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Instructor’s Manual to Accompany
BUSINESS COMMUNICATION
Developing Leaders for a Networked World (2e)
By Peter W. Cardon
Chapter 15:
Delivering Presentations
IM 15-1
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
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Teaching Note
Hello Fellow Instructor,
The students have prepared their presentation content, and now it’s time to help them deliver it well. I
think this is the most exciting time of the course!
One of the things I’ve tried to accomplish with this chapter is to help students really focus on their
audience. I’ve found that the following advice about presentations makes students perform much
better: it’s not about you, it’s about your audience. All of the delivery techniques we teach and coach
should be framed in these terms.
I’ve found that business professionals who suffer from nervousness often do so because they get
wrapped up in their own emotions and interests rather than those of their audiences. I’ve seen business
professionals become liberated by focusing deeply on the emotions, needs, and interests of their
audiences before, during, and after their presentations. Nerves become less of an issue as these
professionals center their attention on the needs of others. Of course, they gain far better all-around
outcomes by focusing all of their attention on others.
Please contact me anytime – to share your experiences, your ideas, and your reactions.
Best of wishes,
Peter W. Cardon, MBA, Ph.D.

Associate Professor
Center for Management Communication
University of Southern California
Email: petercardon@gmail.com
Twitter: @petercardon
Facebook: facebook.com/cardonbcomm
Web: cardonbcom.com
IM 15-2
Chapter 15 Summary and PowerPoint Notes
SLIDE 15-1
SLIDE 15-2
This chapter covers the following topics:

presentation delivery impacts credibility; the
SOFTEN model of nonverbal communication; using
slides and handouts; interacting effectively with an
audience; and presenting with teams.
SLIDE 15-3
LO15.1 Describe how presentation delivery impacts

your credibility.
LO15.2 Deliver presentations with authenticity,
confidence, and influence.
LO15.3 Apply the SOFTEN model of nonverbal
communication for presentations.
LO15.4 Use slides and handouts to supplement
your presentation effectively.
LO15.5 Interact effectively with your audience.
LO15.6 Prepare to present effectively in teams.
IM 15-3
SLIDE 15-4
Presenting gives you an excellent opportunity to

connect deeply with your colleagues, your clients,
and your other contacts. It allows you to express
your views in a rich, two-way environment. As you
do with your written communication, you will aim
to strike the right style and tone in your
presentations. Moreover, you will strive to
establish a “presence,” something great speakers
and presenters are often described as doing.
SLIDE 15-5
Having presence means commanding attention,

garnering respect for your ideas, engaging your
listeners, and even inspiring your audiences to
action. In this section, we focus on strategies you
can use to enhance your presence as you deliver
your presentations.
IM 15-4
SLIDE 15-6
For internal presentations, you often present to

people who know you well and who have already
formed opinions about your credibility; they have a
sense of your competence, caring, and character.
Use the presentation to show your thorough
understanding of a business issue. Frame your
ideas in ways that show clear benefits to your
company, its employees, and its stakeholders. In
every way, display honesty and openness.
For external presentations, you are often dealing
with people who have superficial impressions of
your credibility. You have opportunities before,
during, and after your presentation to bolster your
credibility. Before the presentation, you can make
information about your background available or
have someone introduce you with a brief
statement. During the presentation, you establish
your competence by showing that you know the
content well.
SLIDE 15-7
Standing in front of an audience feels anything but

natural for many business professionals. Yet, nearly
all audience members are making judgments about
you and your message from their perceptions of
your authenticity. One of your primary goals as you
develop your presentation skills is to find ways to
present your real self to your audience. Add new
presentation techniques to your repertoire
constantly, but also make sure to draw on your
natural strengths.
IM 15-5
SLIDE 15-8
By running through your presentations several

times, you allow yourself to become more
comfortable with the content, work out weakly
connected areas, and identify parts that you want
to emphasize through tone and nonverbal
communication. Also, rehearsing allows you to time
your presentation so you know if you need to add
or remove content. Rehearsing may involve
running through the presentation in your mind or
out loud. Ideally, you can do it out loud. Consider
videotaping your presentation.
SLIDE 15-9
Some polls show that public speaking is among the

most serious phobias among adults, with the fear
of snakes the only phobia surpassing it (see Figure
15.1).
SLIDE 15-10
Experiencing some nervousness as you speak and

present is normal. Even experienced speakers get
stage fright from time to time. Feeling some nerves
is not necessarily bad. It shows you care about
making an effective presentation. And feeling some
nerves can heighten your ability to deliver
forcefully and passionately. Nervousness is
dysfunctional only when it impairs your ability to
deliver your content.
IM 15-6
SLIDE 15-11
 Engage in relaxation techniques, such as

stretching, meditating, or listening to music.
 Taking several deep breaths is a great
technique to quickly alleviate anxiety.
 Envision yourself speaking with confidence and
ease.
 In the opening moments of your presentation,
look at those in the audience with whom you
are most friendly.
 Pay attention to foods and beverages that
impact your nervousness. Some people avoid
or minimize caffeine intake on speech days to
avoid jitters.
 One of the best ways of relaxing immediately
before your presentation is to speak with
audience members.
SLIDE 15-12
 When you present numerical information,

using people as the subjects of your sentences
humanizes your presentation.
 By naming members in your organization or
other relevant people, you help your audience
members feel they are getting to know these
important individuals.
 When you know the names of persons in your
audience, consider using their names from
time to time to personalize your presentation.
IM 15-7
SLIDE 15-13
Using people as the subjects of your sentences

humanizes your presentation, especially when you
present numerical information. Notice how Latisha
does this in Table 15.1.
SLIDE 15-14
By naming members in your organization or other

relevant people, you help your audience members
feel that they are getting to know these important
individuals (see Table 15.2).
SLIDE 15-15
When you know the names of persons in your

audience, consider using their names from time to
time to personalize your presentation (see Table
15.3).
IM 15-8
SLIDE 15-16
 Arriving early lets you notice if there are any

surprises in terms of equipment, room layout,
or people in attendance.
 Be ready to adapt to the immediate needs of
your audience so that you can quickly modify
your presentation based on their requests.
 All presenters inevitably lose their train of
thought from time to time. When this
happens, you can pause until you regain your
composure and your line of thinking. Within a
few seconds, you will often get back on target.
 Resist the urge to mention problems that have
disrupted the presentation. Most audience
members will never know that anything out of
the ordinary happened if you simply proceed
with slightly modified plans.
 If you have electronic slides to display, be
prepared for a situation where the projector
does not work and you need to speak without
them.
 You can often leave out parts of your
presentations as necessary with little change in
impact as long as you know your three or four
key messages and accentuate them
throughout your presentation.
SLIDE 15-17
 Walk around the room before your

presentation to check the vantage points that
various audience members will have.
 During presentations of more than five to ten
minutes, you can keep the audience more
engaged by moving around the room.
 Many rooms are set up with podiums or
tables, where presenters can place notes and
other materials. Standing behind a podium or
table can help you project authority and add to
the formality of the presentation.
IM 15-9
SLIDE 15-18
Consider using the model of nonverbal

communication called SOFTEN (smile, open stance,
forward lean, tone, eye contact, and nod). By
focusing on these nonverbal behaviors, you can
display confidence and strength while also showing
warmth and concern.
SLIDE 15-19
Most attire can be placed on a continuum from

formal to casual. Common categories along this
continuum are formal business, business casual,
and casual. Formal business dress, at one end of
the continuum, is intended to project executive
presence and seriousness. It is distinguished by
business suits, typically dark and conservative,
accompanied by collared, button-down dress shirts.
For men, neckties are essential.
Business casual dress is one step down in formality

along the continuum. It is intended to project a
more comfortable, relaxed feel while still
maintaining a high standard of professionalism.
Business casual dress is interpreted broadly and
varies significantly by location and company. As a
result, business casual can be divided into high-
level business casual and low-level business casual.
Business casual dress is probably the most common
form of dress in the workplace today.
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SLIDE 15-20
Casual dress is the least formal option. It is rare in a

business-related setting. While some companies
have implemented casual Fridays, nearly half of
executives and managers feel that employees dress
too casually on these days. If your company allows
casual Fridays, make sure your attire continues to
project a professional image.
SLIDE 15-21
Your attire, and the level of formality you choose,

projects a range of messages (see Figure 15.3).
Generally, formal business attire projects authority
and competence, high-level business casual is
associated with productivity and trustworthiness,
and low-level business casual is associated with
creativity and friendliness. For business
presentations, you should generally dress up
slightly more formally than your audience.
SLIDE 15-22
Regardless of the technology you use, your goal is

to keep yourself as the main focus of the
presentation. Even with well-designed slides or
videos, however, keeping the focus on you during
the presentation can be challenging. Keep in mind
the following tips as you present:
 Avoid turning out the lights in most cases.
 Don’t start your slides right away.
 Speak to your audience, not the screen.
 Interpret, don’t read your slides.
 Preview the slides before showing them.
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SLIDE 15-23
Also keep in mind the following tips as you present:

 Use a remote control to advance slides when
possible.
 Avoid standing in front of the slide projection.
 Use blank slides strategically.
SLIDE 15-24
If you can, wait until the end of your presentation

to distribute handouts. This allows you to maintain
more control over the message. If you need to use
handouts during the presentation, consider how
you might distribute them without losing control,
especially during the opening one to two minutes
of your presentation. Recall that audience
members form many of their deepest impressions
during this initial part of your presentation. Many
presenters have lost the opportunity to connect
effectively during their openings because of
rustling handouts.
SLIDE 15-25
Good speakers involve the audience as much as

possible without getting off message and taking too
much time. A few ways to interact with your
audience include fielding questions during the
presentation as well as mingling and following up
with audience members afterward.
IM 15-12
SLIDE 15-26
Many of your presentations will involve a question-

and-answer (Q&A) portion. Practice the following
strategies to make the Q&A go as smoothly and
effectively as possible:
 Pause before answering.
 Be honest.
 Show appreciation.
 Be concise.
 Reframe the question to match your agenda.
SLIDE 15-27
Admit when you do not know the answer. Explain

that you would like to get an answer to the
question and seek an opportunity to continue the
conversation later. In Table 15.4 see how Latisha
responds when she doesn’t have a firm answer to a
question.
SLIDE 15-28
Fielding questions allows you to develop an

emotional bond with the questioner. You can do so
by sincerely showing thanks, recognizing the
importance of the question, and otherwise
validating the questioner, as Latisha does in the
more effective example in Table 15.5.
IM 15-13
SLIDE 15-29
As a rule of thumb, keep most responses to

between 20 and 45 seconds. Pay close attention to
your audience members during Q&A to see if they
are remaining interested and engaged. See Table
15.6 to compare Latisha’s less- and more-concise
responses.
SLIDE 15-30
When your listeners ask questions that could derail

your agenda, find ways to tactfully reframe the
conversation in favor of your objectives, as
Latisha’s does in the examples in Table 15.7.
SLIDE 15-31
You’ll often have the opportunity to present in

teams. Delivering an effective team presentation
involves the same principles as an individual
presentation with a few complications to address.
The key is to plan for these issues well ahead of the
presentation. Keep in mind these tips:
 Be clear with one another about your
objectives and key messages.
 Decide on your presentation roles.
 Stand together and present a united front.
 Refer to one another’s points.
 Transition effectively.
IM 15-14
SLIDE 15-32
After studying this chapter, you should understand

the following topics: presentation delivery impacts
credibility; the SOFTEN model of nonverbal
communication; using slides and handouts;
interacting effectively with an audience; and
presenting with teams.
IM 15-15
Suggested Approaches and Solutions to Learning Exercises
In these suggested approaches and solutions, you’ll find key points to look for in students’ responses.
15.1 Chapter Review Questions (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)
A. Presenters gain credibility by showing competence or expertise in the topics at hand, by

showing caring or responsiveness to the needs and expectations of audiences, and by
showing character with honest and open exchanges with audiences. By mingling with the
audience before and after presentations, presenters can gain credibility in these same ways.
B. Audiences have always responded positively to people they view as authentic or real. This
hunger for authenticity has grown in the post-trust era. Reward students for thoughtful and
goal-directed comments about maintaining authenticity after planning and rehearsing for a
presentation.
C. Strategies for overcoming nervousness and fear before and during presentations include
relaxation techniques, breathing exercises, visualization, focus on friendly face, awareness
of food and beverage intake, and conversations with audience members before
presentations. Reward students for well-reasoned and goal-directed responses for three of
these strategies.
D. Strategies for making people the focus of your presentations include making people the
subject of sentences, introducing colleagues by name, and using names of audience
members. Reward students for elaboration on these principles and adding other well-
justified strategies.
E. The SOFTEN model of nonverbal communication includes smiling (warm facial expressions),
an open stance (welcoming posture), forward lean (confident and audience-oriented
stance), warm and positive tone, eye contact, and nods (affirming nonverbal
communication). Reward students for elaboration on these principles.
F. Strategies for using slides and handouts without distracting the audience from what you
have to say include avoiding turning out the lights; not starting the slides at the opening of
the presentation; speaking to the audience, not the screen; interpreting, not reading, the
slides; previewing the slides before showing them; using the remote to advance slides;
avoiding standing in front of the slide projection; and using blank slides strategically. Reward
students for elaboration on these principles.
G. Strategies for effectively fielding questions during or after your presentation include pausing
before answering, showing appreciation, reframing questions to match your agenda, being
concise, and being honest. Reward students for elaboration on these principles.
IM 15-16
15.2 Communication Q&A Discussion Questions (LO 15.1, LO 15.2, LO 15.4, LO 15.5)
Read the comments from James Robertson. Respond to the following questions:
A. Robertson’s advice for when things go awry with technology is to know your subject and
your audience. That way you can stay on message easily. He also recommends arriving
ahead of time to test the equipment to ensure you don’t have to deal with this situation.
B. He says that it’s important to open with a story or situation that is relevant to the audience.
He also recommends sharing your own experiences in a way that seems relevant to the
audience. He emphasizes talking directly to the audience and avoiding glancing at the
screen. He also emphasizes closing with just a few key points.
C. He think the hardest thing to prepare is the audience or, as he calls it, “the human factor.”
He recommends thinking about how the audience thinks and feels to get in the right frame
of mind to prepare for and respond to various interactions.
D. He states that the opening should set the stage for the presentation. The ending should
summarize the key points “with a punch.”
15.3 Evaluating an Effective Presentation (LO 15.2, LO 15.3, LO 15.4)
Students should be rewarded for carefully constructed, accurate, and original responses.
Consider doing this as a group exercise in class and following up with a class debrief.
15.4 Evaluating a Corporate Presentation (LO 15.2, LO 15.3, LO 15.4)
Students should be rewarded for carefully constructed, accurate, and original responses.
Consider doing this as a group exercise in class and following up with a class debrief.
15.5 Assessing One of Your Recent Presentations (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)
Responses will vary. Reward students for carefully constructed and nuanced responses. Also, reward
students for self-reflective and goal-directed comments.
15.6 Video-recording Your Presentation (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)
Responses will vary. Reward students for carefully constructed and nuanced responses. Also, reward
students for self-reflective and goal-directed comments.
IM 15-17
15.7 Presentation to the Board about Changing Direction at Better Horizons Credit Union (LO 15.1,
LO 15.2, LO 15.3, LO 15.4, LO 15.5)
Students should be rewarded for carefully constructed, accurate, and original presentations.
Consider using this as a team assignment.
15.8 Presentation to College Students about Joining Better Horizons Credit Union (LO 15.1, LO 15.2,
LO 15.3, LO 15.4, LO 15.5)
15.9 Presentation Asking for Participation in the Hope Walkathon (LO 15.1, LO 15.2, LO 15.3, LO
15.4, LO 15.5)
15.10 Presentation about Changes at Marble Home Makeovers (LO 15.1, LO 15.2, LO 15.3, LO 15.4,
LO 15.5)
IM 15-18
15.11 Review all rules in Appendix A about punctuation, number usage, and grammar. Then, rewrite
each sentence to make all needed corrections.
A. To gain experience as a public speaker, you can find many opportunities to develop your
abilities.
B. Many professionals join training groups or organizations, such as Toastmasters, that focus on
public speaking.
C. Once you’re part of one of these groups, you and the other members practice intensively and
give supportive and helpful feedback to one another.
D. Most of these organizations provide training materials, magazines, guidebooks, and
development plans.
E. You can also join organizations that frequently hold public speeches that you can observe or
even deliver.
F. Many civic organizations, such as the Rotary Club, hold weekly meetings where community
members are invited to speak.
G. You might consider volunteering to speak in classes, at clubs, or at other events to increase your
experience speaking in uncomfortable and uncertain situations.
H. Many people who aspire to develop public speaking skills regularly watch Ted Talks so they can
see the delivery style of great speakers.
I. Surprisingly, most expert public speakers get nervous nearly each time they speak.
J. Yet, most audience members don’t even notice these expert speakers are nervous, which shows
how well these speakers have learned to control their emotions during public events.
IM 15-19

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Instructor’s Manual to Accompany

Hello Fellow Instructor,

Peter W. Cardon, MBA, Ph.D.

This chapter covers the following topics:

LO15.1 Describe how presentation delivery impacts

Presenting gives you an excellent opportunity to

Having presence means commanding attention,

For internal presentations, you often present to

Standing in front of an audience feels anything but

By running through your presentations several

Some polls show that public speaking is among the

Experiencing some nervousness as you speak and

 Engage in relaxation techniques, such as

 When you present numerical information,

Using people as the subjects of your sentences

By naming members in your organization or other

When you know the names of persons in your

 Arriving early lets you notice if there are any

 Walk around the room before your

Consider using the model of nonverbal

Most attire can be placed on a continuum from

Business casual dress is one step down in formality

Casual dress is the least formal option. It is rare in a

Your attire, and the level of formality you choose,

Regardless of the technology you use, your goal is

Also keep in mind the following tips as you present:

If you can, wait until the end of your presentation

Good speakers involve the audience as much as

Many of your presentations will involve a question-

Admit when you do not know the answer. Explain

Fielding questions allows you to develop an

As a rule of thumb, keep most responses to

When your listeners ask questions that could derail

You’ll often have the opportunity to present in

After studying this chapter, you should understand

A. Presenters gain credibility by showing competence or expertise in the topics at hand, by

15.3 Evaluating an Effective Presentation (LO 15.2, LO 15.3, LO 15.4)

15.4 Evaluating a Corporate Presentation (LO 15.2, LO 15.3, LO 15.4)

Consider using this as a team assignment.

Consider using this as a team assignment.

Consider using this as a team assignment.

Consider using this as a team assignment.

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