A subscriber to Management Challenges Newsletter recently wrote to me with a question regarding his communication skills.

I am a senior manager with many years of experience delivering presentations. The feedback I receive indicates that my presentations are technically sound, well organized and delivered with enthusiasm. The overall reaction from my audiences, however, is rather flat. To be more specific, I am not getting people to respond to the requests for action made in my presentations. What can I do to get people to embrace my ideas?
Steve S. Waltham, MA

There could be many reasons why Steve is failing to reach his presentation objectives. One likely problem is that he is not connecting emotionally with his audience. By presenting sound data and logical arguments he connects with the minds, but not hearts of his audience. One recommendation is to use stories that will connect with the audience at a more emotional level. These stories will let the audience know that he is aware of their struggles, successes, fears and hopes. The audience will perceive Steve, not only as a competent professional, but also as a multi-faceted person who is concerned with their interests.

Steve could employ stories that include the following.

• Past efforts by audience members,

• Future benefits to these individuals if his ideas are implemented,

• Quoting the words of one of the organization's early leaders that reinforces Steve's premise.

• Sharing a failure early in his career that taught him valuable lessons he is applying in his current job.

• Describing a recent incident with his children that relates to the presentation topic.

If Steve injects appropriate stories into his presentation, I predict that he will experience a perceptible shift in the response of the audience. As he tells his stories, audience members will lean forward in their seats, show encouraging facial expressions and more importantly, be open to giving his ideas a fair hearing. Steve will experience first hand the value of presentations that appeal to both the mind and the heart.

For more information on connecting with your audience, refer to
Leading Out Loud - The Authentic Speaker, the Credible Leader by Terry Pearce, Jossey-Bass, 1995 is an outstanding book for senior managers and executives. Pearce offers excellent advice on Connecting with Your Audience, Leading in the Age of Information, Engaging Your Audience, Winning People's Minds and Winning People's Hearts. This book is used in my Communications Skills for Managers course at the Harvard School of Public Health and has been well received by the students.

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