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Content Do you know what you are talking


about? It is a lot easier to talk about something you know about than a topic someone has assigned to you. Before you put yourself in a position to pres- ent a topic, be sure you have your facts straight. Some passion about the topic helps as well. Illustrations, statistics and even visual aids can help get your mes- sage across.


Topic Think about the client who asked


what is involved in a dog spay. The vet- erinarian was happy to explain how the anesthetic is injected in the cephalic vein on the front leg, how the endotracheal tube placed, how the vet hooks the dog up to the isoflurane gas while the tech clips the hair away and sterilizes the area with Betadine soap, and on and on! The client did not want all the details! Expand or narrow your topic accordingly.


Audience and occasion Think about who you are speaking


to. Find out what you can about the age, background, interests, and education or knowledge of your listeners (clients, staff or conference attendees). Are they likely to perceive you as one of them or as an outside expert? Is the group homoge- neous or mixed? If you are a conference speaker, find


out about the acoustics and lighting, and whether a podium and microphone are available. Be sure to check on the LDC pro- jector, proper adapters and electrical cords. How you describe something to a col-


league will be quite different from the description you use with your client. Whereas your colleagues will understand the radiographs showing the barium moving through the intestinal tract, your client may only need to know that his or her puppy is suffering from a diges- tive disorder.


Language The words you choose will be different for different audiences. Regardless of the


Trends magazine, November 2012


audience, you want to be sure to explain, define or illustrate certain terms. Be sure the language is not above or below your audience’s comprehension. Neither your colleagues nor your client wants to be talked down to, but neither do they want to hear a pompous description of some- thing they cannot understand. You need to pitch your presentation appropriately. If you have to tell your client that sur-


gery is his only option, this is the time for solemn language. On another occa- sion, jokes and witty language might be perfect. To keep your audience’s attention,


you will want to choose language that is vivid and colorful. That may take some thought, which is something you can do when you are preparing a formal presen- tation. In time, it may come naturally to you as you become more comfortable with presentation.


Organization Do not subscribe to that common


notice that you should always begin with a joke. Do remember to start by thanking whoever introduced you, and thank your audience for being there (that includes your colleagues and clients who trust you enough to come to you). Jane Shaw, who teaches in Pfizer’s


FRANK communication training for vet- erinarians, teaches a concept known as “chunk and check.” She means that you want to think about what you want to get across and share your advice or informa- tion in small chunks, followed by a pause to check and see if what you have said has been understood. Alternately, maybe you want to check your client’s body language to see if what you have said is frightening or surprising. When you are making a presenta-


tion without the opportunity to stop and check, you will want to assume reactions as you plan. Think about what is enough and what is too much for this group. Give your presentation some structure: an interesting introduction, a main point and a bang-up finale. Your introduction is an opportunity to


Be aware of the movements, gestures and facial expressions you use when you present ideas and information.


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