1. Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved Chapter 12 Business Presentations

2. © 2013 Cengage Learning ● All Rights Reserved The Benefits of Speaking Well  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 EditionChapter 12, Slide 2

3. © 2013 Cengage Learning ● All Rights Reserved Successful Oral Presentations Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 3

4. © 2013 Cengage Learning ● All Rights Reserved Oral Presentations: Preparation 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 4

5. © 2013 Cengage Learning ● All Rights Reserved Know 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? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 5 Oral Presentations: Preparation

6. © 2013 Cengage Learning ● All Rights Reserved The Introduction  Capture listeners’ attention and get them involved.  Identify yourself and establish your credibility.  Preview your main points. Oral Presentations: Organization Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 6

7. © 2013 Cengage Learning ● All Rights Reserved  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. Capturing the Audience’s Attention Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 7

8. © 2013 Cengage Learning ● All Rights Reserved  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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 8 Capturing the Audience’s Attention

9. © 2013 Cengage Learning ● All Rights Reserved  Visuals — use graphics and other visual aids.  Dress — professional 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 EditionChapter 12, Slide 9 Capturing the Audience’s Attention

10. © 2013 Cengage Learning ● All Rights Reserved Building Credibility  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 EditionChapter 12, Slide 10

11. © 2013 Cengage Learning ● All Rights Reserved The Body  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. Oral Presentations: Organization Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 11

12. © 2013 Cengage Learning ● All Rights Reserved Supporting Your Main Points* TypeUseComments ExampleIllustrate Clarify Add interest Introduce in groups of two or three. Consider preceding or following with relevant story. StoryProve point Illustrate Adapt to audience. Must support thesis. Control length. *Supplementary lecture. Not included in textbook. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 12

13. © 2013 Cengage Learning ● All Rights Reserved TypeUseComments QuotationProve point Add credibility Add interest Cite source. Paraphrase or read verbatim. Follow up with restatement/explanation. ComparisonImprove understanding Add figurative interest Link familiar with unfamiliar. Be sure comparison or analogy is valid. StatisticsProve point Add credibility Link to audience needs. Use sparingly; round off. Support with visuals, handouts. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 13

14. © 2013 Cengage Learning ● All Rights Reserved Patterns for Organizing the Body of Your Presentation PatternExample ChronologyDescribe 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 14

15. © 2013 Cengage Learning ● All Rights Reserved PatternExample 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/sizeArrange a report describing fluctuations in housing costs by house value groups (houses that cost $100,000, $200,000, and so forth). ImportanceOrganize from most important to least important the reasons a company should move its headquarters to a specific city. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 15

16. © 2013 Cengage Learning ● All Rights Reserved PatternExample 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 worst case result (devalued stock, lost market share, employee malaise). Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 16

17. © 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. Oral Presentations: Organization Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 17

18. © 2013 Cengage Learning ● All Rights Reserved 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... Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 18

19. © 2013 Cengage Learning ● All Rights Reserved The Conclusion  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. Oral Presentations: Organization Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 19

20. © 2013 Cengage Learning ● All Rights Reserved Handling Audience Questions  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 EditionChapter 12, Slide 20

21. © 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 EditionChapter 12, Slide 21 Handling Audience Questions

22. © 2013 Cengage Learning ● All Rights Reserved Worst- and best-case scenarios Worst- and best-case scenarios Personalized statistics Personalized statistics Personal anecdotes Personal anecdotes Similes Metaphors Analogies Building Audience Rapport with Effective Imagery Building Audience Rapport with Effective Imagery Oral Presentations: Rapport Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 22

23. © 2013 Cengage Learning ● All Rights Reserved Building 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 23

24. © 2013 Cengage Learning ● All Rights Reserved Building Rapport Like a Pro 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. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 24

25. © 2013 Cengage Learning ● All Rights Reserved Building Rapport Like a Pro Other Ways to Connect With an Audience  Personal anecdotes  Personalized statistics  Worst- and best-case scenarios Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 25

26. © 2013 Cengage Learning ● All Rights Reserved  Look professional.  Animate your body.  Speak extemporaneously.  Punctuate your words.  Use appropriate eye contact.  Get out from behind the podium.  Vary your facial expressions. Sending Positive Nonverbal Messages Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 26 Oral Presentations: Rapport

27. © 2013 Cengage Learning ● All Rights Reserved Objects for demonstration Objects for demonstration Video Flipcharts or whiteboards Flipcharts or whiteboards Handouts Transparencies Multimedia slides Multimedia slides EnhancingPresentations With Visual AidsEnhancingPresentations Aids Oral Presentations: Visual Aids Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 27

28. © 2013 Cengage Learning ● All Rights Reserved Pros Cons  Easy to prepare, update, and use  Readily available equipment  Easy to prepare, update, and use  Readily available equipment  May seem outdated  Hold speaker close to projector  Poor photo repro- duction  May seem outdated  Hold 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  Require costly equipment and practice to use  Equipment may fail  Require costly equipment and practice to use  Equipment may fail Medium Multimedia slides Multimedia slides Transparencies Characteristics of Visual Aids Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 28

29. © 2013 Cengage Learning ● All Rights Reserved  Encourage audience participation  Enhance recall  Encourage audience participation  Enhance recall  Risk unauthorized duplication  Potential loss of audience control  Risk unauthorized duplication  Potential loss of audience control  Inexpensive  Easy to create, modify, or customize  Inexpensive  Easy to create, modify, or customize  Require talent  Difficult to see  Cumbersome to transport  Require talent  Difficult to see  Cumbersome to transport Pros Cons Medium Handouts Flipcharts or whiteboards Flipcharts or whiteboards Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 29 Characteristics of Visual Aids

30. © 2013 Cengage Learning ● All Rights Reserved  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  Encourage audience participation  Realistic effects  Encourage 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 Cons Medium Video Props Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 30 Characteristics of Visual Aids

31. © 2013 Cengage Learning ● All Rights Reserved Selecting the Medium  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 EditionChapter 12, Slide 31

32. © 2013 Cengage Learning ● All Rights Reserved Highlighting Main Ideas  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 EditionChapter 12, Slide 32

33. © 2013 Cengage Learning ● All Rights Reserved Ensuring Visibility  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 EditionChapter 12, Slide 33

34. © 2013 Cengage Learning ● All Rights Reserved Enhancing Comprehension  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 EditionChapter 12, Slide 34

35. © 2013 Cengage Learning ● All Rights Reserved Practicing the Use of Visual Aids  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 EditionChapter 12, Slide 35

36. © 2013 Cengage Learning ● All Rights Reserved Analyze the situation and purpose.  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? Multimedia Presentations Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 36

37. © 2013 Cengage Learning ● All Rights Reserved Anticipate your audience.  Best colors to use?  Animation?  Sound effects?  Other special effects? Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 37 Multimedia Presentations

38. © 2013 Cengage Learning ● All Rights Reserved Create a slide only if it does the following:  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 Compose your slideshow. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 38 Multimedia Presentations

39. © 2013 Cengage Learning ● All Rights Reserved Choose an appropriate template.  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 EditionChapter 12, Slide 39 Multimedia Presentations

40. © 2013 Cengage Learning ● All Rights Reserved Adapt your text and color selections.  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 EditionChapter 12, Slide 40 Multimedia Presentations

41. © 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. Organize your slides. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 41 Multimedia Presentations

42. © 2013 Cengage Learning ● All Rights Reserved 6-x-6 rule: Maximum of six bullets per screen, six words per bullet NOTE: Breaking this rule is sometimes necessary, especially when users will be viewing slides without speaker assistance. Build bullet points. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 42 Multimedia Presentations

43. © 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. Build bullet points. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 43 Multimedia Presentations

44. © 2013 Cengage Learning ● All Rights Reserved Improving Bullet Points Does not use parallel wording. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 44

45. © 2013 Cengage Learning ● All Rights Reserved Improving Bullet Points Improves wording and includes an illustration for added interest. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 45

46. © 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. Compose your slideshow. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 46 Multimedia Presentations

47. © 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. Revise, proofread, and evaluate the slides. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 47 Multimedia Presentations

48. © 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. Use PowerPoint effectively. Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 48 Multimedia Presentations

49. © 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 EditionChapter 12, Slide 49 Multimedia Presentations Use PowerPoint effectively.

50. © 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 EditionChapter 12, Slide 50 Multimedia Presentations Use PowerPoint effectively.

51. © 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! Delivery Method Oral Presentations: Delivery Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 51

52. © 2013 Cengage Learning ● All Rights Reserved  Dry throat  Unsteady voice  Trembling hands  Tied tongue  Wobbly knees  Stomach butterflies  Pounding heart  Shortage of breath  Sweaty palms Stage Fright: Symptoms Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 52 Oral Presentations: Delivery

53. © 2013 Cengage Learning ● All Rights Reserved Combating Stage Fright  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 EditionChapter 12, Slide 53

54. © 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. Combating Stage Fright Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 54

55. © 2013 Cengage Learning ● All Rights Reserved Practicing Your Presentation  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 EditionChapter 12, Slide 55

56. © 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 EditionChapter 12, Slide 56 Practicing Your Presentation

57. © 2013 Cengage Learning ● All Rights Reserved Putting It All Together During your presentation Before your presentation After your presentation Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 57

58. © 2013 Cengage Learning ● All Rights Reserved  Prepare thoroughly.  Rehearse repeatedly.  Time yourself.  Dress professionally.  Check the room.  Greet members of the audience.  Practice stress reduction. Putting It All Together AfterDuringBefore Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 58

59. © 2013 Cengage Learning ● All Rights Reserved After Before  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. During Putting It All Together Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 59

60. © 2013 Cengage Learning ● All Rights Reserved  Incorporate pauses when appropriate.  Move naturally.  Use visual aids effectively.  Avoid digression.  Summarize your main points.  Show enthusiasm for your topic. After BeforeDuring Putting It All Together Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 60

61. © 2013 Cengage Learning ● All Rights Reserved During Before  Distribute handouts.  Encourage questions.  Repeat questions.  Keep control.  Reinforce your main points.  Avoid Yes, but answers.  End with a summary and appreciation. After Putting It All Together Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th EditionChapter 12, Slide 61

62. © 2013 Cengage Learning ● All Rights Reserved Mary Ellen Guffey & Dana Loewy, Essentials of Business Communication, 9th Edition “Speech is power: speech is to persuade, to convert, to compel.” --Ralph Waldo Emerson American philosopher, lecturer, essayist, poet Chapter 12, Slide 62

63. Mary Ellen Guffey & Dana Loewy Essentials of Business Communication 9e © 2013 Cengage Learning ● All Rights Reserved END