Looking for a proven method to transform presentations into stories that sell like hell? Here’s your chance to turn every speech, media pitch or analyst presentation into a dynamic display that gets results and delights audiences. This presentation explains: Strategy: New tools for drafting and scripting stellar speeches Persuasion: 5 steps to compel, convince and convert Storytelling: Narrative devices to make any presentation sing Language: Magic words, hot buttons and sound bite secrets guaranteed to move and motivate audiences Confidence: Techniques for delivering messages with courage, poise and conviction Impact: How to magnify your reach via social media

1. Powerful PR Presentations
New secrets of persuasive spokespeople,
speeches and executive communications
Ian Griffin
Wednesday June 24, 2015
@IanDavidGriffin

2. Agenda
• Presentation Planning & Strategy
• The Secrets of Persuasive Presentations
• Creating Strong Visuals
• Presenting with Confidence
• Structuring a Speech
• Magnifying the Impact of a Speech with Social
Media
• Measurement Matters
• Q&A

3. execcomms.wikispaces.com

5. Presentation Planning & Strategy

6. Put the audience first
• Setting an intention for your talk
– Are you aligned?
– Why are you there?
• What is the purpose of the presentation?
– Inform
– Motivate
– Entertain
• Understand the audience

7. Logistics

10. The Secrets of Persuasive
Presentations

11. Aristotle
Ethos
LogosPathos
Ethical Appeal
Character
Logical Appeal
Reason
Emotional Appeal
Feelings

12. 5 step process to
compel, convince & convert
1. Generate ideas (from subject experts etc.)
2. Filter & cluster ideas
3. Arrange messages for maximum impact
4. Structure (A, B, C)
5. Illustrate (slides, stories etc.)

13. Generate Ideas
Source: Resonate, Nancy Duarte

14. Filter & Cluster
Source: Resonate, Nancy Duarte

15. Arrange for Maximum Impact
Source: Resonate, Nancy Duarte

16. Arrange for Maximum Impact
Source: Resonate, Nancy Duarte

17. Nancy Duarte

18. Storytelling
• Make your content memorable
– Dramatization
• stunts, cameos, demos
– Repeatable sound bites (alliteration, etc.)
• busy as a bee
• drop dead gorgeous
• friends and family
– Evocative visuals
– Shocking statistics
– Stories

19. Storytelling
Ground Rules
– Start with the takeaway message
– Good stories are about challenge or conflict
– Think about your story like a movie
– Start with a person and his challenge
– A good story always has ups and downs, so “arc”
the story
– Use vivid language and intonation
– Practice, practice, practice

20. Michael Hauge’s 10 Essential Elements
of Every Great Story
1. A Hero 6. Outer motivation
2. The Setup 7. Growing Conflict
3. Empathy 8. Climax
4. Opportunity 9. Transformation
5. New Situation 10. Aftermath

21. The Hero

22. Empathy

23. Climax

24. Michael Hauge

25. Persuasive Language
Monroe’s Motivated Sequence
1. Grab the audience’s attention
2. Establish a need
3. Offer your solution
4. Visualize the future
5. Close on call to action

26. Robert Lehrman

27. Creating Strong Visuals
Beyond Bullet Points

28. Jessica Hagy
thisisindexed.com

29. David Sibbet

30. Dan Roam

31. Show, Don’t Tell…

32. Carmine Gallo

33. Representing Large Numbers

34. $10,000

35. $1 Million

36. $100 Million

37. $1 Billion

38. One Trillion Dollars

39. Presenting with Confidence

40. Delivering with Confidence
• Know your intention
• Build a strong structure
• Memorize a powerful opening and close
• Encourage audience interaction
• Keep it simple
• Speech coaching makes a difference

41. Structuring a Speech

42. Rule of Three
Left Yesterday
Where we
are
People
Right Today
Where we
are going
Places
Center Tomorrow
How we’ll
get there
Things

43. Audience Destination
O X

44. Back of a Napkin
A
BC

46. Magnifying the Impact of a Speech
with Social Media
Before, During and After an Event

47. Before a Speech
What are the audience’s concerns?

48. Hootsuite

49. Before
• BEFORE: social media as a research tool

51. Alltop.com

52. During a Speech
What is the audience thinking?

53. “…audiences today are
no longer sitting
quietly taking notes
during live
presentations. Instead,
they’re carving out a
new space in the room
called a backchannel,
where people are
online searching for
resources, checking
your facts, and
connecting with others
inside the room and
out.”

55. Blue Card Survey
Short Term:
1 2 3 4 5
Long Term:
1 2 3 4 5

56. After a Speech
Magnifying the Impact

59. Social Media Home Page
• Integrate all social media
• A repository for event details:
– session description
– bio and contact information
– poll results
– presentation slides;
– reference materials
– blog postings
– and more…

60. execcomms.wikispaces.com

61. Measurement Matters
How to track results and show return
beyond simple surveys and ‘smile sheets’

62. Survey Before and After

63. One Word Program Evaluations

64. Three Days Later…
• What do you remember about the
presentation?
• What would you like to hear more of on this
topic?
“Let the audience guide you”
Professional Speaker Motto

65. Q&A

66. Ian Griffin
@IanDavidGriffin
ian.griffin@exec-comms.com