 21st century.
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