Chapter 12 Business Presentations Essentials of Business Communication

The Benefits of Speaking Well © 2013 Cengage Learning ● All Rights Reserved § Correlate with success and upward mobility depending on how much you enjoy public speaking and how effective you are at it § Rank high on recruiters’ wish lists. § Useful at every career stage. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 2

Successful Oral Presentations © 2013 Cengage Learning ● All Rights Reserved Mary Ellen Guffey

Oral Presentations: Preparation Know your purpose. © 2013 Cengage Learning ● All Rights Reserved § What do you want your audience to believe, remember, or do when you finish? § Aim all parts of your talk toward your purpose. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 4

Oral Presentations: Preparation Know your audience. § Friendly, neutral, uninterested, hostile? © 2013 Cengage Learning ● All Rights Reserved § How to gain credibility? § How to relate this information to their needs? § How to make them remember your main points? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 5

Oral Presentations: Organization The Introduction © 2013 Cengage Learning ● All Rights Reserved § Capture listeners’ attention and get them involved. § Identify yourself and establish your credibility. § Preview your main points. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 6

Capturing the Audience’s Attention § A Promise “By the end of my talk, you will. . ” © 2013 Cengage Learning ● All Rights Reserved § Drama—tell a moving story; describe a problem. § Eye contact—command attention by making eye contact with as many people as possible. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 7

Capturing the Audience’s Attention § Movement—leave the lectern area. Move toward the audience. § Questions—ask for a show of hands. Use a © 2013 Cengage Learning ● All Rights Reserved rhetorical question. § Demonstrations—include a member of the audience. § Samples, gimmicks—award prizes to volunteer participants; pass out samples. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 8

Capturing the Audience’s Attention § Visuals—use graphics and other visual aids. § Dress—professional dress © 2013 Cengage Learning ● All Rights Reserved helps you look more competent and qualified. § Appeal to audience’s self-interest—audience members want to know, “What's in it for me? ” Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 9

Building Credibility § § © 2013 Cengage Learning ● All Rights Reserved § § Education Work experience Background Years with company or in industry Name of person who asked you to speak Self-confidence Eye contact Clothing Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 10

Oral Presentations: Organization The Body © 2013 Cengage Learning ● All Rights Reserved § Develop two to four main points. Streamline your topic and summarize its principal parts. § Support your main points. § Arrange the points logically by a pattern. § Prepare transitions to guide the audience. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 11

Supporting Your Main Points* Type Example © 2013 Cengage Learning ● All Rights Reserved Story Use Comments Illustrate Introduce in groups of two or three. Clarify Add interest Consider preceding or following with relevant story. Prove point Adapt to audience. Illustrate Must support thesis. Control length. *Supplementary lecture. Not included in textbook. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 12

Type Use Comments Quotation © 2013 Cengage Learning ● All Rights Reserved Prove point Cite source. Add credibility Paraphrase or read verbatim. Add interest Follow up with restatement/explanation. Comparison Improve Link familiar with understanding unfamiliar. Add figurative Be sure comparison or interest analogy is valid. Statistics Prove point Link to audience needs. Add credibility Use sparingly; round off. Support with visuals, handouts. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 13

Patterns for Organizing the Body of Your Presentation Pattern Example Chronology © 2013 Cengage Learning ● All Rights Reserved Describe the history of a problem, organized from the first sign of trouble to the present. Geography/ Arrange a discussion of the changing space demographics of the workforce by regions, such as East Coast, West Coast, and so forth. Topic/function/ Organize a report discussing mishandled conventional airline baggage by the names of airlines. grouping Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 14

Pattern Example © 2013 Cengage Learning ● All Rights Reserved Comparison/ contrast (pro/con) Journalism pattern Compare organic farming methods with those of modern industrial farming. Value/size Arrange a report describing fluctuations in housing costs by house value groups (houses that cost $100, 000, $200, 000, and so forth). Organize from most important to least important the reasons a company should move its headquarters to a specific city. Importance Explain how identity thieves ruin your good name by discussing who, what, when, where, why, and how. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 15

Pattern Problem/ solution Simple/ complex © 2013 Cengage Learning ● All Rights Reserved Best case/ worst case Example Discuss a problem followed by possible solutions. Organize a report explaining genetic modification of plants by discussing simple seed production progressing to complex gene introduction. Analyze whether two companies should merge by presenting the best case result (improved market share, profitability, employee morale) opposed to the worst case result (devalued stock, lost market share, employee malaise). Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 16

Oral Presentations: Organization © 2013 Cengage Learning ● All Rights Reserved § Prepare transitions as “bridge” statements between major points (I’ve just discussed three reasons for X; now I want to move to Y). § Include verbal signposts. § Keep your audience interested and involved throughout the presentation. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 17

Using Verbal Signposts to Transition Previewing © 2013 Cengage Learning ● All Rights Reserved Summarizing Switching Directions Now let's look at three reasons for. . . My next major point focuses on. . . As you can see, we have two primary reasons explaining. . . Let me review the two major factors I've just covered. . . Up to this point, I've concentrated on. . . ; now let's look at another significant factor. . . I've just discussed three reasons for X. Now I want to move on to Y. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 18

Oral Presentations: Organization The Conclusion § Summarize your main themes. § Leave the audience with a © 2013 Cengage Learning ● All Rights Reserved specific and memorable take-away. § Include a statement that allows you to depart the podium gracefully and leaves a lasting impression. § Be prepared to answer questions. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 19

Handling Audience Questions © 2013 Cengage Learning ● All Rights Reserved § Tell audience in the beginning of your presentation that you’ll be taking questions at the end. § Pause at the end of your conclusion before asking for questions. § Keep control. § Call on audience members. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 20

Handling Audience Questions © 2013 Cengage Learning ● All Rights Reserved § Repeat each question before answering. § Direct answers to the entire audience, not just the person who asked the question. § If you don’t know an answer, admit it and offer to find the answer later. Follow up! Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 21

Oral Presentations: Rapport Analogies © 2013 Cengage Learning ● All Rights Reserved Worst- and best-case scenarios Metaphors Building Audience Rapport with Effective Imagery Personalized statistics Similes Personal anecdotes Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 22

Building Rapport Like a Pro Effective Imagery © 2013 Cengage Learning ● All Rights Reserved 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 23

Building Rapport Like a Pro Effective Imagery © 2013 Cengage Learning ● All Rights Reserved § 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 24

Building Rapport Like a Pro Other Ways to Connect With an Audience © 2013 Cengage Learning ● All Rights Reserved § Personal anecdotes § Personalized statistics § Worst- and best-case scenarios Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 25

Oral Presentations: Rapport Sending Positive Nonverbal Messages © 2013 Cengage Learning ● All Rights Reserved § § § § Look professional. Animate your body. Speak extemporaneously. Punctuate your words. Use appropriate eye contact. Get out from behind the podium. Vary your facial expressions. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 26

Oral Presentations: Visual Aids Objects for demonstration © 2013 Cengage Learning ● All Rights Reserved Video Multimedia slides Enhancing Presentations With Visual Aids Transparencies Handouts Flipcharts or whiteboards Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 27

Characteristics of Visual Aids Pros © 2013 Cengage Learning ● All Rights Reserved § Professional effect § Graphic options § Easy to make and update § Easy to prepare, update, and use § Readily available equipment Medium Cons Multimedia slides § Require costly equipment and practice to use § Equipment may fail § May seem outdated Transparencies § Hold speaker close to projector § Poor photo reproduction Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 28

Characteristics of Visual Aids Pros © 2013 Cengage Learning ● All Rights Reserved § Encourage audience participation § Enhance recall § Inexpensive § Easy to create, modify, or customize Medium Handouts Flipcharts or whiteboards Cons § Risk unauthorized duplication § Potential loss of audience control § Require talent § Difficult to see § Cumbersome to transport Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 29

Characteristics of Visual Aids Pros © 2013 Cengage Learning ● All Rights Reserved § Accurate portrayal of content § Suggests serious preparation § Realistic effects § Encourage audience participation Medium Cons Video § Expensive to create and update § Incompatibility issues Props § Extra work and expensive to transport and replace § Limited use with large audience Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 30

Selecting the Medium © 2013 Cengage Learning ● All Rights Reserved § Consider the size of the audience and the degree of formality desired. § Consider cost, ease of preparation, and potential effectiveness. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 31

Highlighting Main Ideas © 2013 Cengage Learning ● All Rights Reserved § Focus on major concepts only. § Avoid overkill. Showing too many graphics reduces effectiveness. § Keep all visuals simple. § Make sure visuals add something of value to the presentation. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 32

Ensuring Visibility © 2013 Cengage Learning ● All Rights Reserved § Use large type for slides and transparencies. § Position the screen high enough to be seen. § Don’t include too much information on visual. § Be sure all audience members will be able to see. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 33

Enhancing Comprehension © 2013 Cengage Learning ● All Rights Reserved § Make sure you’re on the right visual. § Don’t rush through visuals too quickly; make sure audience has enough time to digest each slide. § Paraphrase its verbal message; don’t read it. § Elaborate on each bullet point. Give your audience more than the slides provide. § Proofread all visuals carefully. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 34

Practicing the Use of Visual Aids © 2013 Cengage Learning ● All Rights Reserved § Rehearse your talk, perfecting your handling of the visual aids. § Practice talking to the audience and not to the visual. § Test equipment in advance. § Have a Plan B! Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 35

Multimedia Presentations Analyze the situation and purpose. © 2013 Cengage Learning ● All Rights Reserved § Live presentation? § Self-running presentation? § Saved online for anytime viewing? § Sent as a Power. Point show or PDF file? § To be viewed on hand-held devices? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 36

Multimedia Presentations Anticipate your audience. © 2013 Cengage Learning ● All Rights Reserved § § Best colors to use? Animation? Sound effects? Other special effects? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 37

Multimedia Presentations Compose your slideshow. Create a slide only if it does the following: © 2013 Cengage Learning ● All Rights Reserved § Generates interest in what you are saying § 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 Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 38

Multimedia Presentations Choose an appropriate template. © 2013 Cengage Learning ● All Rights Reserved § Templates combine harmonious colors, borders, bullet styles, and fonts. § Select or create a template to serve as background. § Avoid visual clichés; find a fresh template that matches your purpose. § Choose layout and design. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 39

Multimedia Presentations Adapt your text and color selections. © 2013 Cengage Learning ● All Rights Reserved § Darkened rooms: use light text on dark background. § Lighted rooms: use dark text on light background Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 40

Multimedia Presentations Organize your slides. © 2013 Cengage Learning ● All Rights Reserved § Translate major headings into slide titles. § Build bullet points with short phrases. § Use visual elements to help audience understand remember. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 41

Multimedia Presentations Build bullet points. 6 -x-6 rule: Maximum of six bullets per screen, six words per bullet © 2013 Cengage Learning ● All Rights Reserved NOTE: Breaking this rule is sometimes necessary, especially when users will be viewing slides without speaker assistance. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 42

Multimedia Presentations Build bullet points. © 2013 Cengage Learning ● All Rights Reserved § Focus on major concepts only. § Use concise phrases balanced grammatically. § Add graphics to illustrate and add interest. § Avoid using too many transition effects. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 43

Improving Bullet Points © 2013 Cengage Learning ● All Rights Reserved Does not use parallel wording. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 44

Improving Bullet Points © 2013 Cengage Learning ● All Rights Reserved Improves wording and includes an illustration for added interest. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 45

Multimedia Presentations Compose your slideshow. © 2013 Cengage Learning ● All Rights Reserved § Alter layouts by repositioning, resizing, or changing fonts. § Consider adding variety and pizzazz but don’t overdo it. § Use graphs and charts to make numeric information easier to understand. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 46

Multimedia Presentations Revise, proofread, and evaluate the slides. © 2013 Cengage Learning ● All Rights Reserved § Use Power. Point’s Slide Sorter View to rearrange, insert, and delete slides. § Strive for clarity and conciseness. § Edit wording to achieve parallel form. § Check for spelling, grammar, and punctuation. § Make color choices visually appealing. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 47

Multimedia Presentations Use Power. Point effectively. © 2013 Cengage Learning ● All Rights Reserved § Prepare and practice thoroughly. § 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 48

Multimedia Presentations Use Power. Point effectively. © 2013 Cengage Learning ● All Rights Reserved § Know your material. § Look at the audience, not the screen. § Allow audience time to absorb the information. § Do not read from a slide. Paraphrase. § Leave the lights in the room as bright as possible. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 49

Multimedia Presentations Use Power. Point effectively. © 2013 Cengage Learning ● All Rights Reserved § 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 50

Oral Presentations: Delivery Method © 2013 Cengage Learning ● All Rights Reserved § 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 your notes: BORING! Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 51

Oral Presentations: Delivery Stage Fright: Symptoms © 2013 Cengage Learning ● All Rights Reserved § Stomach butterflies § Pounding heart § Shortage of breath § Sweaty palms § § § Dry throat Unsteady voice Trembling hands Tied tongue Wobbly knees Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 52

Combating Stage Fright © 2013 Cengage Learning ● All Rights Reserved § § Select a familiar, relevant topic. Prepare 150 percent. Use positive self-talk. Convert your fear into anticipation and enthusiasm. § Take a sip of water if your throat is dry. § Shift the focus from yourself to your visual aids. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 53

Combating Stage Fright © 2013 Cengage Learning ● All Rights Reserved § Realize that it’s okay to make an occasional mistake. § Ignore stumbles. Don’t apologize—just keep going. § Don't tell the audience that you're nervous. § Feel proud when you finish. § Reward yourself. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 54

Practicing Your Presentation © 2013 Cengage Learning ● All Rights Reserved § Begin by reading your presentation aloud. § Deliver the presentation in front of a mirror using your notes and wearing your presentation outfit. § Deliver the presentation to a friend using your notes. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 55

Practicing Your Presentation © 2013 Cengage Learning ● All Rights Reserved § Practice in front of a small group using your notes. § Ask for honest feedback. § Record or videotape yourself. § Time yourself. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 56

Putting It All Together © 2013 Cengage Learning ● All Rights Reserved Before your presentation During your presentation After your presentation Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 57

Putting It All Together Before © 2013 Cengage Learning ● All Rights Reserved § § § § During After Prepare thoroughly. Rehearse repeatedly. Time yourself. Dress professionally. Check the room. Greet members of the audience. Practice stress reduction. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 58

Putting It All Together Before © 2013 Cengage Learning ● All Rights Reserved § § § During After Begin with a pause. Present your first sentence from memory. Maintain eye contact. Control your voice and vocabulary. Skip the apologies. Put the brakes on. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 59

Putting It All Together Before © 2013 Cengage Learning ● All Rights Reserved § § § During After Incorporate pauses when appropriate. Move naturally. Use visual aids effectively. Avoid digression. Summarize your main points. Show enthusiasm for your topic. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 60

Putting It All Together Before © 2013 Cengage Learning ● All Rights Reserved § § § § During After Distribute handouts. Encourage questions. Repeat questions. Keep control. Reinforce your main points. Avoid Yes, but answers. End with a summary and appreciation. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 61

“Speech is power: speech is to persuade, to convert, to compel. ” © 2013 Cengage Learning ● All Rights Reserved --Ralph Waldo Emerson American philosopher, lecturer, essayist, poet Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9 th Edition Chapter 12, Slide 62