Plan the Multimedia
恰当采用多媒体技术

With so much technology at our disposal, it may feel almost mandatory to use, at a minimum, presentation slides. By now most people have heard the advice about PowerPoint: Keep it simple; don’t use a slide deck as a substitute for notes (by, say, listing the bullet points you’ll discuss—those are best put on note cards); and don’t repeat out loud words that are on the slide. Not only is reciting slides a variation of the teleprompter problem—“Oh, no, she’s reading to us, too!”—but information is interesting only once, and hearing and seeing the same words feels repetitive. That advice may seem universal by now, but go into any company and you’ll see presenters violating it every day. Many of the best TED speakers don’t use slides at all, and many talks don’t require them. If you have photographs or illustrations that make the topic come alive, then yes, show them. If not, consider doing without, at least for some parts of the presentation.
现在为我们所用的多媒体技术数不胜数，所以觉得怎么也得用幻灯片吧，什么都不用都觉得对有点不起观众。现在大多数人都知道PPT的诀窍：保持简洁；不要把幻灯片做成演讲稿（就好比列出你所要讲的每一点——这些最好写在你手中的小卡片里）；不要把幻灯片上的内容原封不动地大声念出来。除了可能出现类似于使用提词器时会出现的问题之外——“我勒个去她也在照读！”——往往只有最新鲜的信息才能调动人们的兴趣，人们不喜欢重复地看到和听到相同的信息。现在大家应该都很明白这点，但如果去各种公司看看，每天依然有人在演讲时犯这种错误。许多顶尖的TED演讲者不用幻灯片，而且很多演讲内容也不需要它。如果你要展示一些照片或插图使话题更生动的话，那就用吧，否则，至少对于演讲的某些部分来说，尽量别用。

Video has obvious uses for many speakers. Used well, video can be very effective, but there are common mistakes that should be avoided. A clip needs to be short—if it’s more than 60 seconds, you risk losing people. Don’t use videos—particularly corporate ones—that sound self-promotional or like infomercials; people are conditioned to tune those out. Anything with a soundtrack can be dangerously off-putting. And whatever you do, don’t show a clip of yourself being interviewed on, say, CNN. I’ve seen speakers do this, and it’s a really bad idea—no one wants to go along with you on your ego trip. The people in your audience are already listening to you live; why would they want to simultaneously watch your talking-head clip on a screen?
视频对很多讲者都很有用处。恰当地使用视频可以让演讲变得效果非凡，不过也有一些常犯的错误需要避免。视频剪辑需要足够短——如果长于1分钟，你就有可能要失去观众了。特别需注意的是，不要使用企业视频，这看起来像自我宣传或资讯广告，观众其实会自动屏蔽。任何带配乐的视频都可能会让人倒胃口。而且无论如何，别放你自己被什么CNN啊之类采访的视频。我曾看过有演讲者这么做，而且真不怎么样——没人会想要了解你的自大。观众已经在你面前听你现场演讲了，为什么还要同时让他们到看你出现在新闻采访的特写镜头中呢?

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Ultimately I learned firsthand what our speakers have been discovering for three decades: Presentations rise or fall on the quality of the idea, the narrative, and the passion of the speaker. It’s about substance, not speaking style or multimedia pyrotechnics. It’s fairly easy to “coach out” the problems in a talk, but there’s no way to “coach in” the basic story—the presenter has to have the raw material. If you have something to say, you can build a great talk. But if the central theme isn’t there, you’re better off not speaking. Decline the invitation. Go back to work, and wait until you have a compelling idea that’s really worth sharing.
总之，我亲身体会了我们的讲者在这30年里所挖掘出来的东西：演讲的成功取决于这个想法的质量、叙述表达的方式以及演讲者的情感。这和内容有关，而不是演讲的风格或是各种绚烂的多媒体。通过训练，演讲中的小毛病很容易就被剔除，但单靠训练却没办法树立起整个故事和想法本身——演讲者心中必须要有货。如果你有要说的东西，你就可以做出很赞的演讲。不过如果没有一个中心思想，那你最好是别说了。拒绝演讲邀请，回去工作，等到你真正有值得分享的想法再来。