Keys to a winning webinar: planning and practice are keys to a standout Web conference.

• Author: Winter, Mary
• Position: TOOLS OF THE TRADE

Web cameras are standard equipment in most statehouses--more than 40 legislatures now live-broadcast at least one chamber's floor proceedings on the Internet. A close cousin of the webcast--the webinar, or Web conference--has also become a part of our daily lives. Although both are powerful communication tools, webinars are also interactive--audiences can converse in real time with the webinar hosts.

There are many variations of webinars, but generally, one or more presenters give a talk, accompanied by PowerPoint slides, while audience members in scattered locations watch and listen on computers, tablets or smartphones.

The advantages of webinars over face-to-face seminars start with major cost and time savings--no venue is needed, and no one has to travel (both also good for the environment). Webinars potentially can reach millions of people, and most are archived so they can be viewed later, anytime, anywhere, or searched for specific content.

Creating a webinar doesn't require a Ph.D., but creating a good one does require planning and practice. Few things are worse than a boring webinar. Below are a few pointers on how to create the opposite--an engaging session that leaves attendees wishing it hadn't gone by so quickly.

What's a Good Topic?

Topics generally present themselves. Sometimes they cover policy subjects--understanding the complexities of the budget, education finance or health care, for example. Foundations and nonprofits often create webinars to update members on a particular program's progress or new government regulations. NCSL policy experts frequently host webinars that keep lawmakers and legislative staff abreast of topics ranging from drones to tele-health to state tax policies.

Is a Webinar the Right Medium?

Consider your audience, the subject and the time you'll need to cover your topic. Your topic should be fairly narrow, such as "Hugging the Cactus: How to Deal With the Media" or "Private-Public Partnerships in School Breakfast Programs." People have relatively short attention spans in a webinar setting, so if the topic can't be covered in an hour--some experts say two--a webinar is probably not the best medium.

Who Does What?

The organizer or host, presenter(s) and assistants are the main players. The host is in charge. He or she picks the topic, finds the presenters, reviews the script and slides, and oversees marketing, registration and logistics. The host usually introduces the presenter and moderates...