CHAPTER 12

Making
Effective and
Professional Oral
Presentations

Instructor Only Version

© 2007 Thomson South-Western
 Organize Identify
the your
conclusion purpose

Getting Ready
Organize
for an Oral Understand
Presentation
the your
body audience
Organize
the
introduction
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 3
  Identify 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, Essentials of Business Communication, 7e Chapter 12, Slide 4
  Understand 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, Essentials of Business Communication, 7e Chapter 12, Slide 5

 Succeeding With
Four Audience Types

 Friendly
 Neutral
 Uninterested
 Hostile

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7.0 Document

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 6

  Organize the Introduction

 Capture listeners’ attention and

get them involved.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 7

 Ten Techniques for Getting
Your Audience’s Attention
 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.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 8

  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, Essentials of Business Communication, 7e Chapter 12, Slide 9

 Visuals—use graphics
and other visual aids.
 Dress —professional
dress helps you look
more competent and
qualified
 Appeal to the
audience’s self-
interest —audience
members want to know,
“What's in it for me?”

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 10

  Organize the Introduction
 Capture listeners’ attention and
get them involved.
 Identify yourself and establish
your credibility.
 Preview your main points.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 11

  Organize the Body
 Develop two to four main points.
 Streamline your topic and summarize its
principal parts.
 Arrange the points logically by a specific
pattern.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 12

 Patterns for Organizing the
Body of Your Presentation
Pattern Example
Chronology 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
 Pattern Example
Comparison/ Compare organic farming methods with
contrast those of modern industrial farming.
(pro/con)
Journalism Explain how identity thieves ruin your
pattern good name by discussing who, what,
when, where, why, and how.
Value/size Arrange a report describing fluctuations
in housing costs by house value groups
(houses that cost $100,000, $200,000,
and so forth).
Importance Organize from most important to least
important the reasons a company should
move its headquarters to a specific city.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 14
 Pattern Example
Problem/ Discuss a problem followed by
solution possible solutions.
Simple/ Organize a report explaining genetic
complex modification of plants by discussing
simple seed production progressing
to complex gene introduction.
Best case/ Analyze whether two companies
worst case should merge by presenting the best
case result (improved market share,
profitability, employee morale)
opposed to the worse case result
(devalued stock, lost market share,
employee malaise).
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 15
  Organize the Body
 Develop two to four main points.
Streamline your topic and summarize its
principal parts.
 Arrange the points logically by a specific
pattern.
 Prepare transitions to guide the audience.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 16

  Up to this point, I've concentrated
on . . .; now let's look at another
Switching significant factor . . .
Directions
 I've just discussed three reasons
for X. Now I want to move on to Y.
 As you can see, we have two
primary reasons explaining . . .
Summarizing
 Let me review the two major
factors I've just covered. . .
 Now let's look at three reasons
Previewing for . . .
 My next major point focuses on . . .

Using Verbal Signposts to Transition

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 17
  Organize the Body
 Develop two to four main points. Streamline
your topic and summarize its principal parts.
 Arrange the points logically by a specific
pattern.
 Prepare transitions to guide the audience.
 Have extra material ready. Be prepared with
more information and visuals if needed.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 18

 Supporting Your Main Points*
Type Use Comments
Example Illustrate Usually best in groups of
Clarify two or three.
Add interest Consider preceding or
following with relevant story.
Story Prove point Adapt to audience.
Illustrate Must support thesis.
Control length.

*Supplementary lecture. Not included in textbook.

 Type Use Comments
Quotation Prove point
Cite source.
Add credibility
May paraphrase or read
verbatim.
Add interest
Follow up with restatement
or explanation.
Comparison Improve Link familiar with unfamiliar.
understanding Be sure comparison or
Add figurative analogy is valid.
interest
Statistics Prove point Link to audience needs.
Add credibility Use sparingly; round off.
Support with visuals,
handouts.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 20
  Organize the Conclusion
 Summarize the main themes of the
presentation.
 Provide a final action-oriented focus.
Explain how listeners can use this
information or what you want them to
do.
 Include a final statement that leaves a
lasting impression.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 21

 Putting It All Together

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right to view a Adobe Acrobat
7.0 Document
presentation outline.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 22

 Analogies
Analogies
Worst-
Worst-and
and
best-case
best-case Metaphors
Metaphors
scenarios
scenarios Building
BuildingAudience
Audience
Rapport
Rapportwith
with
Effective
EffectiveImagery
Imagery
Personalized
Personalized Similes
Similes
statistics
statistics
Personal
Personal
anecdotes
anecdotes

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 23

 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, Essentials of Business Communication, 7e Chapter 12, Slide 24

 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, Essentials of Business Communication, 7e Chapter 12, Slide 25

 Personal anecdote
Reveal your own experiences related
to a topic in your presentation.

When my son and I were waiting

to board our plane last
week, . . .

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 26

 Personalized statistics
Help audience members remember
statistics by relating them to their world.

Worst- and best-case scenarios

You can drive home your points by
describing scenarios at each extreme
related to your topic.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 27

 Sending Positive
Nonverbal Messages
 Look professional.
 Animate your body.
 Punctuate your words.
 Use appropriate eye
contact.
 Get out from behind
the podium.
 Vary your facial
expression.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 28

 Multimedia
Multimedia
slides
slides
Objects
Objects
for
for Transparencies
Transparencies
demonstration
demonstration Enhancing
EnhancingYour
Your
Presentation
Presentation
With
WithVisual
Visual
Aids
Aids
Video
Video Handouts
Handouts
Flipcharts
Flipcharts
or
or
whiteboards
whiteboards

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 29

 Pros Medium Cons

Professional
Professional Requires
Requirescostly
costly
effect
effect equipment
equipmentand and
Multimedia
Multimedia
Graphic
Graphicoptions
options practice
practicetotouse
use
slides
slides
Easy
Easytotomake
makeand
and Equipment
Equipmentmay may
update
update fail
fail

Easy
Easytotoprepare,
prepare, May
Mayseem
seemout-out-
update,
update,and
anduse
use dated
dated
Transparencies
Transparencies Holds
Readily
Readilyavailable
available Holdsspeaker
speaker
equipment close
closetotoprojector
projector
equipment
Poor
Poorphoto
photorepro-
repro-
duction
duction
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 30
 Pros Medium Cons

Encourages
Encourages Risks
Risksunauthorized
unauthorized
audience
audience duplication
duplicationand
and
participation
participation Handouts loss
lossofofaudience
audience
Handouts
Enhances
Enhancesrecall
recall control
control

Inexpensive
Inexpensive Requires
Requirestalent
talent
Flipcharts
Flipcharts
Easy
Easytotocreate,
create, Difficult
Difficulttotosee
see
or
or
modify,
modify,oror Cumbersome
Cumbersometoto
whiteboards
whiteboards
customize
customizeon onthe
the transport
transport
spot
spot

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 31

 Pros Medium Cons

Accurate
Accurateportrayal
portrayal Expensive
Expensivetoto
ofofcontent
content create
createand
andupdate
update
Suggests
Suggestsserious
serious Video
Video Incompatibility
Incompatibility
preparation
preparation issues
issues

Realistic
Realisticeffects
effects Extra
Extrawork
workand
and
Objects
Objects
Increases
Increasesaudience
audience expensive
expensivetototrans-
trans-
for
for
participation
participation port
portand
andreplace
replace
demonstration
demonstration Limited
Limiteduse
usewith
with
large
largeaudience
audience

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 32

 Designing an Impressive
Multimedia Presentation

Add
Create an
multimedia
appropriate
and other
template
effects

Build
bullet
points
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 33
 Create an Appropriate Template

 Combine harmonious colors, borders,

bullet styles, and fonts.
 Avoid visual clichés.
 Use light text on dark background for
darkened rooms.
 Use dark text on light background for
lighted rooms
 Alter layouts by repositioning, resizing, or
changing fonts in placeholder slides.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 34
 Selecting a Slide Template
You may choose from
a variety of predesigned
templates or design
your own.

 Lighter backgrounds are

better in darkened rooms.
 Darker backgrounds are
better in lighted rooms.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 35

 Selecting a Slide Layout

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 36

  Build Bullet Points

 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, Essentials of Business Communication, 7e Chapter 12, Slide 37

 Revising Slide to Improve Bullet
Points and Add Illustration

Does not use Improves wording and

parallel wording. includes an illustration
for added punch.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 38
 Add Multimedia and Other Effects

 Consider adding sound, animation,

and video.
 Include hyperlinks ("hot spots" on
the screen) to jump to sources
outside your presentation.
 Avoid too many "bells and
whistles."

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 39

 Converting a Bulleted List to an
Animated Diagram

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 40

Using a Bar Chart to Illustrate a Concept

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 41

 Avoid Being Upstaged
by Your Slides
 Perfect your handling of the visual aids
and the operation of any equipment or
remote controls you may be using.
 Use your slides only to summarize
important points.
 Look at the audience, not the screen.
 Do not read from a slide. Paraphrase.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 42

  Leave the lights as bright as possible.
 Use a radio remote control to advance
slides.
 Use a laser pointer to highlight slide items.
 Don't rely totally on your slides to deliver a
presentation. Remember that the audience
came to see and hear you.
 In case of equipment failure, bring backups
of your presentation.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 43

 Delivering Your
Presentation Effectively
 Speak from (a) note cards, (b) an
outline containing key sentences
and major ideas, or (c) printed
speaker's notes.
 Practice using your notes while
using a remote control to advance
your slides.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 44

 Memorize
significant parts
such as the
introduction,
conclusion, or a
meaningful
quotation.
 Talk to the
audience
conversationally.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 45

Reacting to Stage Fright Symptoms

 Stomach
butterflies
 Pounding heart
 Shortage of
 Dry throat
breath
 Unsteady voice
 Sweaty
 Trembling hands
palms
 Tied tongue
 Wobbly knees
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 46
 Overcoming Stage Fright
 Just before you begin to talk, take some
deep breaths.
 Convert your fear into anticipation and
enthusiasm.
 Select a familiar, relevant topic.
 Prepare 150 percent.
 Use positive self-talk.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 47

  Shift the focus from yourself to your
visual aids.
 Ignore stumbles; keep going. Don't
apologize.
 Don't admit you're nervous.
 Feel proud when you finish.
 Reward yourself.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 48

 Eight Serious
Presentation Blunders*
 Being dull. Relying on only one or two
illustrations to make your points.
 Not repeating your main point often
enough.
 Not answering the audience's most
pressing question: “What's in it for me?”
 Failing to use signal phrases to focus on
main points.
*Supplementary lecture. Not included in textbook.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 49
  Neglecting to practice and time your
presentation out loud.
 Forgetting to check your visual aids for
readability.
 Answering hypothetical questions after
your presentation.
 Getting distracted just before you speak.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 50

 Putting It All Together

Before During After

your your your
presentation presentation presentation

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 51

 Before During After

 Prepare thoroughly.
 Rehearse repeatedly.
 Time yourself.
 Request a lectern.
 Check the room.
 Greet members of the audience.
 Practice stress reduction.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 52
 Before During After

 Dress professionally.
 Begin with a pause.
 Present your first sentence from memory.
 Maintain eye contact.
 Control your voice and vocabulary.
 Show enthusiasm.
 Put the brakes on.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 53
  Move naturally.
 Use visual aids
effectively.
 Avoid
digressions.
 Summarize your
main points.

Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 54

 Before During After

 Distribute handouts.
 Encourage questions.
 Repeat questions.
 Reinforce your main points.
 Keep control.
 Avoid Yes, but answers.
 End with a summary and appreciation.
Mary Ellen Guffey, Essentials of Business Communication, 7e Chapter 12, Slide 55