Panel Performances: Invited to speak as part of an industry panel? Here are some reminders about making your appearance memorable.

Appearing on a panel representing yourself, your industry or your company, can lift your profile and boost your professional reputation, provided of course your performance is a standout.

How do you make sure that happens? As with all things about presentation and public speaking, the answer is in the preparation.
Here are some tips to make sure you’re ready to shine on the stage as part of a panel discussion:

1.) Know what you’re walking into
Sounds simple enough, but in reality, those inviting you to speak at conferences often don’t offer much background into who’s attending, what their expectations are or how your expertise fits in among others invited. That means you’ll have to probe to find out: why was this topic chosen, what specifically organizers hope to achieve and what they’re looking to you to contribute as part of the discussion.
2.) Know your fit
Besides knowing who else is going to be on the panel, it’ll probably also be up to you to find out what they’ll be saying so you know how to make your contribution standout and not repetitive. A panel appearance isn’t just about answering questions put to you by a moderator. Remember that the audience is listening to the whole of the discussion. Figure out what you have to offer to the ‘story’ being told that is unique and contributes to moving the topic forward.
3.) Be ready to take the lead
Because there’s more art than science to putting panels together, it might be difficult for the audience to find any threat or narrative that ties the discussion together or to a larger point. As a panel member, you can help create a sense of overall cohesiveness for the audience by listening to others and then drawing on what’s said before or after you. (i.e. “That’s my take, and it’s a bit different from what we’ve heard thus far, so I’m curious about the perspective of the others on the panel who’ve studied this. “)
4.) Remember the “so what”
Industry gatherings are often looking for something more than academic discussions. Your audience wants to understand what action you recommend and the deeper impact of trends. Remember to have concrete suggestions or recommendations for your audience. Seek to make your contribution as useful as possible.
5.) Make it memorable
Simply reciting facts and figures aren’t going to make your panel appearance stand out. Instead look for the story that data tells and find concrete examples in your industry your audience can relate to. Something that you’re passionate about has a better chance of igniting the passion in others than simply reciting data ever could.

If you have the opportunity, these appearances can help cement your reputation as a go-to expert. Just be sure to make your opportunity count.
Aileen Pincus
Matching the Power of Your Communications to the Power of Your Ideas