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Craft of Communication’s theatre-based techniques have proved to be popular and highly effective in helping Managers and Executives to develop their Communication Skills. Set up in 2002 by John Abulafia, the international theatre and opera director, we now have over 130 clients in 53 sectors. The disciplines of Performance, and a deep understanding of the psychology of Audiences, Leaders and Teams, provide the bedrock of our training - whether we are working with groups or one-to-one.



Video Conferencing

This one day course is designed for executives and company spokespersons who want to learn the skills and technical knowledge required to use Video Conferencing to maximum effect. These same skills will also help executives’ make a greater impact on Corporate Videos.

This is designed for executives and company spokespersons who want to learn the skills and technical knowledge required to use Video Conferencing to maximum effect.

The training is in five modules. Depending on the size of the group, the training session can be delivered in a single day.

The training aims to ensure each participant acquires

  • An understanding of the dynamics of the Speaker Audience relationship
  • How the camera alters and distorts these dynamics.
  • An understanding of audience psychology.
  • Effective techniques for chairing, managing and controlling a Video Conference.
  • Effective use of Voice when on camera.
  • Techniques for using slides in a Video Conference.
  • Techniques for managing Q & A sessions in a Video Conference.
  • Techniques for managing a variety of Video Conferencing setups: one to one, one to a group, one a series of individuals at different locations, managing a combination of audiences – both one watching live in a conference room or on a screen.

Module One explores the Speaker-Audience Relationship using live demonstration and games to introduce theories and techniques drawn from theatre and psychology.


In Module Two, the workshop participants put these techniques into practice. In the process, each receives individual coaching while the group as a whole experience at firsthand how small changes to posture and breathing can completely alter the way they perceive a speaker and hear their message. The techniques learned help all participants to:
  • Get the attention of an audience.
  • Keep the attention of the audience.
  • Maintain their confidence when communicating with audiences.
  • Communicate their ideas and message with enhanced authority.
  • Keep control of the agenda and situation.

Module Three explores how a camera changes the Speaker-Audience relationship. Participants experience at first hand how the speaker’s relationship to the camera alters, and often distorts, their communication to an audience.
They learn techniques to help them to manage the Speaker-Camera relationship. These are the same techniques that enable TV performers - actors, newscasters, weather forecasters and correspondents - to appear relaxed and authoritative on the screen.


In Module Four participants put these techniques into practice on camera. In the process, each receives individual coaching while the group as a whole experience at firsthand how, using the techniques from Module Three, help speakers to relate effectively with their audience on the other side of the screen.

The goal of Module Four, and the whole workshop, is that speakers should be able

  • Get the attention of an audience when on camera as well as live.
  • Keep the attention of the audience when on camera as well as live.
  • Maintain their confidence when communicating with audiences when on camera as well as live.
  • Communicate their ideas and message with enhanced authority when on camera as well as live.
  • Keep control of the agenda and situation when on camera as well as live.
  • An understanding of the best placing for the camera in relation to the speaker.






Client Feedback 1:

"Excellent course - an interesting throughout the two days. Would definitely recommend it to others in sales team!"
"The course was absolutely brilliant with John being a great teacher."
"John had some amazing tips and was charismatic and enthusiastic."
"Really good course - especially as it was interactive and personalised. I am considerably more confident about presenting and with customers."

Feedback from April 2009 Communications course for L'Oreal Sales Team.

Client Feedback 2:

"I thought John A's session was absolutely wonderful - insightful, interesting, fun, pragmatic and instant applicable."
"His games are such a quick way to learn and so much more immediate than the usual lecture."
"I thought he was fantastic and could have listened to him all day."
"I thought the way John taught was wonderful, especially the way he gave live examples."
"I felt very privileged to have learnt some hints and tips from someone who has taught both opera stars and the Police - 10/10!"

Feedback from April 2008 symposium on Communication in Marketing run by HEDRON.

“Mr President, I apologise for the inordinate length of this letter. If I had had more time it would have been shorter.”

WINSTON CHURCHIL TO PRESIDENT ROOSEVELT 1943