BCPP6e Ch14

Chapter 14
Business Presentations
Business Communication: Process and Product, 6e
Mary Ellen Guffey
Copyright 2008
Business Presentations
Effective Oral Presentations
Building Rapport Intercultural Audiences Organization and Structure Multimedia Presentations Telephone and Voice Mail Skills
Mary Ellen Guffey, Business Communication: Process and Product, 6e
Ch. 14, Slide 2
Preparing Effective Oral Presentations

Know your purpose.
Decide what you want your audience to believe, remember, or do when you finish. Aim all parts of your talk toward your purpose.
Ch. 14, Slide 3
Know your audience.

Analyze the age, gender, education, experience, knowledge, and size of your audience. Decide what organizational pattern, delivery style, and supporting material will work best.
Glowimages / Getty Images
Ch. 14, Slide 4

Organize the introduction.
Capture attention with a promise, story, startling fact, question, quotation, problem, or story. Establish your credibility by identifying your position, expertise, knowledge, or qualifications. Preview your main points.
Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 14, Slide 5
Organize the body of your presentation.
Develop two to four main points. Streamline

your topic and summarize its principal parts.
Arrange the points logically: chronologically,

from most important to least, by comparison and contrast, or by some other strategy. Have extra material ready. Be prepared with more information and visuals if needed.

Organize the conclusion.
Summarize your main themes. Leave the audience with a specific and
memorable takeaway. Tell how listeners can use this information, why you have spoken, or what you want them to do. Include a statement that allows you to leave the podium gracefully.
Ch. 14, Slide 7
Methods for Organizing an Oral Presentation

Chronology
Example: Describe the history of a problem, organized from the first sign of trouble to the present.
Geography/space
Example: Arrange a discussion of the changing demographics of the workforce by regions, such as East Coast, West Coast, and so forth.
Methods for Organizing an Oral Presentation Topic/function/conventional

grouping
Example: Organize a report discussing mishandled airline baggage by the names of airlines.
Comparison/contrast (pro/con)
Example: Compare organic farming methods with those of modern industrial farming.

Journalism pattern
Example: Explain how identity thieves ruin your good name by discussing who, what, when, where, why, and how.
Value/size
Example: Arrange a report describing fluctuations in housing costs by house value groups (houses that cost $300,000, $400,000, and so forth).

Importance
Example: Organize from most important to least important the reason a company should move its headquarters to a specific city.
Problem/solution
Example: Discuss a problem followed by possible solutions.
Ch. 14, Slide 11
Methods for Organizing an Oral Presentation Simple/complex

Example: Organize a report explaining genetic modification of plants by discussing simple seed production progressing to complex gene introduction.
Best case/worst case

Example: 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).
Oral Presentation Outline

Title Purpose
Gain audience attention Involve audience Establish credibility Preview main points Transition Main point Illustrate, clarify, contrast I. INTRODUCTION A. B. C. D. II. BODY A. 1. 2. 3.
Ch. 14, Slide 13
Transition Main point Illustrate, clarify, contrast Transition Main point Illustrate, clarify, contrast
Oral Presentation Outline

B. 1. 2. 3. C. 1. 2. 3. III. CONCLUSION A. B. C.
Ch. 14, Slide 14
Transition Summarize main points Provide final focus, benefits Encourage questions
Building Audience Rapport Like a Pro

Effective Imagery
Analogy
A wiki is similar to a collection of post-it notes.
Metaphor
Simile
Time is a river flowing from the past into the future.

Launching a hedge fund is like buying a lottery ticket.
Ch. 14, Slide 15

Effective Imagery
Personal anecdote
"I started this business in my garage . . . ."
Personalized statistics
Consumers paid $28 billion for coffee last year. That means that every coffee drinker in this room spent $364 a year on coffee.

Effective Imagery
Worst- and best-case scenario

In a worst-case scenario, spammers may now work with overseas organized crime groups, employing Trojan-horse attacks that can turn PCs into zombie machines that spew out spam under the noses of their unwitting owners.

Verbal Signposts
Previewing
Now we will consider the opposite view. Next Im going to discuss.
Summarizing
You see, then, that the most important elements are. Let me review the major problems I have presented. Mary Ellen Guffey, Business Communication: Process and
Product, 6e
Ch. 14, Slide 18

Verbal Signposts
Switching directions
Up to this point, I have talked only about now lets look at. Those are all good reasons to support the proposal. But lets also consider the negatives.
Ch. 14, Slide 19

Nonverbal Messages
Look terrific! Animate your body. Speak extemporaneously. Punctuate your words. Get out from behind the podium. Vary your facial expression.
Ch. 14, Slide 20
Nine Techniques for Gaining and Keeping Audience Attention

A promise By the end of the presentation, you will be able to
Drama Tell a moving story; describe a serious problem.

Eye contact
Command attention at the beginning to making eye contact with as many people as possible. Movement
Leave the lectern area. Move toward the audience.


Questions Ask for show of hands. Use rhetorical questions. Demonstrations
Include a member of the audience.


Samples/gimmick s Award prizes to participants; pass out samples. Visuals Use a variety of visual aids.
Self-interest Tell audience whats in it for them.
Ch. 14, Slide 25
Planning Visual Aids, Handouts, and Multimedia Presentations

Select the medium carefully.
Consider the size of

audience and degree of formality desired. Consider cost, ease of preparation, and potential effectiveness.

Highlight main ideas. Focus on major concepts only. Avoid overkill. Showing too many graphics reduces their effectiveness. Keep all visuals simple.

Ensure visibility.
Use large type for

slides and transparencies. Be sure all audience members can see.

Enhance comprehension.
Give the audience a

moment to study a visual before discussing it. Paraphrase its verbal message; dont read it.

Practice using your visual aids.
Rehearse your talk,

perfecting your handling of the visual aids.
Talk to the audience

and not to the visual.
Eight Steps to a Powerful Multimedia Presentation

Start with the text.
Write out the entire content of your presentation before making any slides.
Ch. 14, Slide 31

Select background and fonts.
Select or create a template with consistent font styles, font sizes, and an appropriate background.
Ch. 14, Slide 32

Choose images that help communicate your message. Use only relevant clipart, photographs, or mapswith permission.
Ch. 14, Slide 33

Create graphics.
Illustrate your slides by using Draw, AutoShapes, and Diagram Gallery. Avoid too many bullet points, too many details, and too much text. Observe the 6-x-6 rule. Exception: When slides are to be viewed without a narrator.

Add special effects.
Consider animating bullet points to appear one at a time. Consider motion paths, animation options, and transition effects.
Ch. 14, Slide 35

Create hyperlinks to approximate the Web browsing experience.
Consider making your presentation interactive by linking to other slides, other programs, or to the Internet.

Engage your audience by asking for interaction. When audience feedback is
needed, present polling questions. These are useful for surveys, opinion polls, group decision making, voting, quizzes, tests, and other applications. Audience members use hand-held devices read by a PowerPoint add-in device.
Ch. 14, Slide 37

Move your presentation to the Internet.
Post your slides online for others to access. Even if you are giving a face-to-face presentation, attendees appreciate these electronic handouts because they don't have to lug them home. A more complex option involves a Web conference or broadcast.
Overcoming Stage Fright

Symptoms of Stage Fright

Urge to flee! Pounding heart Short breath Sweaty palms Dry throat
Unsteady voice Trembling hands Tied tongue Wobbly knees Stomach butterflies
Ch. 14, Slide 39
Overcoming Stage Fright

Ways to Overcome Stage Fright
Select a familiar, relevant topic. Prepare 150 percent. Use positive self-talk. Convert your fear into anticipation and enthusiasm. Shift the focus from yourself to your visuals. Give yourself permission to make an occasional mistake. Ignore stumbles; keep going. Dont apologize. Make the listeners your partners. Get them involved. Mary Ellen Guffey, Business Communication: Process and Ch. 14, Slide Product , 6e before you talk, practice deep breathing. 40 Just
Polishing Your Delivery and Following Up

Before Your Presentation
Prepare thoroughly. Rehearse repeatedly. Time yourself. Check the room. Greet members of the audience. Practice stress reduction.
Ch. 14, Slide 41

During Your Presentation Begin with a pause. Present your first sentence from memory. Maintain eye contact. Control your voice and vocabulary. Put the brakes on. Move naturally. Mary Ellen Guffey, Business Communication: Process and Ch. 14, Slide
Product, 6e 42

During Your Presentation
Use visual aids effectively. Avoid digressions. Ignore stumbles; keep going;
don't apologize. Use positive self-talk. Summarize your main points and arrive at the high point of your talk.

After Your Presentation
Distribute handouts. Encourage questions. Repeat questions. Reinforce your main points. Keep control. Avoid Yes, but answers. End with a summary and appreciation.
Ch. 14, Slide 44
Adapting to International and Cross-Cultural Audiences

Anticipate expectations and
perceptions that differ from what you consider normal. Decide whether your presentation style should be more formal than it normally is. Consider breaking your presentation into short segments.

Match your presentation and your
nonverbal messages to the expectations of your audience. Consider explaining important concepts in several ways using different words. Consider asking audience members to relay their understanding back to you.

Remember that audience members
may be too polite to acknowledge that they don't understand. Provide handouts in English and in the target language.
Ch. 14, Slide 47
Improving Telephone and Voice Mail Skills

C Squared Studios / Photodisc / Getty Images
Making Calls Plan a mini agenda. Use a three-point introduction:

1. Your name 2. Your affiliation 3. A brief explanation of why you are calling

Making Calls
Be cheerful and accurate. Bring it to a close. Avoid telephone tag. Leave complete voice-mail messages.
Ch. 14, Slide 49

Receiving Calls
Identify yourself immediately. Be responsive and helpful. Be cautious when answering calls for others. Take messages carefully. Explain when transferring calls.
End
51 Ch. 14, Slide 51

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Chapter 14

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 2

Preparing Effective Oral Presentations

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 3

Know your audience.

Preparing Effective Oral Presentations

Glowimages / Getty Images

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 4

Preparing Effective Oral Presentations

Preparing Effective Oral Presentations

Organize the body of your presentation.

Develop two to four main points. Streamline

Arrange the points logically: chronologically,

Preparing Effective Oral Presentations

Ch. 14, Slide 7

Methods for Organizing an Oral Presentation

Methods for Organizing an Oral Presentation Topic/function/conventional

Methods for Organizing an Oral Presentation

Methods for Organizing an Oral Presentation

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 11

Methods for Organizing an Oral Presentation Simple/complex

Best case/worst case

Oral Presentation Outline

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Oral Presentation Outline

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Building Audience Rapport Like a Pro

Time is a river flowing from the past into the future.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 15

Building Audience Rapport Like a Pro

Building Audience Rapport Like a Pro

Worst- and best-case scenario

Building Audience Rapport Like a Pro

Ch. 14, Slide 18

Building Audience Rapport Like a Pro

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 19

Building Audience Rapport Like a Pro

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Nine Techniques for Gaining and Keeping Audience Attention

Nine Techniques for Gaining and Keeping Audience Attention

Leave the lectern area. Move toward the audience.

Nine Techniques for Gaining and Keeping Audience Attention

Include a member of the audience.

Nine Techniques for Gaining and Keeping Audience Attention

Nine Techniques for Gaining and Keeping Audience Attention

Self-interest Tell audience whats in it for them.

Mary Ellen Guffey, Business Communication: Process and Product, 6e

Ch. 14, Slide 25

Planning Visual Aids, Handouts, and Multimedia Presentations

Consider the size of

Planning Visual Aids, Handouts, and Multimedia Presentations

Planning Visual Aids, Handouts, and Multimedia Presentations

Use large type for

Planning Visual Aids, Handouts, and Multimedia Presentations

Give the audience a

Planning Visual Aids, Handouts, and Multimedia Presentations

Rehearse your talk,