Panel discussions don’t have to be choring (a boring chore). They can actually be entertaining (!) discussions where the audience learns something. If you can learn to lead them well, you’ll be a star. Plus, in our overly-conferenced world these opportunities can enhance your reputation in a big way.
The first step: Lose the word “moderator” from your vocabulary. Banish it. There’s nothing moderate about what you are aiming to do. Instead, think of yourself as an energizer, a catalyst for fascinating conversation.
There are three things you need to know before you can lead a panel: Your subject, your panelists, and your questions.
But before I get to that, remember these basics:
–Keep it short. The ideal panel is 45 minutes long, followed by a 15-minute Q&A. If it’s good you’ll leave the audience hungry for more. If it’s bad, at least it didn’t suck up the entire morning or afternoon.
–The ideal number of participants is 4 or 5, plus you. I tend to book five guests thinking one will drop out. If the panel is any larger no one gets enough time.
–No PowerPoint or slides! They take up time (has there ever been a panel where the slide projector actually worked?) and monopolize attention. If a panelist insists on props, remind him or her that Show + Tell is much more surprising. And fun.
Pre-Panel-Prep
Take the time to talk to the panelists individually before the event. If you introduce yourself by email include the date, time, location of and directions to event and remind them when to show up. Also, ask panelists to send you their current bios (don’t take an out-of-date one off the web).
Let them know about the other panelists and then get the measure of what they’ll offer. Send them pointed questions that they can prepare for. Tell them what you want (i.e., no prepared speeches, please), and spontaneity is crucial to keeping these events bubbling along. Oh, and one more thing: remind them to be provocative.
Once In The Room…
As Energizer, you must:
- Ensure there is no dead air. Invite everyone to jump in when they have something to say. Also, if you can make the audience smile in your Introduction, you’ve already won them over. As Guy Kawaski says: “The funnier you are, the more people will think you’re smart because it takes great intelligence to be funny.”
- Accentuate conflicts. Don’t pick fights, but never miss an opportunity to foment a battle. If you know there are two opposing panelists, invite them to duel it out (friendly fire is better than full on assault) on stage. The audience will love you for it. Also, never say, “I agree with ….” Your role is to disagree and provoke. I can’t stress this enough.
- Watch the clock. If one panelist drones on, cut him or her off gently. Say something like: “I think that question’s been answered. In the interest of time, let’s move on.”
- Keep everything on the table, or do away with the table entirely. As Energizer, you must tell the truth when possible and try to cut through any jargon or hot air. The audience will appreciate it. More prosaically, let the audience see the panelists. Sit them on stools—not behind a table—and sit with them. Also position the chairs as close to the audience as possible. This energizes the room. A slight semi-circle is cozier than a straight line.
Invite The Audience In
You don’t have to wait until the end for questions. One way of getting the audience involved from the get-go is with a show-of-hands poll.
If your panel has entrepreneurs, say, consider asking audience members to stand up and pitch their idea for 30 seconds and then ask the panelists to judge it. If the panel is about advertising, you could show slides of each panelist’s work and have the audience rate it by applause.
In the Q&A period be sure to give all of the panelists a shot at answering a question. Not everyone on the panel needs to weigh in. Your goal should be to get in as many audience Qs in as possible.
Afterwards
Hand written notes are a nicer way of saying ‘thank you’ than emails these days. And be sure to share feedback, if any, with each panelist. You never know when you’ll need to call on them again.