It’s time to decide which one your conference really is.
Is there a difference between information and education? Education and learning? Aquick reviewof thedefinitions for each with-
in the context ofmeetings helps provide clarity. Information is knowledge communicated or
received about a particular fact or circumstance. Communicating information typically takes the form of “show-and-tell” lectures wherein attendee learningis minimal. Education is an activity designed to bring
about changes in the knowledge, skills, and atti- tudes of individuals or communities. Learning is an active process that takes
place in the workingmemory. The learner abstracts meaning from attended words and visuals, and integrates them with existing knowledge in long- term memory. Your conference probably provides a blend of
all three of these, but I bet the bulk of what you offer is information. Moving forward, confer- ences that provide the greatest learning will be val- ued more highly by paying participants.
Traditional Conferences Many meetingand conference professionals secure conference speakers and charge them with trans- mittinginformation and prescribed content.Most of the speakers lecture and try to control the way attendees receive information. Then associations test to see if the attendees received the information in order to qualify for continuingeducation units. The problem with this scenario is that control-
lingcontent andtransmitting information does not equal attendee learning. Conferences need to shift from beingcontent transmitters and information dumpers to becoming facilitators of attendee learning. They should think and design with the goal of involving each conference participant to cre- ate a custom learning experience. Here are four ways to make that shift:
ownlearning. Replace the attitude that the confer- ence attendee is dependent on the conference organizer and speakers in order to learn. The locus of control rests with the learner, not the pre- senter. Experient’s e4 2010 conference provided Exchange Cafés where participants discussed issues presented in keynotes or TED-style talks.The presenters acted as facilitators of learninginstead of transmitters of information. 2.Adultsarrive attheconferencewith a great
deal of experience.Traditionally conference organ- izers think that attendees enter the room with lit- tle experience that can be used in the learning process. Presenters need to recognize each partic- ipant’s valuable resources and involve them through facilitation. This past June, the PCMA Education Conference enhanced learner outcomes by recruiting presenters with strong facilitation skills. Learningimproved as participants shared their stories and past experiences. 3. Adults are problem-centric, not content-
driven. Adults are motivated to learn after they experience a need in their life or work. They want solutions. They want to learn how others are working through similar experiences.For those rea- sons, conference learning needs to be problem- focused, giving participants the ability to discuss and consider multiple solutions—and to apply what they learned back at the office. 4. Informal learning trumps formal learning.
We’ve all heardthe phrase thatmore learningtakes place in the hallways than in the session rooms. Find ways to capture that informal learningand move it into the education session. Next month, PCMA’s 2011 Convening Leaders Learning Lounge will offer a blend of informal and formal learningopportunities. This unique learningexpe- rience will be self-directed and customized by each participant.
ON_THE_WEB: Download a PDF copy of the Principles of Adult Learning from the University of Wisconsin at http://bit.ly/9mcngs.
56 pcma convene December 2010 ILLUSTRATION BY BRAD YEO
The Participant as Learner Designing a confer- ence that includes informal and interac- tive learning options will result in improved outcomes. Look for presenters with strong facilitation skills that can guide learning experiences around specific issues and content. Use the lens of the learner to plan the logistics and shape participants’ experience.
Dave Lutz, CMP, is managing director of Velvet Chainsaw Consulting,www .velvetchainsaw.com, a business-improvement consultantcy specializing in the meetingsand events industry. Hiscom- pany assists organizations in realizing top- and bottom-line growth by delivering customer- focused solutions in business development, best practice and process improvement, strategic planning, and training.