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 ESSENTIAL MANAGERS

Presenting

IMPACT • CONFIDENCE • STRUCTURE

REHEARSING • VISUALS
 ESSENTIAL MANAGERS

Presenting
AILEEN PINCUS

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 Contents
London, New York, Melbourne,
Munich, and Delhi
Senior Editor Peter Jones
04 Introduction
Senior Art Editor Helen Spencer
Executive Managing Editor Adèle Hayward
Managing Art Editor Kat Mead
Art Director Peter Luff
Publisher Stephanie Jackson
CHAPTER 1
Production Editor Ben Marcus
Production Controller Hema Gohil Planning to present
US Editor Charles Wills

Produced for Dorling Kindersley Limited by

06 Putting the audience first
The Stables, Wood Farm, Deopham Road,
Attleborough, Norfolk NR17 1AJ 08 Presenting and selling
www.cobaltid.co.uk

Editors Louise Abbott, Kati Dye, Maddy King, 10 Presenting formally

Marek Walisiewicz
Designers Darren Bland, Claire Dale, Paul Reid, 12 Planning the structure
Annika Skoog, Lloyd Tilbury, Shane Whiting

First American Edition, 2008 14 Selecting a framework

Published in the United States by DK Publishing
375 Hudson Street, New York, New York 10014
16 Opening and closing
08 09 10 11 10 9 8 7 6 5 4 3 2 1 18 Winning with words
DD472—September 2008
22 Introducing visual aids
Copyright © 2008 Dorling Kindersley Limited
All rights reserved
24 Using presentation
Without limiting the rights under copyright reserved above,
no part of this publication may be reproduced, stored in or
software
introduced into a retrieval system, or transmitted, in any form,
or by any means (electronic, mechanical, photocopying, 28 Presenting virtually
recording, or otherwise), without the prior written permission of
both the copyright owner and the above publisher of this book.

Published in Great Britain by

Dorling Kindersley Limited.

A catalog record for this book is available from

the Library of Congress.

ISBN 978-0-7566-3706-4

DK books are available at special discounts

when purchased in bulk for sales promotions,
premiums, fund-raising, or educational use.
For details, contact: DK Publishing Special
Markets, 375 Hudson Street, New York, New
York 10014 or [email protected].

Color reproduction
by Colourscan, Singapore
Printed in China by WKT

Discover more at www.dk.com

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 CHAPTER 2 CHAPTER 3
Preparing and practicing Taking center stage
T

30 Getting word perfect 46 Creating a first impression

32 Pacing yourself 48 Looking confident
34 Being spontaneous 52 Holding the audience
36 Planning the practicalities 54 Calming nerves
40 Respecting other cultures 56 Speaking powerfully
42 Solving problems 58 Succeeding with
formal speeches
44 Being ready for the moment
62 Running the Q&A
64 Answering tough
questions
66 Dealing with the media
68 Talking to reporters

70 Index
72 Acknowledgments

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 Chapter 1

Planning to present
A presentation is a way of informing, inspiring, and motivating
other people. Whether your audience is a group of receptive
colleagues, demanding clients, or strict regulators, your job is
to influence the way they think and feel about your message.
No matter how charismatic you may be, success depends on
careful planning of your content and delivery.

Putting the audience first

Presenting successfully means stepping back from your own knowledge
of your subject. Examine what you want to say and how you convey that
information from the perspective of the audience. Their priorities will
almost always be different from yours.

TIP Identifying the need

BE AWARE OF A presentation serves a very different purpose from a
LANGUAGE written report—it is far more than just another vehicle
Check the language
abilities of your
for information. A presentation allows an audience
audience—if you to gain knowledge by watching, listening, and being
do not share a first inspired by you. Audiences come to not to learn
language, you will
need to make everything you know about a subject, but to gain your
allowances. perspective—they are likely to remember only the big
themes even a short time afterward. Good presenters
understand that audiences are looking for information
in context, not in full detail, so ask yourself what you
can add through yourr presentation of the subject.

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 Putting the audience first 7

Researching the audience

Get to know your audience, even before you plan
your presentation. Talk to the organizer of the
event about their expectations, and if possible,
engage with those attending ahead of time; ask
them about their existing level of knowledge, and
what they hope to hear about. Work out if they
need to be persuaded, informed, educated,
motivated, or a mixture of all. The more you
understand your audience’s expectations, you’ll
be better able to meet them.

TIP
Focusing your message
MATCH THINKING
STYLES Identify the essential information you want your
Is your audience
made up of creative
audience to understand and remember. You should
thinkers or analysts? have no more than three such core messages. Build
You’ll need to tailor your presentation around these points and add
your content and
delivery to match supporting details where necessary—but remember
their thinking style. that less is more when it comes to oral presentation.
Make your key points emphatically and repeatedly
and don’t try to be too subtle or clever. Always look
for the overlap between what you want to say and
what your audience wants to hear.

? ASK YOURSELF...
F
WHO IS MY AUDIENCE?
• Who will be listening?
• What do they already know? Is there a common
understanding to build on?
• What are their expectations? Will they hold any
preconceived notions about the subject?
• What do I want them to learn? What do I expect them
to do with that knowledge?
• What will I say to accomplish my goals?

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 8 Planning to present

Presenting and selling

Presentations serve a great variety of purposes. They can be used to
inspire and motivate people or they can be designed to simply convey
information formally (as in a lecture) or informally (as in a team briefing).
But most often, they are used to promote a product, service, or idea, or
to persuade stakeholders about a particular course of action. In other
words—whether overtly or covertly—most presentations aim to sell.

TIP Pitching your ideas

GET TO THE The better you can meet the needs of your audience,
POINT the more successful your presentation will be. So
Engage your
audience by
when selling anything, from an idea to a product, your
addressing what they presentation should focus on how it will help your
want to know quickly. audience, how it will solve their problems. Whenever
Avoid opening your
presentation with you talk about your idea, product, or service, don’t
background about just list its features—express them as benefits.
you or your Throughout your presentation, your audience will
company—when it
was founded, where be constantly assessing both your trustworthiness and
it’s located, etc. the strength of your “sell.” You need to be able to
“read” their reactions so that you can address their
concerns. Successful presenters do this by inviting
many questions from the audience and encouraging
them to interrupt; the questions and comments from
the audience provide vital feedback.

IN FOCUS... THE TWO-MINUTE

PRESENTATION
We often encounter people casually— should be very easy to understand,
between meetings or in quick describe the solutions you offer,
conversations at conferences. It pays and reflect your passion about what
to develop a two-minute pitch that you do. A good two-minute pitch
introduces you, your business, and the will get you a surprising number of
unique value you can offer. The pitch follow-up meetings.

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EXPECT TO
CLOSE
g successfully in
your presentation

If the presentation is effective, the decision to

buy, or buy in, is a natural next step. Be
prepared to ask for some kind of commitment
and agree to take immediate action, even if it is
only setting up a further meeting.

SHOW, DON’T Visual representations and physical

TELL demonstrations bring sales presentations
to life. People remember what they see
and do for themselves, so be creative.

KNOW YOUR To establish your credibility, you need to know

STUFF a great deal about your product or service.
In addition to handling general, predictable
questions, be prepared to demonstrate your
knowledge in every respect—commercial,
technical, and practical.

BELIEVE An animated, enthusiastic presentation is a

WHAT YOU must. Buyers do not want to buy from someone
ARE SAYING who doesn’t appear fully committed to the
product, even if it is relevant to their needs.

SELL The presentation must center on what matters

BENEFITS, NOT most to the buyer—general discussion won’t
FEATURES do. Talk about specific benefits. How does the
product or service help to solve a problem or
improve a situation?

13/6/08 18:09:14
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10 Planning to present

Presenting formally
In many presentations, you are in control of what you say and how you
say it. But be aware that some types of presentation are much more
formal, following rules, requirements, timescales, or formats dictated by
the audience or a by a third party. They include presentations to boards,
regulatory bodies, and examination and assessment panels, all of which
require high levels of planning and rigorous attention to detail.

TIP Keeping focused

EXPECT TOUGH When you are asked to make a formal presentation,
QUESTIONS always request guidance about what is expected from
Formal presentations
to boards and panels
you—what is the desired length, content, and context
may be met with of your material. Play it safe—don’t attempt to be too
adversarial innovative with the structure; rather, stick with a tried
questions—boards
may view harsh and tested formula:
questioning as
perfectly acceptable,
so come prepared HOW TO...
with robust answers.
STRUCTURE A FORMAL
PRESENTATION
Introduce the topic, the argument you are about to make,
and the conclusion that you will reach.

Develop your arguments clearly and persuasively,

justifying what you say.

Make a conclusion: summarize your main arguments and

explain the relevance of the conclusion made; explain why
you are confident of your conclusion.

Facilitate discussion of your presentation; check that

everyone has understood exactly how you have arrived
at your conclusion.
 Presenting formally 11

Keep your presentation concise Being a panelist

and limit the detail that you
include. If presenting to a board Panel presentations are often a
of directors, for example, bear in feature of conferences. If you are
mind that they don’t get involved asked to be a panelist, make sure
in day-to-day management and you understand the specific areas
have many demands on their time. or questions you have been invited
Focus on what they really need to to address. Find out who is talking
know, but ensure you don’t before and after you, and what
withhold anything important— they are focusing on to avoid
choose your words very carefully repeating their content.
to ensure that you cannot be Build flexibility into your
interpreted as being misleading. presentation, since time slots often
shift to accommodate delays.
Make sure you have time to
Preparing to succeed present your key points. If you feel
the topic is too complex for the
Before a formal presentation, seek time frame, suggest an alternative.
out people who know the
members of the board. Find out
everything you can about their Following protocol
backgrounds, concerns, and
predispositions. Use what you have Some expert panels are very
learned to prepare your arguments; formally structured, with individual
if appropriate, try to gain advance members asked to stand and
support for your position with present on a topic in turn before
members of the board. fielding questions from other
Confidence is another key panelists or the audience. Others
success factor. You will be are much looser, with any panelist
expected to take a strong stand permitted to interject, or add
and support it with compelling remarks or questions at any time.
evidence. Handle challenges with If the format of your panel is
calm assurance and keep in mind unstructured, always be attentive
that it is your position, rather than while others are speaking, don’t
your personality, that is under interrupt others too often, and
attack. Finally, if you are presenting don’t speak for too long. No
with colleagues, make sure you matter how informal the structure,
“get your story straight”—that always take the time to develop
your materials are consistent. your key messages in advance.

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 12 Planning to present

Planning the structure

There are many ways to organize your ideas to create an effective and
convincing presentation. Sometimes, the content you need to convey will
fall more naturally into one type of structure rather than another. There
may also be an element of personal preference—you may simply feel
more comfortable with one type of structure than another. But however
you choose to organize, the end result must achieve your communication
goal. In other words, content always dictates form, not vice versa.

Setting out the basics

All presentation structures share three high-level
elements: the introduction or opening, the body or
main content, and the conclusion or close. Most of
your time will be spent
nt delivering the body, but don’t
underestimate the importance of opening with an
uction that
res the audience’s
tion, and tying
thing together
e close.

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 Planning the structure 13

• The introduction: Think of your opening as a TIP

promise to the audience. It should tell them what they
are going to hear, and why it is important. This section KEEP IT
needs to get their attention and give them a reason to BALANCED
Your structured
keep listening. content should
• The body: This is where you deliver on the promise fall roughly into
you made in your introduction. Here you deliver the these proportions:
10 percent
facts, analysis, explanation, and comment to fill out introduction,
your message. Sustain interest by keeping the 75 percent body,
opening promise in mind, and making sure every and 15 percent
conclusion. Let
element advances that goal. each section fulfill
• The conclusion: Your close is the “so what?” of your its function: don’t
overload the
presentation. Remind the audience of your key points introduction or
and clearly articulate where they lead, or conclusions bring in new ideas
that can be drawn. An effective close demonstrates in the conclusion.
your conviction about the action you are suggesting
or the position you hold. While you should spend
no more than 15 percent of your presentation time on
the close, remember that it will probably be the
section that your audience remembers most clearly.
Whatever you want them to remember, say it now.

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 NUMBERED LIST

PROBLEMS AND SOLUTIONS

FEATURES AND BENEFITS

DEDUCTIVE OR INDUCTIVE?

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 MESSAGING

STORIES AND CASE STUDIES

COMPARE AND CONTRAST

OPTIONS AND OUTCOMES

TIMELINE

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16 Planning to present

Opening and closing

Two simple observations of human interaction will help you plan a
powerful presentation. First, you only have one chance to make a first
impression; and second, people remember longest what they hear last.
These observations suggest that the opening and closing parts of your
presentation have particular importance. It pays to practice getting these
moments right—making them clear, powerful, and engaging.

TIP Opening powerfully

MAKE FRIENDS The opening to your presentation serves many
Establish a good functions: it grabs the attention of your audience,
rapport with the
audience early.
establishes your credibility, and sets the stage for
Greet them warmly; what is to come. Don’t begin with an extended
ask them how they introduction, lengthy thanks to your hosts, or a
are enjoying the day.
recitation of the agenda—you may not be able
to engage your audience after such a slow start.
Instead, explain to your audience how listening to
you will be of benefit to them, and through your
confidence, let them see your competence.

IN FOCUS...
ESTABLISHING
T YOUR CREDIBILITY
T
Credibility is everything. Your you bring to the issue and why you
audience needs to buy into you are qualified to speak; then show that
in order to buy into your message. you understand the information and
Introducing yourself (or being can apply it independently. In order
introduced) with your academic or to keep your credibility throughout,
professional credentials in specific you will need to show that you want
fields may help, especially at formal to communicate, and are prepared to
or academic conferences, but work to do so. You don’t have to be
credibility isn’t just a function of word-perfect, but you do need to be
title—it is a product of confidence, focused and organized with what you
preparation, and experience. Explain do know. Your preparation and
to your audience what experience readiness will speak volumes.
 Opening and closing 17

Capturing attention Elevating endings

Be yourself at your most engaging. You will probably feel relieved as
Rehearse your opening many the end of your presentation
times—out loud and in front of a approaches, but don’t be in a rush
mirror—and don’t be tempted to to finish: your final words are likely
improvise. Pump it up, but don’t to be those that persist longest in
force jokes or stories into the your audience’s memory. End with
opening if it’s not in your character. a summary of your key points, or
Most of all, be audience-centered; deliver a call to action resting on
find common ground with the those points, which will make sure
audience early on. Try using: they are remembered—in other
• Interesting or entertaining quotes words, make sure your ending
• Unusual or startling statistics addresses the objectives you had
• Interesting survey results when starting out.
• Short anecdotes However you choose to end your
• Personal stories of experiences presentation, make it meaningful
or lessons learned and memorable. Don’t end by
• Outlines of problems and how introducing new ideas that you
you would solve them. don’t have time to support.

TIP CLOSING A PRESENTATION

BACK IT UP
Always provide
follow-up materials
!
F ST TRACK
FA OFF TRACK
so that you continue
your dialog with
the audience. Keep Ending on a positive Ending abruptly without a
these printed note, even if you’ve summary or call to action,
materials concise delivered negative or by calling for questions
and relevant to the
presentation—too information prematurely
wide a reach can
be off-putting. Restating, rather than Introducing new
reexamining, key points information toward the
in your material end of your presentation

Being concise Running out of steam or

rushing for the finish line

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18 Planning to present

Winning with words

When you make a presentation, your job is to make the audience
understand, recall, and respond to your message. Your success as a
speaker depends on your delivery of the message, and this cannot be
separated from your choice of words, forms of expression, and the
mental images that you conjure up as you bring your words to life.

TIP Convincing and persuading

STAND UP Persuasive speech, or rhetoric, asks that an audience
Whenever possible, goes beyond passive listening. Its purpose is to elicit
present standing
up. It will help you
agreement—for example, that a crisis is looming and
command attention, action is necessary—“to avoid crisis, we must....” The
and provide better tools of rhetoric were developed in classical times by
breath and voice
control. great thinkers such as Plato and Aristotle, for whom
verbal artistry was not just a means to an end, but
also a way to arrive at truths about politics and justice.
Aristotle, for example, relied most heavily on logic
to support his arguments, but also recognized the
importance of ethos and pathos.

CLASSICAL RHETORIC

TYPE OF CHARACTERISTICS EXAMPLE

RHETORIC

Ethos An appeal based on the integrity and “As a leading orthopedic

reputation of the speaker. You may not surgeon, I recommend this
understand the reasoning, but you child safety seat.”
trust the speaker.

Pathos An appeal to the emotions of the listener, “Give your children the
such as love, compassion, fear, or greed. protection they deserve
Often personalizes the argument. with our safety seats.”

Logos An appeal to the listener based on logic. “Fatalities drop 37 percent

This would include evidence and reason. with our safety seats: the
conclusion is clear.”
 Winning with words 19

USING ACTIVE PHRASING

!
FAST TRACK OFF TRACK

“Sales are rising. That’s better than “Surpassing our expectations,

we expected.” sales are rising.”

“We’re making real progress.” “Progress is being made.”

“Training is necessary and it fits “Training, with respect to our current

our timeline.” timeline, has been found necessary.”

“We can understand complex ideas “Complex ideas, provided they’re

if they are presented well.” presented well, can be understood.”

TIP Creating moments

MIX YOUR Beyond the use of clear structure and good narratives,
MESSAGE there are many verbal techniques to help your
A rounded
presentation
audience remember what you say. Use these sparingly
combines several to emphasize key points—sprinkling these devices too
different types of liberally throughout your presentation will dilute and
arguments—try
mixing ethos and therefore spoil their effect:
pathos in your • Alliteration: “the sweet smell of success”
summing up for a • Grouping words in threes: “friends, Romans,
powerful closing.
countrymen”
• Acronyms: “Audience, Intent, Message—AIM”
• Allegory: “I have a dream”
• Repetition: “Location, location, location”
• Mnemonic: “Thirty days has September...”
• Personification: “This product will be your
faithful companion”
• Rhetorical questions: “Can one product really
deliver all these benefits?”
• Using a motif: returning to a symbol or visual image
throughout your presentation to add continuity.
 20 Planning to present

TIP Eliminating interlopers

HOLD BACK THE Many speakers insert a word or syllable to fill what
PAPERWORK they perceive as an awkward gap. These filler words—
If you choose to
distribute printed
er, um, ah, and so on—bubble up because we are all
dt t ti Wh th

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 Winning with words 21

CASE STUDY
The personal touch practical application in my life, but ten
Steve Jobs, the cofounder of Apple years later, when we were designing
Computers, is widely renowned for his the first Macintosh computer, it all
memorable presentation skills. Jobs came back to me… It was the first
often fuels his public appearances computer with beautiful typography.
and speeches with some personal If I had never dropped in on that
anecdotes that allow those who are single course in college, the Mac
outside his industry to understand would have never had multiple
and be inspired. typefaces or proportionally spaced
fonts. And… it’s likely that no personal
“Because I had dropped out and computer would have.”
didn’t have to take the normal classes,
I decided to take a calligraphy class… Steve Jobs, Commencement Address,
None of this had even a hope of any Stanford, California, 2005

Using narrative elements—the “what happened,”

or sequence of events, followed by
Six of the most powerful words in the “lesson learned” or moral,
the English language are “Let me based on those events.
tell you a story.” Narratives bring To increase the likelihood further
facts and figures into context and that your audience will retain your
lift presentations out of the realm message, distribute a printed
of dry tutorials. They provide a handout to supplement your oral
showcase for the presenter to presentation. It may be a simple
demonstrate real passion and grasp reprise of your presentation; it may
of the issues, particularly if the contain additional information,
narrative resonates on a personal elaborating on points you have
level. Crucially, they—like no other made; or it may be a list of
device—will captivate the listener. additional reading. A handout is a
Learn to use stories effectively, useful tool (essential in academic
by reading and listening to environments), as long as it is
accomplished storytellers. Draw on thoughtfully structured—it should
your own experiences and practice not just be a place to dump your
honing them into stories by telling additional research. Always explain
them in informal situations. the purpose of your handout to your
Stories can take diverse forms, audience, and never assume that it
but to be useful in a presentation will be read—it is no substitute for
they should have two basic your oral presentation.
22 Planning to present

Introducing visual aids

It is said that a picture is worth a thousand words, and using visual aids in
your presentation undoubtedly heightens impact and improves audience
retention. In business, the term “visual aid” often reads as shorthand for
PowerPoint™ or other presentation software, but you don’t need a
computer to add visual flair. A simple prop can make an unforgettable
point, and flip charts are foolproof, not to mention cheap, and portable.

TIP Preparing to impress

BUILD SUSPENSE Visuals are of little value unless they clarify and
Keep a prop covered illustrate your message. When planning your
on the table in front
of you before you
presentation, first establish its basic outline; then refer
use it; this will help closely to the content to identify the points that would
create intrigue and benefit from visual treatment. Consider what kind of
anticipation.
visuals will help you communicate your information
and where you can use them in your presentation to
greatest effect. Will maps help your audience get a
handle on locations? Will graphs or pie charts really
help them to understand figures?
Then consider how much time you will need to
invest in finding or generating the visual aids—would
your effort be better spent refining
and practicing your delivery?
IN FOCUS... Some visual aids require little or
RETAINING VISUAL no preparation. Props are objects
that help reinforce a point or grab
INFORMATION attention and they are particularly
A study at the University of useful if you want to evoke an
Pennsylvania’s Wharton School of emotional response. Props can also
Business found retention rates of
be passed around the audience to
verbal-only presentations ran at
about 10 percent. Combining engage their senses of smell,
verbal with visual messages touch, and even taste. Use props
increased retention rates by nearly sparingly, and integrate them well
400 percent to 50 percent. into your presentation so they
are not perceived as gimmicks.
 Introducing visual aids 23

Making images work message for themselves. Don’t talk

over a photograph—introduce it.
The most common presentation Even a simple photograph of a
tools today are the slide or building will generate more impact
digital projector, which can carry than a verbal description alone.
text and graphics, and the video Think very carefully before using
player. Each needs to be used video. Most people are used to
thoughtfully and sparingly; if you high production values and as such
bombard your audience with slide anything less could work against
after slide, chances are they will you. Customer testimonials work
retain very little, and a long video very well as video clips, but if you
presentation is the perfect time are planning on using a video
to grab a nap. element you do need to be
Remember that the audience selective, since the average time
needs to be inspired and gain your allocated for a speech is five to
perspective on the subject. You seven minutes. Anything over a
can only provide these yourself. couple of minutes of clips and it
When using an image to make will appear that your speech is just
a point, cut down on narration and a distraction for the main event—
allow the audience to discover the the video clip!
24 Planning to present

Using presentation software

Multimedia projection software has become a standard tool for business
presentations. Used with care, the software can greatly enhance the
impact of your communication, but beware its seductive nature, which
invites you to fill your slides with ever more content and embellishment.

Getting to the point

Creating slides in a dedicated presentation package,
such as PowerPoint™ or Keynote™, is easy. But using
these tools to communicate effectively is a bigger
challenge. First ask yourself if your presentation will
actually benefit from slide formatting; it may be just as
effective—or more so—to use props, videos, handouts,
or just your own voice and authority. For example,
slides are not the best way to present lots of data
(handouts are much better), but they are effective for
showing the relationships between data sets.
Slides are not a magic pill: they won’t organize a
disorganized presentation; they won’t give a point to
a presentation that doesn’t really have one; and they’ll
never make a convincing presentation on their own.
What your slides can do is reinforce your points,
drawing attention to them as you present.

TIP Choosing the cues

KEEP IT SIMPLE When you elect to use multimedia projection tools,
If you find yourself use them for what they are good at—showing rather
apologizing for the
complexity of a slide,
than telling information. Findings from cognitive
take it out. scientists suggest that because visual and verbal
information is processed separately, audiences have
a difficult time absorbing both at the same time.
This means that you should let images do their own
talking, and keep text minimal.
 25

TIP Streamlining your content

AVOID “EXTRAS” Less is more. Use your slides to emphasize key points
If you show it, speak in your presentation rather than as a security blanket—
it—don’t leave your
audience wondering
they have far more impact when used sparingly. Don’t
why you didn’t include complex charts or graphs, assuming people
address something will look at your handouts later to decode them—if a
you put on a slide.
graphic can’t be understood during the presentation,
take it out or simplify it. Try breaking it into several
separate slides; it can be very effective to use a series
in which information is “built” with each slide.
Simplify the information on each slide—use no
more than five lines of text per slide, and no more
than six words per line. Some presenters tend to load
their slides with bulleted lists, then deliver their
presentation by expanding upon the points. This
approach fails to engage the audience; rather than
recapping bullet points, try replacing them with
intriguing keywords that invite your explanation.

WRITING EFFECTIVE SLIDE TEXT

!
FAST TRACK OFF TRACK

Using punchy key word bullets, Using long bullets or paragraphs

such as: of text, such as:
• Revolutionary • Powered by rotary not
• Adaptable conventional engine
• Able to work in temperatures
of –15 to 120°F

Capitalizing only the first word Using all capitals, excessive

of each sentence underlining, or type effects

Proofreading your text by reading Using abbreviations or

it backward industry jargon
26 Planning to present

Making great visuals ? ASK YOURSELF

WILL MY VISUALS
You don’t need to be a graphic
designer to produce effective
WORK?
slides. The key—as with text—is • Will the type you’ve used be
to keep things simple, and stick to legible when projected? Colors
one, consistent graphic language. and sizes may be fine on your
Limit yourself to two fonts and two computer screen, but not when
type sizes for the presentation, and enlarged by a projector.
use the same conventions • Are image file sizes manageable?
Overly large files tend to load slowly
throughout—for example, bold and may stall your presentation.
text to denote a heading, and • Is the room dark enough for your
italics for quotes. Keep font styles slides to be seen? Balance the
and colors consistent from slide to illumination in the auditorium so
slide so your audience doesn’t that you can still see your
have to stop and consider whether audience, and vice-versa.
• Is the type large enough? A good
any differences are significant to
guide is to add 2 in (5 cm) of
their meaning. Use sans serif* fonts character height for every 20 ft
for their clarity and clean lines, and (6 m) of distance between your
consider using white text on dark slide and the audience.
backgrounds to reduce glare.
Resist the temptation to present
every graphic you have access to:
use no more than two images on
one slide, and no more than three
separate curves on one graph.
Be imaginative with your images.
They don’t need to be literal or
combined with text—projecting a
single, powerful image will help to
vary the pace of your presentation
and open up discussion.

*
*Sans serif —
face that
out serifs—
ation added
to the end of
strokes that make
up letters.
 Using presentation software 27

TIP Using conventions

LOOK K AT THE Your audience won’t have long to interpret complex
AUDIENCE graphics, so always simplify to the essentials, and take
Don’t use your slides
as prompts for
advantage of familiar visual conventions: for example,
yourself. It will use the color red to suggest negative numbers, stop,
encourage you to or danger; use pie charts for relative proportions; and
make slides that are
for you rather than use ascending lines to indicate growth. There is no
your audience. need to reinvent the wheel. Beware of gimmicks, such
What’s more, it will as animated transitions between slides. Movement is
make you look at
the screen, rather very distracting when processing information, and
than at the audience. such effects should be used sparingly.

OW TO...
WORK WITH SLIDES
Begin your presentation with a blank slide
so that the audience doesn’t read ahead.

Show slides only when you are talking

about them. Don’t leave them up.

Spend no more than two minutes

addressing a slide.

Direct your audience to a slide

using a hand gesture.

Walk your audience through each slide

following natural reading patterns (left to
right, top to bottom in Western cultures).

When presenting a complex slide, allow

the audience some time to absorb the
information before you talk.

27_DD472_CMYK 27
7
28 Planning to present

Presenting virtually
Fast and near-ubiquitous broadband connections have made the delivery
of remote, virtual presentations cheap and reliable—a far cry from the
days when video conferencing involved expensive, complex equipment
for both the sender and receiver. Getting the best from virtual delivery
methods involves combining conventional presenting skills with a new
range of techniques.

TIP Benefiting from technology

CHECK IT Delivering your presentation online means your
WILL WORK audience can watch, listen, and take part from
Always check the
compatibility of
anywhere in the world. It saves time, travel, and
technologies used expense, and it appeals increasingly to generations
for conferencing. of business people for who the computer has always
Some are dedicated
applications that taken center stage.
must be installed on
the users’ computers;
some are web-based.
The presenter may
talk over a telephone
line, pointing out
information being
presented on screen, SUCCESS IN REMOTE PRESENTATIONS
or audio may be
incorporated into the
software package.
+
+
+
+
+
 Presenting virtually 29

Choosing your format

Web conferencing is the direct descendent of video
conferencing, allowing live meetings or presentations
to take place over the internet or company intranet.
The meeting may be referred to as a webcast, where
there is little or no audience participation, or a
webinar, where participation is encouraged—via the
web, phone, or email. Podcasts can deliver messages
that can be viewed on handheld devices or cell
phones. All these technologies are increasingly being
used to reach staff, investors, and the media, but
should always be considered as additions to face-to-
face presentation, rather
than a replacement. The
biggest challenge is
keeping your audience
engaged when you are
not physically present.

+
+
+
+
+
+

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8:2
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