Outsmart, outdo and outperform in the digital age
PUBLIC SPEAKING
Dear colleagues,
Here is our Public Speaking governance for 2018.
Our key priorities are:
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Efficiently communicating Bank of China’s activities in Luxembourg
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Coordinating our efforts on social networks
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Following a common governance on public speaking
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Defining KPIs
I count on your support and active participation to implement this plan.
Best regards,
Lihong ZHOU
General Manager of Bank of China Luxembourg
INTRODUCTION
"Universal & critical skills"
PUBLIC SPEAKING aims to leverage all public opportunities:
- Speaking at a conference
- Managing a meeting with 10 people
- Talking 1 to 1 with a colleague
By learning how to control your message, your look, and your moves, you acquire a skill that can change your career and have an impact on your company’s success.
GOAL
"Turning your audience into ambassadors“
Your main goal when you address an audience should be to land your message.
It should be:
- Unique: 1 main message only per speech
- easy to understand
- easy to remember
- easy to repeat, which is the key to "virality"
NB: KPI after a speech: ask people who were there "What was my main message?"
INSPIRATION
-Who is your “Public speaking hero“?
Answers at Bank of China:
- Jack Ma
-How do you rate yourselves? (1 very bad-10 very good)
Self-rating at Bank of China: from 3 - 8
-Critical factors?
Answers at Bank of China:
- Speed of speech
- Body language
- Connection with the audience
- Clarity of the speech
FUNDAMENTALS
M
I
N
E
Message
Images
Non-Verbal
Emotions
MESSAGE
#1: 180° rule
People often talk from their own point of view instead of what people want to hear.
Example: Jack Ma does not talk about Alibaba during his speech but he inspires his audience.
Drill: the Private Equity pitch
When speaking in front of people, imagine that they are Private Equity people listening to your 'pitch' before a possible investment in your company: get their attention right from the beginning, keep them focused on your presentation at all times and finish on a high note!
#2: 1 main idea. 3 elements max
Example: how to build bridges between China and Luxembourg
3 Ideas:
a) History
b) Chinese banks in Luxembourg
c) China import expo
#3: Introduce, explain and wrap up slowly
Example:
Introduction: Today I have 1 main message for your: ...
Explain: I will present it with 3 main ideas, ...
Wrap up slowly: My main message today was.... and featured 3 ideas: idea 1, 2 and 3.
Tips
How to know if your speech is good?
Indicator: if people use their phone, you have lost them!
IMAGES
-Under all shapes
Use real images, videos and metaphors
-Boost memorisation
By using images, you help people to understand and remember your message.
Examples:
- Yesterday, when I went back home, I saw a bird landing on a tree (put a picture of a bird)...
- Luxembourg is building bridges
-People read faster than you speak!
A Powerpoint presentation is used to facilitate the acquisition of your message. But what you say should be scripted and learned (and not visible on the Powerpoint presentation)
NON-VERBAL
- Clothes/Haircut/Makeup
Adapt it to the audience
- Tensions (Face, hands)
Tensions reveal hidden messages: keep your face and hands relaxed at all times.
- Confidence
Start and finish are very important.
Examples:
- President Jinping Xi speech at UN
- Jack Ma, motivating speech with impactful body language;
- JFK vs Nixon during the first ever televised debate in 1960: Nixon refused the make-up and appeared very stressed. He was the favourite but lost the election.
President Jinping Xi at UN speech
Jack Ma's greatest motivational speech
John F. Kennedy had perfect makeup in the presidential debate 1960
Richard Nixon refused the makeup. Spectators saw him sweat and thought he was stressed.
EMOTIONS
- Share your experiences
Example: when I was working in China, I thought that ...
- Talk about your audience
180 degree rule.
Example: I understand that some of you might be worried by the upcoming wave of new regulations,...
- Connect with your audience & manage your stress
Prepare yourself from the first second: your performance starts when you enter the room (Not when start to speak)
CASE STUDY: managing risks
Michael Bay lost control when his text failed to appear properly on the screen.
Michael Bay left the stage after 1 minute
GOLDEN RULES: 3“S“
#1
#2
#3
Start well / End well
ex. Steve Jobs Stanford speech
Speak slowly
ex. Nelson Mandela Speech: That Changed The World
Stayed Focused on message delivery
Use Narration, explanation, persuasion, revelation
Example "Revelation": I have something really exciting to show you today!
Example "Explanation": President John F. Kennedy's Inaugural Address
Keep it simple & positive.
《
》
DOs & DON'Ts
#1
Speak slowly & Use Silence
#1
Speak too fast or display stress
#2
Structured ideas with a wrap-up
#2
Show negative body language
#3
Simple message with images and metaphors
#3
Use confused & long speeches
STRUCTURING YOUR PITCH
1. Introduction and explanation
Short catchy introduction to introduce what you will present
2. One Message with 3 ideas maximum
3. Wrap-up
Remind audience what you presented (main message and 3 ideas)
KPIs
#1: Record your speech during
rehearsal and live performances
#2: Ask people what is your message after your speech
At least 75% of your audience should be able to repeat your main message
#3: Timing
Train to deliver for a specific duration (For example: 30 minutes.) But in many cases, you will be asked to go faster (20 mns) or longer (40 mns)
Case study#1
Speech about Chinese Civilization from China to Roma in the International Exhibition Opening Ceremony (5 mins speech)
Message with 3 ideas maximum
2000 years of exchanges
Past: common heritage
Now and future
Why we sponsor
Exit
Repeat main message and 3 ideas.
TIPS
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If your hands move too much, take a piece of hard paper with the logo of Bank of China on the back, and write your message and ideas on the other side. (ex. Nelson Mandela)
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Start with smile and finish with a 5 seconds smile
Nelson Mandela takes a piece of paper at UN speech
Case study#2:interview to be accepted in a school
before
analysis
after
"Why should you accept me to study history in your university...history can teach us a really good lessons, like immigrate crisis ..that's the reason why I decided to study history...Besides, I am really good at history study because I had a good grade... That's why I want to study history in your university"
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No structure
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Misleading audience by using long words to describe something they don't know
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180 degree --> 2/3 of the speech was not related to what the jury wants to hear
Main message: "I would like to study history in your university and create a Win-win partnership.
Here are 3 reasons:
1. my motivation and experience
2. the prestige of your university
3. How both can create value for each other
Case study#3: briefing about the IT Team
before
analysis
after
"I would like to talk about some difficulty of our IT work. People complain about our system, they say it is really stupid and takes a lot of time to deliver anything. We receive many requests, but we have too many of them. And we are lacking of employees."
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Negative content
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No real structure
"The IT team is aware that you want us to improve our performance. Today, I would like to share 3 important informations with you:
1. Based on the resources we have now, it takes time to finish the big amount of requests.
2. The main system is in Beijing which takes time
3. We are doing our best to satisfy you and will try to accelerate the processes"
1 MORE THING
"Public speaking is mostly about hard work!“
1. Script
2. Learn
3. Rehearse
4. Again
5. Deliver!
King's Speech - Exercise
