By DAVID BERTOLA
dbertola@bizjournals.com | 716-541-1621

When attending a large-group presentation, it can be irritating to watch the speaker apologize because a computer or projector isn't working.

Didn't he or she plan ahead? Wasn't the equipment checked beforehand?

Your time is valuable. And if you paid $100 or more to hear someone speak, only to watch them do a little tap dance and crack bad jokes about "experiencing technical difficulties," ask for a refund, experts say.

"Those in the room are there to hear an expert, not a bumbling idiot or someone inept with technology," said Michael Pitek of The Pitek Group LLC.

An executive coach who has taught presentation skills for decades, he admits that technology isn't one of his strengths. While checking his presentation flow an hour before taking the stage won't eliminate problems, "they'll be less likely," he said.

Pitek offered the following tips for effective presentations.

Know your audience

Take into account who is being addressed and their interests, backgrounds and what they already may know.

Also, don't assume you know everything about them. Do some research on who will be in the audience.

He said that last year, before administering a five-day leadership training to a group of Catholic Relief Services leaders in Nigeria, he learned about the culture.

"I wanted to know what I was walking into," he said. "As a Westerner going into that group, if you can't be authentic and connect, it can lead to disaster."

Smile and make eye contact

Greeting people by making eye contact is critically important, Pitek said.

"If you can't look at someone, why would they stay engaged with you?" he asked.

But isn't that impossible when addressing a group of 500 in a darkened auditorium?

"Yes, but throw your focus toward the group, not your notes," he said.

Check out the room before you present

Whether it's a standard meeting room or a large auditorium, you need to know what the space is like.

"And as a speaker, you have to fill the space," Pitek said. "If you don't know what it looks like, you won't be able to connect with those who are listening."

Check the presentation equipment, too

"I like to hook it up, have it ready, have my remote with me and a glass of water nearby, as there's no telling when dry mouth may hit," he said.

Rehearsing the presentation can help. And make sure to be ready to go when it's time to go on.

"You shouldn't be getting your notes from the printer and running into the room," he said. "Be ready to engage."

Bring 'yourself' into the room

Sometimes the personalities and unique dynamics that make an individual are lost when presenting.

"Use of humor, or your ease of which you relate to people - all that seems to vanish when people become speakers," Pitek said.

"Most people fear public speaking more than dying; that's because if you die, you don't have to speak!" he joked. "It's a fear so people don't bring themselves up there. Instead, they show only a hollow core."

Say, feel, do and do

Pitek breaks down advice this way.

Say: Figure out what you want to say.

Feel: How do you want the audience to feel when they hear your words?

Do: What call to action should the audience feel compelled to make afterward?

Do: Before you can get them to do something, the speaker has to make them feel engaged. That can happen the moment he or she enters the room. This may mean exuding positive energy and confidence.

"What's my energy level? Am I walking in with energy or a lack of it?," he asked.

Have fun!

Hold the phone. How I can talk about this past year's disastrous financials in a fun way?

Crises, hardships and other problems aren't fun for anyone to address, but the opportunity is taking what is known and creating something better.

"Maybe the actual data isn't good, but if what I said captures where we are now, then we can talk about what we do next. That's where an individual's creativity comes in," Pitek said.