Well spoken. (Fundamentals).

When it comes to activities people hate most, public speaking usually tops the list. But preparing and delivering "a few words" doesn't have to be torture. Remember, "communicate" and "community" have the same Latin root, communis--"to share." That's why you've been asked to speak, and that's why those at the gathering are prepared to listen: They want you to share your knowledge with them, and they're prepared to share their time (and probably their concerns and questions) with you.

Adjusting your attitude toward the task is half the battle. Try to see your talk as an opportunity, not an invitation to fail. They want to hear from you--after all, that's why they invited you to speak.

But before you sit down to make that outline or write that speech, find out what's expected. You and your audience will have a better experience if you get the answers to these questions up front:

1. Where is the talk going to be held, when and for how long?

Most hosts, out of politeness or laziness, may leave the topic and even the time frame up to you. Try to maintain as much control as possible over the circumstances of your talk. For example, if you're speaking in the middle of a reception or a meal, you will find yourself competing with the cocktail chatter or clatter of forks in the chicken entree. In such unstructured circumstances, it's better to prepare short, off-the-cuff remarks rather than a written oration.

2. Who are your listeners?

Don't hesitate to ask your host about your audience. What are their ages? Their interests? Their hopes and concerns? Obviously, you'll approach a group of Golden Agers differently from a class of finance and banking students. The former may want to hear about bank services, senior programs and any good opportunities you can offer that will safeguard or grow their assets. On the other hand, depending on their educational level, students will probably be more interested in how a bank like yours operates--either within the current marketplace or in the community or both. Career opportunities are also on their minds, so make this part of the discussion: You may be inspiring your future workforce.

3. What might they already know about your bank? And (more importantly) what do you want them to know?

Every speaker relies on boilerplate--the who, what, when, where and why of your bank that you can trot out for most groups. There's nothing wrong with this: People need to be reminded that you've been in business 80 years or specialize in small-business lending or support the local community fair. But don't spend all your time talking about history or services that people can read off a brochure. Speaking of brochures, yes--if possible--bring handouts. A brochure can save you a thousand unnecessary words.

Instead, get over the background as quickly as possible and talk about what your audience wants to hear--and what you want to reinforce in their minds. Suppose you're addressing a business group in a town that's been hard hit by an economic downturn. Some optimism about the future is fine, but remember that these people are probably more interested in what your bank can offer them now, in terms of financial products and financial planning. If you've seen a similar cycle in the past, tell them that--and if possible, tell them how your bank helped the area survive the downturn. If your bank is engaged in working with the town or region on projects that will create jobs and business opportunities, let them know about those, too.

4. What makes your bank unique when it comes to serving your customers and community?

Professional speechwriters must research and interview clients about many things in order to find the one or two aspects that truly make a company or its management unique. Your job in promoting your bank in a public forum is to step back from what you know about operations and assets--all those things you take for granted and don't think about any more--and look at your work with a stranger's eyes.

When it comes to talking about your bank, don't settle for trying to sound just like all your peer banks, only more so. Instead, think like a marketer. Create a list of things that your bank offers that others may not. This can range from new products that make it easier for customers-adults, children, businesses--to manage their money to childcare services and other benefits for employees to volunteer programs and services the bank or your employees provide "out there."

In each case, you are painting a picture of your bank as concerned, caring and capable of responding to customer needs in effective, even innovative, ways.

And don't forget to add a few promotional words about yourself. If you or bank staff chair or serve on committees, head up volunteer groups, act as civic advisers or otherwise contribute to the quality of life in your area, let people know. For example, the fact that you're on a hospital board might encourage doctors and medical businesses to use your bank, because they think you understand something about their field.

These tips apply to the majority of situations where you're speaking primarily about your bank or a future in financial services, But what about those times you'll be asked about how "big issues" such as terrorism and corporate malfeasance have affected the banking industry in general and your bank in particular?

If your bank has been touched directly or indirectly by these issues--and certainly new legislation and regulations since 2001 have had an impact on all financial institutions--try to be specific. Tell listeners about how your bank checks FBI lists or otherwise fights the war against money-laundering and terrorism. Let them know your bank board has been fortified against the kind of corporate scandals that caused so many people to lose faith in business and the financial services.

You can also turn to ABA's website, www.aba.com for help (see sidebar on page 32).

Alisha Johnson, senior vice president and director of marketing at Highland Bank in St. Paul, Minn., notes, "You get tremendous visibility when you speak to community groups." From a community bank standpoint, she continues, we want to be seen as experts in a particular area and seen as caring for the community.

Johnson, who chairs the ABA Marketing Network, advises focusing on the benefits your speech can bring to the bank: "Make sure you toot your own horn. Tell people this is what you do and why you should do business with us." No matter if you're addressing a grade school, university class, Rotary Club, or group interested in lending programs, such as small-business owners and entrepreneurs: Your presence will pay off. "Your talk helps raise their awareness, focuses their attention on your bank and can result in business down the road."

Remember, too, that your words aren't the only thing people are relating to while you talk. Try to dress appropriately for your audience: suits if they wear them, casual clothes if not. Johnson remembers a conference five years ago where someone noticed that her lipstick was too dark. "It was distracting. So I changed It." Remember, people take in everything, from your clothes to how you stand. So make sure you decide--and let the organizers know ahead of time--whether or not you want to use a podium (gripping it can stop you from talking with your hands), audio-visual equipment, teleprompter and the like.

Above all (and hard as it may be), relax! "Whomever you are speaking to, the audience wants you to succeed and they want you to do well," Johnson stresses, "They aren't trying to catch you, but to learn from you."

That's why she suggests that anyone giving a talk be very comfortable with the content. "Know the stuff, try to outline it so it's in your mind. And try not to look down and up," she advises. The same goes for writing out a speech, then reading it verbatim. "You'll look and sound stiff." And even if you're fortunate enough to have a speechwriter, you need to be familiar with the text and make sure it sounds like you. Otherwise you'll come across as stilted--and may also be at a loss during the question and answer period.

And when it comes to the question period, make sure you have a few questions up your sleeve. You may need to throw them out to the group, as in "I've been asked in the past Finally, don't be afraid to follow where the questions lead. Sometimes the fruit of those discussions is better for your bank's image than all your carefully prepared text might be. If your listeners seem to be getting value from the discussion, let it continue. In the end, everyone will benefit from your flexibility.

Please use the postage-free Reader Opinion Card provided in this issue or leave a message at [phone]. You can also send comments by e-mail to [e-mail].

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www.aba.com/members+only/comm+tools/ct_speeches.htm

Sample speeches are available to ABA and ABA-MN members only at the link above. Just another great reason to became a member!

RELATED ARTICLE: Sidebar

Speechless? There's Help at the ABA Website

All ABA member banks and their employees can access the ABA website's Communications Tools area, where you'll find a guide to crisis communications, plus talking points on subjects ranging from the economy, identity theft and privacy to corporate governance and home ownership. Sample speeches and quick bank facts are also available to enhance speech preparations.

Bankers faced with classroom speeches--whether to children, teenagers, college-age students or adults--may also want to check out the Bankers Resources area of aba.com's Consumer Connection; it offers a variety of resources geared to all ages and levels of financial literacy.

Lee Fleming is associate director of ABA Creative Services in Washington, D.C. She has been writing speeches since 1986.