My field of academic study at university was communication. I was fascinated by interpersonal and intercultural aspects at work when people communicated with one another. I found body language fascinating as well as the use of one’s voice like a musical instrument to create mood and provide emphasis and the importance of silence through pauses. I was also fascinated by communication through electronic media like radio, television and film and later in through the Internet and smart personal devices. But a lot of my effort was put into understanding the business presentation, an essential element for successful people to master.
I had many great teachers along the way. But they all subscribed to a slightly misguided concept that there are three distinct types of speeches: to inform, to persuade and to entertain. By separating these three purposes we miss a very important fact: all speeches should do all three. Granted, some will put more emphasis on one or the other of these three aspects. But to leave any one of them out is to do a great disservice to your objectives.
Probably the easiest concept to grasp is that every speech imparts some information. It may be a hardcore lecture or a funny and satirical after-dinner speech. But some information will be conveyed to the audience.
Now let us look at the entertainment aspect. Not every speech is designed to having you laughing to the point of tears. But if the presentation is interesting, I would suggest that defines its entertainment value. Sure, we have all sat through a speech as dry as dust. OK, no entertainment value there, and the speech suffered because of it. Anecdotes, clever word usage and many other techniques offer the opportunity to make a speech entertaining regardless of how serious the content.
And what about persuasion? Admittedly, not every speech is a sales presentation or political appeal. But I feel strongly that every speech should end with a call to action. Tell your audience what you would like them to do with the information you have provided and how the entertainment value of the presentation can give meaning to it.
So, I urge everyone who I coach about presentations to make sure the three basic elements of inform, persuade and entertain are in every presentation.
- Herb