Lynn Espinoza is a broadcast news veteran with more than a decade of media, presentation and executive coaching experience. She has developed personal coaching sessions for Fortune 100 C-level executives, corporate communicators of all kinds, doctors, lawyers and leaders in non-profit.
Why Bad Meetings Happen to Good People
Posted on February 23, 2010. Filed under: Latest News | Leave a Comment
A colleague of mine, stuck in yet another meeting-of-small-consequence decided not to doodle this time. On this day, he drowned out the usual corporate yammering by penning the following:
in working america
too much, stop it now
If you work in an organization of more than 20 people, communicating with each other by way of meetings is sometimes a necessity. But we’ve moved from necessity to incessenty; meeting for meeting’s sake; how-to-look-productive-to-the-boss’ sake. I’ve worked in this creativity-numbing environment, and I coach executives who want to get out of it. Here are some suggestions and guidelines for meetings:
- If you have something to say that really pertains to only one or two people, talk directly to them. Don’t require the rest of the group to schedule time to listen and watch.
- If you have something to tell everybody - and just one thing - either send them an e-mail or wait until you have several important things to say. Meetings are fewer and more productive that way.
- Don’t send an invite to a “Mandatory All-Hands Meeting” without saying something about what you will talk about. If you don’t, a viral panic spreads through the office, and the rumors alone can hijack the intent of your meeting.
- Try to keep your meetings short, but don’t cut people off or stop engaging conversation just for the sake of time-keeping. Sometimes spontaneous brainstorming breaks out. Let it happen!
- Make sure that there is a clear meeting objective, and a desired outcome. It helps if you can let people know the intent of the meeting before it happens. That way, people can get some creative juices flowing before the meeting even starts. You can save buckets of time if people come prepared with ideas to share.
- Spread “action items” as evenly as possible. It helps with team building, and prevents that perception of, “Why do I always come away with all the action items??” If no action items result from the meeting, perhaps a meeting wasn’t needed in the first place.
- If possible, avoid meeting at the same time each day - or even the same day each week. It makes the meetings feel more tedious and forced. And quite frankly, you may not have something to say every Tuesday at 3:00. Maybe your news was better shared on Monday at 1:30. Maybe you didn’t have a full agenda until Thursday at 10:00. Be flexible, and ask the staff to be as well.
- Even in times of trouble, lead with the positive. Acknowledge the recent accomplishments of a team or individual. Celebrate little victories, to keep people inspired to achieve the big ones.
- Shake it up! Have fun! Switch meetings rooms! Bring a guest speaker! Don’t have budget for an outside speaker? Invite someone from within the company to share a challenge or success story. Often employees feel more vested in the company when they learn what other people and teams are doing.
- Food always helps!
Below is my attempt at corporate Haiku. If it strikes a chord in your office place, it may be time to shake things up!
The most productive of all?
The one that’s cancelled!
How to Speak like Steve Jobs
Posted on February 17, 2010. Filed under: Latest News | Leave a Comment
In almost every presentation training session, I hear this:
“I want to speak like Steve Jobs.”
I’m sorry, you can’t - but please read on.
Steve Jobs is Steve Jobs because there is only one of him. He is absolutely authentic in his approach to speaking. If you are trying to learn to speak like him, you have probably studied clips from his MacWorld or similar large-scale presentations. He’s dynamic and animated; so practiced and polished. If you have not seen his 2005 Stanford University commencement address, take a few minutes to watch it. His style is completely different, and equally authentic. I think this is his most compelling presentation ever. I would love to know what you think.
Here’s the deal: Authenticity trumps polish every time. If you want to speak like Steve Jobs, don’t spend your time trying to imitate him - you’ll sound like a phony. Instead, find your own voice. You don’t have to be extraordinarily smooth or silky - you have to be authentic. You also have to practice. And practice. Practice is one of the reasons that Steve Jobs is so good. The other reason is that he is an original. Always.
As a speaker, your greatest compliment is to hear that no one else speaks like you. Be an original. In that way you can speak like Steve Jobs.
The Elevator Speech: Going Down
Posted on February 3, 2010. Filed under: Latest News | 1 Comment
I find myself troubled today by the classic concept of “The Elevator Speech”. If you are unfamiliar with the concept, it goes like this:
You step into an elevator, and realize that your dream customer is in there with you. The doors close, and you have thirty seconds of his undivided attention. You have the opportunity to tell him who you are, what you do, what makes you special and why he needs to hire you.
In theory, the elevator speech is a great tool. It forces you to get really clear on what differentiates you, and to be concise when you talk about the benefits of your services. What really bugs me, though, is how executives are being taught to commit their pitch to memory, and to use their company’s clever tag lines as part of the pitch. It sounds slick; not at all authentic. If I were your dream client, I would be eager for the doors to open - releasing me from your commercial.
This is on my mind because I have a friend who speaks only in Elevator Speech. If you casually ask him what he does, he says something like, “I provide the highest-quality strategic counsel for leading companies that seek to raise their visibility in the crowded and competitive global marketplace. My only goal is to ensure that you meet your goals, and I won’t rest until we get there”. Of course I’m paraphrasing to protect the guilty but you get the point. He’s actually a funny, warm and genuine guy - and a pleasure to work with - but you wouldn’t know that by his elevator speech. He has his speech at-the-ready for cocktail gatherings, birthday parties, weddings and, I’m quite sure, elevator encounters. It sounds the same every time.
Here are some tips and guidelines to make sure that your elevator pitch goes all the way to the top:
- Make it real. You want to make sure that you always sound like, well, you. Marketing-speak rarely sounds authentic. Chart out what it is that you want to convey, and then put those concepts into language that you use everyday. For instance, when was the last time you talked about a robust ecosystem at a dinner party?(Geek alert: If you talk about robust ecosystems at dinner parties, you need to work on more than your elevator pitch!)
- Listen. If you get out of the elevator having done all of the talking, you’ve missed your real opportunity. That is, to get to know your potential customer. You may well be the right person, at the right time, with the right service - but there is no way for you to tailor your pitch if you don’t take a few seconds to listen to your dream client’s unique needs.
- Know when to stop. If you have brilliantly landed your opening salvo, and the response is, “How ’bout those Yankees?”, save your breath. Go ahead and talk about the Yankees, and politely offer your business card. You may even make a better connection talking about a great baseball pitch instead of pushing an elevator pitch.
- Always have your business card or brochure ready. Whether the response to your elevator pitch is hot or lukewarm, your business card and/or brochure is the essential closer. You don’t have much time with this person, so you don’t want to waste it talking about contact information. Let them know how much you’d welcome a conversation outside of the elevator!
My point is this: Get clear on the benefits of your business, and what you want prospective clients to know about you. If you believe in those benefits, and can speak to them naturally and authentically, you’re much more likely to connect on a personal level, and win the business.
Business Resolutions for 2010
Posted on December 30, 2009. Filed under: Latest News, The Tip Sheet | Leave a Comment
Au Revoir, 2009. Hasta la vista, baby. Good riddance.
For all but a very few of us, 2009 was the worst economic year ever. Though just a few depression-era babies are still in the business world, the rest of us are, well, just depressed. It’s time, though, to pay homage to the fact that we picked up some important lessons in 2009, and use them for good with our business resolutions for 2010.
Resolution #1: Make customer service your unwavering priority. You have some customers who stuck with you through the worst of times. Celebrate them! Treat them better than you’ve ever treated them before. Thank them effusively for their relationship with you. If you are able, offer them something that will ease their weary bottom line. If that isn’t possible (yet), make the little things matter:
- Answer their calls quickly, and happily
- Send thank you notes along the way
- Do more than what is expected
- Help them make connections: refer customers to them whenever you can
- Treat the relationship for what it is - a relationship, rather than a transaction
- Say thank you, again
Treat new customers the same way. Sure, new customers are more exciting - like a shiny new toy gets the glory at Christmas - but remember that the more established relationships are what carried you through a dismal 2009.
Resolution #2: Employers - Remember that your employees are your number-one asset. They have been through the ringer, too. Even if you were lucky enough to keep all of your employees, each one of them came to work in 2009 with a sense of dread. They watched their neighbors and friends lose work and wages; they suffered through months of tragic economic news and listened for the sound of their own shoe dropping. What to do? See tips under resolution #1.
Resolution #3: Employees - Curb the complaining, and celebrate your continued success. You think supporting your own family and financial obligations is daunting? Imagine supporting a whole company; its employees and the families that come with them. Few things weigh heavier on a business owner than the thought of sending someone home to tell their family they’ve been fired. This year, when the toner is empty, the help-desk is busy and bonuses have been cut - take a breath and smile. Things will continue to get better, and you’re still standing! For more advice, see tips under resolution #1.
Here’s to 2010! A year filled with optimism, and packed with lessons - valuable lessons - from 2009. Cheers!
On Communications and Credibility
Posted on November 22, 2009. Filed under: Latest News | Leave a Comment
Oh boy, do I hear this a lot: “I can’t be successful with my communications program, because communicators have no credibility with the executives!” In many cases, both statements are true. You can’t be successful if your executives aren’t buying in, and you’ll never have credibility if you are not successful. Chicken or the egg, right?
Successful corporate communicators from some of the leading companies contributed their ideas on how to get around this conundrum in this article , on my favorite site for communicators - ragan.com.
My favorite tip: Don’t have a seat at the table? ASK for a seat at the table. It worked for the author, and it has worked for me as well.
Enjoy the week ahead!
In This Economy: It’s the Customer, Stupid!
Posted on November 17, 2009. Filed under: Latest News | Leave a Comment
It began with James Carville and George Stephanopolous trying to focus presidential candidate Bill Clinton on what mattered most in 1992:
“It’s the economy, stupid!”
Now twenty-seven years later, the economy is again the most pressing issue on the minds of executives everywhere. For some, the last two years have been the most desperate in their company’s history. Top executives are focused on many things that float just above the bottom line: employees; shareholders; health-care costs; impatient board members. Today, as companies are just begining to rise from the recession, some executives seem to have lost their focus on the one factor that can help them the most: CUSTOMERS!
Because it appears that we have hit the bottom of the recession, executives are quick to send the message, “This company is strong! This company continues to deliver the best product and services!” Not a bad message for the financial community, I suppose, but nowhere does a message like that speak directly to the customer.
A company message can always be re-framed to focus on the customer. The quote above is inward-facing and self-congratulatory. So how about something like this: “Our customers are turning to us for products and services that make their lives (better; easier; more productive), especially in this economy”. The take-away is that the company IS strong, because customers find value. The financial community likes this message as much as the company-focused message, and the paying public hears that you are focused squarely on their needs. A win-win.
Whenever you are drafting your company’s message framework, look for opportunities to put your customer front and center. Make sure that your executive is trained to talk less about the company and more about the customer. And unless you’re James Carville or George Stephanopolous, don’t expect to get away with calling your executive stupid.
The Secrets of Effective Presentation
Posted on October 30, 2009. Filed under: Latest News | Leave a Comment
Recently, I was asked to speak to a large group of executives at Portland’s Presentation Camp. The group took part in a few sessions - one on how to construct a presentation; one of the importance of great visuals. My session was dedicated soley to the person who is presenting - how to manage the visual and vocal aspects of presentation-making. The title of my session was “The Secrets of Effective Presentation”. I want to share them with you:
Secret #1:
YOU ARE YOUR BEST VISUAL!! You can craft your content until the cows come home; design the prettiest PowerPoint on the block - but if you’re not paying attention to how YOU look, and how YOU sound, your content will fall on deaf ears.
- Make sure that you are dressed at least as well as the best-dressed person in the audience. Solid colors tend to work best, but color is less important than the fact that you feel good in your clothes. If you feel good, chances are great that you’ll look good, too.
- Smile! Engage! Greet your audience.
- Breathe… let your voice relax, and project it well
Secret #2
MAKE IT PERSONAL! I think this is the secret that is missed by too many speakers. So often, a speaker will “blah, blah, blah” about this product or that service, and never connect why the speech is important to them on a personal level. For instance, I like to use this picture of my goofy Golden Retriever, Jack. When you think about presenting yourself in a way that is instantly likeable, you can take a few lessons from Golden Retrievers. They are happy to be with you, and passionate about everything they do. You are not likely to remember a lot of this text, but you probably won’t forget that I have a darling Golden Retriever named Jack. My point is this: Make sure you are connecting your presentation to something that is personally meaningful. Your audience will remember that you told a story about something important to you.
Secret #3
YOU DON’T HAVE TO BE PERFECT! If you’ve been to this blog before, you know I am a huge fan of Steve Jobs speaking style. Sometimes his presentations are perfect - visually glossy and delivered with ultimate style. But not always. Check out his commencement address at the 2005 Stanford graduation ceremony. He is not perfect. He’s reading his notes, he’s barely looking at the crowd. But his story is so deeply personal that none of that matters. When you speak from an authentic place, the audience won’t be aware of your “um”s or “ah”s… because they’ll be listening to your intent. Think of when you get into a lively discussion with your friends. You might mis-speak, or use grammar a bit loosely, and your friend will do the same. Because you are locked in an authentic conversation, those things just don’t matter. The bottom line is this: Authenticity trumps perfection every time.
Secret #4
YOU HAVE TO PRACTICE!! How many times have you been handed a PowerPoint deck that someone else crafted for you just hours (or minutes) before it was time for you to speak? That’s a recipe for failure. Let me talk about Steve Jobs again. Before his big MacWorld presentations, he practices… and practices… for WEEKS! I know what you’re saying, you aren’t Steve Jobs, and you don’t have that luxury. But if you want to be an excellent speaker, you have to practice your presentation OUT LOUD many times before you deliver it. Practice in your hotel room, in front of a mirror or, better, use a video camera. (Shameless plug: a professional presentation skills trainer will tell you things you don’t want to hear, but will ultimately make you better!) You should know your presentation inside and out. You should be able to deliver even if the PowerPoint crashes. As you practice, keep the first three secrets in mind. Look and sound your best; look for opportunities to make it personal; ALWAYS remember that authenticity trumps perfection every time.
Executive Training for New Media: Lynn in Media Training Guidebook
Posted on October 29, 2009. Filed under: Latest News | Leave a Comment
Pardon the long post. I wanted to share with you an article that I contributed to the prestigious 2009 PRNews Media Training Guidebook. If you work for an agency or within corporate communications, I encourage you to invest in this book. It is a collection of articles from the country’s most experienced media trainers. The book covers everything from crisis communications to building relationships with reporters to making the most of new media. That’s where I come in.
Please enjoy my contribution!
DON’T BLAME THE MESSENGER… TRAIN HIM!
Making the Most of Digital Media Tools
Lynn Espinoza, President Speak! Communications, Inc.
The United States military has an emerging concern, serious enough that it may be considered a modern-day enemy within. The proliferation of technology in and around the battlefield has made controlling both positions and messages more difficult. This isn’t the amazing stealth, heat-seeking or radar technology that has modernized and vastly improved front line capabilities. Rather, simple blogging, webcasting and uploading to social networking sites by soldiers-at-rest has raised some worry about the potential to put sensitive information into enemy hands; quickly, easily and unwittingly. Left un-coached and unfiltered, this disjointed unit of non-civilian communicators may also portray an attitude or appearance unbecoming their branch of service. In some cases, commanding officers are now reviewing soldiers’ blogs or videos before they are posted to make sure there is no threat to operational security. Some battalions discourage the practice altogether, though admit that it’s hard to control.
While the military works to get its collective armed services around the issue: Corporate World, take note. Tens of thousands of corporate soldiers are also blogging and posting video from within. Intentionally or not, they are communicating directly with your customers, helping to shape perception. It’s possible that they’re even giving away your position to the enemy - your competition. And know this: The media is reading and watching, too.
Apply this method now to the newer vehicles of communication. Consider that a corporate blog posting can be just as powerful as that interview in the Wall Street Journal. In fact, it may end up in the Journal. Doesn’t it just make sense, then, to deliberately craft key messages for corporate blogs? Blogging purists may argue (may nothing; they WILL argue) that the power of the blog is that it’s unfiltered and always in the blogger’s voice. The truth is, a terrific spokesperson (regardless of vehicle) sounds authentic and sticks to the messages that help to move the company forward. You can train a blogger the principles of good corporate communication much the way you would train him or her for an important print interview. If a podcast or webcast is the vehicle, make sure that the spokesperson rehearses as though preparing for a radio or television interview.
Keep these numbers in mind as you consider the power of new media vehicles:
Anytime you have the chance to speak directly to your customers, whether through traditional media or by using new media tools, it requires planning, forethought and control. The corporate world is a battlefield. Make sure that your generals and their soldiers have the tools and training they need.
**********
Essentials of Powerful Presentation
Posted on August 26, 2009. Filed under: The Tip Sheet | Leave a Comment
Until about a year ago, the bulk of my coaching sessions involved media training - maybe 80% - and most of the people in those sessions had not received formal presentation training. It’s interesting to me that my sessions today run about 70%-30% in favor of presentation training. I actually find this both refreshing and insightful on the part of my clients. These are the executives who know that you can try to summon the media all you want, but if you don’t speak well or present a compelling story, you’ll never get the ink. So they invest the time to improve the fundamental craft of communication, working on visual, vocal and verbal skills. Smart. Very smart.
Here is a cheat-sheet of presentation skills essentials. Enjoy! I hope it’s helpful.
The Essentials of Powerful Presentation
Before your presentation:
Your Story – Beginning, middle and end:
Before you put words to paper, chart out the three distinct parts of your story; where it begins, where it ends, and what happens in-between. List all of the data points that strengthen your story, and determine where they fit best – in your introduction (beginning), the meat of your story (middle), or in the close (end).
It’s OK (in fact, it’s best) to leave things out:
You will usually have more data than you need to tell a great story. Use only the most compelling; most colorful; most memorable data points in your presentation. Other data can be left in handouts. Don’t give them the handouts until the end of the presentation – you don’t want them reading ahead and missing your presentation.
What’s an audience to do?
Before your preparation is complete, you must decide what you want the audience to leave with. Do you want them to do something, or just know something? If you want them to do something, make sure there is a clear call to action. You can highlight the call to action anywhere in your presentation, but it must be clear at the conclusion. If you want them to know something, consider ending your speech with a powerful moral-of-the-story.
Practice!!
Make sure to build practice time into your timeline – the more the better. Even if you’re not quite done building the presentation, start practicing a week out. Practice out loud and, if possible, in front of people. If you find yourself consistently stumbling (or just feeling uneasy) in the same place – change the presentation. Even consider removing the rough patch altogether. Practice at least twice a day leading up to the presentation, but only once the day of. If you’ve practiced throughout the week, you should only need a quick refresher the day of the presentation, and you don’t want to hit the stage over-practiced.
During your presentation:
Breathe!
Before you begin your presentation, take a few deep breaths. Hold them, and let them out slowly. This simple exercise will help to calm your nerves, clear your head and even help you to appear more confident. Pay attention to your breathing throughout the presentation. If you begin to feel nervous, go ahead and take a cleansing breath (maybe between slides, when you would naturally pause). Your audience won’t notice the breathing – they will notice your composure.
Smile, introduce yourself and say “Hello”
If your audience genuinely likes you, they will be much more positive about your overall presentation – even if you stumble a bit. Even if someone else has introduced you, give the audience your name again, and tell them why you’re happy to be with them. You’ll set a positive mood that will support you throughout the presentation.
Involve your audience:
Look for opportunities to engage your audience. You can ask questions, ask them to share their experiences, or use them in interactive exercises (e.g. role playing or short competitions). The more you involve them, the more they’ll remember you.
Don’t let the slides tell your story:
If you’re using PowerPoint (or another graphic display), make sure that you are controlling the slides, rather than letting the slides control you. On each slide, draw attention to only one or two important points. Speak to the essence of each slide, but don’t read any slide word-for-word. Limit bullets to 3-4 per page.
Movement: Gestures and pacing:
With regard to movement during a presentation, there is no right or wrong way. If you naturally use your hands when you speak, feel free to use your hands during your presentation. You will appear more comfortable and energetic. Conversely, if you don’t naturally gesture, just let your arms and hands fall comfortably to your side. Avoid fidgeting with a pen, pointer, etc. Also, keep your hands out of your pockets. Putting your hands in your pockets looks less professional, and tells the audience that you may be nervous. Pacing can also be an effective tool, if it’s natural for the speaker. Movement across the stage or room should be deliberate, to help reinforce a point, or to get closer to part of the audience. If you are a nervous pacer, work to stand in one place; still and confident.
GOOD LUCK! AND HAVE FUN!
I’m a Recovering Idiot
Posted on August 20, 2009. Filed under: Latest News | Leave a Comment
This is my favorite book:
The authors are Brian Fugere, Chelsea Hardaway and Jon Warshawsky. I need to tell them that I bring their book to most of my training sessions, and promote it as “required reading” for corporate spokespeople.
I’d also like to tell them that their book led to the end of my cushy six-figure job.
I had been working for a tech-focused PR agency for seven years when my manager gave me “Why Business People Speak Like Idiots” . I was running the communication training department, and my boss thought the book would give me good fodder when training executives. The problem was, the more I read, the more I realized that I had become one of the idiots they were writing about.
Before I joined the agency, I was a good communicator; “good with the words”, as my husband likes to say. I was a TV reporter, so stories were distilled to reach the broadest audience. But after seven years in the bowels of tech PR, I had learned to talk like this:
“The challenge, at the end of the day, is to ensure we have the bandwidth to showcase our deliverables. We’ll have to ping the right stakeholders to make sure to optimize our visibility. Let’s really drill-down on our competencies to show that we have the ecosystem in place to find the connective tissue and execute the plan.”
Holy crap.
I left the agency exactly four months after reading the book. I also need to tell the authors that I have re-learned basic English, and I’m happy as a clam.
Getting rid of undecipherable acronyms and meaningless jargon is harder than it sounds. That’s because every company has both its own culture and its own language. Executives and employees are moving so fast, that it’s simply more efficient to come up with a sort of corporate shorthand. That’s how acronyms become ubiquitous; meaningless to the outside world but well understood within the corporate micro-culture.
That rationale doesn’t work for the awful jargon, however. Upper management uses jargon to sound powerful; lower levels use it to sound important. The kid in the mail room deduces that’s just the way adults talk. No one uses it for meaningful conversation.
I am of the mind that the world moves forward because of meaningful conversation, which in turn forms meaningful relationships. Those are tough concepts when we’re just talking one idiot to another.