COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING

1. COMMUNICATING TO THE PUBLIC PART TWO: PUBLIC SPEAKING

2. PUBLIC SPEAKING • Presenting Seminars • Media Training

3. Presenting Seminars Effectively • Preparation • Presentation

4. 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

5. PREPARATION: AUDIO-VISUAL • Slide Example: • REFITTING OPTIONS • Cold Turkey • Deadaptation • Immediate Refitting Into Soft Lenses • Immediate Refitting Into RGP Lenses

6. 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)

7. PRESENTING SEMINARS EFFECTIVELY • Preparation • Presentation

8. 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!)

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. SEMINAR PRESENTATION: MISCELLANEOUS • Constantly evaluate your seminars (videotape if possible) • Observe effective communicators: What makes them good communicators

16. PUBLIC SPEAKING • Presenting Seminars • Media Training

17. 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!

18. MEDIA TRAINING • Types of Media • Print • Radio • Television Interview Formats • Phone (live or taped) • In-Person (live or taped)

19. 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

20. 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

21. 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

22. COMMUNICATING TO THE PUBLIC

23. COMMUNICATING TO THE PUBLIC • Direct • Written Literature • Audio-Visual • Radio/TV • Newspaper Column on Vision Care • School System • Community Activities • Bulletin Boards

24. COMMUNICATION TO THE PUBLIC • Direct Communication

25. 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

26. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature

27. 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

28. 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

29. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature • Audio-Visual

30. 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

31. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature • Audio-Visual • Radio/Television

32. 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!

33. Direct Communication • Written Literature • Audio-Visual • Radio/Television • Newspaper Column on Vision Care

34. 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

35. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature • Audio-Visual • Radio/Television • Newspaper Column on Vision Care • School System

36. 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

37. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature • Audio-Visual • Radio/Television • Newspaper Column on Vision Care • School System • Community Activities

38. COMMUNITY ACTIVITIES • Be involved in service clubs, church & other organizations • Again, you will be considered the expert

39. COMMUNICATING TO THE PUBLIC • Direct Communication • Written Literature • Audio-Visual • Radio/Television • Newspaper Column on Vision Care • School System • Community Activities • Bulletin Boards

40. 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)