POSTAL CUSTOMER COUNCIL	

National
Postal Customer Council (PCC)
Speakers’ Guide

July 2013

______________________________________________________________________________

DATE

TO:	National Postal Customer Council (PCC) Speakers’ Bureau Members:

Welcome and thank you for volunteering to serve as member to the National Postal Customer Council (PCC) Speakers’ Bureau. As a member of the PCC Speakers’ Bureau your role will be as a guest speaker at future PCC events in your area. 

The PCC program is a valuable resource for business mailers, large and small. Local PCCs serve as an open channel for USPS-to-business communication, providing information and best practices for cost-effective and profitable mailing, education and training, and solving local challenges. Though most PCC members include large business mailers, government agencies, and business mail service providers, small businesses can benefit from PCC membership, too.

This guide is intended to be an overview of everything you will need to know regarding your role as a speaker. Included are tips and suggestions for preparing your presentation and delivering it to your audience.  

If you have any questions, please contact Sandy Calos at Sandra.Calos@usps.gov (202-268-5476) or Debbie Goldman at Deborah.L.Goldman@usps.gov (202-268-7738). 

Thank you for your support of the Postal Customer Councils!

Sharon Owens
Manager, Industry Engagement and Outreach
United States Postal Service

Table of Contents

1.  Overview of Information	4
     1.1 PCC Contacts	4
     1.2 Travel and Airport Transportation	4
     1.3 Hotel Accommodations	4

2.  Presentation Guidelines	5
     2.1 Overview	5
     2.2 Your Role as a Workshop Speaker	5
     2.3 PCC Policy on Content	5

3.  Workshop Preparation and Presentation	6-7
     3.1 Workshop Preparation	6
       3.1a Presentations	6
       3.1b Fonts	6
       3.2   Onsite at the PCC Venue	7
       3.2a Beginning Your Workshop	7
       3.2b During Your Presentation	7
       3.2c Concluding Your Workshop	7-8

4.  Speaking Tips 	8-13
     4.1 Phase 1 – Preparation	8
     4.2 Beginnings and Endings	8-9
     4.3 Presentation Details	9-10
     4.4 Verbal Communication	10
     4.5 Nonverbal Communication	10
     4.6 PowerPoint Presentations	10-11
     4.7 Designing Visual Aids – General Guidelines	11-12
     4.8 Using Visual Aids	12
     4.9 Introducing a Speaker	12
     4.10 Getting the Audience Involved	13
     4.11 Checklist – Preparation for a Great Presentation	13

1.  Overview of Information 

WELCOME!

Welcome and thank you for volunteering to serve as member to the National Postal Customer Council (PCC) Speakers’ Bureau. As a member of the PCC Speakers’ Bureau your role will be as a guest speaker at future PCC events in your area. 

The PCC program is a valuable resource for business mailers, large and small. Local PCCs serve as an open channel for USPS-to-business communication, providing information and best practices for cost-effective and profitable mailing, education and training, and solving local challenges. Though most PCC members include large business mailers, government agencies, and business mail service providers, small businesses can benefit from PCC membership, too.

As we begin to work together, we hope this guide will be helpful as you prepare your presentation.

1.1 National PCC Speakers’ Bureau Contacts

Your points of contact for the National PCC Speakers’ Bureau are:

Sandy Calos	

United States Postal Service	

Customer Outreach Specialist	

475 L’Enfant Plaza SW	

Washington, DC 20260-5006	

Tel: 202-268-5476	

Fax: 202-268-8976	

Sandra.Calos@usps.gov 	

	Debbie Goldman	

United States Postal Service	

Customer Outreach Specialist	

475 L’Enfant Plaza SW	

Washington, DC  20260-5006	

Tel: 202-268-7738	

Fax: 202-268-8976	

Deborah.L.Goldman@usps.gov 	

1.2 Travel and Airport Transportation

The Speakers’ Bureau does not cover the cost of your airfare, hotel accommodation or other transportation costs. 

1.3 Hotel Accommodations

The Speakers’ Bureau does not cover the cost of your airfare, hotel accommodation or other transportation costs. 

2.  Presentation Guidelines

2.1 Overview 

Postal Customer Councils (PCCs) provide educational and networking opportunities for mailing industry professionals and individuals interested in learning more about the value of mail as a communications and advertising medium. It is where attendees can obtain up-to-date knowledge about postal products and services, as well as mailing technologies that help companies grow their business!   

Speakers must create sessions that provide training and networking opportunities for attendees. Speakers are selected for their expertise and must prepare professional quality presentations that provide mailers the knowledge to keep pace with the rapidly changing business world.  

2.2 Your Role as a Workshop Speaker

The workshop is an interactive learning experience, led by speakers who are recognized in the industry and Postal Service as subject matter experts. As you prepare your workshop(s), keep in mind that attendees are looking for the basic, and the not so basic elements of a given subject area. Your goal is to provide mailers with information on topics relevant to their business which contributes to their professional growth, as well as positively impacts the mailing industry as a whole. Attendees who come to your workshop will want to learn the latest initiatives and trends in the mailing industry, so preparation for a successful workshop is essential. This guide offers you the tools needed to ensure that you present a comprehensive workshop that will earn you the highest in attendee evaluation scores. 

2.3 Policy on Content

Speakers are expected to provide information in an educational, non-commercial, non-self-promotional manner. Handouts and presentations must exclude business logos, order forms, book promotions, etc. To that end, a PowerPoint template has been designed specifically for all presenters to use at PCC events and has allowed for one company logo on the front and back pages. Use of this template is mandatory for presentations to be accepted. All presentations that have not met this requirement will be returned to sender for correction. 

A link to the template below is available at https://www.usps.com/business/get-logos-graphics-marketing.htm? (under PCC Branded Templates, PCC Blank PowerPoint Template PPT) or from Debbie Goldman at Deborah.L.Goldman@usps.gov (202-268-7738).

3.  Workshop  Preparation and Presentation

3.1 Workshop Preparation

It is incumbent upon the Speaker(s) to: 

•	Develop a workshop outline prior to creating your PowerPoint presentation. 

•	Facilitate transitions between speakers’ presentations.

•	Summarize appropriate points.

•	Control the pace of the session to prevent someone from dominating the discussions.

•	Ensure content delivery.

•	Cross check the course content with the workshop description you provided for the promotional information so that attendees’ expectations are met.

•	Plan several questions to plant in the audience in case the audience does not participate as you had anticipated.

•	Practice your presentation in advance of the PCC event and record the time. Successful presentations involving more than one speaker require conference calls in advance of the practice session to develop the optimum presentation flow and procedure for questions, etc.  

3.1a Presentations

It is the responsibility of all speakers to ensure that the information provided in their PowerPoint presentation is accurate. It should be noted that when information contained in a PowerPoint presentation is inaccurate and/or irrelevant, it reflects negatively on the speaker and the overall rating for the workshop. The audience, as part of their evaluation, assesses all aspects of the workshop, including the accuracy and substance of the information provided during the workshop.  

3.1b Fonts

1.	Times, Helvetica and Arial fonts are recommended.

2.	Please keep in mind the following: 
		Slides should be clean and simple.
a)	Avoid the use of too much text. Use the 5 x 5 Rule: No more than 5 words across and 5 rows (or bullet points) per slide.
b)	Use 24 point font size.
c)	Use up to two levels of bullets.
d)	Refer to the “Speaking Tips” included in this guide (pages 8-13).
e)	Colors do not copy well. Please bear this in mind when adding color to your presentations. Make sure you print out a copy of your presentation so you can see how the color translates to paper.

3.2 Onsite at the PCC Venue 

When you arrive:

•	Check-in with the PCC point of contact with whom you have been working.
•	Check out the location of the room where your workshop will be held.
•	Arrive at your workshop’s scheduled room at its earliest availability, to enable you to perform a final sound check and to ensure you have proper audio visual connections. If your assigned workshop room is occupied by a speaker conducting a session in the time slot just prior to the scheduled start of your workshop, please wait until this session is completed. You should have at least 15 minutes to complete your final in-room pre-workshop preparations.  

•	3.2a Beginning Your Workshop

•	Introduction – Please start the session with an introduction(s):

1.	Introduce yourself (and any other speakers).

2.	Cover some basic housekeeping rules, reminding the audience to switch off/mute their cellphones while the workshop is in session, to complete any evaluation forms (if provided), when you will take questions, etc.

3.	Review the session objectives and how you intend to meet them.

•	3.2b During Your Presentation

•	Communicating Your Message

	Following the introduction, you might want to liven up the audience by moving away from the podium and into the audience’s space to talk to attendees. This helps to stimulate the audience and promote an information exchange.  

•	Timing your Presentation

1.	Time limits are important as all attendees are on a schedule. Workshops are generally one hour (60 minutes). Be sure to allow at least a minimum of 5 minutes to plan for questions and answers.

2.	Please repeat all audience questions. It is helpful for attendees who might not have heard the question when initially asked.

3.	If discussion seems slow, try asking the audience some questions, “How are you going to apply this information to your own situation?” “Do you have similar practices at your company?”

4.	If a question requires a lengthy reply, please schedule a time off-line to meet with the attendee to respond appropriately.

3.2c Concluding Your Workshop

•	Summarize by restating the learning objectives.

•	Provide contact information such as email and phone number in case attendees need additional information.

•	Thank the audience for their participation.

4.  Speaking Tips

4.1 Phase 1 - Preparation

PCC attendees are looking forward to learning from you, an expert in your field. Think about the targeted audience. What is their main interest in this topic? What message(s) do you want to communicate? What is particularly interesting about this session? What supporting information and stories can you use to augment the main points? What visual aids would bring the point home? Work on an effective opening that will grab the audience’s attention.  

Outlines are Important:  
	“Tell ‘em what you’re going to tell ‘em; 
		tell ‘em;
 			and then
				 tell ‘em what you told them.”  

Studies have shown that audience comprehension and memory improves dramatically with the third iteration of a point. The most effective speakers outline their ideas, dividing their presentation into three sections:

•	Introduction:   Capture the attention of the audience and communicate the objectives of the workshop.

•	Body:  Present the material so the audience can best understand it.

•	Conclusion:  Recap your major points - summarize your message.  

4.2 Beginnings and Endings

Beginnings and endings are peak attention times for the audience and merit special attention. Audience contact must be established at the beginning. You can never take back a first impression, so preparation can assure it will be a positive one. Tell a very short story, ask a question, or make a statement that will capture their interest. It is very important that you do not use notes for the first minute of your presentation. The introduction should explain the topic of the presentation and grab the audience’s attention. Follow these tips in creating an effective introduction:

•	Identify the purpose or goal of your presentation.
•	Tie the purpose or goal to a relevant real-life experience.
•	Ask questions to stimulate thinking or to help focus the audience. 
•	Share a personal experience or short anecdote.
•	Create interest with an imaginative visual aid.
•	Give a unique demonstration.
•	Use an interesting quotation, or modify a famous one to fit your topic.
•	Relate the topic to your previous speaker’s content.

When closing your presentation, keep in mind that the audience needs a sense of closure. They need a key take-away. Use this time to review the key points of your presentation. Increase the impact of your ending with a memorable statement. 

4.3 Presentation Details

This is the “meat” of your presentation. Your outline covers the main points and the task of filling in the details involves structuring and organizing the material so that the audience can understand your message. Give attendees ideas and information they can use! Clearly state the two or three ideas that you want to convey. Emphasize any concepts that attendees can implement immediately following the event. Focus on the specified subject.  

Below are some tips when preparing the content of your presentation.  

•	Capturing the attention of the audience

An anecdote or example can capture the attention of the audience and bring home a point that will be remembered.

•	Establishing your expertise status

Be confident when presenting to your audience. Keep in mind that you are the expert making the presentation.  

•	Knowing your audience

Speak the jargon of the audience, without assuming they know what you’re talking about. Remember to limit the use of acronyms. If you must use an acronym, explain its meaning to the audience.

•	Being humorous

Use humor carefully! “When in doubt, leave it out!” What is funny to some may be offensive to others; therefore, it is extremely important to use humor sparingly and prudently.

•	Staying focused

It is important for the presentation to keep to the topic. Evaluations routinely ask whether the material was on track with the workshop description. If an attendee asks a question that is off-topic, make sure to bring the presentation back to its original purpose. 

•	Keeping on schedule

Most workshops are scheduled for one hour. Prior to the conference, practice your presentation several times. Practice in front of the mirror, “test present” with a sample audience, or use an audio or video tape. Time your presentation to make certain that it flows easily and contains enough material for the prescribed time.

•	Speaking to the point

Use simple sentences, rather than complex run-on sentences. Using sentence fragments with proper punctuation can be very effective in speeches. Long and complex sentences can be difficult to follow.

4.4 Verbal Communication

How you say something is just as important as what you say. The techniques you use to communicate your message greatly impact how it is received.

Pay attention to the sound of your voice. Variations in pitch, tone, and volume help draw emphasis to key points in your presentation. The easiest way to lose your audience is to read your speech in a monotone voice. Talk to your participants. Communicate with them on a personal level and use relevant examples that relate to work activities.  

Keep these pointers in mind: 

•	Grab the attention of the audience.
•	Keep the audience engaged.
•	Maintain eye contact to ensure that your message is being understood.
•	Be convincing and show how your message has value.
•	Show enthusiasm for your topic - your feelings will be contagious.
•	Practice many times and obtain feedback whenever possible.
•	Do not read from the slides. Attendees maintain that this is one of the worst missteps when presenting.

Microphone Techniques:

If your workshop room is equipped with a sound system, test the sound system prior to your presentation. Have someone stand in the back of the room to validate that the sound is projecting properly. Don’t expect to hear yourself over the sound system. Contact your on-site PCC point of contact regarding any AV problems.

•	Podium microphone – position 6-8 inches from your mouth.
•	Handheld microphone – hold near your mouth. 

4.5 Nonverbal Communication

Business attire is the most appropriate dress code for any PCC workshop. You are an industry expert, sharing your knowledge with others in the mailing industry. Market research indicates that participants often form an opinion about a presenter based solely on appearance. Use eye contact to “read” participants’ faces to detect comprehension, boredom, or lack of understanding. Use gestures to emphasize and show agreement. Keep the attention of your audience by moving energetically. Observe the reactions of your audience to make certain that you are keeping your audience’s attention and interest.  

4.6 PowerPoint Presentations

PowerPoint presentations are required for all sessions. Attendees expect to come away with PowerPoint handouts that they can put to use when they return to their businesses. Please ensure you provide a copy of your presentation ahead of time to the PCC point of contact with whom you are working.

All PCC workshop speakers are required to use the PowerPoint template (below) that has been specifically designed for use at all PCC events. Use of this template is mandatory for presentations to be accepted. All presentations will be reviewed and any that have not met this requirement will be returned to sender for correction. 

A link to the template below is available at https://www.usps.com/business/get-logos-graphics-marketing.htm? (under PCC Branded Templates, PCC Blank PowerPoint Template PPT) or from Debbie Goldman at Deborah.L.Goldman@usps.gov (202-268-7738).

It is the responsibility of all speakers to ensure that the information provided in their PowerPoint presentation is accurate. It should be noted that when information contained in a PowerPoint presentation is inaccurate and/or irrelevant, it reflects negatively on the speaker and the overall rating for the workshop. The audience, as part of their evaluation, assesses all aspects of the workshop, including the accuracy and substance of the information provided during the workshop.  

4.7 Designing Visual Aids – General Guidelines

Research indicates that “when you hear information, you retain 20%. When you hear it and see it you retain 50%.” Visual aids play a key role in presentations, but keep them simple.

•	Illustrate only one point per visual. The audience should get the point of the visual within the first five seconds after it appears.

•	Use no more than five lines per visual and five words per line.

•	Use bullets to highlight information; illustrations and colors to help make your point.

•	Limit the number of visuals you use - three visuals every five to six minutes are enough. 

•	Highlight only your major points. 

•	Make your presentation colorful, but remember that color should be attention getting, not distracting. Important factors in using color are consistency and moderation. Color can be used to organize content. Bright colors can be used to highlight major points. Contrasting colors can illustrate different concepts or suggest major change. Shades of the same color can be used to suggest minor change. Be sure to print out a copy of your presentation so that you can see how the color translates to paper, as some colors do not copy well when printed out.

•	Be consistent and use the same color scheme, font, and general format throughout to project a unified message.

•	Make visuals BIG.  If you are designing the visual on a computer, move six feet away from the screen.  If you can read it, it’s the right size.

•	Use color to attract attention, organize content, and highlight differences or similarities. Good color combinations are yellow on black, black on orange, white on red, red on yellow, green on white, and red on green.

•	All visuals should be oriented horizontally. Because the lower portion of the screen is often hard to see from the back of the room, a horizontal format keeps the bottom of the image as high as possible.

•	Start text at the same place on each visual.  For example, two inches from the top.

•	It’s okay to use copyrighted material, like cartoons, in a visual as long as you appropriately credit the author. It is not okay to include copyrighted material in handouts unless you have written permission from the author.

4.8 Using Visual Aids

•	It is important that you stand off to one side of the screen, while facing the audience. This way, the audience can see you and the visual aid, and your shadow will not appear on the screen.

•	Speakers can use a pointer tool to help the audience maintain focus.

•	Avoid audio-visual redundancy.  Never read aloud text that appears on a visual. Paraphrase and add to it instead. You want to use the visuals to reinforce your points and lead the audience through the presentation. 

4.9 Introducing a Speaker

If you’re introducing a speaker, think about YOUR role. You are the connection between the speaker and the audience. Your job is to create a “warm transfer” from the speaker to the audience. Doing so is easy with a little help from Dale Carnegie’s “TIS” formula: Topic, Importance, and Speaker.  

Here’s how it works:

“Our topic this morning is…” 
“The importance of this can be seen in….”  
“Our Speaker brings to us a wealth of knowledge and experience….”   
“Please help me welcome (Speaker’s first and last name), from (Speaker’s company name).” 

During the introduction, it is important to state the speaker’s name clearly and to enunciate properly. Naturally, you will need to practice in advance. After the first speaker’s presentation is done, you will have to repeat this introductory procedure for the next speaker.

4.10 Getting the Audience Involved

Getting the audience to participate in your workshop will enable them to retain more of the information. Attendees are interested in learning and applying this knowledge to a situation “back at the office.” Also, they might want to share an experience or a particular challenge. Some ways in which to accomplish a successful information exchange is as follows:

•	How many of you have had similar experiences?  How did you solve the problem?
•	What worked?  What didn’t?  How could you apply this idea to your current situation?

Unless everyone can hear the question clearly, repeat the question for the benefit of the audience. When responding to a question, it is important to speak directly to the audience instead of speaking to the individual who asked the question.

4.11 Checklist – Preparation for a Great Presentation

•	Know your audience.
•	Focus on the content.  What do I want to say?  What are the benefits?
•	Prepare an outline of your presentation.

In summary, tell ‘em what you are going to tell ‘em, then tell ‘em, and finally, tell ‘em what
you told ‘em.