Communicating to the public part two public speaking
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COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING PowerPoint PPT Presentation


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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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COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING

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Communicating to the public part two public speaking

COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING


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 public

COMMUNICATING TO THE PUBLIC


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!


Communicating to the public part two public speaking

  • 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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