Panels - the do's and don'ts

I train more people to appear on panels than anything else.

I’ve also done plenty as a guest speaker myself, when organisations need to fill a seat (sometimes at short notice!)

Whereas a small number of business leaders are doing ‘proper’ keynote speeches and high-level media interviews, a huge number are popping up on panels.

So here are my thoughts on good and bad approaches.

The good stuff

BE RELAXED – a panel is just a conversation. You need to chill out and be yourself. You won’t seem like a leader if you try to say too much. The most experienced and respected panellists aren’t trying to ‘win’ every single point. They just…are.  

BE PASSIONATE – this doesn’t in my view conflict with the previous point. Yes, be calm. But also engaged and energised. The audience must believe the subject being discussed matters to you. You need to care before they will care.

HAVE MESSAGES – you need something distinctive to say, beyond nonsense platitudes like ‘innovation is unstoppable’ or ‘we see potential headwinds’. A message needs to contain a clear distinctive point-of-view + ideally some hard tangible evidence.

BE SIMPLE & CLEAR – the best panellists make one main point at a time. They speak in normal, conversational language. They don’t use jargon or try to give complex multi-layered answers to straightforward questions. They supply a couple of flavours, not the whole spice kit.

PREPARE WELL – take a call with the moderator and/or fellow panellists. Come with something to say. Read widely about the topic. See what’s been going on in the news that might be relevant. You should be well briefed and fully up-to-date.

TELL (short!) STORIES – illustrate your ideas with quick anecdotes and examples. A story mustn’t take 5 minutes. It might only require 30 seconds or less. But your insights should be clearly derived from real experiences.

LISTEN AND REACT – good panellists aren’t just thinking about what they plan to say in answer to the next pre-scripted question. They are actively listening to the others, and ready to jump in with extra responses or ideas.

SMILE AND LOOK HAPPY – unless the panel has a tragic theme, look like you want to be there, and you are grateful to be there, but also that you deserve to be there. Nobody likes a shifty or sullen panellist.  

MAKE EYE CONTACT – keep strong engagement with the moderator and the other speakers. You shouldn’t be looking down at your notes or your shoes. Occasionally when you are speaking you might glance out at the audience (but not too much).

REMEMBER NAMES – it’s nice when panellists can name check each other a bit (‘as Miranda was saying a couple of minutes ago’, ‘I’m sure Bernardo would agree’). Don’t go nuts with this. But a sense that they aren’t all total strangers can be reassuring for the audience.  

The bad stuff

As well as the opposite of everything above:

SPEECHIFYING – a panel is not the time to make tedious or pompous speeches. By all means deploy the tools of rhetoric (another article on those soon) but keep your bits short and snappy. Never begin an answer with: ‘well, there are 5 elements to our strategy….’zzzzz

NOTES ON-STAGE – whereas a moderator is usually allowed some notes, a panellist really shouldn’t have them visible. It undermines your credibility as an expert. Read your cards etc before you go on, put them in your pocket, then freestyle.

TOO MANY FACTS/NUMBERS – being a panellist isn’t supposed to be a memory test. Don’t try to overload your answers with data. Maybe have one or two stand-out pieces of hard info. And give those prominence: ‘the big number here that matters here is…X’

MUMBLING – speak clearly into the microphone (if handheld) and emphasise key words. If you are a fast speaker, that’s ok as long as your diction is sharp and we can follow a simple sequence of thoughts. Otherwise, slow down!

SYCOPHANCY – please no obsequious behaviour on panels. Limit the whole ‘it’s such an incredible honour to be here’ stuff. No fawning over your fellow panellists. This must feel like a high-level peer to peer conversation. Polite respect, yes. But that’s all.

EXCESSIVE FORMALITY – a panel is just a conversation. Yet speakers can acquire an odd corporate rigidity in public. Try to find normal conversational rhythms. Speak as you would in a relaxed business meeting.  

BLAND OR ODD CLOTHING COMBOS – strong colours can work well for men or women. Or darker suits with a splash of colour (tie, scarf). Look decisive.   

SCRUFFY SHOES – when you are up on a raised stage, the audience looks at your shoes. Make sure they are clean, appropriate and (if formal) nice and shiny. A coloured sock sometimes works nicely. 

<These last two were lifted from my ‘moderator dos and don’ts’ piece last week, and seemed to get most responses, so I’m leaving them in!>

Above all, have some fun. The best panels have moments of humour and lightness.

Everyone wants to avoid a morass of muddy messages.

What else have you noticed? What do you like in a panellist when you are in the audience? If you are a regular panel pro, how do you prepare? What did I miss?

Thanks for reading!

Mike

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I’m a professional moderator, media trainer and public speaking coach. I work with corporate and government clients all over the world. I’m always keen to have new conversations so please message me on Linked-In or via my website www.sergeantconsulting.com