At times, we are called to give presentations about new products or policies. Other times, we might be asked to inspire or challenge our audience members. But other times, we are called to speak into times of crisis. Maybe a business is losing revenue and the forecasted future is not bright. It could be that an esteemed leader has left or passed away. Or it could be something like the situations we’ve experienced in the past year. National or global challenges have whittled away at our sense of hope and resolve. What do you say in times like those?
The university that I teach for has asked faculty and staff to use a 3-part strategy in these uncertain times to help students. It’s a strategy that I believe provides the perfect plan for speaking during a time of crisis. The steps are: absorb chaos, transform it into calm, and give back hope.
Absorb Chaos
Here’s one of the most important things I learned in my years of working customer service for a major company. “I’m sorry” is incredibly powerful. Those two words can diffuse so many tough emotions. Many times, people in crisis just need someone to express sorrow for the situation. But when you are speaking, the audience doesn’t really have the chance to let out their anger or frustration. So you have to acknowledge their feelings. You can say something like, “you may be feeling angry or sad or confused. And for that, I’m sorry.” In this way, when you acknowledge their feelings as valid, you begin to absorb that chaos. Almost as if they can hand some of the burden of the crisis to you, the speaker.
Transform It Into Calm
Once you have acknowledged the crisis and have begun to absorb the chaos, you can start to transform it into calm. This can take many forms. One of the most powerful ways to offer calm to your audience is by giving them helpful information. Information can be incredibly comforting for audiences. Especially when they are unsure of what is going to happen next or don’t know all the details of the crisis.
Another way to calm the audience is by giving them a small action step to take. In recounting the efforts of leaders during the crisis of Hurricane Harvey, Inc.com said, “In times of crisis it is more common to step back and see how it goes versus step in when no one’s sure what will happen next. Bravery is often fueled by taking an immediate stand against something that is wrong, responding to those in need, or speaking up during turbulent times and setting the path forward.” As a speaker in a time of crisis, you can be the voice that helps to mobilize the audience. You can shift them from focusing on the problem to becoming part of the solution.
Give Back Hope
One of the most powerful things you can give your audience, no matter what kind of presentation you are delivering, is hope. When you are speaking during a time of crisis, this last step in the process is particularly important. In this movement, you take the turn from the dark, frustrating, unsure feelings of today, and remind the audience that a new day will dawn.
A powerful example of this type of hope offering can be seen in Barack Obama’s 2004 speech at the Democratic National Convention in Boston. He was a senatorial candidate from Illinois at the time, and he used his words to instill hope. He said, “I’m not talking about blind optimism here — the almost willful ignorance that thinks unemployment will go away if we just don’t think about it, or the health care crisis will solve itself if we just ignore it. That’s not what I’m talking about. I’m talking about something more substantial . . . Hope in the face of difficulty. Hope in the face of uncertainty . . . A belief that there are better days ahead.”
You don’t have to feel overwhelmed by giving a presentation in a time of crisis. By following the plan to absorb chaos, transform it into calm, and give back hope, you can be confident you are meeting the needs of your audience.
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