My husband was admitted to the hospital for a heart condition. We thought he was going to need open heart surgery. He was admitted on Monday and we waited hours for a bed. This was not surprising given the current state of hospitals. We had been referred from our local hospital and had not met the surgeon. He showed up Monday night at 10 pm long after I was gone. He showed up the next time at 8pm. Again, I didn’t get to meet him or talk to him.
We thought the surgery would be scheduled the next day but that was not the case. Each day a new test was scheduled. We were clueless as to what kind of procedure would be performed or when. The experience reminded me of the car insurance approach. When I issued a claim after an accident, the agent told me to fill out a form. I submitted the paperwork and then he told me the next form I had to complete. With each submission, there was a new requirement. I was so frustrated, I called the supervisor and asked about the process. What were the steps and forms I needed to complete in order to finish the process? The agent was wasting my time with his piece meal approach.
Similarly, we were in the dark at the hospital. All these tests were being scheduled but we didn’t know the plan.
Lesson #1 Give the Big Picture. An audience needs to know the plan. Where are you taking them and why? We learned by the end of the week that the plan was to order tests to manage risks to determine the type of treatment. It could be a stent, a TAVR or both. To be a good communicator and presenter, you must provide context for your audience. Give them a game plan which is often an agenda. Do this and they’ll stay with you. Otherwise, you they’ll lose confidence in you and the message.
Lesson #2 Explain and Educate. We initially thought open heart surgery was the solution for blockages of the arteries. By the end of the week, we learned that they would insert a stent and then a TAVR 30 days later. Nobody ever explained exactly what they were. I looked it up but it would have been more effective for a doctor to explain the procedure, the recovery, and side effects. The doctors talked about it as if it was common knowledge.
In every audience there are people who lack knowledge or understanding. Many times they don’t want to show their ignorance. I tell the audience that there’s “no such thing as a dumb question.” A simple explanation, illustration, or case study will go a long way toward educating your audience. Avoid using jargon, technical terms, and acronyms unless you define them first.
Lesson #3 Be inclusive. The hospital admission occurred without a consultation with the surgeon. He simply showed up at the bedside. There didn’t seem to be any awareness or concern as to the caregiver or family involvement. Although I called at the end of the week to speak to the doctor, a nurse practitioner tried to intercept and answer my questions. I asked logistical questions, but would not inquire about anything major. The doctor created the plan, determined the tests and treatments. As in any business, you want to speak to the decision-maker, boss, or expert. I felt disrespected.
Be careful not to disrespect your audience. If you’re presenting to a senior manager, don’t ignore others in the group. Make eye contact with them as well. When presenting to an audience, use examples and stories that everyone can relate to. Don’t tell inside jokes that will make some people feel excluded. You won’t have a cohesive group if you play to the “insiders” or VIPs.
Lesson #4 Be respectful. When I was a community mediator, I had success at resolving a number of conflicts and coming to an understanding. What I discovered was that regardless of the situation, underlying the conflict was a feeling of being disrespected. Once the parties began to show respect, the situation turned around.
One night at the hospital, the nurse appeared at midnight to tell my husband he was scheduled for an MRI. He hit the roof. He told her in no uncertain terms that this was interrupting his sleep, was intrusive and very disrespectful. Knowing that she was not that assertive, he coached her how to speak to the MRI team. He acknowledged her efforts and thanked her. Respect is about honoring a person’s humanity.
When you focus on running the audience through a lot of tasks without considering their feelings, you risk disrespecting them. If someone challenges you, don’t blow them off or minimize the objection. Acknowledge their emotions and concerns. If they need a break, give it to them even if you don’t’ finish everything. Respect their learning styles and values. People are not widgets to be scheduled. Remember the old adage: People may not remember what you said but they’ll remember how you made them feel.
Many of us have had negative experiences with service providers and as audience members. We can understand that people are under stress and often don’t intend to offend. As communicators and speakers, we can remember these lessons and leave our audience feeling good.
For more tips on how to communicate with your audience, read Knockout Presentations.