“I don’t really have to prepare — it’s just a panel discussion.” How often have you heard that?
But a panel discussion is about more than just showing up and answering questions. In some ways it’s more complex than a regular presentation, with less control and more variables.
So here are some tips on how to be an effective panelist, along with recommendations for moderators on planning and executing a successful panel.
How to be a Better Panel Discussion Member
Here’s how to be an effective panelist.
Coordinate with the others. Don’t skip the planning call. The moderator will typically bring the panelists together in advance to coordinate logistics and messaging. This is critical.
Prepare like it’s a speech. Think hard about the audience and what will resonate with them, study the questions in advance, and plan a few key points you want to get across.
Stake out a viewpoint. Come prepared with a specific angle or point-of-view. It’s about more than just delivering information. You’re there to provide valuable insights based on your unique background and experience.
Keep it tight. Be conscious of the clock and don’t hog the microphone. You’re just one voice among several.
Listen. Make it a conversation. Instead of just waiting to say your piece, tune in to what others are saying and pivot off their remarks. Add reinforcement or an alternative perspective.
Tell stories. Storytelling rules, so think of a few compelling examples, anecdotes and stories to underscore and amplify your messages.
Engage the audience. Make the audience part of the conversation. Take their temperature with a show of hands or ask simple binary questions like, “Does this sound familiar?” or “Has this ever happened to you?”
How to Moderate a Panel Discussion
Here’s how to run a successful panel.
Know your audience. Do your homework on the audience. What are their key issues, concerns, wants, needs, hot buttons and objections?
Prepare the panelists. Get together early to coordinate messages and content. Fill them in on the audience and hash out some of the questions you intend to ask. Help them “pick a lane” to reduce the chance that everyone says the same thing. Reinforcement is good; redundancy is not.
Create a narrative. Think of the panel as a production. You want to identify the narrative thread and make sure all the pieces of the puzzle fit. Ask yourself, “What’s the one thing I want the audience to be thinking when it’s over?
Make it a conversation. Don’t just stick to the prepared Q&A. Listen to the answers and see where the conversation leads. Ask for follow-ups and rejoinders.
Control it. Be sure everyone is heard. Don’t hesitate to jump in if a panelist starts filibustering or wanders off-topic.
Remember your role. You’re the facilitator and the panelists are the stars. So be careful not to dominate the conversation. Though it’s perfectly appropriate to occasionally share your own perspective, keep it tight.
Plan the setup. Give some thought to the seating. Big cushiony chairs are easy to get lost in. And stools can be difficult to navigate for people wearing skirts or with mobility issues. So if you have a say in the staging, stick to chairs in the magical “goldilocks” zone. Or at least give the panelists a heads-up in the prep session so they can plan accordingly.
A Tip for Everyone
Bring the energy. It’s easy to let the energy drain out of you when you’re seated. So be sure to charge your batteries beforehand. Do whatever it takes to get mentally and physically in the game, whether it’s a walk around the block, stretching, chugging a Red Bull or something crazy like eating right, exercising and getting enough sleep.
During the panel itself, stay engaged. Don’t let your mind wander. Sit up straight and lean in, not back. Be positive, enthusiastic, and put real conviction behind your words.
Remember, energy is contagious — the more you give out the more you get back.
[A version of this post originally ran in PRSA’s Strategies & Tactics.]
[Image licensed to Rob Biesenbach LLC by iStock]