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PRESS PREVIEW/TOURTOUR

PRESS PREVIEW/TOURTOUR

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BY Renée Cormier
Public Relations & Communications Professional, published author, employee engagement specialist, sales & marketing sage
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Nine Components of a Memorable Speech

Speeches aren’t something most people have to give on a regular basis, but when the time comes, it is always good to be able to give a speech that has a positive impact on the audience. So what are the secrets professionals incorporate into their work? Here are a few pointers that will instantly make your speech worth hearing.

Have a clear message: Knowing exactly what you want to tell people is important. A focussed speech is a great speech. Your speech needs to flow and make a point. I’ve heard plenty of speeches that were long, made no point and were difficult to follow. Your audience should never be left wishing they could reclaim the time they spent listening to you.

Teach people something: The opportunity to speak in front of a crowd and have them listen to you should never be wasted on speaking about mundane things. This is your chance to enlighten people, open minds, and impart your personal wisdom on others. Make it count.

Be passionate: Speak about something you are passionate about. If you are not interested in the subject you are speaking about, no one else will be, either.

Involve the audience: Take an informal poll. Ask for a show of hands or ask if they have ever shared a similar experience. It can be as simple as recounting an experience and saying, “You know what that’s like, right?” This engages the audience and keeps them interested in your message.

Recount a story: Sharing your experiences allows the audience to be more receptive to your message. We trust people who give us glimpses into their lives and we tend to find them more interesting than people who never share their personal experiences. Shawn Achor did a wonderful job of this in his TED Talk about happiness and recounts the same story in his book, The Happiness Advantage, where he and his sister were playing on their bunk beds. It’s very funny, which brings me to my next point about adding humour.

Add humour: Tell a funny story about things we can all relate to such as certain childhood experiences, interactions with others, etc. Avoid corny jokes. Not everyone gets a joke, but we can certainly all relate to human experience. Of course, your reference absolutely must relate to the subject at hand.

Be animated: Smiling, using natural hand gestures and changing position on the stage help keep your audience engaged. Speaking with rising and falling intonation and allowing yourself to utter a little giggle now and then, is also very good.

Keep it short: Studies show that the audience loses focus after seven minutes if listening to one person speak. Never agree to give a long speech. If seven minutes is optimal, then fifteen minutes is already too long. If you must speak for longer, then make sure you include lots of opportunities for audience participation.

Lose the PowerPoint: Some people find this really hard to believe, but your visual aids don’t make your presentation good. They actually detract from the message. As a speaker, you are the star of the show, and the verbal delivery of your message is the only thing that really matters.

Understanding the Changing Nature of Public Relations
By Linda Pophal
Content marketer and business writer with expertise in B2B marketing, PR/media relations, social media and SEO.

As we move further into 2016, it’s an appropriate time for PR firms to reflect on the changing nature of their industry. What’s changing in the tools available and the expectations of customers?

As noted in PR Week, customers of PR firms are starting to demand a more robust offering, encompassing services previously provided by marketing agencies, design firms and data analytics organizations. All of this means that communications organizations need to start getting more sophisticated as customers seek more of a one-stop-shop approach from a tech-savvy provider.

Overall, the lines have definitely blurred between pure PR and advertising, and it is increasingly difficult to separate the two. In fact, more and more, we’re finding that, at least for the clients we work with (primarily B2B service industry clients), we rely much less on traditional paid advertising and much more on PR/online communications.

Measurable Results Driven by Big Data

Clients have never been satisfied just with press coverage and placements; this was true prior to the Internet and content marketing — and is still true today. Clients always have — and always should — be looking for specific, measurable results, otherwise their efforts really don’t matter.

We are still using a combination of process — placements, backlinks, etc. — and outcome — sales leads, inquiries, actual sales — to measure the effectiveness of our activities. Each client is different in terms of how they set goals — in some cases, particularly for new organizations, initial goals are based around awareness; more mature firms are generally more focused on lead or sales goals. We do tend to find that online activity such as social media engagement, website traffic, etc. can be a good leading indicator of downstream, outcome-related activity, so we tend to look at a combination of both of these types of metrics.

Variety of Outlets

As Fifth Avenue Brands notes, the era in which PR professionals worked directly with a select few reputable and well-established media outlets is fast eroding. Today, anyone can post information about their organization on social media and other online outlets. number and types of outlets available to connect with various markets. While it will become increasingly easy to get information out into the public eye, the challenge will be to maintain reputability and successfully target the correct audience segments.

As you can see, technology has and will continue to have a major impact on the PR industry. While the goals of PR customers haven’t changed — increased leads, inquiries, sales, etc., — the means by which those goals are pursued have expanded so that a PR firm must strive to provide more robust and holistic service offerings.

How are the lines blurring between your advertising, PR—and other—communication efforts? Most importantly, what are you doing to leverage new opportunities while overcoming new challenges?

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