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Chapter 2

Speaking Your Way To The Top - Chapter 2

Management (MGT)
Course Code
J Howard

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MGTC36 Speaking Your Way To The Top Chapter 2
Chapter 2: Getting to Know Your PAL (Purpose, Audience, Logistics)
o Purpose: Telling And Selling ± Three Types of Purposes
- Your business presentation will probably fall into one of three types of purposes:
informative, persuasive, or special occasion
- The Informative Speech (most likely/common throughout your career)
Given to share information with others
Objective is for the information to be related as clearly and effectively as
attention and you want them to retain the information
E.g. talking about your company to prospective employees
- The Persuasive Speech
Used to generate action by the audience or to influence behaviour
to appeal to an audience
Successful speech will draw from all 3 approaches in varying degrees
depending on your style
E.g. persuading your boss to give you a raise or a bank to give you a loan
- Special Occasion Presentations
Can be anything from a welcome speech, an introductory speech, an
acceptance speech, or an exit speech (can occur at a retirement dinner, a
birthday luncheon, an award ceremony, a sports banquet)
o The A In PAL Refers To Your Audience
- Spending time developing an audience profile before you begin to write your speech
is as important as having well-prepared information
there is very little you can do to make your presentation work even if it is the best-
executed presentation
- If you are able to choose a topic yourself, select a subject that interests as many
members as possible
- To get information about your audience, you can ask others who have addressed the
group before, read literature about the company (to learn about its corporate culture),
or ask the program organizer
- Developing the Audience Profile
Demographics: What Do You Know about Your Audience?
x Includes audience characteristics such as age, education, occupation,
socioeconomic group, and marital status
x Factors will affect the way you use language, the information you
choose to include, illustrations and examples, and humour if you are
including any
x The more details you have about your audience, the less risk there is
of offending anyone or of including too little or too much information
x In a business situation, you need to know who will be in your
audience (e.g. will the officers of the company be there?)
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