Chapter 16 Business communications

Figure 16.5 (1 of 2)

(1 of 2) -A clear statement of purpose helps the presenter stay focused on her message while she develops her outline. -The organization of the body is clear and logical, moving from one key point to the next. -The introduction starts by highlighting the problem she will address. -The introduction continues with a description of the investigation she under-took; this will enhance her credibility by showing that the research was thorough and objective. -Part I of the body identifies the nature, scope, and causes of the problem.

Holding Your Audience's Attention

-Keep relating your subject to your audience's needs. People are naturally most interested in things that affect them personally. -Anticipate your audience's questions. Try to anticipate as many questions as you can and address these questions in the body of your presentation. You'll also want to prepare and reserve additional material to use during the question-and-answer period in case the audience asks for greater detail. -Keep it simple. Don't overwhelm the audience with details, either in your slides or in your spoken message, particularly if you're presenting a complicated topic to people learning it for the first time. -Use clear, vivid language. If your presentation involves abstract ideas, show how those abstractions connect with everyday life. Use familiar words, short sentences, and concrete examples. Be sure to use some variety as well; repeating the same words and phrases puts people to sleep. -Explain the relationship between your subject and familiar ideas. Show how your subject is related to ideas that audience members already understand and give people a way to categorize and remember your points. -Ask for opinions or pause occasionally for questions or comments. Don't assume that you need to hold off on questions until a formal question-and-answer (Q&A) session at the end of your talk. In fact, today's audiences tend to expect a more interactive give-and-take, so involve your audience members along the way. Depending on the format and the tools available, you can solicit answers informally or via polling. Some presentation systems have polling capability that you can integrate directly into your presentation. If appropriate for the material, you can also structure your presentation in such a way that you adapt it based on the answers you receive. Audience feedback helps you determine whether your listeners understand a key point before you launch into another section. Asking questions or providing comments also gives your audience members a chance to switch for a time from listening to participating, which helps them engage with your message and develop a sense of shared ownership. -Illustrate your ideas with visuals. Visuals enliven your message, help you connect with audience members, and help people remember your message.

Planning a Presentation & Fig 16.1 The Three-Step Process

-L O 16.1 Describe the tasks involved in analyzing the situation for a presentation and organizing a presentation. -Presentations offer important opportunities to put all your communication skills on display, including research, planning, writing, visual design, and interpersonal and nonverbal communication. Presentations also let you demonstrate your ability to think on your feet, grasp complex business issues, and handle challenging situations—all attributes that executives look for when searching for talented employees to promote. -If the thought of giving a speech or presentation makes you nervous, keep three points in mind. First, everybody gets nervous when speaking in front of groups. Second, being nervous is actually a good thing; it means you care about the topic, your audience, and your career success. Third, with practice, you can convert those nervous feelings into positive energy that helps you give more compelling presentations. You can take control of the situation by using the three-step writing process to prepare for successful presentations (see Figure 16.1). -Figure Caption: Although you rarely "write" a presentation or speech in the sense of composing every word ahead of time, the tasks in the three-step writing process adapt quite well to the challenge of planning, creating, and delivering presentations. -Planning presentations is much like planning any other business message: You analyze the situation, gather information, select the right medium, and organize the information. Gathering information for presentations is essentially the same as for written communication projects. The other three planning tasks have some special applications when it comes to presentations; they are covered in the following sections. When prepping a presentation: -Nancy Duarte's rule of thumb: -For 1-hour presentation, allow 36-90 hours to research, conceive, create & practice. -Not every 1-hour presentation justifies a week or two of preparation.

Crafting Presentation Content & Adapting to Your Audience

-L O 16.2 Explain how to adapt to your audience and develop an effective opening, body, and close for a presentation. -Your audience's size, the venue (in person or online), your subject, your purpose, your budget, the time available for preparation, and the time allotted for your talk all influence the style of your presentation. If you're speaking to a small group, particularly people you already know, you can use a casual style that encourages audience participation. Use simple visuals and invite your audience to interject comments. Deliver your remarks in a conversational tone, using notes to jog your memory if necessary. -If you're addressing a large audience or if the event is important, establish a more formal atmosphere. During formal presentations, speakers are often on a stage or platform, standing behind a lectern and using a microphone so that their remarks can be heard throughout the room or captured for broadcasting or webcasting. -When you deliver a presentation to people from other cultures, you may need to adapt the content of your presentation. It is also important to take into account any cultural preferences for appearance, mannerisms, and other customs. An interpreter or event host can suggest appropriate changes for a specific audience or particular occasion.

Figure 16.5 (2 of 2)

(2 of 2) -The logical organization continues throughout the body of her presentation. -Part ll of the body emphasizes the seriousness of the problem. -Part Ill of the body provides the four-step solution mentioned in the introduction, then makes a recommendation for implementing the steps. -The close restates the four recommended steps. -This outline (based on Linda Moreno's report in Chapter 15) clearly identifies the purpose and the distinct points to be made in the introduction, body, and close. Notice also how the presenter wrote her major transitions in full-sentence form to be sure she can clearly phrase these critical passages when it's time to speak.

THE ART OF PROFESSIONALISM (Recovering from Disasters)

-Ask any business speaker with a few years of experience, and you'll hear all these horror stories and a few more: people who have driven to the wrong conference center, hit themselves in the head with a microphone, tripped over wires, started with a sure-fire joke that generated nothing but cold stares, or been rendered speechless by tough questions. -Hoping you'll be spared isn't an effective response. You must be prepared for when—not if—something goes wrong. -If you assume that something will go wrong at some point, you can make peace with the possibility and focus on backup planning. -Experts suggest that you make a list of every major problem you might encounter and imagine how you'll respond when these calamities strike you on the day of a big presentation. -As much as possible, create a backup plan, such as calling ahead to reserve a second projector in the event that yours gets lost in transit. -You won't be able to put backup resources in place for every possible glitch, but by at least thinking through the possibilities, you can decide how you'll respond. -When disaster does strike, you'll look like a polished pro instead of a befuddled novice.

Speaking With Confidence

-Controlled Beginning -Confident Posture -Make Eye Contact -Send Confident Nonverbal Signals -Confident delivery starts as soon as you become the focus of attention, before you even begin to speak, so don't rush. As you approach the front of the room, walk with confidence, breathe deeply, and stand up straight. Face your audience, adjust the microphone and other equipment as needed, count to three slowly, and then scan the audience. When you find a friendly face, make eye contact and smile. Look away, count to three again, and then begin your presentation. If you are nervous, this slow, controlled beginning will help you establish rapport and appear more confident. Make sure your nonverbal signals send a message of confidence.

Handling Questions Responsively

-Establishing Ground Rules -Preparing to Answer Questions -Noticing Nonverbal Signals -Whether you take questions during a formal question-and-answer (Q&A) period or as they come up during your presentation, audience queries are often one of the most important parts of a presentation. They give you a chance to obtain important information, to emphasize your main idea and supporting points, and to build enthusiasm for your point of view. When you're speaking to high-ranking executives in your company, the Q&A period will often consume most of the time allotted for your presentation. -Note that you may not always have the option of establishing ground rules for Q&A. If you're presenting to a small group of upper managers or potential investors, for example, you'll probably have no say in the matter: Audience members will likely ask as many questions as they want, whenever they want, to get the information they need. On the other hand, if you are presenting to your peers or a large public audience, establish some guidelines, such as the number of questions allowed per person and the overall time limit for questions. -Don't assume you can handle whatever comes up without some preparation. Learn enough about your audience members to get an idea of their concerns and think through answers to potential questions. -When people ask questions, pay attention to nonverbal signals to help determine what each person really means. Repeat the question to confirm your understanding and to ensure that the entire audience has heard it. If the question is vague or confusing, ask for clarification; then give a simple, direct answer. -Responding to Difficult Questions -Controlling Your Presentation -Controlling Your Emotions -If you're asked a difficult or complex question, avoid the temptation to sidestep it. Offer to meet with the questioner afterward if the issue isn't relevant to the rest of the audience or if giving an adequate answer would take too long. If you don't know the answer, don't pretend you do. Instead, offer to get a complete answer as soon as possible or ask if someone else can offer information on the topic. -Be on guard for audience members who use questions to make impromptu speeches or to take control of your presentation. Without offending anyone, find a way to stay in control. You might admit that you and the questioner have differing opinions and, before calling on someone else, offer to get back to the questioner after you've done more research. -If a question ever puts you on the hot seat, respond honestly but keep your cool. Look the person in the eye, answer the question as well as you can, and keep your emotions under control. Defuse hostility by paraphrasing the question and asking the questioner to confirm that you've understood it correctly. Maintain a businesslike tone of voice and a pleasant expression. -When the time allotted for your presentation is almost up, prepare the audience for the end by saying something like, "We have time for one more question." After you reply to that last question, summarize the main idea of the presentation and thank people for their attention. Conclude with the same confident demeanor you've had from the beginning.

Incorporating Technology in Your Presentation & Embracing the Backchannel

-L O 16.4 Explain the growing importance of the backchannel in presentations, and list 6 steps for giving effective presentations online. -Like much of the rest of business communication, presentations can be high-tech affairs in many companies. Two aspects you will most likely encounter on the job are the backchannel and online presentations. -The Audience Creates This Line of Communication Challenges: -Risk of Criticism -Loss of Control Opportunities: -Audience Support -Valuable Feedback -Many business presentations these days involve more than just the spoken conversation between the speaker and his or her audience. Using Twitter and other digital media, audience members often carry on their own parallel communication during a presentation via the backchannel, which the presentation expert Cliff Atkinson defines as "a line of communication created by people in an audience to connect with others inside or outside the room, with or without the knowledge of the speaker." Chances are you've participated in an informal backchannel already, such as when texting with your classmates or liveblogging during a lecture. -The backchannel presents both risks and rewards for business presenters. On the negative side, for example, listeners can research your claims the instant you make them and spread the word quickly if they think your information is shaky. The backchannel also gives contrary audience members more leverage, which can cause presentations to spin out of control. On the plus side, listeners who are excited about your message can build support for it, expand on it, and spread it to a much larger audience in a matter of seconds. You can also get valuable feedback during and after presentations. -By embracing the backchannel, rather than trying to fight it or ignore it, presenters can use this powerful force to their advantage.

Giving Impromptu Speeches & Ensuring Successful Team Presentations

-No opportunity to practice -Identify one key idea -Create structure to convey that idea -Don't fake it -Take a few seconds to identify the one key idea you want to share with the audience. That idea alone may be enough to meet the audience's expectations, or it might be enough to get you started and allow you to piece together additional ideas on the fly. Then think about a structure that would help convey that idea. Telling a brief story can be particularly effective in these situations because the structure helps you organize what you want to say, even as you're speaking. If you are asked to speak on a topic and simply don't have the information at hand, don't try to fake it. Instead, offer to get the information to the audience after the meeting or ask whether anyone else in the room can respond. -Planning a team presentation -Rehearsing and delivering a team presentation

Arousing Audience Interest & Building Your Credibility

-Some subjects are naturally more interesting to some audiences than others. If you will be discussing a matter of profound significance that will personally affect the members of your audience, chances are they'll listen, regardless of how you begin. All you really have to do is announce your topic, and you'll have their attention. A presentation outline helps you organize your message, and it serves as the foundation for delivering your speech. Prepare your outline in several stages: -State your purpose and main idea and then use these to guide the rest of your planning. -Organize your major points and subpoints in logical order, expressing each major point as a single, complete sentence. -Identify major points in the body first and then outline the introduction and close. -Identify transitions between major points or sections and then write these transitions in full-sentence form. -Prepare your bibliography or source notes; highlight those sources you want to identify by name during your talk. -Choose a compelling title. Make it brief, action oriented, and focused on what you can do for the audience. (Same as what's on pg 467) -Many speakers like to prepare both a detailed planning outline (see Figure 16.5) and a simpler speaking outline that provides all the cues and reminders they need to present their material. Regardless of which technique you choose, make sure you can give audience members a reason to care and to believe that the time they're about to spend listening to you will be worth their while. -Have Another Person Introduce You. -Introduce Yourself Humbly and Simply. -Inform Audience Why You Are the Right Person for This Presentation. -In addition to grabbing the audience's attention, your introduction needs to establish your credibility. If you're a well-known expert in the subject matter or have earned your audience's trust in other situations, you're already ahead of the game. If you have no working relationship with your audience or if you're speaking in an area outside your known expertise, however, you need to establish credibility and do so quickly; people tend to decide within a few minutes whether you're worth listening to. -Techniques for building credibility vary, depending on whether you will be introducing yourself or having someone else introduce you. If another person will introduce you, he or she can present your credentials so that you don't appear boastful. If you will be introducing yourself, keep your comments simple, but don't be afraid to mention your relevant experience and accomplishments. Your listeners will be curious about your qualifications, so tell them briefly who you are and why you're the right person to be giving this presentation. Example: I'm Karen Whitney, a market research analyst with Information Resources Corporation. For the past 5 yrs, I've specialized in studying high-technology markets. Your director of engineering, John LaBarre, has asked me to talk to you about recent trends in computer-aided design so that you'll have a better idea of how to direct your research efforts. Significance in example: -Speaker establishes credibility by tying her credentials to the purpose of her presentation, not boastfully. -By mentioning her company's name, her specialization & position, & the name of the audience's boss, she lets her listeners know immediately that she's qualified to tell them something they need to know. -She connects her background to their concerns.

Making sure your message doesn't get lost in translation (Keep in cultural/language differences in your audience) Pg 463

-Speak slowly & distinctly. The most common complaint of international audiences is that English speakers talk too fast. Articulate each word carefully, emphasize consonants for clarity, and pause frequently. -Repeat key words & phrases. When audiences are not very familiar with your language, they need to hear important information more than once. Also, they may not be familiar with synonyms, so word key points in the same way throughout your presentation. -Aim for clarity. Keep your message simple. Avoid complex sentence structures, abbreviations, acronyms, and metaphors. Replace two-word verbs with one-word alternatives (such as review instead of look over). Such verbs are confusing because the definition of each separate word differs from the meaning of the two words combined. Similarly, avoid slang and cultural idioms, such as once in a blue moon, which may be unfamiliar to an international audience. If you use words or phrases from the audience's native language, make sure you understand them fully. -Communicate with body language. Emphasize and clarify verbal information with gestures and facial expressions. For instance, smile to emphasize positive points and use gestures to illustrate the meaning of words such as up, down, or under. -Support your spoken message with visuals. Simple, clear visuals can help you describe your key points and keep the audience engaged. If possible, prepare captions in both English and your audience's native language.

Previewing Your Message & Presentation Body

-Summarize the Main Idea. -Identify Major Supporting Points. -Indicate the Order in Which You'll Develop the Points. -In addition to arousing audience interest and establishing your credibility, a good introduction gives your audience members a preview of what's ahead, helping them understand the structure and content of your message. A report reader can learn these things by looking at the table of contents and scanning the headings, but in a presentation you need to provide that framework with a preview. -Your preview should summarize the main idea of your presentation, identify major supporting points, and indicate the order in which you'll develop those points. Tell your listeners in so many words, "This is the subject, and these are the points I will cover." Once you've established the framework, you can be confident that the audience will understand how the individual facts and figures are related to your main idea as you move into the body of your presentation. If you are using an indirect approach, your preview can discuss the nature of your main idea without disclosing it. -The bulk of your speech or presentation is devoted to a discussion of the main supporting points from your outline. Whether you're using the direct or indirect approach, make sure the organization of your presentation is clear and your presentation holds the audience's attention. Connecting Your Ideas: Help your listeners move from one key point to the next with generous use of transitions. Between sentences and paragraphs, use transitional words and phrases such as therefore, because, in addition, in contrast, moreover, for example, consequently, nevertheless, and finally. To link major sections of a presentation, use complete sentences or paragraphs, such as "Now that we've reviewed the problem, let's take a look at some solutions." Every time you shift topics, be sure to stress the connection between ideas. Summarize what's been said and then preview what's to come. You might also want to call attention to the transitions by using gestures, changing your tone of voice, or introducing a new slide or other visual. -Use transitions to repeat key ideas and help the audience follow along, particularly in longer presentations. Holding Your Audience's Attention: After you've successfully captured your audience's attention in your introduction, you need to work to keep it throughout the body of your presentation. Here are a few helpful tips for keeping the audience tuned in to your message: -Relate your subject to your audience's needs. -Anticipate your audience's questions. -Use clear, vivid language. -Explain the relationship between your subject and familiar ideas. -Ask for opinions or pause occasionally for questions or comments. -Illustrate your ideas with visuals.

Chapt 16 vocab

1. Webcasts-Online presentations that people either view live or download later from the web. 2. Screencasts-Recordings of activity on computer displays with audio voiceover. 3. Twebinars-The use of Twitter as a backchannel to facilitate organized discussions. 4. Backchannel-A social media conversation that takes place during a presentation, in parallel with the speaker's presentation.

Preparing Your Outline & Creating a Speaking Outline

A presentation outline helps you organize your message, and it serves as the foundation for delivering your speech. Prepare your outline in several stages: -State your purpose and main idea and then use these to guide the rest of your planning. -Organize your major points and subpoints in logical order, expressing each major point as a single, complete sentence. -Identify major points in the body first and then outline the introduction and close. -Identify & plan transitions between major points or sections and then write these transitions in full-sentence form. -Prepare your bibliography or source notes; highlight those sources you want to identify by name during your talk. -Choose a compelling title. Make it brief, action oriented, and focused on what you can do for the audience. -Many speakers like to prepare both a detailed planning outline (see Figure 16.5) and a simpler speaking outline that provides all the cues and reminders they need to present their material. Follow these steps to prepare an effective speaking outline: -Start with the planning outline and then strip away anything you don't plan to say directly to your audience. -Condense points and transitions to key words or phrases. -Add delivery cues, such as places where you plan to pause for emphasis or use visuals. -Arrange your notes on numbered cards or use the notes capability in your presentation software. You may find it helpful to create a simpler speaking outline from your planning outline.

Planning a Team Presentation & Rehearsing and Delivering a Team Presentation

All team members should be involved throughout the planning and development of a presentation. -Outline the presentation together so that everyone has input and agrees to the flow of topics. -Divide the presentation into manageable sections and assign each to one team member, with each person responsible for developing his or her visuals and speaking notes. Naturally, if some team members have expertise in particular topics, make sure they are assigned those parts of the presentation. -If one team member is a particularly dynamic speaker, consider having him or her present first to launch the presentation with a good energy level. -If you are using presentation software, finalize a template before anyone starts and make sure everyone uses it so that all the slides have a consistent look. -Merge all the slides into a single slide deck rather than trying to switch from one file to the next during the presentation. Assign one person to edit and finalize the entire slide deck to ensure consistency and eliminate any overlaps. -Schedule your first rehearsal at least a week before the presentation to give everyone time to adjust timing or fix other aspects that may need attention. -Practice exactly as if you were giving the live presentation, including switching over microphones, controlling the presentation software, moving on- and offstage, and so on. -Make sure the hand-offs from one speaker to the next are smooth and that each speaker can stay within his or her allotted time—one person running long can be a disaster in a group presentation. Don't leave anything to chance. -Map out where everyone will stand or sit during the presentation. Don't leave anyone just hanging out on the stage while someone else is speaking. For example, arrange to have chairs set off to the side so that people can wait unobtrusively before and after their sections. -Arrange for the first speaker to introduce the entire presentation, have each speaker introduce the next speaker, and have the final speaker present the overall conclusion to the presentation. Alternatively, you can have the first speaker take the stage again to deliver the conclusion. -Decide how you will field questions from the audience. One good approach is to have one person, such as the first speaker, serve as team captain to take questions from the audience and direct each one to the team member best positioned to answer it. -During the presentation, make sure everyone on the team stays engaged and present. Don't mentally wander off or start checking messages on your mobile device, for example. Support the person speaking and be ready with a comforting smile if the speaker makes eye contact and needs a quick boost of reassurance.

Assessing the Environment & Selecting the Best Combination of Media and Channels

Also consider the circumstances in which you'll be making your presentation: -Environment (location, number of locations, level of control). -Audience (attendees quantity, in-person or online). -Equipment. -Demonstrating or just speaking. For in-person presentations, pay close attention to seating arrangements. The four basic formats have distinct advantages and disadvantages: Four Basic Seating Arrangements: -Classroom or theater seating, in which all chairs or desks face forward, helps keep attention focused on the speaker and is usually the best method for accommodating large audiences. However, this arrangement inhibits interaction among audience members, so it is not desirable for brainstorming or other collaborative activities. -Conference table seating, in which people sit along both sides of a long table and the speaker stands at one end, is a common arrangement for smaller meetings. It promotes interaction among attendees, but it tends to isolate the speaker at one end of the room. -Horseshoe, or U-shaped, seating, in which tables are arranged in the shape of a U, improves on conference table seating by allowing the speaker to walk between the tables to interact with individual audience members. -Café seating, in which people sit in groups at individual tables, is best for breakout sessions and other small-group activities. However, this arrangement is less than ideal for anything more than short presentations because it places some in the audience with their backs to the speaker, making it awkward for both them and the presenter. -If you can't control the seating arrangement, at least be aware of what it is so you can adjust your plans if necessary. -For some presentations, you'll be expected to use whatever media and channels your audience, your boss, or the circumstances require. For example, you might be required to use specific presentation software and a conference room's built-in display system or your company's online meeting software. -For other presentations, though, you might have an array of choices, from live, in-person presentations to webcasts (online presentations that people either view live or download later from the web), screencasts (recordings of activity on computer displays with audio voiceover), or twebinars (the use of Twitter as a backchannel —see page 477— for real-time conversation during a web-based seminar).

Analyzing the Situation & Fig 16.2 Planning for Various Audience Mindsets

Define Your Purpose: -Inform -Persuade -Collaborate Develop an Audience Profile: -Emotional State -Comfort Level with Your Language -As with written communications, analyzing the situation for a presentation involves defining your purpose and developing an audience profile. The purpose of most of your presentations will be to inform or to persuade, although you may occasionally need to make a collaborative presentation, such as when you're leading a problem-solving or brainstorming session. Given the time limitations of most presentations and the live nature of the event, make sure your purpose is crystal clear so that you make the most of the opportunity and show respect for your listeners' time and attention. -When you develop your audience profile, try to anticipate the likely emotional state of your audience members. Figure 16.2 offers tips for dealing with a variety of audience mindsets. -You also need to determine whether your audience is comfortable listening to the language you speak. Listening to an unfamiliar language is much more difficult than reading that language, so an audience that might be able to read a written report might not be able to understand a presentation covering the same material. -Try to assess the emotional state of your audience ahead of time so you can plan your presentation approach accordingly.

Developing the Presentation & Presentation Introduction

Distinct Elements: -Introduction -Body -Close -Like written documents, presentations comprise distinct elements: the introduction, the body, and the close. -Getting your audience's attention. -Unite the audience around a common goal. -Describe a problem that affects or could affect your audience. -Unite the audience around a common goal. Encourage your listeners to unite around a meaningful business objective. For example, if the company is struggling and your presentation offers a turnaround solution, you could start by urging your listeners to come together for the common good. Invite listeners to help solve a problem, capitalize on an opportunity, or otherwise engage in the topic of your presentation. -Describe a problem that affects or could affect your audience. This problem may be something your listeners are already worried about, or it could be something they haven't even thought about but you believe they should. (Not in textbook) Presentation Intro: -Gets/arouses audience interest/attention. -Establishes creditability. -Prepares audience for what's to follow. -Tell a story. Craft a compelling story that illustrates an important and relevant point. If your entire presentation is structured as a story, of course, you'll want to keep the interest high by not giving away the ending yet. Well-told stories are naturally interesting and can be compelling. Of course, make sure your story illustrates an important and relevant point. -Pass around product samples or other objects. If your company is in the textile business, for example, let the audience handle some of your fabrics. The more of their senses you can engage, the more likely people are to remember your message. -Ask a question. Asking a substantial and intriguing question can get the audience involved in your presentation topic. Rhetorical questions (those you don't expect the audience to provide answers to) can spur people to think about the key points of your talk. Asking questions will get the audience actively involved in your presentation and give you information about them and their needs. -Share a startling statistic. An intriguing, unexpected, or shocking detail can often grab the attention of your listeners. Naturally, this detail needs to be relevant to your presentation's main idea. -Use humor. Opening with an amusing observation about yourself, the subject matter of the presentation, or the circumstances surrounding the presentation can be an effective way to lighten the "pre-presentation jitters" for you and the audience or to make an emotional connection with your listeners. However, humor must be used with great care. Make sure any comments are relevant, appropriate, and not offensive to anyone in the audience. In general, avoid humor when you and the audience don't share the same native language or culture; it's too easy for humor to fall flat or backfire.

Working the Backchannel & Giving Online Presentations

Follow these tips to make the backchannel work for you: -Integrate social media into the presentation process. For example, you can create a website for the presentation so that people can access relevant resources during or after the presentation, create a Twitter hashtag that everyone can use when sending tweets, or display the Twitterstream during Q&A so that everyone can see the questions and comments on the backchannel. -Monitor and ask for feedback. Using a free service such as TweetDeck to organize tweets by hashtag and other variables, you can monitor comments from the audience. To avoid trying to monitor the backchannel while speaking, you can schedule "Twitter breaks," during which you review comments and respond as needed. -Review comments to improve your presentation. After a presentation is over, review comments on audience members' Twitter accounts and blogs to see which parts confused them, which parts excited them, and which parts seemed to have little effect (based on few or no comments). -Automatically tweet key points from your presentation while you speak. Add-ons for presentation software can send out prewritten tweets as you show specific slides during a presentation. By making your key points readily available, you make it easy for listeners to retweet and comment on your presentation. -Establish expectations with the audience. Explain that you welcome audience participation but that to ensure a positive experience for everyone, comments should be civil, relevant, and productive. -Online presentations offer many benefits, including the opportunity to communicate with a geographically dispersed audience at a fraction of the cost of travel and the ability for a project team or an entire organization to meet at a moment's notice. -However, this format also presents some challenges for the presenter, thanks to that layer of technology between you and your audience. Many of those "human moments" that guide and encourage you through an in-person presentation won't travel across the digital divide. For instance, it's sometimes difficult to tell whether audience members are bored or confused if your view of them is confined to small video images (and sometimes not even that).

Organizing a Presentation

Linear: -Outlined Like Conventional Messages -Follow a Predefined Flow Nonlinear: -Doesn't Flow in Any Particular Direction -Allows Presenter to Move Back and Forth Between Topics Select the Right Software -The possibilities for organizing a business presentation fall into two basic categories: linear or nonlinear. Linear presentations are like printed documents in the sense that they are outlined like conventional messages and follow a predefined flow from start to finish. The linear model is appropriate for speeches, technical and financial presentations, and other presentations in which you want to convey your message point by point or build up to a conclusion following logical steps. -In contrast, a nonlinear presentation doesn't flow in any particular direction but rather gives the presenter the option to move back and forth between topics and up and down in terms of level of detail. Nonlinear presentations can be useful when you want to be able to show complicated relationships between multiple ideas or elements, to zoom in and out between the "big picture" and specific details, to explore complex visuals, or to have the flexibility to move from topic to topic in any order. -The difference between the two styles can be seen in the type of software typically used to create and deliver a presentation. Microsoft PowerPoint, Apple Keynote, Google Slides, and similar packages use sequences of individual slides, often referred to as a slide deck. They don't necessarily need to be presented in a strict linear order, because the presenter does have the option of jumping out of the predefined order, but in most presentations using slides, the speaker moves from start to finish in that order. -Prezi is the best-known nonlinear presentation software and doesn't use the concept of individual slides. Instead, you start from a main screen, or canvas, which often presents the big picture overview of your topic (see Figure 16.3). From there, you add individual objects (including blocks of text, photos, or videos) that convey specific information points. Prezi operations: -While presenting, can zoom in & out. -Discuss individual objects & their relationships to the big picture & each other. -Define a narrative flow by creating a path from one object to the next, which also lets people view the presentation on their own. -This in turn makes a presentation into a linear presentation. -sometimes viewed as a more dynamic & engaging way to present, & it certainly has that potential. -Remember that presentations—using any software or system—are not about flash and dazzle; they are about sharing ideas, information, and emotions with your audience. Deciding what approach & presentation software to use: -1st match the tool to the task, not the other way around. -1st example. Detailed technical discussion might need a linear presentation, vs a free-form brainstorming session might benefit from a nonlinear approach. -2nd if they're used well, software features can help you tell your story, but your story is what matters—not the software. If they're used poorly, software features only get in the way. -2nd example. Overuse of zooming in Prezi. -3rd in spite of their reputation, PowerPoint and other conventional slide programs aren't limited to creating boring, linear flows of bullet points.

Figure 16.3

Nonlinear presentations, particularly those using the cloud-based Prezi system, give the presenter more freedom to zoom in and out between the big picture to the details and to cover topics in any order.

Defining Your Main Idea & Limiting Your Scope

One-Sentence Summary: -Subject -Purpose -Audience -Regardless of which overall approach you take, a successful presentation starts with a clear picture of the main idea you want to share with your audience. Start by composing a one-sentence summary that links your subject and purpose to your audience's frame of reference. Examples: -Convince management that reorganizing the technical support department will improve customer service and reduce employee turnover. -Convince the board of directors that we should build a new plant in Texas to eliminate manufacturing bottlenecks and improve production quality. -Address employee concerns regarding a new health-care plan by showing how the plan will reduce costs and improve the quality of their care. -Each of these statements puts a particular slant on the subject, one that directly relates to the audience's interests. Make sure your purpose is based on a clear understanding of audience needs so that you can deliver information your audience truly cares about. For example, a group of new employees will be much more responsive to your discussion of plant safety procedures if you focus on how the procedures can save lives and prevent injuries rather than on how they will save the company money or conform to government regulations. -Work Within Time Constraints -Hold Audience's Attention -Limiting your scope is important with any message, but it's particularly vital with presentations, for two reasons. First, for most presentations, you must work within strict time limits. Second, the longer you speak, the more difficult it is to hold the audience's attention and the more difficult it is for your listeners to retain your key points. -The only sure way to know how much material you can cover in a given time is to practice your presentation after you complete it. As an alternative, if you're using conventional structured slides (see page 489), you can figure on three or four minutes per slide as a rough guide. Of course, be sure to factor in time for introductions, coffee breaks, demonstrations, question-and-answer sessions, and anything else that takes away from your speaking time. -Approaching time constraints as a creative challenge can actually help you develop more effective presentations. Limitations can force you to focus on the most essential message points that are important to your audience. -If you're having trouble meeting a time limit or just want to keep your presentation as short as possible, consider a hybrid approach in which you present your key points in summary form and give people printed handouts with additional detail.

CHECKLIST Developing Presentations

Planning your presentation -Analyze the situation by defining your purpose and developing an audience profile. -Select the best medium. -Organize your presentation by defining the main idea, limiting the scope, choosing your approach, and preparing your outline. Developing your presentation -Adapt to your audience by tailoring your style and language. -Compose your presentation by preparing an introduction, a body, and a close. -Use your introduction to arouse audience interest, build your credibility, and preview your message. -Use the body to connect your ideas and hold your audience's attention. -Close with confidence and clarity, restating your main points and describing the next steps. Delivering your presentation -Choose a presentation method, which should be speaking from an outline or notes in nearly all situations. -Practice until you can deliver your material naturally, without reading your slides. -Prepare to speak by verifying the operation of all the equipment you'll need to use. -Determine whether you should use an interpreter. -Overcome anxiety by preparing thoroughly. -Handle questions responsively. Embracing the backchannel -Integrate social media into the presentation process. -Monitor and ask for feedback. -Review comments to improve your presentation. -Automatically tweet key points from your presentation while you speak. -Establish expectations with the audience. Giving presentations online -Consider sending preview study materials ahead of time. -Rehearse using the system live, if at all possible. -Keep your presentation as simple as possible. -Ask for feedback frequently. -Consider the viewing experience from the audience members' point of view. -Allow plenty of time for everyone to get connected and familiar with the screen they're viewing.

Practicing Your Delivery & Preparing to Speak

Practicing your presentation is essential. Practice boosts your confidence, gives you a more professional demeanor, and lets you verify the operation of your visuals and equipment. A test audience can tell you if your slides are understandable and whether your delivery is effective. A day or two before you're ready to step on stage for an important talk, make sure you and your presentation are ready: -Can you present your material naturally, without reading your slides? -Is the equipment working, and do you know how to use it? -Could you still make a compelling and complete presentation if you experience an equipment failure and have to proceed without using your slides at all? -Is your timing on track? -Can you easily pronounce all the words you plan to use? -Have you anticipated likely questions and objections? -With experience, you'll get a feel for how much practice is enough in any given situation. Practicing helps keep you on track, helps you maintain a conversational tone with your audience, and boosts your confidence and composure. Plan Your Presentation in Advance: -Check the Seating Arrangements -Check Equipment and Supplies -Plan for Multicultural Audiences -In addition to knowing your material thoroughly and practicing your delivery, make sure your location is ready, you have everything you'll need, and you're prepared to address audiences from other cultures, if that applies. -Whenever you can, scout the location for your presentation in advance. Check the seating arrangement to confirm it's appropriate for your needs and the audience's. Verify the availability and operation of all the equipment and supplies you're counting on, from the projection system to simple but vital necessities such as flip charts and marking pens. If you're using slides, make sure you know how to get the file from your computer or other device to the projection system. -If you're addressing audience members who speak a different native language, consider using an interpreter. Working with an interpreter does constrain your presentation somewhat. For instance, you must speak slowly enough for the interpreter to keep up with you. Send your interpreter a copy of your speaking notes and your visuals as far in advance as possible. If your audience is likely to include persons with hearing impairments, team up with a sign-language interpreter as well. -When you deliver a presentation to people from other cultures, take into account cultural differences in appearances, mannerisms, and other customs. Your interpreter or host will be able to suggest appropriate changes for a specific audience or occasion.

Choosing Your Approach

Shorter Presentations: -Direct approach for routine information or good news -Indirect approach for bad news or persuasion Longer Presentations: -Direct approach to motivate or inform -Indirect approach to analyze, persuade, or collaborate -With a well-defined main idea to guide you and a clearly defined scope for your presentation, you can begin to arrange your message. If you have 10 minutes or less to deliver your message, organize your presentation much as you would a brief written message: Use the direct approach if the subject involves routine information or good news; use the indirect approach if the subject involves negative news or persuasion. Plan to spend a minute or two during your introduction to arouse interest and to give a preview of what's to come. -For the body of the presentation, be prepared to explain the who, what, when, where, why, and how of your subject. In the final few moments, review the points you've made and close with a statement that will help your audience remember the subject of your speech (see Figure 16.4). -Longer presentations are organized like reports. If the purpose is to inform, use the direct approach and a structure imposed naturally by the subject: importance, sequence, chronology, spatial orientation, geography, or category. If your purpose is to analyze, persuade, or collaborate, organize your material around conclusions and recommendations or around a logical argument. Use the direct approach if the audience is receptive and the indirect approach if you expect resistance. -Regardless of the length of your presentation, remember to keep your organization clear and simple. If listeners lose the thread of your presentation, they'll have a hard time catching up and following your message in the remainder of your speech. Explain at the beginning how you've organized your material and try to limit the number of main points to three or four. Developing Presentations: -Remember their advantage over written reports: (You can adjust your outline on the fly if needed.) -Identify the critical points in your presentation & ask yourself some "what if" questions to address possible audience reactions. -Example (you're worried the audience might not agree with the financial assumptions you've made, prepare a detailed analysis that you can include to prepare for a negative reaction seems likely or if someone openly questions you about it). -Most presentation software makes it easy to adjust your presentation as you move along, allowing you to skip over any parts you decide not to use or to insert backup material at the last minute. With every presentation: -Look for opportunities to integrate storytelling into the structure of your presentation. -Why (Dramatic tension (not knowing what'll happen to the "hero") at the heart of effective storytelling is a great way to capture & keep the audience's attention). Figure 16.4 Info: -These elements of bad news are effectively supporting points for the main bad news to come. -Here is the key part of the message: the company has to choose between two unwelcome options. -Here's an outline of a short presentation that updates management on the status of a key project. The presenter has some bad news to deliver (either the product launch will have to be delayed or the materials costs will be higher than anticipated), so she opted for an indirect approach to lay out the reasons for the delay before sharing the news.

Ensuring Successful Online Presentations

To ensure successful online presentations, keep the following advice in mind: -Consider sending preview study materials ahead of time. Doing so allows audience members to familiarize themselves with any important background info. Also, by using a free service such as SlideShare, you can distribute your presentation slides to either public or private audiences, and you can record audio narrative to make your presentations function on their own. Some presenters advise against giving out your slides ahead of time, however, because doing so gives away the ending of your presentation. If time allows, you can prepare preview materials that don't include your entire slide set. -Rehearse using the system live, if at all possible. Presenting online has all the challenges of other presentations, with the additional burden of operating the presentation system while you are talking. Practice with at least one test viewer so you're comfortable using the system. -Keep your presentation as simple as possible. Break complicated slides down into multiple slides if necessary and keep the direction of your discussion clear so that no one gets lost. -Ask for feedback frequently. Except on the most advanced telepresence systems, you won't have as much of the visual feedback that alerts you when audience members are confused, and many online viewers will be reluctant to call attention to themselves by interrupting you to ask for clarification. Setting up a backchannel via Twitter or as part of your online meeting system will help in this regard. -Consider the viewing experience from the audience members' point of view. Will they be able to see what you think they can see? For instance, webcast video is sometimes displayed in a small window on screen, so viewers may miss important details. People logging in on mobile devices (smartphones in particular) may not get the same visual experience as people sitting in front of full-size computer screens. -Allow plenty of time for everyone to get connected, familiar with the screen they're viewing & for possible software download. Build extra time into your schedule to ensure that everyone is connected and ready to start. If the meeting will require them to download and install meeting software, make sure to let them know well in advance. -Last but not least, don't get lost in the technology. Use these tools whenever they'll help, but remember that the most important aspect of any presentation is getting the audience to receive, understand, and embrace your message.

Delivering a Presentation & Choosing Your Presentation Method

-L O 16.3 Discuss five steps for delivering a successful presentation. -With an outline, speaking notes, and any visual aids you plan to use, you're almost ready to deliver your presentation. This section covers five essential topics that will help you prepare for and deliver engaging and effective presentations, starting with choosing your method. Depending on the circumstance of your presentation, you can choose from a variety of delivery methods: -Memorizing. Except for extremely short speeches, trying to memorize an entire presentation is not a good idea. In the best of circumstances, you'll probably sound stilted; in the worst, you might forget your lines. Besides, you'll often need to address audience questions during your speech, so you need to be flexible enough to adjust your speech as you go. However, memorizing a quotation, an opening paragraph, and some strong finishing remarks can bolster your confidence and strengthen your delivery. -Reading. In a few rare instances you may need to read a speech from a prepared script. For instance, policy statements and legal documents are sometimes read in full because the wording can be critical. However, unless you're required or expected to read your presentation verbatim, reading is not a good choice. You won't talk as naturally as you would otherwise, and the result will be a monotonous, uninspiring presentation. If you must read your speech for some reason, practice enough so that you can still make periodic eye contact with your audience and make sure the printout of your speech is easy to read. -Speaking from an outline or notes. Speaking with the help of an outline or note cards is nearly always the easiest and most effective delivery mode. The outline or notes guide you through the flow of the speech while giving you the freedom to speak naturally and spontaneously, to maintain eye contact with your listeners, and to respond and improvise as circumstances warrant. If you print note cards, use heavy note cards instead of regular paper. They're quieter and easier to flip through as you talk. -Impromptu speaking. From time to time, you may be called upon unexpectedly to give an impromptu or extemporaneous speech on the spot, without the benefit of any planning or practice. Identify the one key idea you want to share with the audience. That idea alone may be enough to meet the audience's expectations, or it might be enough to get you started and allow you to piece together additional ideas on the fly. Then think about a structure that would help convey that idea. Telling a brief story can be particularly effective in these situations because the structure helps you organize what you want to say, even as you're speaking. If asked to speak on a topic and simply don't have the info at hand, don't try to fake it. Instead, offer to get the info to the audience after the meeting or ask whether anyone else in the room can respond. Finally, before you even enter the meeting or other setting, if there is a chance you might be called on to say a few words, you can "prepare for the surprise" by thinking through what you might say in response to potential questions. -Whichever delivery mode you use, be sure that you're thoroughly familiar with your subject. Knowing what you're talking about is the best way to build your self-confidence. If you stumble, get interrupted, or suffer equipment failures, your expertise will help you get back on track.

Presentation Close

-The close of a speech or presentation has two critical jobs to accomplish: making sure your listeners leave with the key points from your talk clear in their minds and putting your audience in the appropriate emotional state. For example, if the purpose of your presentation is to warn managers that their out-of-control spending threatens the company's survival, you want them to leave with that message ringing in their ears—and with enough concern for the problem to stimulate changes in their behavior. Restating Your Main Points: Use the close to succinctly restate your main points, emphasizing what you want your listeners to do or to think. By summarizing the key ideas, you improve the chance that your audience will leave with your message clearly in mind. Example: -To close a presentation on your company's exec compensation program, you could repeat your specific recommendations and then conclude with a memorable statement to motivate your audience to take action: We can all be proud of the way our company has grown. However, if we want to continue that growth, we need to take four steps to ensure that our best people don't start looking for opportunities elsewhere: -First, increase the overall level of compensation -Second, establish a cash bonus program -Third, offer a variety of stock-based incentives -Fourth, improve our health insurance and pension benefits -By taking these steps, we can ensure that our company retains the management talent it needs to face our industry's largest competitors. Ending with Clarity and Confidence: If you've been successful with the introduction and body of your presentation, your listeners have the information they need and are in the right frame of mind to put that information to good use. Now you're ready to end on a strong note that confirms expectations about any actions or decisions that will follow the presentation—and to bolster the audience's confidence in you and your message one final time. -Some presentations require the audience to reach a decision or agree to take specific action, in which case the close provides a clear wrap-up. If the audience agrees on an issue covered in the presentation, briefly review the consensus. If they don't agree, make the lack of consensus clear by saying something like, "We seem to have some fundamental disagreement on this question." Then be ready to suggest a method of resolving the differences. -If you expect any action to occur as a result of your speech, be sure to explain who is responsible for doing what. List the action items and, if possible within the time available, establish due dates and assign responsibility for each task. -Make sure your final remarks are memorable and expressed in a tone that is appropriate to the situation. If your presentation is a persuasive request for project funding, you might emphasize the importance of this project and your team's ability to complete it on schedule and within budget. Expressing confident optimism sends the message that you believe in your ability to perform. Conversely, if your purpose is to alert the audience to a problem or risk, false optimism undermines your message. -Whatever final message is appropriate, think through your closing remarks carefully before stepping in front of the audience. You don't want to wind up on stage with nothing to say but "Well, I guess that's it." -Providing a clear wrap-up

Barnett International

Presentations: -Are performances. -Good message isn't enough. -Performance in front of audiences has a major influence on the response to your message. Gina Barnett: -Years of theater experience. -Communication coach. -Knows performance makes or breaks presentations. -Tells speakers to think of their bodies as communication instruments & to use them to their full potential, in much the same way musicians use their instruments. (can be treated well/poorly & played with varying degrees of success). Barnett in performance-coaching work with corporate execs: -Helps presenters explore the key centers in the human body that regulate how speakers feel & how they come across to others, both visually & vocally. -Example: A smile can also instigate positive thoughts. Can trigger improvements in the moods of you & your audience. It can help connect you & your audience, & show confidence. It forces relaxing of jaw & facial muscles, releasing stress, improving vocal clarity & projection. -Emphasizes that by dismissing irrelevant sources of stress & proactively dismantling relevant sources of stress, your mind can then tell your body that you're ready to go. The spiel: -All business professionals can learn to use their bodies to perform more effectively while giving speeches & making presentations. -Being mindful of your physical habits and mannerisms, can make you a more effective speaker. -A body-mindful approach to speaking can help control the anxiety that every presenter feels & harness that energy for a more natural & engaging experience. -Using your physical self to full advantage starts with understanding the signals your body is sending to you & your audience. -Listening to your body's signals can help you identify why you feel this way (stress etc). -You identify reasons that are real & relevant to the situation & some that are noise or distractions, at least in regards to the current situation. -Real & relevant reason could include (lack of preparation) -Less relevant reason could include (bad past experiences) Pg 459-460

Overcoming Anxiety

Recognize that nervousness is an indication that you care about your audience, your topic, and the occasion. These techniques will help you convert anxiety into positive energy: -Put yourself into a positive frame of mind before you start. Remind yourself of how well you know the material and how much you enjoy sharing useful or inspirational information. If appropriate for the setting, smile as you take the stage. -Stop worrying about being perfect. Successful speakers focus on making an authentic connection with their listeners, rather than on trying to deliver a note-perfect presentation. -Know your subject. The more familiar you are with your material, the less panic you'll feel. -Practice, practice, practice. The more you rehearse, the more confident you will be. -Visualize success. Visualize mental images of yourself in front of the audience feeling confident, prepared, and able to handle any situation that might arise. Remember that your audience wants you to succeed, too. -Remember to breathe. Tension can lead people to breathe in a rapid and shallow fashion, which can create a lightheaded feeling. Breathe slowly and deeply to maintain a sense of calm and confidence. -Be ready with your opening line. Have your first sentence memorized and on the tip of your tongue. -Be comfortable. Dress appropriately but as comfortably as possible. Drink plenty of water ahead of time to hydrate your voice (bring water with you, too). -Take a three-second break. If you sense that you're starting to race or ramble, pause and arrange your notes or perform some other small task while taking several deep breaths. Then start again at your normal pace. -Concentrate on your message and your audience, not on yourself. When you're busy thinking about your subject and observing your audience's response, you tend to forget your fears. -Maintain eye contact with friendly audience members. Eye contact not only makes you appear sincere, confident, and trustworthy but can give you positive feedback as well. -Keep going. Things usually get better as you move along, with each successful minute giving you more and more confidence. -No one enjoys mistakes, equipment failures, and other troubles, but they are survivable. To learn how several experienced presenters have overcome some serious glitches, see "The Art of Professionalism: Recovering from Disasters." -Confident delivery starts as soon as you become the focus of attention, before you even begin to speak, so don't rush. As you approach the front of the room, walk with confidence, breathe deeply, and stand up straight. Face your audience, adjust the microphone and other equipment as needed, count to three slowly, and then scan the audience. When you find a friendly face, make eye contact and smile. Look away, count to three again, and then begin your presentation. If you are nervous, this slow, controlled beginning will help you establish rapport and appear more confident. Make sure your nonverbal signals send a message of confidence. -Stand tall, with your weight on both feet and your shoulders back. Avoid gripping the lectern or other physical structure. Use your hands to emphasize your remarks with appropriate gestures. Meanwhile, vary your facial expressions to make the message more dynamic. -Finally, think about the sound of your voice. Studies indicate that people who speak with lower pitches at a slightly faster-than-average rate are perceived as being more credible. Try to sound poised and confident, varying your pitch and speaking rate to add emphasis. -Slow down slightly when you're making an important point. Speak clearly and crisply, articulating all the syllables, and sound enthusiastic about what you're saying. Use silence instead of meaningless filler words such as um, you know, okay, and like. Silence adds dramatic punch and gives the audience time to think about your message.