The Craft of Scientific Presentations

Michael Alley has taught at Virginia Tech, the University of Texas, the University of Wisconsin, and the University of Barcelona.  His book, The Craft of Scientific Presentations, is a significant contribution to the scientific community.  While Michael Alley’s experiments have demonstrated that using sentence headlines and pictures on PowerPoint slides (instead of phrase headlines and bullet points) improves knowledge transfer, other researchers have not been able to duplicate those results.

Perhaps this is because Alley’s experiments are conducted with live speakers in front of live audiences.  Blokzijl and Andeweg have examined the effect of various slide designs in an e-learning environment on both the students’ perceptions of PowerPoint presentations and the degree to which those designs support knowledge transfer.  

Not surprisingly, their findings are different.   The authors found that while students in an e-learning environment have a distinct preference for slides with visual support, the text only slides resulted in higher test scores. 

The authors go on to express their doubts that the results of any controlled e-learning experiments can be directly applied to live presentations due to a number of real-life complicating factors, such as the speaker’s oral delivery, eye contact, and the presence of an audience.

I suspect that our comrades, Blokzijl and Andeweg, are trying to design a perfect PowerPoint presentation that does not require a presenter.  Not sure that’s possible.  It’s kind of like writing a piece of music that doesn’t require a musician.

I have seen a good presenter overcome bad slides many times.  By being highly directive, telling the audience what to look at and what not to look at; by introducing the next slide before leaving the current one, so that the audience is prepared for the next chunk of information; and by engaging the audience in discussion about the items on the screen, I have seen speakers turn a pig pen of PowerPoint into a silky smooth presentation. 

The question is, can good slides overcome a bad presenter?   I don’t know, but I’ve got my doubts. 

Sims Wyeth & Co. provides public speaking courses, executive speech coaching, presentation skills training, voice and speech training, speech writing, and courses that address stage fright, body language, presentation strategy, and effective use of PowerPoint, all of which contribute to greater executive presence and personal impact.  Sign up for our presentation tips and learn more about us at http://www.simswyeth.com/.

A good speech has a voice.  It sounds like an individual—specifically, the individual who is delivering the speech. It should not sound like the speechwriter.

And yet us speechwriters are often given only a brief time with the speaker to determine what she wants to say.  From that brief meeting, we are expected to extract the message she wants to impart, and the sound, tone, texture, and rhythm of her verbal personality.

So, if you are a speaker, and you are working with a speechwriter in New Jersey or New York, (or anywhere else for that matter) how can you maximize the few minutes you have with your speechwriter?

• Be prepared for the meeting with the speechwriter.  Know the DNA of what you want to say.  You can come up with this DNA by imagining that an audience member is considering coming to hear you, and asks, “What’s your speech about?”  You’ve got less than 30 seconds to tell her.  What do you say?  Your answer should be one sentence long, and should contain the benefit that the listener will derive.  For instance, President Obama might have said about his speech on race relations, “ My speech urges every American to have the difficult conversations about race so that our country can move beyond the historical divisions that have plagued our nation.” 

• Next, in order to help your speechwriter (and yourself), figure out the question to which your information is the answer.  At the heart of what you will say is the information that you have mastered and your own interpretation of its meaning.  But you can’t just dump the info on your listeners.  You’ve got to figure out what emotional concern drives their interest in your topic.  What question would the audience have to have in mind in order to make that information a fascinating, provocative question?  Believe it or not, you have to spend about a third of your speech asking the    question—even more if they are not that familiar with the topic or the issues.  For instance, when trying to raise new rounds of venture capital, a biotech president might have to answer the question, “Why do we have to spend millions of dollars creating a new formulation for the molecule when it already demonstrates efficacy in its current formulation?”

• Finally, give your speechwriter plenty of time to ask questions.  Encourage him/her to get to know you.  Take her out to lunch.  Have a glass of wine with him.  He or she needs to soak up who you are, what you care about, how you think, what you like and dislike, and your personal verbal style. 

Only by inviting your speechwriter into your inner circle will you get what you want and need—a speech that captures not only what you want to say, but how you want to say it.

Sims Wyeth is an executive speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

Senator Howard Baker said that he and his speech writers had a great relationship.  “They write what they want me to say, and I say what I think.”

They got along just fine.

The remark points to the essential challenge of speech writing: it needs to be done in the voice of the speaker. 

This is important because the speaker will be more effective if the text of the speech is aligned, in style and substance, with the way he thinks and talks.

There are great speakers who can read anything from a page or a teleprompter and make it sound like them.  President Obama is good at this, as was President Reagan.

In fact, anyone continuously in front of crowds develops a knack for reading text. 

But most of us are not up at the lectern every day, and so we need a speech writer who has the ability to collaborate with us—who has a good ear for our speech patterns, and can get our thoughts into the right words.

A collaboration with a speech writer should begin with your thoughts about what you want to say and what you want your audience to think, feel, and do after hearing your speech. 

Your speech writer should also explore with you the problem that you are trying to solve for your audience.  Audiences like it when your speech is all about how they can solve a problem or capitalize on an opportunity.

Audiences like speeches that are short, humorous, and generously sprinkled with stories.  But make sure that the humor is your own, not offensive, and takes a back seat to the point you want to make.

Similarly, the stories in the speech should be your own.  A good speech writer should spend time with you talking about your life experience and pull some stories out of your memory.  Of course, if your speech writer offers you a story that you can make your own, use it.  Just make sure you practice enough so that it feels natural.

For some of us, the chance to speak is rare, and so it leads us to want to say everything.  Your speech writer should be firm.  You can only say a few things to an audience before they get dazed and confused.

Make sure your speech writer doesn’t use any big words that are undeliverable.  Undeliverable is one such word.  So is indomitable, which can come out as “indominabubble.”

William Safire, the great speech writer for President Nixon and columnist for the New York Times, was once asked for a synonym for indomitable and gave indefatigable.  He was fired on the spot when someone nearby suggested steadfast.  Safire says in retrospect that he now sees he was intransigent.

In plain language, your speaking style should never be fancier than you are.

Above all, when you deliver your speech that someone has helped you prepare, you must feel comfortable with it and sound natural.   The pleasure of listening to a good speech depends on the connections that can exist between the elements of the occasion.

First, there is the speaker and the speech.  They need to connect. 

Then, there is the speaker and the audience.  The speech should help the speaker create that connection, and not get in the way.

And within the speech, your own thought should connect with the writer’s language deployed to express it. 

Finally, the speaker needs to connect with his own feelings, and rehearse enough so he can bring to the occasion, with his voice, gestures, and the vivid words of his speech writer, a full-throated belief in what he is saying.

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.