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Business CommunicationBusiness CommunicationChapter 12Chapter 12

Designing and Delivering Designing and Delivering Business PresentationsBusiness Presentations

Planning a PresentationPlanning a Presentation

Goal: Goal: To be organized, clear, confident and To be organized, clear, confident and persuasivepersuasive

Identify Your PurposeIdentify Your Purpose If your presentation were a Broadway musical, If your presentation were a Broadway musical,

what what tunetune would you want the audience whistling would you want the audience whistling at the end of the performance?at the end of the performance?

This primary message should be the first and last This primary message should be the first and last thought in your presentation.thought in your presentation.

Develop a compact, clear and Develop a compact, clear and memorablememorable phrase phrase that expresses it.that expresses it.

Planning a Presentation Planning a Presentation

Know Your AudienceKnow Your Audience How many?How many? Who are they (age, gender, culture, etc.)?Who are they (age, gender, culture, etc.)? What are they (occupations, levels, job titles)?What are they (occupations, levels, job titles)? Why are they there?Why are they there? What do they expect?What do they expect? What do they need or want?What do they need or want? What will they find interesting, useful and credible?What will they find interesting, useful and credible? Answer the three business foundation questions.Answer the three business foundation questions.

Planning a PresentationPlanning a Presentation

Know Your ContextKnow Your Context What is the situation?What is the situation? What does it call for?What does it call for? Length and topic specified?Length and topic specified? Who else speaks? About what?Who else speaks? About what? Where does my presentation fit in? What time of day?Where does my presentation fit in? What time of day? Is Q. and A. expected? Panel or individual? If so, Is Q. and A. expected? Panel or individual? If so,

anticipate questions and prepare answers.anticipate questions and prepare answers. Written, hand-out version required or can you speak from Written, hand-out version required or can you speak from

power point notes?power point notes? Podium or lapel mike? What other equipment is available?Podium or lapel mike? What other equipment is available? Will news media attend?Will news media attend?

Organizing the ContentOrganizing the Content

Tell them what you’re going to tell them.Tell them what you’re going to tell them. Tell them.Tell them. Tell them what you told them.Tell them what you told them.

S, S and I, SS, S and I, S

State, Support and Inform, SummarizeState, Support and Inform, Summarize

Organizing the ContentOrganizing the Content

I.I. Primary pointPrimary point2. Supporting point2. Supporting point

A. Sub-pointA. Sub-point B. Sub-pointB. Sub-point

3. Supporting point3. Supporting point A. Sub-pointA. Sub-point B. Sub-pointB. Sub-point

II.II. SummarySummary

Writing ProcessWriting Process

1.1. Research.Research.2.2. Pause, ponder, analyze.Pause, ponder, analyze.3.3. Select your position/primary message.Select your position/primary message.4.4. ““Burst” write to get down the position and the Burst” write to get down the position and the

support you have gathered.support you have gathered.5.5. Read what you have written and ask, “What am I Read what you have written and ask, “What am I

trying to say?”trying to say?”6.6. Then pretend you are verbally explaining the Then pretend you are verbally explaining the

subject to a friend; write a subject to a friend; write a leadlead sentence (no sentence (no more than 30 words) summarizing what you say more than 30 words) summarizing what you say to the imaginary friend. This is the “tune.”to the imaginary friend. This is the “tune.”

Writing ProcessWriting Process

7.7. Select supporting points, write a short sentence Select supporting points, write a short sentence explaining each and organize them under the lead explaining each and organize them under the lead sentence in descending order of importance. Or outline.sentence in descending order of importance. Or outline.

8.8. Write a final statement summarizing your entire Write a final statement summarizing your entire argument.argument.

9.9. Connect all pieces with smooth transitions.Connect all pieces with smooth transitions.10.10. Rewrite, polish and condense – Rewrite, polish and condense – removing extra words.removing extra words.11.11. Check the then-then-then logic chain. Is it persuasive? Check the then-then-then logic chain. Is it persuasive?

Does the conclusion stand up?Does the conclusion stand up?12.12. Proof-read for syntax, grammar, spelling and Proof-read for syntax, grammar, spelling and

punctuation.punctuation.

You should rewrite at least three times!You should rewrite at least three times!

IntroductionIntroduction

Goal: Goal: to seize audience attention, generating involvement to seize audience attention, generating involvement and rapportand rapport

A shocking statement or startling statisticA shocking statement or startling statistic A quotation from a well-known personA quotation from a well-known person An open-ended question that will generate thought or An open-ended question that will generate thought or

discussiondiscussion An appropriate joke or anecdote that can be tied into the An appropriate joke or anecdote that can be tied into the

subjectsubject A dramatic demonstration (“King Kong in a tux”)A dramatic demonstration (“King Kong in a tux”) A compliment to the audience, a reference to the occasion A compliment to the audience, a reference to the occasion

of the presentation or something happening in the of the presentation or something happening in the community where the presentation is given – community where the presentation is given – Linkage!Linkage!

IntroductionIntroduction

Present your purpose and preview points to Present your purpose and preview points to be developed in the order in which you will be developed in the order in which you will address them.address them.

If it is a long complex presentation, list them If it is a long complex presentation, list them in order on a slide.in order on a slide.

This is the visual equivalent of a heading in This is the visual equivalent of a heading in a written presentation; a signpost telling the a written presentation; a signpost telling the audience what to expect.audience what to expect.

BodyBody

Use no more than 5 major (first-level) points in a 30-minute Use no more than 5 major (first-level) points in a 30-minute presentation. People cannot easily absorb more.presentation. People cannot easily absorb more.

Use conversational style, short sentences and simple Use conversational style, short sentences and simple words. Unlike the eye, the ear has only one chance to words. Unlike the eye, the ear has only one chance to absorb meaning.absorb meaning.

Don’t over-use statistics; round them off – 63% or nearly Don’t over-use statistics; round them off – 63% or nearly two-thirds, not 62.7%.two-thirds, not 62.7%.

Use humor only if it ties easily into the subject. Humor Use humor only if it ties easily into the subject. Humor doesn’t cross national borders easily. Self-deprecating doesn’t cross national borders easily. Self-deprecating humor works well.humor works well.

People like stories.People like stories.

CloseClose

Signal that the closing is coming.Signal that the closing is coming. Make it a memorable summary of your primary message Make it a memorable summary of your primary message

(remember the “tune”).(remember the “tune”). Tie it to the opening by, for example, answering the Tie it to the opening by, for example, answering the

rhetorical question you asked to start your presentation.rhetorical question you asked to start your presentation. Practice so that you can deliver it smoothly while Practice so that you can deliver it smoothly while

maintaining eye contact with the audience.maintaining eye contact with the audience. Raise your voice to make it clear, emphatic and sincere.Raise your voice to make it clear, emphatic and sincere. Don’t say “thank you.” If you give an effective Don’t say “thank you.” If you give an effective

presentation, they will thank presentation, they will thank youyou with applause. with applause.

Designing Compelling VisualsDesigning Compelling Visuals

Visuals reinforce your message by engaging Visuals reinforce your message by engaging the audience’s eyes as well as ears. the audience’s eyes as well as ears.

Research has shown that visuals:Research has shown that visuals: Increase retention by as much as 38 percentIncrease retention by as much as 38 percent Reduce time required to present concepts Reduce time required to present concepts

by clarifying and emphasizing vital pointsby clarifying and emphasizing vital points Increase consensus in a meeting by as Increase consensus in a meeting by as

much as 20 percent.much as 20 percent.

Effective VisualsEffective Visuals

The goal is to The goal is to clarifyclarify so keep visuals simple. so keep visuals simple.

Limit the number; rule of thumb -- each Limit the number; rule of thumb -- each visual uses one minute of presentation time.visual uses one minute of presentation time.

Mr. Word should match Mr. Picture. Don’t Mr. Word should match Mr. Picture. Don’t show one thing and talk about another.show one thing and talk about another.

Include only important “core” ideas that can Include only important “core” ideas that can be visually digestedbe visually digested


Use short, bulleted lists.Use short, bulleted lists. Avoid condensed speaking notes as a Avoid condensed speaking notes as a

crutch to accompany a boring delivery (as I crutch to accompany a boring delivery (as I am doing right now); instead use powerful am doing right now); instead use powerful visual symbols.visual symbols.

Make certain your visuals are legal and Make certain your visuals are legal and ethical (don’t visually distort meaning).ethical (don’t visually distort meaning).

Proofread them as you do text.Proofread them as you do text.


Invite the eye with white space.Invite the eye with white space. Follow the 7X7 rule: no more than seven Follow the 7X7 rule: no more than seven

lines of text, each with no more than seven lines of text, each with no more than seven words (75% coverage or less).words (75% coverage or less).

Use borders, boxes and lines to capture and Use borders, boxes and lines to capture and direct the eye.direct the eye.

As a rule, align text left.As a rule, align text left.


Limit fonts to no more than three that can be Limit fonts to no more than three that can be read easily from a distance.read easily from a distance.

Vary font on a slide for emphasis.Vary font on a slide for emphasis.

Using ColorUsing Color

Color conveys message and mood: blue, Color conveys message and mood: blue, conservative and formal; yellow, informal; conservative and formal; yellow, informal; red, bold, loss or stop; green, calm and go; red, bold, loss or stop; green, calm and go; white, crisp and clean; black, profitable, etc. white, crisp and clean; black, profitable, etc.

Make certain background color doesn’t Make certain background color doesn’t make words difficult to read.make words difficult to read.

Use color to highlight elements of a slide or Use color to highlight elements of a slide or a particular page in a handout.a particular page in a handout.

Using ColorUsing Color

About 10 percent of people are color-impaired, so About 10 percent of people are color-impaired, so don’t use red or green to highlight slides.don’t use red or green to highlight slides.

To avoid confusing the eye, use no more than To avoid confusing the eye, use no more than three different colors on a slide.three different colors on a slide.

Be aware of context: for example, dark room use Be aware of context: for example, dark room use light text on a darker background (test it)light text on a darker background (test it)

Use complementary colors for text and Use complementary colors for text and background to heighten contrast and legibility background to heighten contrast and legibility (example, yellow on dark blue). If it’s a large (example, yellow on dark blue). If it’s a large audience, these legibility “tricks’ become even audience, these legibility “tricks’ become even more important.more important.

HandoutsHandouts

A handout provides your take-away in A handout provides your take-away in written form and can provide a place to take written form and can provide a place to take notes (as I do with you by providing power notes (as I do with you by providing power point ahead of time)point ahead of time)

DeliveryDelivery

Four methods: memorized, scripted, Four methods: memorized, scripted, impromptu, extemporaneousimpromptu, extemporaneous

______________________________________________________________________ Memorized: Memorized: like a train on a narrow track – like a train on a narrow track –

no flexibility; useful only for emphasizing no flexibility; useful only for emphasizing short sections of a speechshort sections of a speech

Scripted: Scripted: useful when accuracy is vital; useful when accuracy is vital; disrupts eye contact unless script is disrupts eye contact unless script is carefully prepared and presentedcarefully prepared and presented

Preparing a ScriptPreparing a Script

Use heavy, easy-to-turn stock.Use heavy, easy-to-turn stock. Double space.Double space. Use at least 20-point type.Use at least 20-point type. Use no more than 2/3 of page in order to keep the Use no more than 2/3 of page in order to keep the

speaker’s head up and foster good eye contact.speaker’s head up and foster good eye contact. Never carry a sentence or a paragraph over a Never carry a sentence or a paragraph over a

page break.page break. Underline and/or boldface key words.Underline and/or boldface key words.

Presentation StylesPresentation Styles

Impromptu: Impromptu: unprepared and frightening at unprepared and frightening at first, but experience improves you (think of first, but experience improves you (think of meetings)meetings)

Extemporaneous: Extemporaneous: prepared but using prepared but using power point or notes and wandering around power point or notes and wandering around the stage wearing a lapel mike. Can be the the stage wearing a lapel mike. Can be the most credible and persuasive format if you most credible and persuasive format if you know your material well.know your material well.

Using Your Voice ProperlyUsing Your Voice Properly

Phonation, Articulation, PronunciationPhonation, Articulation, Pronunciation

Phonation mastersPhonation masters: Martin Luther King, James : Martin Luther King, James Earl Jones, Barack Obama (minister, actor, Earl Jones, Barack Obama (minister, actor, politician – all depending on their voice)politician – all depending on their voice)>> Pitch: Pitch: mid-to-low is best; low perceived as mid-to-low is best; low perceived as authoritative; variation necessaryauthoritative; variation necessary> > Volume: Volume: make sure you’re audible to the make sure you’re audible to the back back row; vary it to keep their attentionrow; vary it to keep their attention> > Rate: Rate: vary it, but – in general – breathe deeply, vary it, but – in general – breathe deeply,

relax and slow downrelax and slow down

Emphasis Changes MeaningEmphasis Changes Meaning

I I am happy you are here.am happy you are here. I I am am happy you are here.happy you are here. I am I am happy happy you are here.you are here. I am happy I am happy you you are here.are here. I am happy you I am happy you are are here.here. I am happy you are I am happy you are here.here.


Articulation (not dialect): Articulation (not dialect): produces clear, produces clear, smooth, pleasant speech: smooth, pleasant speech: kind of (kinda); kind of (kinda); working (workin’); going to (gonna); this (dis)working (workin’); going to (gonna); this (dis)

> Work to develop American Broadcast > Work to develop American Broadcast EnglishEnglish

> Speaking is like singing: stand up with> Speaking is like singing: stand up with shoulders back; support with yourshoulders back; support with your diaphragm; breathe well; enunciatediaphragm; breathe well; enunciate


Pronunciation: Pronunciation: incorrect pronunciation can incorrect pronunciation can distract and detract from your message; if in distract and detract from your message; if in doubt, use the dictionary to check the word doubt, use the dictionary to check the word out. out.

PresentingPresenting

Prepare thoroughly to control anxiety; if you Prepare thoroughly to control anxiety; if you believe believe your message, your audience will feel as your message, your audience will feel as well as hear your words.well as hear your words.

Develop tools (visuals, handouts, etc.) and always Develop tools (visuals, handouts, etc.) and always have a back-up plan in case of technical have a back-up plan in case of technical difficulties.difficulties.

Practice to familiarize yourself with the material, Practice to familiarize yourself with the material, but don’t rehearse all the feeling out of it.but don’t rehearse all the feeling out of it.

Record it and listen to yourself. Do your ears Record it and listen to yourself. Do your ears catch the key phrases? catch the key phrases?


Work hard on the opening and the closing so you Work hard on the opening and the closing so you can maximize eye contact at these important can maximize eye contact at these important points.points.

Body left (of the audience) and eyes front; check Body left (of the audience) and eyes front; check the slide, make eye contact and deliver the point.the slide, make eye contact and deliver the point.

Move your contact around (serial conversations Move your contact around (serial conversations with individual audience members).with individual audience members).

If your hands are shaking, use a podium.If your hands are shaking, use a podium.


Don’t bob and weave – it’s distracting.Don’t bob and weave – it’s distracting. Dress professionally.Dress professionally. Arrive in time to check it out.Arrive in time to check it out. Adopt alert, athletic posture.Adopt alert, athletic posture. Communicate confidence and enthusiasm.Communicate confidence and enthusiasm. Use natural gestures.Use natural gestures. Watch audience for feedback.Watch audience for feedback. Adhere to time limits.Adhere to time limits. Always seek feedback so you can improve.Always seek feedback so you can improve.

Crossing Ethnic/Cultural BarriersCrossing Ethnic/Cultural Barriers

Speak Simply.Speak Simply. Know and avoid “red flag” words/phrases.Know and avoid “red flag” words/phrases. Pay attention to enunciation and articulation.Pay attention to enunciation and articulation. Be careful of humor and jokes!Be careful of humor and jokes! What are the culture’s body-language What are the culture’s body-language

norms? National protocol? norms? National protocol? Be patient and walk in their shoes.Be patient and walk in their shoes.

Team PresentationsTeam Presentations

Team presentations require even more Team presentations require even more preparation, coordination and practice than preparation, coordination and practice than individual presentations.individual presentations.

Agree on a purpose and timetable.Agree on a purpose and timetable. Pick an organized, disciplined team leader willing Pick an organized, disciplined team leader willing

to act as referee in dividing up the turf.to act as referee in dividing up the turf. Use a standard, cohesive design for all parts of Use a standard, cohesive design for all parts of

the presentation.the presentation. Make transitions from member to member both Make transitions from member to member both

verbally verbally and physicallyand physically smooth smooth Field Q. and A. as a team.Field Q. and A. as a team.