Q: What do you look at when you speak?
A: I always look at the audience. In the past at a big conference the lighting often made it look as if you were talking to a vast empty dark space. Luckily these days lighting is better and it allows me to look around at different people in the crowd. As I like to use a bit of humour in my talks I look to see if it has got a response or reaction. One of the hardest gigs I have encountered is hosting our annual “Bring Your daughters to work Day” which is a scheme we introduced at IBM to show young women that technology is a career option open for them. 12-15 year old girls are quite a hard crowd, and an adult trying to make them laugh is probably the last thing they want to hear!. So I made sure I shared eye contact around to encourage them to engage with me and see that I want to communicate with them. So your audience reaction can help you to adapt your style to be as effective as you can with them. When you are doing a talk it is a great idea to go along to the pre-event dinner, lunch or coffee and mingle with the audience. Share what your topic is and sometimes they will give you a great opinion or example that you can share during your talk. This really makes your topic come to life as you are talking about something that one of their colleagues has shared. You can look for the people you spoke to beforehand during your talk and that gives you a friendly reaction which boosts confidence levels as well.
Q: What do you hear when speaking?
A: I hear myself saying “Slow Down Caroline” ! I’ve always been a fast talker, something which people have commented on for years. In my new European based role slowing down is especially important as many of my new colleagues have English as a second language. I also try and keep an eye on the time. Although I’m therefore conscious of being slower I still speak relatively quickly because that is who I am. At IBM we talk a lot about personal eminence and about being consistently authentic in every method of communication. For example if each of your digital personalities are in conflict with each other or at odds with your public personality you will not gain the trust of your audience. So of course it is important to adapt your style of speaking so that is clear and easy to understand but no-one wants to listen to a public-speaking clone so always remember to stay true to yourself.
Q: Does public speaking help you?
A: Definitely. Thanks to my public speaking appearances I’ve been invited to do extraordinary things. One of these was being invited to be a adjunct professor at a Business school after being spotted by the Dean at a conference where I was a guest speaker. Public speaking boosts your profile and offers another angle on you, which of course must be true to who you are and what your values are. It increases your network and introduces you to others who you can learn things from. It is extremely valuable.
Caroline Taylor, Vice President Marketing, Communications & Citizenship, and Chief Marketing Officer (CMO) for IBM Europe.
A: It is just as important for women as it is for men, perhaps more important as women often struggle to build their profiles to help them achieve success in business. But don’t try and ape the guys. Trying to be something you are not will back-fire as it isn’t authentic. If you are someone who has a quiet squeaky voice then seek out some voice training but only if you really want to improve your voice. If not you can make a name for yourself in other mediums like print or on digital platforms where you can still share your knowledge and expertise. Audiences welcome someone who is knowledgeable and enjoys sharing that knowledge. Find the subject you are passionate about and public speaking can be a really enjoyable and valuable skill.
My thanks to Caroline for explaining her public speaking experiences so openly and for sharing some great tips to help people take to the stage.
About Caroline Taylor: Caroline Taylor is Vice President Marketing, Communications & Citizenship, and Chief Marketing Officer (CMO) for IBM Europe. Based in London, Caroline leads the teams responsible for all aspects of marketing, communications and citizenship for IBM throughout Europe.With 28 years of professional marketing experience, Caroline is an Adjunct Professor at Imperial College Business School in London and is also a Business to Business Ambassador for the UK’s Marketing Society, to which she was appointed Fellow in September 2012.
Caroline is a passionate advocate for equality and diversity, particularly in the workplace. She is executive sponsor for Gender Diversity for IBM in the UK. In 2012 she was shortlisted for the Opportunity Now Champion Award, recognising her contribution to advancing, promoting and embedding a diversity culture within the workplace.