How to Use Every Day Life Skills to Get Your Point Across

by Helen Vollmer, Vollmer Public Relations CEO and Founder

1. Presentation training is not a replacement for knowing the facts. Enthusiasm and salesmanship will not replace knowledge, understanding of the facts and the simple truth that all actions have consequences.

2. Not everyone is a born salesman or a great presenter.  For some of us, it takes more effort and more preparation.  The good news is that you can always improve.  For those to whom this comes easy, preparation is still a critical factor.  Developing agendas, writing out angles to discuss with media in advance still needs to be the rule.

3. I truly believe at the very heart of giving great presentations or getting an editor to go for your idea is listening.  But only if you are prepared in advance and have an understanding of your own direction can you be a pro-active listener.  Your agenda should always appear to take a back seat.

4. And listen to what's not being said as well as the words you hear. Listen for "power" words -- key buzz words, repeated phrasing, descriptors of their style, product or service.  And then turn it back to your audience -- repeat those words, get them to define what they mean by "value" and ask them to repeat key messages -- they may change.  Listen to body language.  All of these things may absolutely change your presentation -- and that's okay. React to the moment and the energy level and the environment.  And at the end of the conversation, try to recap -- okay, what I heard you say -- so, the next steps are -- what you're really looking for is.

5. Don't think about presenting strictly in the context of your professional life.  Consider practicing with everyone you contact. Any time you have a point to make, have a differing opinion or want something from somebody is when you can use the basics:

• Spouses. You want a dog/he wants a cat.
• Sales people.  You want to take back the watch.  He doesn't want to give you your money back.
• Friends.  They want to go to the movies/you want to barbecue in the back yard.
• Family.  They want to feed you a piece of cake and you don't want to hurt their feelings.

6. Consider how you are getting your point across, not only with clients and media but your peers – both administration and fellow account executives.

• It's after 4 p.m. and you really need some help.  Don't just send an email.  Talk to Pam or Robin about what it is, why it's important and their role in helping.  Get them to be a part of the team not just an after-thought in thank-yous.
• At the last minute, you need Jean's help in food styling a shot.  You've not done any job work orders, she really has no idea of what's going on. Take the time to fill her in and be specific as to what you need and again, why you need her help.
• Your immediate supervisor is telling you that the lead you've just written is inappropriate.  You disagree.  How do you background her and give her enough detail and rationale to your approach that she comes around to your thinking?
• Work very closely with another AE on a specific project.  He thinks your approach on the next project is way off the mark. How do you resolve this before wasting valuable hours on a strategy that may come back to bite both of you?

7. Communications.  That's our job.  And, we better be better at it than anyone else.  We can help each other practice our skills, give each other tips, share knowledge, help each other be prepared. That's really one of the greatest benefits of working with a group of professionals.