The Perfect Panel

Tips

• Rehearse your answers to the panel questions. Actually say your answers out loud. If you can record yourself answering the questions, playing back your own answers can help you fine-tune your replies.
• Write down full answers to the questions, print them off in maybe a 14-point sans serif type (easier to read that way) and then highlight the critical points you want to make.

For the moderator: organization is the key.

Tips

• Having an outline of the panel (that includes all of the questions you will ask and what all the panelists may say) can be very helpful in making sure the conversation goes smoothly and that you hit on all the important points you want to make. It's best to also identify which panelist will answer each of your questions first. That way, the panelist can prepare his/her answers in advance.
• You might also create a handout that covers the highlights (or just use your outline) of your discussion. The audience will appreciate it (as it will help them take notes) and you can make sure that all of the contact information for the panelists (and for you) gets in the hands of the audience members.
• The best panels have really organized moderators. It's your job to make sure that everyone on the panel knows what he/she is going to say. You should try and even rehearse the panel once or twice if you can.
• Have several conference calls or meetings to run through the panel and rehearse what the panelists are going to say.

Impromptu Speaking

The best panels are those that seem spontaneous; those whose conversation grows organically. So how do you achieve that level of comfort and spontaneity?

Tips (For Both the Moderator and the Panelist)

• One of the keys to being a good “spontaneous speaker” is to also be a good listener. Practice your “active listening” skills. That means paying close attention to what others say and reacting to them. Don't sit back, arms crossed, and look bored. Be active. Be animated.
• Practice. Practice. Practice. The more panels you participate in, the better you will become with speaking off the cuff.
• Think through (and write down) various answers to the same question. It will get you thinking and you may even come up with better answers.
• Rehearse. Going through the panel several times before the actual day can make for a smoother final product.

General Presentation Skills

The speaking and presenting skills you employ on a panel are the same ones you would use in any presentation setting.

Tips (For Both the Moderator and the Panelist)

• Speak more slowly and loudly than you think you need to.
• Pay attention to the other panelists and the moderator. Don't daydream while others are speaking.
• Have the panel setup more like a “talk show” format (in other words, try to avoid being a panel where all the panelists sit behind a table). Sitting “out in the open” makes the panel more interesting and takes away the “panel-audience barrier” of a table.
• If you're going to use any PowerPoint slides, keep the number to a minimum. Slides can be an effective way to get your point across, but the panel shouldn't rely on slides nor should the slides detract from the panelists' conversation.
• Make sure you have tested all the electronic equipment (microphones, projectors, laptops, video, etc.) well before the panel starts. There's nothing worse than a panel being interrupted by “technical difficulties.” This is especially important if the panel is going to need to use the Internet. The Web is great ' but it is notoriously fickle in staying connected during presentations.

Handling Conflict

Panels where there is disagreement or divergent viewpoints are a lot more interesting than panels on which everyone agrees about everything. Just because a panelist may disagree with what someone says, that doesn't mean he or she is being disrespectful.

Tips

For the Panelist:

• Some of the phrases you can use to politely disagree with another panelist include, “While I appreciate that point of view, I have a completely different one,” or “You have a valid point ' but I think that the real issue is … ,” or “I'm going to play devil's advocate on this issue by saying … “

For the Moderator

• As you compile the questions, have a few questions that will elicit some varying viewpoints. Part of your job as the moderator is to make the panel lively and interesting.
• This is a good reason to rehearse the panel, if you can. That way, everyone knows what everyone else if going to say. No surprises.

The Q&A

Most effective panels include the opportunity for the audience to ask questions. If possible, it's best to have the questions asked at the end of the panel, rather than during, as audience questions sometimes can veer the conversation off into areas that aren't necessarily the focus/purpose of the panel.

Tips

• When answering a question from the audience, first recap the question (to make sure the other audience members hear it) and then look the person asking the questions straight in the eye and answer him/her.
• If you receive an odd/weird question (and it can happen), say something like, “That's a really interesting question, but I think the more important issue is ' ” and then fill in the topic you want to discuss.
• With odd questions, you can also be honest and say something like, “I'm not really sure how to answer that question. Let me give it some thought. I think it's important, however, to remember that … ” and then make a comment that you think is relevant.
• “Seed” the Q&A with one or two questions you want asked. This works especially well if you have the audience members write their questions down on index cards and then have them gathered up and given to the moderator. That way, you can add as many “seeded” questions as you want.

Don't Forget

Before you head out to go to your panel, make sure you take the following things with you:

• Your notes. Don't leave all your good work behind. Even if you think you know your answers cold, it's a good idea to have your notes on hand just in case. You can also add notes as the panel progresses, so you can make sure you provide as much useful information as possible.
• Business cards. Whether you're a panelist or the moderator, a panel can be (and should be) a business development opportunity. Hand out your business cards liberally ' and collect as many as you give out. It's also a good idea to write on the back of the collected business cards any follow-up you need to do (e.g., “Send copy of presentation.” “Touch base about potential BD opportunity,” etc.).
• Marketing materials. As mentioned in connection with making sure to take your business cards, it's a good idea to take a few marketing materials you have about your firm. You never know who's going to be in the audience and you don't want to miss out on a business development opportunity.

Mints. It's only natural to be a bit nervous participating on a panel. And when you're nervous, your mouth tends to get dry ' and that can sometimes cause bad breath. Mints solve two problems at once: They keep your mouth moist and keep your breath smelling fresh and clean.

John J. Buchanan, a member of this newsletter's Board of Editors, has more than 25 years of strategic branding, marketing, communications and business development experience, including 12 years working with law firms. He may be reached at 510-290-9432 or via e-mail at [email protected].

Whether you're going to moderate a panel, participate in one or help someone prepare to be on a panel, there are a number of simple tips that can help ensure the panel goes well, you get some benefit from participating, and the audience goes home happy.

The Prep

For a panelist: The most important skill to being a great panelist is to know the panel topic cold ' or at least make sure you have intelligent, well-thought-out answers to the questions that you want to answer.

Tips

• Rehearse your answers to the panel questions. Actually say your answers out loud. If you can record yourself answering the questions, playing back your own answers can help you fine-tune your replies.
• Write down full answers to the questions, print them off in maybe a 14-point sans serif type (easier to read that way) and then highlight the critical points you want to make.

For the moderator: organization is the key.

Tips

• Having an outline of the panel (that includes all of the questions you will ask and what all the panelists may say) can be very helpful in making sure the conversation goes smoothly and that you hit on all the important points you want to make. It's best to also identify which panelist will answer each of your questions first. That way, the panelist can prepare his/her answers in advance.
• You might also create a handout that covers the highlights (or just use your outline) of your discussion. The audience will appreciate it (as it will help them take notes) and you can make sure that all of the contact information for the panelists (and for you) gets in the hands of the audience members.
• The best panels have really organized moderators. It's your job to make sure that everyone on the panel knows what he/she is going to say. You should try and even rehearse the panel once or twice if you can.
• Have several conference calls or meetings to run through the panel and rehearse what the panelists are going to say.

Impromptu Speaking

The best panels are those that seem spontaneous; those whose conversation grows organically. So how do you achieve that level of comfort and spontaneity?

Tips (For Both the Moderator and the Panelist)

• One of the keys to being a good “spontaneous speaker” is to also be a good listener. Practice your “active listening” skills. That means paying close attention to what others say and reacting to them. Don't sit back, arms crossed, and look bored. Be active. Be animated.
• Practice. Practice. Practice. The more panels you participate in, the better you will become with speaking off the cuff.
• Think through (and write down) various answers to the same question. It will get you thinking and you may even come up with better answers.
• Rehearse. Going through the panel several times before the actual day can make for a smoother final product.

General Presentation Skills

The speaking and presenting skills you employ on a panel are the same ones you would use in any presentation setting.

Tips (For Both the Moderator and the Panelist)

• Speak more slowly and loudly than you think you need to.
• Pay attention to the other panelists and the moderator. Don't daydream while others are speaking.
• Have the panel setup more like a “talk show” format (in other words, try to avoid being a panel where all the panelists sit behind a table). Sitting “out in the open” makes the panel more interesting and takes away the “panel-audience barrier” of a table.
• If you're going to use any PowerPoint slides, keep the number to a minimum. Slides can be an effective way to get your point across, but the panel shouldn't rely on slides nor should the slides detract from the panelists' conversation.
• Make sure you have tested all the electronic equipment (microphones, projectors, laptops, video, etc.) well before the panel starts. There's nothing worse than a panel being interrupted by “technical difficulties.” This is especially important if the panel is going to need to use the Internet. The Web is great ' but it is notoriously fickle in staying connected during presentations.

Handling Conflict

Panels where there is disagreement or divergent viewpoints are a lot more interesting than panels on which everyone agrees about everything. Just because a panelist may disagree with what someone says, that doesn't mean he or she is being disrespectful.

Tips

For the Panelist:

• Some of the phrases you can use to politely disagree with another panelist include, “While I appreciate that point of view, I have a completely different one,” or “You have a valid point ' but I think that the real issue is … ,” or “I'm going to play devil's advocate on this issue by saying … “

For the Moderator

• As you compile the questions, have a few questions that will elicit some varying viewpoints. Part of your job as the moderator is to make the panel lively and interesting.
• This is a good reason to rehearse the panel, if you can. That way, everyone knows what everyone else if going to say. No surprises.

The Q&A

Most effective panels include the opportunity for the audience to ask questions. If possible, it's best to have the questions asked at the end of the panel, rather than during, as audience questions sometimes can veer the conversation off into areas that aren't necessarily the focus/purpose of the panel.

Tips

• When answering a question from the audience, first recap the question (to make sure the other audience members hear it) and then look the person asking the questions straight in the eye and answer him/her.
• If you receive an odd/weird question (and it can happen), say something like, “That's a really interesting question, but I think the more important issue is ' ” and then fill in the topic you want to discuss.
• With odd questions, you can also be honest and say something like, “I'm not really sure how to answer that question. Let me give it some thought. I think it's important, however, to remember that … ” and then make a comment that you think is relevant.
• “Seed” the Q&A with one or two questions you want asked. This works especially well if you have the audience members write their questions down on index cards and then have them gathered up and given to the moderator. That way, you can add as many “seeded” questions as you want.

Don't Forget

Before you head out to go to your panel, make sure you take the following things with you:

• Your notes. Don't leave all your good work behind. Even if you think you know your answers cold, it's a good idea to have your notes on hand just in case. You can also add notes as the panel progresses, so you can make sure you provide as much useful information as possible.
• Business cards. Whether you're a panelist or the moderator, a panel can be (and should be) a business development opportunity. Hand out your business cards liberally ' and collect as many as you give out. It's also a good idea to write on the back of the collected business cards any follow-up you need to do (e.g., “Send copy of presentation.” “Touch base about potential BD opportunity,” etc.).
• Marketing materials. As mentioned in connection with making sure to take your business cards, it's a good idea to take a few marketing materials you have about your firm. You never know who's going to be in the audience and you don't want to miss out on a business development opportunity.

Mints. It's only natural to be a bit nervous participating on a panel. And when you're nervous, your mouth tends to get dry ' and that can sometimes cause bad breath. Mints solve two problems at once: They keep your mouth moist and keep your breath smelling fresh and clean.

John J. Buchanan, a member of this newsletter's Board of Editors, has more than 25 years of strategic branding, marketing, communications and business development experience, including 12 years working with law firms. He may be reached at 510-290-9432 or via e-mail at [email protected].