Excellence in Business Communication

Thirteenth Edition, Global Edition

Chapter 14

Developing and Delivering

Business Presentations

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Learning Objectives (1 of 2)
14.1 Highlight the importance of presentations in your
business career, and explain how to adapt the planning step
of the three-step process to presentations.
14.2 Describe the tasks involved in developing a
presentation.
14.3 Describe the six major design and writing tasks
required to enhance your presentation with effective visuals.

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Learning Objectives (2 of 2)
14.4 Outline four major tasks involved in completing a
presentation.
14.5 Describe four important aspects of delivering a
presentation in today’s social media environment.

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Planning a Presentation
(LO 14.1) Highlight the importance of presentations in your
business career, and explain how to adapt the planning step
of the three-step process to presentations.

• Opportunity to display communication skills

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Planning a Presentation
• Planning presentations is much like planning other
business messages: You analyze the situation, gather
information, select the best media and channels, and
organize the information.

• Be aware that preparing a professional-quality business

presentation can take a considerable amount of time.

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 Planning a Presentation

• Presentation designer and trainer Nancy Duarte offers this

rule of thumb: For a formal, 1-hour presentation, allow 36 to
90 hours to research, conceive, create, and practice. Not
every one-hour presentation justifies a week or two of
preparation, of course, but important, career-changing
presentations certainly can.

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Analyzing the Situation
• As with written communications, analyzing the situation
involves defining your purpose, developing an audience
profile, and considering the circumstances.

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Defining Your Purpose

• 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.

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Developing an Audience Profile

• In addition to following the audience analysis advice (you

attitude), try to anticipate the likely emotional state of your
audience members

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Considering the Circumstances
• As you analyze the situation, also consider the
circumstances. Is the audience in the room or online? How
many people will be present, and how will they be seated?
Can you control the environment to minimize distractions?
What equipment will you need? Such variables can
influence not only the style of your presentation but also
the content itself.

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Table 14.1 Analyzing Audiences for
Business Presentations
Task
To determine audience size and composition
To predict the audience’s probable reaction
To gauge the audience’s experience
Actions
• Estimate how many people will attend (in person and online).
• Identify what they have in common and how they differ.
• Analyze the mix of organizational positions, professions, language
fluencies, and other demographic factors that could influence your
content and delivery choices.
• Analyze why audience members are attending the presentation.
• Determine the audience’s general attitude toward the topic:
interested, moderately interested, unconcerned, open-minded, or
hostile.
• Analyze your audience’s likely mood when you speak to them.
• Find out what kind of supporting information will help the audience
accept and respond to your message: technical data, historical
information, financial data, demonstrations, samples, and so on.
• Consider whether the audience has any biases that might work
against you.
• Anticipate possible objections or questions.
• Analyze whether everybody has the same background and level of
understanding.
• Determine what the audience already knows about the subject.
• Consider whether the audience is familiar with the vocabulary you
intend to use.
• Analyze what the audience expects from you.
• Think about the mix of general concepts and specific details you
will need to present.
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Figure 14.1 Planning for Various
Audience Mindsets

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Defining Your Main Idea

• One-Sentence Summary
– Subject

– Purpose
– Audience

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Limiting Your Scope
• Two reasons.

1. Strict time limits.

2. Longer speeches make it harder to hold attention.

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Choosing Your Approach
• Shorter Presentations:
– Direct approach
– Indirect approach

• Longer Presentations:
– Direct approach
– Indirect approach

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Figure 14.3 Effective Outline for a
10-Minute Presentation

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Preparing Your Outline
• State the purpose and main idea.
• Organize points and sub-points.
• Identify major points throughout.
• Plan transitions between sections.
• Prepare bibliography or source notes.
• Choose a compelling title.

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Creating a Speaking Outline
• Simplify the Planning Outline
• Add Delivery Cues
• Condense Points and Transitions
• Arrange Your Notes

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Developing a Presentation
(LO 14.2) Describe the tasks involved in developing a
presentation.
• Follow words closely or express in spontaneous language.

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Crafting Presentation Content
• Three distinct phases: the introduction, the body, and the
close.

• Presentation Introduction
– Fire up the audience.
– Getting Your Audience’s Attention.
– Building Your Credibility, Previewing Your Message and
Connecting Your Ideas
– Holding Your Audience’s Attention

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Presentation Close and Restating Your
Main Points
• Presentation close
– Two tasks:
1. Listeners leave with key points
2. Appropriate emotional state

• Restating your main points

– Emphasize what you want your audience to do or to
think.

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Ending with Clarity and Confidence
• End on a strong, positive note.
• Memorable final remarks with right emotional tone.
– Don’t end with “Well, I guess that’s it.”

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Note for students
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Enhancing Your Presentation with
Effective Visuals
(LO 14.3) Describe the six major design and writing tasks
required to enhance your presentation with effective visuals.
• Thoughtfully designed visuals:
• create interest
• illustrate complex points
• add variety
• help the audience remember information.
– Make your presentations simple
▪ Structured slides
▪ Free form slides

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Designing Effective Slides
• Use presentation software wisely.
• Designing slides around a key visual:
– key visual helps organize, and explain key points
• Writing readable content:
– Use slide text sparingly key points
• Creating charts and tables for slides:
– Keep simple

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Figure 14.7 Writing Text for Slides

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Selecting Design Elements
• Color
• Background Designs and Artwork
• Foreground Designs and Artwork
• Typefaces and Type Styles

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Table 14.2 Color and Emotion
Color Emotional Associations (for U.S. audiences) Potential Uses

Blue Peaceful, soothing, tranquil, cool, trusting Background for presentations (usually dark blue); a
safe and conservative choice
White Neutral, innocent, pure, wise, simple Good choice for text displayed on a dark background

Yellow Warm, bright, cheerful, enthusiastic Primarily as a highlight color, such as text bullets and
subheadings with a dark background
Red Passionate, dangerous, active, painful For promoting action or stimulating the audience;
seldom used as a background (“in the red” specifically
refers to financial losses)
Green Assertive, prosperous, envious, relaxed, Highlight and accent color (note that green symbolizes
natural money in the United States but not in other countries)
Orange Warm, dramatic Useful to suggest energy and action

Gray Dignified, serious, somber, practical Providing a visually “quiet” background, enhancing
contrast with brighter colors
Black Serious, technical, formal As either a functional or artistic color, depending on
overall slide style

Sources: Based in part on “Choosing Colors for Your Presentation Slides,” Think Outside
the Slide, accessed 15 May 2017, www.thinkoutsidetheslide.com; Claudyne Wilder and
David Fine, Point, Click & Wow (San Francisco: Jossey-Bass Pfeiffer, 1996), 63, 527.

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Adding Animation and Using
Presentation Software
• Adding animation and multimedia:
– Don’t animate everything
– Subtle transitions
– Hyperlinks
• Using presentation software to create visual reports:
– Read like documents

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Completing a Presentation
(LO 14.4) Outline four major tasks involved in completing a
presentation.
• Allow enough time
• Revise your slides
• Finalize your slides, create handouts, choose your
presentation method, and practice your delivery.

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Checklist: Enhancing Presentations
with Visuals

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Choosing Your Presentation Method
• Speaking from notes.
• Preparing the venue.
– Formal presentations
– Less-formal settings

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Practicing Your Delivery
• Can you present your material naturally?
• Could you present without using slides?
• Is the equipment working?
• Is your timing on track?
• Can you pronounce the words you’ll use?
• Are you ready for questions or objections?

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Delivering a Presentation
(LO 14.5) Describe four important aspects of delivering a
presentation in today’s social media environment.

• Four aspects of delivery:

1. Overcoming anxiety
2. Handling questions responsively
3. Embracing the backchannel
4. Giving presentations online

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Overcoming Anxiety (1 of 2)
• Stop worrying about being perfect.
• Know what you’re talking about.
• Practice, practice, practice.
• Visualize your success.
• Remember to breathe.
• Be ready with your opening line.

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Overcoming Anxiety (2 of 2)
• Be comfortable.
• Take a three-second break, if you need it.
• Focus on your message and audience.
• Connect with friendly audience members.
• Keep going.

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Handling Questions Responsively
• Establishing Ground Rules
• Preparing to Answer Questions
• Noticing Nonverbal Signals
• Responding to Difficult Questions
• Controlling Your Presentation
• Controlling Your Emotions

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Embracing the Backchannel
• Backchannel
• Tips:
– Integrate social media.
– Set expectations.
– Ask for real-time feedback.
– Tweet key points.
– Review comments.

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Giving Presentations Online
• Reach more people in less time.
• Tips:
– Time to download and configure apps.
– Consider sending preview materials.
– Allow time to get connected.
– Keep the presentation simple.
– Seek frequent feedback.

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