How Leaders Speak. Jim Gray

near that level, underachieving in a stilted, self-conscious way that leads a host of notables in the business and artistic worlds to politely take a pass on them.

      It’s become hip to inform one’s peers, “I don’t do panels.”

      Politicians have no choice, though. They’re obligated to take part. Few of them ever look happy or comfortable doing so.

      Clearly, panels need help. There are ways to reach the communication potential of these maligned group discussions in three key areas: planning, moderating, and participating.

      Planning

      The main advantage of a panel over a speech is that it will provide, or should, several points of view on a subject. Frequently, though, organizers will invite a coterie of lumpy, risk-averse company lifers (not you, of course) to participate; individuals who view a matter through the same slender prism. Listeners, meanwhile, can be rendered comatose.

      When planning a panel yourself, ask, “What combination of guests will provide the audience with the best informational and entertainment value?”

      Seek out subject matter and industry experts who’ll bring with them new perspectives, insights, and theories, speakers who’ll have the moxie to render definitive, even contentious statements and stick by them. Look for participants who’ll pack an edge.

      You don’t want a free-for-all, but you do want ardent discussion and debate.

      With the credentials of your speakers established, mix them up according to experience, age, gender, and industry profile. Build your panel with imagination and balance, always sifting the suitability of candidates through your primary filter: the interests of the audience.

      Try and limit the number of panelists to four. At five, the conversation tends to become scattered. It also becomes increasingly difficult to ensure that everyone gets equal time. Limit discussions to an hour, ninety minutes at an absolute maximum.

      Moderating

      To run a panel effectively, you need to take charge from the outset, without having participants and listeners resent you for it.

      Demonstrate any sign of ego or impatience and it will work against you. Consider yourself an affable, skilled host who directs formless conversations to positive, even rousing resolution, and tactfully but firmly informs guests when they’ve overstayed their welcome.

      Open the proceedings by welcoming the audience, introducing yourself, and briefly reviewing the topic for discussion. You could then say, “Before I introduce the members of our panel, I’d like to explain how we’ll spend our hour together. First, each panelist will make a brief opening statement. [Bring out the hook for each speaker at three minutes.] Then they’ll engage in what we anticipate will be a spirited discussion for thirty minutes. Finally, they’ll take your questions. We’ll adjourn the session at 4:00 p.m. Now, let’s get to it!”

      Moderators set the tone and the parameters.