At a glance
Few people relish the idea of getting up to speak in front of a crowd. However, public speaking is a skill that anyone can master.
Leadership communication expert Shane Hatton says most fears about public speaking stem from three main concerns – a lack of confidence, a lack of clarity (or difficulty articulating ideas) and fear of losing credibility.
Addressing the first two will help cancel out the third, Hatton says.
“If lack of confidence is the problem, the answer is practice. For lack of clarity, it is process – so you need to find a good system or framework that you can use to give you structure to your thinking.”
Think 'intent before content’
Most people start by pulling together all available information when composing a speech or presentation. As a result, they try to cram too much in. Hatton suggests a different strategy, which he describes as “intent before content”.
“In all your presentations, what matters most is that you are clear on what you want people to think, feel, know or do by the end, and use that as your basis to add content,” he says.
Emma Bannister, the founder and CEO of Presentation Studio, advocates a similar audience-first approach.
“The key to being a great speaker is to bring value to your audience,” she says.
“That means understanding who is in the room and why they are there. How can you provide value to them? Deliver a presentation that ignites their curiosity, offering insights they will not find online or in a shared document.”
Be a ruthless editor and cut anything that doesn’t add value.
“Every element in your presentation should serve a purpose towards the end goal,” Bannister says. “If not, remove it. Keep it concise.”
Balance facts and storytelling
The most effective presentations incorporate a mix of hard facts and storytelling.
Hatton says accounting and finance professionals tend to focus too much on numbers.
“They forget that people at their core are storytellers and miss the creative elements – the stories and metaphors – they can inject into their speaking.”
Conversely, a presentation that relies too heavily on story and humour can lack the credibility that facts and figures provide.
“To keep an audience engaged, you have to keep dancing between the abstract and the concrete, the creative and the credible,” Hatton says.
A change of pace can also help retain the audience’s attention.
“Find a comfortable balance between fast and slow, and use this to shake things up and keep your audience engaged,” Bannister says.
“By avoiding a constant rhythm, you recapture their attention at essential moments.”
Don’t be afraid to leverage silence, she adds.
“Pauses can be potent tools in a presentation. They allow crucial information to sink in, build anticipation and provide breaks between critical points. Take a moment – count to five or take a sip of water. Let it sink in.”
Make effective use of visual aids
Visual cues help the audience process information and embed memories. For an accountant, using a data visualisation can help to tell the story within the numbers.
However, Hatton warns that a visual aid should only be included if it enhances the audience’s experience rather than serving as a safety net for the speaker.
Inexperienced speakers often create presentations with text-filled slides, which they use as cue cards.
“Reading out dot points does not serve the audience – it serves the presenter. However, if I present my ideas accompanied by an image on the screen, the image reinforces the message I’m trying to communicate,” he says.
Bannister recommends putting simplified text on slides and using compelling images that complement the narrative. She also suggests animating complex diagrams or explanations to gradually reveal content to control the flow of information and using generative artificial intelligence (AI) tools to create tailored images and graphics.
“The brain’s capacity to process words is relatively limited compared to its ability to process visual images. Abstract words can be challenging to retain, while concrete visuals are easier to remember,” she says.
“Our brains naturally gravitate towards visuals tied to emotions, reinforcing memory retention. We can leave a lasting impression on viewers by using images as anchors.”
Overcome screen fatigue
The principles of in-person public speaking also apply to virtual presentations, but some tweaking may be required.
For a virtual meeting, Bannister says, “You must put in double the effort to overcome the logistical challenges of screen fatigue.”
First, double-check that software is up-to-date and that the internet bandwidth is sufficient.
“Slow internet speed can be a significant setback,” Bannister says. “Ensure you have a backup mobile hotspot and, whenever possible, film sections of demos or recordings that will not strain your internet connection.”
Once the meeting is under way, invite people to switch on cameras and establish eye contact by looking at the camera rather than the screen.
Keep the presentation as concise as possible before inviting questions and feedback via a raised hand or the chat.
Bannister recommends recruiting a colleague to help. “It is advisable to have someone to assist you in responding to incoming chats or addressing questions raised by the attendees, as it is not feasible to manage both tasks simultaneously,” she says.
Use constructive self-awareness
If anxiety is still an issue, Hatton offers a final piece of advice.
“Become aware of your internal thoughts and the stories you tell yourself about public speaking and challenge them with the question, not is this true, but is this helpful?” he says.
While a presentation might go badly, envisioning a disaster leading up to the event is not constructive.
“Challenge these unhelpful thoughts and reframe them in a more positive way,” Hatton says.
