You need to tell the audience, in advance, and in brief summary, what you are about to tell them! It seems a slightly odd thing to do, but people listen better, and retain more, when they have a broad view of the direction you intend to take them.

In practical terms, you are creating an awareness of what is intended, and this awareness allows active co-operation. You will find that any audience reacts badly to a speaker who sets off without giving an overview.

As the bulk of this series of articles is concerned with how to deliver your talk, I am not going to say much more here other than this: be natural - talk to your audience as if they were your best friends. Of course, you will be using all sorts of presentation skills and techniques, but the point I am making is that the audience should feel that you are addressing each one of them as an individual. Be sure to make eye contact, and see to it that those at the back and the sides get their fair share of your attention.

The very best public speakers look as though they are behaving completely naturally - that is their consummate skill. They have learned how to make technique invisible, leaving only the personality and the message to shine through.

The end

Perhaps the most important lesson here is to make certain that you finish within your allocated time. You will have practised your speech, but bear in mind that it always takes longer to deliver for real than it does in front of the bedroom mirror. It is plain bad manners, and very unprofessional, to run over your time.

If there is no clock at the back of the hall, then take your watch off and place it where you can easily see it - on the lectern or table. Make sure that you are not seen to be checking it. Surreptitiously looking at your wristwatch is not the thing to do. You need to appear to be timing your speech as though you are using an internal body clock.

The imminent closing of your speech needs to be signalled to the audience. This gives them a chance to ease down their attention a little, and perhaps, if you intend to allow time for questions, gives them an opportunity to think of something appropriate.

The ending can take several forms. A popular one is to summarise the main points you have made. Another is to tell a little story. This needs to be appropriate and relevant, and if humour is appropriate, this is a good time to use it.

One technique that I use is to end a presentation with some thoughts for the future. This is when you can re-emphasise the points that your client has asked you to be sure to make. By doing a thorough job of getting the agreed aims and objectives across to the audience, you can dramatically increase the likelihood of future repeat work from that particular client.

Beware of falling into the trap of making the ending too long. I have lost count of the number of speakers I have heard who say something like, ‘ . . and in conclusion . .’, only to drivel on for another five or ten minutes.

When you get to the end - stop!

Do not be tempted to use the ending to get over a point you missed, or to say something unrehearsed. Simply thank the audience and the person chairing the event step back, and wait for the applause.

In Article Three I will be describing effective use of visual aids.

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