• by August 24, 2000

The ability to deliver effective presentations can make or break a creative career. In a recent survey of advertising executives, 55 percent of respondents cited strong presentation skills as the single most important business asset for a creative professional to possess aside from talent. Specific industry experience ranked second with 23 percent of the response.

The survey was developed by The Creative Group, a specialized staffing service providing marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes responses from 200 advertising executives among the nation's 1,000 largest advertising agencies.

Advertising executives were asked, “Other than creative talent, which of the following is the single most important business skill for a creative professional to possess?” Their responses:

- Strong presentation skills - 55% - Specific industry experience - 23% - General business or financial knowledge - 19% - Management experience - 3%

“The ability to effectively express creative concepts and the methodology behind them is instrumental in securing approval of projects,” said Liz Hubler, executive director of The Creative Group. “While artistic talent is essential, you must also be able to convey your ideas clearly and convince others of their merit.”

Hubler offered the following suggestions for delivering a high-impact presentation:

- “Bottom-line” it. A primary concern for any client or senior executive is how a project will ultimately affect business. Provide specific examples of the results you expect, such as how much the project will increase sales or generate visibility.

- Speak in layperson terms. Your audience may not be familiar with technical or design jargon. Present your ideas in simple, straightforward language.

- Reinforce your message. Some people learn more effectively by what they see, others by what they hear. Make sure your ideas are conveyed both ways. Present graphics that illustrate key points and verbally explain the concepts behind a project that is more visual in nature.

- Entertain your audience. A presentation should never be boring. Use light humor, eye-catching visuals and interesting facts to create a stronger impact.