factors affecting presentation in business communication

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Business Jargons

A Business Encyclopedia

Presentation

Definition : A presentation is a form of communication in which the speaker conveys information to the audience. In an organization presentations are used in various scenarios like talking to a group, addressing a meeting, demonstrating or introducing a new product, or briefing a team. It involves presenting a particular subject or issue or new ideas/thoughts to a group of people.

It is considered as the most effective form of communication because of two main reasons:

• Use of non-verbal cues.
• Facilitates instant feedback.

Business Presentations are a tool to influence people toward an intended thought or action.

Parts of Presentation

• Introduction : It is meant to make the listeners ready to receive the message and draw their interest. For that, the speaker can narrate some story or a humorous piece of joke, an interesting fact, a question, stating a problem, and so forth. They can also use some surprising statistics.
• Body : It is the essence of the presentation. It requires the sequencing of facts in a logical order. This is the part where the speaker explains the topic and relevant information. It has to be critically arranged, as the audience must be able to grasp what the speaker presents.
• Conclusion : It needs to be short and precise. It should sum up or outline the key points that you have presented. It could also contain what the audience should have gained out of the presentation.

Purpose of Presentation

• To inform : Organizations can use presentations to inform the audience about new schemes, products or proposals. The aim is to inform the new entrant about the policies and procedures of the organization.
• To persuade : Presentations are also given to persuade the audience to take the intended action.
• To build goodwill : They can also help in building a good reputation

Factors Affecting Presentation

Audience Analysis

Communication environment, personal appearance, use of visuals, opening and closing presentation, organization of presentation, language and words, voice quality, body language, answering questions, a word from business jargons.

Presentation is a mode of conveying information to a selected group of people live. An ideal presentation is one that identifies and matches the needs, interests and understanding level of the audience. It also represents the facts, and figures in the form of tables, charts, and graphs and uses multiple colours.

Related terms:

• Verbal Communication
• Visual Communication
• Non-Verbal Communication
• Communication
• 7 C’s of Communication

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Ideas and insights from Harvard Business Publishing Corporate Learning

Powerful and Effective Presentation Skills: More in Demand Now Than Ever

When we talk with our L&D colleagues from around the globe, we often hear that presentation skills training is one of the top opportunities they’re looking to provide their learners. And this holds true whether their learners are individual contributors, people managers, or senior leaders. This is not surprising.

Effective communications skills are a powerful career activator, and most of us are called upon to communicate in some type of formal presentation mode at some point along the way.

For instance, you might be asked to brief management on market research results, walk your team through a new process, lay out the new budget, or explain a new product to a client or prospect. Or you may want to build support for a new idea, bring a new employee into the fold, or even just present your achievements to your manager during your performance review.

And now, with so many employees working from home or in hybrid mode, and business travel in decline, there’s a growing need to find new ways to make effective presentations when the audience may be fully virtual or a combination of in person and remote attendees.

Whether you’re making a standup presentation to a large live audience, or a sit-down one-on-one, whether you’re delivering your presentation face to face or virtually, solid presentation skills matter.

Even the most seasoned and accomplished presenters may need to fine-tune or update their skills. Expectations have changed over the last decade or so. Yesterday’s PowerPoint which primarily relied on bulleted points, broken up by the occasional clip-art image, won’t cut it with today’s audience.

The digital revolution has revolutionized the way people want to receive information. People expect presentations that are more visually interesting. They expect to see data, metrics that support assertions. And now, with so many previously in-person meetings occurring virtually, there’s an entirely new level of technical preparedness required.

The leadership development tools and the individual learning opportunities you’re providing should include presentation skills training that covers both the evergreen fundamentals and the up-to-date capabilities that can make or break a presentation.

So, just what should be included in solid presentation skills training? Here’s what I think.

The fundamentals will always apply When it comes to making a powerful and effective presentation, the fundamentals will always apply. You need to understand your objective. Is it strictly to convey information, so that your audience’s knowledge is increased? Is it to persuade your audience to take some action? Is it to convince people to support your idea? Once you understand what your objective is, you need to define your central message. There may be a lot of things you want to share with your audience during your presentation, but find – and stick with – the core, the most important point you want them to walk away with. And make sure that your message is clear and compelling.

You also need to tailor your presentation to your audience. Who are they and what might they be expecting? Say you’re giving a product pitch to a client. A technical team may be interested in a lot of nitty-gritty product detail. The business side will no doubt be more interested in what returns they can expect on their investment.

Another consideration is the setting: is this a formal presentation to a large audience with questions reserved for the end, or a presentation in a smaller setting where there’s the possibility for conversation throughout? Is your presentation virtual or in-person? To be delivered individually or as a group? What time of the day will you be speaking? Will there be others speaking before you and might that impact how your message will be received?

Once these fundamentals are established, you’re in building mode. What are the specific points you want to share that will help you best meet your objective and get across your core message? Now figure out how to convey those points in the clearest, most straightforward, and succinct way. This doesn’t mean that your presentation has to be a series of clipped bullet points. No one wants to sit through a presentation in which the presenter reads through what’s on the slide. You can get your points across using stories, fact, diagrams, videos, props, and other types of media.

Visual design matters While you don’t want to clutter up your presentation with too many visual elements that don’t serve your objective and can be distracting, using a variety of visual formats to convey your core message will make your presentation more memorable than slides filled with text. A couple of tips: avoid images that are cliched and overdone. Be careful not to mix up too many different types of images. If you’re using photos, stick with photos. If you’re using drawn images, keep the style consistent. When data are presented, stay consistent with colors and fonts from one type of chart to the next. Keep things clear and simple, using data to support key points without overwhelming your audience with too much information. And don’t assume that your audience is composed of statisticians (unless, of course, it is).

When presenting qualitative data, brief videos provide a way to engage your audience and create emotional connection and impact. Word clouds are another way to get qualitative data across.

Practice makes perfect You’ve pulled together a perfect presentation. But it likely won’t be perfect unless it’s well delivered. So don’t forget to practice your presentation ahead of time. Pro tip: record yourself as you practice out loud. This will force you to think through what you’re going to say for each element of your presentation. And watching your recording will help you identify your mistakes—such as fidgeting, using too many fillers (such as “umm,” or “like”), or speaking too fast.

A key element of your preparation should involve anticipating any technical difficulties. If you’ve embedded videos, make sure they work. If you’re presenting virtually, make sure that the lighting is good, and that your speaker and camera are working. Whether presenting in person or virtually, get there early enough to work out any technical glitches before your presentation is scheduled to begin. Few things are a bigger audience turn-off than sitting there watching the presenter struggle with the delivery mechanisms!

Finally, be kind to yourself. Despite thorough preparation and practice, sometimes, things go wrong, and you need to recover in the moment, adapt, and carry on. It’s unlikely that you’ll have caused any lasting damage and the important thing is to learn from your experience, so your next presentation is stronger.

How are you providing presentation skills training for your learners?

Manika Gandhi is Senior Learning Design Manager at Harvard Business Publishing Corporate Learning. Email her at [email protected] .

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Chapter 18: Business Presentations

Venecia Williams and Olds College

Learning Objectives

• Understand how to use effective interpersonal communication skills in professional presentations
• Learn how to organize a presentation
• Examine how to use visual aids effectively
• Discuss the effective integration of communication and presentation techniques in the delivery of professional presentations

Along with good writing skills, the ability to communicate verbally is vital to many employers today. It is an integral part of the modern business world. People in the workplace spend the majority of their time communicating. Verbal communication in the workplace takes many forms such as staff meetings, discussions, speeches, presentations, informal conversations, and telephone and video conferences. Communicating verbally is more personal and flexible than writing. It allows workers to exchange ideas, information, and feedback more quickly. Verbal communication tends to occur in person, making it easier to negotiate, express emotions, outline expectations, and build trust, all of which are important in today’s workplace. Communication can also occur between people who are not together in person. In these situations, unique skills are necessary to achieve success. Simple conversation skills are also valued in the workplace, but this does not mean using casual or informal language. Rather, what is prized by many employers is the ability to communicate important information professionally but in a meaningful and understandable way. This can be important when making spontaneous presentations as well as more elaborate formal group presentations, which are a part of many work roles today.

What Makes a Successful Speaker?

According to longtime Toastmasters member Bob Kienzle, there are a few key elements that tend to make a successful speaker:

• Voice : Can the person be easily understood?
• Body Language : Does their body support what they’re saying? Are they confident?
• Coherent Structure: Does what they’re presenting make sense? Is it logical?
• Enthusiasm : Do they care about what they’re presenting?
• Expertise: Do they know what they’re talking about? Are they credible?
• Practice : If they haven’t practised or sufficiently prepared, it will likely show up in one or more of the above.

A successful speaker can be inspired by other speeches or speakers but may fall flat if they try to copy someone else. Authenticity and passion can resonate so much with an audience that it can outweigh elements otherwise considered pitfalls. The techniques, tools, and best practices are a guideline, and it’s important to note there is no such thing as “perfection” in public speaking. “Failure” can happen in myriad ways, but it’s more helpful to see them as learning opportunities, or opportunities to make a stronger connection to your audience. The biggest failure, according to Kienzle, is to pass up opportunities to practise your skills in presenting or public speaking.

Preparing a Presentation

Develop your message while keeping in mind the format, audience, style , and tone . First, you’ll need to think about the format of your presentation. This is a choice between presentation types. In your professional life, you’ll encounter the verbal communication channels in Figure 18.1. The purpose column labels each channel with a purpose (I=Inform, P=Persuade, or E=Entertain) depending on that channel’s most likely purpose.

Figure 18.1 | Presentation Communication Channels

There are some other considerations to make when you are selecting a format. For example, the number of speakers may influence the format you choose. Panels and Presentations may have more than one speaker. In Meetings and Teleconferences, multiple people will converse. In a Workshop setting, one person will usually lead the event, but there is often a high-level of collaboration between participants. The location of participants will also influence your decision. For example, if participants cannot all be in the same room, you might choose a teleconference or webinar. If asynchronous delivery is important, you might record a podcast. When choosing a technology-reliant channel, such as a teleconference or webinar, be sure to test your equipment and make sure each participant has access to any materials they need before you begin.

Once you have chosen a format, make sure your message is right for your audience. You’ll need to think about issues such as the following:

• What expectations will the audience have?
• What is the context of your communication?
• What does the audience already know about the topic?
• How is the audience likely to react to you and your message?

Next, you’ll consider the style of your presentation. Analyze your specific presentation styles. Perhaps you prefer to present formally, limiting your interaction with the audience, or perhaps you prefer a more conversational, informal style, where discussion is a key element. You may prefer to cover serious subjects, or perhaps you enjoy delivering humorous speeches. Style is all about your personality!

Finally, you’ll select a tone for your presentation. Your voice, body language, level of self-confidence, dress, and use of space all contribute to the mood that your message takes on. Consider how you want your audience to feel when they leave your presentation and approach it with that mood in mind.

Presentation Purpose

Your presentation will have a general and specific purpose. Your general purpose may be to inform, persuade, or entertain. It’s likely that any speech you develop will have a combination of these goals. Most presentations have a little bit of entertainment value, even if they are primarily attempting to inform or persuade. For example, the speaker might begin with a joke or dramatic opening, even though their speech is primarily informational. Your specific purpose addresses what you are going to inform, persuade, or entertain your audience with the main topic of your speech.

Incorporating Backchannels

Technology has given speakers new ways to engage with an audience in real-time, and these can be particularly useful when it isn’t practical for the audience to share their thoughts verbally—for example, when the audience is very large, or when they are not all in the same location. These secondary or additional means of interacting with your audience are called backchannels, and you might decide to incorporate one into your presentation, depending on your aims. They can be helpful for engaging more introverted members of the audience who may not be comfortable speaking out verbally in a large group. Using publicly accessible social networks, such as a Facebook Page or Twitter feed, can also help to spread your message to a wider audience, as audience members share posts related to your speech with their networks. Because of this, backchannels are often incorporated into conferences; they are helpful in marketing the conference and its speakers both during and after the event.

Developing the Content

As with any type of messaging, it helps if you create an outline of your speech or presentation before you create it fully. This ensures that each element is in the right place and gives you a place to start to avoid the dreaded blank page. Figure 18.2 is an outline template that you can adapt for your purpose. Replace the placeholders in the Content column with your ideas or points.

Figure `18.2 | Presentation Outline

Introduction

The beginning of your speech needs an attention-grabber to get your audience interested right away. Choose your attention-grabbing device based on what works best for your topic. Your entire introduction should only be around 10 to 15 percent of your total speech, so be sure to keep this section short. Here are some devices that you could try:

After the attention-getter comes the rest of your introduction. It needs to do the following:

• Capture the audience’s interest
• State the purpose of your speech
• Establish credibility
• Give the audience a reason to listen
• Signpost the main ideas

Once you have identified an attention-getting, it is time to develop the body of your presentation or speech. In your body, you will focus on the specific points you would like to communicate to your audience.

Rhetoric and Argument:  Your audience will think to themselves, Why should I listen to this speech? What’s in it for me? One of the best things you can do as a speaker is to answer these questions early in your body, if you haven’t already done so in your introduction. This will serve to gain their support early and will fill in the blanks of who, what, when, where, why, and how in their minds.

Organization: An organized body helps your audience to follow your speech and recall your points later. When developing the body of your speech, recall the specific purpose you decided on, then choose main points to support it. Just two or three main points are usually sufficient, depending on the length of your speech. Anticipate one main point per two to three minutes of speaking.

Concluding on a High Note

You’ll need to keep your energy up until the very end of your speech. In your conclusion, your job is to let the audience know you are finished, help them remember what you’ve told them, and leave them with a final thought or call-to-action, depending on the general purpose of your message.

Presentation Aids

Presentations can be enhanced by the effective use of visual aids. These include handouts, overhead transparencies, drawings on the whiteboard, PowerPoint slides, and many other types of props. Once you have chosen a topic, consider how you are going to show your audience what you are talking about. Visuals can provide a reference, illustration, or image to help the audience to understand and remember your point.

Visual aids accomplish several goals:

• Make your speech more interesting
• Enhance your credibility as a speaker
• Guide transitions, helping the audience stay on track
• Communicate complex information in a short time
• Reinforce your message
• Encourage retention

Methods and Materials

There are many different presentation aids available. Before you decide on a presentation aid, think carefully about how you plan on using it and how it will enhance your presentation.

Using Visual Aids

Visual aids can be a powerful tool when used effectively but can run the risk of dominating your presentation. Consider your audience and how the portrayal of images, text, graphic, animated sequences, or sound files will contribute or detract from your presentation. Here are some tips to keep in mind as you prepare yours.

Designing Slide Decks

When you design your slide decks, you might be overwhelmed by the possibilities, and you might be tempted to use all the bells, whistles, and sounds, not to mention the flying, and animated graphics. If used wisely, a simple transition can be effective, but if used indiscriminately, it can annoy the audience to the point where they cringe in anticipation of the sound effect at the start of each slide.

Stick to one main idea per slide. The presentation is for the audience’s benefit, not yours. Pictures and images can be understood more quickly and easily than text, so you can use this to your advantage as you present.

If you develop a slide deck for your presentation, test these out in the location beforehand, not just on your own computer screen, as different computers and software versions can make your slides look different than you expected. Allow time for revision based on what you learn.

Your visual aids should meet the following criteria:

• Big: legible for everyone, even the back row
• Clear: easy for audience to understand
• Simple: simplify concepts rather than complicating them
• Consistent: use the same visual style throughout

In Figure 18.3 the slide deck on the left has a colour combination which makes the information difficult to understand. The list is not parallel and the slide contains a grammatical error. The slide deck on the right is an improved and more professional version.

Another consideration that you’ll need to make when designing your slide decks is font. As previously mentioned, think about the people at the back of the room when choosing the size of your text, to make sure it can be read by everyone. A common mistake that presenters make is to use decorative fonts or to incorporate many different fonts in their slides. This not only creates a mixed message for the audience but also makes your message difficult to read. Choose legible, common fonts that do not have thin elements that may be difficult to see.

When considering your choice of colours to use, legibility must be your priority. Contrast can help the audience read your key terms more easily. Make sure the background colour and the images you plan to use complement each other. Repeat colours, from your graphics to your text, to help unify each slide. To reduce visual noise, try not to use more than two or three colours. Blue-green colour blindness, and red-green colour blindness are fairly common, so avoid using these colour combinations if it is important for the audience to differentiate between them. If you are using a pie chart, for example, avoid putting a blue segment next to a green one. Use labelling so that even if someone is colour blind, they will be able to tell the relative sizes of the pie segments and what they signify.

Colour is also a matter of culture. Some colours may be perceived as formal or informal, or masculine or feminine. Certain colours have understood meanings; for example, red is usually associated with danger, while green signals “go.” Make sure the colours you use align with your message. If you are discussing climate change or the natural world, for example, you’d be more likely to use blues and greens rather than metallic colours to avoid confusing the audience.

Once you have prepared your visual aid, do not forget to revise. There is nothing more uncomfortable than seeing a typo or grammatical error on your screen in the middle of your presentation. These errors can create a bad impression and affect your credibility with the audience. You want your audience to focus on your message so be sure to revise to maintain the audience’s attention and keep your credibility.

Preparing to Present

You are almost ready to deliver your presentation. What are some final elements you can focus on to ensure a smooth delivery?

To deliver your presentation to the best of your ability, and to reduce your nerves once you take the stage, you need to practise by rehearsing. As you do, try to identify the weaknesses in your delivery to improve on them. For example, do you often misspeak the same words (e.g., pacific for specific; ax for ask) or do your hands or feet fidget? Use your practice time to focus on correcting these issues. These sessions should help you get comfortable and help you remember what you want to say without having to constantly refer to notes. Try practising in front of a mirror, or even recording yourself speaking to a camera and playing it back. It’s also helpful to get feedback from a supportive audience at this stage. Perhaps a few family members or friends could watch you give your presentation and provide some feedback.

Dress for Success

While there are no definitive guidelines for how you should dress for your presentation, your appearance is an important part of your audience’s first impression. If you want them to take you seriously, you’ll need to look the part. While you don’t have to wear a suit each time you present, there are some scenarios where this would be expected; for example, if you are presenting to a corporate audience who wear suits to work, you should do the same. You should dress one step above your audience. If your audience is going to be dressed casually in shorts and jeans, then wear nice casual clothing such as a pair of pressed slacks and a collared shirt or blouse. If your audience is going to be wearing business casual attire, then you should wear a dress or a suit. The general rule is to avoid any distractions in your appearance that can distract your audience’s attention from your message.

Set Up Your Environment

Depending on the circumstances of your speech or presentation, you may have some choices to make about the environment. Perhaps you have a choice of meeting rooms that you can use, or, perhaps you have only one option. If you have some flexibility, it is helpful to think about what sort of environment would best help you get your message across. For example, if you are running a workshop, you might want to assemble participants in a circle to encourage collaboration and discussion. If you are holding a webinar, you’ll need a quiet location with a strong Internet connection and a computer system. It is imperative that you think about what facilities you need well before the day of your presentation arrives. Arriving to find that the equipment you expected isn’t available is not a nice surprise for even the most experienced speaker!

If you have access to the location beforehand, you may need to move tables or chairs around to get things just the way you want them. You might choose to have a podium brought in, if you are aiming for a formal feel, for example, or you may need to position your flip chart. Double-check that you have all the equipment you need, from whiteboard markers to speakers. It is far better if you can get comfortable with the room before your audience arrives, as this will make you feel more prepared and less nervous.

If you are using technology to support your presentation (i.e., PowerPoint slides or a projector), test everything before you begin. Do a microphone check and test its volume, view your slides on the computer you will be using, check any weblinks, play videos to test their sound, or make a call to test the phone connection prior to your teleconference. Your audience will get restless quickly if they arrive and are expected to wait while you fix a technical problem. This will also make you seem disorganized and hurt your credibility as an authoritative speaker.

During the Presentation

You’ve organized your presentation with great visuals and you are ready to present. You now have to deliver your presentation. How do you effectively deliver your presentation calmly and clearly?

Managing Anxiety

Studies have been done to assess how nervous or stressful people typically get during presentations, by examining people’s physiological responses at three intervals: one minute before the presentation, the first minute of the speech, and the last minute of the speech. They discovered that nervousness usually peaked at the anticipation stage that occurs one minute before the presentation. They further found that as the speech progresses, nervousness tends to go down. Here are some things you can do to help you manage your anxiety before the presentation:

• Practice/rehearse in similar conditions/setting as your speech
• Be organized
• Think positively
• Analyze your audience
• Adapt your language to speaking style

During the presentation, there are four main areas where you can focus attention in order to manage your anxiety:

• Your body’s reaction
• Attention to the audience
• Keeping a sense of humour
• Common stress management techniques

Your Body’s Reaction

Physical movement helps to channel some of the excess energy that your body produces in response to anxiety. If at all possible, move around the front of the room rather than remaining behind the lectern or gripping it for dear life (avoid pacing nervously from side to side, however). Move closer to the audience and then stop for a moment. If you are afraid that moving away from the lectern will reveal your shaking hands, use note cards rather than a sheet of paper for your outline. Note cards do not quiver like paper, and they provide you with something to do with your hands. Other options include vocal warm-ups right before your speech, having water (preferably in a non-spillable bottle with a spout) nearby for dry mouth, and doing a few stretches before going on stage. Deep breathing will help to counteract the effects of excess adrenaline. You can place cues or symbols in your notes, such as “slow down” or “smile”, that remind you to pause and breathe during points in your speech. It is also a good idea to pause a moment before you get started to set an appropriate pace from the onset. Look at your audience and smile. It is a reflex for some of your audience members to smile back. Those smiles will reassure you that your audience members are friendly.

Attention to the Audience

During your speech, make a point of establishing direct eye contact with your audience members. By looking at individuals, you establish a series of one-to-one contacts similar to interpersonal communication. An audience becomes much less threatening when you think of them not as an anonymous mass but as a collection of individuals.

Keeping a Sense of Humour

No matter how well we plan, unexpected things happen. That fact is what makes the public speaking situation so interesting. If things go wrong, try to have a sense of humour and stay calm. The audience will respond better if you stay calm than if you get upset or have a breakdown.

Stress Management Techniques

Even when we use positive thinking and are well prepared, some of us still feel a great deal of anxiety about public speaking. When that is the case, it can be more helpful to use stress management than to try to make the anxiety go away. Here are two main tools that can help:

• Visualization: imagining the details of what a successful speech would look and sound like from beginning to end; a way of hypnotizing yourself into positive thinking by using your mind’s eye to make success real.
• Systematic desensitization: Gradual exposure to the thing that causes fear—in this case, giving a speech—can ultimately lead to decreased anxiety. Basically, the more practice you get speaking in front of people, the less fear and anxiety you’ll have about public speaking. Organizations like Toastmasters that help people confront their fears by providing a supportive environment to learn and practise is a good option if you have a true phobia around presenting or public speaking.

Focus on Verbal Communication Techniques

• Pitch : Use pitch inflections to make your delivery more interesting and emphatic. If you don’t change pitch at all, your delivery will be monotone, which gets boring for the audience very quickly.
• Volume : Adjust the volume of your voice to your environment and audience. If you’re in a large auditorium, speak up so that people in the back row can hear you. But if you’re in a small room with only a few people, you don’t want to alarm them by shouting!
• Emphasis : Stress certain words in your speech to add emphasis to them, that is, to indicate that they are particularly important.
• Pronunciation : Make sure that you know the appropriate pronunciation of the words you choose. If you mispronounce a word, it could hurt your credibility or confuse your audience. Your pronunciation is also influenced by your accent. If your accent is quite different from the accent you expect most members of your audience to have, practise your speech in front of someone with the same accent that your audience members will have, to ensure you are pronouncing words in a clear, understandable way.
• Fillers : Avoid the use of “fillers” as placeholders for actual words (like, er, um, uh, etc.). If you have a habit of using fillers, practise your speech thoroughly so that you remember what you want to say. This way, you are less likely to lose your place and let a filler word slip out.
• Rate : The pace that you speak at will influence how well the audience can understand you. Many people speak quickly when they are nervous. If this is a habit of yours, practice will help you here, too. Pause for breath naturally during your speech. Your speaking rate should be appropriate for your topic. A rapid, lively rate communicates enthusiasm, urgency, or humour. A slower, moderated rate conveys respect and seriousness.

Focus on Non-verbal Communication Techniques

• Gestures : You can use your hands or head to help you express an idea or meaning, or reinforce important points, but they can be distracting if overused. If the audience is busy watching your hands fly around, they will not be able to concentrate on your words.
• Facial Expression : Rehearse your speech in front of a mirror to see what facial expressions come across. If you are speaking about an upbeat topic, smile! Conversely, if your topic is serious or solemn, avoid facial expressions that are overtly cheerful, because the audience will be confused by the mixed message. In North American culture, the most important facial expression you can use is eye contact. Briefly catch the eye of audience members as you move through your speech. If you can’t look your audience members in the eye, they may view you as untrustworthy. You’ll want to avoid holding eye contact for too long with any one person, as too much can be unnerving.
• Posture : Try to stay conscious of your posture and stand up straight. This gives the audience the perception that you are authoritative and take your position seriously. If you are slouching, hunched over, or leaning on something, this gives the impression that you are anxious, lacking in credibility, or not serious about your message.
• Silence : Silence is a powerful technique if used well. Pauses are useful for emphasis and dramatic effect when you are speaking. Some speakers are reluctant to pause or use silence because they become uncomfortable with the dead air, but sometimes your audience needs a moment to process information and respond to you.
• Movement : You can use your body movements to communicate positively with the audience. Leaning in or moving closer to the audience helps to bridge the space of separation. Moving from one side of the room to the other in a purposeful way that supports your content is a useful way to keep your audience engaged; their eyes will track your movements. However, pacing rapidly with no purpose and no support to your message may quickly distract from your message.

Coping with Mistakes and Surprises

Even the most prepared speaker will encounter unexpected challenges from time to time. Here are a few strategies for combating the unexpected in your own presentations.

Speech Content Issues

What if a notecard goes missing or you skip important information from the beginning of your speech? Pause for a moment to think about what to do. Is it important to include the missing information, or can it be omitted without hindering the audience’s ability to understand your speech? If it needs to be included, does the information fit better now or in a later segment? If you can move on without the missing element, that is often the best choice, but pausing for a few seconds to decide will be less distracting to the audience than sputtering through a few “ums” and “uhs.” Situations like these demonstrate why it’s a good idea to have a glass of water with you when you speak. Pausing for a moment to take a sip of water is a perfectly natural movement, so the audience may not even notice that anything is amiss.

Technical Difficulties

Technology has become a very useful aid in public speaking, allowing us to use audio or video clips, presentation software, or direct links to websites. But it does break down occasionally! Web servers go offline, files will not download, or media contents are incompatible with the computer in the presentation room. Always have a backup plan in case of technical difficulties. As you develop your speech and visual aids, think through what you will do if you cannot show a particular graph or if your presentation slides are garbled. Your beautifully prepared chart may be superior to the verbal description you can provide. However, your ability to provide a succinct verbal description when technology fails will give your audience the information they need and keep your speech moving forward.

External Distractions

Unfortunately, one thing that you can’t control during your speech is audience etiquette, but you can decide how to react to it. Inevitably, an audience member will walk in late, a cell phone will ring, or a car alarm will go off outside. If you are interrupted by external events like these, it is often useful and sometimes necessary to pause and wait so that you can regain the audience’s attention. Whatever the event, maintain your composure. Do not get upset or angry about these glitches. If you keep your cool and quickly implement a “plan B” for moving forward, your audience will be impressed.

Reading Your Audience

Recognizing your audience’s mood by observing their body language can help you adjust your message and see who agrees with you, who doesn’t, and who is still deciding. With this information, you can direct your attention—including eye contact and questions—to the areas of the room where they can have the most impact. As the speaker, you are conscious that you are being observed. But your audience members probably don’t think of themselves as being observed, so their body language will be easy to read.

Handling Q&A

Question-and-answer sessions can be trickier to manage than the presentation itself. You can prepare for and rehearse the presentation, but audience members could ask a question you hadn’t considered or don’t know how to answer. There are three important elements to think about when incorporating Q&As as part of your presentation:

1. Audience Expectations

At the beginning of your speech, give the audience a little bit of information about who you are and what your expertise on the subject is. Once they know what you do (and what you know), it will be easier for the audience to align their questions with your area of expertise—and for you to bow out of answering questions that are outside of your area.

2. Timing of Q&As

Questions are easier to manage when you are expecting them. Unless you are part of a panel, meeting, or teleconference, it is probably easier to let the audience know that you will take questions at the end of your presentation. This way you can avoid interruptions to your speech that can distract you and cause you to lose time. If audience members interrupt during your talk, you can then ask them politely to hold on to their questions until the Q&A session at the end.

3. Knowing How to Respond

Never pretend that you know the answer to a question if you don’t. The audience will pick up on it! Instead, calmly apologize and say that the question is outside of the scope of your knowledge but that you’d be happy to find out after the presentation (or, suggest some resources where the person could find out for themselves). If you are uncertain about how to answer a question, say something like “That’s really interesting. Could you elaborate on that?” This will make the audience member feel good because they have asked an interesting question, and it will give you a moment to comprehend what they are asking. Sometimes presenters rush to answer a question because they are nervous or want to impress. Pause for a moment, before you begin your answer, to think about what you want to say. This will help you to avoid misinterpreting the question or taking offense to a question that is not intended that way.

A final tip is to be cautious about how you answer so that you don’t offend your audience. You are presenting on a topic because you are knowledgeable about it, but your audience is not. It is important not to make the audience feel inferior because there are things that they don’t know. Avoid comments such as “Oh, yes, it’s really easy to do that…” Instead, say something like “Yes, that can be tricky. I would recommend…” Also, avoid a bossy tone. For example, phrase your response with “What I find helpful is…” rather than “What you should do is…”

Good presentation skills are important to successfully communicate ideas in business. Make sure your presentation has a clear topic with relevant supporting details. Use verbal and non-verbal communication techniques to make your presentation engaging, and don’t forget to practice!

End of Chapter Activities

18a. thinking about the content.

What are your key takeaways from this chapter? What is something you have learned or something you would like to add from your experience?

18b. Discussion Questions

Discussion Questions

• How can a speaker prepare a presentation for a diverse audience? Explain and give some specific examples.
• How can an audience’s prior knowledge affect a presentation?
• Think of someone you have met but do not know very well. What kinds of conversations have you had with this person? How might you expect your conversations to change if you have more opportunities to get better acquainted? Discuss your thoughts with a classmate.
• While managing a Q&A session following a presentation, if you find yourself unable to answer a question posed by one of the audience members which tactics can you use to maintain control of the session?

18c. Applying chapter concepts to a situation

Presenting for success

Akhil works at a software development company in White Rock called Blackball Technologies. It is a medium-sized company that allows its employees to dress casually and occasionally work from home. Akhil likes this because his preference is to wear t-shirts and jeans to the office or work from home in his pyjamas.

Blackball recently created a new software program that has the potential to make a huge profit. However, they need investors to fund their latest innovation. The new software was developed using one of Akhil’s ideas; therefore, the company chooses him to present their proposal to a diverse group of investors from several countries.

Some of the investors are not fluent in English as it is their second language. Additionally, they each have a busy day ahead as they have to listen to proposals from multiple companies. Akhil fears that the investors will not understand him. He is also nervous about the presentation due to its significance to his career. If he is successful, he will get the promotion that he has wanted for the past two years and a pay raise.

What are some of the things that Akhil should consider when presenting to the investors? 

18d. Writing Activity

Watch this video from TED.com on The Secret Structure of Great Talks . Summarize the video. What is the most interesting point made by Nancy Duarte in your opinion?

Attribution

Content attribution.

This chapter contains information from Professional Communications OER by the Olds College OER Development Team used under a CC-BY 4.0 international license.

This chapter contains information from Business Communication for Success  which is adapted from a work produced and distributed under a Creative Commons license (CC BY-NC-SA) in 2010 by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the  University of Minnesota Libraries Publishing  through the  eLearning Support Initiative .

Media Attribution

Presentation icon made by Freepik from www.flaticon.com .

Whiteboard icon made by Phatplus from www.flaticon.com .

Handout icon made by Freepik from www.flaticon.com .

Demonstration icon made by Ultimatearm from www.flaticon.com .

Chapter 18: Business Presentations Copyright © 2020 by Venecia Williams and Olds College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What Are Effective Presentation Skills (and How to Improve Them)

Presentation skills are essential for your personal and professional life. Learn about effective presentations and how to boost your presenting techniques.

At least seven out of 10 Americans agree that presentation skills are essential for a successful career [ 1 ]. Although it might be tempting to think that these are skills reserved for people interested in public speaking roles, they're critical in a diverse range of jobs. For example, you might need to brief your supervisor on research results.

Presentation skills are also essential in other scenarios, including working with a team and explaining your thought process, walking clients through project ideas and timelines, and highlighting your strengths and achievements to your manager during performance reviews.

Whatever the scenario, you have very little time to capture your audience’s attention and get your point across when presenting information—about three seconds, according to research [ 2 ]. Effective presentation skills help you get your point across and connect with the people you’re communicating with, which is why nearly every employer requires them.

Understanding what presentation skills are is only half the battle. Honing your presenting techniques is essential for mastering presentations of all kinds and in all settings.

What are presentation skills?

Presentation skills are the abilities and qualities necessary for creating and delivering a compelling presentation that effectively communicates information and ideas. They encompass what you say, how you structure it, and the materials you include to support what you say, such as slides, videos, or images.

You'll make presentations at various times in your life. Examples include:

Making speeches at a wedding, conference, or another event

Making a toast at a dinner or event

Explaining projects to a team 

Delivering results and findings to management teams

Teaching people specific methods or information

Proposing a vote at community group meetings

Pitching a new idea or business to potential partners or investors

Why are presentation skills important? 

Delivering effective presentations is critical in your professional and personal life. You’ll need to hone your presentation skills in various areas, such as when giving a speech, convincing your partner to make a substantial purchase, and talking to friends and family about an important situation.

No matter if you’re using them in a personal or professional setting, these are the skills that make it easier and more effective to convey your ideas, convince or persuade others, and experience success. A few of the benefits that often accompany improving your presentation skills include:

Enriched written and verbal communication skills

Enhanced confidence and self-image

Boosted critical thinking and problem-solving capabilities

Better motivational techniques

Increased leadership skills

Expanded time management, negotiation, and creativity

The better your presenting techniques, the more engaging your presentations will be. You could also have greater opportunities to make positive impacts in business and other areas of your life.

Effective presentation skills

Imagine yourself in the audience at a TED Talk or sitting with your coworkers at a big meeting held by your employer. What would you be looking for in how they deliver their message? What would make you feel engaged?

These are a few questions to ask yourself as you review this list of some of the most effective presentation skills.

Verbal communication

How you use language and deliver messages play essential roles in how your audience will receive your presentation. Speak clearly and confidently, projecting your voice enough to ensure everyone can hear. Think before you speak, pausing when necessary and tailoring the way you talk to resonate with your particular audience.

Body language

Body language combines various critical elements, including posture, gestures, eye contact, expressions, and position in front of the audience. Body language is one of the elements that can instantly transform a presentation that would otherwise be dull into one that's dynamic and interesting.

Voice projection

The ability to project your voice improves your presentation by allowing your audience to hear what you're saying. It also increases your confidence to help settle any lingering nerves while also making your message more engaging. To project your voice, stand comfortably with your shoulders back. Take deep breaths to power your speaking voice and ensure you enunciate every syllable you speak.

How you present yourself plays a role in your body language and ability to project your voice. It also sets the tone for the presentation. Avoid slouching or looking overly tense. Instead, remain open, upright, and adaptable while taking the formality of the occasion into account.

Storytelling

Incorporating storytelling into a presentation is an effective strategy used by many powerful public speakers. It has the power to bring your subject to life and pique the audience’s curiosity. Don’t be afraid to tell a personal story, slowly building up suspense or adding a dramatic moment. And, of course, be sure to end with a positive takeaway to drive your point home.

Active listening

Active listening is a valuable skill all on its own. When you understand and thoughtfully respond to what you hear—whether it's in a conversation or during a presentation—you’ll likely deepen your personal relationships and actively engage audiences during a presentation. As part of your presentation skill set, it helps catch and maintain the audience’s attention, helping them remain focused while minimizing passive response, ensuring the message is delivered correctly, and encouraging a call to action.

Stage presence

During a presentation, projecting confidence can help keep your audience engaged. Stage presence can help you connect with your audience and encourage them to want to watch you. To improve your presence, try amping up your normal demeanor by infusing it with a bit of enthusiasm. Project confidence and keep your information interesting.

Watch your audience as you’re presenting. If you’re holding their attention, it likely means you’re connecting well with them.

Self-awareness

Monitoring your own emotions and reactions will allow you to react well in various situations. It helps you remain personable throughout your presentation and handle feedback well. Self-awareness can help soothe nervousness during presentations, allowing you to perform more effectively.

Writing skills

Writing is a form of presentation. Sharp writing skills can help you master your presentation’s outline to ensure you stay on message and remain clear about your objectives from the beginning until the end. It’s also helpful to have strong writing abilities for creating compelling slides and other visual aids.

Understanding an audience

When you understand your audience's needs and interests, you can design your presentation around them. In turn, you'll deliver maximum value to them and enhance your ability to make your message easy to understand.

Learn more about presentation skills from industry experts at SAP:

How to improve presentation skills

There’s an art to public speaking. Just like any other type of art, this is one that requires practice. Improving your presentation skills will help reduce miscommunications, enhance your time management capabilities, and boost your leadership skills. Here are some ways you can improve these skills:

Work on self-confidence.

When you’re confident, you naturally speak more clearly and with more authority. Taking the time to prepare your presentation with a strong opening and compelling visual aids can help you feel more confident. Other ways to improve your self-confidence include practicing positive self-talk, surrounding yourself with positive people, and avoiding comparing yourself (or your presentation) to others.

Develop strategies for overcoming fear.

Many people are nervous or fearful before giving a presentation. A bad memory of a past performance or insufficient self-confidence can contribute to fear and anxiety. Having a few go-to strategies like deep breathing, practicing your presentation, and grounding can help you transform that fear into extra energy to put into your stage presence.

Learn grounding techniques.

Grounding is any type of technique that helps you steer your focus away from distressing thoughts and keeps you connected with your present self. To ground yourself, stand with your feet shoulder-width apart and imagine you’re a large, mature tree with roots extending deep into the earth—like the tree, you can become unshakable.

Learn how to use presentation tools.

Visual aids and other technical support can transform an otherwise good presentation into a wow-worthy one. A few popular presentation tools include:

Canva: Provides easy-to-design templates you can customize

Powtoon: Animation software that makes video creation fast and easy

PowerPoint: Microsoft's iconic program popular for dynamic marketing and sales presentations

Practice breathing techniques.

Breathing techniques can help quell anxiety, making it easier to shake off pre-presentation jitters and nerves. It also helps relax your muscles and get more oxygen to your brain.  For some pre-presentation calmness, you can take deep breaths, slowly inhaling through your nose and exhaling through your mouth.

While presenting, breathe in through your mouth with the back of your tongue relaxed so your audience doesn't hear a gasping sound. Speak on your exhalation, maintaining a smooth voice.

Gain experience.

The more you practice, the better you’ll become. The more you doanything, the more comfortable you’ll feel engaging in that activity. Presentations are no different. Repeatedly practicing your own presentation also offers the opportunity to get feedback from other people and tweak your style and content as needed.

Tips to help you ace your presentation

Your presentation isn’t about you; it’s about the material you’re presenting. Sometimes, reminding yourself of this ahead of taking center stage can help take you out of your head, allowing you to connect effectively with your audience. The following are some of the many actions you can take on the day of your presentation.

Arrive early.

Since you may have a bit of presentation-related anxiety, it’s important to avoid adding travel stress. Give yourself an abundance of time to arrive at your destination, and take into account heavy traffic and other unforeseen events. By arriving early, you also give yourself time to meet with any on-site technicians, test your equipment, and connect with people ahead of the presentation.

Become familiar with the layout of the room.

Arriving early also gives you time to assess the room and figure out where you want to stand. Experiment with the acoustics to determine how loudly you need to project your voice, and test your equipment to make sure everything connects and appears properly with the available setup. This is an excellent opportunity to work out any last-minute concerns and move around to familiarize yourself with the setting for improved stage presence.

Listen to presenters ahead of you.

When you watch others present, you'll get a feel for the room's acoustics and lighting. You can also listen for any data that’s relevant to your presentation and revisit it during your presentation—this can make the presentation more interactive and engaging.

Use note cards.

Writing yourself a script could provide you with more comfort. To prevent sounding too robotic or disengaged, only include talking points in your note cards in case you get off track. Using note cards can help keep your presentation organized while sounding more authentic to your audience.

Learn to deliver clear and confident presentations with Dynamic Public Speaking from the University of Washington. Build confidence, develop new delivery techniques, and practice strategies for crafting compelling presentations for different purposes, occasions, and audiences.

Article sources

Forbes. “ New Survey: 70% Say Presentation Skills are Critical for Career Success , https://www.forbes.com/sites/carminegallo/2014/09/25/new-survey-70-percent-say-presentation-skills-critical-for-career-success/?sh=619f3ff78890.” Accessed December 7, 2022.

Beautiful.ai. “ 15 Presentation and Public Speaking Stats You Need to Know , https://www.beautiful.ai/blog/15-presentation-and-public-speaking-stats-you-need-to-know. Accessed December 7, 2022.

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10.5 Overcoming Obstacles in Your Presentation

Learning objective.

• Overcome common obstacles in public speaking.

We have examined steps to help you investigate and build an effective speech, and discussed some myths, and realities, associated with public speaking. In order to prepare you for success, let’s revisit some obstacles you’ll want to avoid in order to make your content as accessible to your audience as possible. To build on what we covered, let’s examine three key barriers to an effective speech: language, perception, and ethnocentrism. As a speaker, you will need to make an effort to consider each one and how you will create a bridge, rather than contribute to a barrier, with your audience.

Language serves both to bring us together and to help us reinforce our group status. Language can include established languages, like Spanish or French; dialects; or even subtle in-group language styles within a larger language context. Have you ever been part of a group that has its own words or phrases, expressions that have meanings understood only by the members of your group? It is not unusual for families, groups of close friends, classmates, and romantic couples to develop these kinds of “private language.” When a group communicates in its own way, it can create a sense of belonging, reinforcing your membership and place in that group.

People often tell each other stories, which often communicate a value or meaning in the culture. Perhaps you have heard the saying, “The early bird gets the worm,” with its underlying meaning that the one who is prepared and ready gets the reward. In North America, this saying is common, and reflects a cultural value about promptness and competition. Diverse cultures have diverse sayings that reflect differences in values, customs, and traditions

Judy Pearson, Paul Nelson, and Joseph DeVito describe two key areas of language that serve to bring us together, but because they involve a specialized knowledge unique to the group or community, they can create barriers to outsiders. These are often called co-languages , because they exist and interact with a dominant language but are nonetheless distinct from it. Jargon is an occupation-specific language used by people in a given profession. Think of the way medical caregivers speak to one another, frequently using abbreviations for procedures and medications. Slang is the use of existing or newly invented words to take the place of standard or traditional words with the intent of adding an unconventional, nonstandard, humorous, or rebellious effect. Think of how the words “cool,” “glitzy,” or “scam” are used in casual conversation. In addition to language-based barriers, there are also several factors, many of which we have visited in previous chapters, which can act as barriers to effective intercultural communication.

Nature of Perception

Perception is an important part of the communication process, and it is important to recognize that other people’s perceptions may be different from our own in several ways.

Your cultural value system , what you value and pay attention to, will significantly affect your speech and how your listeners perceive it. North American culture places an emphasis on space, with an “appropriate” distance while shaking hands, for example. If a North American travels to France, Spain, or Chile, he or she will find that a much smaller sense of personal space is the norm, and may receive a kiss on the cheek as a greeting from a new acquaintance. If the North American is uncomfortable, the person from France may not attribute his or her discomfort to personal space, and they may have a miscommunication. Learning about other cultures can help you adapt your speech in diverse settings, and make you more comfortable as you enter new situations where others’ perceptions are different from your own.

Role identities , which involve expected social behavior, are another aspect of intercultural communication that can act as a barrier to effective communication. How does your culture expect men and women to act and behave? How about children, or elders, and older citizens? The word “role” implies an expectation of how one is supposed to act in certain settings and scenes; just like in a play or a movie, each person has a culturally bound set of role expectations. Who works as a doctor, a lawyer, a nurse, or a welder? As times and cultures change, so do role identities. Business management was once perceived as a profession dominated by men, but in recent decades women have become actively involved in starting, developing, and facilitating the growth of businesses. As a speaker, your role will necessarily involve preparation and practice, and to a degree an element of leadership as you present your content and guide your audience through it. Your audience also has a role, which involves active listening and displays of interest. Your overlapping roles of interest in the topic are keys to an effective speech.

Goals reflect what we value and are willing to work for and vary widely across cultures. In some cultures, an afternoon lunch is the main meal of the day, a time with the family, which is followed by a siesta or resting period. In the United States and northern Europe, people often have a quick lunch or even a “working lunch,” with the emphasis on continuing productivity and the goal of personal and organizational achievement. The differences in values, such as family time versus work time, establish themselves in how we lead our lives. To a European who is accustomed to a full month of vacation each year, the thought of someone from the United States spending a few intense, three-day power weekends hiking, skiing, or sailing might seem stressful. To a goal-oriented North American, the power weekend may be just the rejuvenation required to get “back in the game.” Time, and limits on it, will be an important goal in your speech.

Figure 10.3

In our diverse world, awareness of difference in values is key to success.

Wikimedia Commons – public domain.

Geert Hofstede has spent decades researching the concepts of individualism versus collectivism across diverse cultures. He characterized U.S. culture as strongly individualistic: people perceive things primarily from their own viewpoint, see themselves as individuals capable of making his or her own decisions, and feel responsible for their actions and solving their own problems (Hofstede, G., 1982). He also found many countries in Asia and South America to be much more collectivistic, focusing on the needs of the family, community, or larger group. In this context, cultural background can become a barrier to an effective speech if your fail to consider your audience and their needs.

In addition, there are other cultural dimensions that influence how we relate to the world that impact our intercultural communication. Carley Dodd discusses the degree to which cultures communicate rules explicitly or implicitly (Dodd, C., 1998). In an explicit context, the rules are discussed before we hold a meeting, negotiate a contract, or even play a game. In the United States, we want to make sure everyone knows the rules beforehand and get frustrated if people do not follow the rules. In the Middle East and Latin America, the rules are generally understood by everyone, and people from these cultures tend to be more accommodating to small differences and are less concerned about whether or not everyone plays by the same rules. Our ability to adapt to contexts that are explicit or implicit is related to our ability to tolerate uncertainty (Hofstede G., 1982).

In the United States, we often look to guiding principles rather than rules for every circumstance, and believe that with hard work, we can achieve our goals even though we do not know the outcome. In Peru, Chile, and Argentina, however, people prefer to reduce ambiguity and uncertainty, and like to know exactly what is expected and what the probable outcome will be (Samovar, L., Porter, R., and Stefani, L., 1998).

Table 10.2 Cultural Dimensions

When we consider whether a culture as a whole places more emphasis on the individual or the community, we must be careful to recognize that individual members of the culture may hold beliefs or customs that do not follow a cultural norm. Stereotypes , defined as generalizations about a group of people that oversimplify their culture (Rogers, E., and Steinfatt, T., 1999), can be one significant barrier to effective intercultural communication. Gordon Allport, a pioneer in the field of communication research, examined how and when we formulate or use stereotypes to characterize distinct groups or communities. He found that we tend to stereotype people and cultures with which we have little contact (Allport, G., 1958).

In addition, your first-hand experience will provide you with an increased understanding of prejudice. Prejudice involves a negative preconceived judgment or opinion that guides conduct or social behavior. Within the United States, can you make a list of people or groups that may be treated with prejudice by the majority group? Your list may include specific ethnic, racial, or cultural groups that are stereotyped in the media, but it could also include socioeconomic groups or even different regions of the United States. For example, Native Americans were long treated with prejudice in early Western films. Can you imagine, in other countries they may also treat groups with prejudice? In many parts of South America, indigenous people are treated poorly and their rights as citizens are sometimes not respected. Has treatment of Native Americans changed in North America? It has also changed, and continues to change in North and South America.

People who treat other with prejudice often make judgments about the group or communities. As Allport illustrated for us, we often assume characteristics about groups with which we have little contact. By extension, we can sometimes assume similarity that people are all basically similar, in effect denying cultural, racial, or ethnic differences. We sometimes describe the United States as a “melting pot,” where individual and cultural differences blend to become a homogeneous culture. This “melting pot” often denies cultural differences. The metaphor of a “salad bowl,” where communities and cultures retain their distinctive characteristics or “flavor,” serves as more equitable model. In this “salad bowl,” we value the differences and what they contribute to the whole.

We can also run the risk of assuming familiarity with cultures when we attribute characteristics of one group to everyone who has connections to the larger culture. For example, people may assume that we are familiar with all Native Americans if we know one tribe in our community, forgetting the distinct differences that exist between tribes and even between individual Native Americans who live either in urban areas or on reservations.

Ethnocentrism

Finally, your experience may help you to not view the world and its diversity of cultures in an ethnocentric way. Ethnocentrism means you go beyond pride in your culture, heritage or background and hold the “conviction that (you) know more and are better than those of different cultures” (Seiler, W., and Beall, M., 2000). This belief in the superiority of one’s own group can guide individual and group behavior. If you visit a new country where people do things differently, you would be considered ethnocentric if you viewed their way as wrong because it is not the same way you were taught. Groups are considered ethnocentric if they prejudge individuals or other groups of people based on negative preconceptions.

Key Takeaway

For a successful oral presentation, do your best to avoid obstacles to understanding, such as language expressions (i.e., unknown to other listeners), cultural perceptions, and ethnocentrism.

• Consider the vocabulary that you and your classmates generally use in casual conversations. Are there slang expressions that you often use? Is there a jargon related to your career or major field of study? Make a list of slang and jargon words that you might want to use in a speech. Now, consider whether you can substitute standard English words that will be better understood by all your listeners, remembering that in a business context it is often best to avoid slang and jargon.
• Pretend you were going to invite someone from a completely different culture to come home with you for a break or holiday. Make a list of ideas, words, or places you would want to share with them to gain insight of you, your family, or your community.
• How can a speaker prepare a speech for a diverse audience? Explain and give some specific examples. Discuss your thoughts with a classmate.
• Observe someone presenting a speech. Given the discussion in this chapter, what elements of their speech could you use in your speech? What elements would you not want to use? Why? Compare with a classmate.

Allport, G. (1958). The nature of prejudice . New York, NY: Doubleday.

DeVito, J. (1986). The communication handbook: A dictionary . New York, NY: Harper & Row.

Dodd, C. (1998). Dynamics of intercultural communication (5th ed.). New York, NY: Harper & Row.

Hofstede, G. (1982). Culture’s consequences (2nd ed.). Newbury Park, CA: Sage.

Pearson, J., & Nelson, P. (2000). An introduction to human communication: Understanding and sharing . Boston, MA: McGraw-Hill.

Rogers, E., & Steinfatt, T. (1999). Intercultural communication . Prospect Heights, IL: Waveland Press.

Samovar, L., Porter, R., & Stefani, L. (1998). Communication between cultures (3rd ed.). Belmont, CA: Wadsworth.

Seiler, W., & Beall, M. (2000). Communication: Making connections (4th ed.). Boston, MA: Allyn & Bacon.

Business Communication for Success Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Chapter 12: Developing Presentations

Joseph Williams

Chapter Learning Objectives

• Identify the different methods of presentation delivery.
• Identify key elements in preparing to deliver a presentation.
• Utilize specific techniques to enhance speech delivery.
• Demonstrate how to methodically plan a presentation.

12.1: Introduction and Methods of Presentation Delivery

12.2: from start to finish: an example of planning a professional presentation, 12.3: choosing and refining your topic.

• 12.4: Analyze your Audience

12.5: Creating the Draft

12.6: developing a meaningful introduction, 12.7: developing a meaningful conclusion, 12.8: developing a meaningful slideshow, 12.9: contemplating delivery particulars, 12.1.1: impromptu speaking.

• 12.1.2: Manuscript Preparations

12.1.3: Extemporaneous Presentations

12.1.4: memorized speaking.

Whether you have a marketing presentation coming up for a potential client or a scientific presentation to give to your expert colleagues, you want to be certain your presentation is built on a sound foundation of current concerns and trends your audience will want you to address. As you read this chapter, consider what you might do to win and/or inform a client or supervisor based on your presentation development.

This chapter will help you consider how to organize presentation information and develop a winning strategy for a surefire professional presentation. While knowledge and research on your topic are key to an effective presentation, do not underestimate the importance of organization.

Organization in any presentation is helpful both to you and to your audience. They will appreciate receiving the information presented in an organized way, and being well organized will make the presentation much less stressful for you.

A successful presentation involves flexibility and organization. You know your material. You are prepared and follow an outline. You do not read a script or PowerPoint presentation, you do not memorize every single word in order (though you may memorize some parts), but you also do not make it up as you go along. Your presentation is scripted in the sense that it is completely planned from start to finish, yet every word is not explicitly planned, allowing for some spontaneity and adaptation to the audience’s needs in the moment.

Your organization plan will serve you and your audience as a guide. Your plan will also help you present a more effective speech. Just as there is no substitute for practice and preparation, there is no substitute for organization and an outline when you need it the most: on stage.

Delivery is your unique interaction between you and your audience, and delivery is what you are probably most concerned about when giving presentations. This chapter is designed to help you give the best delivery possible and eliminate some of the nervousness you might be feeling. To do that, you should first dismiss the myth that public speaking is just reading and talking at the same time. Speaking in public has more formality than talking. During a speech, you should present yourself professionally. This policy doesn’t necessarily mean you must wear a suit or “dress up,” but it does mean making yourself presentable by being well-groomed and wearing clean, appropriate clothes. It also means being prepared to use language correctly and appropriately for the audience and the topic, to make eye contact with your audience, and to look like you know your topic very well. Lastly, HAVE FUN with your presentation. Looking like you care about the subject matter, you’re comfortable with speaking in general, and you’re comfortable with your audience all make a difference in terms of audience perception.

While speaking has more formality than talking, it has less formality than reading. Speaking allows for flexibility, meaningful pauses, eye contact, small changes in word order, and vocal emphasis. Reading is a more or less exact replication of words on paper without the use of any non-verbal interpretation. Speaking, as you will realize if you think about excellent speakers you have seen and heard, should provide a more animated message.

Different speaking occasions call for different delivery methods. According to Engineering professor and author Michael Alley (2013), there are four methods of delivery that can help you balance between too much and too little formality when giving a presentation.

Impromptu speaking is the presentation of a short message without advance preparation. You have probably done impromptu speaking many times in informal, conversational settings. Self-introductions in group settings are examples of impromptu speaking: “Hi, my name is Steve, and I’m an account manager.” Another example of impromptu presenting occurs when you answer a question such as “What did you think of the report?” Your response has not been preplanned, and you are constructing your arguments and points as you speak. Even worse, you might find yourself going into a meeting and your boss says, “I want you to talk about the last stage of the project…” and you have no warning.

The advantage of this kind of speaking is that it’s spontaneous and responsive in an animated group context. The disadvantage is that the speaker is given little or no time to contemplate the central theme of their message. As a result, the message may be disorganized and difficult for listeners to follow.

Here is a step-by-step guide that may be useful if you are called upon to give an impromptu presentation in public:

• Take a moment to collect your thoughts and plan the main point you want to make.
• Thank the person for inviting you to speak. Avoid making comments about being unprepared, being called upon at the last moment, being put on the spot, or feeling uneasy.
• Deliver your message, making your main point as briefly as you can while still covering it adequately and at a pace your listeners can follow.
• If you can use a structure, use numbers if possible: “Two main reasons . . .” or “Three parts of our plan. . .” or “Two side effects of this drug. . .” Timeline structures are also effective, such as “past, present, and future,” or geographical structures like “East Coast, Midwest, and West Coast.”
• Thank the person again for the opportunity to speak.
• Stop talking (it is easy to “ramble on” when you don’t have something prepared). If in front of an audience, don’t keep talking as you move back to your seat.
• Smile, even if you’re not feeling like it. A smile shows the audience that you’re in control.

Impromptu presentations are generally most successful when they are brief and focus on a single point.

12.1.2: Manuscript Presentations

Manuscript presentations are the word-for-word iteration of a written message. The speaker maintains their attention on the printed page in a manuscript presentation except when using visual aids. The advantage of reading from a manuscript is the exact repetition of original words. In some circumstances, this repetition can be critical. For example, reading a statement about your organization’s legal responsibilities to customers may require that the original words be exact.

A manuscript presentation may be appropriate at a more formal affair (like a report to shareholders). Your presentation must be said exactly as written in order to convey the proper emotion or decorum the situation deserves.

However, there are costs involved in manuscript presentations. First, it’s typically an uninteresting way to present. Unless the presenter has rehearsed the reading as a complete performance animated with vocal expression and gestures, the presentation tends to be dull. Keeping one’s eyes glued to the script prevents eye contact with the audience. For this kind of “straight” manuscript presentation to hold the audience’s attention, the audience must be already interested in the message and presenter before the delivery begins.

Extemporaneous presentations are carefully planned and rehearsed, delivered in a conversational manner using brief notes that feature “punch” words. Using notes with punch words rather than a full manuscript allows the extemporaneous presenter to establish and maintain eye contact with the audience and assess how well they understand the presentation as it progresses. Without all the words on the page to read, you have little choice but to look up and make eye contact with your audience.

Presenting extemporaneously has some advantages. It promotes the likelihood that you, the speaker, will be perceived as knowledgeable and credible since you know the speech well enough that you don’t need to read it. In addition, your audience is likely to pay better attention to the message because it engages both verbally and nonverbally, such as through eye contact. It also allows flexibility; you are working from the strong foundation of an outline, but if you need to delete, add, or rephrase something at the last minute or adapt to your audience, you can do so.

The disadvantage of extemporaneous presentations is that in some cases it does not allow for the verbal and nonverbal preparation that are almost always required for a good speech.

Adequate preparation cannot be achieved the day before you’re scheduled to present, so be aware that if you want to present a credibly delivered speech, you will need to practice many times. Because extemporaneous presenting is the style used in the great majority of professional presentation situations, most of the information in the subsequent sections of this chapter is targeted toward this kind of speaking.

Memorized speaking recites a written message that the speaker has committed to memory. Actors, of course, recite from memory whenever they perform from a script in a stage play, television program, or movie scene. When it comes to speeches, memorization can be useful when the message needs to be exact and the speaker doesn’t want to be confined by notes.

The advantage of memorization is that it enables the speaker to maintain eye contact with the audience throughout the speech. Being free of notes means moving freely around the stage and using your hands to make gestures. If your speech uses visual aids, this freedom is even more of an advantage. However, there are some real and potential costs.

First, unless you also plan and memorize every vocal cue (the subtle but meaningful variations in speech delivery, which can include the use of pitch, tone, volume, and pace), gesture, and facial expression, your presentation will be flat and uninteresting, and even the most fascinating topic will suffer. Second, if you lose your place and start trying to ad lib, the contrast in your delivery style may alert your audience that something is wrong. More frighteningly, it will be quite difficult to find your place and keep going if you completely blank out during the presentation. Obviously, memorizing a typical seven-minute presentation takes a great deal of time and effort, and if you aren’t used to memorizing, it is challenging to pull off. Realistically, you probably will not have the time to give a completely memorized speech. However, if you practice adequately, your approach will still feel like you are being extemporaneous.

Congratulations! You have been asked or selected to speak on a topic. Here’s one presenter’s method for creating a professional presentation.

• Use a brain drain or mapping to list the concepts under your main topic. The brain drain serves as a “wish list” that you can discuss in a perfect world where there is enough time.
• Analyze your audience. Who are they? Are they experts, non-experts, or both?
• What does your presentation intend to do: inform, persuade, or both?
• How much time do you have? Do you need to leave room for questions? Create a skeletal outline that features a basic order of your presentation subtopics. Consider placing a number of minutes beside each concept so that you have a rough estimate of how long each subtopic will take you. Remember to leave room for a few minutes of introduction and conclusion!
• Now it’s time to research. What do you need to say about each subtopic? Does your subject matter require primary research, secondary research, or both? Are there special thinkers, professionals, or heavy-hitters that you want to include in some of your subtopics?
• Create a rough draft of your presentation content. You can choose from a chronological pattern, spatial pattern, topical pattern, cause-effect pattern, or problem-solution pattern. Practice your presentation and note the time of each of your sections, whether this includes complete sentences or punch words. Does everything fit where you want it? Is there a natural flow of ideas from one topic to another? If not, feel free to shift content until you get a sense of a natural flow of ideas. Is there any content that does not appear to be inviting to demographic sections of your audience? This is the place for you to objectively remove and replace any content that may be viewed as objectionable or othering.
• Now it’s time to develop your final presentation content. As often as possible, replace complete sentences with punch words so that you rely more on your memory and expertise (as well as your prowess!) on the subject rather than reading your notes. If there is complex material, never fear: Write those full sentences down!
• Choose a slideshow format that you feel comfortable with, such as Google slides, PowerPoint, or Prezi. Adjust your content so that less is more—audiences should listen to your presentation and watch you rather than read long content on your slides.
• Practice until you get the balance right. Then approach friends, colleagues, and family members to try out your material on them. Do they offer recommendations? Consider their advice, but ultimately, you’re the boss of your own show.

Let’s break it down.

First, think about what your audience will already know about your topic. Conversely, think about what your audience does NOT know about your topic to keep your presentation streamlined and concise. Finally, what information do your audiences need to know in order to be properly informed and/or persuaded?

Write a specific purpose statement, which will be the foundation for everything you say in the speech and a guide for what you do not say. This formula, borrowed from Simon, Grimes, and Roch (2018), will help you in putting together your specific purpose statement:

To _______________ [Specific Communication Word (inform, explain, demonstrate, describe, define, persuade, convince, prove, argue)] my [Target Audience (my classmates, the members of the Social Work Club, my coworkers)] __________________ [The Content (how to bake brownies, that Macs are better than PCs)].

Example: The purpose of my presentation is to demonstrate for my coworkers the value of informed intercultural communication.

12.4: Analyze Your Audience

Who will be listening to your presentation? Ask yourself the following questions:

• Will audience members be experts in the subject matter, non-experts, or both? What kind of information must be tailored so that experts AND non-experts can follow along?
• What methods do you intend to use to persuade, inform, or both?
• Will a significant portion of your audience be speakers of English as a second language? If so, avoid overuse of humor, metaphors, two-word verbs (such as shut up, shut in, shut out, shut down), and use of slang.
• What kind of action do you want your audience members to take? What will be your methods to win them over?
• Will audience members be objective, indifferent, or hostile about the subject matter? All of the above? Consider what “moves” you want to make to placate those who are not already onboard with your presentation material so that it will further convince them to take action.

12.5.1: Using Examples and Scenarios

12.5.2: a word about storytelling.

To be successful in your presentation, you’ll need two outlines: a preparation outline and a speaking outline. Preparation outlines are comprehensive outlines that include all of the information in your presentation. A presentation outline will consist of the content of what the audience will see and hear.

Eventually, you will move away from this outline as you develop your materials and practice your presentation. Your speaking outline will contain notes to guide you and is usually not shared with your audience. It will summarize the complete preparation outline down to more usable notes. You should create a set of abbreviated notes for the actual delivery. Your organizational model will help determine how you will structure your preparation outline. However, most, if not all, of the organization models will align with this structure:

• Attention statement : An engaging or interesting statement that will cause your audience to sit up and take notice.
• Introduction : Setting out your general idea statement (LINK) and giving the audience an idea of what to expect.
• Body : This section contains your research, main points, and other relevant information. It will follow your organizational pattern.
• Conclusion : Reiterating your idea statement, and/or includes a call to action—what you want the audience to do or think about following your presentation.
• Residual message : This is an optional section but a powerful one. It is the final message you want the audience to remember.

You can use your presentation outline as a starting point to developing your speaking outline. It’s a good idea to make speaking notes to align with each section’s main points and visuals.

Presenters will often use examples and scenarios to help illustrate their message. The main difference between examples and scenarios is that while both help show the audience what you mean, an example is the thing itself; in contrast, a scenario would include more detail about the sequence or development of events. Scenarios also tend to be longer and more nuanced. An example of a sales target might be: to sell 500 units in 30 days. A scenario might be described as: Company A is selling vacuums to the Atlantic Canada region. They are trying to increase their sales and so have set a target of 500 units in the region in 30 days, using a sales incentive program for employees, and promoting a sale at local stores.

According to Simon, Grimes, and Roch (2018), storytelling can be an effective way to convey your message to your audience. Stories are a fundamental part of the human experience, and if they are well told, they can resonate effectively with listeners. Some of the most inspiring speakers of TED Talks use storytelling effectively in their presentations. You can find out more about how to incorporate storytelling techniques into presentations from the TED Talk speakers directly.

By now you have identified your main points, chosen your organizational pattern, and written your outline, and you are now ready to begin putting your presentation together. But how will you connect your main points together in a relevant manner so that your presentation appears fluid?

Transitions are segues: words, phrases, or visual devices that help the audience follow the speaker’s ideas, connect the main points to each other, and see the relationships you’ve created in the information you are presenting. Transitions are used by the speaker to guide the audience in the progression from one significant concept or point to the next issue. They can also show the relationship between the main point and the support the speaker uses to illustrate, provide examples for, or reference outside sources. Depending on your purpose, transitions can serve different roles as you help create the glue that will connect your points together in a way the audience can easily follow.

Internal summaries: a type of connective transition that emphasizes what has come before and reminds the audience of what has been covered. Examples include: as I have said; as we have seen; as mentioned earlier; in any event; in other words; in short; on the whole; therefore; to summarize; as a result; as I’ve noted previously; in conclusion.  

Internal previews: a type of connective that emphasizes what is coming up next in the speech and what to expect with regard to the content. Examples include: if we look ahead to….; next we’ll examine; now we can focus our attention on; first we’ll look at; then we’ll examine.

Signposts: a type of connective transition that emphasizes physical movement through the speech content and lets the audience know exactly where the speaker is: stop and consider; we can now address; next I’d like to explain; turning from/to; another; this reminds me of; I would like to emphasize.

Time: focuses on the chronological aspects of your speech order. Use of time is particularly useful in a speech utilizing a story, as this transition can illustrate for the audience progression of time: before; earlier; immediately; in the meantime; in the past; lately; later; meanwhile; now; presently; shortly; simultaneously; since; so far; as long as; as soon as; at last; at length; at that time; then; until; afterward.

Compare/contrast: draws a parallel or distinction between two ideas, concepts, or examples. It can indicate a common or divergent area between points for the audience: in the same way; by the same token; equally; similarly; just as we have seen; in the same vein.

Cause and effect or result: illustrates a relationship between two ideas, concepts, or examples and may focus on the outcome or result. It can illustrate a relationship between points for the audience: as a result; because; consequently; for this purpose; accordingly; so; then; therefore; thereupon; thus; to this end; for this reason; as a result; because; therefore; consequently.

Examples: illustrates a connection between a point and an example or examples. You may find visual aids work well with this type of transition: in fact; as we can see; after all; even; for example; for instance; of course; specifically; such as; in the following example; to illustrate my point.

Place: refers to a location, often in a spatially organized speech, of one point of emphasis to another. Again, visual aids work well when discussing physical location with an audience: opposite to; there; to the left; above; below; elsewhere; farther on; beyond; nearby; next to.

Clarification:  restates or further develops a main idea or point. It can also serve as a signal to a key point: to clarify; in other words; to put in another way; this means.

Concession: indicates knowledge of contrary information. It can address a perception the audience may hold and allow for clarification: we can see that while; although it is true that; granted that; while it may appear that; I admit that even though.

Introductions are important so that the audience obtains a concise picture of what the rest of the presentation will be about. Keep the audience’s attention and pique their interest:

• Express details to keep the audience’s attention.
• Put the most important information at the introduction’s beginning. This placement will help to “hook” your audience.
• Involve your audience
• Ask a question that requires audience participation
• Tell a story/anecdote
• Relate a personal experience
• Use humor…if the context warrants it
• Create suspense
• Use a quotation or poem
• Use a visual aid
• Give a startling fact or statistic

Your introduction should be up to 5% of your entire presentation. Once you’ve set the tone and informed your audience what you’ll be discussing, segue to the first part of your presentation body.

Like introductions, conclusions should comprise around 5% of your presentation time. The basic structure of a presentation is not so much linear as it is circular: Speeches should take you in a circle from A to Z. Therefore, your conclusion should take your audience back to the introduction—with an enhanced understanding of the topic. Here are some meaningful cues you can use to signal the eminent closing of your presentation:

• Language cues (“ Now that we have seen that we can solve this problem effectively, we can review the entire situation. ”)
• Movement cues (Physically move back to the center of the room where you began your speech.)
• Paralinguistic cues (Slow your rate of speech and use more pauses.)

Present final appeals to your audience. Depending on the type of presentation you give, you will be asking your audience for something.

• You may be asking them to act in a certain way or to change their attitude toward a certain person or topic.
• You may be asking them to simply understand what you have had to say.
• Leave your audience motivated positively toward you and your presentation topic.
• Stories can make excellent conclusions, as they complete the story that you started in your introduction. You can finish your introduction’s story OR you can retell the story; this time the story will reflect what the audience has learned from your presentation.
• If you decide to use humor, make sure that the humor is relevant to the presentation as well as the audience. A little bit of humor goes a LONG way, so don’t overdo it. Additionally, inappropriate use of humor is a very bad idea.

Knowing your audience will give you a good idea of how to adapt your slideshow design. Additionally, ask yourself, “What is my presentation’s goal?” Is your slideshow meant for training employees, selling a new product, or something else altogether different?

Slideshows should have one clear design; otherwise, the design can contribute to the audience’s lack of attention. Correct formatting should have a legible font from the back of a room, non-distractive themes, proper text and graphic alignment, and consistency.

The best visual aids are images that add context to your presentation topic, images that enhance your audience’s understanding of the topic, and informative graphics that are easy to follow. Your visual aids should complement rather than substitute for your presentation content. Ultimately, they should not be the primary focus of the slideshow.

Animation of your transitions can make or break a presentation and should be used sparingly—less is definitely more (and perhaps none at all). Ask yourself the following questions:

• Is this transition animation subtle?
• Does this animation distract from my key points?
• Is this transition animation necessary? Does it enhance my message?

12.9.1: Presentation Space

12.9.2: presentation timing, 12.9.3: presentation clothing, 12.9.4: gestures, eye contact, and paralinguistic features, 12.9.5: pacing and speed, 12.9.6: verbal crutches, 12.9.7: technical issues, 12.9.8: rough audience members, 12.9.9: practice, practice, practice.

So you’re ready for your professional presentation in terms of content and slideshow. McMurrey and Race (2020) provide some topics outside of your presentation to consider for professional delivery.

We have presented in good spaces and not-so-good spaces. You have been given access to the room where you will soon give your presentation. Test it out. Consider the venue of your presentation, whether it is in a large room at an international conference or an 8-seater meeting room in your office. Surely your presentation will be tailored differently depending on size of venue and size of audience.

How would you handle specific problems such as creaky floors, loud projectors, disorganized chairs, and immovable objects that obstruct the audience’s view of your slideshow?

• Walk around your presentation space and see if you detect creaky places where you should avoid stepping.
• You need to project your slideshow, but perhaps it becomes apparent that your own voice will have to compete with the loudness of the projector itself…or a particularly loud air conditioning unit. Acknowledge this issue ONE TIME to your listeners so that the audience understands that you are doing your best.
• If you have time to clean up the presentation room, such as disorganized chairs and trash, go for it.
• One time I delivered a presentation to a 75-member audience, and a massive concrete column was inexplicably placed to my left, thereby impeding the view of my slideshow for 20% of the audience. If space is limited and chairs cannot be moved, ACKNOWLEDGE these audience members: “For those of you who cannot see my slideshow, it is showing X, Y, and Z.…”

Time each section of your presentation and write out the percentage each section takes. Does your presentation add up? Which parts should be edited for a more streamlined, smooth delivery?

You certainly do not want to try on your presentation outfit at the moment you plan to present, as you will already be nervous. This nervousness is natural and indicates that you’re ready to perform! Try on your entire presentation outfit to ensure that you feel comfortable moving and walking effortlessly around in it.

What if you’re in the middle of giving a 40-minute presentation and your shoe breaks? ACKNOWLEDGE it one time, but don’t let it steal your presentation’s thunder. Simply remove your shoes and continue with your presentation. Your audience will be on your side, rooting for you. The show must go on!

Where are you placing your hands? Are you addressing each side of your audience with eye contact? If you want to take more calculated risks, experiment with such paralinguistic features as pregnant pauses, a contrast in pitch, or a contrast in volume. The more presentations you give in which you address these items, the better you will become at adopting them and adapting your delivery.

Sometimes, oral presenters who are nervous talk too fast. All that adrenaline causes them to speed through their talk, making it hard for the audience to follow. Although it’s entirely normal to be nervous, it helps listeners understand you better if you speak a bit more slowly and deliberately than you do in normal conversation. Slow down, take it easy, be clear…and breathe.

Watch out for too much “uh,” “you know,” “okay” and other kinds of nervous verbal habits. Instead of saying “uh” or “you know” every three seconds, just don’t say anything at all. In the days before your oral presentation, practice speaking without these verbal crutches. The silence that replaces them is not a bad thing—it gives listeners time to process what you are saying.

You have begun your presentation, but you soon realize that there are technical problems. Perhaps your projector light burns out or you are suddenly without Wi-Fi during a presentation that requires an online presence. Always have a Plan B, which may include a saved copy of your slideshow on a flash drive or actual handouts of your slide. Alternatively, you can pass out business cards or dictate your email address to your audience, telling your audience before and after the presentation that they can contact you and you would gladly forward them your slideshow and notes. APOLOGIZE ONE TIME. In your career, you will have great presentations and not-so-great presentations. That is part of the process! Muster as much energy and creativity as you can and salvage your technically derided presentation before you eventually close, refer back to your email address, and ask if there are any questions you can answer.

Audiences from both academia and industry comprise mostly of those who wish you to do well. Occasionally, there are those audience members who wish to sabotage your presentation or are simply caught up in their own dramas. Never fear!

• If you have an audience member who interrupts your presentation with asides or questions, thank them and mention that you would happily discuss topics further AFTER the presentation. The same approach can be taken if an audience member intends to tout their own research (and usurp your presentation time).
• If you have a few noisy conversationalists in the crowd, slowly walk up to their table as you continue to address your presentation materials; generally, this simple walk informs these audience members to quiet down.
• If you have an audience member who wishes to embarrass you in front of your audience in some way, do your best with your responses and your source materials. These interactions are not about you—they are about whatever hang-ups or insecurities the obnoxious audience member has.

These types of irritating audience members are fairly rare; however, it is a real possibility that they will be a part of your own audience. It is always better to strategize ahead of time your own course of action: “If A happens, I will do B.” In that way, you won’t have to flail miserably in response nearly as much if/when these tense moments present themselves.

The first time ANY speech is uttered from your lips, content comes out stilted and awkward. The second time you practice your presentation content, delivery becomes a little bit smoother. By the time you arrive to your seventh or eighth round of presentation practice, you will start varying delivery aspects, and ultimately you will master your presentation and its content.

As you prepare your visuals, look at resources that will help you. There are many rules for using PowerPoint, down to the font size and how many words to put on a single slide, but you will have to choose the style that best suits your subject and your presentation style.

The two videos that follow will provide some pointers. As you watch them, make some notes to help you remember what you learn from them.

The first one is funny: Life After Death by PowerPoint by Don McMillan , an engineer-turned-comedian:

You may also have heard about the presentation skills of Steve Jobs. The video that follows is the introduction of the iPhone…and as you watch, take notes on how Jobs sets up his talk and his visuals. Observe how he connects with the audience…and then see if you can work some of his strategies into your own presentation skills. This is a long video; you don’t need to watch it all, but do take enough time to form some good impressions. The following video does not have closed captioning.

Test your Understanding

2. Design three visuals for your topic, including a title page. Use the Styles and Themes feature in PowerPoint to create a consistent theme for a presentation. How do the visuals affect the mood and topics of your presentation?

3. Find a YouTube video or a tutorial online on how to make good presentations. Share it with classmates by teaching some of the main points in group discussion.

4. In small groups, develop a list of “rules” to follow when you have to give an oral presentation…then create a class list.

5. In a memo to your teacher (or in an online discussion forum) share some of your best practices and ideas for getting through a presentation effectively. Also, share some details from the most horrible presentations you’ve ever seen or given. Perhaps you can help a classmate avoid making the same mistakes. (I once watched a presentation in which the presenter demonstrated how to sharpen knives. Although there were no injuries, I was on edge the entire time.)

Alley, M. (2013). The craft of scientific presentations: Critical steps to succeed and critical errors to avoid. 2nd edition. Springer.

McMurrey, D., & Race, C. (2020). Open technical communication. 4th edition. Affordable Learning Georgia. CC Attribution 4.0 International License.

Simon, D., Grimes, M., & Roch, S. (2018). Communication for business professionals. eCampusOntario, CC Attribution-ShareAlike 4.0 International License.

Chapter 12: Developing Presentations Copyright © 2022 by Joseph Williams is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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How to Look and Sound Confident During a Presentation

• Carmine Gallo

Your audience will make up their minds about you in seconds.

How you look and sound during a speech or presentation are going to make a big impression on your audience. Within seconds, listeners will decide whether you are trustworthy, and they will do it based on your body language and vocal attributes. The good news is that there is plenty of hard evidence that explains how you can give the appearance of confidence and competence — even if you’re nervous or timid on the inside. To look confident, make eye contact, keep an open posture, and use gestures to emphasize your message. To sound confident, eliminate filler words, take time to pause before important messages, and vary your pace.

You’ve crafted the message and created the slides for your next presentation. Now it’s time to wow the audience. How you look and sound are going to make a big impression — and your audience will form opinions quickly .

• Carmine Gallo is a Harvard University instructor, keynote speaker, and author of 10 books translated into 40 languages. Gallo is the author of The Bezos Blueprint: Communication Secrets of the World’s Greatest Salesman  (St. Martin’s Press).

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14.3: Importance of Oral Presentations

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• Arley Cruthers
• Kwantlen Polytechnic University

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In the workplace, and during your university career, you will likely be asked to give oral presentations. An oral presentation is a key persuasive tool. If you work in marketing, for example, you will often be asked to “pitch” campaigns to clients. Even though these pitches could happen over email, the face-to-face element allows marketers to connect with the client, respond to questions, demonstrate their knowledge and bring their ideas to life through storytelling.

In this section, we’ll focus on public speaking. While this section focuses on public speaking advocacy, you can bring these tools to everything from a meeting where you’re telling your colleagues about the results of a project to a keynote speech at a conference.

Imagine your favourite public speaker. When Meggie (one of the authors of this section) imagines a memorable speaker, she often thinks of her high school English teacher, Mrs. Permeswaran. You may be skeptical of her choice, but Mrs. Permeswaran captured the students’ attention daily. How? By providing information through stories and examples that felt relatable, reasonable, and relevant. Even with a room of students, Meggie often felt that the English teacher was just talking to her . Students worked hard, too, to listen, using note-taking and subtle nods (or confused eyebrows) to communicate that they cared about what was being said.

Now imagine your favourite public speaker. Who comes to mind? A famous comedian like Jen Kirkman? An ac

tivist like Laverne Cox? Perhaps you picture Barack Obama. What makes them memorable for you? Were they funny? Relatable? Dynamic? Confident? Try to think beyond what they said to how they made you feel . What they said certainly matters, but we are often less inclined to remember the what without a powerful how — how they delivered their message; how their performance implicated us or called us in; how they made us feel or how they asked us to think or act differently.

In this chapter, we provide an introduction to public speaking by exploring what it is and why it’s impactful as a communication process. Specifically, we invite you to consider public speaking as a type of advocacy. When you select information to share with others, you are advocating for the necessity of that information to be heard. You are calling on the audience and calling them in to listen to your perspective. Even the English teacher above was advocating that sentence structure and proper writing were important ideas to integrate. She was a trusted speaker, too, given her credibility.

Before we continue our conversation around advocacy, let’s first start with a brief definition of public speaking.

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Communicating Through Business Presentations

How to Create a Business Presentation

Written by Jason Gordon

Updated at April 22nd, 2024

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What is a Business Presentation?

A Business presentation is a means of exchanging info for decision-making and policy developing, relating the benefits of the services offered and sharing our goals, values, and visions.

• Formal Presentations Allow time and planning. Ex. Presentation during a scheduled meeting.
• Informal Presentations (Oral Briefings) Less formal presentations that entails a short update on a current project. Ex. Update requested during a meeting with little or no notices. Ex. Informal update in the boss's office.

Identify Your Purpose

Understanding the purpose you hope to achieve and conceptualizing your audience will enable you to organize the content in a way that is understood and accepted. Technique 1: At the end of my presentation, the audience will ________. Technique 2: What is my Message? Develop a phrase, single thought, or conclusion you want the audience to take away from the presentation. Imagine your audience summarizing your message what do you want to hear them describe as your central purpose.

Know Your Audience

Don't presume you know the audience find out about them. The audience wants to know, Whats in it for me. Determine what motivates your audience, how they think, and how they make decisions. Who is the audience, and who requested the presentation? Why is the topic important to the audience? (What will they do with the information). 

Helpful Info: Age, gender, occupations, education level, attitude, values, broad and specific interests, needs. Keep in mind the occasion or location of the presentation. Environmental factors affecting presentation will reveal whether the environment is intimate or remote; the audience is receptive and alert or non-receptive and tired; whether you will need additional motivation or persuasion tactics:

• # of people in the audience.
• Are there any other presenters?
• Where and at what time does my presentation fit into the agenda?
• How much time will I have?
• How will the audience be seated? And what is the layout? (Podium, microphone, seated.)

Organizing the Content

The standard format is:

Introduction

The dominant technique is:

• Tell the audience what you will tell them.
• Tell them what you told them.

Goals of the Introduction:

• Capture attention and involve the audience.
• Establish rapport.
• Present the purpose statement and preview the points that you will develop.

Capture attention and involve the audience. Choose an attention-getter that is relevant to the subject and appropriate for the audience. Techniques:

• A shocking statement or startling statistic. Ex. Lack of personnel management costs companies $200 Billion in the US every year, and is among the most wasteful aspects of any business.
• Quotation by an expert. Ex. Attracting quality people to your business is the life of any business - Sir Richard Branson.
• A rhetorical or open-ended question that generates discussion from the audience. Ex. Do you want to spend time building your business, or worrying about payroll administration?
• An appropriate joke or humor. Used to break the ice. Self-denigrating is often the best.
• A demonstration of dramatic presentation aid. Ex. If youre pushing social media optimization, you may want to do a Google search of the company up front to show their poor page rank.
• An anecdote or timely story from a business periodical. Malcolm Gladwell says that there is no such thing as innate talent.
• Involve the audience. Ex. Ask for a show of hands regarding an example.

Establish Rapport

Show concern that they benefit from the presentation. Share a personal story or share a part of your background that relates to the topic. 

Present the purpose statement and preview the points that will be developed. Once you have captured attention for the topic, present your purpose statement directly. 

Then, preview the major points you will discuss in the order that you'll discuss. This helps the audience understand how the parts of the body are tied together to support the purpose statement. 

If the presentation is long, you may want to use a visual to show the points covered.

In a short presentation (ex. 20 mins) limit your presentation to a few major points. Promote audience attention and absorption.

• Provide support for your points in a manner that is easy to understand. Use simple vocabulary and short sentences that the listener can understand easily and that sounds conversational and interesting. Avoid jargon or technical terms that the listeners may not understand. Use a familiar frame of reference. Draw analogies between new ideas and familiar ones. Use comparisons to past events or relevant stories.
• Provide relevant statistics. Use specific, quantitative measures available to lend authority and credibility to your points. Use techniques to make the statistics easy to remember. Ex. 34.2% of the students work full-time vs. 1/3 of the students work full-time.
• Use Quotes from prominent people. This helps build credibility, particularly if the audience is familiar with the source.
• Use interesting anecdotes. Audiences like and remember anecdotes or interesting stories that tie into the presentation and make strong emotional connections with audiences.
• Use Jokes and humor appropriately. Jokes and humor can build rapport, ease an approach to sensitive subjects, disarm a non-receptive audience, or make your message easier to understand and remember.
• Use presentation visuals. Try to enhance the audiences ability to see, hear, feel, and understand your presentation.
• Encourage audience participation. Reflective questioning, role-playing, directive audience-centered activities, incorporating current events and periodicals into the activity.

The Close provides unity to your presentation by Telling the audience what you have already told them. 

The conclusion should be your best line, your most dramatic point, your most profound thought, your most memorable bit of information, or your best anecdote. 

Develop the close so that it supports and refocuses the audiences attention on your purpose statement. Tips:

• Commit the time and energy needed to develop a creative, memorable conclusion. In an analytical presentation, state your conclusion and support it with the highlight from your supporting evidence. In a persuasive presentation, the close is often an urgent plea for the members of the audience to take some action or to look on the subject from a new point of view.
• Tie the close to the introduction to strengthen the unity of the presentation. Ex. Take an anecdote from the introduction and answer or build on it as your conclusion.
• Use transition words that clearly indicate you are moving from the body to the close. Practice your close until you can remember it without stumbling.
• Smile and Stand back to accept any audience applause.
• Show eagerness to answer questions if that is part of the presentation.

Designing Compelling Presentation Visuals

Presenter who uses visuals is considered more prepared and interesting. Tell me, Ill forget. Show me, Ill remember. Involve me, and Ill understand. Advantages:

• Clarifies and emphasizes important points
• Increases retention from 14 to 38 percent.
• Reduces the time required to present a concept.
• Speaker achieves goals 34% more often when visuals used.
• Increases group consensus by 21% when presentation visuals used in a meeting.

Types of Presentation Materials

• Boards and Flipcharts,
• Overhead transparencies,
• Electronic Presentations,
• 35mm Slides,
• Objects & models.

Design of Presentation Visuals

The purpose of each visual aid should be clear, and almost speak for itself. A visual aid can provide emphasis, effectively highlighting keywords, ideas, or relationships for the audience. Visual aids can also provide the necessary support for your position. Visual aids accomplish several goals:

• Make your speech more interesting
• Enhance your credibility as a speaker
• Serve as guides to transitions, helping the audience stay on track
• Communicate complex or intriguing information in a short period of time
• Reinforce your verbal message
• Help the audience use and retain the information

Create an appealing, easy-to-read design that supports your main point without overwhelming the audience. Techniques:

• # of Visual Aids. Limit the number of visual aids used in a single presentation. The visuals should direct the audiences attention to major points and clarify or illustrate complex information.
• Slide Content . Limit slide content to key ideas presented in as few words as possible. Remember, you should enhance the audiences ability to grasp your message NOT state the entire message.
• Singular Idea . Develop only one major idea using targeted keywords that the audience can scan quickly, understand, and remember. Use words, not whole sentences. Eliminate (a, an, the , we, you, your, are, to). If you have to put text use no more than 7 words per line, 7 lines per slide.
• Use an effective template that enlivens boring content . Choose an effective color scheme. Limit color to no more than 3 per slide. Background color should reflect formality and tone. Cooler shades for more formal. Lighter shades for former. Use complementary foreground (text) colors that have high contrast the background to ensure readability.
• Use of Type : Use capital letters sparingly- only at begining of a sentence, important words, and property nouns. Choose an appealing font that can be read onscreen easily.

Types of Delivery

After you have organized your message, you must identify the appropriate delivery method, refine your vocal qualities, and practice your delivery. There are Four general business presentation methods:

• Memorized - Written out ahead of time, memorized, and recited verbatim. Benefits: Well planned in content and organization. Lends itself well to ceremonies. Negatives: Limited ability to react to feedback. Forgetting a point (mental block) can damage entire presentation. Can appear monotone.
• Manuscript or Scripted - Writing speech word for word and delivering to the audience. Benefits: Beneficial at technical conference presentations or when accuracy is absolutely critical. Beneficial when several presentations have to be given close together or you dont have as much time to prepare. Negatives: Limit speaker-audience rapport (particularly when the speaker fails to look up from the Manuscript). May use teleprompter to appear that you are speaking extemporaneously.
• Impromptu - Called on without prior notice (off-the-cuff). Benefits: It is a fundamental skill where you can demonstrate your knowledge at key or critical moments. If you can foresee the question arising, you may be able to prepare ahead of time and be very impressive in the presentation. Negatives: Often requires an experienced speak to analyze the request, organize supporting points from memory, and present a simple, logical response.
• Extemporaneous - Presentations are planned, prepared, and rehearsed but not written in detail. Brief words prompt the speaker on the next point, but words are chosen spontaneously as the speaker interacts with the audience and anticipates their needs. Includes body gestures, sounding conversational. Benefits: Can be delivered with great conviction, because the speaking is speaking with rather than to the audience. Negatives: Requires the most preparation. Most difficult type of presentation for teams difficult to coordinate for a uniform presentation style.

Preparation and Practice

Tips for effective preparation and practice include:

• Prepare Thoroughl. It is the best manner to control speech anxiety.
• Prepare Effective Presentation Support Tools . Follow the steps in the graphics chapter to develop a design that works for the presentation. Have a contingency plan in the event something goes wrong (technical glitches).
• Practice, Rather than Rehearse . You are working to deliver the presentation in a style that allows you to talk to the audience. Rehearsing can make the presentation sound mechanical, where practicing makes it more fluid.
• Spend additional time practicing the introduction and conclusion . Remember the conclusion is often the strongest and most memorable portion.
• Practice displaying the presentation visuals . This is very helpful and important in making certain the presentation is effortless and seamless. . Remember, these are just in support of your presentation they are not the presentation.
• Seek feedback from others . This will allow you to polish your performance and improve organization. You can also practice by presenting in front of a mirror.
• Arrive Early . This allows you to become familiar with the setup of the room and to check the equipment.
• Communicate confidence, warmth, and enthusiasm . Confident appearance with alert posture. Smile genuinely throughout the presentation. Maintain steady eye contact with the audience in random places throughout the room. Refine gestures to portray a relaxed, approachable appearance. Move from behind the lectern and toward the audience to reduce the barrier created between you and the audience.
• Exercise Strong Vocal Qualities - To maximize vocal strengths, focus on three important qualities of speech: Phonation, Articulation, and Pronunciation. Phonation The production and variation of the speakers vocal tone. (3 Primary Factors). Pitch The highness of lowness of the voice. The pitch should rise and fall to reflect emotions. Lower pitches are perceived to sound more authoritative. Higher pitches convey less confidence are can be perceived as whining. Volume Loudness of tones in your voice. Vary loudness to hold the audiences attention, emphasize words or idea, and create a desired atmosphere (energetic, excited, solemn, serious, etc.) Rate The Speed at which words are spoken. Vary the rate of speech with the demands of the situation. Speak at a lower rate when emphasizing an idea that is complex or a process. Use pauses to add emphasis to key points. Articulation Smooth, fluent, and pleasant speech resulting from the way a speak produces and joins sounds. Faulty articulation results from not carefully forming individual sounds. Dropping word endings, Running words together, Imprecise enunciation. This is not dialect (accent) which is a variation on pronunciation, usually of vowels. Techniques to improve clarity in your voice, educe strain and voice distortion, and increase your expressiveness with the following guidelines: Stand up straight, shoulders back, speak from diaphragm rather than head voice. Focus on completing the endings of all words, not running words together, and enunciating words correctly. Pronunciation - Use principles of phonetics to create accurate sounds, rhythm, stress, and intonation. A well-articulated word can still be mispronounced. There is often a preferable and acceptable pronunciation for lots of words. The key is choosing word pronunciation that is acceptable to the audience.
• Watch Your Audience - Read your audience to view the interest level.
• Use Your Visuals Effectively . Step to one side of the visual when you intend for the audience to see it. Paraphrase the visual rather than reading the text from it.
• Handle questions  form  the Audience . Be prepared to field questions that arise when you are giving the presentation. Keep Within the Time Limit. Be prepared for a question and answer period. Answer questions in a calm and non-combative manner. If you have a team, always have a moderator.
• Distribute handouts - Only when needed in the presentation. Try not to give out at beginning it distracts audience. Use to provide additional information at the end of the lecture.
• Culturally Diverse Audiences - Focus on the individual, rather than stereotyping a specific culture. Speak simply. Avoid words that trigger negative emotional responses. Enunciate each word precisely. Use jokes or humor cautiously. Learn cultures preference for a direct or indirect presentation. Adapt to subtle differences in nonverbal communication. Seek feedback to determine whether the audience is understanding our message.
• Team Presentations - Selecting your team members who are complimentary in skill and ability and have a social fit with other members. Agree on the Purpose and Schedule. Avoids lack of coordination. Submitting off-topic material. Practice ahead of time - Preparing an entire team is much for difficult than preparing oneself. Decide who will deliver what portion of the presentation. Work on transitions between segments of each presenter. Deliver as a team and field questions as a team.

Related Topics

• Communicating via Memoranda or Letter
• Electronic Communications
• Writing Business Reports
• Writing Business Proposals
• Business Presentations

Related Articles

• Digital Divide - Explained
• Determining Ethical Behavior in Negotiations - Explained
• Persuasive Tactics in a Negotiation - Explained
• Distributive Negotiation - Explained

Oral Presentation - Principles and Factors affecting It

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Module 4: Considering the Audience

Factors to consider in audience analysis, learning objectives.

Describe factors to consider when performing audience analysis.

What does it mean to be audience-centered when you speak or present? To be audience-centered is to shift your focus from yourself (what do I want to say about this topic?) to your audience (what does my audience want or need to hear about this topic?) But how do we go about making this shift? In part, by asking questions. On this page, we’ll look at four questions you can ask yourself to guide your analysis of the audience: Why are they here? What do they know already? Where do they stand? Where are they coming from?

Expectations of the event: Why are they here?

The first question you could ask of your imaginary audience is, why are they here? What does this audience expect to hear and what do they hope to learn? Are they here because they have to be (e.g., a mandatory meeting or a class session) or because they want to be? Is your presentation the “main event,” or is something else bringing this audience together? All these factors can be extremely important in planning your speech.

Prior experience with the topic: What do they know already?

Another extremely important factor to consider is the audience’s prior experience with the topic you’re discussing. This experience can take many forms. One form would be technical , theoretical , or academic knowledge of the subject. Another would be first-hand , observational , or practical experience. For instance, if you were presenting about the criminal justice system to a group of sociologists, you could assume a high level of theoretical knowledge about various methodologies of modeling social systems, but not necessarily an understanding of how the system is experienced by an individual trying to negotiate the court system. If you were presenting about the same topic to a group of people who had all been in prison, you could assume a high level of experience with the criminal justice system, but not necessarily a familiarity with sociological models of this system.

Attitude toward the topic: Where do they stand?

Generally speaking, the audience’s attitude toward the topic you are presenting can be grouped into a few categories. Audiences are said to be friendly  if you can assume they would be inclined to agree with your assumptions and argument. A  hostile audience, on the other hand, would not agree with your conclusions unless the listeners were convinced by your argument. For instance, if you were arguing in favor of a tax on carbon emissions, an environmentalist organization might be considered a friendly audience, whereas a group of oil and gas executives could be a  hostile audience. Note: hostile audiences usually won’t heckle you or throw tomatoes. This term isn’t describing rude audiences, but rather audiences who are likely to disagree with your argument or have negative feelings toward your subject. Finally, if an audience is neither friendly nor hostile, it may be neutral (not having strong inclinations one way or another) or mixed  (containing both friendly and hostile listeners—and probably neutral listeners as well).

Frame of reference: Where are they coming from?

A frame of reference  describes the assumptions, values, and standards by which a person evaluates a particular idea or position. As you think about audience analysis in this section, ask yourself which frames of reference are shared by most members of your audience, and which are different for various audience members. If you are speaking in class, for instance, you can assume that one shared frame of reference is the affiliation with your school, whether as students or as instructors. Within this academic frame of reference, then, we can start from a premise that the whole class shares a desire to gain skills, knowledge, and opportunity. If you’re speaking to your local Chamber of Commerce, one shared frame of reference might be an investment in the health of the local business community. A group of teachers might share certain values and standards related to the educational system. Members of the International Students Association might have a common experience of negotiating different national and cultural frames of reference.

In large part, audience analysis involves trying to learn about your audience’s frames of reference—cultural, philosophical, religious, demographic, economic, and so on. It is extremely important, however, to avoid jumping to conclusions about your listeners’ values, standards, and experiences based on your analysis of the audience.

As Daphne A. Jameson has pointed out, the most important starting point for audience analysis is self-understanding: “The metacognitive problem is to know what one knows—and does not know—about others.” [1]

• Jameson, D. A. (2007). Reconceptualizing Cultural Identity and Its Role in Intercultural Business Communication. Journal of Business Communication, 44 (3), 199–235. doi:10.1177/0021943607301346 ↵
• Factors to Consider in Audience Analysis. Authored by : Sandra K. Winn with Lumen Learning. License : CC BY: Attribution

10 Key Factors Affecting Communication

Table of Contents

Effective communication is essential for building and maintaining successful relationships, both personal and professional. However, several factors can influence the effectiveness of communication between individuals or groups.

Understanding the factors that impact communication is critical to developing effective communication skills and building strong relationships with others. In this blog, we will explore 10 critical factors that affect communication and the factors that do not affect communication.

10 Factors Affecting Communication

Communication is affected by various factors, which can either enhance or hinder the transmission of information. In this section, we will look at 10 factors that impact the communication process:

1) Choice of Medium:

The choice of medium can significantly affect communication, as different mediums have varying strengths and weaknesses in terms of their ability to convey information effectively.

For example, face-to-face communication is often considered the most effective medium, as it allows for the use of nonverbal cues, such as facial expressions and body language, which can help to reinforce the meaning of the message.

Related Reading: Merits and demerits of face-to-face communication

For complex messages, it may be better to use a medium that allows for more detailed explanations, such as a written report or a presentation.

2) Language Concern:

Language concerns are a crucial factor that affects communication, particularly in cross-cultural communication, where language barriers can arise due to differences in language proficiency or understanding.

Language concerns can include difficulties with vocabulary, grammar, pronunciation, and tone, all of which can affect the clarity and accuracy of the message being conveyed. For example, a non-native speaker may have difficulty expressing complex ideas in a second language, leading to misunderstandings or misinterpretations of the message.

3) Information Overload/Excess of Information:

Information overload can lead to difficulties in processing and interpreting information accurately, which can result in confusion, stress, and reduced productivity.

When faced with information overload, individuals may struggle to identify the most important information, leading to a loss of focus and attention. The sheer volume of information can also cause individuals to feel overwhelmed and anxious, which can affect their ability to communicate effectively.

4) Lack of Feedback:

Lack of feedback can affect communication, particularly in situations where there is a sender and a receiver of information.

Feedback refers to the information or response provided by the receiver to the sender, indicating that the message has been received and understood. When feedback is lacking, it can lead to misunderstandings, confusion, and a breakdown in communication.

5) Time and Distance:

Time and distance are two significant factors that can affect communication, particularly in situations where the sender and receiver are separated by physical or temporal barriers. Time and distance can affect communication in several ways, such as:

• Delayed Response : When the sender and receiver are in different time zones or locations, there may be a delay in response times. 
• Misinterpretation : When the sender and receiver are separated by distance, there may be a lack of visual or nonverbal cues that can be critical to understanding the message accurately.
• Technical Barriers : Distance can also lead to technical barriers, such as poor internet connectivity or network issues, which can affect the quality and reliability of communication.

6) Selective Perception:

Selective perception is a factor that can affect communication, particularly in situations where individuals filter information based on their personal beliefs, values, attitudes, and experiences.

It can lead to misunderstandings and a breakdown in communication, as individuals may interpret the same message differently based on their personal biases and perspectives.

For example, individuals may selectively perceive information that confirms their existing beliefs and ignore information that challenges their beliefs, leading to a lack of critical thinking and a limited understanding of the issues at hand. 

7) Cultural Factor:

Culture is a significant factor that can affect communication, particularly in situations where individuals from different cultural backgrounds interact with each other. Culture can affect communication in several ways, such as:

• Language : Different cultures may have different languages or dialects, which can lead to difficulties in understanding and interpreting messages accurately.
• Nonverbal Communication : Different cultures may have different norms and expectations regarding nonverbal communication, such as gestures, facial expressions, and body language.

Related Reading : What is Non-Verbal Communication: Examples, Types & Importance Pros and cons of non-verbal communication 

8) Clarity of Message:

Clarity of the message is a critical factor that can affect communication. Clarity refers to the degree to which a message is clear, concise, and easily understood by the receiver.

When the message is not clear, it can lead to misunderstandings, confusion, and a breakdown in communication. To ensure clarity in communication, it is essential to use clear and concise language, organize the message in a logical and structured manner, and deliver the message in a way that is appropriate for the audience.

9) Use of Technical Language:  

The use of technical language can be an important factor that affects communication. Technical language refers to specialized vocabulary or terminology that is specific to a particular field, industry, or profession.

While technical language can be useful for conveying precise and detailed information to those with expertise in a specific field, it can also create communication challenges when used with individuals who are not familiar with the technical terms.

10) Emotional Factors:

Emotional factors can greatly affect communication. Emotions can influence how individuals perceive, interpret, and respond to messages, leading to communication challenges and misunderstandings. Some emotional factors that can affect communication include: 

• Stress : Stress can cause individuals to become overwhelmed, leading to a lack of focus and attention. 
• Anger : Anger can cause individuals to become defensive, leading to a breakdown in communication. 
• Anxiety : Anxiety can cause individuals to become self-conscious and hesitant, leading to a lack of confidence in their ability to communicate effectively.
• Empathy : When individuals are empathetic, they are more likely to listen actively, show interest, and respond in a positive way.

Factors Influencing Types of Communication

In this section, we will look at how various factors influence the different types of communication. 

Factors Affecting Written Communication

Written communication can be influenced by several factors that can impact its effectiveness and clarity. Listed below are some factors that can affect written communication:

1. Language and Grammar: The choice of words, sentence structure, and grammatical errors can affect the clarity and effectiveness of written communication . 

2. Audience: It is essential to consider the audience’s background, knowledge, and interests when crafting written communication to ensure that the message is relevant, engaging, and easily understood.

3. Tone: The use of a harsh, critical, or negative tone can lead to defensiveness or hostility, while a positive and supportive tone can foster collaboration, engagement, and motivation.

Related Reading : Check out our detailed article on written communication merits and demerits .

Factors Affecting Verbal Communication

Verbal or oral communication flow is influenced by various factors that can affect the way people communicate with each other. This includes the following factors:

1. Language Barriers: When people speak different languages or dialects, it can be difficult to understand one another. Even when people speak the same language, differences in accent or slang can create confusion.

2. Cultural Differences: Different cultures have different communication styles, and what is considered polite or appropriate in one culture may not be in another. 

3. Physical barriers: Physical barriers such as distance, noise, and environmental disturbances can make it difficult to hear or understand what someone is saying.

Related Reading : What are the advantages and disadvantages of verbal communication What are the advantages and limitations of oral communication explained with examples

Variables Affecting Organizational Communication

Organizational communication is influenced by various variables that can affect the flow and effectiveness of communication within an organization.

Factors Affecting Marketing Communication

Marketing communication is the process of conveying information about a product or service to a target audience. There are various factors that can affect the effectiveness of marketing communication. They are:

1. Nature of the Market: The nature of the market is a critical factor in marketing communication. Effective communication requires a thorough understanding of the target audience’s needs, preferences, and behavior. 

2. Brand image: The brand image is the perception of the brand in the minds of the target audience. A strong brand image can enhance the effectiveness of marketing communication, as consumers are more likely to trust and engage with a brand that they perceive positively.

3. Buyer Readiness Stage: An effective flow of communication towards consumers can help in identifying how eager buyers are towards purchasing a product or service.

Factors Affecting Communication in Crisis Management

Effective communication is crucial during crisis management to ensure that accurate and timely information is conveyed to the appropriate parties. Here are some of the factors that can affect communication during crisis management:

1. Speed: During a crisis, rapid communication is essential to ensure that everyone is informed about the situation as quickly as possible.

2. Accuracy: Inaccurate or misleading information can create confusion, increase panic, and lead to poor decision-making. It is therefore important to ensure that the information being communicated is accurate and up-to-date.

3. Clarity: Clear communication is essential during a crisis, as confusion can lead to chaos. It is important to use language that is easy to understand and to avoid jargon or technical terms that may not be familiar to all parties.

Factors Affecting Feedback in Communication

Several factors can impact the feedback that individuals receive in communication. This includes:

1. Timing: Feedback that is provided too quickly or too long after the message has been delivered can be less effective or less relevant.

2. Specific Feedback: The feedback provided should be specific and relevant to the situation at hand. General and vague feedback cannot be used to correctly identify areas of improvement.

3. Power Dynamics: Power dynamics between the sender and receiver can impact the feedback received. For example, individuals may be less likely to provide honest feedback to a boss or authority figure.

Related Reading : Detailed the importance of meaningful feedback in the process of communication

Factors Affecting Media Choice in Communication

Media choice refers to the selection of a specific channel or method for transmitting information or messages. Some factors affecting the choice of media are:

1. Cost: The cost of different communication channels can impact media choice. For example, video conferencing may be more cost-effective than travel for face-to-face meetings.

2. Urgency: The urgency of the message can impact the choice of media. If the message is time-sensitive or requires an immediate response, then real-time communication methods such as phone or video conferencing may be preferred.

3. Audience Preferences: The preferences of the audience can also influence media choice. For example, younger audiences may prefer social media or messaging apps, while older audiences may prefer email or phone communication.

What are the Factors that Do Not Affect Communication?

The factors that do not affect the communication process include:

1. Gender: Gender does not have any direct effect on communication. The way a person communicates depends on their individual style, experiences, and cultural background.

2. Age: Age does not necessarily affect communication. Older people may have more experience and wisdom to draw from, while younger people may be more familiar with newer forms of communication such as social media. 

3. Physical Appearance: Physical appearance does not affect communication in most cases. While body language and facial expressions can convey emotions and attitudes, it is the content of the communication that matters most.

4. Personal Beliefs: Personal beliefs do not necessarily affect communication, although they may influence the way a person expresses themselves. 

Top Barriers to Communication

There are several common barriers to effective communication. They include:

• Semantic Barriers: Semantic barriers can affect communication when people speak different languages, use technical jargon, or have different dialects or accents.
• Physical Barriers: Physical barriers can prevent communication , such as distance, noise, poor lighting, or technology malfunctions.
• Emotional Barriers: Emotional barriers can include fear, anxiety, anger, or mistrust that affect the way people interpret and respond to messages.
• Cultural Barriers: Cultural barriers can arise when people from different cultures have different communication styles, values, and norms.
• Organizational Barriers : Organizational barriers to communication can include hierarchy, poor management, lack of communication channels, and unclear roles and responsibilities.

Further Reading : Barrier to Effective Communication with Examples and Types

Frequently Asked Questions

Q1) what are the 4 factors that affect communication.

Ans. 4 factors that affect communication include the following: Language Concerns, Choice of Medium, Lack of Feedback, Time, and Distance. 

Q2) What are the factors of communication?

Ans. Effective communication depends on several factors , including the sender, receiver, message, channel, context, and feedback. The sender is responsible for creating and delivering the message, while the receiver must be able to understand and interpret it correctly.

Q3) What are the factors affecting perspective in communication?

Ans. Perspective in communication can be influenced by factors such as language, tone, education and knowledge, past experience, culture, feelings, and environmental factors.

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8 Factors Influencing Business Communication

Communication is the exchange of facts, ideas, wishes, and attitudes between or among persons. Communication in business is the same. Business communication is the expression, channeling, receiving, and interchanging of ideas in commerce and industry.

This exchange becomes fruitful when the receiver understands the meaning of the message in the way the sender encoded it. However, several factors distort the meaning of a message in business.

8 Factors Influencing the Business Communication are;

These are some factors that influence the meaning of business communication.

Cultural Diversity

When people from different cultural backgrounds communicate, the chance of misunderstanding and wrong interpretation of the message is higher. Large corporations and MNCs usually have a culturally diverse workforce.

Also, they deal with many nationalities. Misunderstanding of messages can lead to a very troubling situation for a company. Companies can take some measures to avoid this problem.

Misunderstanding of Message

Communication in business also fails when people assign different meanings to the same word. Such a misunderstanding happens when technical words or jargons are used. Moreover, people may intentionally misinterpret the inner meaning of words.

Misunderstanding of the message is a common thing in communication, but it could create a problem for the company. So, messages must be prepared properly, and there should be a feedback system.

Emotional Difference

Emotions and feelings of the parties involved in communication significantly affect the meaning of communication. For example, physicians are usually less emotional to the patient than those of the relatives of the patients.

Past Experiences

The experience of previous communication strongly determines the effectiveness of further communication between the same sender and receiver. If either of the parties has a bitter experience, further communication between them is likely to be ineffective.

Educational and Intellectual Difference

The difference in the informal educational and intellectual level of the sender and receiver also influences the meaning of communication.

If they have similar educational qualifications, communication will be effective because they are likely to hold similar perceptions, understanding, feelings, thinking, views, etc.

Group Affiliations

Differences in group affiliation also affect communication in business. If the sender and receiver belong to different formal or informal groups, communication between them is affected.

They may become less effective.

For example, communication between trade union leaders and managers may fail simply because of their hostile attitude to each other.

Similarly, informal group relationships based on religion, gender, region, age, etc., can affect business communication.

Positional Differences among the Personnel

If the sender and receiver hold different positions in the hierarchy, communication between them may fail. Sometimes we see that for the purpose of maintaining the formality it the organization, some people go too far.

For example, superiors usually pay less attention to any message from their subordinates.  Also, subordinates try to avoid any instruction from the superiors to avoid the workload and responsibilities.

Functional Relationship between Sender and Receiver

The functional relationship between the sender and receiver significantly affects the meaning of communication in business. If the sender and receiver belong to different functional departments or areas, the receiver may not understand the sender’s message.

For example, the finance manager may not clearly understand the message of the product design manager; the quality control manager may not understand the message of accountants.

Business communication is the expression, channeling, receiving, and interchanging of ideas in commerce and industry. In many ways, the meaning of business communication can be an influence. This influence can be positive or negative.

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Factors affecting presentation

1) Audience Analysis:  If the speaker has analyzed the audience in a proper way before presentation, his presentation will be more effective. On the other hand, poor or improper audience analysis leads to ineffective presentation. The style of the presentation is largely dependent upon the type and size of the audience. If audi-ence is large, presentation should be more formal whereas informal presentation can work in small audience.

2) Communication Environment:  Communication environment affects the effectiveness of the presentations. Much of the audience notices the physical things surrounding the speaker, the stage, lighting arrangement, background, etc. Proper arrangement of these things can enhance the impact of the presentation. If there is noise in the surrounding environment, it detracts the audience from listening and consequently leaves unhealthy messages.

3) Personal Appearance:  Personal appearance of the speaker has great impact on the audience. Well dressed up person can deliver good presentation. Therefore, the speaker should wear neat and clean clothes and take time to check his appearance just before starting presentation.

4) Use of Visuals:  Visuals can enhance the professional image of the presentation. Different research studies demonstrate that presenters using latest visual techniques are perceived as better prepared, more persuasive, more credible and more interesting than speakers who do not use visuals. But visuals work only if the technology on which they depend works well. Therefore, presenter should check the equipment in advance before presenting.

5) Opening and Closing of Presentation:  The beginning and closing of a presentation are the positions of emphasis. Those presenters who can open the presentation with interesting remarks which are likely to create more interest and enthusiasm for listening the presentation. On the other hand, presenters with poor opening are likely to leave the audience bored. Similarly, the ending of the presentation has profound impact on the audience. Endings, with vivid and positive pictures are more likely to have profound impact on the audience.

6) Organization of Presentation:  Clarity in presentation is essential that comes with proper organization of the information. Organizing the information in a proper manner can make the message more understandable, keep the audience happy and boost the image of the speaker. Proper organization of presentation enhances the effectiveness of the presentation. On the other hand, improper organization of the presentation will not influence the audience. Improper organization of presentation is reflected as follows:

i) Taking a long time to get to the point.

ii) Inclusion of irrelevant material.

iii) Leaving out necessary information.

iv) Mixing up of ideas.

To overcome these problems, presentation can be organized in one of the five standard patterns:

i) Chronological: It starts with past, moves to the present and ends by looking ahead.

ii)  Problem-Causes-Solution: It explains the symptoms of the problem, identifies its causes and suggests the remedial measures. iii)  Excluding Alternatives: It shows the symptoms of the problem, suggests possible solutions, explains the reasons why these don’t work and ends the discussion with a solution that will work. iv)  Pros-Cons:  It explains the advantages and disadvantages of problem(s). v)  1-2-3:  It discusses three aspects of a topic: introduction, body and conclusion.

7) Language and Words:  The quality of presentation is affected by the language and words. To make the audience understand the message, the speaker has to talk in the language known to the audience. To enhance the impact of presentation, he should choose the catchy words that appeal to the heart and emotions of the audience. If the language spoken by presentator is different from audience’s language, and words used are stereotyped, it is likely to have least impact on the audience.

8) Quality of Voice:  Quality of voice of the presenter affects the effectiveness of the presentation. Voice modu-lation is likely to have greater impact upon the audience whereas monotonous voice will bore the audience.

9) Body Language:  The effectiveness of the presentation is also affected by the body language of the speaker. A speaker having eye contact with audience is likely to impress more than a speaker reading out the hand outs. A speaker who looked more at the audience is judged as better informed, more experienced, more honest and friendliest than a speaker who delivers the speech with less eye contact. With eye contact members of audience feel that speaker is talking to them.

Similarly, confidently moving speakers are likely to have more impact than nervous speakers. To calm one’s nervousness, one should be well-prepared, take several deep breaths, relax one’s muscles, pause and look at the audience and use body energy in strong gestures and movement.

10) Answering Questions:  The effectiveness of presentation is also affected by presenter’s skill in handling questions asked at the end of presentation. A speaker who answers the audience’s questions and handles hostile questions with tact is likely to influence the audience more. On the other hand, a speaker who answers rudely will leave negative impact upon the audience.

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• 2. Submitted By Hassan Noorani BAgF14M064 (2014-2018) University College of Agriculture, University Of Sargodha
• 3. COMMUNICATION IS THE ART OF TRANSMITTING KNOWLEDGE, IDEAS, INFORMATION AND THOUGHTS FROM ONE PERSON TO ANOTHER.
• 5. •Different languages in the world •As a bridge •As a barrier •Jargons •Technical language
• 6. •A medium through which a message is transmitted to its intended audience, such as print media or broadcast (electronic) media. •Before you choose your communication channel you should ask yourself whether the channel is appropriate for particular purpose and the person ( receiver) have in mind. •Telephone, Radio, Electronic Mail, Television etc.
• 7. Homophones Homographs Homonyms SIMILAR SOUNDING WORDS buy/bye/by WORDS HAVE MULTIPLE PRONUNCIATIONS We must polish the Polish furniture WORDS HAVE MULTIPLE MEANING Never desert your friends in the desert. The systematic study of transmission of meaning is semantics
• 8. • Perceived credibility of the source by the receiver may be a serious barrier to effective communication. • An incredible source is unlikely to be listened to.
• 9. • Blaring of loud speakers • Poor telephone line • Faulty TV cable • Adverse weather conditions interfering transmission • Faulty encoding • Inattention on the part of listener • Faulty decoding
• 10. • Availability of huge amounts of data which the receiver is unable to handle effectively • Results-fatigue, disinterest and boredom • Very often relevant information gets mixed up with irrelevant details and therefore goes ignored by receiver.
• 11. • Spiritual and religious beliefs are important in many people’s lives. They can influence lifestyle, attitudes, and feelings about illness and death. • Being from different religions or castes can act as a barrier to communicate on a personal or professional level.
• 12. The length of message also affects communication process. You need to be sure that it serves the purpose and appropriate for the receiver.
• 13. You may need to use hearing aids, sign language, minifying system and symbols to alleviate problems caused by disabilities.
• 14. • Whether the receiver is known to you also plays a major role in determining the effectiveness of your communication. • A known receiver may be better able to understand your message.
• 15. The sender and receiver of a message may be of a equal status within a hierarchy or hey may be at different level. This difference in status sometimes affects the effectiveness of communication process
• 16. • Effective communication requires a high level attention • People may not attentive to massage • Good communicator tries to keep active your audience
• 17. Situation when person fails to distinguish between true dichotomy and artificial one
• 18. • Source and receiver face difficulty in communicating • They may not be able to understand each other
• 19. Can convey caring, understanding, encouragement, warmth, reassurance and affection.
• 20. Sometimes the method of communication needs to take into consideration the receivers personality traits, age and preferred style
• 21. Generally interpreted as indicating interest and attention.
• 22. • Tones includes pleasant, sincere, sorrowful , sarcastic, joyful or anger. • The same words said with different tones of voice can have different meanings.
• 23. •Socially, sexual differences have been used to justify different roles for men and women, in some cases giving rise to claims of primary and secondary roles.
• 24. • A clean, neat ,appropriately dress individual conveys a positive self image Knowledge and complaisance. • Does influence communication.
• 25. We communicate the way we do because we are raised in particular culture and learn its language, rules, and norms. Different cultures (and sub cultures)may have different rules and norms. Understanding the other's culture facilitates cross-cultural communication
• 26. Humans have four comfort zones. i) Family, Friends ii) Personal iii) Social iv) Public
• 27. •Often a good indicator of a persons attitude. •Open a body position , with the arms held freely at the sides are usually taken to a respective manner or attitude. • Talking with hands. • Clarify your message. • Hold other attention.
• 28. • Lack of Subject Matter • Improper Listening Skills • Lack of Proper Vocabulary • Anxiety • Strong and Quick Learners Domination in the Class • Lack of Proper Orientation