Misuse of Visual Aids

Nothing is more annoying than the misuse of visual aids. Does the one card left on the easel for thirty minutes carry routine information that the audience didn't need to "see" in order to understand? This kind of presentation can insult them and lead to boredom. Conversely, is there so much information on the cards that the speaker must flip them be­fore the audience has had a chance to digest the ideas? This can be es­pecially upsetting.

Do the audience members or the speaker have difficulty in seeing the graphics and interpreting them from where they sit or stand? Maybe using a flip pad of blank paper and a felt tip pen to create fresh material would make the audience feel that the presentation was geared espe­cially to its interests.

In his deliciously irreverent book, I Can See You Naked: A Fearless Guide to Making Great Presentations, speech-making consultant Ron Hoff points out the problems with making entire speeches from behind lecterns or podiums: They hold the manuscript nicely, but they usu­ally light the speaker in a way that makes him look like Frankenstein, Dracula, or worse. Worst of all, they literally put a physical barrier be­tween the speaker and the audience.

The best presenters may stand behind the lectern or podium for a few seconds, then—as if freed by some cosmic force—move into a pool of light, probably closer to the audience. This well-thought-out piece of business has some salubrious effects. It says you are more confident of the material than previous speakers who have remained rooted behind the podium. It also suggests a desire to cast aside all foolishness and get down to the nub of it

If your spokesperson has the ability to remember the outline of a speech from a hand-held index card with major topic headings, hold a rehearsal that gives the speaker practice in breaking down the bar­rier by stepping away from the podium.

And remember, if your speaker is a dynamic person with a person­ality that can rivet the attention of the listeners, visual aids may actu­ally detract from the presentation.

With speakers who are so mechanical in their presentation that they can't or won't vary a word, then the PR department might as well use video tape to disseminate the message. One of the principal benefits of using a live spokesperson is that feedback received from listeners dur­ing the speech can be acknowledged and used to improve the audi­ence's understanding of the topic.

During rehearsals, note whether the speaker is able to read per­plexity on the faces of the audience. Help the speaker learn to stop and say, "Are you all familiar with the concept of 'front-end-loaded' funds? Let me explain briefly." Some speakers also need practice in order to avoid unwanted interruptions by perpetual question-raisers. Teach them a phrase such as, "I know this is a complicated subject, but I think it will be much clearer when I explain step by step, so I'll ask you please to hold your questions for just a few moments." These may seem like obvious devices to the practiced speaker, but it's surprising how many people have to be coached in order to master them.

Evaluation

PR students who have taken public speaking courses know that a speech-evaluation checklist can be a useful analytical tool. While it may not be politic to present your CEO with a "report card," the check­list can help the PR department to evaluate the speeches it prepares. Ex­tra space or wide margins should be left after each item, so that additional specific comments can be added by the evaluator. PIC

The sample speech evaluation form provided on the opposite page can be modified to fit your organization's specific needs. One or more evaluators may be used. A check is placed in front of every item that was satisfactory. Comments are written in the space below each item if there was a deficiency or if the evaluator has a suggestion for improvement.

Rarely will feedback be useful unless it is provided immediately and in an organized way. That's why the speech-evaluation form often works better than the verbal briefing you never seem to find time to hold until too many days later.

You may have followed every suggestion to the letter, and your speaker is ready to dazzle an audience... when an unpredicted ice storm makes travel hazardous, and two-thirds of the expected guests stay at home. If the speech was your total PR message, then you probably will end up far short of your objectives. But if you have planned multiple uses of the prepared material, success can still be yours.