what if someone else will deliver my presentation?
Through virtual and in-person workshops around the globe, we have taught tens of thousands of people how to communicate effectively with data. This series captures some of the noteworthy questions we hear during those sessions—and our answers.
Your workshop stresses the importance of understanding the target audience and thinking critically about the context of every communication we create. In my role, I develop presentations on behalf of team members, who then convey the information to others. How can I be sure I’m framing the message properly when I’m not the person delivering it?
Tailoring your message to a specific audience helps frame your communications to best resonate and inspire action. That’s why it’s important to think critically about your key points upfront—using a tool like the Big Idea worksheet in your planning process—to narrow in on a concise and compelling statement that will elicit a response.
But what if you don’t know your audience? When you're creating presentations on behalf of another team at your company—say, for sales to use when they talk to potential customers—your materials should be designed to appeal to those sales prospects rather than your internal colleagues. It's important to gain insight into the wants, needs, and preferences of the people you're ultimately trying to reach. There are a few ways to accomplish this.
Gain knowledge directly. If you have access to the intended audience and it makes sense to talk with them, then reach out to get more details.
Consult for context. If you cannot obtain first-hand knowledge, speak with someone who knows the intended target—or a similar group—to better understand their disposition.
Collect additional data. Consider other sources of information to gain insight. For example, if your communication is ultimately for prospective customers, market research could help you craft your narrative.
When it comes time to pass over your content to the person who will communicate it, you’ll want them well-prepared to deliver the material effectively. You can take a few steps to set them up for success.
Ask to join. In some cases, it may make sense for you to do the delivery, particularly if the presenter cannot confidently cover the specifics. If that is not an option, then perhaps you can be invited to listen in and provide support if any questions arise.
Do a proper handover. If it is not feasible to be in the meeting, make sure you do a thorough walk-through with the presenter. This will ensure they are comfortable with the material and understand how you intend it to be relayed. Consider co-creating content with your colleagues to further familiarize them with the details.
Provide speaker notes. Give additional context to those that will deliver the message. Most presentation software allows you to outline key talking points within slide notes.
Handing over information for someone else to present can be challenging, but it can be successful with thoughtful collaboration and a shared focus on the ultimate audience. To make the development and design process go smoother, create an outline of your content before diving into creating your materials. In this related community exercise, you can leverage an effective, low-tech approach: storyboard your project.
