Val Andrew provides a long-read on how you can master the ‘dark art’ of presenting information, including how to present confidently both in written and verbal form
Every year we waste valuable hours either listening to, or reading, boring presentations. In this article I’d like to focus on the ‘dark art’ of presenting information, either verbally or in writing, in a way that grabs the attention, addresses the issues, and reduces time-wasting.
Presenting verbally
Standing up in front of people to speak is either something that comes naturally to you, or which you hate with every sinew of your being. I know, from personal experience, how hard it is to do this – during my early years working for ASCL I was teamed with a very eloquent and entertaining orator which was daunting and fed my insecurities – but I learned bucket-loads from him.
Think back to the last really good presentation you experienced and unpick the qualities that made it memorable. Why was it so good? What was the key message? How was the presentation structured? What visual aids were used? What did the speaker do to grab and retain your attention?
As you reflect on these questions you will inevitably recall the absolute worst presentation you experienced too!
The answers to the questions above form the basic principles of delivering a good verbal presentation, and your memories of the worst ever presentation will ensure that you avoid the pitfalls. Here are some of the things I’ve learned over the years.
Consider the 3 Ws:
Why are you giving this presentation? Are you providing information, selling a new idea, or defending a position?
What is the key message you want to get across? If you’re submitting a proposal for a project consider using an analytical approach e.g. a cost/benefit analysis, or an options appraisal technique. If you are providing information, you could do worse than structure it around the concept adopted by Donald Rumsfeld in his famous “known knowns” speech back in 2002.
Who is your audience? It’s vital to understand the dynamic of your audience. Know who they are, what they are likely to know – and not know – and what you want them to know; then tailor your presentation accordingly.
Consider the use of visual aids carefully – try and avoid death by PowerPoint or providing visual Valium at all costs. If you do use slides then structure the content carefully; avoid too many words, try and use pictures or graphics, stick to a few ‘killer facts’ – the stuff the audience probably won’t know – and be mindful of the time you’ve been allotted. Try and tell a story – construct a beginning, a middle and an ending. Set out what you are going to tell them (introduction), tell them the story (the main event), then summarise what you want them to take away (the end bit).
Don’t try to be funny if it doesn’t come naturally to you. Speak slowly and deliberately. We all speak quickly in our normal conversations but, when you are presenting, you need to slow down the pace – it may feel a bit awkward, but it works.
Think about the characteristics of effective communication (an integral element in the BPN DSBM L4 programme) – keep it simple, stick to the point, pause to confirm understanding, retain eye contact as much as possible and, if you have a limited time slot, make sure you don’t overrun. Also make sure you commit time to preparing, planning and practice. If you are attending an interview, and are required to give a timed presentation, then practice, practice and practice again. Test your technology (if possible) to make sure it works.
There is a ton of information available about public speaking – some of it useful and some not – for example, overcoming your nervousness by imagining the audience are naked just never worked for me! I’d encourage being yourself and not fretting if you feel nervous. Adrenaline is useful; a very experienced presenter once told me that he always felt nervous before a presentation, and the day he didn’t feel that way, he’d be concerned!
Presenting through report writing
For SBMs and SBLs, reporting in writing is an integral part of their role, but there is nothing more frustrating than wading through a poorly drafted document that raises more questions than it answers. Writing a focused, well-researched and well-presented report is an elusive art but can have far-reaching consequences in terms of raising your profile and saving time – both are key priorities for today’s practitioners.
There is no ideal report, nor a ‘one-size fits all’ model, but there are some key requirements involved in compiling a high quality, focused report – and there are similarities here the advice in the previous section.
Consider the 3 Ws – see above.
Define the purpose clearly – why are you writing this report?
Structure the report in a logical sequence – e.g., an executive summary, the facts (which might include data analysis, resourcing and costings, options, impact evaluation, etc.) and, finally, a conclusion.
Summarise with a recommendation – be clear what you are expecting of the reader(s) in response. If you need a decision then state this with clarity, ensuring that your summary remains objective and doesn’t include any personal bias or emotion.
Use appendices to provide supporting data.
Be mindful when using acronyms – and of the capacity of your audience to interpret complex data.
Anticipate potential questions and incorporate relevant information within the report.
Test and validate the finished article – ask someone to proof read (unless the nature of the report is highly sensitive!)
Presenting yourself – job applications
I’ve had the privilege to be involved in many recruitment processes for SBMs and SBLs and, therefore, have had the opportunity to read, assess and interpret lots of applications. Writing an application is a key skill and another way of presenting information, but this time about yourself – something that makes us feel uncomfortable. The hints and tips already provided above are equally pertinent in this context, but there are some additional tips to proffer.
I’d urge anyone writing a job application to first of all put aside time to commit to this – something in short supply, but essential. The key objective of writing your application is to stand out sufficiently to be shortlisted and invited for interview. In order to achieve this:
Do your research about the school/trust and the role – if there is time and opportunity ask for a visit prior to submitting your application. A visit can reinforce the attractiveness of the role, the school/trust and whether or not you feel you would be a good ‘match’ in terms of their organisational culture.
Study the information provided in the application pack carefully – including the instructions for submitting your application and the documents required. Most schools/trusts want application forms and not CVs – if the pack states no CVs then don’t send one. If there is no such prohibitive requirement, then submitting a CV alongside the application remains an option and an opportunity to provide supporting information. I’d urge against writing ‘See CV’ on sections of the application form, in favour of a comment either on the form or within the covering letter along the lines of ‘I have taken the liberty of attaching a copy of my CV to support the information provided on my application form’.
Use the job description/person specification to tailor your application form – showcase your skills and how they align with the essential requirements of the role. Person specs often list the essential and desirable qualities sought, so addressing these as succinctly as you can will increase your chances of being shortlisted.
There’s usually a section on the application form for you to explain why you feel you are suitable for the role. This is an opportunity to provide context. Why do you want this role? How is your experience to date relevant and transferrable? Use the person specification to link to your own experiences, skills, and competencies. Be succinct and observe limitations on quantity in this section. Try and use positive language and link your experience to the vision and values of the school/trust. Talk about the impact of any projects/initiatives that you’ve been involved with or delivered.
Covering letter – sometimes not required but I’d always send one unless the ad clearly says not to. It provides an opportunity to explain the reason/rationale for your application. Address it to the head of the organisation – even if the applications are being collated by the PA. Keep it to one side of A4 and finish off with something like “I’d welcome the opportunity to discuss my application in more detail at interview”.
Finally – social media! Your profile is as likely to be reviewed alongside your application so be sure that the information is accurate, up-to-date and contains no content likely to negatively impact on your chances of being considered.
I hope this information proves useful and encourages you all to present with confidence in 2022.
The next cohort of DSBM Level 4 with Best Practice Network will begin in March, applications for this group are welcome now. The deadline is 31st January 2022. To apply go to https://www.bestpracticenet.co.uk/dsbm-l4
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