Carnegie Language Breakthroughs and the Art of Communication

Chapter 29 The Challenge of Effective Speaking (1)
Introducing Speakers, Presenting and Accepting Awards
When you are invited to speak in public, you can recommend another person to give you an opening statement to explain the day's speech, or to say something light-hearted to brighten the atmosphere.Perhaps you are the host of a civic organization, or a member of parliament for a women's club, and you are faced with the task of introducing the keynote speaker for this conference, or you are looking forward to speaking at a local club, Or talk about it in your sales group, union meetup, or political organization.This chapter is mainly to assist you in how to prepare your introduction speech, and at the same time, it also provides some useful suggestions on the expression of award speech and acceptance speech.

John Mason Brown is a writer and speaker.His lively speeches have won countless audiences all over the country.One evening he was speaking to the man who was about to introduce him to an audience.

"Don't worry about what to say," the man said to Brown. "Relax, I don't believe speeches need to be prepared! Well, what's the use of preparing, he'll spoil the beauty of the whole thing, and spoil the fun. On occasions like this, I just wait for the inspiration to come to me when I stand up. I've never had a miss doing that!"

These earnest words made Brown expect that he would make a good introduction to himself to facilitate the atmosphere of the speech, but unexpectedly, the man stood up and spoke completely unexpectedly, according to Brown in one of his speeches. Memories in this book:

"Gentlemen, please pay attention. I have bad news for you tonight. We wanted to invite Mr. Isaac F. Maxon to speak for you. Unfortunately, he cannot come because he is ill. (Applause ) Then we tried to have Senator Blattkey come and speak for you...but he was too busy. (Applause) Finally we tried to have Dr. Lloyd Grogan of Kansas City come and speak for you, but that didn't work .So we had to be replaced by John Mason Brown. (Silence)"

When Mr. Brown recalled the speech that was close to disaster, he said only this: "This friend of mine, the great inspiration, finally got my name right."

You can see, of course, that the man who is so sure that his inspiration can handle everything could not be worse off than he is now, had he intended to do so.His introduction violated his duty to the speaker he was introducing and his duty to his audience.In fact, his responsibilities are not many, but they are very important.Surprisingly, many presenters don't understand this.

Introductions have the same function as communicative introductions.It brings speaker and audience together, creates a friendly atmosphere for them, and creates a bridge of interest between them.Someone might say, as an introducer, "You don't have to say anything, you just introduce the speaker." If you think so, you are making things too simple.No single factor wrecks a speech more artificially than the introduction.The reason why some people's introductions can do so much harm to a speech may be that many presenters who prepare introductions underestimate its efficacy.

"Introduction", in terms of its meaning, is composed of two Latin morphemes, namely "intro" (to the inside) and "duce" (to lead).It means to lead us deep into the interior of the subject and make us want to hear a discussion about it.At the same time, it should lead us to the internal facts of the speaker, to the facts which show that he is competent enough to deal with this particular subject.In other words, the introduction should be able to "sell" the topic to the audience, and it should also "sell" the speaker to the audience, and these things should be done and done well in the shortest possible time.

This is the effect that the introduction should achieve.But has everyone done it?No, nine times out of ten it didn't happen - I want to emphasize this "no".Most introductions are terribly poor, and it is unforgivably weak and empty.If you understand the importance of your task when you are the introducer of the speaker, and you can do it in the right way, he will soon become the guest of ceremony or host that everyone is eager to invite.

Here are some suggestions to help you prepare a well-organized introduction.

1. Prepare your words carefully
Although the introductory speech is short, generally no more than 1 minute, it must be carefully prepared.First of all, it is necessary to collect materials, which mainly include three aspects: the topic of the speech, the qualifications of the person being introduced to speak on this topic, and the name of the person being introduced.A fourth item also sometimes appears, namely why the topic of such a speech was chosen, that is, how the topic will be of particular interest to the audience.

As an presenter, it is important that you know the right topic and have a solid understanding of how the speaker will develop the topic.There is nothing more embarrassing than a speaker taking issue with your presentation and claiming that some part of it does not match his position.In order to avoid this situation, you'd better not make wild guesses about the content of the speaker after introducing the speaker's topic.But as an introducer, your responsibility is not only to introduce the topic correctly, but also to point out that it is of specific concern to the audience, so if possible, you should try to obtain first-hand information directly from the speaker. to grasp the exact content of his speech.If you have to rely on a third party, such as a program host, try to get written information from him and check with the speaker before the meeting.

Perhaps most of the preparation, however, goes into obtaining speaker qualifications.In some cases, if your speaker is nationally or well-known, you can get accurate information from Who's Who in the World or similar books.If he is a local figure, you can turn to his public relations or personnel department.You can also visit his close friends or family members to verify the information.The most important thing is to get the other party's biographical information accurate.When you do these preparations carefully, those close to the speaker will be happy to provide material.

Of course too much narration is also tiresome.If you point out that someone is a Ph.D., it is redundant to mention his bachelor's and master's degrees.Likewise, it's better to point to the person's highest and most recent job than to bring up a bunch of jobs he's held since graduating from college.Most importantly, you can ignore the lesser achievements in the other party's career, but you must not ignore their most outstanding achievements.

For example, I heard how a well-known orator, perhaps even better known, introduced the Irish poet W. B. Yates.At this meeting, Yezzy is going to read his own poems.Just three years earlier, Yates had won the Nobel Prize in Literature, the highest honor bestowed on a writer.I believe that less than 3/1 of the audience is aware of the award and its importance.In any case, both things are worth mentioning before he reads.Even if nothing else is said, these two things must be said.But how does the moderator do it?He completely ignores these things, and digresses to talk about mythology and Greek poetry.

Also, and most importantly, identify the speaker's name and immediately familiarize yourself with its exact pronunciation.John Mason Brown said that some introducers had introduced him as John Brown Mason, or even John Smith Mason!The famous Canadian humorist Stephen Leacock talks about being introduced to him in his brisk essay "We Meet Tonight":

We all looked forward with great excitement to Mr. Lerod's presence.We have become acquainted through his writings and seem to be old friends.I did not exaggerate when I told Mr. Lerod that his name was well known in this town.I feel very, very honored to be able to introduce to you——Mr. Li Lord.

The main purpose of the search is to make the introduction clear, because the introduction must be clear in order to serve its purpose - to increase the attention of the audience and to accept the speaker's speech viscerally.Unprepared presenters often spit out vague and sleepy lines like this:

Our speakers are renowned and recognized as authorities on the topics they speak on.We'd love to hear what he has to say about the field, because he's from a -- a faraway place.It is a great honor for me to introduce him to you, and now let's look at - oh, here - Mr. Blank.

By taking a little time to prepare, we can avoid making such a bad impression on our speaker and audience.

2. "Title-Importance-Speaker" formula

For most introductions, the title-importance-speaker formula is a handy guideline to help you organize the research you've gathered:
topic.Announces the correct topic for the speaker, followed by an introduction.

importance.At this stage, a bridge is built between the topic and the special interests of the audience.

Speaker.At this point, list the speaker's outstanding credentials, especially as they relate to his topic.Then clearly and clearly announce his name.

There are many places for your imagination to use the above formula, but it should be noted that the introduction must not be cut and dry.Give an example to illustrate a good introducer who can follow the formula without showing traces of the formula.This introduction was given by Home Sand, a New York City editor, and was used to introduce George Webham, director of the New York Telephone Company, to a group of journalists:
Our speaker's title is "How the Telephone Works for You."

For me, there are many mysterious things in this world, such as love, and, such as the persistence of horse gamblers, and one of them is the magical thing that happens when I make a phone call.

Why did you get the wrong phone number?Why is it sometimes faster to call from New York to Chicago than from home to another town down the hill?Our speakers know the answers to not only these questions, but everything else about the phone. For 20 years his job has been to organize and catalog the various details about telephones and make the enterprise accessible to outsiders.He was a telephone company executive, a title earned for his hard work.

Now he's going to tell us how his company works for us.If you feel deeply about the telephone service today, consider him a saint of grace.If you have been bothered by phone calls recently, please let him be the spokesperson for the defense.

Ladies and gentlemen, the speaker to you today is Mr. George Webham, Vice President of the New York Telephone Company.

See how deftly the presenter's introduction reminds the audience of a telephone.He starts by asking questions to pique the audience's curiosity, then points out what the speaker can answer and what the audience might ask.

I do not believe that this introduction was ever written and recited in the audience, because even on paper, it still reads as clearly and naturally as a conversation.

It is not advisable to memorize the introduction in advance.When Cornelia Skinner asked a party chairperson to introduce her once, the chairperson momentarily forgot to memorize her words.She could only take a deep breath, and then said: "Because Admiral Byrd charged too much, we invite Cornelia Skinner tonight."

The introduction should be sincere and natural, as if blurting out on the spot, not rigid and serious.

In Mr. Webham's introduction quoted above we do not find a single cliché, such as, "It gave me great pleasure", "It was a great honor to introduce him to you", etc.The best way to announce a speaker is to call him or her by name, or after you've said "introduce yourself."

The problem with some presenters is that they make the audience restless by speaking too long.Others indulge in eloquent fantasies, trying to impress upon speaker and audience their own importance.Others make the mistake of liking to tell jokes, sometimes with poor taste, or pursuing "humour", exalting or belittling the profession of the speaker.If you want to make your introduction effective, all of the above mistakes should be avoided.

Here's another example that follows the formula "Title—Importance—Speaker" perfectly, and its own personality looms large in its introduction.Please note in particular how Iger L. Snady fuses the three stages of the formula, introducing the famous science educator and editor Mr. Jerrod Wind:

The topic of our speaker is: "Science Today", which is a very serious proposition.It reminds me of a story.The story is about a deranged patient who fantasizes about having a cat inside him.The psychiatrist pretended to be performing an operation on him because he could not provide evidence to the contrary.When he recovered from the anesthesia, the doctor showed him a black cat and told him he was cured.Unexpectedly, he replied, "I'm sorry, doctor, but the cat that has been quarreling with me is gray!"

It's the same with science today, you go catch a cat called U-235 and you end up with a bunch of kittens called something or something.These elements, like Chicago today, have been defeated one by one.An alchemist in ancient times, who can be called the first nuclear scientist, begged God to give him another day when he was dying, so that he could discover the secrets of the universe before he died.However, today's scientists have created the secrets of the universe that people have never dreamed of.

Our speaker today understands the reality of current science and possible future development. He was a professor of chemistry at the University of Chicago, dean of Pennsylvania State College, and director of the Bardell Institute of Technology in Ohio and Columbia.He has worked in government as a scientist, as well as as an editor and writer.He was born in Davenport, Iowa, and earned his degree at Harvard University.He completed his training in a military factory and traveled all over Europe.

Our speakers are also authors and editors of several science textbooks.One of his most famous books is "Science for Tomorrow's World", which was published when he was director of the science department of the "World's Fair" in New York.He is a scientific advisor to magazines such as Time, Life, Fortune, and Current Affairs, so his interpretation of science news is widely read.The Atomic Age, by our speakers, appeared in 1945, just 10 days after the atomic bomb was dropped on Hiroshima.He often said that "the best will come", and it is true.I am proud to present to you, and I am sure you will love to hear, the opinion of Dr. Jerrod Wind, Editor-in-Chief of Science Illustrated.

A few years ago, it was fashionable in the pulpit to blow a speaker's head in an introduction.The poor speaker is often overwhelmed by such a strong smell of flattery that the chairman presiding over the meeting is constantly heaping gold on the speaker.

Tom Collins, a popular humorist in Kansas City, Missouri, once told Herb Procio, author of The Presenter's Handbook: Slap your chest first to the audience and say they're going to have fun and roll around in the aisle in no time, and he's screwed. Likewise, when the host starts babbling about Will Rogers, you don't want to cut it. Go home, because you too are finished."

Of course, on the other hand, it is not to be praised.Stephen Leacock recalled one presenter ending his introduction thus:

This is the first in a series of talks this winter.As you all know, the last series was not successful.In fact, we were running in the red until the end of the year.So this year we've developed a new batch of speakers that don't cost too much.Let me introduce Mr. Leecock.

In this regard, Leacock said lightly:

Just think about it, when you have to crawl out to face the audience, and you are labeled as a "cheap talent", what kind of feeling do you feel at this moment?
3. Be enthusiastic

When introducing a speaker, attitude is just as important as the delivery.You should try to be as friendly as possible, don't say how happy you are, just show genuine pleasure in the introduction.If it can be brewed gradually, the speaker's name can be announced near the climax of the introduction.At this time, the audience's anticipation is increasing accordingly, and they will surely respond with warm applause.This gesture of friendliness from the audience also helps stimulate the speaker to give it his all.

When announcing the speaker's name, it's a good idea to remember the following words: "Pause," "Separation," and "Power."

"Pause" means that there should be a pause and silence before the name is spoken, so that the audience's expectations can be reached to the limit; Have a clear impression of the speaker's name; "power" means that the name should be pronounced with force.

One more warning: When you are announcing the speaker's name, never turn your back on him, but look toward the audience until the last syllable is spoken, and then turn to the speaker.I have seen countless hosts who gave an admirable introduction only to fall short at the end when they turned to the speaker, making it appear that he was just announcing his name to him alone, leaving the audience bewildered.

4. Be sincere

Also, be sincere and don't fall into derogatory comments or corny humor.An introduction that is not serious is often misunderstood by some audience members.Be sincere, because the social atmosphere you are in at the time requires a high degree of skill and strategy.You may know the speaker well, but the audience does not, and some of your words may be misunderstood, even though they are harmless.

5. Carefully prepare the award speech

"We've shown that the deepest longing of the human heart is for recognition -- for honor."

(End of this chapter)