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Presentations
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Luis Lamela makes presentations
to a variety of internal and external
audiences including medical
professionals, providers, clients.
CAC Medical Centers,
headquartered in Coral Gables,
Florida, is a comprehensive medical
delivery network comprised of 28
single- and multispecialty medical
he key to a successful oral presentation is to keep things simple. centers in south Florida. It is a
federally qualified health
I try to stick to three points. I give an overview of the points,
maintenance organization (HMO).
present them to the audience, and summarize them at the end. Its parent company is United
HealthCare Corporation, a national
My purpose and the audience mix determine the tone and leader in health care management.
focus of the presentation, the kind ,of vi-
suals,the number of anecdotes, and the jokes or ex-
amples that I use. Most of my presentations are de- "My purpose and the audience mix determine
signed to sell, to explain, or to motivate. When I plan the tone and focus of the presentation. "
the presentation, I think about the audience. Are they
professionals or nonprofessionals? Purchasers or sell-
ers?Providers or users? Internal or external?
When I make a presentation, I use the visuals as the outline. I will not use
notes. I like to select the kind of visual that not only best supports the message
but also best fits the audience and the physical location. PowerPoint, slides,
overhead transparencies, and flip charts are the four main kinds of visuals I use.
PowerPoint and slide presentations work well when I am selling a product
or an idea to large groups (15 people or more). In this format, I like to use ex-
amples and graphs and tables to support my message in a general way.
In small presentations, including one-on-ones and presentations where the
audience is part of the actual process, I like transparencies or flip charts. They
allow me to be closer to the audience and to be more informal.
I get very, very nervous when I speak in publk. I handle my nervousness by
just trying to look as if, instead of talking to so many people, I'm walking in and
talking to a single person. I don't like to speak behind lecterns. Instead, I like to
get out and just be open and portray that openness: ''I'm here to tell you a story. II
I try not to lecture but to use anecdotes, and I think that people find them
interesting and relate better to them. For example, our multispecialty medical
centers differ according to the demographics of the area. In Hispanic areas,
examination rooms need to be bigger because as Hispanics we bring the con-
cept of the extended family right into the examination room. But if we're go-
ing to build a center in an Anglo area, exam rooms will be smaller ..
I try very hard for people to enjoy my presentations by showing enthusi-
asm on the subject and by being sincere. In addition, it helps that I am speak-
ing about something that I very strongly believe in and something that I re-
ally, really enjoy doing.
he power to persuade people to care about something you believe Oral mt
T
in is crucial to business success. Making a good oral presentation is
more than just good delivery: it also involves developing a strategy • Use eme
.
that fits your audience and purpose, having good content, and or- • Focus th
ganizing material effectively. The choices you make in each of these • Answer
areas are affected by your purposes, the audience, and the situation. • Modify i
Make Your Message
Memorable* • Get imm
At a beverage conference in Spain, Purposes in Oral Presentations Oral ant
Nick Rosa, then president of The Nu-
traSweet Company, began, "Every Oral presentations have the same three basic purposes that written documents • Adapt tll
time I practice soccer with my sons, have: to inform, to persuade, and to build goodwill. Like written messages, • Show tht
aged seven and eight, I am reminded most oral presentations have more than one purpose. or produ
of the generation game. When I con- Informative presentations inform or teach the audience. Training sessions • Overcorr
sider my area of expertise, my boys in an organization are primarily informative. Secondary purposEls may be to
• Use you-
represent this new generation per- persuade new employees to follow organizational procedures, rather than do-
fect~y.First, they're young. Second, • Use visu;
ing something their own way, and to help them appreciate the organizational
they're thirsty. Third, they have grown cultuni(:lCICp. 62). '. • Specifye
up with diet drinks in the fridge."
Persuasive presentations motivate the audience to act or to believe. Giving
Then Nick launched into his speech.
information and evidence is an important means of persuasion. In addition,
Six months later he met a confer-
the speaker must build goodwill by appearing to be credible ancisympathetic Planning
ence delegate who greeted him by
saying, "How's it going? I haven't to the audience's needs. The goal in many presentations is a favorable vote or Astrategyi
seen you since that great speech decision. For example, speakers making business presentations may try to per-' In all ora
where you talked about your kids." suade the audience to approve their proposals, to adopt their ideas, or to buy you want t
By adding a personal touch, Nick their products. Sometimes the goal is to change behavior or attitudes or to re- easy to foU.
helped make his speech memorable. inforce existing attitudes. For example, a speaker at a meeting of factory work- your words
-Quoted from Elizabeth Urech, Speaking ers may stress the importance of following safety procedures. A speaker at a An oral F
Globally: Effective Presentations Across church meeting may talk about the problem of homelessness in the community audience. If
International and Cultural Barriers and try to build support for community shelters for the homeless.
(Dover, NH: Kogan Page, 1998),31.
graph. Hea(
Goodwill presentations entertain and validate the audience. In an after- tohelp read
dinner speech, the audience wants to be entertained. Presentations at sales whatthespt
meetings may be designed to stroke the audience's egos and to validate their tionsrequin
commitment to organizational goals. Analyze'
Make your p'urpose as specific as possible. message. It'
Weak: The purpose of my presentation is to discuss saving for retirement. proposal to
Better: The purpose of my presentation is to persuade my audience to put their 401 K funds in stocks
side the org
and bonds, not in money market accounts and CDs.
Work?How
Thinkabe
or: The purpose of my presentation is to explain how to calculate how much money someone diencebe ti]
needs to save in order to maintain a specific lifestyle after retirement. \oYill
the gr01
Note that the purpose is not the introduction of your talk; it is the principle that betteryou G
guides your choice of strategy and content. For exam
Wantto talk'
offersas ent
Comparing Written and Oral Messages takesoff his '
ofthe pharrr
Giving a presentation is in many ways very similar to writing a message. ~
pSychologicc
of the chapters up to this point-on using you-attitude and positive emphasls/
selvesenjoy:
developing reader benefits, analyzing your audience, designing slides, over-
cated,that ge
coming objections, doing research, and analyzing data-remain relevant as
thenext wee]
you plan an oral presentation. alwaysreme
A written message makes it easier to
• Present extensive or complex financial data. ChOOSing thE
• Present many specific details of a law, policy, or procedure.
~oose one (
• Minimize undesirable emotions. Ston, Ormter,
.
Ibelieve oral messages make it easier to
ltation is I Use emotion to help persuade the audience.
strategy ,FocUSthe audience's attention on specific points.
,and Or-
,j\11.Swerquestions, resolve conflicts, and build consensus.
of these
,Modify a proposal that may not be acceptable in its original form. What CEOs Learn about
, Getimmediate action or response. Presentations*
Oral and written messages have many similarities. In both, you should Executives preparing to take their
companies public make scores of
,Adapt the message to the specific audience.
2UInents presentations in dozens of towns
.essages, , Show the audience how they would benefit from the idea, policy, service, over a few short weeks. The pur-
or product. pose of this "road show" is to intro-
sessions , Overcome any objections the audience may have. duce the company to investment
ay be to professionals--persuading them to
, Use you-attitude and positive emphasis.
than do- buy, or at least to chart, the stock.
, Use visuals to clarify or emphasize material. To prepare for these crucial pre-
zational
'. Specify exactly what the audience should do. sentations, many CEOs take lessons.
Four days of intensive training from
. Giving
one expert costs $20,000. Here are
ddition, some of the lessons three CEOs
pathetic leamed:
! vote or Astrategy is your plan for reaching your specific goals with a specific audience. • Trip Hawkns, CEOof The 300 Co.
y to per-' In all oral presentations, simplify what you want to say. Identify the one idea 'I had to suppress my 'ums' and
r to buy you want the audience to take home. Simplify your supporting detail so it's 'ahs'-people don't know how
or to re- easy to follow. Simplify visuals so t~ey can be taken in at a glance. Simplify many times they use those in
ywork- your words and sentences so they're easy to understand. 4 conversation. And I have a ten-
ker at a An oral presentation needs to be simpler than a written message to the same dency to look around too
ununity much-my eyes were zigging
audience. If readers forget a point, they can turn back to it and reread the para-
and zagging around the room. '
graph. Headings, paragraph indentation, and punctuation provide visual cues
m after- • Scott Cook, Chairman of Intuit
tohelp readers understand the message. Listeners, in contrast, must remember
'If I got negative questions, I'd
at sales what the speaker says. Whatever they don't remember is lost. Even asking ques- get defensive and put a chill on
l.te their tions requires the audience to remember which points they don't understand. things .... He taught me that
Analyze your audience for an oral presentation just as you do for a written when somebody asks a nega-
message. If you'll be speaking to co-workers, talk to them about your topic or tive question, restate it posi-
proposal to find out what questions or objections they have. For audiences in- tively, answer it positively' '.
side the organization, the biggest questions are often practical ones: Will it • Timothy Koogle, CEO of Yahoo!
work? How much will it cost? How long will it take?l 'He had me ... loosen up. Get
Think about the physical conditions in which you'll be speaking. Will the au- rid of the podium death
grip .... Connect with the audi-
dience be tired at the end of a long day of listening? Sleepy after a big meal?
ence physically, with my eyes.
Will the group be large or small? The more you know about your audience, the
Encourage them to drink in a
better you can adapt your message to them. really important slide by having
For example, Matt Hession knew that his audience of pharmacists didn't a big pause in my speech.:
want to talk to salespeople. So he devised·.a one-minute presentation which he
'Quotations quoted from Quentin Hardy,
offers as entertainment-and as a challenge. Figure 17.1 gives his script. He
"Meet Jerry Weisman, Acting CoaCh to
takes off his watch to drive home the point that he really will take only a minute CEOs," The Wall Street Journal, April 21,
:lge. All of the pharmacist's time. He starts off with reader benefits (=c p. 72) and uses 1998, B1.
lphasis, psychological description (=c p. 233) so that the pharmacists can see them-
3, over- selves enjoying those benefits. Because the commission structure is compli-
vant as cated, that goes in a handout rather than in the presentation itself. When he calls
the next week, he says, "This is Matt. I did the one-minute presentation .... They
always remember me." And 90% of them eventually sign contracts.
i
Inarr
questions
tions as CD
*"When 1 walk into 11 store, 1 spot the clerk closest to the pharmacist. Because the pharmacist is behind the itwithoUJ
counter, 1 can't get to him directly. So 1 speak loudly, and I know he is overhearing what's going on. If 1 walk uations, b
in looking like a salesman, the pharmacist immediately thinks, 'I don't want to buy anything or talk to you.' I since the;
nullify that feeling right off the bat. The pharmacist thinks, 'He's entertainment. It's only a minute, and it
Linda r
doesn't cost anything.' I'm not threatening anymore. Customers smile; they want to hear what I have to say. I
take off my watch to show that I'm serious."
material a
cussion, tJ
My name is Matt Hession with Key Medical. I know the pharmacist is real busy. But dience ha
when he has a moment, I have a one-minute presentation. (Start to take off watch.) And all the an~
he can leave his wallet in his po!:ket. own knm,
*"As I walk behind the counter, I try to 'assess how promising a partner this would be. How busy is the place? sults of cc
Is it handling any medical equipment--.iike walkers-already? Is the back of the store neat, clean, and well the audieJ
organized? I'm also thinking of anything I can quickly add to personalize the presentation. For example, if sions neec
there is a pediatrician next door, I'll point out that we handle nebulizers-small machines used by kids with ence resp(
asthma-and that we can get same-day approval on Medicaid. I hold up my watch again to emphasize that I'm the result.
serious about this taking only one minute." Aninte
infront of
(The clerk acknowledges and relays the request. But the pharmacist has overheard the
conversation. "I'll be with you in a bit," he says. A couple of minutes later, he motions for interactivE
me to step behind the counter. As we shake hands, I introduce myself again and hold up ihebuyer'
the watch.) . mitment t,
willtalk a
*"I am telling the pharmacists that this is something the chains do not have. This strikes an immediate note. saJespeopJ
Independent pharmacists, who are usually also the store owners, complain that chains like Wal-Mart have (:cc p. 28E
certain advantages. Now, they think, they will have an edge. They have two questions: How much time will it
take? How much will it cost me? I answer those right up front."
Adapting ~
We're in the home-medical-equipment business. Our company has developed a
program just for independently owned community drugstores. Our program costs you Measure tJ
nothing and takes up very little of your time. Jf your aU!
messaget1
Here's how it works: a customer walks into your store and sees one of the signs that we
Don't SE
provide to you, indicating that you can get customers any type of home-medical encehas a:
equipment. The customer inquires about a home oxygen system that her father needs. lion can co
You answer, "Let me get our equipment partner on the phone for you." You dial our BOO toa small ]
number and tell us who you are, the name of your store, and its location. Then you give maybe abl
us your customer's name and her question. We either talk to the customer right there or Can't do ar
call her at home-your choice. We see if we can answer her questions and help to meet tationmay
her needs. If it results in a sale or rental, we deliver the equipment, and we teach the smallbusir
customer how to use it. We do the insurance filing or billing. We service the equipment. you try to 1
The whole nine yards. Your job is to educate your customers that they can obtain home- Makeyc
medical equipment through you. to their eXF
*"It would take longer than a minute, obviously, to explain the commission structure. There are three different themdirec
scenarios--a sale, a rental, or a lease-to-own option--and I can't cover those in under two minutes. And with the topic tc
customers in earshot, we don't have privacy, anyway. But I will give answers on two questions the
pharmacists often ask: Where is your home office, and how do you deliver these things? The details are very
clearly spelled out in the material I give them. " When was'
Here's a copy of our partnership agreement. It spells out your commission structure as diet, or may
well as other important concerns.
Speechabout
Planning a
1hebeginn
tendoCUInE
QUdj
ence aJ
In a monologue presentation, the speaker speaks without interruption;
questions are held until the end of the presentation, where the speaker func-
tions as an expert. The speaker plans the presentation in advance and delivers
it without deviation. This kind of presentation is the most common in class sit-
uations, but it's often boring for the audience. Good delivery skills are crucial,
since the audience is comparatively uninvolved. Adapting the Presentation
Linda Driskill suggests that guided discussions offer a better way to present to the Audience*
material and help an audience find a solution it can "buy into." In a guided dis-
cussion, the speaker presents the questions or issues that both speaker and au- When Jerry Stackhouse turned pro,
dience have agreed on in advance. Rather than functioning as an expert with many companies made presenta-
all the answers, the speaker serves as a facilitator to help the audience·tap its tions designed to sign him to repre-
sent their products. Fila won, in part
own knowledge. This kind of presentation is excellent for presenting -the re-
because of a presentation and visu-
sults of consulting projects, when the speaker has specialized kIlowledge, but
als specifically adapted to Mr.
the audience;must implement the solution if it is to succeed. Guided discus- Stackhouse.
I sions need more time than monologue presentations, but produce mor~ audi- During his initial presentation to
I ence response, more responses involving analysis, and more commi1:l:Tientto Mr. Stackhouse, Fila executive Howe
the result? Burch placed a poster directly
An interactive presentation is a conversation, even if the speaker stands up . across from where Mr. Stackhouse
in front of a group and uses charts and overheads. Most sales presentations are was sitting. It listed the names of 18
. interactive presentations. The sales representative uses questions to determine NBA Nike endorsers in fuzzy, hard-
the buyer's needs, probe objections, and gain provisional and then final com- to-read type. But there was no mis-
mitment to the purchase. Even in a memorized sales presentation, the buyer taking the slogan printed in big let-
ters: "Looks like the Swoosh [Nike's
will talk at least 30% of the time. In a problem-solving sales presentation, top
logo] is becoming a blur. At Fila,
salespeople let the buyer do 70% of the talking up until the action close
Stackhouse will be a Standout."
(xz p. 286).3 Mr. Burch also brought along a
prototype of the Stackhouse shoe, a
model that was ready to go into
production but just needed a name.
Measure the message you'd like to send against where your audience is now. At a second meeting, Mr. Burch ar-
Ifyour audience is indifferent, skeptical, or hostile, focus on the part of your rived carrying a paper bag that he
message the audience will find most interesting and easiest to accept. placed on a side table. Mr. Stack-
Don't seek a major opinion change in a single oral presentation. If the audi- house asked, "Is that my shoe in
the bag?"
encehas already decided to hire an advertising agency, then a good presenta-
Fila knew right then that it had
tioncan convince them that your agency is the one to hire. But if you're talking
Mr. Stackhouse in the bag, too.
toa small business that has always done its own ads, limit your purpose. You
maybe able to prove that an agency can earn its fees by doing things the owner 'Paragraphs 2-4 quoted from Roger
Thurow. "A Rookie Guard Scores Big at
can'tdo and by freeing the owner's time for other activities. A second presen- Marketing," The Wall Street Journal,
tationmay be needed to prove that an ad agency can do a better job than the February'9, 1996, A6.
smallbusiness could do on its own. Only after the audience is receptive should
youtry to persuade the audience to hire your agency rather than a competitor.
Make your ideas relevant to your audience by linking what you have to say
totheir experiences and interests. Showing your audience that the topic affects
themdirectly is the most effective strategy. When you can't do that, at least link·
thetopic to some everyday experience. .
Whenwas the last time you were hungry? Maybe you remember being hungry while you were on a
diet,or maybe you had to work late at a lab and didn't get back to the dorm in time for dinner.
[A spea
by a tor
set up [
said, ".
You'd nl
Well-designed visuals can serve as an outline for your talk (see Figure 17.2),
eliminating the need for additional notes. Plan at most one visual for every
minute of your talk, plus two visuals to serve as title and conclusion. Don't try Choosi
to put your whole talk on visuals. Visuals should highlight your main points, Choose t
not give every detail. SWers th
Use these guidelines to create and show visuals for presentations: points. b
• Make only one point ","ith each visual. Break a complicated point down subpoint
into several visuals. lationshi
~toryals;
• Give each visual a title that l1l.akes a point. lIlto the f
• Limit the amount of information on a visual. Use 35 words or less; use.
simple graphs, not complex ones.
• Don't put your visual up till you're ready to talk about it. Leave it up until The incre
your next point; don't turn the projector or overhead off. of materi;
See Chapter 6 for information on designing slides and Chapter 16 for infor- Shifts she
find out v
.., '
mation on how to present numerical data through visuals.
Se~ the BA~ Web site for links to sites on how ~o use advanced p~~~
r- .
prOduct.'
Theincrease in sales income is offset by an increase in manufacturing costs. Why? Because the cost
of material is out of line. Material costs for product #503 tripled last month. An analysis of the three
shifts shows that the cost of materials jumped 800% on the second shift. Now, the problem is to
find out why the second shift uses so much more material than the other shifts making the same
product,' 2
"B~ckup each point with solid support. Statistics and numbers can be con-
\Ulcu:gif you present them in ways that are easy to hear. Simplify numbers by
teducmgthem to two significant digits.
Hard to hear: If the national debt were in pennies, it would take 17,006,802,720 people, each
carrying 100 pounds of pennies, to carry all of our debt.
Easier to hear: If the national debt were in pennies, it would take 17 billion people, each carrying 100
pounds of pennies, to carry all of our debt.13 v
In an informative presentation, link the points you make to the knOWledge •I
An Alternative your audience has. Show the audience members that your information an- 1
to PowerPoint* swers their questions, solves their problems, or helps them do their jobs. When iJ
you explain the effect of a new law or the techniques for using a new machine, • 1
[Once Barbara Waugh had analyzed
use specific examples that apply to the decisions they make and the work they s
her survey data-po 367-she had
to plan a presentation,] But how
do. If your content is detailed or complicated, give people a written outline or F
could she capture and communi- handouts. The written m~terial both helps the audience keep track of your ]
cate what she'd learned? How points during the present~tion and serves as a reference after the talk is over.
ren,
could she share this powerful cri- Quotations work well as long as you cite authorities whom your audience
els'
tique with senior management? The genuinely respects. Often you'll need to paraphrase a quote to put it into sim- tm;.
last thing she wanted was to ple language that's easy to understand. Be sure to tell whom you're citing: Ac- II
]
preach through PowerPoint. So in- cording to Al Gore," An article in Business Week points out that," and so forth.
II
stead of creating bullet-point slides, Demonstrations can prove your points dramatically and quickly. During the
she drew on her experience with
investigation of the space shuttle Challenger disaster, the late physicist Richard
street theatre and created a "play"
Feynrnan asked for a glass of water. When it came, he put a piece of the space
about HP Labs. She worked pas-
sages from the surveys into dia-
shuttle's a-ring into the cold water. After less than a minute, he took it out and
logue and then recruited executives
pinched it with a small clamp. The material kept the pinched shape when the
to act as staff members, and junior clamp came off. The material couldn't return to its original shape.14 A techni-
people to act as executives. The cal explanation could have made the same point: the a-ring couldn't function
troupe performed for 30 senior. in the cold. But the demonstration was fast and easy to understand. It didn't
managers. "At the end of the play, require that the audience follow complex chemical or mathematical formulas.
the managers were very quiet," In an oral presentation, seeing is believing.
Waugh remembers. "Then they To be convincing, you must answer the audience's questions and objections.
started clapping. It was exciting.
They really got it. They finally un-
derstood."
Some people think that working women are less reliable than men. But the facts show that women
'Quoted from Katherine Mieszkowski, "I take fewer sick days than men do.
Gre'w Up Thinking That Change Was
Cataclysmic. The Way We've Done it
Here is to Start Slow and Work Small."
Fast Company, December 1998, p. 152. However, don't bring up negatives or inconsistencies unless you're sure that
the audience will think of them. If you aren't sure, save your evidence for the
question phase. If someone does ask, you'll have the answer.
al is
ina
;oal,
rea-
ljeC-
ong
Being Interviewed
by the Press*
Feeling nervous is normal. But you can harness that nervous energy to help
Business people and community you do your best work. As one student said, you don't need to get rid of your
leaders are often interviewed by the butterflies. All you need to do is make them fly in formation.
press. To appear your best on cam- To calm your nerves before you give an oral presentation,
era, on tape, or in a story,
• Be prepared. Analyze your audience; organize your thoughts, prepare
• Try to'ilnd out in advance why
visual aids, practice your opener' an~ close, check out the arrangements.
you're:being interviewed and
what Information the reporter • Use only the amount of caffeine you-TlOrmally use. More or less may make
wants. you jumpy.
Wllotdil",r
• Practice answering possible • Avoid alcoholic beverages. ~'hl,"
)Jlv»'JI1R
questions in a single sentence. • Relabel your nerves. Instead of saying, ''I'm scared," try saying, "My YWllw
~Vvr.'J
A long answer is likely to be cut adrenaline is up." Adrenaline sharpens our reflexes and helps us do our Tv< 41111t1
'D-_
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George Fluharty and Harold Ross suggest three ways to find your best
speaking voice:
• Close your ears with your fingers and hum up and down the scale until
you find the pitch where the hum sounds loudest or most vibrant to you.
This pitch will be near your optimum pitch.
• Sing down the scale as far as you can go without forcing. Call this note do
and sing up the scale to sol. This note will be near your optimum pitch.
• If you have a piano, locate the lowest note you can produce and also your
highest falsetto note. Your optimum pitch will be approximately one fourth
of the distance from your lowest note.18
When you speak to a group, talk loudly enough so that people can hear you
easily.If you're using a microphone, adjust your volume so you aren't shout-
ing.When you speak in an unfamiliar location, try to get to the room early so
youcan check the size of the room and the power of the amplification eqUip-
ment.If you can't do that, ask early in your talk, "Can you hear me in the back
ofthe room?"
The bigger the group is, the more carefully you need to enunciate, that is,
Voiceall the sounds of each word. Words starting or ending with f, t, k, v, and
~areespecially hard to hear. "Our informed and competent image" can sound
likeflOur informed, incompetent image."
Toenunciate, use your tongue and lips. Researchers have identified 38 dif-
~rent sounds. Of these, you make 31 with your tongue and 7 with your lips.
,oneare made with the jaw, so how wide you open your mouth really does-
I 1l t matter. If the tongue isn't active enough, muscles in the throat try to com-
pensate,producing sore throats and strained voices.19
Tongue twisters can help you exercise your tongue and enunciate more adding 1
clearly. Stephen Lucas suggest~ the following: limit.
Put y<
~ .•. •
•
Sid said to tell him that Benny hid the pem1y many years ago.
Fetch me the finest French-fried freshest fish that Finney fries.
use 4-by
notes ne
~
• Three gray geese in the green grass grazed. phrases I
• Pause (
• Informative presentations inform or teach the audience. Persuasive • Concer
presentations motivate the audience to act or to believe. Goodwill • Use bo,
presentations entertain and validate the audience. Most oral presentationB , Convey c
have more than one purpose. Withther
• A written message makes it easier to present extensive or complex 't , Treatque
information and to minimize undesirable emotions. Oral m~ssages make 1 Youhad i
easier to use emotion, to focus the audience's attention, to answer t Youmad,
questions and resolve conflicts quickly, to modify a proposal that may nO .•, Repeat tn
be acceptable in its original form, and to get immediate action or response. heard it 0
• In both oral and written messages, you should questionE
• Adapt the message to the specific audience. .' . ''The best I
• Show the audience how they benefit from the idea, policy, serVIce, or Outline,d
product. Within ea,
to in- • Overcome any objections the audience may have.
:e the • Use you-attitude and positive emphasis.
: any- • Use visuals to clarify or emphasize material.
ed.If • Specify exactly what the audience should do.
,r her. I An oral presentation needs to be simpler than a written message to the
same audience.
main I In a monologue presentation, the speaker plans the presentation in
ayor When a student took a job at Intel,
advance and delivers it without deviation. In a guided discussion, the
floor her first assignment was to present
speaker presents the questions or issues that both speaker and audience a strategic plan to CEOAndy Grove
have agreed on in advance. Rather than functi'oning as an expert with all two weeks later.
the answers, the speaker serves as a facilitator to help the audience tap its Five minutes into her presenta·
own knowledge. An interactive presentation is a conversat~on using tion, he interrupted her: "Please flip
questions to determine the buyer's needs, probe objections;:and gain to page 22. That's what I need to
provisional and then final commitment to the purchase. . know."
I Adapt your message to your audience's beliefs, experiences, and interests. 'Based on Evelyn Pierce, Thomas Had·
:ation I Use the beginning and end of the presentation to interest the audience and juk, and Richard Young, "Using Verbal
Protocol Research to Determine What
nem- emphasize your key point. Business Audiences Want in Docu-
~riod, I Using visuals makes a speaker seem more prepared, more interesting, and ments," Association for Business Com·
munication Conference, Chicago, IL, No-
more persuasive. vember 6-9, 1996.
I Use a direct pattern of organization. Put your strongest reason first.
I ~imit your talk to three main points. Early in your talk-perhaps
immediately after your opener-provide an overview of the main points
you will make. Offer a clear signpost as you come to each new point. A
signpost is an explicit statement of the point you have reached.
I To calm your nerves as you prepare to give an oral presentation,
;roup I Be prepared. Analyze your audience, organize your thoughts, prepare vi-
visu-
sual aids, practice your opener and close, check out the arrangements.
: Web
I Use only the amount of caffeine you normally use.
l pre-
I Avoid alcoholic beverages.
)eaks
I Relabel your nerves. Instead of saying, "I'm scared," try saying, "My
only
adrenaline is up." Adrenaline sharpens our reflexes and helps us do our
plans best.
each Just before your presentation,
ler.If
I Consciously contract and then relax your muscles, starting with your feet
~gets
and calves and going up to your shoulders, arms, and hands.
I Take several deep breaths from your diaphragm.
During your presentation,
IPause and look at the audience before you begin speaking.
IConcentrate on communicating well.
IUse body energy in strong gestures and movement.
• Convey a sense of caring to your audience by making direct eye contact
with them and by using a conversational style.
• Treat questions as opportunities to give more detailed information than
you had time to give in your presentation. Link your answers to the points
you made in your presentation.
• Repeat the question before you answer it if the audience may not have
heard it or if you want more time to think. Rephrase hostile or biased
questions before you answer them.
, • The best group presentations result when the group writes a very detailed
outline, chooses points and examples, and creates visuals together. Then,
Within each point, voices trade off.
-~-----------,,---
Exercises and Problems
Getting Started
. 17.1 Analyzing Openers and Closes
The following openers and closes came from class pre- c. Opener: You don't have to know anything about
sentations on information interviews. . computer programming to get a job as a teclmical
Does each opener make you intereste,d in hearing the writer at CompuServe.
rest of the presentation? .. Close: After talking to Raj, I decided technical
Does each opener provide a transition to the writing isn't for me. But it is a good caree.t if you
overview? work well under pressure and like learnil}g new
things all the time.
Does the close end the presentation in a satisfying
way? d. Opener: My report is about what it's like to work
in an advertising agency. .
a. Opener: I interviewed Mark Perry at AT&T.
Middle: They keep really tight security; I had to
Close: Well, that's my report. .
wear a: badge and be escorted to Susan's desk.
b. Opener: How many of you know what you want
Close: Susan gave me samples of the agency's ads
to do when you graduate?
and even a sample of a new soft drink she's
Close: So, if you like numbers and want to travel,
developing a campaign for. But she didn't let me
think about being a CPA. Arthur Andersen can take
keep the badge.
you all over the world.
Presentation Assignments
17.2 Making a Short Oral Presentation
As Your Instructor Directs, 9.15 Recommend a co-worker for a bonus or an
Make a short (three- to five-minute) presentation, with award.
three to eight Power Point slides, on one of the following 10.6 Motivate employees in your unit to do their
topics: best work.
a. Explain how what you've learned in classes, in 10.9 Ask for more resources for your unit.
campus activities, or at work will be useful to the 11.11 Make a sales presentation for a product or
employer who hires you after graduation. service.
b. Profile someone who is successful in the field you 13.18 Describe your choices in creating a brochure.
hope to enter and explain what makes him or her 18.2 Tell the class in detail about one of your
successful. accomplishments.
c. Describe a specific situation in an organization in 19.4 Explain one of the challenges (e.g., .,
which communication was handled well or badly. technology, ethics, international competition)
d. Make a short presentation based on another that the field you hope to enter is facing.
problem in this book. 19.5 Profile a company you would like to work for
1.6 Introduce yourself to the class. and explain why you think it would be a
3.10 Analyze your boss. good employer. '.
3.11 Analyze your co-workers. 19.6 Share the results of an information interVIeW
7.5 Explain a "best practice" in your 20.2 Share the advice of students currently on the
organiza tion. job market.
7.12 Explain what a new hire in your unit needs to . t rviewa!!
20.3 Share what you learn when you 111 e
know to be successful. interviewer.
8.10 Tell your boss about a problem in your unit. 20.4 Explain your interview strategy.
17.3 Making a Longer Oral Presentation
As Your Instructor Directs, 3.13 Analyze a discourse community.
Make a 5- to 12-minute presentation on one of the fol- 5.1 Describe the composing process(es) of a
lowing. Use visuals to make your talk effective. writer you've interviewed.
a. Show why your unit is important to the 6.5 Evaluate the page design of one or more
organization and either should be exempt from documents~
downsizing or should receive additional resources. 6.6 Evaluate the design of a Web page.
b. Persuade your supervisor to make a change that 7.8 Present a Web page you have designed.
will benefit the organization. 8.16 Analyze rejection letters students on your
c. Persuade your organization to make a change that campus have received.
will improve: the organization's image in the 10.15 Persuade your campus to make a change.
community. -.: 11.3 Analyze one or more sales or fund-raising
d. Persuade classmates to donate time or money to a letters.
charitable organization. (Read Chapter 11.) 12.4 Analyze international messages that your
e. Persuade an employer that you are the best person workplace has created or received.
for the job. 14.15 Summarize:the results of a survey you have
f. Use another problem in this book as the basis for conducted.
your presentation. 15.10 Summarize the results of your research.
3.12 Analyze an organization's culture.
As Your Instructor Directs, 13.10 Recommend whether a mall should hire ethnic
Make a 5- to 12-minute presentation on one of the fol- Santas.
lowing. Use visuals to make your talk effective. 13.18 Present brochures you have designed to the
1.5 Explain the role of communication in one or class. .
more organizations. 13.19 Describe the listening strategies of workers you
12.6 Report on another country. have interviewed.
Evaluate an oral presentation given by a classmate or 9. Providing adequate transitions between points and
givenby a speaker on your campus. Use the following speakers.
categories:
Delivery
Strategy 10. Making direct eye contact with audience.
1. Choosing an effective kind of presentation for the 11. Using a conversational style.
situation.
12. Using voice and gestures effectively.
2. Adapting ideas to audience's beliefs, experiences, 13. Using notes and visuals effectively.
and interests.
14. Handling questions effectively.
3. Using a strong opening and close.
4. Using visual aids or other devices to involve As Your Instructor Directs,
audience. a. Fill out a form indicating your evaluation in each of
the areas.
Content
b. Share your evaluation orally with the speaker ..
S.Using specific, vivid supporting material and
c. Write a memo to the speaker evaluating the
language.
presentation. Send a copy of your memo to your
6. ProVidingrebuttals to counterclaims or objections.
instructor.
Organization
7. ProVidingan overview of main points.
8. Signposting main points in body of talk.
17.6 Evaluating Team Presentations
Evaluate team presentations using the following ques- 7. How effective were the visuals?
tions: 8. How well did the team handle questions?
1. How thoroughly were all group members 9. What could be done to improve the presentation?
involved? 10. What were the strong points of the presentation?
2. Did members of the team introduce themselves or
.As Your Instructor Directs,
each other?
a. Fill out a form indicating your evaluation in each of
3. Did team members seem interested in what their
the areas.
teammates said?
b. Share your evaluation orally with the speaker.
4. How well was the material organized?
c. Write a memo to the speaker evaluating the
5. How well did the material hold your interest?
presentation. Send a copy of your memo to your
6. How clear did the material seem to you? instructor.
Listen to a speaker talking about a controversial subject. • If some questions were not answered well, what (if
(Go to a talk on campus or in town, or watch a speaker anything) could the speaker have done to leave a
on a TV show like Face the Nation or 60 Minutes.) Ob- better impression?
serve the way he or she handles questions. • Did the answers leave the audience with a more or
• About how many questions does the speaker less positive impression of the speaker? Why?
answer?
As Your Instructor Directs,
• What is the format for asking and answering
a. Share your evaluation with a small group of
questions?
students. .
• Are the answers clear? responsive to the question?
b. Present your evaluation formally to the class.
something that could be quoted without
c. Summarize your evaluation in a memo to your
embarrassing the speaker and the organization he or
instructor.
she represents?
• How does the speaker handle hostile questions?
Does the speaker avoid getting angry? Does the
speaker retain control of the meeting? How?