FPRA Annual Conference: Bringing PR to the CEO Level
"Whatever you do, do it on purpose."
That's the main message from Dr. Robert J. Parkinson from Northwestern University. His presentation is focused on ways to enhance your CEO's message and how to help him/her deliver powerful speeches and presentations.
Although I'd typically advise most people against opening with a joke, Dr. Parkinson did a terrific job and had us laughing from the get-go. I could tell this would be a great session.
He asked us to cross our arms. Then, he had us cross our arms with the other arm on top. It felt quite unnatural. He did this to demonstrate:
"The challenge is not just to feel good. The challenge is to be good."
Both information and image are important, but image is extremely significant, especially with your CEO. Why? Because making a good impression consists of how you look (55%), how you sound (38%) and content (7%).
And it only takes eight seconds to make a good impression. If it takes you a few minutes to get going during a presentation, you've lost it.
During a presentation, messages must be:
clear - to the audience; not the presenter
concise - fit within the timeframe; don't exceed
complete - very clear beginning, development and ending
The opening should include the point of the presentation. Let the audience know why they are there and where you stand. If you don't do this, you will lose your audience.
The sequence should include: what? why? how?
The ending of an effective presentation should answer two questions:
1. What do you want your audience to do?
2. When do you want them to do it?
