Newsletter of the East Bay Chapter of STC
November/December 2004 | Home

Meeting Report: September 2004

by Sue Curtzwiler
EBSTC Visitor, Technical Writer

"Don’t Be a Schmoe with SMEs—and Other Tales of How Becoming a Better Speaker Will Make You a Better Writer"

Marianne Fleischer

Credibility, candor, clout, and caring—otherwise known as the four Cs—will help you prepare for public speaking. Getting the four Cs in order will allow you to stand in front of your audience with authentic presence.

Do you get a few butterflies as you walk to the podium? It’s okay. They came to hear you, so relax. Just take a quick look at your audience and breathe. “Breathe in the audience by making eye contact with three people, sprinkled around the room,” said Marianne Fleischer, principal of Fleischer Communications in San Francisco, at the September EBSTC meeting. “Remember, you are there to give information and take them on a short journey.”

Fleischer presented the EBSTC with great tools for public speaking, working with SMEs (Subject Matter Experts), and technical writing.

Working with SMEs

Liz Miller gives her speech during the interactive portion of the meeting.

When working with SMEs keep these tips in mind:

Credibility – Let the SME know you have the right to be there. You are experienced and you can summarize his or her technical knowledge into something others will read and find useful. Don’t brag.
Candor – Be straightforward and to the point. Keep the subject on queue.
Clout – Earn more clout by changing your attitude about your position. You are a problem solver, an interpreter of technical jargon, and the voice of the company—much more than a wordsmith. Ensure that your SME knows that you have his or her best interest to protect.
Caring – Show you care by being prepared; do some research on the product. This demonstrates that you respect the SME’s time and have pride in your work. It sets you up to be accurate and ready to ask great questions. Getting it right the first time will give you the right to work with that SME over and over. If necessary, get permission to use a tape recorder.
When appropriate, give a little praise and make the SME feel important. (Remember, at that moment, the SME is the most important person in your life—you need information.)

Growing Projects into Dream Projects

Fleischer also gave some tips on how to create your own dream projects. When you are on location, be sure to listen to what others are talking about. In other words, keep your ear to the ground. If you pick up a repeated concern, find out more about it and offer a solution. Possible ways to suggest a solution include:

Creating a brochure
Writing a newsletter story
Presenting a skit (for example, about employee safety)
Arranging for an expert to explain something (such as how to invest in 401Ks and other employee benefits)
Writing a presentation

Take the Lead

Be ready to lead a product meeting. This gives you a great opportunity to be in charge. Follow the agenda while still allowing time for open discussion, which provides another chance to listen for problem-solving ideas. When leading the meeting, you can also be the timekeeper. Thus, in one meeting, you will demonstrate leadership, accuracy, and sensitivity to time—exactly the qualities you already possess as a writer. You can carefully let yourself shine without being an annoying glare.

The Mantra

In summary, whether you are writing or speaking, Fleischer advises that you keep this mantra in mind: “I know what I know, I have a right to be here, and I like these people.” Do your research, be ready for discussion, and learn a little about your SME or audience.

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