Organisation of Sessions

Effective Presentations

Handout Pack

Mark Ridolfo

The Business School

Bournemouth University, UK

Table of Contents

P1Fundamentals of Effective Presenting: Style, Structure and LanguagePage 3

P2Effective IntroductionsPage 7

P3Language for Effective PresentationsPage 10

P4Visual AidsPage 18

P5Plagiarism and Referencing SlidesPage 20

P6Presentations in a Cross-Cultural EnvironmentPage 24

P7Managing the Unexpected – Nerves and QuestionsPage 27

P8How to Remember MaterialPage 31

P9Aide-Memoire and ChecklistsPage 35

Handout P1

Fundamentals of Effective Presenting: Style, Structure and Language

This pack is designed to help you deliver presentations in a variety of situations. The techniques coveredare appropriate to academic and professional presentations.

These materials have been designed to help you:
build up your competence and confidence in giving presentations in English;
internalise the key techniques for giving presentations:
-focusing on the needs of the audience
-using signposting and linking language effectively
-making good use of visual aids
-taking ownership of the environment
-developing a clear and logical structure
-using effective and appropriate delivery techniques;
learn to appreciate cultural differences in presentation styles and expectations;
have a better understanding of how to manage nerves, questions and group presentations
understand the expectations tutors will have of presentations you will give.

Fig 1. Maintaining control, managing the environment and dealing with uncertainty

Fig 2. The three stages of an effective presentation

12 3

PREPARATION

It is said that there are only really three types of presentation . . .

Telling:e.g. Describing a product, service or idea / explaining something

Selling:e.g. Highlighting the benefits of a product, service or idea

Impelling:e.g. Persuading someone to do something

Thorough preparation and good organisation will greatly help to ensure an effective presentation. However, whether a presentation is truly effective involves above all . . .

Defining your objective(s)
Analysing your audience
Choosing the best approach

Defining your objective(s)
Every presentation aims to bring about some change in the audience. This is how you should view your objective. You might consider thinking about a presentation in the following terms . . .
-What is the precise objective of my presentation in one sentence?
-Is my objective realistic, given the time available?
Once you have defined your objective, you must consider how best to ‘sell’ that objective to your audience, by showing them the benefits, which are in it for them.

Hygiene Factors

-When will your presentation take place? In the morning, when people are alert? Early afternoon, when people are digesting their lunch? At the end of the day, when people may be tired and thinking of going home (or able to ‘free up’ mental space for something interesting?)
-What is the physical environment like? Is it quiet or noisy? Do you need a microphone? Can you control the temperature?
-Do you have all the necessary equipment / resources? Do you know how they work? Does everyone else know?

Basic relevance test

Finally, when you feel you have defined your objective(s) and reached meaningful judgements about your audience, you can apply the basic relevance test. This involves asking:
-What conclusions do I want the audience to reach, in order for me to achieve my objective(s)?
-What proof(s) must I give, so that they can reach those conclusions?
-Do my audience know what, if anything, I would like them to do as a result of my presentation?

ORGANISATION

The most common ways of organising the material of the main body of your presentation are:

-a generalisation followed by a detailed explanation / illustration

-sequencing – using a time sequence, a spatial or geographical sequence, or a sequence based on ascending or descending order of importance

-proximity – contrasting one set of facts, opinions or ideas with another

-analysis – dividing a unit up into its component parts and saying a little about each

You must ask yourself which method will enable you to best achieve your objective, enable the audience to follow easily and allow you to feel confident and in control.

DELIVERY

Fig 3. The Basics

Handout P2

Effective Introductions

“You only get one chance to make a first impression”

Fig 4. The three Stages of an Effective Presentation

The ‘grabber’

The ‘grabber’ or ‘hook’ is your method for getting the audience’s attention, and may take a number of forms, from the informal to the formal, from the plain to the complex:

Welcome
-Good morning / afternoon / evening. It’s good to see so many of you here . . .
-Good morning / afternoon / evening. May I begin by welcoming you all to . . .
-Good morning / afternoon / evening. May I say how delighted I am to have been invited here today . . .
Rhetorical question
-Is your company, like so many others, facing the challenges of global communication?
-Are you entirely satisfied with the service you are getting from your current suppliers?
-I wonder how many of you have been visited recently by a so-called management consultant . . .
Unusual fact
-Did you know that China represents a potential market of over one billion customers?
-I wonder how many of you were aware that one in ten people is left-handed.
Story
-I wonder if I might begin by telling you a story . . .
-Let me begin by telling you what happened to me last week . . .
-I wonder if you can imagine what happened to one of my employees last week . . .
Quotation
-I want to begin by reminding you of something the CEO said last year . . .
-I believe it was Winston Churchill who once said . . .
-I wonder if you are aware of that famous quotation from Shakespeare . . .
Humour
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Remember to:

-Choose the most appropriate ‘grabber’ to your specific situation

-(where possible) link the ‘grabber’ to what previous speakers have said

What’s in it for the audience?

This involves reminding the audience why they are there. This may be done elaborately, or simply by reminding them what the presentation is about.

Establishing your credibility or ‘why me?’

Here, you justify your presence – what gives you the right or the authority to give this presentation? This may involve merely giving your job title or mean some form of self-justification – though without sounding defensive or arrogant.

Stating the objective of your presentation

What do you hope to achieve or demonstrate?

Giving a brief agenda

This involves outlining the general structure of the presentation, usually consisting of 3-5 main points / areas.

The ‘call for action’

Some presentations may require you to change the views of the audience or you may need the audience to do or decide something as a result of the presentation. However, not all presentations require a ‘call for action’.

Do’s and Don’t’s for an Effective Opening

Do . . .* Check out the venue / facilities in advance.

* Allow the audience to settle.

* Try to smile and look pleased to be there.

* Get the attention of the audience with some form of ‘grabber’.

* Be confident with your body language – take ownership of the environment.

* Arrange everything and check your visual aids before you start.

* Make it clear when you are moving from the intro to the main presentation.

Don’t . . . * Start until everyone (or almost everyone) is ready.

* Give a long-winded opening.

* Be / look negative.

Handout P3

Language for Effective Presentations

1The Introduction

1.1What’s in it for your audience

1.2Establishing your credentials

1.3Stating the purpose

1.4Outlining the plan of the presentation

1.5Speaking time and questions

1.6Calling for action

2The Main Body

2.1Introducing the main point

2.2Making a subsidiary conclusion

2.3Introducing the following point

3How to round off your presentation

3.1Summing up

3.2Leading to the final conclusion

3.3Dealing with questions

4Within the presentation

4.1Highlighting the structure of the arguments

4.2Adding a point

4.3Presenting an explanation

4.4Introducing a point of view

4.5Introducing an example

4.6Making a concession

4.7Stressing a point

4.8Referring to visual aids

1The Introduction

The introduction serves to establish a favourable relationship with the audience and helps them to concentrate. A cordial welcome, followed by a clear, concise explanation of the purpose of the presentation and of the plan you intend to follow puts your listeners at their ease and makes them ready to invest their time in listening to what you say.

A presentation can only be effective if those listening can remember the key points once you have left the room. You should always bear in mind that we only really remember those things that we find interesting and which get us thinking and planning. You want your audience to listen actively so you must involve them in your presentation. One measure of the success of any presentation is the quality of the questions put to the speaker at the end.

The objectives of the introduction are to:

1establish contact - a cordial welcome / plenty of eye contact / a smile;

2explain the main aim of your presentation (once people know the purpose of your presentation, they will be prepared to concentrate on what you have to say);

3explain your background (to gain credibility and the confidence of your audience);

4outline the plan of the presentation (so that your listeners can follow you without difficulty);

5put forward your recommendation / call for action (to obtain a positive result).

Remember to tell your audience that you will be very happy to answer any questions that they may have, and to let them know at which point they may put questions to you, either during or at the end of your presentation.

1.1What’s In It For Your Audience
Your Managing Director, Mr Brown, has invited me here today to tell you about . . .
Thank you for coming today to learn more about . . .
Thank you for inviting me to give you this presentation on .
I’m sure that many of you would agree with me that . . .
1.2Establishing Your Credentials
Let me begin by introducing myself: my name is . . .
As you (may) know, I am the sales manager at . . .
For the last 6 months, I have been working on . . .
Over the course of the last year, I have been involved in . .
Since February 1999, I have been responsible for implementing the new sales strategy.
1.3Stating The Purpose
I have come here today to speak to you about . . .
I am here to present / to explain / to show you / to report .
We're going to look together at the advantages . . .
We're going to examine the possibility of collaborating with
1.4Outlining The Plan Of The Presentation
During the next 20 minutes, my objective is to . . .
It might be useful to begin with an outline of my agenda . .
I intend to cover / I would like to consider three areas . . .
I'll begin by describing to you . . .
Then I'll explain / show you . . .
And finally, I shall explain / we shall look at / consider . . .
1.5Saying How Long You Will Speak And When You Will Take Questions
I’ll talk for twenty minutes and would be grateful if you could keep your questions until I have finished.
I’ll be very happy to answer any questions you may have at the end of the presentation
Please feel free to interrupt me at any point with questions.
I’ll stop at the end of each agenda point to see if there are any questions.
1.6Calling For Action
After I have finished, I shall ask you for your views on . . .
I hope that by the end of my presentation, I will have persuaded you of the benefits of . . .
By the end of this session, we need to have reached agreement / consensus on . . .
Before you leave here today, I hope to have convinced you that

2The Main Body

The first thing to remember is that whilst you know the subject very well, your audience will be hearing it for the first time. It is tiring listening attentively to someone talking about an unfamiliar subject for 20 minutes or more, so, to help your listeners maintain their concentration, you need to:

1introduce each point by showing how it fits into the overall structure of your presentation. This is known as "mapping" and is like pointing to a map to show your audience where you are in your presentation, so that they can see where you are taking them.

2recap (sum up) each point clearly and concisely, before introducing your next point. This may seem excessively repetitive and unnecessary, but that is because the content is familiar to you. Remember - those listening to you are hearing your arguments for the first time.

2.1Introducing The Main Point
So, to start with, let's look at the structure of the company.
Let's begin by looking at / examining the German market.
We shall therefore begin with the question of openings in Korea.
I shall therefore begin by describing our financial performance.
2.2Making A Subsidiary Conclusion (Recapping)
As you can see, in the first three years of franchise, we can offer you a high level of support.
So, to sum up, we can say that the general situation is favourable.
This is, therefore, a long-term project, which . . .
To sum up then, we have come through the recession as a leaner, more agile company, confident in our future
We can therefore state that . . .
2.3Introducing The Following Point
Now that we have seen the support that we can offer our franchisees, let us move on to the costs involved.
Having looked at the company structure, let us now consider our present position in the market.
Now that you have an idea of our position in the market, I'd like to show you how we intend to improve market share.

3How To Round Off Your Presentation - The Importance Of The Conclusion

The conclusion is your final chance to influence the audience. A good conclusion has a triple role:

1to summarise the main points;

2to make a final attempt to convince your audience that your point of view is a valid one (each intermediary conclusion having strengthened the persuasiveness of your argument);

3to encourage your audience to act as you wish them to, by for example signing up to become a franchisee, or by agreeing formally to place some orders with you.

As with the introduction, this is the moment when you should address your audience directly: lots of eye contact, no notes, key points expressed clearly and concisely.

3.1Summing Up
Let me recap on the main points
So, what have we looked at this morning?
So, to sum up, . . .
So, let us summarise where we have got to . . .
So, let us briefly recap what we’ve been looking at.
3.2Leading To The Final Conclusion
I hope that I have shown you that . . . and I hope you will now give this some further thought
It is time to round things off now, so I'll . . .
Now that we've looked at the main points, I am ready to answer any questions you may have.
If there are any points that you wish to raise, I will be very happy to discuss them with you.
It has been a great pleasure to talk to you today.
Thank you for listening.
3.3Dealing With Questions
It is up to you whether you invite questions during your presentation or at the end. If you choose the latter, you may wish to go through your final conclusions and recommendations again, after you have dealt with the last question.
It is important to ensure that the audience leaves the presentation with your conclusions and recommendations in mind.

4Within The Presentation - Other Strategies

4.1Highlighting The Structure
There are several factors which we need to consider . . .
On the one hand, we must bear in mind . . . , but on the other hand, we must also look at . . .
Let me briefly point out that / draw your attention to . . .
I'll come back to this later / We shall return to this later.
I shall touch on this a little later.
. . . but to get back to the main question, . . .
4.2Adding A Point
I must add that . . .
We must also remember that . . .
Similarly, . . .
Moreover, . . .
As well as . . .
Indeed, . . .
There are two possibilities: either . . . , or, . . .
Of course, the other point to remember is . . .
Clearly, we must not overlook the importance of . . .
4.3Presenting an Explanation
This is / explains why . . .
It is for this reason that . . .
Because of this, . . . / As a result, . . ./ Consequently, . . .
Since our overheads have increased, I don't see how we can . .
Given their turnover, . . .
So, let’s consider why that might be . . .
4.4Introducing A Point Of View
According to experts / specialists in . . .
In my opinion, it would be better to . . .
If I may express an opinion, I do feel that . . .
Personally, we feel that . . . / I must say that . . .
Our feeling is that we should . . . / It is my belief that . . .
Some of you may have recently read in the press that . . .
Of course, there will always be those who say that . . .
4.5Introducing An Example
Let me give you a few examples, . . .
Let's take the case of a customer who . . .
To illustrate this point, we simply need to . . .
One of the best examples is the case of . . .
4.6Making A Concession
However / Nevertheless, . . .
We must recognise that . . .
. . . but it is true that . . .
. . . but we must admit that it is useful up to a point.
. . . but it would be unfair to criticise.
4.7Stressing A Point
I would like to draw your attention to this point.
I should point out a further advantage . . .
I must stress the importance of . . .
A particularly important / crucial factor is . . .
We must bear in mind the . . .
We must remember / bear in mind that . . .
4.8Referring To Visual Aids / Graphics / Charts
As you will see from the diagram . . .
I’d like you to look at the following figures.
This chart represents . . .
As you will observe from the graph, . . .
By way of explanation, let me show you how this looks.
As you can see, the figures speak for themselves.
It might be helpful, given the complexity of these figures, to look at some tables.

______

Handout P4

Visual Aids

Visual aids are critical to the effectiveness and thus the ultimate success of your presentation. Whether you are using conventional transparencies or a computer projector and ‘PowerPoint’, it is essential that you follow some basic principles. As you become more experienced in using visuals to support your presentation, you will learn various techniques for enhancing the delivery, but even at that point the basic message remains the same:

Keep It Simple!

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