Chapter Overview

At one time or another, almost everyone makes on-the-job presentations. Some are formal and others are informal. Some are directed at audiences within the firm, while others are aimed at external audiences. Even if presentations are not as frequent as other types of communication, they are important: the audience usually includes influential people, and the stakes are frequently high. In addition, the reputation you acquire as a good or bad speaker can affect the success of your career.

Presentations are often superior to written messages in several respects: Presentations generate a quick response, allow the sender to adapt the message to the interests of an audience, and frequently are a more effective means of persuasion.

Your presentation should be based on an analysis of the speaking situation. This analysis consists of three parts. First, analyze the audience: who the listeners are, why they are listening to you, what they know, and what their attitudes are about you and your topic. Second, analyze yourself as a speaker. Consider your purpose for speaking, your knowledge of the subject, and the sincerity you can bring to the topic. Finally, analyze the speaking occasion. Consider the facilities in which you will be speaking, the time of day and length of time you have to speak, and the context in which your remarks will occur.

After analyzing the situation, the next step in planning a presentation is to define your purpose. Is your general goal to inform or persuade? Specifically, you should define whom you want to reach, what you want them to do, how you want them to do it, and when and where it should be done. Your purpose statement should be worded in terms of the desired audience reaction, and it should be specific and attainable.

Along with defining your purpose, an early step in developing a presentation is to define your thesis, phrased as a single-sentence statement of your message. The thesis is the central idea in your message and you will repeat it throughout the presentation, so it is essential that you design it carefully.