1. Effective
Presentations
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Instructor’s Edition
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Australia • Canada • Mexico • Singapore
Spain • United Kingdom • United States
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3. Contents
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Introduction iii
Topic A: About the manual............................................................................... iv
Topic B: Setting student expectations ............................................................. viii
Topic C: Classroom setup..................................................................................x
Topic D: Support............................................................................................... xi
Fundamentals of presentation 1-1
Topic A: Effective presentations...................................................................... 1-2
Topic B: Planning a presentation..................................................................... 1-7
Unit summary: Fundamentals of presentation................................................. 1-11
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Audience analysis and supporting material 2-1
Topic A: Audience analysis ............................................................................. 2-2
Topic B: Supporting materials......................................................................... 2-4
Unit summary: Audience analysis and supporting material............................ 2-11
Building presentations 3-1
Topic A: Build presentations ........................................................................... 3-2
Topic B: Develop an introduction ................................................................... 3-4
Topic C: Organize the body of the presentation .............................................. 3-8
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Topic D: Effective conclusion ........................................................................ 3-12
Unit summary: Building presentations............................................................ 3-16
Presentation mechanics 4-1
Topic A: Visual aids ........................................................................................ 4-2
Topic B: Understand visual aids...................................................................... 4-9
Unit summary: Presentation mechanics .......................................................... 4-14
Presentation process 5-1
Topic A: Extemporaneous speaking ................................................................ 5-2
Topic B: Preparation for speaking ................................................................... 5-5
Topic C: Deliver a presentation ...................................................................... 5-13
Topic D: Nonverbal communication............................................................... 5-17
Unit summary: Presentation process ............................................................... 5-23
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Question-and-answer session 6-1
Topic A: Handle questions effectively............................................................. 6-2
Topic B: Handle challenging questions ........................................................... 6-5
Unit summary: Question-and-answer session .................................................. 6-9
Fundamentals of persuasion 7-1
Topic A: Understand persuasion...................................................................... 7-2
Topic B: Organize a persuasive presentation.................................................. 7-11
Topic C: Methods of persuasion..................................................................... 7-17
Unit summary: Fundamentals of persuasion ................................................... 7-24
Course summary S-1
Topic A: Course summary ............................................................................... S-2
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4. ii Effective Presentations
Topic B: Continued learning after class .......................................................... S-4
Glossary G-5
Index I-1
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5. iii
Effective
Presentations
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Introduction
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After reading this introduction, you will know
how to:
A Use Course Technology ILT manuals in
general.
B Use prerequisites, a target student
description, course objectives, and a skills
inventory to set students’ expectations
properly for the course.
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C Get support for setting up and teaching this
course.
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6. iv Effective Presentations
Topic A: About the manual
Course Technology ILT philosophy
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Our goal at Course Technology is to make you, the instructor, as successful as possible.
To that end, our manuals facilitate students’ learning by providing structured interaction
with the subject itself. While we provide text to help you explain difficult concepts, the
hands-on activities are the focus of our courses. Leading the students through these
activities will teach the concepts effectively.
We believe strongly in the instructor-led classroom. For many students, having a
thinking, feeling instructor in front of them will always be the most comfortable way to
learn. Because the students’ focus should be on you, our manuals are designed and
written to facilitate your interaction with the students, and not to call attention to
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manuals themselves.
We believe in the basic approach of setting expectations, then teaching, and providing
summary and review afterwards. For this reason, lessons begin with objectives and end
with summaries. We also provide overall course objectives and a course summary to
provide both an introduction to and closure on the entire course.
Our goal is your success. We encourage your feedback in helping us continually to
improve our manuals to meet your needs.
Manual components
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The manuals contain these major components:
• Table of contents
• Introduction
• Units
• Course summary
• Reference
• Index
Each element is described below.
Table of contents
The table of contents acts as a learning roadmap for you and the students.
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Introduction
The introduction contains information about our training philosophy and our manual
components, features, and conventions. It contains descriptions of the target student,
objectives, and setup for the course. The introduction also contains support information.
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7. Introduction v
Units
Units are the largest structural component of the actual course content. A unit begins
with a title page that lists objectives for each major subdivision, or topic, within the unit.
Within each topic, conceptual and explanatory information alternates with hands-on
activities. Units conclude with a summary comprising one paragraph for each topic, and
an independent practice activity that gives students an opportunity to practice the skills
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they’ve learned.
The conceptual information takes the form of text paragraphs, exhibits, lists, and tables.
The activities are structured in two columns, one telling students what to do, the other
providing explanations, descriptions, and graphics. Throughout a unit, instructor notes
are found in the left margin.
Course summary
This section provides a text summary of the entire course. It is useful for providing
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closure at the end of the course. The course summary also indicates the next course in
this series, if there is one, and lists additional resources students might find useful as
they continue to learn about the subject.
Reference
The reference is an at-a-glance job aid summarizing some of the main ideas of the
subject.
Index
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The index enables you and the students to find information quickly about a particular
topic or concept in the course.
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8. vi Effective Presentations
Manual conventions
We’ve tried to keep the number of elements and the types of formatting to a minimum
in the manuals. We think this aids in clarity and makes the manuals more classically
elegant looking. But there are some conventions and icons you should know about.
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Convention/Icon
/ Description
Italic text In conceptual text, indicates a new term or feature.
Bold text In unit summaries, indicates a key term or concept. In an
independent practice activity, indicates an explicit item
that is selected, chosen, or typed by students.
Instructor notes. In the left margin, provide tips, hints, and warnings for the
instructor.
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Next to an instructor note, indicates a warning for the
Warnings prepare
instructors for potential
instructor.
classroom management
problems.
Next to an instructor note, indicates a tip the instructor can
Tips give extra
share with students.
information the instructor
can share with students.
Next to an instructor note, indicates a setup the instructor
Setup instructor
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can use before delivering a step or activity.
notes give a context for
instructors to share with
students.
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9. Introduction vii
Hands-on activities
The hands-on activities are the most important parts of our manuals. They usually are
divided into two columns, with a questions or concepts on the left and answers and
explanations on the right. To the far left, instructor notes provide tips, warnings, setups,
and other information for the instructor only. Here’s a sample:
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Do it! A-1: Steps for brainstorming
Exercises
1 Sequence the steps for brainstorming.
Begin generating ideas. Select the purpose.
Select the purpose. Organize for the session.
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Organize for the session. Review the rules.
Ask questions and clarify ideas. Begin generating ideas.
Ask questions and clarify ideas.
Review the rules.
PowerPoint presentations
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To assist in your presentation and provide students with a visual focus, there is a
PowerPoint presentation file to accompany each unit. Each presentation begins with a
list of unit objectives and finishes with a unit summary slide. Display the slide show
from the instructor's station as you present the course materials. A copy of PowerPoint
Viewer is included so you do not need to have PowerPoint software installed.
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10. viii Effective Presentations
Topic B: Setting student expectations
Properly setting students’ expectations is essential to your success. This topic will help
you do that by providing:
• A description of the target student at whom the course is aimed
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• A list of the objectives for the course
• A skills assessment for the course
Target student
The typical students of this course will be managers, supervisors, or team leaders who
need to learn how to create and deliver effective presentations.
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Course objectives
You should share these overall course objectives with your students at the beginning of
the day. This will give the students an idea about what to expect, and will also help you
identify students who might be misplaced. Students are considered misplaced when they
lack the prerequisite knowledge or when they already know most of the subject matter
to be covered.
After completing this course, students will know how to:
• Identify and use effective presentations, use different types of presentations, plan
a presentation, and determine primary and secondary objectives.
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• Analyze the audience, determine the supporting material, and learn about
different types of supporting material.
• Build a presentation, develop an introduction, capture the audience attention,
organize the body of the presentation, use transitions, and conclude the
presentation.
• Incorporate visual aids, understand the types of visual aids, display, and create
visual aids.
• Use a presentation process, prepare before speaking in a presentation, deliver a
presentation, and use nonverbal communication aids.
• Handle the questions effectively, approach the question-and-answer session,
responsibilities during a session, and handle challenging questions.
• Persuade a presentation, understand the goals of persuasion, organize a
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persuasive presentation, and use the methods of persuasion.
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11. Introduction ix
Skills inventory
Use the following form to gauge students’ skill level entering the class (students have
copies in the introductions of their student manuals). For each skill listed, have students
rate their familiarity from 1 to 5, with five being the most familiar. Emphasize that this
is not a test. Rather, it is intended to provide students with an idea of where they’re
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starting from at the beginning of class. If a student is wholly unfamiliar with all the
skills, he or she might not be ready for the class. A student who seems to understand all
of the skills, on the other hand, might need to move on to the next course in the series.
Skill 1 2 3 4 5
Fundamentals of effective presentation
Different types of presentations
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Determine primary and secondary objectives
Audience analysis and supporting material
Building presentations
Develop an introduction
Organize the body of the presentation
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Use transitions
Incorporate visual aids
Types of visual aids
Display and create visual aids
Use presentation process
Prepare before speaking
Deliver a presentation
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Use nonverbal communication aids
Question-and-answer session
Handle challenging questions
Persuade a presentation
Methods of persuasion
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12. x Effective Presentations
Topic C: Classroom setup
In addition to a manual, each student should be provided with a pad and pens or pencils
for jotting down notes questions. Students should have a comfortable place to sit and
ample table space to spread out their materials.
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Student computer requirements
If you wish to use the PowerPoint presentation, you’ll need the following:
• A Pentium-class or better computer
• A keyboard and a mouse
• Windows 98, NT, 2000, or XP
• A minimum of 32MB of memory or more, depending on your operating system
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• CD-ROM drive
• A Super-VGA monitor
• An overhead monitor projector
• PowerPoint 2000 or later, or PowerPoint Viewer
Classroom requirements
• Transparencies (Around 30.)
• Marker
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• Printouts of Feedback form.doc depending on the number of students.
• Three slips of paper having “Hostile,” “Rambling individuals,” and “Individuals
with personal agendas” written on them.
Note: Provide students with transparencies and markers whenever students create or
deliver a presentation.
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13. Introduction xi
Topic D: Support
Your success is our primary concern. If you need help setting up this class or teaching a
particular unit, topic, or activity, please don’t hesitate to get in touch with us. Please
have the name of the course available when you call, and be as specific as possible
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about the kind of help you need.
Phone support
You can call for support 24 hours a day at (888) 672-7500. If you do not connect to a
live operator, you can leave a message, and we pledge to return your call within 24
hours (except on Saturday and Sunday).
Web-based support
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The Course ILT Web site provides several instructor’s tools for each course, including
course outlines and answers to frequently asked questions. To download these files, go
to www.courseilt.com/instructor_tools.html.
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14. xii Effective Presentations
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15. 1–1
Unit 1
Fundamentals of presentation
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Unit time: 40 minutes
Complete this unit, and you’ll know how to:
A Identify and use effective presentations.
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B Plan a presentation and determine primary
and secondary objectives.
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16. 1–2 Effective Presentations
Topic A: Effective presentations
Explanation Effective presentations provide the opportunity to communicate important, specific
information in a succinct manner that is beneficial to the audience members. To create
this benefit, the information or processes described in the presentation must be
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presented in a manner that allows the audience to understand and use them.
Effective presentations, as shown in Exhibit 1-1, are comprised of several elements,
including support materials, presentation skills, and relevant content. It is important that
all irrelevant content is eliminated from the presentation so the listener is not overloaded
with data.
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Exhibit 1-1: Effective presentation
Reasons for making presentations
There are a number of reasons why people might make presentations. The presentation
is required or expected in their position, it is the best method of conveying the
information they need to share, they have a passion for the topic, or they want to use a
presentation to emphasize their own knowledge and abilities.
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Advantages of effective presentations
Effective presentations are valuable because they allow a presenter the opportunity to
communicate a great deal of information in a small amount of time. They are also
important because the quality of the presentation given will affect the presenter's
credibility, as well as his or her ability to influence other people.
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17. Fundamentals of presentation 1 –3
Do it! A-1: Understanding effective presentations
Exercises
1 Which of the following is the reason why presentations are valuable?
A Presentations allow the presenter the opportunity to communicate a great deal
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of information in a small amount of time
B Presentations allow the speaker to emphasize his or her own knowledge and
abilities
C Presentations are the best way to convey information
D Presentations provide the opportunity to demonstrate rhetoric skills
Show the presentation 2 From the two presentations shown by the instructor, identify which one is the
named “First” followed by most effective and give reasons why.
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the “Second” presentation.
Ask students which
presentation effectively The first presentation is an effective presentation.
presents the information. This is because it communicates important,
specific information in a succinct manner that is
useful to the audience.
Different types of presentations
Explanation There are six types of presentations that are given regularly.
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• Informative: Informative presentations are given to convey information to the
audience. Informative presentations might provide details about an object or
event of some type or explain concepts or processes. For example, this type of
presentation might be used to explain the idea for a new advertising campaign or
provide details about a new customer. Informative presentations can also be used
to share information with another department, acquaint employees, or orient new
employees.
• Instructional: Instructional presentations teach or demonstrate how to use new
equipment or processes. Because audience members probably will need to be
able to use the equipment and processes on their own, these presentations
require a high level of detail and audience participation. Instructional
presentations might be used to train employees or teach customers how to use
some type of equipment.
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• Problem-solving: A problem-solving presentation, as shown in Exhibit 1-2, is
used to identify possible solutions to eliminate a problem. For example, a
presentation might be given to help a company determine how to solve a
communication breakdown among departments. For a problem solving
presentation, the presenter would provide the audience with all the essential
information about the problem, determine its causes, and suggest the solution
that would be best for the company.
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18. 1–4 Effective Presentations
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Exhibit 1-2: Problem-solving presentation
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• Decision-making: A presentation used to obtain a decision will require
describing all of the possible alternatives. For this style of presentation, the
presenter might compile a list of the pros and cons of each alternative to help
facilitate the process. It is beneficial in these presentations for the presenter to
make a list of the company's needs and then show the audience how or whether
the alternatives meet these needs. For example, a decision-making presentation
could be used to help human resources executives make a decision about the
type of medical plan the company should provide for its employees.
• Persuasive: Although all presentations are persuasive to some extent, a true
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persuasive presentation requires the presenter to change the minds of the
audience members. The presenter should influence the audience to agree with
him or her and, in some cases, influence the audience to act on this belief.
Persuasive presentations might be used to sell a new product to a new or existing
customer or to persuade management to increase the budget for a project.
• Reporting: Reporting presentations usually are used to update people, frequently
the management group, about something. They often are used to report on the
progress of a project with which the audience is familiar. For example, a
reporting presentation might brief management on the implementation progress
of a new distribution system.
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19. Fundamentals of presentation 1 –5
Do it! A-2: Understanding different types of presentations
Exercises
1 Identify which of the following are types of presentations.
A Instructional presentations
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B Effective presentations
C Background presentations
D Decision-making presentations
2 When should you use an When you need to convey information to your
informative presentation? audience.
3 When should you use an When you want to teach or demonstrate any idea
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instructional presentation? or concept.
4 Which of the following is required of a decision-making presentation?
A Asking for any and all suggestions
B Describing all of the possible alternatives
C Deciding who will make the final decision
D Brainstorming
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5 Identify the type of presentation.
Sharing the business progress of Reporting
the last quarter with the senior
management
Sharing your company’s mission Informative
with the new recruits
Providing product training to new Instructional
recruits in your company
Launching a new product Persuasive
Sharing the available methods of Problem-solving
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fixing a defect in a new product
Sharing alternate strategies of Decision-making
marketing a new car with the
senior management
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20. 1–6 Effective Presentations
After students have 6 Acme Electronics is a successful TV manufacturing company that produces
identified their answer, attractive TV models at competitive prices. However, management has discovered
facilitate a discussion that
focuses on what type of that the sale of Model 528C is declining. Upon investigation, they find that a high
presentation the students number of these sets have needed repairs within the warranty period. A corrective
think is best suited for the action team (CAT) is assembled to determine and eliminate the causes of the
defined situation and ask
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problem, to reduce the warranty cost, and to increase the reliability of Model
them the reasons for it.
528C. You have to share the findings of the CAT team by giving a presentation to
the senior management. Which type of presentation would you use and why?
A Informative
B Instructional
C Problem-solving
D Decision-making
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E Persuasive
F Reporting
A problem-solving presentation is used to identify
possible solutions to eliminate a problem.
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21. Fundamentals of presentation 1 –7
Topic B: Planning a presentation
Explanation There are three aspects for planning a presentation:
1 Gathering information: The presenter can use this to learn about the audience
and decide the specific information he or she wants to include in the
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presentation. By doing so, a specific focus for the presentation will be created,
making it more effective.
2 Building the presentation: This concentrates on organizing the information in a
manner that will facilitate the audience's understanding and retention of the
presentation.
3 Coordinating presentation mechanics: This involves understanding how the
environment in which the presentation will be delivered affects the presentation's
success. In addition, coordinating presentation mechanics includes deciding how
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to prepare effective visual aids and use them appropriately.
Presentation objectives
It is important to establish presentation objectives because they’ll provide focus and will
be used to make the message of your presentation clear. In addition, concentrating on
accomplishing specific objectives can reduce the amount of time you need to prepare
your presentation. By knowing exactly what you want to accomplish, you can search for
and select specific information that will support your presentation, thereby eliminating
the reading of extra information that you’ll not use in the presentation.
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Although it is not necessary to share your objectives with the audience, by establishing
them your audience will learn more from your presentation. By providing the
information needed to accomplish your goals, you’ll make the presentation material
more focused and easier for the audience to understand.
Establishing objectives can also help determine whether your presentation has been
successful.
Do it! B-1: Establishing objectives
Exercises
1 Select the advantages of establishing presentation objectives.
A To provide focus and to make the message of your presentation clear
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B To share objectives with the audience
C To reduce the time you need to prepare for a presentation
2 Select the three aspects of planning a presentation.
A Follow your outline, explain objectives, and answer questions
B Evaluate your audience, plan the presentation, and rehearse the presentation
C Gather information, build the presentation, and coordinate presentation
mechanics
D Choose presentation type, research, and write
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22. 1–8 Effective Presentations
Have students discuss 3 You have to give a presentation on the change in sales data since the last year.
their answers. What are the benefits of the three key aspects in planning the presentation?
Gather information Learn about the audience and anticipate audience
expectations
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Build the presentation Organize the text and structure for the
presentation
Coordinate presentation Arrange the overhead projectors and the
mechanics supporting materials that are required
Determining objectives
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Explanation There are three items that you should examine to determine your presentation
objectives:
• Reason: You need to determine your primary reason for giving the presentation.
Knowing whether you are instructing, informing, persuading, solving a problem,
making a decision, or reporting to your audience will dictate the type and
amount of information you’ll need to incorporate in your presentation.
• Results: You should decide what specific results you want to accomplish with
the presentation. Most likely, you’ll have both short-term and long-term goals
for the presentation. The long-term goal is your overall goal of which the
presentation will only be a part. The short-term goal is the result you can
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accomplish through this presentation alone. Completing the statement ''I want to
(short-term goal) so that (long-term goal) happens'' will help you determine both
objectives.
• Audience response: You also need to establish objectives about the way you
want the audience to respond to your presentation. Specifically, determine
whether you want them to think or feel differently about the topic, or if you want
them to take a particular action.
Do it! B-2: Determining objectives
Exercise
Ask several students to 1 From your own experiences, identify a situation that would require you to create a
share their examples. presentation. Now using that example, determine the presentation objectives and
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write the reason, result, and response that you would like to elicit from the
audience. Write your answers below.
Share this example or one Example: You want employees to be aware of
of your own if time their work in the organization.
permits.
• Reason: All employees to be equally trained
• Result: Customer satisfaction
• Response elicited: Employees gaining
confidence
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23. Fundamentals of presentation 1 –9
Realistic objectives
Explanation In order for your presentation to be successful, it is important to make your objectives
realistic.
Constraints
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To be sure your objectives are realistic, make them appropriate in respect to these
constraints:
1 What you are able to accomplish, as shown in Exhibit 1-3.
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Exhibit 1-3: What do you accomplish
2 What your audience is able to accomplish.
You need to make your objectives appropriate for the amount of time you are given to
prepare the presentation, as well as the amount of time you’ll have to present. Keep in
mind that it is better to cover only part of the information and cover it well than to
present too much information inadequately. Poorly presenting too much information
will confuse your audience.
You’ll also need to consider the resources that will be available to you while preparing
the presentation, such as available funds and personnel, especially if either resource will
be needed to conduct research or to prepare your visual aids.
To make your objectives realistic, you should consider the knowledge and authority
level of your audience. Without the necessary levels of knowledge and authority, your
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audience might not be able to accomplish the desired results. Your audience might not
have the required knowledge for you to cover the topic at an advanced level, or they
might not have the authority needed to implement a change you want to adopt.
If either of these situations is true for your audience, you might want to give the
presentation simply to familiarize your audience with the topic. In this case, the primary
reason you are giving the presentation might change. If so, you’ll need to prepare the
presentation accordingly.
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24. 1–10 Effective Presentations
Secondary objectives
You can establish secondary objectives if you find it helpful. These objectives might be
goals that accompany the primary objective; they often are used to help you accomplish
the primary objective. For example, while trying to persuade your audience to purchase
a new piece of equipment, you might want to start by educating them about the new
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equipment.
Do it! B-3: Making realistic objectives
Exercises
1 What are the various constraints that should be considered while preparing a
presentation?
Discuss with students the Time to present
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importance of considering
these constraints. Resources available for the presentation
Knowledge and authority level of the audience
2 Do you need secondary Yes. You need secondary objectives to help you
objectives? Why? accomplish the primary objective.
Divide the class into two 3 MCorp is planning to release a new cosmetic product in the open market. Before
groups to complete this the release, the senior manager wants to present the business plan to the
task. After they finish, ask
a student from each group employees. What primary objectives should this presentation have?
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to share.
What is the target segment for the product?
These are questions you
can ask students to help Who are the key competitors?
identify the primary
objectives.
What is our unique selling proposition?
Based on the primary objects, list some possible secondary objectives.
These questions will help What is the average age of the customer?
identify the secondary
objectives. What is the average income of the customer?
What is the marital status of the customer?
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Do customers want a guarantee with the product?
What is the competitor market share?
What attracts customers to the competitors?
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25. Fundamentals of presentation 1–11
Unit summary: Fundamentals of presentation
Topic A In this unit, you learned how to identify and use effective presentations as a
communication tool. You also learned about the six different types of presentations
that commonly are used.
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Topic B Then, you learned the three aspects necessary for planning a presentation. You also
learned how to establish and determine objectives for the presentation. Then, you
learned how to make realistic objectives. Finally, you learned how to introduce
secondary objectives.
Independent practice activity
1 What makes a presentation effective?
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A presentation is effective when you communicate information in a clear and succinct manner.
Effective presentations contain several elements, including support materials, presentation skills,
and relevant content. You need to eliminate all irrelevant content from the presentation, so that
the listener is not overloaded with data.
2 Why do people give presentations?
People give presentations for several reasons. It is the best method to convey the information
they need to share, or they might have a passion for a topic, or they might simply want to
emphasize their knowledge and abilities.
3 What is a problem-solving presentation?
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A problem-solving presentation identifies possible solutions to eliminate a problem. If you make a
problem solving presentation, you need to provide the audience with essential information about
the problem, determine its causes, and suggest an appropriate solution.
4 When can you use a reporting presentation?
You can use a reporting presentation when you have to give someone an update on a situation.
Reporting presentations often are used to report the progress of a project the audience is familiar
with.
5 What is the main goal when you give a persuasive presentation?
The goal of a persuasive presentation is to change the minds of audience members. Depending
on the situation, you might influence the audience to agree with your point of view or you might
attempt convincing the audience to adopt some action plan.
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6 Gathering information is used by the presenter to learn about the audience, and a
specific focus for the presentation will be created. True or false?
True
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26. 1–12 Effective Presentations
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27. 2–1
Unit 2
Audience analysis and supporting material
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Unit time: 50 minutes
Complete this unit, and you’ll know how to:
A Analyze the audience and identify the
benefits of audience analysis.
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B Determine the supporting material and the
types of supporting material.
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28. 2–2 Effective Presentations
Topic A: Audience analysis
Explanation Audience analysis is the process of determining the audience’s needs, so you can give a
beneficial presentation. You should determine the reason people will attend your
presentation; it might be a requirement, or they might be interested in the topic. It is also
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helpful to determine your audience's attitudes, interests, and level of knowledge.
The level of knowledge your audience has about the topic will determine the manner in
which you present your information. You should avoid boring your audience with
information they already know or confusing them with complex information. You
should also know if you need to define any terminology for them.
In addition, it is important to know your audience's expectations of your presentation,
such as what they are hoping to learn. In addition, you might want to find out their age,
gender, political membership, religious affiliation, or any other demographic
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information so you can cater your presentation to them.
Benefits of audience analysis
Besides accommodating the audience, audience analysis will help you determine what
types of information you’ll need to incorporate into your presentation to make it
successful. Knowing who your audience is will help you select information that will
effectively influence them.
In addition, you’ll be able to address appropriately any serious concerns your audience
might have. For example, if you know that the audience already possesses a negative
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attitude toward your topic, you would present it in a different manner than if you did not
know about their attitude. In this situation, you might want to open the presentation with
some reasons why the audience should listen to what you have to say.
Ways to analyze the audience
When possible, you should always try to complete your audience analysis before
preparing your presentation. Of course, there might be times when you cannot obtain
the information you need ahead of time. There are methods of audience analysis to
accommodate both of these situations:
• Talk to the audience during preparation
• Collect information about the audience
Talk to the audience during preparation
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It is always a good idea to talk to the target audience while preparing the presentation,
that way you can ask about their expectations regarding the information you will be
sharing.
However, if you cannot speak with audience members prior to the presentation, you can
talk with them at the outset of it. Before opening your presentation, take time to ask
some questions to get to know your audience. A good way to do so is to ask some
questions and have your audience respond by raising their hands. Audiences are usually
more comfortable raising their hands than shouting out in a presentation environment.
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29. Audience analysis and supporting material 2 –3
Collect information about the audience
If you cannot talk to individuals who will be in the audience, you can still learn about
them. Talking to other people who have presented for the same audience can give you
insight into the audience's attitudes, level of knowledge, and interests. Other ways of
gaining information about your audience include looking at examples of their work or
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talking to their colleagues.
Obviously, you cannot make major adjustments to your presentation at this point, but
you can make small ones. For example, if you are using a story in your presentation,
you could prepare two stories. After talking with your audience, select the one you feel
will be most effective.
Do it! A-1: Analyzing the audience
Exercises
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Play the movie on the 1 Watch the movie clip and then answer the following
slide by clicking on it.
What does Marcus want to know Marcus wants to know about the audience.
by asking about Dana’s
expectations of the presentation?
List ways you can use to analyze By talking to them during the preparation or by
the audience. collecting information about the audience
beforehand.
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Tell students that there 2 State some of the best practices • Ask the audience about their expectations.
are numerous ways of used to talk to the audience during
talking to the audience • Ask some questions to get to know them.
during a presentation. a presentation.
Don’t restrict them to
those mentioned here. 3 Build a presentation based on the details the instructor provides.
Divide the class into two You are a salesperson from a sunglasses
groups. Brief each group
Exercise for Group A
separately about the
company. You need to make a presentation to sell
exercise. Ask them to these sunglasses.
create a presentation
during the next 10 Exercise for Group B You are a salesperson from a sunglasses
minutes. Then, have one company. You need to make a presentation to sell
member from each team these sunglasses. Snow mountaineers comprise
present it. the audience.
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Ensure that both Discuss how knowing the
groups do not discuss audience will help bring focus to
each other’s exercises.
the presentation.
Ask other students in the
audience to identify the
differences between the
two presentations.
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30. 2–4 Effective Presentations
Topic B: Supporting materials
Explanation Supporting materials are the specific pieces of information that develop the topic of
your presentation and support your ideas or claims. Supporting materials function to
make presentations effective in four ways:
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• Facilitate understanding: Supporting materials clarify ideas by providing
specific information.
• Maintain attention: Supporting materials, especially stories, are interesting for
audience members.
• Improve retention: Supporting materials, such as repetition and stories,
promote memorization.
• Prove claims: Supporting materials provide proof that your claims are true.
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Determining the supporting material
Before selecting supporting materials to include in your presentation, you should review
your objectives. Then, select materials that’ll accomplish these objectives. Think about
what information you need to include, so your audience will accept the presentation’s
message.
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Exhibit 2-1: Determining supporting material
You should consider how the types of supporting materials you select would affect your
audience. Then, determine which supporting materials would convey information that is
best suited for your audience and for your presentation topic. For example, it might be
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more effective for your particular audience to see statistics represented in a visual
display than to hear a story about an individual who represents the statistics.
After you have chosen all supporting materials, you should re-examine each item to
justify including it in the presentation and make sure it is relevant to your objectives.
Each supporting material should be specific and easy to understand, because
information that is not clear will confuse and frustrate your audience.
The number of supporting materials you include depends on how much time is available
for you to prepare and to deliver the presentation. You should refer to your objectives
and determine how much information you must cover to accomplish them. In
presentations, it is better to leave your audience wanting to hear more than
overwhelming them with so much information that they lose interest.
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31. Audience analysis and supporting material 2 –5
Try to incorporate a variety of supporting materials to maximize audience interest. In
addition, to increase the credibility of your supporting materials, you should cite the
source of the information. This is especially important when using statistics and factual
data.
Do it! B-1: Selecting supporting materials
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Question Answer
1 What is the importance of • Facilitate understanding
supporting materials?
• Maintain attention
• Improve retention
• Prove claims
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2 How do you determine which You should review your objectives and
supporting materials to include? accordingly select the supporting materials that
will accomplish the objectives.
3 How do you determine how many The number of supporting materials you include
supporting materials to include? in your presentation depends on how much time
is available for you to prepare and deliver the
presentation.
Types of supporting material
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Explanation There are six categories of supporting materials you can use to develop your
presentation:
• Examples
• Testimony
• Statistics
• Analogies
• Retention aids
• Visual aids
Examples
Examples are a highly effective supporting material that can be short illustrations of a
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point you are making or longer, more descriptive narrations. Examples can also be
stories about real or hypothetical situations.
Examples are effective supporting materials for several reasons. Examples are easy to
listen to, and they maintain audience interest. They also help the audience remember
your presentation because stories are naturally easy to remember. In addition, examples
make a strong connection with audiences. Audiences find examples interesting because
they often can relate to them and are curious to know what a story's outcome will be.
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32. 2–6 Effective Presentations
Testimony
Testimony uses knowledge from other people to make your presentation stronger. There
are two types of testimony that can be used in a presentation:
• Expert testimony is taken from individuals that are recognized as authorities on
the topic and is best suited to provide credibility to your claims.
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• Lay testimony is taken from individuals who are not recognized authorities, but
have some valuable experience with the topic. Lay testimony provides first-hand
insight and can be emotionally influential.
When using testimony, you might quote individuals or paraphrase what they said. In
general, you should use a quotation when the source's exact words are important,
because they are more powerful than a paraphrased version. Quotations are usually
concise and compelling. If you only want to express the overall idea provided by a
source, you should paraphrase the person's words. Paraphrasing is especially effective
when a quote is lengthy.
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You should apply the following guidelines when using testimony:
• Retain integrity: Be sure you do not change the meaning of what was said.
• Use unbiased sources: Only use sources that are impartial.
• Use qualified sources: Determine whether the source is in a position to know
about the topic.
• Use representative testimony: Be sure testimony is not misleading.
• Identify the source: Tell your audience the source's name and qualifications.
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Do it! B-2: Understanding the types of supporting material
Exercises
1 What are the types of supporting • Examples
material?
• Testimony
• Statistics
• Analogies
• Retention aids
• Visual aids
2 Which of the following is a type of testimony?
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A Client testimony
B Authority testimony
C Amateur testimony
D Lay testimony
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33. Audience analysis and supporting material 2 –7
3 You have to make an effective presentation on “Smoking is injurious to health”
using two types of supporting materials, an example and a testimony. Explain how
you'll use them in your presentation and the benefit of using them.
Share these examples Examples You can show a visual aid of a comparison
with students and between a smoker and a nonsmoker climbing a
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encourage them to come mountain.
up with their own.
Testimony You can give a recorded statement of a chain
smoker that'll discourage people from smoking.
Statistics
Explanation Statistics provide strong evidence for the claims you make in your presentation.
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However, you must be careful when using statistics. Statistics can be misinterpreted
easily, so you should carefully evaluate any statistics you plan to use. Examine whether
they really measure what they claim to measure and be sure that the source is unbiased.
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Exhibit 2-2: Statistics
In addition, you should take care in the way you present statistics; the numbers do not
always make an impact. Help your audience understand the statistics by interpreting
them. One way to interpret statistics is to explain them through an analogy. For
example, you could describe a large amount of money in terms of paper bills stacked to
a height measured in building stories or by describing the purchasing power of that
amount of money.
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Another effective way to interpret statistics is to display them through visual aids. You
could use a pie chart or graph so the audience can see the statistics visually.
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34. 2–8 Effective Presentations
Analogies
Explanation Analogies are beneficial supporting materials because they provide familiarity for the
audience. When new ideas and concepts are explained in a familiar context, audience
members are more likely to understand and accept them. There are two types of
analogies that can be used in presentations:
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• Figurative analogies draw comparisons between items that are fundamentally
different. These analogies usually are used to improve understanding by
comparing an unfamiliar concept to a familiar one. For example, a company's
organizational structure might be compared to the parts of a tree to help
employees understand the responsibilities of each department and their
relationships with other departments.
• Literal analogies make comparisons between items that are essentially the same.
This type of analogy can be used to increase understanding, but it also might be
used to provide proof. For example, comparisons between two copiers could be
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made to determine which one is better.
Retention aids
There are four elements that will improve the audience's retention of information:
• Repetition is important, because audiences probably will not remember
information after hearing it just once. In fact, it might take hearing a piece of
information ten times before people learn it. Reiteration can be done with the
same or different wording.
• Humor enhances memory by relaxing your audience, making them more open
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to the information you are presenting. Any humor you decide to incorporate in
your presentation should be relevant to the topic.
• Participation helps in attaining a fuller understanding of the topic. Other
methods of improving retention include asking the audience questions, letting
them share their ideas, or having them complete a worksheet.
• Association used in acronyms or mnemonic devices also aids in retention. For
example, the acronym SMART can help you remember the characteristics of
effective goals: specific, measurable, achievable, relevant, and time-based.
Visual aids
Visual aids are effective supporting materials, because they communicate some forms of
information faster and more effectively than words could. Furthermore, visual aids can
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improve your credibility. Carefully planned, well-made visual aids will show that you
thoroughly have prepared for the presentation and that you care about your topic.
In addition, visual aids add interest for the audience. They can improve audience
members' understanding and retention of the information presented. Visual aids can also
help your audience follow the flow of your presentation. For example, a graph that
illustrates the number of sales for a product line over the past five years clearly would
show the audience how sales have risen or plummeted.
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35. Audience analysis and supporting material 2 –9
Do it! B-3: Exploring retention and visual aids
Exercises
Ask students to close their 1 You have to solve the following puzzle: Imagine if you were driving a bus that
books and take a pen and had 30 people and then the bus stopped at the bus stop and 8 people got off and 12
a paper. Read aloud the
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puzzle only once. After got on, at the next stop 17 got off and 11 got on, at the next stop 2 got off and 6
you finish reading the got on. Who is driving the bus?
puzzle, ask one or two
students to give the Why do you think repetition is Because the audience is not likely to remember
answer. Your main focus the information after hearing it only once.
important?
should be on how well the
students understood the
puzzle. 2 Read the following scene. Nathan (Account Executive) is sitting at his desk. He
looks up as Nicholas (District Manager) enters. Nicholas is carrying some papers
Discuss that if the puzzle with the following information: 30 percent of people go to school, 50 percent of
had been repeated it
people learn from home, 20 percent of people don’t bother taking classes.
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would have been easy to
give the answer.
Nathan. (Shows the papers to Nicholas asking him) Well, I think that covers all
The answer for the puzzle that I have to present. Don’t you?
is "You are driving the
bus."
Nicholas: (standing to leave) Yes, I feel much better about this report now.
Ask a few students to (observing the graph) Hey, what’s your graph for?
share their thoughts.
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Ask students to identify
reasons why the graph Take a few minutes to think why Nathan was using graphs and what are the
would be included in the benefits of using graphs.
presentation and what
information is needed to The graph here helps the audience understand
interpret it. the statistics by interpreting them through visual
aid.
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36. 2–10 Effective Presentations
Ask students to list the 3 Create a presentation on “How to brush your teeth?”
key supporting materials
they'll include in their
What type of supporting material Visual aids are used in this presentation.
presentation. Ask two or
three students to give the is used in this presentation?
presentation.
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Click the embedded object
to show students the
presentation “Brush your
teeth”.
Discuss the use of the
supporting materials.
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37. Audience analysis and supporting material 2–11
Unit summary: Audience analysis and supporting
material
Topic A In this unit, you learned how to analyze the audience before giving a presentation.
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Next, you learned about the benefits of audience analysis.
Topic B Then, you learned how to determine and select supporting material. Finally, you
learned about the different types of supporting material.
Independent practice activity
You meet Phyllis Bannon, Icon International’s East Coast Vice President of Marketing,
and Bruce Madison, Icon’s Director of Information Services, to gather information for
the presentation about Icon’s Worldwide Network Solution (IWNS). As a member of
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the marketing team, you need to decide what types of information to include in the
presentation for the industry journalists.
1 Who is the audience for this presentation?
This presentation is for industry journalists. Journalists write about telecommunication products
every day and are quite knowledgeable. You need to keep the technology aspects of the
presentation basic because you are using new technology for the marketplace.
2 What is the main goal of audience analysis?
The main goal of audience analysis is to present the IWNS information to the journalists in a
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positive light so that they’ll write a favorable article about it in their trade publications.
3 What are the supporting materials that’ll help to convey your message?
Charts and graphs will communicate your message because they’ll be helpful to present the
statistical data.
4 Phyllis says, “If the Duckland Corporation had been using the IWNS system, then
their plans would have been stolen. This story was in the newspaper several times
last week.” Bruce comments on this, “That was a big story. If I remember correctly,
they had the plans for their new product line stolen from what they thought was a
secure Internet site. It sure cost them millions in future revenue.” Is this example
beneficial, why?
Yes, we can use the Duckland story as a good example. To make connection with the audience
we can say this problem would not have occurred if they had been using the IWNS system.
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5 Will handouts given to journalists during a tour be helpful?
Yes. They can help the journalist to read about the relevant information.
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38. 2–12 Effective Presentations
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39. 3–1
Unit 3
Building presentations
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Unit time: 70 minutes
Complete this unit, and you’ll know how to:
A Build a presentation.
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B Develop an introduction and capture the
attention of the audience.
C Organize the body of the presentation and
use transitions.
D Conclude the presentation.
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40. 3–2 Effective Presentations
Topic A: Build presentations
Explanation Organization is extremely important in a presentation because the audience cannot
follow your work if they become confused. Therefore, it is the responsibility of the
presenter to help the audience understand the presentation from beginning to end.
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Importance of organizing the presentation
The way in which you organize your presentation directly influences your audience's
ability to understand the message you are trying to communicate. In order for an
audience to understand your presentation, they must be able to follow the chain of
reasoning that leads to your final conclusion. If the audience cannot understand your
presentation, they’ll probably doubt your credibility. Without credibility, you’ll be
unable to make a strong impact on the audience, and you might not achieve your
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objectives.
In addition, knowing that your presentation is organized clearly will help you feel more
confident when presenting so you can deliver your presentation more fluently.
Response from a presentation
There are two points in a presentation that generate high levels of attention and retention
in the audience: the beginning and ending. When you begin a presentation, the audience
will have some natural curiosity about you and your topic. If your opening is strong
your audience will become interested in your topic, but if the opening is weak, they
might decide not to listen.
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After you begin your presentation, the audience's level of interest will drop naturally.
The size of this decline depends greatly on your presentation's organization. If the
presentation makes sense, and you use stimulating supporting materials, you can
increase the audience's levels of attention and retention.
The end of your presentation usually will increase audience interest, but this part of the
presentation also depends on organization. If your audience is confused and does not
realize you are reaching the conclusion, the levels of attention and retention will not
increase. However, if the audience has followed your presentation and you emphasize
the conclusion, their level of interest will increase.
Organize a presentation
A presentation should consist of three major parts:
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• The introduction is the first impression you’ll give the audience, so you’ll want
to be prepared for it. The introduction provides you an opportunity to introduce
your topic and show the audience why they should listen to your presentation.
• The body of the presentation will absorb most of the time you have for
presenting, because it includes most of your supporting materials, as well as all
your main points. The main points will be the important ideas you want to
express to your audience. Each one should be a single idea that is different from,
but related to, the other main points.
• The conclusion is your last chance to make your message clear. It is an
opportunity to summarize what you have covered in the presentation and make a
lasting impression.
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41. Building presentations 3 –3
Do it! A-1: Building the presentation
Exercises
Show students the 1 View the slide shown by the instructor. Pick any one of the topics displayed and
“Building” slide and ask write a brief article. Share your thoughts on how you collected and organized your
them to write an article on
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any one topic. thoughts to build the article.
Give three to four minutes
to complete and then ask
a few students to share
their thoughts. Your main
focus should be on how
they organized the article.
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The main idea behind this discussion is to show
how you connected your thoughts and built an
article. You can also build a presentation by
joining its different parts.
Ask two students to share 2 Discuss the three most important parts of writing a letter.
their viewpoints.
Now show them the slide Stress that the structure that applies to an article
“Organizing” to explain the also applies to the creation of a presentation.
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major parts of organizing
a letter.
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42. 3–4 Effective Presentations
Topic B: Develop an introduction
Explanation To develop an introduction there are three essential functions:
• Capture attention
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• Establish credibility
• Preview topic and main points
Capture attention
Many of the audience members might be preoccupied with distractions outside the
room, in the room, or they might be thinking about other things. Therefore, your
introduction will need to break this preoccupation.
After you have their full attention, you’ll need to focus on maintaining it. To keep the
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audience interested in the rest of your presentation, you should provide them with
sufficient reason to listen. You can do so by telling them why the topic is important,
relating the topic to them, and telling them what they’ll learn from the presentation.
Establish credibility
It is important to establish your credibility in the introduction of your presentation
because the audience will be more likely to listen to your message if they feel you are
qualified to speak on the topic. Therefore, you need to share with the audience the
knowledge, personal experience, or professional experience you have that is relevant to
the topic.
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To share your qualifications, you should list them and relate them to your topic. You’ll
want to appear confident, but not arrogant. It is possible that you might not have first-
hand experience with the topic. If your knowledge comes from research you have done
or from interviews you have conducted, you should share these sources with your
audience.
Preview topic and main points
The last function your introduction should serve is to give the audience a preview of the
topic and main points. As you introduce your topic, you can provide any background
information the audience will need to understand the presentation, such as definitions.
Previewing the main points gives the audience a sense of the presentation's
organization. If they know what to listen for and what to expect, they’ll be able to
follow along better.
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43. Building presentations 3 –5
Do it! B-1: Developing the introduction
Exercises
Ask some students to 1 You have seen your instructor teaching this class by giving a presentation. List
share their viewpoints. five methods that were used to capture your attention.
Write their thoughts on a
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transparency and then
connect them to the next 2 Why is organizing a presentation Because it affects the level of credibility and
topic. important? confidence of the presenter.
Audience attention
Explanation There are several methods you can use to gain the audience’s attention during the
introduction. You should use the method that works best for you, your topic, and your
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audience. Use one or any combination of these common methods:
• Question
• Story
• Quotation
• Startling statement
• Audience reference
Question
Asking questions that relate to the topic and the audience members is an effective way
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to arouse interest in your presentation. You can ask one question or a set of questions
that pull the audience deeper into the topic.
After asking a question, it is helpful to pause for a moment, so the audience has time to
think about their own answers to the question. You should then answer each question
fully, so the audience is not left wondering what the answers are and will be able to
focus on what you are saying.
Story
Telling a story in your introduction adds a human element to your topic. Sharing your
experiences or the experiences of others helps the audience relate to your topic. People
naturally are interested in stories, and occasionally, the audience members might have
had similar experiences themselves.
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Quotation
Quotations provide an interesting way to open a presentation. You can select a quotation
from a famous author, politician, philosopher, or an expert in the field of your topic.
Quotations can also come from people who are not experts, as long as they have first-
hand experience with the topic and something important to say that will be meaningful
for the audience.
If you choose to use a quotation in your introduction, be sure to select one that is short,
is easily understood, relates to the topic, and will be interesting for the audience. A
quotation that is lengthy, complicated, or not easily connected to the topic quickly will
lose the audience's attention.
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44. 3–6 Effective Presentations
Startling statement
A startling statement is an effective opening, because it quickly grabs the audience's
attention and makes them want to hear more about your topic. The statement could be a
surprising statistic, an unusual experience, or a vivid description of some growing
problem.
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It is essential that your statement be relevant to the topic. If you use an irrelevant
statement just for shock value, you might confuse or offend your audience and lose their
attention.
Audience reference
Referring to the audience is an effective means of capturing their attention. If you show
the audience members what they’ll gain from listening to the presentation, they’ll be
more likely to pay attention.
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You can grasp the audience's attention by telling them how the topic relates to their
lives or even by making a promise of what they’ll learn by the end of the presentation.
Of course, you must fulfill this promise. Audience members appreciate their time being
used wisely and will be interested in information that will benefit them.
Do it! B-2: Capturing the attention of the audience
Exercises
Ask students to share 1 What is the purpose of sharing a quotation during a presentation’s introduction?
their answers and ask
them to provide reasons. A Establish the speaker’s credibility
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B Capture the audience’s attention
C Preview the topic
D Create concern for the topic
Play the movie on the 2 Watch the movie clip and then answer the following:
slide by clicking on it.
Ask students what are In your opinion, are questions the Yes, they capture the attention of the audience
some of the other ways to best way to open a presentation? and make them listen to the presenter.
capture the audience’s
attention.
Is a pause at the end of a question Yes, it is good practice because it gives the
good practice? audience time to think about the question.
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