Speaking in Public? Use the OAM framework.
Speakers need to know the basic framework before they prepare a presentation or speech. Here the key elements of an effective presentation are discussed.
Imagine, you are at a periodical review session and your managers have summoned you to present your performance report. You source the finest data and figures, find a nice theme for your slides, arrange those figures in the PowerPoint slides, animate them. You close your presentation with the big thank you and sigh of relief. A sigh of relief, since that moment on the stage, had passed. I found those moments tormenting.
Moments used to be tormenting as it was always a challenge to plant the right words in the right places. In other words, I struggled with writing an impactful script or speech to go with my slides. It happened while preparing the product presentations for my clients.
Let’s admit, a well-prepared script has the power to put a soul into the narrative which otherwise goes dry because of estimates, data, technical terms, and needless information.
Remember the last occasion you seemed engaged throughout a presentation?
Let me share with you, my formula for crafting a manuscript to make sure that at least the basics were right. After struggling, I discovered a formula to make sure I build a framework to craft my manuscript. This framework helps me prepare everything from a keynote address to a presentation. For my convenience, I call it OAM.
What is OAM?
O stands for objective(aim). Every speech or presentation has a purpose or aim. It addresses the ‘Why’ of the presentation. What is the purpose of your presentation?
Do you want to enlighten the audience? That is informing the audience and creating awareness.
or
Do you want to persuade your audience to take action? I attended a session where the speaker wanted the audience to conserve water. He not only showed us the size of the problem and how it affects our life but gave us a solution to resolve the problem. He left us with a call for action by the end.
or
Do you want to motivate or inspire the audience? As motivational speakers do it. They use anecdotes, examples, references, etc to inspire the audience.
Or, you just want the audience to get entertained and go home smiling?
If the speaker knows the purpose of his presentation, the approach towards the preparation will change.
A refers to the audience. A deft speaker has great audience awareness. he knows what is their demography. What are their culture, sense, and sensibilities? This element addresses ‘Who’ in the equation. Some time back I was among the audience which was being addressed by an American speaker, thrice in his address he had to apologize for the jokes he cracked since he realized that Indians weren’t enjoying his jokes and so the intended humor didn't make an impact. The speaker should have tried to understand the sensibilities of the audience before choosing his one-liners and punches.
In official presentations, the presenter must focus on what the audience is looking for. If the audience is a customer, it is always better, for the presenter to focuses on his taste, likes, dislikes, and problem.
To develop this, the speaker should practice empathy and do a little homework before making a presentation to his target audience.
M in the equation is the message. This factor pertains to ‘What’ is it that you want your audience to know. The way the message is delivered determines how the audience will react to it. You will find accomplished speakers using storytelling as a mechanism to deliver the message. Stories release chemicals like dopamine and oxytocin that helps the audience connect emotionally with the messenger. The speaker should realize that the message should be delivered in a simple language, which can appeal emotionally by creating vivid imagery and should be able to transport the audience from the present state of mind to the desired state of mind. He should also ascertain using data and statistics from an authentic source, to lend credibility to the message. I remember my superior always used market stats and data, along with real-time case studies to persuade us to develop a strategy for future business generation.
The way to start using the OAM framework is to develop it on a paper, and answer the questions, like what is the objective(purpose) of this presentation? Who is going to be affected by this? how should I deliver it? what information will be relevant to my audience? A little bit of detailing will help you create an outline and appropriately structure the presentation.
We shall dig deeper into crafting and delivering an impactful presentation in future articles soon.
