VI. How we moderate panel sessions

Many executives either overestimate the role of a moderator or on the flip side, underestimate the importance of this responsibility. But ultimately, the moderator’s performance determines the success of a panel or conference.

To start, a moderator must understand the purpose of the event, the objective of the panel, the likely contributions of the panelists as well as the expectations and composition of the audience. Your job is a simple one: to present the subject, introduce the panelists and elicit the panelists’ views. Your tools are your questions, body language, and if necessary, passed notes.

Do your research. Take time to understand the issues.

Setting the stage for a successful panel can be accomplished through a pre-conference memo or phone call. Set the expectations with the panelists early. Make sure to review the dress, format and the order that the panelists will speak to make them comfortable. Describe the audience and likely subjects that will be discussed. Ask them to avoid prepared statements and make sure that they are willing to energize and respond to each other. It’s a great idea to provide potential questions to panelists ahead of time. And don’t be afraid to pressure the panelists – your job is to elicit their views.

A common mistake is that many moderators fail to introduce panelists appropriately. First, it’s important to remember that the panel members are all selected experts and should be treated with respect. Second, it’s best to avoid reading a long bio. Choose relevant career highlights and tell the audience about these key events. Finally, find something personal to summarize each panelist, which makes them special. For example, “I have been on both sides of the table with him and I’d rather have him on my side.” Or, “He is always a gentleman, model, world’s best expert,” etc. There is nothing wrong with a little flattery or humor and the audience appreciates remarks that reveal the speaker’s personality.

A moderator must set the parameters for the panelists. Panelists should almost never be asked to make an opening statement. If the producers want an introductory comment, it should be in the form of an answer to a broad question such as “Give us your vision about…” “Tell us about your experience with…” Or, “What do you see as the future of…?”

Prepare a list of likely questions for yourself and the panelists. Don’t get caught with nothing to ask.

Focus on brevity. A moderator must limit panelist statements. Audience members tune out the panelists who speak for more than a few minutes. Insist on brief answers. Your job is also to keep overzealous panelists from hogging the mike and draw out the quiet ones.

Ask panelists questions that:

Can be asked briefly – “Why does your company…?”
Get to the heart of critical issues – “How will your company respond to…?”
Clarify an interesting point – “Did you say sex was a killer application for the Internet?”
Cannot be answered yes or no – “Why, how, what was your thinking…?”
Provide attendees, including press, with a quantitative sense – “Rate on a scale of one to ten the likely success of…”
Close with a bang – “Give me one word to describe your feelings on this…”

Remember, moderators are not presenters. At most, a moderator should present some appetizers – but they should never pretend to be the main course. A moderator has a subservient role to the needs of the event organizers and the panelists. This means receding from the limelight and letting the panelists shine.