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How
to Build Your Organization's Reputation and Yours
Even
if you are NOT the CEO of your company, every time you open your
mouth at a networking event, call a client's company, or speak up
at your own meetings, you are enhancing - or diminishing - both
your own reputation and that of your company. In
February, for the second time, I attended and spoke at the Ragan
Speechwriter Conference. Both times, I found it one of the most
fun and educational events of the year. Carol Ballock of CEOGO.com
described some impressive research from Burson-Marsteller, a leading
global public relations and public affairs firm. It found that in
1997, CEOs' reputations made up 40% of the reputation of the organization
they run. By 2003, that number had reached 50%. Years
ago, I spoke in Las Vegas at a Century 21 convention. Paul Harvey,
also on the program, told the audience: "For a company's advertising
program to work, it has to be handled not only corporately but also
individually." I could not have said it better. More
and more organizations are now recognizing this wisdom and the need
for their people at all levels to seek out speaking engagements.
Much of my time now goes to helping executives design their presentations. Here
are a few tips I give them that you may find helpful.
 The
PowerPoint® comes last! Design your message first...add visuals
only if needed.
Tell
the stories you entertain your family and dinner guests with.
Talk
about what you are most passionate about, and find the metaphor
for the subject of your speech.
Ahead
of time, interview some of the audience members—your customers,
associates of your firm, or other leaders in your industry—and
quote them in your talk.
Don't
try to say too much. Say less, illustrate it well, and stop.
Shake
hands and talk to some of the audience in advance. The more personable
they see you are, the more attention they will give you.
Get
comfortable in the room where you will be speaking. Practice before
anyone arrives. Make friends with the stage, platform, or front
of the room.
Start
early! Get your concept, content, and scripting together and practice.
If you walk or get on the treadmill, that is a great time to "talk
to yourself." Get comfortable with the words. Your goal is to know
it so well you can forget it. As Michael Caine says, "Rehearsal
is the work, performance is the relaxation."
Edit
your notes to an outline with bullet points. Do NOT read your speech
or remarks. You want to be personable, not perfect.
Make
sure the type face on your notes is large enough so you can glance
down and read it easily. I use 22pt type!
Watch
the word "stuff." It is not specific and diminishes the power of
what you are saying. When my clients say this as we develop their
remarks, I always ask, "Specifically, what do your mean?"
Delete
most of the "today's" out of your remarks. Start listening to how
overused that word is in most business presentations. It is used
to mean "this time in history" and "right now." Everybody knows
you are in the room now. Stop "todaying" your audience. One executive
I watched used the T word 28 times in his 4 minute welcome. Even
if his audiences were not counting them as I was, they would perceive
him as less articulate than he was expected to be.
You
may or may not be a CEO—yet—but being perceived as a charismatic
speaker will help your ambitions and reputation!
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