It is usually a painful truth that if you give a small child a present they will be much more attracted to the wrapping than the contents. But in a very busy world this is also how many people tend to gather information. In order for them to be motivated to look at something they first need to be attracted towards it.
Presentation is everything and good PR is about understanding this. We are bombarded by so much information we naturally look to filter out what is not relevant or interesting to us. As such, you might have something of great interest to impart but unless it is packaged up in a way that will grab the attention it is likely to be overlooked or discarded.
Whatever the message, be it a launch, an idea, facts and figures, an individual, or even an organisation, the message needs to be presented in the right way.
As such a press release or report should have a gripping headline or one that encapsulates the story, but if this is overblown it will lessen the impact and have the reverse effect to what is intended. It is crucial to let the facts or data come through to support the announcement, but if they don’t fit the story you are trying to tell, it may be that it is the wrong story.
In PR terms presentation also means being aware of who is presenting it and to whom. Obviously, sounding miserable or impatient when speaking on the phone will not usually get results, but neither does being overfriendly or waffling. Audiences and the media who serve them are time-poor and need to understand they are receiving the message because it is interesting to them.
Face to face it is important to remember that you are presenting the story but you yourself are not (usually) the story. If in doubt, always be more conservative and this way you won’t distract from the message that needs to be conveyed.
In order to get people to stop and look at what they are being given it needs to be presented in a way that fits in with them. It has never been enough to simply issue an announcement and expect it to be noticed, but now more than ever presentation is the key.