Table Of ContentDo's and Taboos of
Public Speaking
How to Get Those Butterflies
Flying in Formation
Roger E. Axtell
Illustrations by Mike Fornwald
John Wiley & Sons, Inc.
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Copyright © 1992 by Roger E. Axtell
Illustrations by Mike Fornwald
Published by John Wiley & Sons, Inc.
All rights reserved. Published simultaneously in Canada.
Reproduction or translation of any part of this work
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Library of Congress Cataloging-in-Publication Data
Axtell, Roger E.
Do's and taboos of public speaking : how to get those
butterfiles flying in formation / Roger E. Axtell ; illustrations by
Mike Fornwald.
p. cm.
Includes index.
ISBN 0-471-53671-7 (alk. paper)
ISBN 0-471-53670-9 (pbk. : alk. paper)
1. Public speaking. 2. Business communication. 3. Oral
communication. I. Title.
PN4121.A87 1992
808.5'1—dc20 91-42526
Printed in the United States of America
10 9 8 7 6 5 4 32
To the late John D. Davies,
a great speech coach.
And to Arthur W. Foster,
a great business speaker, mentor, and friend.
Acknowledgments
When we are watching the "Oscar" or "Emmy" award shows,
the most boring segments of the evening occur when each
honoree recites a whole list of names—people completely un
known to us—". . . without whom this night would not be
possible."
I'd like to change that.
I'd like to try to breathe some life into those faceless
names by telling you who aided in the writing of this book
and what each contributed. Furthermore, each of the follow
ing is fully capable of writing his or her own book. So, in the
future, you may want to be on the lookout for their names on
the bookshelves.
Robert Williams is a speech writer, journalist, and presi
dent of his own public relations firm, Idea Associates Inc.
Among his many credits are successful campaigns for dozens
of state and federal legislators and at least one governor. He
has also supplied the words and ideas that saved the necks
of scores of business executives. Bob reviewed the entire
manuscript of this book and offered helpful advice and anec
dotes as well as encouragement and edits.
Mike Fornwald is art director at Arian, Lowe & Travis,
a prominent Chicago advertising agency. Prior to that, he was
a political cartoonist and then an animator for animated
films. Mike supplied the wonderful illustrations throughout
this book.
vii
vlil DO'S AND TABOOS OF PUBLIC SPEAKING
Peter Rosenberg is a marketing manager with a back
ground in journalism who has also acquired special skills
in the use of audio-visual materials in business presenta
tions. Peter was responsible for researching and drafting
Chapter 7, "Using Audio-Visual Equipment." He is a talented
and personable young man headed for a successful career in
business.
David Horwitz was a top television news executive for
more than 20 years at CBS News, ABC News, and Group W. He
produced award-winning broadcasts with Ted Koppel on ABC
as well as the "CBS Evening News with Walter Cronkite" at
CBS. David has converted this unique experience into a valu
able consulting service that tutors business executives and
others on TV appearances. David contributed substantially to
Chapter 6, "Appearing on Television," with specific, memora
ble advice.
Phyllis Corbitt McKenzie, as you will learn in Chapter 9,
"How to Turn Professional," is the founder and president of
Capital Speakers Incorporated, a nationally known speakers
bureau in Washington, DC. She works with hundreds of client
companies and organizations in booking professional speak
ers from the ranks of business, government, literature, sports,
politics, and entertainment. Phyllis provided substantial infor
mation for Chapter 9, a valuable contribution exceeded only
by her personal charm.
Richard E. Rosenberg, a successful trial attorney, is now
retired. He carefully reviewed and edited most of the manu
script for this book. When I became troubled by the enormous
amount of time involved, his son explained, "Don't let it
bother you. You've given him the three things he loves to do
most: Work, help people, and criticize!"
Fred R. Holt is a former superintendent of schools, who
was an outstanding debate and forensics coach. Fred kindly
reviewed the early chapters of this book to assure that the
principles being suggested were not only clear but correct.
His solid "passing grade" was reassuring, to say the least.
ACKNOWLEDGMENTS IX
Contributing in smaller but equally important doses were
the following: Ron Dentinger, a stand-up comedian and ban
quet entertainer, who helped me with Chapter 5, "Humor";
the staff at the National Speakers Association who provided
information on that organization for Chapter 9 as well as per
mission to reproduce data on NSA chapters around the coun
try; Fred Knapp, of Frederick Knapp Associates, Inc., a college
friend who has established his own national training and con
sulting firm for business executives in the areas of public
speaking, media appearances, and image; and, Ron Dale, a
delightful Scotsman and professional comedian who shared
some wonderful insights into the art of humor.
My thanks, too, go to Steve Ross, my editor at John Wiley
& Sons, New York City, who entrusted me with my last three
book projects. Also, to Nancy Land of Publications Develop
ment Company, Inc., in Crockett, Texas, whom I have met only
by telephone but for whom I have developed untold respect
and admiration because of her special editing and design
skills that magically turn typed words into a readable text.
And she does it with a smile in her voice that actually warms
the telephone.
Finally, I hope you will pause, if only briefly, at the Dedi
cation for this book. The two names there represent a pair of
admirable men who were blessed with special communica
tion talents and who, throughout their lives, never hesitated
to share them.
ROGER E. AXTELL
Janesville, WI
Contents
Introduction 1
1 The Three Secrets for Banishing Fear 7
When Not to Speak 11
Believe, Believe, Believe 15
The Third Rule 17
2 Organization of Business Speeches 25
The Art of Asking Questions 27
What Are the Six Magic Questions? 31
The Four Parts to Every Presentation 33
Timing a Speech 44
3 To Read, or Not to Read? 47
Writing for the Ear 48
The Art of Reading Aloud 52
Is It Fair to Your Audience? 53
When to Read a Speech 54
Tips on Using Notes 58
4 Getting Physical 65
The Eyes 67
The Voice 69
Gestures 72
Posture 73
The Lectern and Microphone 75
The Room 79
Xi
xii DO'S AND TABOOS OF PUBLIC SPEAKING
5 Humor 83
When Not to Use Humor 85
What Makes Humor Humorous? 87
Specific Examples 91
Humor to Bend, Borrow, or Steal 95
Roasts 101
Introductions 102
6 Using Audio-Visual Equipment 105
Which Medium for Which Meeting? 108
Which Audio-Visual Medium to Use? 110
Designing Visual Aids 113
How Visuals Are Produced 115
A Checklist for Your Next Audio-Visual
Presentation 125
Room Preparation 127
General Tips 128
Summary 129
7 Appearing on Television 131
Where and How to Start 133
Nervousness 136
Clothing 136
Makeup 137
Body Language 138
Eye Contact 139
Gestures and Mannerisms 140
Selecting Your Words 141
Answering Hostile Questions 142
Other Types of Questions 144
In-House Video Presentations 146
Summary 147
8 Special Speaking Situations 149
How to Introduce Other Speakers 150
Serving as an Emcee or Moderator 153
The Question-and-Answer Period 156
Speaking to International Audiences 159
