Writing & Speaking

for BusinessBy William H. Baker

Chapter Ten

Understand Context Understand Context and Audienceand Audience

Deciding on Strategy

Memorized Manuscript

Extemporaneous Impromptu

Deciding on Strategy

Informative Messages

Persuasive Messages

Indirect Indirect OrderOrder

Direct Direct OrderOrder

Aristotle’s Rhetorical StrategiesAristotle’s Rhetorical Strategies

Rank’s Persuasion ModelRank’s Persuasion Model

Essential Conditionsfor Influence (Graber)

1.1. Audience must be open to persuasionAudience must be open to persuasion2.2. Presenter must possess relevant informationPresenter must possess relevant information3.3. Presenter must have good persuasion skillsPresenter must have good persuasion skills4.4. Presenter must have internal capitalPresenter must have internal capital

Human TendenciesHuman Tendencies

1. Avoid negatives2. Seek positives3. Respond to emotions

Creating the Content

Effective Messages

Clear

Valuable

S: Keep it simple

U: Include the unexpected

C: Explain in concrete terms

C: Make credible

E: Arouse human emotion

S: Tell a story

Memorable

Creating the Content

Opening

Rhetorical question

Appropriate humor related to the topic

Attention-getting visual

Short, memorable proverb

Interesting story

Good or bad example

Creating the Content

AgendaTypes

a. Quantify

b. Identify

c. Organize

d. Symbolize

Agenda

Creating the Content

Six Conditions Enhance Content Effectiveness

Audience has prior subject knowledge

Information is interesting to audience

Information is important to audience

Audience needs immediate application

Information creates vivid mental image

Audience takes written notes during presentation

Body

Creating the Content

Provide all the information the reader wants & needs

WhoWho WhatWhat WhenWhen

WhereWhere HowHowWhyWhy

Body

Creating the ContentCreating the Content

• Repeat major points of the presentation.• Revisit opening hook.• Draw conclusions and recommendations.• Give a challenge.• Express hopes or feelings about message

application.• Conduct question-and-answer session.

Closing

Creating Visual Aids

Common Visual Aids

• Slide shows• Handouts• Objects• Posters & flip charts

Delivering the Presentation

• Be KnowledgeableBe Knowledgeable• Be LikableBe Likable• Be GenuineBe Genuine

Nonverbal Messages

Maintain good eye contact; keep your eyes alive and Maintain good eye contact; keep your eyes alive and active; carry on three-second conversations active; carry on three-second conversations throughout the audience.throughout the audience.

Use gestures to augment the content; gesture with Use gestures to augment the content; gesture with hands above the waistline; make gestures match the hands above the waistline; make gestures match the content; drop hands to the side when not gesturing.content; drop hands to the side when not gesturing.

Be well groomed; wear clothing that is comparable to Be well groomed; wear clothing that is comparable to or slightly more formal than that of the audience.or slightly more formal than that of the audience.

Use the floor space effectively; don’t wander Use the floor space effectively; don’t wander aimlessly; don’t rock back and forth.aimlessly; don’t rock back and forth.

Adapt to Changing ConditionsAdapt to Changing Conditions

Question & Answer TimeQuestion & Answer Time

• Make sure everyone has heard Make sure everyone has heard the questionthe question

• Involve everyone in your Involve everyone in your answeranswer

• Answer each question clearly Answer each question clearly and conciselyand concisely

• If you don’t know the answer, If you don’t know the answer, admit it and then provide an admit it and then provide an answer lateranswer later

• As appropriate, use visuals to As appropriate, use visuals to support your answerssupport your answers

Team-Presentation FactorsTeam-Presentation Factors

Rehearsal Attentiveness

Q & A

Transitions

Visuals

Appearance

Introductions