Know the people who make up your audience.

• Who are they?
• How many?
• How much do they need to know? (Your goals)
• What’s in it for them (the WIIFM)? (Satisfaction, pride, making a difference, health, love, money?)
• What questions might they commonly ask?
• What questions would you like to be asked?
• Are there questions you hope never to be asked?
• Are there any special circumstances that impact the event or presentation?
(Did someone die? get promoted? See a down- or up-turn?
Report bad or good news to? Create a division or close one?)
• Know what people believe, need and care about (the WIIFM) and you then need to become passionate about an issue.
• If people do what you ask, how will their lives be different?
• Show them how the world will be different?
• What are their misperceptions or misconceptions?
• What are the obstacles standing in your/their way?

Bottom line: Know three or four points you must make; not 10 or 20.
This gives you control and will help you get to the point.

Then consider, do you want to:

• Inform?
• Persuade?
• Entertain?
• Educate?
• Move people to act?
• Motivate?

What Our Clients Say

Ginny covered a lot of ground very clearly and succinctly. I have a better idea of how to keep control of the media, as well as put my messages across more convincingly. The training will allow me to be more confident when facing the media. I’ll be able to communicate the importance of the issues we’re struggling with.