INTRODUCTION
It’s not uncommon for conferences and webinars to have speakers present together in a panel format. Unfortunately, many panel discussions don’t spend enough time talking about the main subject, spend too much time talking about one topic, run too long and/or are boring.
Do you know whose fault that is? It’s the moderator’s. We previously provided tips on how to avoid giving a bad presentation (Part 1 and Part 2). Now, here are tips on how to be a good panel moderator and avoid the dreaded label, “death by panel.”
DEVELOP QUESTIONS AND ASSIGN THEM IN ADVANCE
To ensure the panelists are best prepared, you should develop all the questions you plan on asking and send them to the panelists at least 1-2 weeks before the event. A few questions may be universal for all panelists, but most should be tailored to each of the panelists.
When you send the questions, you can get feedback from the panelists, including how they may want the wording changed. Everyone should keep in mind that some questions may not be asked if time runs out, while some questions may be saved in case the audience doesn’t ask any questions at the end.
HOST A PRE-EVENT MEETING
This meeting can be optional if you are able to settle everything via email. However, it can be helpful that you host a pre-event meeting to go over the flow of the discussion and how you plan on leading it. For example, you may mention that you will read everyone’s bios so that each panelist doesn’t have to, or you may explain how you will have extra questions ready in case the audience members don’t ask any.
DO NOT ASK EVERY PANELIST EACH QUESTION
One of the reasons why panels can be boring and/or run long is because the moderator makes every panelist answer every question. Usually, one panelist answering each question is enough, especially as you are tailoring your questions. For your universal questions, it’s fine to have some but not all of the panelists give answers. Of note, how many times have you heard a panelist say, “I echo what [name of the previous panelist] said”? That’s an indication that they’re not going to add anything new.
In your pre-event meeting, let the group know that they are welcome to chime in with their own perspective on any question, but that you will not seek additional answers otherwise.
BE AN ACTIVE PARTICIPANT
Perhaps a couple of times during the panel, you may provide your own thoughts on a question, but keep it very brief. For example, you may lead off a question by presenting some high-level, 10,000-foot point of view, and then turn it over to the panelist to dig deeper.
Sometimes, a panelist will answer a question that will prompt you to ask a follow-up question, and that’s perfectly acceptable. It makes the Q&A more of a conversation, and the audience will be more receptive to it.
As you can, incorporate transitions between questions. Even something as simple as, “That’s a good point, and it brings me to my next question” is better than abruptly spewing out the next question.
STAY ON TIME
Watch the clock. Try not to allow panelists to provide more answers as the end of the time approaches, and don’t ask a new question with only a minute or so remaining. You can always say, “We have just five minutes remaining. Really quickly, tell us your final thought on [topic].”
If you were planning on allowing questions from the audience, then make sure to end the panel discussion on time so that the audience gets their full allotment of time. As you approach the end of the Q&A segment, do not try to solicit more questions from the audience if you only have a minute or so remaining. It’s always better to wrap up early vs. late.