Ch12 instructor

© 2010 Thomson South-WesternInstructor Only Version

CHAPTER 12CHAPTER 12

Business Business PresentationsPresentations

Chapter 12, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e

Getting Ready for an Getting Ready for an Oral PresentationOral Presentation

Know your purpose.

What do you want your audience to believe, remember, or do when you finish?

Aim all parts of your talk toward your purpose.

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Chapter 1, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 12, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e

Getting Ready for an Oral Presentation

Identifyyour

purpose

Understandyour

audience

Organizethe

conclusion

Organizethe

body

Organizethe

introduction


Getting Ready for an Getting Ready for an Oral PresentationOral Presentation

Understand your audience.

Friendly, neutral, uninterested, hostile?

How to gain credibility?

How to relate this information to their needs?

How to make them remember your main points?

© STOCKBYTE / GETTY IMAGES


Organizing ContentOrganizing Content

Capture attention in the introduction. Grab listeners’ attention and get them

involved by opening with a promise, story, startling fact, question, quotation, relevant problem, self-effacing story, or some other tactic.

Identify yourself and establish your credibility.

Preview your main points.


Succeeding With Succeeding With Four Audience TypesFour Audience Types

Friendly Neutral Uninterested Hostile

Click icon for more details. Adobe Acrobat 7.0 Document


A Promise“By the end of my talk, you will . . . .”

Drama—tell a moving story; describe a problem.

Eye contact—command attention by making eye contact with as many people as possible.

Ten Techniques for Getting Ten Techniques for Getting Your Audience’s AttentionYour Audience’s Attention


Movement—leave the lectern area. Move toward the audience.

Questions—ask for a show of hands. Use a rhetorical question.

Demonstrations—include a member of the audience.

Samples, gimmicks—award prizes to volunteer participants; pass out samples.



Visuals—use graphics and other visual aids.

Dress—professional dress helps you look more competent and qualified

Appeal to the audience’s self-interest—audience members want to know, “What's in it for me?”




Organize the body logically.

Develop two to four main points. Streamline your topic and summarize its principal parts.

Arrange the points logically by a pattern. Prepare transitions to guide the audience. Have extra material ready. Be prepared

with more information and visuals if needed.


Summarize in the conclusion.

Summarize your main themes. Provide a final action-oriented focus that

tells listeners how they can use this information or what you want them to do.

Include a statement that allows you to depart the podium gracefully and leaves a lasting impression.


Patterns for Organizing the Body of Your Presentation

Pattern ExampleChronology Describe the history of a problem,

organized from the first sign of trouble to the present.

Geography/ space

Arrange a discussion of the changing demographics of the workforce by regions, such as East Coast, West Coast, and so forth.

Topic/function/ conventional grouping

Organize a report discussing mishandled airline baggage by the names of airlines.


Pattern ExampleComparison/ contrast (pro/con)

Compare organic farming methods with those of modern industrial farming.

Journalism pattern

Explain how identity thieves ruin your good name by discussing who, what, when, where, why, and how.

Value/size Arrange a report describing fluctuations in housing costs by house value groups (houses that cost $100,000, $200,000, and so forth).

Importance Organize from most important to least important the reasons a company should move its headquarters to a specific city.


Pattern ExampleProblem/ solution

Discuss a problem followed by possible solutions.

Simple/ complex

Organize a report explaining genetic modification of plants by discussing simple seed production progressing to complex gene introduction.

Best case/ worst case

Analyze whether two companies should merge by presenting the best case result (improved market share, profitability, employee morale) opposed to the worse case result (devalued stock, lost market share, employee malaise).


Supporting Your Main Points*

Type Use Comments

Example IllustrateClarifyAdd interest

Introduce in groups of two or three. Consider preceding or following with relevant story.

Story Prove pointIllustrate

Adapt to audience.Must support thesis.Control length.

*Supplementary lecture. Not included in textbook.


Type Use CommentsQuotation Prove point

Add credibilityAdd interest

Cite source.Paraphrase or read verbatim.Follow up with restatement or explanation.

Comparison Improve understandingAdd figurative interest

Link familiar with unfamiliar.Be sure comparison or analogy is valid.

Statistics Prove pointAdd credibility

Link to audience needs.Use sparingly; round off.Support with visuals, handouts.


Worst- and best-casescenarios

Worst- and best-casescenarios

Personalizedstatistics

Personalizedstatistics

Personalanecdotes

Personalanecdotes

SimilesSimiles

MetaphorsMetaphors

AnalogiesAnalogies

Building AudienceBuilding AudienceRapport withRapport with

Effective ImageryEffective Imagery

Building AudienceBuilding AudienceRapport withRapport with

Effective ImageryEffective Imagery

Building Rapport Like a Pro Building Rapport Like a Pro


Building Rapport Like a ProBuilding Rapport Like a Pro

Effective Imagery

Analogy – a comparison of something familiar with something unfamiliar

To understand how the heart is divided, imagine a house with two rooms upstairs and two downstairs.



Effective Imagery

Metaphor – an implied, nonliteral comparison

The old office building became a money pit.

Simile – a comparison that includes the words like or as

His mind works like a computer.



Other Ways to Connect With Your Audience

Personal anecdotes Personalized statistics Worst- and best-case

scenarios


Using Verbal Signposts to Transition

As you can see, we have twoprimary reasons explaining . . .

Summarizing

PreviewingNow let's look at three reasonsfor . . .

My next major point focuses on . . .

Let me review the two major factors I've just covered. . .

SwitchingDirections

I've just discussed three reasons for X. Now I want to move on to Y.

Up to this point, I've concentratedon . . .; now let's look at another significant factor . . .


Sending Positive Sending Positive Nonverbal MessagesNonverbal Messages

Look professional. Animate your body. Punctuate your words. Use appropriate eye contact. Get out from behind the podium. Vary your facial expressions.


Objectsfor

demonstration

Objectsfor

demonstration

VideoVideo

Flipchartsor

whiteboards

Flipchartsor

whiteboards

HandoutsHandouts

TransparenciesTransparencies

Multimediaslides

Multimediaslides

Enhancing YourEnhancing YourPresentationPresentationWith VisualWith Visual

AidsAids

Enhancing YourEnhancing YourPresentationPresentationWith VisualWith Visual

AidsAids


Pros Cons

Easy to prepare, update, and use

Readily availableequipment

Easy to prepare, update, and use

Readily availableequipment

May seem outdated Holds speaker

close to projector Poor photo repro-

duction

May seem outdated Holds speaker

close to projector Poor photo repro-

duction

Professional effect

Graphic options Easy to make and

update

Professional effect

Graphic options Easy to make and

update

Requires costly equipment andpractice to use

Equipment mayfail

Requires costly equipment andpractice to use

Equipment mayfail

Medium

Multimediaslides

Multimediaslides

TransparenciesTransparencies

Characteristics of Visual AidsCharacteristics of Visual Aids


Encourages audienceparticipation

Enhances recall

Encourages audienceparticipation

Enhances recall

Risks unauthorized duplication andloss of audiencecontrol

Risks unauthorized duplication andloss of audiencecontrol

Inexpensive Easy to create,

modify, orcustomize on thespot

Inexpensive Easy to create,

modify, orcustomize on thespot

Requires talent Difficult to see Cumbersome to

transport

Requires talent Difficult to see Cumbersome to

transport

Pros ConsMedium

HandoutsHandouts

Flipchartsor

whiteboards

Flipchartsor

whiteboards



Accurate portrayal of content

Suggests serious preparation

Accurate portrayal of content

Suggests serious preparation

Expensive to create and update

Incompatibilityissues

Expensive to create and update

Incompatibilityissues

Realistic effects Increases audience

participation

Realistic effects Increases audience

participation

Extra work and expensive to trans-port and replace

Limited use withlarge audience

Extra work and expensive to trans-port and replace

Limited use withlarge audience

Pros ConsMedium

VideoVideo

PropsProps



Preparing a Visually Appealing Preparing a Visually Appealing PowerPoint PresentationPowerPoint Presentation

Analyze the situation and purpose.

Live presentation? Self-running presentation? Saved on server for anytime viewing?

Analyze the situation and purpose.

Bold colors? Animation? Sound effects? Bells and whistles?



Adapt your text and color selections.

6-x-6 rule: Maximum of six bullets per screen, six words per bullet

Combine harmonious colors, borders, bullet styles, and fonts.

Use light text on dark background for darkened rooms.

Use dark text on light background for lighted rooms.


Translate major headings into slide titles.

Use blueprint slides strategically.

Build bullet points with short phrases.


Organize your slides.


Create a template to serve as background.

Avoid visual clichés; find a fresh template that complements your purpose.

Choose layout and design options.

Compose your slideshow.



Alter layouts by repositioning, resizing, or changing fonts.

Consider adding variety and pizzazz but don’t overdo it.

Numeric information is easier to understand when shown in graphs and charts.




Create a slide only if it• helps audience follow your ideas• highlights points you want audience to

remember• introduces or reviews key points• provides a transition between points• illustrates and simplifies complex

ideas.




Use PowerPoint’s Slide Sorter View to rearrange, insert, and delete slides.

Edit wording to achieve parallel form. Strive for conciseness and precision. Check for spelling, grammar, and

punctuation. Are color choices visually appealing?


Revise, proofread, and evaluate your slideshow.


Allow plenty of time to set up and test equipment.

Always bring backups. Consider transferring your presentation

to a CD or a USB flash drive. Look at the audience, not the screen. Do not read from a slide. Paraphrase.


Use PowerPoint effectively.


Leave the lights as bright as possible. Use a radio remote control to advance

slides. Use a laser pointer to highlight slide

items. Don’t rely totally on your slides.

Remember that the audience came to see and hear you.


Use PowerPoint effectively.


If you are using a slideshow, practice thoroughly so that you can speak extemporaneously without notes.

If you are speaking without a slideshow, use notes but try to talk to the audience conversationally.

Beware of reading from a script: BORING!

Polishing Your Delivery Polishing Your Delivery and Following Upand Following Up

Delivery Method


Stage Fright SymptomsStage Fright Symptoms

Dry throat Unsteady voice Trembling hands Tied tongue Wobbly knees

Stomach butterflies

Pounding heart

Shortage of breath

Sweaty palms


Combating Stage FrightCombating Stage Fright

Just before you begin to talk, take some deep breaths.

Convert your fear into anticipation and enthusiasm.

Select a familiar, relevant topic.

Prepare 150 percent. Use positive self-talk.


Shift the focus from yourself to your visual aids.

Ignore stumbles; keep going. Don't admit you're nervous. Feel proud when you finish. Reward yourself.

Combating Stage FrightCombating Stage Fright


Putting It All TogetherPutting It All Together

Duringyour

presentation

Beforeyour

presentation

Afteryour

presentation


Prepare thoroughly. Rehearse repeatedly. Time yourself. Dress professionally. Check the room. Greet members of the audience. Practice stress reduction.


AfterDuringBefore


After Before

Begin with a pause. Present your first sentence from

memory. Maintain eye contact. Control your voice and vocabulary. Skip the apologies. Incorporate pauses when appropriate

During



Show enthusiasm. Put the brakes on. Move naturally. Use visual aids effectively. Avoid digression. Summarize your main points.

After Before During



During Before

Distribute handouts. Encourage questions. Repeat questions. Reinforce your main points. Keep control. Avoid Yes, but answers. End with a summary and appreciation.

After


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