Business Communication Chapter 14 Homework Reinforced the coverage of glossophobia, the fear of public speaking or stage fright to impress upon students that even seasoned speakers experience some form of tension when presenting

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Instructor Manual

Guffey/Loewy, Business Communication: Process & Product, 10e, 2022, 9780357129234;

Chapter 14: Business Presentations

Table of Contents

Purpose and Perspective of the Chapter …………………………………………………………………………. 2

Cengage Supplements …………………………………………………………………………………………………… 2

Chapter Objectives ………………………………………………………………………………………………………… 2

Complete List of Chapter Activities and Assessments ……………………………………………………… 3

Key Terms ……………………………………………………………………………………………………………………… 4

What’s New in This Chapter ……………………………………………………………………………………………. 5

Chapter Outline …………………………………………………………………………………………………………….. 5

Discussion Questions …………………………………………………………………………………………………… 16

Additional Activities and Assignments …………………………………………………………………………… 21

Additional Resources ……………………………………………………………………………………………………. 23

Cengage Video Resources ……………………………………………………………………………………………………….. 23

Appendix …………………………………………………………………………………………………………………….. 23

Generic Rubrics ……………………………………………………………………………………………………………………… 23

Standard Writing Rubric ………………………………………………………………………………………………………….. 23

Standard Discussion Rubric ……………………………………………………………………………………………………… 24

Purpose and Perspective of the Chapter

The purpose of this chapter is to explore business presentations and speaking skills. First,

we consider the critical nature of speaking skills, the types of presentations commonly

encountered, and how to create an effective business presentation. Next, we cover how to

Cengage Supplements

The following product-level supplements provide additional information that may help you

in preparing your course. They are available in the Instructor Resource Center.

• Transition Guide (provides information about what’s new from edition to edition)

• Educator’s Guide (describes assets in the platform with a detailed breakdown of

activities by chapter with seat time)

Chapter Objectives

The following objectives are addressed in this chapter:

14-1 Discuss two important first steps in preparing for business presentations.

14-2 Explain how to organize your business presentation and design contemporary

visual aids to build audience rapport.

Complete List of Chapter Activities and Assessments

For additional guidance, refer to the Teaching Online Guide.

Chapter

Objective

PPT

Slide

Activity/Assessment

Duration

Certification Standard

14-1

Writing Improvement

Activity in PPT

60 min

BUSPROG: Communication

DISC: Theory application

14-3

Pair Activity in PPT

50 min

BUSPROG: Communication

DISC: Theory application

14-4

Small Group Discussion

Activity in PPT

45 min

BUSPROG: Reflective

thinking

DISC: Theory application

14-5

Knowledge Check Activity in

PPT

15 min

BUSPROG: Ethics

DISC: Theory application

14-6

Pair Activity in PPT

20 min

BUSPROG: Communication

DISC: Synchronous

messaging

14-1–14-6

Grammar and Mechanics

Quiz in PPT

30 min

BUSPROG: Communication

DISC: Standard English

N/A

Grammar and Mechanics

Pre-Course Diagnostic*

60 min

BUSPROG: Communication

DISC: Standard English

Tutorials*

DISC: Standard English

N/A

Grammar and Mechanics

Check-Up Activities*

N/A

BUSPROG: Communication

DISC: Standard English

Chapters

11–14

N/A

Why Do Reports, Proposals,

and Presentations Matter

to Me? (Unit 04 Reports,

Proposals, and

Presentations)**

14-1–14-6

N/A

Learn It: Chapter 14

Business Presentations

40–50

min

N/A

14-1–14-6

N/A

Assignment: Chapter 14

Business Presentations

20 min

N/A

5 min

N/A

14-1–14-6

N/A

Video Presentation:

Creating a Team

Presentation (Chapter 14

Business Presentations)

15 min

N/A

14-1–14-6

N/A

Practice Quiz: Chapter 14

Business Presentations

25–30

min

N/A

Presentations)***

** This activity appears at the beginning of Unit 4.

*** This activity appears at the end of Unit 4.

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Key Terms

6-x-6 rule: Specifies six bullets per screen and six words per bullet maximum on a

PowerPoint slide.

Extemporaneous: Speaking freely, generally without notes, after preparing and rehearsing

a presentation.

Rapport: A bond created between speaker and audience by a feeling of commonality.

Software as a service (SaaS): A cloud-based software licensing model allowing users to

access software online on demand.

What’s New in This Chapter

The following elements are improvements in this chapter from the previous edition:

• Reinforced the coverage of glossophobia, the fear of public speaking or stage fright

to impress upon students that even seasoned speakers experience some form of

tension when presenting.

• Included new Reality Check quotations by business communication experts that

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Chapter Outline

In the outline below, each element includes references (in parentheses) to related content.

“CH.##” refers to the chapter objective; “PPT Slide #” refers to the slide number in the

I. Creating Effective Business Presentations (14-1, PPT Slides 3–9, DISC: Purpose;

Audience; Receiver reactions)

a. Glossophobia is the fear of public speaking.

d. In order to know your purpose when creating a business presentation, ask

yourself these questions:

i. What do you want to accomplish?

ii. What do you want your listeners to remember or do?

e. In order to know your audience, follow these guidelines:

i. Analyze your audience.

f. There are four audience types (friendly, neutral, uninterested, and hostile),

with varying techniques for succeeding with each. (Figure 14.2)

g. To determine organizational pattern, delivery style, and supporting material,

analyze the following questions:

i. How will this topic appeal to this audience?

h. Writing Improvement Activity: 60 minutes total. Activity 14.2—Audience

Analysis First

Have students complete the activity found at the end of the chapter.

• Be prepared to set your parameters for defining recent issue and

also for limiting or not limiting the resources students can use.

I. Organizing Content and Using Visual Aids to Connect With Audiences (14-2,

PPT Slides 10–21, DISC: Purpose; Audience; Synchronous messaging; Theory

application)

a. To organize content for a presentation, follow these expert-recommended

steps:

i. Tell them what you are going to tell them.

b. Avoid a boring opening and involve listeners from the start by using some of

the same techniques used to open sales letters.

c. A speaker should be sure to establish credibility using these techniques:

i. Describe your position, knowledge, education, or experience.

d. When organizing the body of a presentation, follow these guidelines (Model

Document 14.1):

i. Focus on a few principal ideas.

e. Summarize the main themes of the presentation in the conclusion.

i. Leave the audience with a specific take-away (the value of the

f. Building rapport means establishing a connection with the audience, creating

a harmonious relationship in which people feel they have something in

common.

h. Visual aids have several functions.

i. They increase audience interest.

i. The most common types of visual aids include multimedia slides, handouts,

and Prezi zoom presentations. (Figures 14.4 and 14.5)

j. Presenters should move beyond bullet points by following these guidelines:

i. Create slideshows that tell a story with less text and more images.

(Figure 14.6)

k. Writing Improvement Activity: 60 minutes total. Activity 14.7—Outlining an

Oral Presentation

Have students complete the activity found at the end of the chapter.

• This outline should be the basis for each oral presentation. You

might want to ask students to label each part of their presentation

with the parts represented on the outline.

II. Preparing Engaging Multimedia Presentations (14-3, PPT Slides 22–35,

DISC: Purpose; Audience; Synchronous messaging; Theory application; Rhetorical

considerations; Standard English)

a. The 3-x-3 writing process should also be applied to multimedia

presentations.

i. Phase 1: Analyze, anticipate, and adapt

b. To analyze the situation and purpose, ask how the presentation will be used

and then make design choices based on the situation and purpose.

Business Presentations

d. It’s important to understand the meaning of color when designing

presentations.

i. Blue: credibility, tranquility, conservatism, trust

ii. Green: interaction, growth, money, stability

e. Presenters should understand the power of images in multimedia

presentations. (Figure 14.7)

i. Use the 6-x-6 rule: Six bullets per screen, six words per bullet, max.

f. Add animation only if it helps convey your message or adds interest and

don’t draw attention away from your main points with distracting special

effects.

g. When organizing your presentation, follow these guidelines:

i. Convert major points from your outline into slide titles.

h. When composing your presentation, use these tips:

i. Set a time limit for making slides or canvas visually appealing.

ii. Consider what (a) your audience expects and (b) your content

j. Techniques for revising and proofreading your presentation include the

following (Figure 14.8):

i. Rearrange, insert, and delete slides as you revise.

ii. Focus on making your presentation clear and concise.

k. To evaluate a presentation, ask these questions (Figure 14.9):

i. Is your message presented in a visually appealing way?

l. When preparing and anticipating your multimedia presentation, follow these

tips:

i. Allow plenty of time before your presentation for setup and testing.

ii. Be sure the places you plan to stand are not in the line of the

m. Follow these seven steps for a powerful multimedia presentation

(Figure 14.10):

i. Start with the text.

ii. Select background and fonts.

n. Pair Activity: 50 minutes total. Activity 14.11—Preparing the Perfect Elevator

Pitch

Break class into pairs and have students complete the activity found at the

end of the chapter. You may wish to have a few students volunteer to

present their elevator pitch to the class for additional practice with a larger

audience.

• Were you able to distill your idea into a concise, yet persuasive

elevator speech?

III. Refining Delivery, Rehearsing, and Performing Your Talk (14-4, PPT Slides 36–44,

DISC: Synchronous messaging; Theory application)

a. Memorize only significant parts, such as the introduction, conclusion, and

meaningful quotations, to avoid sounding robotic and unnatural.

e. Use note cards or an outline of key sentences and major ideas, not a script,

and practice with your notes in order to use them while speaking

conversationally.

f. Faced with a frightening situation, your body responds with the fight-flight-

freeze response.

g. Control and reduce performance anxiety effects with these techniques:

i. Breathe deeply.

ii. Convert your fear.

Business Presentations

h. Before your presentation, follow these tips:

i. Prepare thoroughly.

ii. Rehearse repeatedly.

i. During your presentation, use these guidelines:

i. Start with a pause and present your first sentence from memory.

ii. Maintain eye contact.

iii. Control your voice and vocabulary.

j. After your presentation, be sure to follow these guidelines:

i. Distribute handouts.

ii. Encourage questions but keep control.

k. Small Group Discussion Activity: 45 minutes total. Activity 14.5—Speaking

Anxiety Be Banned!

Break class into groups of three to five students and have the small groups

discuss the questions posed on the PPT slide. Groups should collect ideas on

ways to overcome the fears associated with public speaking and be prepared

to share their best ideas with the larger group.

• What scares you the most about making a presentation in front of

your class?