Part of every
manager's time is devoted to the presentation of plans or ideas. In this
chapter we will delve in some detail into how this can be done effectively.
Presentation
Objective
Ralph C. Smedley once said, "A speech without a specific
purpose is like a journey without a destination." The first step in
preparing a presentation is to establish a purpose or an objective. What is to
be accomplished by the presentation? After this has been determined, necessary
steps can be taken to support it, and guidelines established to organize it. If
the presentation is logically organized by subject matter at the start, it will
do much to assure success of the presentation.
A presentation is made
to provide information, give instruction, sell a plan or idea, or accomplish a
combination of these things. Through words and visual aids, a presentation
performs a service to the listener. A carefully worded presentation can
translate facts, trends, or statistics into basic relationships that will
influence policy or actions.
Rudyard Kipling has said
that "Words are the most powerful drug used by mankind." After the
objective of the presentation has been established, the general form of the
presentation must be considered. The message should be communicated in as few
words and using as few visual aids as necessary to present a plan or idea
effectively. A concise, convincing presentation of 10-minutes' duration may
accomplish readily the desired objective - and be more economical
- than one lasting an hour. In other words, the effectiveness of the
presentation depends more upon the soundness of the message than its length,
the presenter's skill in delivery, or the quality of the visual aids. However,
too long a presentation, lack of skill in its delivery, and/or poor visual aids
could spell disaster.
Presentation
Strategy
Once the objective has
been established the next step is planning the presentation strategy. The
answers to some basic questions will help in this process:
(1) What are you
selling?
(2) To whom are you
selling it?
(3) Against what are you
competing?
(4) In what environment
do you expect the message to be received?
What are you selling?
Why are you making the presentation? Take another look at the objective. Are
you selling a plan of action, a need for action, a product, a service, or
support for an idea? Pinpoint the reason for making the presentation. Express
it in as few words as possible. John Witherspoon once said: "Never rise to
speak until you have something to say, and when you have said it, cease."
To whom are you selling
it? If you know your audience, you have some idea of its position on the
subject. A presentation that is highly successful before one audience can be a
failure before another one. The presentation strategy should be attuned to the
audience. Can the people in the audience make a final decision, or must they
take your recommendations to a higher authority? Before the presentation, know
as much as possible about the people in your audience - their thought patterns,
interests, authority, and even their emotional needs. Do they prefer a certain
type of visual aid, a break during the presentation, or coffee service? Is
their time limited? Remember, people in the audience will have different likes
and dislikes. C. W. Spalding, put it this way:
"People differ. Some object to the fan dancer and others to the fan."
Against what are you
competing? When you know the emotional needs of your audience, the message can
be geared to the listener's viewpoint. The benefits to the listener can be
targeted. In making presentations, the most common barriers encountered will
be:
In what environment do
you expect the message to be received? There are a number of questions that
might be raised to determine the environment in which the presentation will be
given. Some of the basic questions are:
There are some other
factors that tend to affect the success of the presentation, namely:
In the final analysis,
the strategy you formulate as a presenter should be based upon a knowledge of
what you are selling, to whom you are selling it, the barriers you will be
encountering, and the atmosphere in which the presentation will be given.
Presentation
Organization
A successful
presentation contains more than good material and the most convincing
arguments. It displays good organization of subject matter. The most forceful
and persuasive presenter may fail to have a plan, idea, or information accepted
by the audience if the message is not organized well.
The introduction and
conclusion cannot be neglected. At the outset, the presentation should gain the
interest of the audience and convey to the listeners what is to be covered.
In the conclusion, the
presenter should review the key points of the presentation and pinpoint the
action to be taken, if any.
The body of the
presentation, located between the introduction and the conclusion, contains the
bulk of the message. It should be presented to the listener in a meaningful
form. An outpouring of plans, ideas, or information without form or
relationship will not hold the attention of any audience very long.
Organization of the
presentation involves fitting the parts into a coherent whole. The method
depends upon the subject matter to be presented and the strategy to be used.
The most familiar form of presentation is probably the
time-sequenced-chronological-approach. The problem-solution pattern is a
logical choice for many "in- house" presentations. When there is a
need to compare alternative solutions to a problem, the comparison- contrast
approach is a good choice.
In an informative
presentation, a cause-effect technique might be used. When the purpose of the
presentation is to clarify or explain the meaning or nature of something, the
definition technique is appropriate. Another form commonly used involves
discussing the "parts" comprising the whole, such as subdivision of
an organization, or subsystem for components of a missile. Related to this
technique is the presentation built around systems, and functions
qualities-sub-systems of an aircraft, functions of units within an
organization. If the material to be used does not fit into one of the commonly
used organizing patterns, the presenter should establish a pattern of his/her
own.
When one has an
outstanding point to make in a presentation, it should be made normally at the
beginning. This has an advantage over "building up" to the main
point. If it "sells" the plan or idea, the balance
of the presentation then involves "nailing down" the plan or idea.
Another reason for leading off with the main point, or points, is that
important listeners could be called away before the presenter is finished. If
they are, they will not miss the main point.
After a plan or an idea
has been sold by citing its major advantage, or advantages the balance of the
presentation should generally be treated as reinforcement of that plan or idea.
The points to be made should be presented in descending order of importance.
Remember, when the main point fails to deliver the message, the lesser points
will not do it! Speaking of ensuring the message comes through clearly, I am
reminded of the 10-year-old explaining the plot of "My Fair Lady" to
her younger sister. She said, "It's about a dirty girl who gets remedial
reading."
A presentation should be
long enough to accomplish the objective. Generally, a presentation of less than
one hour is best. Most audiences don't absorb too many thoughts at a single
sitting. Three or four important points can usually be established firmly. On
some occasions, a half dozen points can be made if they are very closely
related. Supplementary information should be screened from the subject matter
before the presentation is made. Such material can be provided as a hand-out,
if it is deemed important enough to convey to the audience.
At the end of the
presentation, the audience should be left with a memorable impression of what
the presenter said; accordingly, the presenter should recap the main point or
points. If the presenter is expecting some action after the presentation,
he/she should tell the people in the audience what is expected.
A good speaker rehearses
his speeches; he practices what he preaches. After the presentation material
has been assembled and organized, an evaluation should be made. This evaluation
should include consideration of the factual contents as well as the personal
delivery. There is always a possibility that someone in the audience will
assume a "so what?" attitude. It is advisable to have a personally
selected evaluator state what is clear, what is effective, and what should be
reworked or eliminated. Undergoing such an evaluation by a friendly "so whatter" can be likened to seeing a dentist - it is
not a pleasant thing to do because it may reveal some trouble, but it could be
dangerous not to do so.
Someone has said that
want of study, and want of knowing what one is driving at, must bear the blame
of many a long and weary presentation. Hence, a short talk is usually of a
better quality than a long one, and if it is not, it is all the better that it
is short.
Presentation
Delivery
At the outset, the
presenter must establish a rapport with the audience. There must be a flow of
understanding and mutual respect between presenter and audience. At the start,
the presenter should win the kind of attention needed for the rest of the
presentation. His/her walk, posture, facial expressions, hand movements, and
clothing will be observed by the audience. Early in the presentation, the
presenter will be judged, favorable or unfavorably, by the audience. After the
audience decides whether it likes the presenter, it will determine whether it
can give credence to what the presenter has to say. One story goes that after
giving what he considered a stirring, fact-filled campaign speech, the
candidate looked at his audience and confidently asked, "Now, any
questions?"
"Yes," came a
voice from the rear, "Who else is running?"
To be successful -
assuming the message is good - the presenter must be animated, alert, and free
from obvious tensions. A simple, indirect, natural, and relaxed style will gain
audience acceptance, as will use of variety in voice, body movements, and
subject content. The presenter must be intimately acquainted with the principal
points and the sequence in which they are to be given, so rehearsals are a
must. If the presenter wants to "look alive" to the audience, he/she
must know the subject, have an intense belief in the subject, confidence in
his/her ability to communicate, and an eagerness to communicate effectively.
The power of words was
expressed well in a Look magazine editorial several years ago. Speaking of
words, the editorial said, "They sing. They hurt. They teach. They
sanctify. They were mar’s first immeasurable feat of magic. They liberated us
from ignorance and our barbarous past. For without marvelous scribbles which
build letters into words, words into sentences, sentences into systems and
sciences and creeds, man would be forever confined to the self-isolated prison
of the cuttlefish or the chimpanzee."
When words alone fail to
present the message clearly, visual aids become an important part of the
delivery. Visual aids can help to isolate ideas and clarify problems or
relationships. They can also be very helpful when figures are involved or
trends have to be conveyed. In many cases, the audience can grasp a plan, idea,
or situation more quickly than when the message is conveyed verbally without
benefit or aids.
When words will suffice,
visual aids should not be used.
Some Final
Thoughts
The cost of a
presentation should be justified, unless the presentation has been directed by
higher authority and no alternative is possible. If it has not been
specifically directed, the cost of preparing and delivering a presentation must
be weighed against the value of the objective to be accomplished. The cost of
the time required of the listeners also should be considered.
In weighing
alternatives, one might ask, "Can the story be told more economically -
and, possibly, as effectively - by an inter-office/ inter-agency memo, letter,
meeting in the office, or a telephone call? Finally, let's run down the list of
things that you, as a presenter, should remember when you face the audience:
Now, you should be ready
to prepare and make an effective presentation. Best wishes for success in the
next one.
Ken Roys, CEO
BTF Management Consultants Inc
866-385-1900 Toll Free 713-983-7904 Fax
Ken.Roys@btfmanagement.com
www.btfmanagement.com