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Chapter 12 Chapter 12 Designing and Delivering Business Presentations Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Planning an Effective Presentation Select a topic of interest to you and the audience Determine the purpose (what you want audience to gain) Identify major points and locate supporting information Develop a strong opening and closing Arrange for a proper introduction Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Structure of a Presentation Introduction “Tell them what you are going to tell them . . .” Body “ . . . then tell them . . .” Conclusion “ . . . and then tell them what you have told them.” Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Elements of an Effective Introduction • Captures attention and involves the audience • Establishes rapport with the audience • Presents the purpose statement • Previews the main points to be covered Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Techniques for Gaining Audience Attention and Interest Shocking statement or startling statistic Quotation by an expert or well-known person Appropriate joke or humor Demonstration or dramatic visual Related story or anecdote Reference to the occasion of the speech Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Use Transitional Sign Posts In summary Forecast next idea Readjust expectations Emphasize relationships Give audience time to digest material covered Give speaker time to think about next point finally Business Communication, Anniversary Edition Lehman and DuFrene once again however 2002 South-Western/Thomson Learning Chapter 12 Elements of an Effective Summary • Lets audience know you are summarizing • Leaves audience with a clear, motivating, and memorable statement • Summarizes the primary points and/or makes a call for action • Is tied to the introduction to create unity • Does not end with “thank you” or “that's the end” Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Benefits of Using Presentation Visuals • Enhances speaker’s delivery • Clarifies and emphasizes important points • Meets audience’s expectations for up-todate visuals • Reduces time required to present • Increases audience retention • Increases speaker’s ability to meet goals and lead a group to consensus Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Presentation Design Strategies • Limit the number of visual aids used in a single presentation • Develop precise slide content to reflect important ideas • Create a standard design that is simple and clean — Slide layout and design — Effective font selection and use of color Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Preparing Slide Content • Include only one major idea on each visual • Write descriptive slide titles • Make the items in a bulleted list parallel • Avoid distorting facts and relationships • Clear all copyrights for multimedia content used • Proofread the visual carefully Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Slide Layout and Design • Provide unity with a standard design • Include key points using the 7 x 7 rule • Use graphic devices to enhance design • Select appropriate page layout and positioning • Use alignment, capitalization and punctuation effectively • Avoid confusing abbreviations, italics, and underline Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Using Visuals Effectively Design visuals with high impact: — Limit the number of visuals to avoid overload — Include only one the major idea you want the audience to remember — Keep design concise, simple and large enough for everyone to read — Make sure visuals are error-free Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Using Visuals Effectively (cont.) Refer to the visual and let audience know how it fits into the presentation Maintain eye contact with the audience and raise voice slightly when using a visual Paraphrase rather than read the visual line for line Step to one side so the audience can see the visual clearly Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Practicing Effectively • Prepare thoroughly to minimize natural nervousness • Prepare effective presentation aids and useful notes pages • Practice to minimize nervousness and to identify organizational flaws or verbal stumbles • Dress to create a professional image • Arrive early to acquaint yourself with room and to check last-minute details Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Delivering an Effective Presentation Use clear, articulate speech and proper pronunciation Avoid annoying verbal fillers Maintain eye contact with audience members throughout the group Smile genuinely and use gestures naturally to communicate confidence and warmth Adjust presentation based on audience feedback Handle questions from the audience politely Keep within the time limit Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Speaking with an Intercultural Audience Use simple English and short sentences Avoid expressions peculiar to North American usage Avoid words that trigger emotion Enunciate carefully and speak more slowly Use humor and jokes cautiously Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning Chapter 12 Guidelines for Speaking with an Intercultural Audience (cont.) Seek feedback to ensure you are being understood Consider the culture’s: – Preferences for direct or indirect presentation – Nonverbal communication – Desired degree of formality – Gift-giving practices – Conventions for greetings and farewells Business Communication, Anniversary Edition Lehman and DuFrene 2002 South-Western/Thomson Learning