Transcript File

Chapter 12
Business Presentations
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved
The Benefits of Speaking Well
© 2013 Cengage Learning ● All Rights Reserved
 Correlate with success and
upward mobility depending on
how much you enjoy public
speaking and how effective
you are at it
 Rank high on recruiters’ wish
lists.
 Useful at every career stage.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 2
Successful Oral Presentations
© 2013 Cengage Learning ● All Rights Reserved
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 3
Oral Presentations: Preparation
Know your purpose.
© 2013 Cengage Learning ● All Rights Reserved
 What do you want your
audience to believe,
remember, or do when
you finish?
 Aim all parts of your talk
toward your purpose.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 4
Oral Presentations: Preparation
Know your audience.
 Friendly, neutral,
uninterested, hostile?
© 2013 Cengage Learning ● All Rights Reserved
 How to gain credibility?
 How to relate this
information to their needs?
 How to make them
remember your main points?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 5
Oral Presentations: Organization
The Introduction
© 2013 Cengage Learning ● All Rights Reserved
 Capture listeners’ attention
and get them involved.
 Identify yourself and
establish your credibility.
 Preview your main points.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 6
Capturing the Audience’s Attention
 A Promise
“By the end of my talk,
you will . . . .”
© 2013 Cengage Learning ● All Rights Reserved
 Drama—tell a moving
story; describe a problem.
 Eye contact—command
attention by making eye
contact with as many
people as possible.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 7
Capturing the Audience’s Attention
 Movement—leave the lectern area. Move
toward the audience.
 Questions—ask for a show of hands. Use a
© 2013 Cengage Learning ● All Rights Reserved
rhetorical question.
 Demonstrations—include a member of the
audience.
 Samples, gimmicks—award prizes to
volunteer participants; pass out samples.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 8
Capturing the Audience’s Attention
 Visuals—use graphics
and other visual aids.
 Dress—professional
© 2013 Cengage Learning ● All Rights Reserved
dress helps you look more
competent and qualified.
 Appeal to audience’s
self-interest—audience
members want to know,
“What's in it for me?”
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 9
Building Credibility
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© 2013 Cengage Learning ● All Rights Reserved
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Education
Work experience
Background
Years with company
or in industry
Name of person who
asked you to speak
Self-confidence
Eye contact
Clothing
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 10
Oral Presentations: Organization
The Body
© 2013 Cengage Learning ● All Rights Reserved
 Develop two to four main points. Streamline
your topic and summarize its principal parts.
 Support your main points.
 Arrange the points logically
by a pattern.
 Prepare transitions to
guide the audience.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 11
Supporting Your Main Points*
Type
Example
© 2013 Cengage Learning ● All Rights Reserved
Story
Use
Comments
Illustrate
Clarify
Add
interest
Introduce in groups of two
or three.
Consider preceding or
following with relevant
story.
Prove point Adapt to audience.
Illustrate
Must support thesis.
Control length.
*Supplementary lecture. Not included in textbook.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 12
Type
Use
Comments
Quotation
© 2013 Cengage Learning ● All Rights Reserved
Prove point
Cite source.
Add credibility Paraphrase or read
verbatim.
Add interest
Follow up with
restatement/explanation.
Comparison Improve
Link familiar with
understanding unfamiliar.
Add figurative Be sure comparison or
interest
analogy is valid.
Statistics
Prove point
Link to audience needs.
Add credibility Use sparingly; round off.
Support with visuals,
handouts.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 13
Patterns for Organizing the
Body of Your Presentation
Pattern
Example
Chronology
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Describe the history of a problem,
organized from the first sign of trouble to
the present.
Geography/
Arrange a discussion of the changing
space
demographics of the workforce by
regions, such as East Coast, West
Coast, and so forth.
Topic/function/ Organize a report discussing mishandled
conventional
airline baggage by the names of airlines.
grouping
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 14
Pattern
Example
© 2013 Cengage Learning ● All Rights Reserved
Comparison/
contrast
(pro/con)
Journalism
pattern
Compare organic farming methods with
those of modern industrial farming.
Value/size
Arrange a report describing fluctuations
in housing costs by house value groups
(houses that cost $100,000, $200,000,
and so forth).
Organize from most important to least
important the reasons a company should
move its headquarters to a specific city.
Importance
Explain how identity thieves ruin your
good name by discussing who, what,
when, where, why, and how.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 15
Pattern
Problem/
solution
Simple/
complex
© 2013 Cengage Learning ● All Rights Reserved
Best case/
worst case
Example
Discuss a problem followed by
possible solutions.
Organize a report explaining genetic
modification of plants by discussing
simple seed production progressing
to complex gene introduction.
Analyze whether two companies
should merge by presenting the best
case result (improved market share,
profitability, employee morale)
opposed to the worst case result
(devalued stock, lost market share,
employee malaise).
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 16
Oral Presentations: Organization
© 2013 Cengage Learning ● All Rights Reserved
 Prepare transitions as “bridge” statements
between major points (I’ve just discussed
three reasons for X; now I want to move to
Y).
 Include verbal signposts.
 Keep your audience
interested and involved
throughout the presentation.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 17
Using Verbal Signposts to Transition
Previewing
Now let's look at three reasons
for . . .
My next major point focuses on . . .
© 2013 Cengage Learning ● All Rights Reserved
Summarizing
Switching
Directions
As you can see, we have two
primary reasons explaining . . .
Let me review the two major
factors I've just covered. . .
Up to this point, I've concentrated
on . . .; now let's look at another
significant factor . . .
I've just discussed three reasons
for X. Now I want to move on to Y.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 18
Oral Presentations: Organization
The Conclusion
© 2013 Cengage Learning ● All Rights Reserved
 Summarize your main themes.
 Leave the audience with a
specific and memorable take-away.
 Include a statement that allows
you to depart the podium
gracefully and leaves a
lasting impression.
 Be prepared to answer
questions.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 19
Handling Audience Questions
© 2013 Cengage Learning ● All Rights Reserved
 Tell audience in the beginning of your
presentation that you’ll be taking questions
at the end.
 Pause at the end of your
conclusion before asking
for questions.
 Keep control.
 Call on audience members.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 20
Handling Audience Questions
© 2013 Cengage Learning ● All Rights Reserved
 Repeat each question before answering.
 Direct answers to the entire audience,
not just the person who asked the
question.
 If you don’t know an answer, admit it and
offer to find the answer later. Follow up!
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 21
Oral Presentations: Rapport
Analogies
© 2013 Cengage Learning ● All Rights Reserved
Worst- and
best-case
scenarios
Metaphors
Building Audience
Rapport with
Effective Imagery
Personalized
statistics
Similes
Personal
anecdotes
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 22
Building Rapport Like a Pro
Effective Imagery
© 2013 Cengage Learning ● All Rights Reserved
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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 23
Building Rapport Like a Pro
Effective Imagery
© 2013 Cengage Learning ● All Rights Reserved
 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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 24
Building Rapport Like a Pro
Other Ways to Connect With an Audience
© 2013 Cengage Learning ● All Rights Reserved
 Personal anecdotes
 Personalized statistics
 Worst- and best-case
scenarios
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 25
Oral Presentations: Rapport
Sending Positive Nonverbal Messages
© 2013 Cengage Learning ● All Rights Reserved
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Look professional.
Animate your body.
Speak extemporaneously.
Punctuate your words.
Use appropriate eye contact.
Get out from behind the podium.
Vary your facial expressions.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 26
Oral Presentations: Visual Aids
Multimedia
slides
Objects
for
demonstration
Transparencies
© 2013 Cengage Learning ● All Rights Reserved
Enhancing
Presentations
With Visual
Aids
Video
Handouts
Flipcharts
or
whiteboards
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 27
Characteristics of Visual Aids
Pros
© 2013 Cengage Learning ● All Rights Reserved
 Professional
effect
 Graphic options
 Easy to make and
update
 Easy to prepare,
update, and use
 Readily available
equipment
Medium
Cons
Multimedia
slides
 Require costly
equipment and
practice to use
 Equipment may
fail
 May seem
outdated
Transparencies
 Hold speaker
close to projector
 Poor photo reproduction
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 28
Characteristics of Visual Aids
Pros
© 2013 Cengage Learning ● All Rights Reserved
 Encourage
audience
participation
 Enhance recall
 Inexpensive
 Easy to create,
modify, or
customize
Medium
Handouts
Flipcharts
or
whiteboards
Cons
 Risk unauthorized
duplication
 Potential loss of
audience control
 Require talent
 Difficult to see
 Cumbersome to
transport
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 29
Characteristics of Visual Aids
Pros
© 2013 Cengage Learning ● All Rights Reserved
 Accurate portrayal
of content
 Suggests serious
preparation
 Realistic effects
 Encourage
audience
participation
Cons
Medium
Video
Props
 Expensive to
create and update
 Incompatibility
issues
 Extra work and
expensive to transport and replace
 Limited use with
large audience
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 30
Selecting the Medium
© 2013 Cengage Learning ● All Rights Reserved
 Consider the size
of the audience
and the degree of
formality desired.
 Consider cost,
ease of
preparation, and
potential
effectiveness.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 31
Highlighting Main Ideas
© 2013 Cengage Learning ● All Rights Reserved
 Focus on major concepts only.
 Avoid overkill. Showing too many graphics
reduces effectiveness.
 Keep all visuals simple.
 Make sure visuals add
something of value to
the presentation.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 32
Ensuring Visibility
© 2013 Cengage Learning ● All Rights Reserved
 Use large type for slides
and transparencies.
 Position the screen high
enough to be seen.
 Don’t include too much
information on visual.
 Be sure all audience
members will be able
to see.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 33
Enhancing Comprehension
© 2013 Cengage Learning ● All Rights Reserved
 Make sure you’re on the right visual.
 Don’t rush through visuals too quickly; make
sure audience has enough time to digest
each slide.
 Paraphrase its verbal message; don’t read it.
 Elaborate on each bullet point. Give your
audience more than the slides provide.
 Proofread all visuals carefully.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 34
Practicing the Use of Visual Aids
© 2013 Cengage Learning ● All Rights Reserved
 Rehearse your talk, perfecting your handling
of the visual aids.
 Practice talking to the audience and not to
the visual.
 Test equipment in
advance.
 Have a Plan B!
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 35
Multimedia Presentations
Analyze the situation and purpose.
© 2013 Cengage Learning ● All Rights Reserved
 Live presentation?
 Self-running presentation?
 Saved online for anytime
viewing?
 Sent as a PowerPoint show
or PDF file?
 To be viewed on hand-held
devices?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 36
Multimedia Presentations
Anticipate your audience.
© 2013 Cengage Learning ● All Rights Reserved
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Best colors to use?
Animation?
Sound effects?
Other special effects?
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 37
Multimedia Presentations
Compose your slideshow.
Create a slide only if it does the following:
© 2013 Cengage Learning ● All Rights Reserved
 Generates interest in what you are saying
 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
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 38
Multimedia Presentations
Choose an appropriate template.
© 2013 Cengage Learning ● All Rights Reserved
 Templates combine harmonious colors,
borders, bullet styles, and fonts.
 Select or create a template to serve as
background.
 Avoid visual clichés; find
a fresh template that matches
your purpose.
 Choose layout and design.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 39
Multimedia Presentations
Adapt your text and color selections.
© 2013 Cengage Learning ● All Rights Reserved
 Darkened rooms: use light text on
dark background.
 Lighted rooms: use dark text on
light background
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 40
Multimedia Presentations
Organize your slides.
© 2013 Cengage Learning ● All Rights Reserved
 Translate major headings
into slide titles.
 Build bullet points with
short phrases.
 Use visual elements to
help audience understand
and remember.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 41
Multimedia Presentations
Build bullet points.
6-x-6 rule: Maximum of six bullets per
screen, six words per bullet
© 2013 Cengage Learning ● All Rights Reserved
NOTE: Breaking this rule
is sometimes necessary,
especially when users will
be viewing slides without
speaker assistance.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 42
Multimedia Presentations
Build bullet points.
© 2013 Cengage Learning ● All Rights Reserved
 Focus on major concepts only.
 Use concise phrases balanced
grammatically.
 Add graphics to illustrate
and add interest.
 Avoid using too many
transition effects.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 43
Improving Bullet Points
© 2013 Cengage Learning ● All Rights Reserved
Does not use parallel wording.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 44
Improving Bullet Points
© 2013 Cengage Learning ● All Rights Reserved
Improves wording and includes an illustration
for added interest.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 45
Multimedia Presentations
Compose your slideshow.
© 2013 Cengage Learning ● All Rights Reserved
 Alter layouts by repositioning,
resizing, or changing fonts.
 Consider adding variety and
pizzazz but don’t overdo it.
 Use graphs and charts
to make numeric information
easier to understand.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 46
Multimedia Presentations
Revise, proofread, and evaluate the slides.
© 2013 Cengage Learning ● All Rights Reserved
 Use PowerPoint’s Slide Sorter View to
rearrange, insert, and delete slides.
 Strive for clarity and conciseness.
 Edit wording to achieve parallel form.
 Check for spelling, grammar, and
punctuation.
 Make color choices visually appealing.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 47
Multimedia Presentations
Use PowerPoint effectively.
© 2013 Cengage Learning ● All Rights Reserved
 Prepare and practice thoroughly.
 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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 48
Multimedia Presentations
Use PowerPoint effectively.
© 2013 Cengage Learning ● All Rights Reserved
 Know your material.
 Look at the audience,
not the screen.
 Allow audience time to
absorb the information.
 Do not read from a slide. Paraphrase.
 Leave the lights in the room as bright as
possible.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 49
Multimedia Presentations
Use PowerPoint effectively.
© 2013 Cengage Learning ● All Rights Reserved
 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.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 50
Oral Presentations: Delivery
Delivery Method
© 2013 Cengage Learning ● All Rights Reserved
 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 your notes:
BORING!
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 51
Oral Presentations: Delivery
Stage Fright: Symptoms
© 2013 Cengage Learning ● All Rights Reserved
 Stomach
butterflies
 Pounding
heart
 Shortage of
breath
 Sweaty
palms
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Dry throat
Unsteady voice
Trembling hands
Tied tongue
Wobbly knees
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 52
Combating Stage Fright
© 2013 Cengage Learning ● All Rights Reserved
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Select a familiar, relevant topic.
Prepare 150 percent.
Use positive self-talk.
Convert your fear into
anticipation and enthusiasm.
 Take a sip of water if your
throat is dry.
 Shift the focus from yourself to
your visual aids.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 53
Combating Stage Fright
© 2013 Cengage Learning ● All Rights Reserved
 Realize that it’s okay to make
an occasional mistake.
 Ignore stumbles. Don’t
apologize—just keep going.
 Don't tell the audience that
you're nervous.
 Feel proud when you finish.
 Reward yourself.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 54
Practicing Your Presentation
© 2013 Cengage Learning ● All Rights Reserved
 Begin by reading your
presentation aloud.
 Deliver the presentation
in front of a mirror using
your notes and wearing
your presentation outfit.
 Deliver the presentation to
a friend using your notes.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 55
Practicing Your Presentation
© 2013 Cengage Learning ● All Rights Reserved
 Practice in front of a small
group using your notes.
 Ask for honest feedback.
 Record or videotape
yourself.
 Time yourself.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 56
Putting It All Together
© 2013 Cengage Learning ● All Rights Reserved
Before
your
presentation
During
your
presentation
After
your
presentation
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 57
Putting It All Together
Before
© 2013 Cengage Learning ● All Rights Reserved
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During
After
Prepare thoroughly.
Rehearse repeatedly.
Time yourself.
Dress professionally.
Check the room.
Greet members of the audience.
Practice stress reduction.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 58
Putting It All Together
Before
© 2013 Cengage Learning ● All Rights Reserved
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During
After
Begin with a pause.
Present your first sentence from memory.
Maintain eye contact.
Control your voice and vocabulary.
Skip the apologies.
Put the brakes on.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 59
Putting It All Together
Before
© 2013 Cengage Learning ● All Rights Reserved
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During
After
Incorporate pauses when appropriate.
Move naturally.
Use visual aids effectively.
Avoid digression.
Summarize your main points.
Show enthusiasm for your topic.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 60
Putting It All Together
Before
© 2013 Cengage Learning ● All Rights Reserved
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During
After
Distribute handouts.
Encourage questions.
Repeat questions.
Keep control.
Reinforce your main points.
Avoid Yes, but answers.
End with a summary and appreciation.
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 61
“Speech is power: speech is to persuade,
to convert, to compel.”
© 2013 Cengage Learning ● All Rights Reserved
--Ralph Waldo Emerson
American philosopher,
lecturer, essayist, poet
Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition
Chapter 12, Slide 62
END
Essentials of
Business
Communication 9e
Mary Ellen Guffey & Dana Loewy
© 2013 Cengage Learning ● All Rights Reserved