| Experienced presenters, and those who have | | | | numerous articles on how to avoid communication |
| taken presentation skills training, use the 4 A | | | | screw ups at work". |
| Approach for structuring opening remarks. This | | | | Agenda |
| article will give an overview of the 4 A approach | | | | Now that you've established you have a solution |
| by explaining each element and how to use it in a | | | | (and the street cred to back it up), it's time to |
| professional presentation. The 4 A's stand for | | | | give more details of your agenda for the rest of |
| Audience Hook, Answer, Agenda and Action | | | | the presentation. We recommend that you use a |
| Request. Together they provide an invaluable tool | | | | three point approach to your agenda to help your |
| to logically frame remarks for your listeners. | | | | audience remember key words. The three agenda |
| Audience Hook | | | | items should related to the overall solution and |
| The Audience Hook is designed to engage your | | | | provide a framework for your consequent |
| listeners by tapping into WHY they would want to | | | | remarks. For example, our speaker might say: |
| sit through your remarks. This portion of your | | | | "During the course of the next hour we'll look at |
| presentation needs to hook into pain or pleasure - | | | | three essential aspects of workplace |
| specifically pain the listener is experiencing or | | | | communications so that you'll never be caught off |
| pleasure they would enjoy. Now in a work | | | | guard again: |
| context the pain might be a tough problem that | | | | 1 - Timeliness, |
| needs resolution, whereas the pleasure might be | | | | 2 - Transparency, |
| improved confidence in a skill set. Either way, the | | | | 3 - Totality." |
| trick is to use an engagement device such as a | | | | Audience Takeaway |
| question, a statistic, or a story to hook the | | | | Once you've revealed the agenda you need to |
| audience into listening. For example you might ask | | | | highlight explicitly why this will help your audience. |
| "Have any of you ever been caught off guard by | | | | This is time to reinforce what's in it for them (the |
| negative comments during your annual | | | | audience) and what will they takeaway from your |
| performance review?. Have you ever worried | | | | talk. Of course the audience takeaway ties back |
| that your job might be at risk due to poor | | | | into the previous three A's and should not be a |
| communication with your boss?". | | | | surprise to either you the speaker or the |
| Answer | | | | audience. Our speaker might wrap up this 4th A |
| Once you've hooked the audience, now you need | | | | saying "By the end of this session you'll know |
| to let them know the answer to their problem - | | | | how to use Timeliness, Transparency and Totality |
| and why you're just the person to reveal it. The | | | | of workplace communications to ensure you have |
| Answer section of your remarks is the time to | | | | open dialogue with your boss so that you'll never |
| reveal your solution, your name, and your | | | | be caught off guard in important meetings again!". |
| credentials. For example, you might say "Today | | | | Using these four A's provides invaluable structure |
| we'll be discussing how to ensure open dialogue | | | | and support to your remarks. It also helps |
| between you and your boss to ensure there are | | | | listeners engage more deeply, follow your |
| never any year-end surprises. My name is | | | | comments, and take away important learning |
| Suzanne Guthrie and I am a master consultant in | | | | tools. While learning this 4 A Approach takes |
| communication skills and conflict resolution. Over | | | | practice, and frequently requires formal |
| the past 10 years I have consulted with dozens | | | | presentation skills training, it is well worth the time |
| of organizations including Fortune 500 companies | | | | invested. |
| on workplace communications and published | | | | |