What is the relative importance of presentation and interview content -- the words spoken -- versus the way the information is presented -- such as tone of voice and nonverbal cues? A well-established study, conducted by a researcher at the University of California Los Angeles, revealed that the audience soaks up a lot of information to interpret meaning. They absorb data from verbal cues (volume, pitch, and pace) and nonverbal cues (body language, appearance, and personal space) to determine what the message really means.
This article closely examines this notion, separating fact from fiction.
The Mehrabian Study: Context Matters
The often-cited Albert Mehrabian study underscores the importance of alignment between words, verbal cues and nonverbal cues. However, this study predominantly examined situations where body language contradicted spoken words and focused on interpersonal communications involving two or three people. This means that efforts to extrapolate the findings to presentation settings or news interviews should be taken with a grain of salt.
It is vital to understand that Mehrabian did not claim that messages are relatively unimportant.
In essence, Mehrabian's research highlights that a positive message loses its impact if it clashes with negative tones or body language. Does this finding apply to presentations and media interviews? Absolutely, if we are emphasizing the need for a consistent message aligned with mannerisms. However, it is incorrect to conclude that Mehrabian's study renders the message itself unimportant.
For instance, I've trained people who lose all sense of positivity when they really focus on something. This can be self-destructive, when they focus intensely on a media interview and fail to exude positivity.
Guidelines for Effective Delivery
DPK Public Relations strongly believes that the way we appear and the way we speak are crucial aspects of effective communication. To enhance your media interviews and presentations, consider the following factors:
- Make Steady Eye Contact. Face the audience and maintain eye contact, accompanied by a genuine smile to exude energy and amplify your message. Avoid turning away to read notes, focus excessively on PowerPoint slides, or engage in distracting activities like writing on a flipchart.
- Decide If It's Positive or Serious. If you want to have the greatest positive impact as a spokesperson, don't leave anything to chance. Most communications are positive, which means you should smile big. Sometimes, we are called upon to speak about serious topics, which requires a neutral facial expression.
- Use Appropriate Hand Gestures. Employ meaningful hand gestures to convey emphasis and passion in your message. Refrain from pointing directly at the audience, as this can be perceived as aggressive. Instead, nod or use open hand gestures. Avoid covering your mouth, as it obstructs your message, and eliminate any jingling items in your pockets before presenting.
- Shoulders Back, Chin Up. Maintain an upright posture to optimize voice control and project confidence. Standing up straight not only enhances your vocal power but also makes you appear more authoritative and self-assured.
- Control Movement. Utilize your nervous energy to by making purposeful movements.
Engage with your audience through meaningful eye contact and purposeful gestures, steering clear of distracting actions like pacing or rocking.
Message and delivery are inextricably linked. While it is true that the way you present your information plays a significant role in conveying your message, it is essential to recognize that the message itself remains a critical component. By aligning your words, tone, and nonverbal cues, you can create presentations and interviews that leave a lasting impact on your audience. Remember, it's not about the message OR the delivery; it's about the message AND the delivery.
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