Transcript Chapter 12 Designing and Delivering Business Presentations Business Communication

Chapter 12
Designing and Delivering
Business Presentations
Business Communication, 14e
Lehman and DuFrene
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Guidelines for Planning
an Effective Presentation
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Select a topic of interest to you and the
audience
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Determine the purpose (what you want
audience to gain)
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Identify major points and locate supporting
information
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Develop a strong opening and closing
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Arrange for a proper introduction
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of 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, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Elements of an
Effective Introduction

Captures attention and involves the
audience
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Establishes rapport with the audience
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Presents the purpose statement
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Previews the main points to be covered
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Techniques for Gaining Audience
Attention and Interest
 Shocking statement or startling
statistic
 Quotation by an expert or wellknown person
 Appropriate joke or humor
 Demonstration or dramatic visual
 Related story or anecdote
 Personal reference, compliment to
the audience, or reference to the
occasion of the speech
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of 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, 14th edition by Lehman and DuFrene
once again
Copyright
however
2005 by South-Western, a division of Thomson Learning
Chapter 12
Elements of an
Effective Summary

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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, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Benefits of Using
Presentation Visuals

Enhances speaker’s delivery
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Clarifies and emphasizes important points

Meets audience’s expectations for up-to-date
visuals
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Reduces time required to present

Increases audience retention

Increases speaker’s ability to meet goals and
lead a group to consensus
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Preparing Memorable
Slide Content
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Limit the number of visuals to avoid overload
Include one major idea with a descriptive title
highlighting it
Compose concise, targeted statements that
you want audience to remember
Develop concise bulleted lists using parallel
language to present related points
Use powerful visuals to meet audience
expectations
Reflect legal and ethical responsibility
Proofread to ensure visual is error-free
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Slide Design and Typography

Limit the amount of text using the 7 x 7 rule

Use graphic devices to enhance design
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Select appropriate page layout and positioning
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Use alignment, capitalization and punctuation
effectively
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Avoid confusing abbreviations, italics, and
underline

Use a limited number of easy-to-read fonts that
convey the desired presentation tone
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Guidelines for Using
Visuals Effectively

Design visuals with high impact

Refer to the visual and let audience know how
it fits into the presentation
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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, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Preparing Effectively

Prepare thoroughly to minimize natural
nervousness
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Create effective presentation aids and
useful notes pages
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Practice to minimize nervousness and
to identify organizational flaws or
verbal stumbles
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Dress to create a professional image

Arrive early to acquaint yourself with
room and to check last-minute details
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Guidelines for Delivering
an Effective Presentation
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Use clear, articulate speech and proper pronunciation
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Avoid annoying verbal fillers
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Maintain eye contact with audience members
throughout the group
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Smile genuinely and use gestures naturally to
communicate confidence and warmth
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Adjust presentation based on audience feedback

Handle questions from the audience politely

Keep within the time limit
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Adapting to Alternate
Delivery Situations
Team presentations
Culturally diverse
audiences
Distance presentations
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Speaking with an
Intercultural Audience
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Use simple English and short sentences
Avoid words that trigger emotion
Enunciate carefully and speak more slowly
Use humor and jokes cautiously
Seek feedback to ensure understanding
Consider the culture’s:
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Preferences for direct or indirect presentation
Nonverbal communication
Desired degree of formality
Gift-giving practices
Conventions for greetings and farewells
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Presenting as a Team

Select a winning team
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Agree on the purpose and
schedule
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Plan seamless transitions
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Deliver as a team
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Field questions as a team
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 12
Adapting a Presentation
for Distance Delivery
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Be certain presentation is
appropriate for distance delivery
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Establish rapport with participants
prior to presentation
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Gain proficiency in delivering
and participating through
distance technology
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Develop high-quality graphics
appropriate for distance format
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning