by Claire Doole | May 27, 2018 | Blog, Moderating
After a busy month of moderating for the UN, European Commission and trade federations in Brussels and Geneva, plus running how to moderate workshops for public and private sector institutions, I wanted to share my top 6 tips for successful panel discussions.
The common theme is that while a professional moderator always adds some sparkle, it is difficult to wave a magic wand, if the event organisers have not thought editorially about the panellists and format.
Tip number 1
Select the right panellists for the topic. It sounds obvious, but too often panellists are chosen for political reasons rather than for what they bring to the discussion. Even the most seasoned moderators find it very hard to stimulate an engaging discussion with people who don’t have opposing views or different perspectives.
There is nothing worse than a panel where everybody says the same thing. In this case, as the moderator you have no option but to play devil’s advocate. I was once forced to do this during a discussion on refugees. Afterwards, a young student in the audience came up to me and accused me of not liking refugees. I told her that I used to be a spokesperson for the UN Refugee Agency but my role was not to like or dislike but to stimulate discussion.
Tip number 2
Involve the moderator in panel selection. Many moderators are former broadcast journalists, so they can advise on the range of opinions that are necessary for a stimulating discussion. They can also ensure that there is editorial coherence in the programme as the event unfolds. For me organising an event is like producing a radio/TV programme. It takes time, thought and strong editorial skills.
Tip number 3
Follow BBC best practice. As a producer, you never put anyone on air without checking that they were not only articulate but also had something new or interesting to say. You then wrote a brief for the presenter, who worked out the questions and flow of the discussion.
You were normally looking for those who held opposing views, for or against a subject, but on magazine programmes you often wanted a range of views. These could be demographically different (gender, age, ethnicity) geographically (local, national, regional, international) or involve different stakeholders (government, private sector, NGO, trade union, academic).
Tip number 4
Avoid the presentation style format. This is where each panellist has 10 to 15 minutes to present their perspective, ending with audience Question & Answer. This risks death by PowerPoint, and as people rarely time their presentations – a major mistake – they usually go over and leave little if no time for the audience to ask questions. As the moderator, it is much more difficult to stop someone mid-presentation, although I have done this in the interests of good time management and audience sanity!
If organisers/panellists insist then I suggest I ask them a series of prompt questions so that they can talk around their slides. It takes more work from the moderator and the panellists, but it is more dynamic as it is a conversation.
Tip number 5
Be wary of the opening remarks format. Here each panellist takes 5 minutes to introduce themselves and their perspectives on the topic before the moderator poses questions and the audience Question & Answer. Again, the panellists often talk over their allotted time, but even more problematic is that this can easily be too much information for the audience to remember.
This format works if it is agreed beforehand that the speakers are concise and their remarks pertinent to the subject. For example, if they set the scene for the discussion by introducing their project or programme. If they start to explain issues which are going to be addressed later in the panel discussion, this can become difficult for the moderator to follow up without repeating what has already been said.
Tip number 6
Opt for the Question and Answer Format. Here the moderator either opens with the same question for all panellists or rather like the conductor of an orchestra, brings in the panellists one by one at the right moment in the conversation. For this to work the organisers have to have selected the right panellist (see tip 1) otherwise the moderator spends a lot of time trying to join the editorial dots with a disparate group of people!
If you would like to learn how to moderate like a professional, then drop me a line for details of my in-house one-day workshops or one-on-one coaching sessions.
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by Claire Doole | Apr 17, 2018 | Blog
As a journalist, I knew immediately what sound bites I would use in my radio or television reports for the BBC. They were the couple of sentences that made for lively copy and were instantly memorable.
What I may not have grasped in my rush to hit my deadline was that the speaker or in some cases their communications teams had carefully crafted that sound bite with the express intent that I would use it. They knew that sound bites serve as a perfect delivery vehicle for their key messages.
Speakers, who want their messages to be memorable, ensure that they plant at least one sound bite in their media interviews and speeches to illustrate their central idea. They then use them again in their Tweets as 280 characters are the equivalent of around 50 words or 17 seconds of speech.
The art of rhetoric
Although we talk about today’s sound bite culture, it dates back thousands of years to the time of the ancient Greeks and Romans, who developed the art of rhetoric.
Some of the most powerful sound bites come from the rhetorical devices that they mastered.
Rule of three
When we make points in threes this gives the impression of finality. American presidents down the centuries have been using this technique in their speeches. Abraham Lincoln’s “Government of the people, by the people for the people” is one of the most memorable.
I was particularly struck by the power of this device when Beatrice Fihn, the head of the Nobel Peace Prize winning International Campaign to Abolish Nuclear Weapons sent this message to U.S. President Donald Trump and North Korean leader Kim Jong Un:
“Nuclear weapons are illegal. Threatening to use nuclear weapons is illegal. Having nuclear weapons, possessing nuclear weapons, developing nuclear weapons, is illegal, and they need to stop.”
Contrast
This highlights the senses, and forces the audience to pick sides. Think of George Bush’s remarks to Congress after the September 11th attacks in 2001.
“Every nation, in every region, now has a decision to make. Either you are with us, or you are with the terrorists.”
It is often used at the beginning of speeches as in Barack Obama’s inaugural in January 2009 when he told crowds “we have chosen hope over fear, unity of purpose over discord.”
Images, similes and metaphors
These allow the speaker to strike the message deep into the audience’s hearts. Some of history’s most famous speeches have focussed around a single image these such as Nelson Mandela’s “road to freedom” and Margaret Thatcher’s “the lady’s not for turning.”
It is a technique that is guaranteed to get media coverage. When
Beatrice Fihn spoke to the world’s media after winning the Nobel Peace Prize last year, her remarks that ” mankind’s destruction caused by nuclear war is just one impulsive tantrum away” made headlines around the world as the US and North Korea exchanged threats over the nation’s nuclear tests.
Great speakers make sure they use imagery, which is meaningful for their audience. Those involved in healthcare often see it in terms of war, using metaphors such as “fighting infection” or “combating malaria” or “doctors on the frontline”. Recently the head of the International Committee of the Red Cross operations in the Middle East, Robert Mardini, was much quoted when he said that Yemen “had been drip-fed for two years. It needs intensive care.”
Use with care
A note of caution though, the images must be fresh and not have become clichés. To quote George Orwell, “never use a metaphor, simile or other figure of speech which you are used to seeing in print.”
Similarly any speech or interview must be more than just a collection of sound bites. They must be substantive, containing something new and reinforcing your line of argument.
So, if you want to make sure the media quotes you and the public remember you, take time and craft a sound bite that captures the essence of your message. After all, if people can remember what you say, they’re more likely to think about what you said and then act upon it.
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by Claire Doole | Mar 10, 2018 | Blog, Featured
Emmanuel Macron told me he was a feminist, but what counted was that women considered him a feminist. His answer earned him a round of applause at the Women’s Forum for Economy and Society in December 2016, when he was a Presidential candidate.
Now that he is President, I was delighted to see that his team used his answer to my question in their video marking International Women’s Day.
His key points are:
• Calls for more women to stand as candidates in elections – at present only 15% are women.
• Only one woman is CEO among the top 40 companies listed on the French stock exchange.
• Only 10% in leadership positions in business.
• Criteria for job promotion should be not based solely on length of time in office.
Gender equality is one of the big ambitions of his Presidency. He has pledged to “name and shame” companies that pay women less than men for the same work. But the French media were quick to point out that he has not applied the same rigour to his political appointments.
The statistics reveal his shortcomings. Among his 12 cabinet members, only one is a woman. And of his 51 advisors, only 16 are women. This amounts to 30% – a marginal improvement on the 27% of his predecessor Francois Hollande.
President Macron still has some way to go to be seen as a feminist by the women of France.
by Claire Doole | Jan 14, 2018 | Blog, Moderating
Moderating a conference about the possible reclassification of a chemical compound as carcinogenic is no laughing matter. The revaluation of antimony, a substance found in many household and manufacturing products, would have severe repercussions for those involved in its trade and manufacture.
However, as you can see from the photos, we did raise a few laughs during the day. How? We made the conference as interactive as possible – quizzes, panel discussions, group brainstorming and feedback sessions. As a former TV and radio producer, I know that you have to keep on changing the pace and content of a programme to keep the audience engaged.
But our secret ingredient was to use a cartoonist to make everyone laugh. Floris Oudshoorn is a gem. A Dutch cartoonist, who is fluent in English, he recapped the main points with some of his very witty digital sketches.
Photos courtesy of ComicHouse
The trick was to know when to bring Floris into the discussion. I had seen cartoonists work as a speaker presents, but this is often distracting as our eyes are always drawn to the visual. I had also worked with a graphic facilitator, who showed her work at the end of the event.
This time though, Floris was an integral part of the day. He sat unobtrusively in the room, beavering away on his computer as the discussion unfolded. At certain pre-agreed moments, I would give him the floor to show us what he had been up to. His skill was not only to synthesise and visualise technical discussions but to make us chuckle.
A picture is worth a thousand words so I rarely had to ask him to explain his ideas. They were self-explanatory.
At the end of the day, he even drew a cartoon as we watched to see what emerged on the screen. Have a look at this short video I made of him at work.
Floris must have created at least 30 cartoons during the day – many of which the organisers of the conference – the International Antimony Association – posted on their website. I am sure they will reuse them at every opportunity.
So if you are organising a conference even on a serious technical subject, think out of the box or in this case onto the screen and see if including a cartoonist may make your event even more memorable.
by Claire Doole | Dec 10, 2017 | Blog
The audience is king in communications. Whether giving a presentation, talking to the media, or writing a document, who matters most is the viewer, listener or reader. What do you want them to do, feel or say as a result of your communications?
How strange this is too often forgotten when organising a conference.
I am sure you have attended conferences where death by PowerPoint was a real possibility or panel discussions where the moderator runs out of time for the Q and A session with the audience.
Have a read of this article by Guardian journalist, Duncan Green entitled “Conference rage: How did awful panel discussions become the default format?”
He says, “a badly run conference is not only a lost opportunity, but a waste of time. How can we improve them?”
He gives a lot of good ideas, but doesn’t mention how technology can really make a difference, putting the audience back in the driving seat.
Interactive web applications – the moderator’s friend.
This year, I have moderated or acted as Master of Ceremonies at a number of events organised by companies, trade federations and international organisations. Many of them used web applications, which asked the audience to give their view on the subject under discussion or as a way to take questions or comments during the Q and A.
Two of the most popular apps are wisembly.com and slido.com. They promise amazing conversations, using a collaborative platform to maximise interaction at events and meetings.
So how do they work?
The audience downloads the app on their tablet or IPhone, put in the event code and then can ask questions during the Q and A session or take part in “real time” polls. The results appear on a screen in the room.
Many people feel nervous asking a question, especially if not in their native language. They prefer the more anonymous way of asking digitally. The only disadvantage is that the moderator has to understand the question or comment, especially difficult if it includes acronyms. It has to be made clear also who on the panel should respond and of course the moderator can’t check back for clarification with the questioner.
However, the part I really like is that the event organisers can ask the audience questions before the panel discussion. The responses appear on the screen within a minute. It is like getting the election results in real time.
Have a watch of this video from slido.com
As the Master of Ceremonies at the Future of Europe’s Finances Conference in Brussels, I used it firstly to find out who was in the room. We provided a list: European Commission officials, industry, academics, or other.
In retrospect, NGOs should have had their own category and not been relegated to “other”. The NGO’s were quick to tell us that on Twitter – the advantage of a two-way social media conversation!
Brussels, Belgium – 25 September 2017
“The Future of Finances” conference.
Photo: European Commission / Ezequiel Scagnetti
We then went on to ask more specific questions.
The moderator can use the results of a survey in a number of ways either by using the answers to start the panel discussion or refer to them during the discussion. You can also use the survey questions as a transition technique between panels, particularly useful as people leave and come on to the platform.
If you are really brave, you can use the word wall. This is where you ask people to write the word that they most associate with the conference. You show the results at the end. Of course the moderator/MC has to go with the flow if some of the words are not those the organisers expected!
At every event where I have used these applications, the audience has responded with genuine enthusiasm. They create a buzz and make the audience feel that they are really part of the event, restored to their rightful position as event royalty.
by Claire Doole | Sep 24, 2017 | Blog, Moderating
A straw poll of colleagues and clients confirmed my view that people often confuse the different roles.
I frequently receive confused requests. Not so long ago, I was asked to moderate when in fact after some discussion the client and I agreed they needed instead a Master of Ceremonies. Another client contacted me to moderate, but in fact what they required was a Master of Ceremonies and facilitator.
When organizing an event, how do you make sure you get the right person for the right job?
Some broad definitions to keep in mind:
- A moderator guides the discussion, often but not always in a panel format.
- A Master of Ceremonies is responsible for the “show* – the whole event as it unrolls on the day.
- A facilitator is responsible for a process – helping people make decisions and achieve results.
While there are differences in responsibilities, there is a common base of skills across the three roles: you need someone who is neutral, is a good listener, and is a clear and confident communicator.
The nuance is that the different roles require more of one skill over another. By understanding this difference, you can be sure that you have hired the right person for the right job. .
From my experience, here are the prerequisites.
The ideal Moderator:
- Knowledgeable – knows enough about the key issues to guide the conversation and ask the thoughtful questions. They are not subject experts, but they know how to research the arguments and draw out the main points.
- Probing – is confident about asking thought-provoking questions to ensure a stimulating and lively discussion.
- Engaged and engaging – is constantly thinking about the audience needs, making sure the conversation is meaningful for them and prepared to inject humour when need be.
- Outcome orientated – works with the organiser to ask the questions they want asked to get the results they want.
Top Tip: TV and radio journalists are naturally good at this as they are used to distilling complex information and asking questions in a linear and easily understandable way. Make sure though they realise they are working for you and no longer for their editors!
The ideal Master of Ceremonies:
- Personable – knows how to build rapport with the audience so that they are engaged throughout the event. If the audience doesn’t like the personality of the MC, the success of the event will be compromised.
- Energetic and enthusiastic – works the room so that the audience is engaged, entertained, and energized.
- Quick-witted – picks up quickly on verbal cues and link seamlessly from one session to another.
- Charismatic – has confidence, presence and impact.
Top Tip: You need to get the right personality for your audience. If you are organising a big event you may want an actor/celebrity/broadcast presenter. But be careful that it does not become all about them!
The ideal Facilitator:
- Well prepared – works out a process and structure for the event to achieve a specific result.
- Analytical – identifies clear goals and links group feedback to them.
- Empathetic – listens well and support others when they lose focus
- Perceptive – links the response of the participants to the process and knows when to lift energy levels.
Top Tip: You need to look for facilitators who have a background in training and leadership development.
If you are organising an event, then do work closely with your “ideal” moderator, MC and facilitator, bringing them in as early as possible in the process to advise on content and format. This will make sure that you can the outcome you want.
If you are interested in this blog, have a read of other blogs on moderating.
Taking the Stress out of Moderating
How to be the Perfect Panelist
Creating a Perfect Panel
Moderating with Macron
