Chapter 11 8th ed

ESSENTIALS OF
BUSINESS
COMMUNICATION
8th Canadian Edition Mary Ellen Guffey/Dana Loewy/
Richard Almonte

Chapter 11
Business Presentations
Copyright © 2016 by Nelson Education Ltd.

Learning Objectives
 1. Apply two important first steps in preparing effective oral presentations.
 2. Explain the major elements in organizing the content of a presentation,
including the introduction, body, and conclusion.
 3. Identify techniques for gaining audience rapport, including using
effective imagery, providing verbal signposts, and sending appropriate
nonverbal messages.
 4. Use visual aids, including PowerPoint or Prezi slides, handouts, and
speaker’s notes.
 5. Explain how to design an impressive PowerPoint or Prezi presentation,
including adapting text and colour schemes, and organizing, composing,
and editing your slides show.
 6. Use effective delivery techniques for use before, during, and after a
presentation including use of voice and eye contact, rehearsal, and keeping
audiences engaged.

Getting Ready for an Oral
Presentation
 Know your purpose (inform, persuade, etc.).
 Understand your audience (anticipate their
reception).

Succeeding With Four Audience Types

Presentation
Organizing Content for a Powerful Impact
 Step 1: Tell them what you’re going to say.
 Step 2: Say it.
 Step 3: Tell them what you’ve just said.

Presentation
Capturing Attention in the Introduction
 Capture listeners’ attention and get them involved.
 Identify yourself and establish your credibility.
 Preview your main points.

Presentation
 Gaining and Keeping Audience Attention
Through:
 A promise
 Drama
 Eye contact
 Movement
 Questions

Presentation
 Gaining and Keeping Audience Attention
Through:
 Demonstrations
 Samples/props
 Visuals
 Dress
 Self-interest

Presentation
Organize the Body
 Chronology
 Geography/space
 Topic/function/conventional grouping
 Comparison/contrast (pro/con)
 Journalism pattern

Presentation
Organize the Body
 Value/size
 Importance
 Problem/solution
 Simple/complex
 Best case/worst case

Presentation
Summarize in the Conclusion
 Summarize main themes of the presentation (Today,
we’ve attempted to show you ...).
 Include a statement that allows you to leave the
podium gracefully (“Thanks, ladies and gentlemen,
for your time and attention. If you have any other
questions ...).

Building Audience Rapport Like a
Pro
Effective Imagery
 Analogies
 Metaphors/similes
 Personal anecdotes
 Personalized statistics
 Worst-and best-case scenarios
 Examples

Pro
Verbal Signposts
 Previewing/summarizing
 Switching directions (So far we’ve talked about…
Now let’s move to …)
 Summarizing

Pro
Nonverbal Messages
 Look professional.
 Animate your body.
 Punctuate your words (use pauses, be dynamic).
 Get out from behind the podium.
 Vary your facial expression.

Presentation Enhancers

Designing an Impressive Slide
Presentation
Preparing a Visually Appealing Slide
Presentation
 Analyze the situation and purpose.
 Anticipate your audience.
 Adapt text and colour selections.

Presentation
Preparing a Visually Appealing Slide
Presentation
 Organize your slides.
 Compose your slide show.
 Revise, proofread, and evaluate your slide show.

Revising and Enhancing Slides for
Greater Impact
 Revise for consistency and proofread for errors.
 Check for parallel structure among points.

Designing More Effective Slides

Presentation
Practising and Preparing
 Test all equipment beforehand.
 Confirm that the places you plan to stand are not in
the line of the projected image.
 Check all Web links.
 Always bring backups (save to USB, send e-mail
files to yourself).

Presentation
Keeping Your Audience Engaged
 Know your material (eye contact).
 Paraphrase and elaborate on your slides.
 Leave the lights on so audience can see your face
and eyes.

Presentation
Keeping Your Audience Engaged
 If available, use a radio remote.
 Consider using a laser pointer to highlight main
points.
 Don’t leave a slide on the screen when you are no
longer discussing it.

Presentation
Giving Powerful Slide Presentations in Eight
Steps
 1. Start with the text (prepare content).
 2. Select background and fonts.
 3. Choose images that help communicate your
message (consider copyright).
 4. Create graphics.
 5. Add special effects.

Presentation
Giving Powerful Slide Presentations in Eight
Steps
 6. Create hyperlinks to approximate the Web-
browsing experience.
 7. Engage your audience by asking for interaction.
 8. Move your presentation to the Internet.

Polishing Your Delivery and
Following Up
Delivery Method
 Memorize main points (not entire script).
 Use “cue card” method.
Delivery Techniques
 Don’t be afraid to be afraid.

Following Up
 Before Your Presentation:
 Prepare thoroughly.
 Rehearse repeatedly.
 Time yourself.
 Request a lectern.
 Check the room.
 Greet your audience.
 Practise stress reduction.

Following Up
 During Your Presentation
 Begin with a pause.
 Present your first few sentences from memory.
 Maintain eye contact.
 Control your voice and vocabulary.
 Put the brakes on.
 Move naturally.

Following Up
 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.

Summary
 Good presentations begin with analysis of your
purpose and your audience.
 Organizing the content involves preparing an
effective introduction, body, and closing.
 Improve audience rapport by using effective
imagery.
 In delivering your presentation, outline the
main points on cue cards and rehearse at least
once.

Chapter 11 8th ed

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