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. |