goran djordjevic - external communication

Sep 29 – Oct 03, 2008Kragujevac

WELCOME! EXTERNAL COMMUNICATION

PUBLIC APPEARANCEDAY 1


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Why are we

here?


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Day 1

17:00-18:00•Welcome note•Introduction•Expectations•What, Why, Who, When, Where, How

18:00-19:00 •About Communications

19:00-19:20 •Break

19:20-20:00 •Target Audiences Identification•Target Audiences Outreach Strategy

20:00-21:00 •Communication Channels•Communication Tools


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Rules• ...

• ...

• ...

• ...

• ...

• ...

• ...


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•What do I expect to get from this training?


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•What will be my contribution to the training?


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•What are my concerns about the training?


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WHAT?External Communication-Public

Appearance


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WHY?• To be more

successful in our business

• To achieve our goals much easier

• To motivate• ...


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WHO?

•You •BSC Kragujevac


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WHEN?

Sep 29 – Oct 03 2008

17:00-21:00


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WHERE?

•University of Mechanical Engineering,

Kragujevac


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HOW?

•Discussion – Experience and knowledge exchange


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5W & H• WHAT?

• WHY?

• WHO?

• WHEN?

• WHERE?

• HOW?


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Think like journalists!

So…


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• Have you had public appearance, by far ?

• How did you feel?

• What was your biggest challenge?

• What do you find important to share with your colleagues?


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• I Listen I Forget


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• I Listen and• See I Remember


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• I Listen,• See and• Discuss

I Understand


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• I Listen,• See,• Discuss and• Create

I KNOW!!!


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Practice:• A volunteer needed to...


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•Comprehensive Understanding of Communication

Successful Public Appearance Pre-

condition


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Basic Human Need Communication

• Information sending and receiving

• Transfer and understanding of others’ thoughts, emotions and attitudes


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How do we communicate?

Reading16%

Writing9% Verbal

30%

Listening45%

(Angel, 2004)


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How do we absorb information?

• 83%

• 11%

• 3,5%

• 1,5%

• 1,5%

(Banjanin, 2003)


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Same like in every strategy development,in communications, also…


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Communications goals also should be...

• SSpecific • MMeasurable• AAchievable • RRelevant • TTime-bound


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What is Communication

•A message being sent from one person to another


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Good Communication

• Sent message should be:– Clear; emphasize substance (adjust

form and content to recipient)– Complete – Accurate– Timely


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• Empathy• Listening • Remove communications barriers• Use variety of communication

channels

Good Communication


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Good Communication• When receiving message, try to

avoid misunderstandings– Ask politely for repeating of key parts

or whole message in case you missed or did not understand something

– Repeat out loud the key parts of the message the way you understood it

– Direct attention to specific problem or suggest solution


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- Written- letters, faxes, e-mails, pisma, faks, e-mail,

newspapers, other written materials

- Oral- Speech – text, message content - Voice – voice color, ton, rhythm, intensity

Verbal Communication


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• Eye contact• Face expression – forehead, eyebrows,

mouth• Body language – moves, gestures, body

position, a way of walking• Dressing• Environment – space arrangement,

furniture layout, seating place…• Touch

Non-verbal Communication


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No designed solutions

Communication is in fact problem solving, meaning quest for best solution in given circumstances


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... And be responsible!


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Communication Strategy Development

• Audience identifying• Expecting change determining• Frequency of information• Internal flow of information• Partnership building and public

engagement


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Target Audiences Identifying

• Whose knowledge should be improved, and attitudes and behavior changed? (primary audience)

• Who will benefit, also? (secondary audience)• Are there some others who could influence

primary and secondary audience? (tertiary audience – partners and allies)


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Target Audience Working Sheet • Target audience:• ____________________________________________

• What do you want this audience to do? • __________________________________________________________

• What information they need to (be persuaded) to do that? • _____________________________ ________________________________• _____________________________ ________________________________• _____________________________ ________________________________

• Which media would you use How often you should provide information?

• to give the information to this group?• _____________________________ ________________________________• _____________________________ ________________________________• _____________________________ ________________________________• _____________________________ ________________________________• _____________________________ ________________________________

• How would you measure the effectiveness of your information? • _____________________________ ________________________________• _____________________________ ________________________________


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Communication Channels

•Which road should we take?


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• TV• Radio• Newspapers• Internet• Shopping Malls • Parks• Schools

• Libraries• Sport centers• Bus stations • Supermarkets• Restaurants• Cinemas• ...


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CommunicationTools

•Which vehicle should we use?


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• Conferences• TV shows• Radio shows• Public events• Meetings• Charity events• Open public

meetings

• Press releases• Brochures• Posters• Leaflets• Web site• Promo materials • Video

presentations• ...


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Day 2

17:00-18:00•Day 1 overview•Message

18:00-19:00 •Message development (group work)

19:00-19:20 •Break

19:20-20:00 •Substantiations (secondary message)

20:00-21:00 •Substantiations development (group work)


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•Audience•Message•Context•Possible

questions

Before Public Appearance


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Message

• Individual• Social• Economic


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SUBSTANTIATIONS (secondary message)

MESSAGE MESSAGE

SUBSTANTIATIONS


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SUBSTANTIATIONS

• Stats and figures


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Specific example• It is all about

people• Details rather than general

picture

SUBSTANTIATIONS


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Quotes

• Show you made good research

• Respected members of your community would support you

SUBSTANTIATIONS


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SUBSTANTIATIONS

• Personal experience – very persuasive impossible to deny


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SUBSTANTIATIONS

• From other people perspective – tell me how it affects me; what that means for me


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SUBSTANTIATIONS

• Analogy – make parallel with every day situation understandable to everyone


WELCOME!EXTERNAL COMMUNICATION



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Dan 3.

17:00-18:00•Day 2 overview•What is public appearance

18:00-19:00 •Good public appearance components

19:00-19:20 •Break

19:20-20:00 •Fear from public apearance

20:00-21:00 •Visuals


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Brainstorming

What is public appearance?


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Public Appearance

Speeches at different occasions Statements giving TV appearance Radio appearance Presentations Lectures Public hearings Lobbying at public occasions....


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PUBLIC APPEARANCE

Each time we turn specific intention or idea to a message and send it to others, a few or hundreds or

thousands we have public appearance


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PUBLIC APPEARANCE

Preparation, information collection, checking, measuring, intentions and main message testing


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Six phases of successful public

appearance• Define goals• Analyze audience• Appearance planning• Supporting materials selection• Materials adjusting• Rehearsing


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What is also important?• Preparation• Type of presentation• Body language• Interaction


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To check prior to appearance

• Venue• Equipment• Other

supporting tools

• Lightening• Sound• Materials• ...


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Be aware of prior to appearance:

• What is the purpose? • Who is the audience? • What are their expectations? • Key message?


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Who are you addressing to? Audience analysis -

structure

Audience structure:• Age• Sex• Education, knowledge about the topic• Profession• Social profile


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Who are you addressing to? Audience analysis - attitude

What is the audience attitude to the topic: •Friendly•Non-friendly•Neutral


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1. Informative2. Persuasive, inspiring,

motivating

Public appearance types


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Public Appearance

• Introduction• Content-Development• Conclusion


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Successful public appearance components

Introduction:Establishing contact with the audienceGetting the audience into the storyGiving the ton and color to presentationMaking the audience interestedBuilding the credibilityBuilding the trustTell – what are you going to tell


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Ask yourself and answer on behalf of the audience:

Why this affects me?How am I connected with the topic?


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Content-development: Develop your message Elaborate key ideas/messages Prove and show why you support them , one

by one Elaborate them in a user friendly manner-easy

for following and absorbing Support ideas by examples, stats, quotes… “Spice” them by anecdotes and humor (not to

much, just where appropriate)


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ConclusionWrap-up Remind on most important argumentsQuoteCall for action (if this is a goal) Get back to main topic and make a

final point


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For every speech you ever had, add three more:

1. The one you were preparing2. The one you gave3. The one you wanted you had given

Dale Carnegie


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Important for public appearance

(along with the content)

• Appearance (hair style, look, clothes)• Attitude, gestures• Voice (ton, rhythm, intensity, diction)• Visuals (overhead projectors…)


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Adjusting to a place of public appearance

• TV or radio?• Open or closed area?• Siiting or standing?• How many people in the audience (will

they be standing or sitting)• Any other speakers beside you?• What is the type of public

appearance?


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Public Appearance Obstacles

Hands shaking…Breathing hard…Sweating…Cold hands…Hurrying…Dry mouth…Muscles tension…Laughing out of control…Eye contact avoiding…


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Fear from Public Appearance

- Individual work -

Think, and write down:All the things you do to fight the

fear prior to public appearance to make it easier

2 min


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Results?

Some usual answers:• Sticking to written material• Reading, do not look around much• Trying to deliver presentation fast• Skipping parts of presentation• Comforting myself that end will come soon• Using many slides• Making fists below podium• Wearing lucky shirt, or similar


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Get back to your list, think and write how all that help you, what do you

want to achieve with the listed?


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Results?Some of usual answers:

• I will be done faster• I will avoid pauses and speech

interruptions• I will avoid contact with the audience• I will hide my fear


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All of mentioned are resistance manifestations

Energy we spend to create resistance and wall and against the audience

make us more distant from the audience, increasing fear and lack of

confidence


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Be aware…

You are right if you think you are going to make it, and you are right if you

think you are going to failPublic appearance is a chance to prove yourself and you should enjoy in it and

constantly improve yourself


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Be aware…

Audience want you to succeed!

Nobody wants to feel uncomfortable, for you feel uncomfortable and not

doing well


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Be awareYou do not have to be perfect!

Only you know what you wanted to

say and how – audience will hear only things you really said


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Be aware

Audience is your mirror, and the audience sees its reflection in you!

How you see the audience is the same way the audience see you!

Be open, calm, friendly and the reaction will be the same.


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Visuals

• Easily readable • Short and simple• Support the content • Serves to be commented and not

to be read


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Using of visuals

• Supporting main message• On screen long enough to be read,

but not too long• Do not leave previous slide and

start to speak about new topic


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Flip chart • For writing during the training,

presentation, etc…• Could be prepared in advance


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Flip chart – proper usage

• Write down key words• Add what participants say• Different colors• Write in block letters, readable

and big enough• Underline important ideas


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Overhead Projector• Turn it off when not needed• Use uncover method

– Allow brief view to whole folia before covering and uncovering, unless you prepared surprise or you want encourage audience to think

• Do not stand before projector• Point on the screen• Face the audience at least 90% of the time• Write facts on folia


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Why to use Power Point?• One document

– Brochure like (more than one page can not be seen at the same time)

– Handouts – supporting material– Allow graphs, diagrams and photos usiage– Documentation

• Almost expected for certain ocassions


WELCOME!EXTERNAL COMMUNICATION



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Dan 4

17:00-18:00 •Day 3 overview•How to practice for public appearance

18:00-19:00•How to beat nervous•Color of voice, attitude

19:00-19:20 •Break

19:20-20:00 •Way of speaking•Eye contact

20:00-21:00 •Physical support•About media


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Public Appearance “Our judgment is not the same when we are satisfied and friendly

and when we are hurt and non-friendly.”

• It is the easiest when we are supported

• It is important what we speak, but how we speak is important, also


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More percentages...• 55% of impressions –body

language, attitude, gestures, eyes• 38% intonation• 7% message content


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Rehearsal prior to appearance?• Necessity even for the most

experienced• How many times/in what way?

– For the majority-magic number six– Everyone, including professional, two or

three times at least– If not sure was it enough, at least one

more time– If do not have enough time, just the

beginning and the end of presentation


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How to practice?• As it is your first appearance

– Use planned visuals– Speak while standing– Practice before people you trust– Ask for feedback– If you do not have audience imagine it– Measure time– If it is impossible to record it, practice

in front of the mirror– Experiment, change…– Take rest before appearance and eat

adequately


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Practice

• Practice proper sitting• Practice proper standing position• Control hands and gestures• Know your bad facial expressions and

avoid them • Train your voice


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How to beat nervousness?

• Everyone is unique-no universal solution

• Proper preparation-less nervousness

• Adjust to circumstances• Analyze audience additionaly• Practice breathing “from the

stomach””


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How to beat nervousness?

•Be positive•Move•Rest prior to appearance•Artificial stimulus does not

help•Do not change your personality

prior to appearance


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Voice ton, color, intonation...

• Not just what, but how, too:– Dull speech makes audience asleep– Show that you care– Be energetic– Change pace and intonation– Make effective pauses– Practicing breathing “from the stomach”

make voice much more pleasant for listening


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Way of Speaking• Unlike common opinion:

– It is better fast and energeticaly than slow and methodically – averagely, a speaker say 130-160 words per minute, while brain could absorb four times more

– Fast speak brings trust and credibility


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Way of Speaking• Speak naturally• Beware of dullness• Change voice intensity, pace and

rhythm• Make pauses• Include questions in your

presentation, even rhetoric ones


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When you Speak• Address problem • Speak in pictures• Do not overuse quotes• Simpler the better• Try to incorporate humor


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“Dry Mouth”• Warm, sugar free tea before

appearance• Breathing “from the stomach”• Avoid coffee, sweets and sweet

drinks• If possible, during presentation

have a glass of water with you


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State of Mind• Avoid stress• Do not drink and eat shortly before

appearance• Arrive to the venue early enough:- Check the venue- Check PA system, lightening, layout,

chairs, supporting items- Meet organizers and other responsible

persons


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“Physical” Support• “Body Language” contributes your

presentation and help you to:– Better communicate with the

audience– audience listen with eyes, too

– Fight nervousness


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Attitude

• Upright with shoulders back• Do not lean on the podium• Do not have your hands in the pocket,

on your hips, or crossed on your chest• Do not point a finger or a pencil in the

audience• Use your hands• Relax, smile, be pleasant, but do not

patronize the audience


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Clothes deliver a message, too

• Adjust to circumstances• Be elegant-show respect towards

the audience• Do not be extravagant and “too

original”• Do not be “too colorful” • Wear comfortable suit


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Eye Contact• Frequency of eye contact with the audience is

directly connected with the trust you gain• Speakers who averagely look their audience

into the eyes for 63,4% of the time is being found very honest, while the one who do that just for 20,8% listeners find non sincere

• Pay attention to your audience with your eyes as much as possible

(John Wills study)


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Presentation Methods• Impromptu – without preparation• By heart• Extempore – with notes• Written speech


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Use of Media

Watch others and learn from their successes and

failures!


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What is media?

Media is any format used for information transfer

Mass media, marks those types of media

able to reach many people at the same time


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How to understand different medias to use them better?

Media “literacy” – capability of:- Receiving- Analyzing and - Critically judge information

presented through different forms (TV, press, radio, internet…)


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Understanding and Usage

• Credibility estimate of information, its source and message

• Facts, arguments and emotions distinction

• Sensitivity to verbal and visual stimulus• Objective thinking approach for

information accuracy from different sources estimate


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Welcome to TVType of show and appearance

• What kind of a show is it (recorded, live, contact..• Only you and show host, or…• Presenting the same idea (campaign, motivation)

or debate• Make a deal or find out what is expected form

you and what is the basic content of the show• What is the duration of the show• Will there be direct contact with the spectators

over the phone, or their questions will be written down…


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Welcome to TV!Appearance, position, technique

• How far will you be seen?• Will you have a table in front of you,

what is the type of chair?• Microphone type?• Background color?• What is not to be worn on TV! (stripes,

blue on blue chrome-key screen…)


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Welcome to TV!

Chrome-key usage (blue and green) – why should you care?


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Welcome to TV!

Are there many reflectors in the studio?

Air-conditioning?


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Welcome to TV!

Hair Style – Hair always looks less clean on the TV!

Face – never refuse TV make-up!


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Welcome to TV!Suit-size, unbuttoned, or not…Shirt-men, use “magic” blue oneAll – one-colored fabrics, without

reflection possibility and to many accessories

Jewelry, hardly noticeable and “quite”


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More about TVWhere should

I look?!

To the host and “your” camera, occasionally!


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More about TVGestures-moderate

Speech – clear, balanced-sound editor could help

Do not go over the microphone with a hand or tap on the table


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A bit more about TV

Best preparation: Check how the

show you are about to participate in looks like.


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Wherever you participateShow good manners and be calm:Do not correct your host directly-state

true facts during your speechShow patience and understandingBe precise when answeringRepeat using synonyms, remindThanks for the invitation to the showDo not show if you are irritated If you do not know the answer, promise

that you will get one and do that


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RADIO Like for TV

• What is the type of the show (recorded, live, contact)

• Just you and host, or…• Presenting the same idea (campaign,

motivation) or debate• Make a deal or find out what is expected form

you and what is the basic content of the show• What is the duration of the show• Will there be direct contact with the spectators

over the phone, or their questions will be written down…


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Radio

Your voice, ton, dynamics and diction are your main “weapon” in addition to what you should say.


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Radio Make a reminder Listen questions carefully Write down answers if needed Mentioned the name of the host form

time to time Buy time with “Very interesting

question”, “Thank you for asking that”


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RadioSeat comfortably, but not to

relaxedFind the proper distance from the

microphone, but be aware that your point of focus is your host

Do not hurry, but be enthusiastic and friendly


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TV and Radio

• The Host-thinks and takes responsibility for the content, dynamics (what question, when…) keeping audience attention

• You – follow, accent, remind, add... • Your attitude – self-confident, honest

and open!


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Public Appearance Preparation

• (Group Work )


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goran djordjevic - external communication

Business

kragujevac iunderstand

bsc kragujevac

kragujevac iremember

kragujevac angel

kragujevac banjanin

kragujevac s pecific

secondary audience

sheet target audience