Chapter 2 Professional Presentations

UCS3122
PROFESSIONAL ENGLISH
CHAPTER 2:
PROFESSIONAL PRESENTATIONS
By
Stephanie Larry Daniel
OVERVIEW
Introduction to a Presentation
Types of Presentation
i. Technical Presentation
ii. Proposal Presentation
iii. Sales Presentation
Preparing and Delivering a Presentation

Creating and Using Visual Aids
Controlling Nervousness and Stage Fright
INTRODUCTION TO A PRESENTATION
• Ideas, concepts or issues talked about or

spoken to a group or audience.
• Public speaking is one of the most feared
things, “I could make such a fool of
myself!”
• fear of making mistakes, too paranoid,
perfectionist
• Skills required to give a good
presentation can be developed.
Preparation is the Key!!
FUNCTIONS OF A PRESENTATION
• Two general functions/purposes:
i. To inform – informative speeches teach, demonstrate, or
instruct and audience on some topics or processes
ii. To persuade – persuasive speeches induce an audience to
accept a belief or action
COMPONENTS OF A PRESENTATION
• Three core elements:

1. Introduction
2. Body
3. Conclusion
1. INTRODUCTION
• It has mandatory functions which are:
• Gain attention / create interest
• Establish the subject and /or purpose
• Preview the main points
• Provide a smooth transition to the body
2. BODY
• This sections presents the main points and their supporting
evidence
• Brainstorming can produce many potential points
• It has three main functions:
i. Create understanding of the topic
ii. Create belief
iii. Provide relevance and significance
3. CONCLUSION
• This section provides closure by summarizing the key points
and allowing for a graceful exit
• Other purposes of conclusion:
• Create commitment and motivation
• Specify what is next
• Solicit question
TYPES OF PRESENTATION
1. TECHNICAL PRESENTATION
2. PROPOSAL PRESENTATION
3. SALES PRESENTATION
TECHNICAL PRESENTATIONS
• OVERVIEW:
Introduction
Goals of Sales Presentations
General Guidelines for Communicating Technical Information
Overcoming Obstacles to Shared Meaning
Introduction
• Technical communication - communication about scientific,
engineering, technological, business, regulatory, legal,
managerial or social scientific information.
• Technical presentation – a prepared formal presentation on
one or more of these topics to a non-expert audience
• For example, laboratory presentations, progress or status
reports, survey presentations, business reports, etc.
Goals of technical presentations:
i. It must be accurate – the information must be correct,
complete and detailed enough to fill the needs for the specific
audience
ii. It is shared meaning – presenters seek a close
correspondence between the speaker’s understanding and
the new understanding the audience achieves as a result of
the message
General guidelines:
i. Make appropriate word choices
ii. Make frequent use of examples and analogies
iii. Translate measurement scales into useful analogies
iv. Create relevant visual aids
i. Make appropriate word choices
• It can make information clear or muddle it beyond recognition
• Try to avoid any unnecessary complicated words
ii. Make frequent use of examples and analogies
• An example is a specific instance that illustrates a large point
• For example: “Chicken pox is a classic example of a latent virus.”
• An analogy is a comparison between two objects, events, or
people, suggesting that what is true of one is also true of the other
• For example: “The 8,000 joules is equal to about 2 food calories,
the amount of energy you’d get from eating an eighth of a
teaspoon of sugar.”
iii. Translate measurement scales into useful analogies
• The measurement scales used in scientific disciplines are
difficult for lay audience to understand
• Explanation alone is not usually enough to help audience to
understand the very large or very small scales
• For example, instead of saying a 10 micron particle is 1/25000
of an inch in diameter, it is better to describe 10 micron
particle is 10 time smaller than the diameter of a human hair.
iv. Create relevant visual aids
• To increase the clarity of complicated information
• A “must” for most technical presentations
 Overcoming obstacles to Shared Meaning
1. Difficult concepts:
i. Provide a definition that lists essential features
ii. Provide a typical example of the concept or idea
iii. Provide a series of examples and non-examples
2. Difficult structures or processes:

i. Provide a graphic model of the process
ii. Use organizing analogies
1. Difficult concepts:
i. Provide a definition that lists essential features
• To clarify a concept’s essential features
ii. Provide a typical example of the concept or idea

• It is representative of the whole group
iii. Provide a series of examples and non-examples
• To aid the audience’s ability to distinguish between the
concept and things that might be mistaken for the concept
• For example, in explaining a variety of particulates, some are
smaller, others are larger.
2. Difficult structures or processes:
i. Provide a graphic model of the process
• To help an audience visualize the whole process being described
• For example, photosynthesis process
ii. Use organizing analogies

• An organizing analogy communicates the general impression of a
structure or a process
• For example, ‘the atom is like a solar system,’ ‘a laser is created
when all the wavelengths of light are made to line up,’ etc.
PROPOSAL PRESENTATIONS
• OVERVIEW:
Introduction to Proposal Presentation
Proposal Structures
Developing Persuasive Arguments
Introduction to Proposal Presentation
• It should create shared meaning by persuading others that
whatever you have to offer – an idea, a design, a program, new
procedure – is the best solution to their problem.
• Research and development firms survive by presenting
proposals to government agencies
Proposal Structures
i. The Problem-Solution Structure
ii. Monroe’s Motivated Sequence
iii. The Balance Structure
i. The Problem-Solution Structure
• The presenter articulates the problem of the company has and
provides a solution tailored to that company
• If the audience is not aware of the need for your proposal, you
should focus equally on the problem and the solution
• If the audience knows the problem, briefly review it and spend
the bulk of the speech emphasizing the solution
ii. Monroe’s Motivated Sequence
• It is similar to the problem-solution structure, but adds several steps to get
the audience involved, moving them to act on the proposal
• This strategy is useful when your audience is hesitant to act on your
proposal
• The steps in the motivated sequence are:
a. Attention
b. Need
c. Satisfaction
d. Visualization
e. Action
a. Attention step
• Should include questions, startling statements, quotations or stories
b. Need step
• Identifies the audience’s problem
• Include four steps:
i. State the specific problem
ii. Illustrate the problem
iii. Reinforce the need with additional examples and statistics
iv. Point the problem to the audience by showing how it relates to them
c. Satisfaction step
• Answers the question “What can be done to solve the
problem?”
• Involves two-stage process:
• Provide support for the claim that your pan will solve the
problem
• Address the objections leveled against your plan
d. Visualization step
• The speaker paints a visual picture of the future if the plan is
adopted
• Use vivid verbal descriptions, visual pictures, charts and graphs
to clearly illustrate the effects of your plan
• Specific projections and concrete examples make the audience
more willingto adopt the proposal
e. Action step
• Moves the audience to adopt the proposal
• The appeal to action should be as direct and
specific as possible
iii. The Balance Structure
• The introduction should grab the audience’s attention and
justify the topic
• In the body, presenter develops each alternative or solution by
first acknowledging its positive attributes
• After positive qualities are cited, the majority of the time is
devoted to demonstrating the plan’s drawbacks
• Once you have offered each alternative develop your solution
by citing arguments (the audience will not know this is your
proposal)
• Next, mention some drawbacks to balance your presentation
• Finally, state additional reasoning and evidence to support
your proposal
Developing Persuasive Arguments
i. Deductive Arguments
ii. Inductive Arguments
iii. Refutation Tactics
i. Deductive Arguments
• Move from general principles to the application of those
principles in specific cases
• For example: “Interest rate increases lead to declining home
and car purchases.”
ii. Inductive Arguments
• Move from particular observations to general conclusions
• For example, a report may cite: “In an independent salary audit
of 50 major companies, male accountants were paid an
average of 20% more than female accountants.”
iii. Refutation Tactics
• An argument that addresses and eliminates objections
to the proposal
• Lead the audience into a refutation by stating the
audience’s objection in a phrase and then state your response in a
phrase
• For example: “I know that some are against the proposal to expand
our operation because of the health risks to nearby communities,
but I assure you that the risks are infinitesimal.”
• OVERVIEW:
SALES PRESENTATIONS The Significance of Sales Presentation
Audience Analysis for Sales
Presentation
Content Considerations for Sales
Presentations
Delivering the Sales Presentation
SALES PRESENTATIONS
 The Significance of Sales Presentation

• Salespeople make thousands of sales presentations to a variety
industries
• Sales situations come in two varieties;
a. A one-time buy – a company or government agency preparing to
make a large purchase lines up potential suppliers to hear their
presentations.
b. Continuing requirement purchases – a company or government
agencies buy parts or supplies crucial to their day-to-day process
SALES PRESENTATIONS
• Michelle Schoenecker in Intercom magazine states, “sales

presentation is all about meeting the prospect’s needs.”
• Failing to analyze the prospect for particular needs can result in
presentation that are ill suited for the client.
• Two means of assessing audience concerns:
i. Asking Questions
ii. Listening for Metaphors
SALES PRESENTATIONS
Audience Analysis for Sales Presentation

i. Asking Questions
• Direct questions help salespeople find qualified prospects –
potential clients who have the need, interest, and financial
resources to purchase their products or services
SALES PRESENTATIONS
ii. Listening for Metaphors
• More subtle means of gaining insight into a prospect’s thinking
• Metaphors suggest that some objects or events are to be
understood as if it were another objects or events
• It provides a basis for “talking the customer’s language.”
• For example, an industry can be thought as a war or a game.
SALES PRESENTATIONS
Content Considerations for Sales Presentation
• Image is not everything! The content is a vital element.
• Developing a clear, specific purpose statement is vital – it is
what you want your listeners to remember or to do as a result
of presentation
SALES PRESENTATIONS
• The meat of any sales presentation is in its arguments – proof
that involves solid arguments
• Arguments should be made about the benefits the product or
service provides the customer
SALES PRESENTATIONS
Delivering the Sales Presentation
• Enthusiastic delivery is vital for effective sales presentation
• Great delivery depends on an attitude of respect for your
listeners and enthusiasm for the topic
• Good delivery means extemporaneous (impromptu) – working
from notes rather than a script allows the presenter to
immediately adapt to audience concerns
SALES PRESENTATIONS
• Spontaneity is more easily generated from an outline than

from a script
• Remove all vocalized pauses – annoying to listen to and
indicate hesitation and lack of confidence
• Finally, do not hide your intention to sell a product or service,
make it clear what you want at the beginning and the end of
the speech
• Ask for order when you close a sales presentation.
PREPARING AND DELIVERING
PRESENTATIONS
Gather support Materials

Outline the Speech
Delivery Considerations
GATHER SUPPORT MATERIALS
• It is appropriate to collect supporting material, as you develop
and refine the main ideas statement
• Main ideas need examples, statistical support and quotations
from experts for clarity and proof
GATHER SUPPORT MATERIALS
• The materials can be as follow:
i. Examples – specific instances that illustrate a larger point
ii. Statistics – a collection of individual examples delivered as
raw numbers or averages
iii. Testimony – a direct quotation or paraphrase of witnesses,
experts or other informed people
OUTLINE THE SPEECH
• Professional audiences demand well-structured presentations
• Requires a thorough, full sentence outline of all the main and
sub-ideas in the presentation
• Audiences also demand enthusiasm and a sense of spontaneity
• Hence, two outlines are recommended;
i. Preparing the speech
ii. Delivering the speech
THE PREPARATION OUTLINE
• A full-sentence outline of virtually everything the speaker
intends to say
• It allows the speaker to test the structure, the logic and the
persuasive appeals in the speech
• Should include the general purpose, the topic, the specific
purpose, and the main idea statements
• Next, label the parts of speech – introduction, body and
conclusion
• Develop a consistent pattern of symbolization for the main
points and sub-points
• The appropriate locations are shown:
INTRODUCTION
I. ..
II. ..
III. ..
(Transition)
BODY
I. ..
(Transition)
II. ..
(Transition)
III. ..
(Transition)
CONCLUSION
I. ..
II. ..
THE DELIVERY OUTLINE
• An abbreviated version of the preparation outline
• Includes selected words and phrases – enabling a more
spontaneous presentation
• First, it should use the same outline framework as the preparation
outline
• Second, write the delivery outline legibly or use a computer-printed
version as scribbled notes are difficult to read
• Finally, write important speaking directions in brightly colored ink.
They include underline for points that require emphasis, two lines
(//) for important pauses, etc.
DELIVERY CONSIDERATIONS
• In public presentation, there is little opportunity for the two-
way give and take of conversation or group discussion
• It is harder to establish and maintain a relationship with the
audience and to engage their attention
• Therefore, an oral presentation must combine all explanations,
information, visual aids, choice of words, vocal qualities, body
movement and nonverbal communication
• It must be relevant and structured into three parts; ABC
Concept.
DELIVERY CONSIDERATIONS
• The ABC packaging concept illustrates how the three major
parts of any successful presentation or speech gain interest
and focus the audience
• Attention-grabbing introduction
A
• Backed-up by a supportive body

B
• Conclusion providing strong reinforcement

C
CREATING AND USING VISUAL AIDS
• Our fondness for images affects all forms of communication,
including business and professional presentations
• It is important to remember one guiding principle: Professional
presentations are a chance to exchange information and share
ideas with an audience
• Purpose: to make the content more understandable or
persuasive
TYPES OF VISUAL AIDS
• A visual aid is any pictorial, textual, or graphic image that is
presented visually rather than orally
• It can add to the effectiveness of a presentation in three ways:
i. Increase the clarity of complicated pictorial, statistical, or
conceptual material
ii. Increase the persuasiveness of a message
iii. Make a presentation more dynamic, motivating the audience
to pay attention
1. Objects
2. Models
3. Whiteboard or Flip Chart
4. Handouts
5. Photographs
6. Computer-Generated Charts, Graphs and Visuals
1. Objects
• it is an excellent way to add interest and clarity to your ideas
• For example, objects are used in sales presentations when the
speaker brings in the item for display or demonstration
• For large objects, photographs serve as adequate visual
presentations
• If you must show the object by passing it around, temporarily
suspend the presentation and give the group a chance to
clearly examine the object and discuss its characteristics.
2. Models
• They are scale, two-dimensional drawings or three-dimensional
constructions that represent very large or very small objects
• An excellent substitute for objects that are too large or too small
for viewing
• It should be large enough for easy viewing by the entire audience
• For example, a model of human heart is a useful way to show the
placement and functions of a pacemaker
3. Whiteboard or Flip Chart
• Useful in some professional forums
• The value of these items is limited because they are “low tech”
and not very impressive
• The time it takes to write things on the board or flip chart
interrupts the smooth flow of ideas in a presentation (unless
they are prepared in advance)
• The remained information (that is not erased) could distract
audience
• Recommended to be used for extended presentations (e.g.
lectures) or in group brainstorming sessions where ideas must
be written down, narrowed and solidified in front of the entire
group
4. Handouts
• It can summarize information and provide a handy reference
guide to audience members long after the presentation
• Any visual aid shown can be reduced and included on
handouts
• The disadvantage; audience may move ahead of the speaker by
considering information not yet covered or miss important
information by stopping to focus on one part of a handout
• It is recommended to provide it after,
rather than during the presentation
• Or provide it only at the point in the
speech when it is relevant
5. Photographs
• Improve understanding and retention of complex
information
• An excellent substitute for objects that are too large or too
small for the audience to see
• Digital photos are easy to incorporate into presentation
programs like Microsoft’s PowerPoint
6. Computer-Generated Charts, Graphs, and Visuals
• Some of the most significant and advanced presentation tools
• Several formatting rules to follow:
i. Pick a good template
ii. Use sans serif fonts for better readability
iii. Handle graphic elements professionally
iv. Title all slides for emphasis
• Guidelines for selecting a template:
i. Simple, light background that maintains consistent shading
throughout the slides
ii. Sans serif fonts are far more readable onscreen than those in
the serif category
Serif fonts Sans serif fonts
Georgia Arial
Bookman Oldstyle Tahoma
Century Schoolbook Verdana
iii. Slides are a visual medium and require the presence of
graphics elements
• Bullet point slides must include relevant clip arts or photos –
to maintain the audience’s interest
• Present numbers in a table, chart, or graph rather than just
words and numbers
iv. Every chart or graph should include a title that communicates
and emphasizes the meaning specifically
EXAMPLES OF CHARTS AND GRAPHS
Pie Chart Line Graph
Sales Chart Title
6
0
Category 1 Category 2 Category 3 Category 4
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Series 1 Series 2 Series 3
EXAMPLES OF CHARTS AND GRAPHS
Bar Graph Three-Dimensional Graph
Chart Title Chart Title
6
5 5
4
4
3
3
2
2 1 Series 3
0 Series 2
1
Category 1 Series 1
Category 2
0 Category 3
Category 4
Category 1 Category 2 Category 3 Category 4
Series 1 Series 2 Series 3 Series 1 Series 2 Series 3
PRESENTING VISUAL AIDS TO THE AUDIENCE
• Use visual aids only when they are justified - they are useful
for clarifying information
• Make sure they are large enough for the entire audience to see
• Position yourself in such a way that the entire audience has a
clear view of the visual aid
• Display the visual aid only when you come to the relevant
place in the speech, and remove it from view before moving to
the new information
PRESENTING VISUAL AIDS TO THE AUDIENCE
• Visual aids need to be explained and interpreted for the
audience
• Use the same words from the visual aid’s title and labels when
explaining – vital for complete understanding
• Turn no more than one third of your body toward the visual
aids – talk to the audience more
CONTROLLING NERVOUSNESS AND STAGE FRIGHT
• Anxiety is a normal response to any situation that involves risk
• However, it can be useful if it provides extra emotional or
physical energy necessary to deliver the presentation
successfully
• If it becomes distressing, it has to be managed
1. Check all equipment
HANDLING STAGE FRIGHT 2. Breathing exercise
3. Relaxation
4. Know the subject well
5. Delivering practice
HANDLING STAGE FRIGHT
1. Check all equipment
• To make sure it is available and in working order
• It includes a projection system, your laptop, seating, etc.
2. Breathing exercise
• To improve breath control, breath deeply
• Straight posture to allow deep breathing (and creates a good
impression too)
• Movement before and during presentation can ease muscle
tension and assist breathing
• Mental rehearsal and positive thinking in the planning stage
are essential
3. Relaxation
• It can help anxiety
• It is worth finding a method you feel comfortable with
• For example, some people focus on their positive and
competent aspects.
4. Know the subject well
• To help you feel confident
• Through preparation also helps you
to respond to any questions
• Remind yourself that you have been asked
to present the subject because of your
knowledge or experience, or both.
5. Practise delivering the presentation
• The key to overcoming your stage fright
• The more opportunities you have to practice, the more
confidence and skills will increase
HANDLING CHALLENGING QUESTIONS
• Some tips:
i. Avoid panic; take a moment to reflect on the questions
ii. If you do not know the answer, say that you will research the
question and get back to the questioner
iii. Involve the audience with a prompt along the lines of: “This is
an excellent questions. What do you think?”
iv. When a criticizing question are asked, agree with the
questioner on some level, no matter how small, as it helps
establish rapport and shows you are open-minded
v. Try to anticipate tricky questions – this strategy will help you
come up with appropriate responses that reflect well on you
as the speaker
• Some useful phrases to use as you handle intimidating
questions:
i. ‘Let’s deal with that question later.’
ii. ‘We will be dealing with that issue later, so can we keep the
question until then?’
iii. ‘I simply do not know the answer. I will research it and get
back to you.’
iv. ‘This question does not seem to really apply to the topic, so
shall we move on?’
v. ‘Can anybody else comment on this question?’

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UCS3122

Preparing and Delivering a Presentation

• Ideas, concepts or issues talked about or

• Three core elements:

2. Difficult structures or processes:

ii. Provide a typical example of the concept or idea

ii. Use organizing analogies

 The Significance of Sales Presentation

• Michelle Schoenecker in Intercom magazine states, “sales

Audience Analysis for Sales Presentation

• Spontaneity is more easily generated from an outline than

Gather support Materials

• Backed-up by a supportive body

• Conclusion providing strong reinforcement

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