May 2002

by Edward J. Barks

What can you do in five minutes? You could hustle downstairs to the coffee shop for a cup of java and a bagel. You could glance through today's sports pages. You could chat with your co-workers about your weekend plans.

Or, you could appear as a witness before a government panel. The fact is, that scant five minute block is often all you have to get your message across in a public forum.

That's why I advise my clients to utilize the Five Minute Approach when testifying before public bodies. The Five Minute Approach dictates that your oral statement contains a magnetic message - one that listeners will find irresistible - and that you capitalize on your delivery style to assert control over the proceedings.

Furthermore, it assures that you will not run over your allotted time. This happens all too often, resulting in a grumpy chairperson and an embarrassing need for the witness to either rush or omit the conclusion.

Organizations send their top brass to testify before government bodies for a variety of reasons. Major trade associations appear before Congress to further their members' public policy goals. Environmentalists speak up before state regulators in favor of smart growth. Small businesses attempt to persuade local boards to hire their firm as a contractor. Testifying is a powerful means of cutting through the bureaucracy and red tape.

Oftentimes, you get only five minutes to plead your case, no matter how complex the issue. Sure, you can submit all you want in writing.

But ask yourself this: How many local planning commissioners know how to read a blueprint in any depth? How many members of Congress have the time to pore over the mind-numbing specifics of your written testimony? How many harried state officials can recite details from your formal submission? I think we can hold those meetings in a phone booth.

Both the public relations staff and the technicians - lawyers, scientists, and researchers - play valuable roles when preparing clients for appearances before public officials. I believe in working closely with both parties when crafting a testimony training session.

If you remember only one tip from this column, let it be this: Develop your oral statement entirely apart from your written testimony. When time comes to draft that oral statement, make sure your public relations team leads the way. They are the authorities at weaving words and ideas into a cohesive message.

Here's the key: You only have five minutes to drive home your main ideas. Every word is precious. The Five Minute Approach provides the discipline needed for a virtuoso performance while giving you the power to take charge.

Broadcasting a magnetic message in dynamic style allows you to assert control. This means no reading from the dry verbiage of your written testimony; no rushing in a vain attempt to squeeze more words into less time; and no belaboring the dense charts and graphs that may be salted throughout your written submission.

Practicing to perfection is also vital if you want to assert control. I advise my clients to stage a mock hearing for rehearsal purposes once they have finalized a draft set of oral remarks.

Five minutes is not a lot of time to advance your public policy objectives or land that lucrative government contract. By using the Five Minute Approach, you can maximize your opportunities when appearing before public officials.