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Writing & Speaking
for BusinessBy William H. Baker
Chapter Ten
Understand Context Understand Context and Audienceand Audience
Deciding on Strategy
Memorized Manuscript
Extemporaneous Impromptu
Deciding on Strategy
Informative Messages
Persuasive Messages
Indirect Indirect OrderOrder
Direct Direct OrderOrder
Aristotle’s Rhetorical StrategiesAristotle’s Rhetorical Strategies
Rank’s Persuasion ModelRank’s Persuasion Model
Essential Conditionsfor Influence (Graber)
1.1. Audience must be open to persuasionAudience must be open to persuasion2.2. Presenter must possess relevant informationPresenter must possess relevant information3.3. Presenter must have good persuasion skillsPresenter must have good persuasion skills4.4. Presenter must have internal capitalPresenter must have internal capital
Human TendenciesHuman Tendencies
1. Avoid negatives2. Seek positives3. Respond to emotions
Creating the Content
Effective Messages
Clear
Valuable
S: Keep it simple
U: Include the unexpected
C: Explain in concrete terms
C: Make credible
E: Arouse human emotion
S: Tell a story
Memorable
Creating the Content
Opening
Rhetorical question
Appropriate humor related to the topic
Attention-getting visual
Short, memorable proverb
Interesting story
Good or bad example
Creating the Content
AgendaTypes
a. Quantify
b. Identify
c. Organize
d. Symbolize
Agenda
Creating the Content
Six Conditions Enhance Content Effectiveness
Audience has prior subject knowledge
Information is interesting to audience
Information is important to audience
Audience needs immediate application
Information creates vivid mental image
Audience takes written notes during presentation
Body
Creating the Content
Provide all the information the reader wants & needs
WhoWho WhatWhat WhenWhen
WhereWhere HowHowWhyWhy
Body
Creating the ContentCreating the Content
• Repeat major points of the presentation.• Revisit opening hook.• Draw conclusions and recommendations.• Give a challenge.• Express hopes or feelings about message
application.• Conduct question-and-answer session.
Closing
Creating Visual Aids
Common Visual Aids
• Slide shows• Handouts• Objects• Posters & flip charts
Delivering the Presentation
• Be KnowledgeableBe Knowledgeable• Be LikableBe Likable• Be GenuineBe Genuine
Nonverbal Messages
Maintain good eye contact; keep your eyes alive and Maintain good eye contact; keep your eyes alive and active; carry on three-second conversations active; carry on three-second conversations throughout the audience.throughout the audience.
Use gestures to augment the content; gesture with Use gestures to augment the content; gesture with hands above the waistline; make gestures match the hands above the waistline; make gestures match the content; drop hands to the side when not gesturing.content; drop hands to the side when not gesturing.
Be well groomed; wear clothing that is comparable to Be well groomed; wear clothing that is comparable to or slightly more formal than that of the audience.or slightly more formal than that of the audience.
Use the floor space effectively; don’t wander Use the floor space effectively; don’t wander aimlessly; don’t rock back and forth.aimlessly; don’t rock back and forth.
Adapt to Changing ConditionsAdapt to Changing Conditions
Question & Answer TimeQuestion & Answer Time
• Make sure everyone has heard Make sure everyone has heard the questionthe question
• Involve everyone in your Involve everyone in your answeranswer
• Answer each question clearly Answer each question clearly and conciselyand concisely
• If you don’t know the answer, If you don’t know the answer, admit it and then provide an admit it and then provide an answer lateranswer later
• As appropriate, use visuals to As appropriate, use visuals to support your answerssupport your answers
Team-Presentation FactorsTeam-Presentation Factors
Rehearsal Attentiveness
Q & A
Transitions
Visuals
Appearance
Introductions