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© 2010 Thomson South-Western
Instructor Only Version
CHAPTER 12CHAPTER 12
BusinessBusiness
PresentationsPresentations

Chapter 12, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e
Getting Ready for anGetting Ready for an
Oral PresentationOral Presentation
Know your purpose.
 What do you want your
audience to believe,
remember, or do when
you finish?
 Aim all parts of your talk
toward your purpose.
© STOCKBYTE / GETTY IMAGES

Chapter 1, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 12, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e
Getting Ready for an Oral Presentation
Identify
your
purpose
Understand
your
audience
Organize
the
conclusion
Organize
the
body
Organize
the
introduction

Getting Ready for anGetting Ready for an
Oral PresentationOral Presentation
Understand your audience.
 Friendly, neutral,
uninterested, hostile?
 How to gain credibility?
 How to relate this
information to their needs?
 How to make them
remember your main
points?
© STOCKBYTE / GETTY IMAGES

Organizing ContentOrganizing Content
Capture attention in the introduction.
 Grab listeners’ attention and get them
involved by opening with a promise,
story, startling fact, question, quotation,
relevant problem, self-effacing story, or
some other tactic.
 Identify yourself and establish your
credibility.
 Preview your main points.

Succeeding WithSucceeding With
Four Audience TypesFour Audience Types
 Friendly
 Neutral
 Uninterested
 Hostile
Click icon for more details. Adobe Acrobat
7.0 Document

 A Promise
“By the end of my talk,
you will . . . .”
 Drama—tell a moving
story; describe a problem.
 Eye contact—command
attention by making eye
contact with as many
people as possible.
Ten Techniques for GettingTen Techniques for Getting
Your Audience’s AttentionYour Audience’s Attention

 Movement—leave the lectern area. Move
toward the audience.
 Questions—ask for a show of hands. Use a
rhetorical question.
 Demonstrations—include a member of the
audience.
 Samples, gimmicks—award prizes to
volunteer participants; pass out samples.

 Visuals—use graphics
and other visual aids.
 Dress—professional
dress helps you look
more competent and
qualified
 Appeal to the
audience’s self-interest
—audience members
want to know, “What's in it
for me?”

Organize the body logically.
 Develop two to four main points. Streamline
your topic and summarize its principal
parts.
 Arrange the points logically by a pattern.
 Prepare transitions to guide the audience.
 Have extra material ready. Be prepared
with more information and visuals if
needed.

Summarize in the conclusion.
 Summarize your main themes.
 Provide a final action-oriented focus that
tells listeners how they can use this
information or what you want them to do.
 Include a statement that allows you to
depart the podium gracefully and leaves
a lasting impression.

Patterns for Organizing the
Body of Your Presentation
Pattern Example
Chronology Describe the history of a problem,
organized from the first sign of trouble to
the present.
Geography/
space
Arrange a discussion of the changing
demographics of the workforce by
regions, such as East Coast, West
Coast, and so forth.
Topic/function/
conventional
grouping
Organize a report discussing mishandled
airline baggage by the names of airlines.

Pattern Example
Comparison/
contrast
(pro/con)
Compare organic farming methods with
those of modern industrial farming.
Journalism
pattern
Explain how identity thieves ruin your
good name by discussing who, what,
when, where, why, and how.
Value/size Arrange a report describing fluctuations
in housing costs by house value groups
(houses that cost $100,000, $200,000,
and so forth).
Importance Organize from most important to least
important the reasons a company should
move its headquarters to a specific city.

Pattern Example
Problem/
solution
Discuss a problem followed by
possible solutions.
Simple/
complex
Organize a report explaining genetic
modification of plants by discussing
simple seed production progressing
to complex gene introduction.
Best case/
worst case
Analyze whether two companies
should merge by presenting the best
case result (improved market share,
profitability, employee morale)
opposed to the worse case result
(devalued stock, lost market share,
employee malaise).

Supporting Your Main Points*
Type Use Comments
Example Illustrate
Clarify
Add interest
Introduce in groups of two
or three.
Consider preceding or
following with relevant story.
Story Prove point
Illustrate
Adapt to audience.
Must support thesis.
Control length.
*Supplementary lecture. Not included in textbook.

Type Use Comments
Quotation Prove point
Add credibility
Add interest
Cite source.
Paraphrase or read
verbatim.
Follow up with restatement
or explanation.
Comparison Improve
understanding
Add figurative
interest
Link familiar with
unfamiliar.
Be sure comparison or
analogy is valid.
Statistics Prove point
Add credibility
Link to audience needs.
Use sparingly; round off.
Support with visuals,
handouts.

Worst- and
best-case
scenarios
Worst- and
best-case
scenarios
Personalized
statistics
Personalized
statistics
Personal
anecdotes
Personal
anecdotes
SimilesSimiles
MetaphorsMetaphors
AnalogiesAnalogies
Building AudienceBuilding Audience
Rapport withRapport with
Effective ImageryEffective Imagery
Building AudienceBuilding Audience
Rapport withRapport with
Effective ImageryEffective Imagery
Building Rapport Like a ProBuilding Rapport Like a Pro

Effective Imagery
 Analogy – a comparison of something
familiar with something unfamiliar
To understand how the heart is divided,
imagine a house with two rooms upstairs
and two downstairs.

Effective Imagery
 Metaphor – an implied, nonliteral
comparison
The old office building became a money
pit.
 Simile – a comparison that includes the
words like or as
His mind works like a computer.

Other Ways to Connect With Your
Audience
 Personal anecdotes
 Personalized statistics
 Worst- and best-case
scenarios

Using Verbal Signposts to Transition
As you can see, we have two
primary reasons explaining . . .
Summarizing
Previewing
Now let's look at three reasons
for . . .
My next major point focuses on . . .
Let me review the two major
factors I've just covered. . .
Switching
Directions
I've just discussed three reasons
for X. Now I want to move on to Y.
Up to this point, I've concentrated
on . . .; now let's look at another
significant factor . . .

Sending PositiveSending Positive
Nonverbal MessagesNonverbal Messages
 Look professional.
 Animate your body.
 Punctuate your words.
 Use appropriate eye contact.
 Get out from behind the podium.
 Vary your facial expressions.

Objects
for
demonstration
Objects
for
demonstration
VideoVideo
Flipcharts
or
whiteboards
Flipcharts
or
whiteboards
HandoutsHandouts
TransparenciesTransparencies
Multimedia
slides
Multimedia
slides
Enhancing YourEnhancing Your
PresentationPresentation
With VisualWith Visual
AidsAids
Enhancing YourEnhancing Your
PresentationPresentation
With VisualWith Visual
AidsAids

Pros Cons
 Easy to prepare,
update, and use
 Readily available
equipment
 Easy to prepare,
update, and use
 Readily available
equipment
 May seem outdated
 Holds speaker
close to projector
 Poor photo repro-
duction
 May seem outdated
 Holds speaker
close to projector
 Poor photo repro-
duction
 Professional
effect
 Graphic options
 Easy to make and
update
 Professional
effect
 Graphic options
 Easy to make and
update
 Requires costly
equipment and
practice to use
 Equipment may
fail
 Requires costly
equipment and
practice to use
 Equipment may
fail
Medium
Multimedia
slides
Multimedia
slides
TransparenciesTransparencies
Characteristics of Visual AidsCharacteristics of Visual Aids

 Encourages
audience
participation
 Enhances recall
 Encourages
audience
participation
 Enhances recall
 Risks unauthorized
duplication and
loss of audience
control
 Risks unauthorized
duplication and
loss of audience
control
 Inexpensive
 Easy to create,
modify, or
customize on the
spot
 Inexpensive
 Easy to create,
modify, or
customize on the
spot
 Requires talent
 Difficult to see
 Cumbersome to
transport
 Requires talent
 Difficult to see
 Cumbersome to
transport
Pros ConsMedium
HandoutsHandouts
Flipcharts
or
whiteboards
Flipcharts
or
whiteboards

 Accurate portrayal
of content
 Suggests serious
preparation
 Accurate portrayal
of content
 Suggests serious
preparation
 Expensive to
create and update
 Incompatibility
issues
 Expensive to
create and update
 Incompatibility
issues
 Realistic effects
 Increases audience
participation
 Realistic effects
 Increases audience
participation
 Extra work and
expensive to trans-
port and replace
 Limited use with
large audience
 Extra work and
expensive to trans-
port and replace
 Limited use with
large audience
Pros ConsMedium
VideoVideo
PropsProps

Preparing a Visually AppealingPreparing a Visually Appealing
PowerPoint PresentationPowerPoint Presentation
Analyze the situation and purpose.
 Live presentation?
 Self-running presentation?
 Saved on server for anytime viewing?
Analyze the situation and purpose.
 Bold colors? Animation?
 Sound effects? Bells and whistles?

Adapt your text and color selections.
 6-x-6 rule: Maximum of six bullets
per screen, six words per bullet
 Combine harmonious colors,
borders, bullet styles, and fonts.
 Use light text on dark background
for darkened rooms.
 Use dark text on light background
for lighted rooms.

 Translate major
headings into slide
titles.
 Use blueprint slides
strategically.
 Build bullet points
with short phrases.
Organize your slides.

 Create a template to serve as
background.
 Avoid visual clichés; find a fresh
template that complements your
purpose.
 Choose layout and design options.
Compose your slideshow.

 Alter layouts by repositioning,
resizing, or changing fonts.
 Consider adding variety and pizzazz
but don’t overdo it.
 Numeric information is easier to
understand when shown in graphs
and charts.

 Create a slide only if it
• helps audience follow your ideas
• highlights points you want audience to
remember
• introduces or reviews key points
• provides a transition between points
• illustrates and simplifies complex
ideas.

 Use PowerPoint’s Slide Sorter View to
rearrange, insert, and delete slides.
 Edit wording to achieve parallel form.
 Strive for conciseness and precision.
 Check for spelling, grammar, and
punctuation.
 Are color choices visually appealing?
Revise, proofread, and evaluate your
slideshow.

 Allow plenty of time to set up and test
equipment.
 Always bring backups.
 Consider transferring your presentation
to a CD or a USB flash drive.
 Look at the audience, not the screen.
 Do not read from a slide. Paraphrase.
Use PowerPoint effectively.

 Leave the lights as bright as possible.
 Use a radio remote control to advance
slides.
 Use a laser pointer to highlight slide
items.
 Don’t rely totally on your slides.
Remember that the audience came to
see and hear you.
Use PowerPoint effectively.

 If you are using a slideshow, practice
thoroughly so that you can speak
extemporaneously without notes.
 If you are speaking without a slideshow,
use notes but try to talk to the audience
conversationally.
 Beware of reading from a script:
BORING!
Polishing Your DeliveryPolishing Your Delivery
and Following Upand Following Up
Delivery Method

Stage Fright SymptomsStage Fright Symptoms
 Dry throat
 Unsteady voice
 Trembling hands
 Tied tongue
 Wobbly knees
 Stomach
butterflies
 Pounding
heart
 Shortage of
breath
 Sweaty
palms

Combating Stage FrightCombating Stage Fright
 Just before you begin to talk,
take some deep breaths.
 Convert your fear into
anticipation and enthusiasm.
 Select a familiar, relevant
topic.
 Prepare 150 percent.
 Use positive self-talk.

 Shift the focus from yourself to your
visual aids.
 Ignore stumbles; keep going.
 Don't admit you're nervous.
 Feel proud when you finish.
 Reward yourself.
Combating Stage FrightCombating Stage Fright

Putting It All TogetherPutting It All Together
During
your
presentation
Before
your
presentation
After
your
presentation

 Prepare thoroughly.
 Rehearse repeatedly.
 Time yourself.
 Dress professionally.
 Check the room.
 Greet members of the audience.
 Practice stress reduction.
AfterDuringBefore

AfterBefore
 Begin with a pause.
 Present your first sentence from
memory.
 Maintain eye contact.
 Control your voice and vocabulary.
 Skip the apologies.
 Incorporate pauses when appropriate
During

 Show enthusiasm.
 Put the brakes on.
 Move naturally.
 Use visual aids effectively.
 Avoid digression.
 Summarize your main points.
AfterBefore During

DuringBefore
 Distribute handouts.
 Encourage questions.
 Repeat questions.
 Reinforce your main points.
 Keep control.
 Avoid Yes, but answers.
 End with a summary and appreciation.
After

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