MGTA 35 Lecture 5: Notes.9
ProfessorHugh Mac Donald
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Presentation excellence is important for the following reasons: Product presentations, team huddles,
running meetings, press conferences, special events, and other forms of oral communication reveal
something about you as a professional; presentations serve as a tool to motivate employees and
communicate effectively about business goals; presentational excellence is required to achieve
Identifying Presentation Opportunities and Purposes:
First step in the presentation process is identifying opportunities. Then identify the purpose within
them. Two types of presentation opportunities available to leaders: Formal presentation (sales pitch
to clients, progress report) and opportunity presentation (huddles and meetings).
Purpose: Presentations can have one of two general purposes: to inform or to persuade (persuading
simply to agree or disagree with an ideas- passive agreement. Persuading audience to take some
action- active agreement or call to action).
After identifying general purpose, formulate a specific purpose- declarative sentence telling the
listeners what you want them to understand/know or believe by the end of your presentation.
These purposes may require audience analysis. Designing a presentation not a linear but a fluid
process, may require changes in these theses, for instance after the analysis.
Persuasive Speeches include three persuasive appeals according to Aristotle: ethos, logos and pathos.
The three are important for persuasive presentations. But the first two, also for designing an effective
Ethos: your credibility as a presenter as well as the credibility of the information delivered in your
presentation. To demonstrate ethos or positive character, demonstrate competence, trustworthiness
and goodwill. There are many ways to develop positive character within your presentation, but you
must make sure the audience is aware of your expertise and knowledge on the subject matter. In
addition, you must conduct research and then cite your sources.
Logos: Refers to the words of a presentation in the context of organisational structure and the
supporting information. Together the structure and the information/research will provide audience
with the logical appeal. Definitions, examples, statistics, quotes, etc.
Strategies for informing: Do not incorporate your emotions and your point of view, or otherwise you
have stopped being objective. Points of view on controversial issues may be valuable and interesting
but should not be included in an informative speech. Secondly, pay careful attention to your
audience’s level of knowledge and understanding when doing your audience analysis to prevent
informing them about things they already know. Vice versa as well when they know little but you
expect them to be experts. Third, try to incorporate variety of supporting material like examples,
quotes, and statistics to make speech more memorable and to appeal to all kinds of listeners.
Speaking to persuade: Maintain ethos, logos and pathos again. In ethos, a way to establish credibility,
evaluate your sources properly. Criteria for evaluating websites- credibility (authors or sources listed,
information linked to other credible sources), objectivity (who sponsors or maintains the website,
hyperlinks or advertisements on the side?), date (when information posted, current, still valid).
Establish common ground because if the audience is shown your share the same attitude towards a
topic, it increases your ability to persuade them.
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