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COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING. PUBLIC SPEAKING. Presenting Seminars Media Training. Presenting Seminars Effectively. Preparation Presentation. PREPARATION. Outline: Don’t have word for word; simply an outline of the presentation Underline important words/phrases

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public speaking
PUBLIC SPEAKING
  • Presenting Seminars
  • Media Training
presenting seminars effectively
Presenting Seminars Effectively
  • Preparation
  • Presentation
preparation
PREPARATION
  • Outline: Don’t have word for word; simply an outline of the presentation
  • Underline important words/phrases
  • Audio-visuals: Help tremendously; even the best presenters desire another focus of attention
  • Audio-visual aides should not be too detailed
preparation audio visual
PREPARATION: AUDIO-VISUAL
  • Slide Example:
    • REFITTING OPTIONS
      • Cold Turkey
      • Deadaptation
      • Immediate Refitting Into Soft Lenses
      • Immediate Refitting Into RGP Lenses
preparation audio visual1
PREPARATION: AUDIO-VISUAL
  • Abbreviate information (take out small connecting words)
  • Do not use poor contrast print
  • Use a laser pointer if possible
  • Use a slide projector or preferably PowerPoint (transparencies at minimum)
presenting seminars effectively1
PRESENTING SEMINARS EFFECTIVELY
  • Preparation
  • Presentation
seminar presentation beginning
SEMINAR PRESENTATION: BEGINNING
  • Arrive early!
    • Audio-visual equipment working
    • Lighting (hopefully variable; AV-aides must be visible)
    • If choice on a microphone, use a lavalier
    • See if a light is present at the podium
    • Don’t look at watch (put it on podium!)
seminar presentation lecture nuggets
SEMINAR PRESENTATION: LECTURE NUGGETS
  • Compliment audience (“It’s nice to be here.” be sincere!) “Thank you for your attention . . .”
  • Speak slowly and deliberately; allow extra time for questions
  • Eye Contact is important!
  • Use gestures effectively
seminar presentation lecture nuggets1
SEMINAR PRESENTATION: LECTURE NUGGETS
  • Avoid monotone: emphasize key word/phrases. Use “wake-up” adjectives such as “The most EXCITING (REMARKABLE, AMAZING,etc. conclusion . . .”
  • The use of analogies is beneficial
seminar presentation lecture nuggets2
SEMINAR PRESENTATION: LECTURE NUGGETS
  • Include audience in presentation & show them how they can benefit (look at their facial expression!). “A common problem we all share” . . .
  • Minimizes hesitations (uh, um)
  • Be direct, not apologetic. If you omit information, casually introduce it when convenient
seminar presentation lecture nuggets3
SEMINAR PRESENTATION: LECTURE NUGGETS
  • Lean forward slightly
  • Don’t be concerned about the “perfect” lecture; you’re not perfect; the audience is not perfect; the A/V may not be perfect. Be prepared, however, and don’t get flustered.
  • Levity can be beneficial if you feel comfortable doing so
seminar presentation summary
SEMINAR PRESENTATION: SUMMARY
  • Acknowledge questions at end (also during if possible)
  • Don’t be afraid to say you don’t know- remember the audience will wake up if you get flustered
  • Compliment before chastising
  • Repeat questions
seminar presentation summary1
SEMINAR PRESENTATION: SUMMARY
  • Allow time to summarize material (introduction & summary most important)
  • Emphasize key points and end with a bang!
  • If you are behind in your presentation, don’t RUSH! Come to a natural conclusion
seminar presentation miscellaneous
SEMINAR PRESENTATION: MISCELLANEOUS
  • Constantly evaluate your seminars (videotape if possible)
  • Observe effective communicators: What makes them good communicators
public speaking1
PUBLIC SPEAKING
  • Presenting Seminars
  • Media Training
media training
MEDIA TRAINING
  • Benefits:
    • Ensure your side of story will be told
    • Can present a favorable message that can help build your practice
    • Can be enjoyable!
media training1
MEDIA TRAINING
  • Types of Media
    • Print
    • Radio
    • Television

Interview Formats

• Phone (live or taped)

• In-Person (live or taped)

before the interview
BEFORE THE INTERVIEW
  • Know the interviewer (know their name; don’t overuse it)
  • Know your key messages (usually about three; if short interview make these points quickly . . .if long, use them repeatedly and at end)
  • Have a Single Overriding Communications Objective
general guidelines
GENERAL GUIDELINES
  • Remember that you are the expert
  • Speak clearly, slowly and concisely
  • Listen carefully to the entire questions; don’t blurt out a response; think it over (“That’s a good question”) Remember the first few words to a response are most important
  • Don’t get technical
  • Patronize sparingly
general guidelines1
GENERAL GUIDELINES
  • Stay on your agenda
  • Do not attempt to fill silence (don’t use “and’s”)
  • If TV - SMILE; be animated
  • Don’t ever let them see you sweat
  • Camera can be intimidating
  • Emphasize the positive and the SOCO
communicating to the public1
COMMUNICATING TO THE PUBLIC
  • Direct
  • Written Literature
  • Audio-Visual
  • Radio/TV
  • Newspaper Column on Vision Care
  • School System
  • Community Activities
  • Bulletin Boards
communication to the public
COMMUNICATION TO THE PUBLIC
  • Direct Communication
direct communication
DIRECT COMMUNICATION
  • Most Important!
  • What you say and how you say it will:
    • Ensure compliance
    • Reassure the patient
    • Help their knowledge level
    • Build your practice
communicating to the public2
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
written literature
WRITTEN LITERATURE
  • Not a very effective method
  • Have brochures from AOA & other sources about topics that pertain to services provided by your practice
  • www.hayesmarketing.com (800-650-4890)
  • Don’t hesitate to develop your own brochures (desktop system or local printer)
  • Have available in exam room
  • Important from a legal standpoint
written literature1
WRITTEN LITERATURE
  • Newsletters
    • Send on a quarterly to 2X yearly basis
    • Topics pertaining to promoting office services and new developments
    • Have the staff involved
    • www.newslettersink.com
communicating to the public3
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
  • Audio-Visual
audio visual
AUDIO-VISUAL
  • Have a VCR/DVD Player in the reception room and, if possible, in the examination room
  • Videotapes/CDs & DVDs are available from the AOA, GPLI and other eye care organizations
  • Shows professionalism while better educating patients
communicating to the public4
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
  • Audio-Visual
  • Radio/Television
radio television
RADIO/TELEVISION
  • Solicit interviews
  • Begin with small radio station (off hours)
  • Have a few key points to mention
  • Don’t be afraid to promote
  • Save Your Vision Week
  • You may get hooked as it can be fun!
slide33
Direct Communication
  • Written Literature
  • Audio-Visual
  • Radio/Television
  • Newspaper Column on Vision Care
newspaper column on vision care
NEWSPAPER COLUMN ON VISION CARE
  • Approach your local or suburban newspaper about an occasional story or even a column
  • There are services which can provide this information for you
  • You will be considered the authority
communicating to the public5
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
  • Audio-Visual
  • Radio/Television
  • Newspaper Column on Vision Care
  • School System
school system
SCHOOL SYSTEM
  • Meet with the school administrator
  • Offer to provide screening services
  • New AOA “Owl” program (to be introduced in 2006)
  • Accidentally bring your business cards
  • This can be fun, particularly as you begin to build your practice
communicating to the public6
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
  • Audio-Visual
  • Radio/Television
  • Newspaper Column on Vision Care
  • School System
  • Community Activities
community activities
COMMUNITY ACTIVITIES
  • Be involved in service clubs, church & other organizations
  • Again, you will be considered the expert
communicating to the public7
COMMUNICATING TO THE PUBLIC
  • Direct Communication
  • Written Literature
  • Audio-Visual
  • Radio/Television
  • Newspaper Column on Vision Care
  • School System
  • Community Activities
  • Bulletin Boards
bulletin boards
BULLETIN BOARDS
  • Can contain recent consumer information, local happenings, letters from patients, new products/services you provide, letters from the community
  • Consider a children’s “corner” with bulletin board (photos)
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