Newsletter of the Society for Technical Communication, San Francisco Chapter
December 2005/January 2006
| Newsletter of the Society for Technical Communication, San Francisco Chapter December 2005/January 2006 |
Many technical communicators pride themselves on their communication skills. They've mastered the tools and techniques of their profession; they easily learn new things and can tailor written materials to the appropriate audience. But ask us to communicate live and in public -- to interview an important person, present at a meeting, or give a full-blown speech -- and some of us morph into a quivering tower of Jello.
This October, Marianne Fleischer visited the San Francisco chapter of STC offering help. Fleischer is a speech coach, writes white papers on technical subjects, and has been an independent writer/producer with a specialty in speech writing for the past 15 years. Fleischer readily acknowledges that the prospect of speaking in public can be daunting. "With public speaking, a lot is on the line," she said, "our credibility, even our careers."
But while speaking in public can be frightening, she stresses, the cost of not doing so can be great. We are not judged just by our writing, she said, but by our ability to move hearts and minds while on our feet. No communicator should overlook this important aspect of his or her career.
Fleischer laid a foundation by reminding communicators that they have nothing to be shy about. As communicators, she said, "We are the translators, the storytellers, the bridge, the customer advocates. You are the strategists and the voice of the company. You do a service that saves them time and money."
Fleischer recalled an old Japanese proverb, "If you work for them, they work for you." No matter where you are on the organization chart, she said, you are partners in the enterprise. By speaking up, you can reframe people's perception of yourself and your profession. "You need to be clear with people about the importance of what you do." Speaking up has many benefits. These can range from securing the support and conditions you need to do your job, to opening up the possibility of growing your own dream project within a company. (Fleisher launched a career in video production in just this way when she learned of a company project that needed to be promoted.)
Fleischer addressed three areas in which technical communicators are often called on to perform as speakers:
Each of these presents it own particular challenges and opportunities.
Fleischer acknowledged that sometimes SMEs can be hard to work with. They can also be arrogant, elusive, and hard to get a hold of. One key to working with SMEs is earning their respect. You do this by doing your homework and by managing expectations. You should find out as much about the subject as you can before the interview. Fleisher advises that you quickly let them know what you already know, and what you need explained: "I understand XYZ, but I don't understand ABC."
It is also important to manage expectations, she said. You should talk to them as partners in producing the end product: "I trust you to do the technology, you trust me to pick the media, format, the language and so on." Let them know what you need from them, and if necessary, issue your own time-line.
As a rule, SMEs are very busy and you don't want to waste their time. Do everything you can to get your facts straight the first time: use audiotape, or take shorthand.
Technical communicators must often attend meetings and work with teams. Fleisher recommends you volunteer to chair meetings. When you chair, you control the agenda, she said. As chair, you can develop a reputation as a person who can push for closure and as a consensus maker who can get things done. A good way to get agreement is to ask people if they can live with a particular draft. When people outrank you, ask what they would do in your position.
Giving a full-blown speech is the situation people most dread, but it also offers the biggest rewards. "Speaking is a chance to really connect to people," she said. When faced with stage fright, Fleischer suggests that you remind yourself that "Public speaking is not about you." Instead, "public speaking is about giving people news they can use, and taking them on a journey away from their lives for a moment. This is all people want from a speech," she said.
As when writing for print, you must analyze your audience, Fleischer said. Ask yourself "why this audience would want to hear from you with your background on this subject on this night."
Fleischer recommends that speeches be organized around one big idea that is clearly expressed -- for example: buy off on this new release, support this approach, or whatever it may be.
There are some subtle differences between writing and public speaking. Because people can't go back to reread your speech, Fleischer said that speeches must by more vivid and direct. Use speaker's techniques -- evocative language, personal stories, shifts in tone and volume and mood -- to wake up the audience and draw them in.
It is also important to be straight with the audience, to communicate conviction. The audience wants to know that you are being candid with them and that you believe what you say. Fleisher said, "Audiences will forgive a lot, nervousness, pauses, and so on, but they won't forgive lack of conviction. It is not enough to just talk. If you don't care, they won't care."
Patrick Lufkin is the current Secretary and former President of the San Francisco STC.
Copyright © 2005 by the Society for Technical Communication, San Francisco Chapter (www.stc-sf.org). This article may be reprinted in another STC publication under the provisions of the chapter's copyright policy.