Presentation Lessons from Brian Williams

To the youngest generations, nightly news programs may seem like the next medium on the chopping block after newspapers in this era of rapid change throughout all media. Despite this assumption, during the week of April 2, NBC Nightly News had about 7.9 million viewers, making it the highest rated news program on primetime television. Much of that success can be attributed to Brian Williams, NBC’s resident anchor since 2004. The following are a few lessons we can learn from the venerable news anchor.

One of the most important qualities Williams embodies is trustworthiness. Audiences tune in to watch him specifically, and actively choose him over the other two options for a primetime news anchor (CBS’s Scott Pelley and ABC’s Diane Sawyer). “People see Brian now as a destination,” said executive producer, Bob Epstein. “That flies in the face of everything that’s been reported about the demise of network television.” People trust him, and that much is evident through the fact that he anchors the most viewed evening news program. Audiences believe in what he has to say and how he says it. They connect with Williams because of what the LA Times calls his “sober yet accessible” demeanor.

Trust is an essential component of a presentation. In fact, it may be the most important element of a presentation because it is imperative to have that solid connection between audience and presenter. Without trust, the audience won’t believe what you have to say, and they will immediately write you off and turn their attention to other things. Be credible and genuine. People know the difference between a phony and an authentic.

Williams is also skilled on how to market himself, and often thinks outside the box to do so. On Halloween last year, NBC’s Rock Center with Brian Williams premiered. The show is a newsmagazine program that features longer, in-depth journalism. The show hasn’t been wildly successful thus far, in fact NBC moved it to its third time slot recently, but they are standing behind the show, hoping it becomes timeless like its admired counterpart 60 Minutes. Williams is also a frequent guest of Jon Stewart’s Daily Show and has made guest appearances on 30 Rock and SNL, showcasing his comedic talents.

William’s myriad of professional and personal (he has always regretted not finishing college) experiences apart from journalism help to nuance his character and strengthen his ability to relate to his audience, and vice versa. It’s much easier to relate to someone who you see making a fool of himself on SNL, or arm wrestling while holding his own in conversation with Jon Stewart. With that said, be open to all sorts of experiences and nurture a down-to-earth personality. It is much easier to put yourself in the shoes of your audience if you know what their lives are like. Keeping up to date on news, trends and happenings in the world may seem like an extraneous task, but it’s an important element to creating trust between audience and presenter. You’ll be able to laugh at more jokes, allude to current events in your presentation and connect more fluidly with your audience.

Finally, Brian Williams has said, “A person starts dying when they stop dreaming.” Always strive for bigger and better things. If you continue dreaming about the way things could be and the way you want your life to be, those dreams are much more likely to come to fruition. Never succumb to stagnation (in your life, or in your presentations). 





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