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Chapter 14 LECTURE NOTES
Business Presentations
CHAPTER SYNOPSIS
According to an AT&T and Stanford University study, the No. 1 predictor of success and
upward mobility is how much you enjoy public speaking and how effective you are at it.
Because speaking skills are useful at every career stage, this chapter is devoted to helping
students use speaking skills in making effective oral presentations. Students will learn how to
present as part of a team and in front of live and virtual audiences. Students will also develop
strategies for success before, during, and after presentations. They will also learn techniques for
designing effective visual aids using PowerPoint, Prezi, and SlideRocket presentation software
tools.
LEARNING OBJECTIVES
1. Recognize various types of business presentations, and discuss two important first steps in
preparing for any of these presentations.
WHAT’S NEW IN THIS CHAPTER
• Reorganized the chapter to reduce the number of objectives from eight to six to streamline
the material and improve student comprehension.
• Changed the Zooming In feature to discuss Guy Kawasaki and his celebrated 10/20/30 Rule
of PowerPoint.
• Incorporated six pithy Reality Check quotations to demonstrate the importance of
presentations in the workplace.
Chapter 14 Lecture Notes 191
• Added a new section outlining typical types of business presentations to help readers see the
relevance of this chapter to workplace demands.
• Included a new Career Coach feature offering tips to help students gain and keep audience
attention during presentations.
LECTURE OUTLINE
I. Preparing Effective Oral Presentations (p. 501)
A. Speaking Skills and Your Career
• Speaking skills play an important role in career success and rank high on
recruiters’ wish lists.
PowerPoint slides 1-3
B. Types of Business Presentations
• Briefings – a concise overview or summary of an issue
• Reports – progress reports, status reports, and convention reports
C. Knowing Your Purpose
• Determine whether your goal is to persuade or inform.
• Have a clear idea of what you want your audience to remember.
PowerPoint slide 5
D. Knowing Your Audience
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• Analyze your audience.
• Anticipate the audience’s reactions to your presentation.
• Adapt your presentation as needed.
Figure 14.1 Succeeding With Four Audience Types
PowerPoint slides 6-8
II. Organizing Content for Impact and Audience Rapport (p. 504)
PowerPoint slides 9, 10
A. Capturing Attention in the Introduction
• Capture listeners’ attention and get them involved.
• Identify yourself and establish your credibility.
• Preview your main points.
Figure 14.2 Outlining an Oral Presentation
PowerPoint slides 11-13
B. Organizing the Body
• Chronology
C. Summarizing in the Conclusion
• Summarize the main themes of the presentation.
• Leave the audience with a specific and memorable “take-away.”
• Include a statement that allows you to leave the podium gracefully.
PowerPoint slide 15
III. Building Audience Rapport Like a Pro
Chapter 14 Lecture Notes 193
A. Effective Imagery
• Analogies – a comparison of similar traits between dissimilar items
• Metaphors – a comparison between otherwise dissimilar items without using the
words like or as
• Similes – a comparison that includes the words like or as
B. Verbal Signposts
• Previewing
• Summarizing
• Switching directions
C. Nonverbal Messages
• Look terrific.
• Animate your body.
• Speak extemporaneously.
IV. Planning Visual Aids and Multimedia Presentations (p. 511)
A. Types of Visual Aids
• Two of the most popular visuals for business presentations are multimedia slides
and handouts.
• Zoom presentations, an alternative to multimedia slides, are also growing in
popularity.
Figure 14.4 Pros and Cons of High-Tech and Low-Tech Visual Aid Options
Figure 14.5 Prezi Zoom Presentation
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A. Applying the 3-x-3 Writing Process to Multimedia Presentations
1. Analyze the situation.
Figure 14.7 Revising and Enhancing Slides for Greater Impact
Figure 14.8 Designing More Effective Slides
Figure 14.9 PowerPoint Slides That Summarize
PowerPoint slides 21-26
B. Practicing and Preparing
• Allow plenty of time to set up and test your equipment.
C. Keeping Your Audience Engaged
• Know your material.
• Allow the audience time to absorb the information.
• Leave the lights as bright as you can.
• Use a remote clicker so you can move freely.
• Maintain a connection with the audience by using a laser pointer to highlight slide
items to discuss.
• Don’t leave a slide on the screen when you no longer discuss it.
PowerPoint slide 27
D. Seven Steps to Making a Powerful Multimedia Presentation
1. Start with the text.
Figure 14.10 Seven Steps to a Powerful Multimedia Presentation
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PowerPoint slides 28, 29
VI. Polishing Your Delivery and Following Up (p. 521)
A. Choosing a Delivery Method
• Present extemporaneously (speaking freely without notes).
• Memorize significant parts of your presentation.
B. Combating Stage Fright
PowerPoint slides 32-34
C. Before Your Presentation
• Prepare thoroughly.
• Practice stress reduction.
PowerPoint slide 35, 36
D. During Your Presentation
• Begin with a pause.
• Present your first sentence from memory.
• Maintain eye contact.
PowerPoint slides 37-39
E. After Your Presentation
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• Distribute handouts.
• Encourage questions.
• Repeat questions.
PowerPoint slides 40, 41
VII. Developing Special Presentations: Intercultural, Collaborative, and Slide Decks
(p. 524)
A. Understand Different Values and Nonverbal Behavior
• Anticipate expectations and perceptions that may differ from what you consider
normal.
• Express ideas in small chunks and slow down your presentation for audiences
whose English is limited.
• Break your presentation into short, discrete segments.
• Be aware that nonverbal behavior may be misinterpreted.
B. Adjusting Visual Aids to Intercultural Audiences
• Check the audience’s understanding by asking questions.
• Avoid deviating from the PowerPoint slides.
C. Preparing Collaborative Presentations With Teams
1. Preparing to Work Together
• Establish ground rules.
2. Planning the Document or Presentation
• Record all decisions.
• Establish the purpose and identify the main issues.
• Decide on the format, components, and presentation format.
• Profile the audience and focus on questions audience members will want
answered.
3. Collecting Information
• Double-check facts to be sure they are accurate.
4. Organizing, Writing, and Revising
• Decide on one person to coordinate all parts of the written document or
5. Editing, Rehearsing, and Evaluating
• For written reports, assign one person to examine the entire document for
consistency, format, and vocabulary.
• For oral presentations, assign one person to ensure files are consistent in design,
format, and vocabulary.
• Practice the presentation several times.
• Practice fielding questions.
PowerPoint slides 44-50
D. Using Presentation Software to Present Slide Decks
• Slide decks effectively deliver data, research findings, and proposals to receivers who
Figure 14.11 Using Presentation Software for Slide Decks
IIX. Improving Telephone Skills (p. 530)
A. Making Telephone Calls Professionally
• Plan a mini-agenda.
B. Receiving Telephone Calls Professionally
• Identify yourself immediately.
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C. Using Smartphones for Business
Figure 14.12 Practicing Courteous and Responsible Smartphone and
Cell Phone Use
D. Making the Best Use of Voice Mail
On the Receiver’s End:
• Don’t overuse voice mail.
• Prepare a professional, concise, friendly greeting.
On the Caller’s End:
• Be prepared to leave a message.
Answers to Chapter Review Questions
1. How do speaking skills affect promotions and career success? (Obj. 1)
Excellent communication skills are key to a successful career. The No. 1 predictor of success
2. List and describe five types of presentations a business professional might make. (Obj. 1)
a. Briefing: a concise overview or summary of an issue, proposal, or problem
Chapter 14 Lecture Notes 199
3. Why are analyzing an audience and anticipating its reactions particularly important
before business presentations, and how would you adapt to the four categories of
listeners? (Obj. 1)
By anticipating your audience, you have a better idea of how to organize your presentation.
4. In the introduction of an oral presentation, you can establish your credibility by using
what two methods? (Obj. 2)
Two methods that you can use to establish your credibility in the introduction of an oral
5. What are the three main goals of the conclusion of your presentation? (Obj. 2)
a. Summarize the main themes of the presentation.
6. List six techniques for creating effective imagery in a presentation. Be prepared to
discuss each. (Obj. 2)
a. Analogies
7. List suggestions that would ensure that your nonverbal messages reinforce your
verbal messages effectively. (Obj. 3)
a. Look terrific.
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8. Good visual aids have many purposes. List five of these purposes. (Obj. 3)
Student can include any of the following purposes:
9. Name specific advantages and disadvantages of multimedia presentation software such
as PowerPoint, SlideRocket, and Prezi. (Obj. 3)
Speakers use electronic presentation software because it provides visual aids that are
10. How is the 6-x-6 rule applied in preparing bulleted points in a multimedia slideshow?
(Obj. 3)
The 6-x-6 rule says “Six bullets per screen, max; six words per bullet, max.” This rule helps
11. What delivery method is most effective for speakers? (Obj. 4)
The most effective delivery method is the extemporaneous delivery method.
12. Why should speakers deliver the first sentence from memory? (Obj. 4)
13. How might presentations before intercultural audiences be altered to be most effective?
(Obj. 5)
When presenting to an intercultural audience, you must speak slowly, choose simple
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14. Which five issues should be resolved before a team can collaborate productively?
(Obj. 5)
At the outset, the team should (1) name a leader, (2) establish how it will make decisions,
15. Discuss five tips for using smartphones courteously, safely, and responsibly. (Obj. 6)
Student can discuss any of the following tips:
a. Be courteous to those around you.
Answers to Critical Thinking Questions
1. Communication expert Dianna Booher claims that enthusiasm is infectious and
“boredom is contagious.” What does this mean for you as a presenter? How can you
avoid being a boring speaker? (Obj. 2)
If you want to stay in control during the talk, build credibility, and engage the audience,
2. “Communicate—don’t decorate.” This principle is one of 20 rules that graphic
designer and educator Timothy Samara discusses in his 2007 book Design Elements:
A Graphic Style Manual. How could you apply this principle to the design of your
PowerPoint presentations? (Obj. 3)
Although an image carries more meaning and emotion than text does, this rule suggests that
202 Chapter 14 Lecture Notes
3. How can speakers prevent multimedia presentation software from stealing their
thunder? (Obj. 3)
You can avoid being upstaged by not relying totally on your slides or canvases. Help the
4. Discuss effective techniques for reducing stage fright. (Obj. 5)
a. Breathe deeply.
b. Convert your fear.
5. Ethical Issue: Critics of PowerPoint claim that flashy graphics, sound effects, and
animation often conceal thin content. Consider, for example, the findings regarding
the space shuttle Challenger accident that killed seven astronauts. Report authors
charged that NASA scientists had used PowerPoint presentations to make it look as
though they had done analyses that they hadn’t. Overreliance on presentations
instead of analysis may have contributed to the shuttle disaster. What lessons about
ethical responsibilities when using PowerPoint can be learned from this catastrophe in
communication? (Objs. 1, 2, and 4)
When presenters minimize or ignore altogether the importance of the basics of knowing
their purpose and knowing their audience, they can spend too much time preparing an
Chapter 14 Lecture Notes 203
ZOOMING IN
Guy Kawasaki and the 10/20/30 Rule of Presenting
Critical Thinking
• What kinds of oral presentations might you have to make in your chosen career field?
Would Kawasaki’s 10/20/30 rule work for the presentations you anticipate?
Many students believe they will never have to make presentations. But nearly every job
• Why are most people fearful of making presentations?
Many people are self-conscious about being in the limelight. However, careful preparation is
• How do you think people become effective speakers?
The adage “a picture is worth a thousand words” will resonate with students, who are used to
ZOOMING IN
Your Turn: Applying Your Skills
Students will enjoy reading about Kawasaki as an author and speaker. Some may view his
YouTube videos and witness his engaging manner firsthand. This activity might be done in
larger groups. Groups can present their findings, leading to a discussion about best practices of
presenting.
Ethics Check Solutions
Ethics Check, page 527
The Robot Presenter
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In one of your courses, you are witnessing a PowerPoint presentation, during which it
becomes obvious that the speaker has completely memorized her talk. However, she
stumbles badly a few times, struggling to remember her lines. Worse yet, you perceive her
accent as nearly impenetrable. How should the instructor and the class handle the
evaluation of such a presentation?
This sensitive subject should lead to a lively discussion. Perhaps not surprisingly, nonnative
speaker students struggling with English hate public speaking even more than many U.S.-born
Ethics Check, page 531
Telling White Lies
Obviously, you wouldn’t want to tell callers that your colleague went to the restroom or
that your boss is responding to e-mail from a golf course in Hilo, Hawaii. But what about
people who, for instance, hide behind voice mail and want you to lie about it? When is it
acceptable to tell “white lies” on the phone to maintain confidentiality and decorum, and
when is lying for others wrong?
Answers will vary as students may perceive the exact boundaries of propriety and impropriety
Photo Essay Solutions
Photo Essay, page 519
For Kiva founder Jessica Flannery, delivering inspirational presentations is about speaking
extemporaneously, knowing the topic, and using engaging visuals. Flannery’s powerful delivery
does not consist in rote memorization or over-rehearsed lines, but in sharing Kiva’s social