Business Communication (Module III)

Presentation
Merriam Webster dictionary defines presentation as a descriptive or persuasive account (as
by a salesman of a product). A presentation is the process of presenting a topic to an
audience. It is typically a demonstration, introduction, lecture, or speech meant to inform,
persuade, or build good will. The term can also be used for a formal or ritualized introduction
or offering, as with the presentation of a debutante. (Wikipedia)
A business presentation is a formal speech about business topics, practices, services or
products. A business presentation is typically carried out using audio/visual presentation
material, such as projectors and statistical documents created with presentation software, or
more rudimentary materials such as flip charts and whiteboards. (wisegeek.com) Companies
and organizations often utilize business presentations as a means of selling an idea or
product, for training purposes, or to motivate the audience. (Anna Windermere)
A formal presentation is divided into two broad categories: Presentation Skill and Personal
Presentation. These two aspects are interwoven and can be described as the preparation,
presentation and practice of verbal and non-verbal communication. (G. Blair) Thus, business
presentation can be defined as a formal speech communication about a product, service or
an organisation or any business proposal/ report, intended to inform or persuade the
audience. A business presentation may use various aids to make the idea incorporated in the
speech more explicit. These aids could vary from flipcharts to white boards, from audio-
visuals to power-point.
Importance of Presentation
 Being an excellent presenter can give your career a boost and bring you opportunities:
Career growth necessitates presenting ideas to others Good presentations skills are
useful both internally and externally. There are times when you need to give
presentation to your superiors about various issues in relation to business activities or
performance.
 Presentation is Important for Individual Success in the workplace: For many
individuals the first important presentation they deliver might be to get selected as an
important member in an organisation.Besides, you may need to stand in front of
external audience or the clients. By virtue of good presentation skills, you can attain
professional development and success.
 Presentations are Important for Business Success: Business leaders are often
expected to present their message with confidence and clarity to staff, clients,
partners, investors and sometimes the public. Millions of rupees can ride on these
presentations.
 Presentations are Important for Stress Reduction: The financial cost of stress to
organizations can be devastating. Work related stress can be demoralizing to staff,
management and executives. Effective presentation skills reduce miscommunication,
which is likely the biggest cause of work related stress.
 Presentation Skills are important for timely communication:A prepared presenter will
always make their presentation in a timely manner.

1|Page
  Presentation skills are Important for Public Image & Opinion: It might seem unfair, but
people will often judge an organization by assessing the presenter of an institution.
Better presentations don't guarantee success but they give a stronger chance of
success.
 Presentation makes you a Leader: Narendra Modi ji is considered to be a great
presenter and a communicator. Leadership in community, association or organization
demands effective presentation skills. Every cause needs a leader. Every leader
needs to be able to stand up and deliver a clear and inspiring message.

Essentials for making a Presentation Work

The single most important objective of communication is not the transmission but the
reception of the message. The whole preparation, presentation and content of a
speech must therefore be geared not to the speaker’s convenience but to the
audience’s requirement. The presentation is to appeal to the audience and to hold
their attention long enough to sell the point.
A. The Plan Effective presentations: This requires significant planning. Take the time
to prepare from the day you know you will be presenting. Avoid procrastinating. You
will want as much time as possible to research and practice.
B. Formulate your Objectives: The starting point in planning any speech is to formulate
a precise objective. This should take the form of a simple, concise statement of intent.
For example, the purpose of the speech/ presentation may be to obtain funds, to
evaluate a proposal, or to motivate a team.
C. Identify the Audience: The next task is to consider the audience to determine how
best to achieve the objectives in the context of these people. Essentially this is done
by identifying their aims and objectives while attending the presentation.
D. Structure All speeches: should have a definite structure or format. If the presenter
does not order the thoughts into a structured manner, the audience will not be able to
follow them. For instance, the structure will determine the style, aids and script to be
used while making a presentation.
 Sequential Argument- One of the simplest structures is that of sequential
argument which consists of a series of linked statements ultimately leading to a
conclusion.
 Hierarchical Decomposition- In hierarchical decomposition the main topic is
broken down into sub-topics and each sub-topic into smaller topics until
eventually everything is broken down into very small basic units. These basics
units are explained and illustrated to the audience for better understanding.
 Audience Orientated- By considering your particular topic and your specific
audience, you can develop an interesting presentation. Not all information
lends itself to the same type of presentation or to the same group of people. A
serious subject would be treated differently from a lighthearted theme complete
with joking and laughing. Tailor the presentation and your delivery to the topic
and audience.
 The Meaty Sandwich- The simplest and most direct format of presentation is
the meaty sandwich. This is the simple beginning-middle-end format in which
the main meat of the exposition is contained in the middle and is preceded by

2|Page
 an introduction and followed by a summary and conclusion. This is really the
appropriate format for all types of presentations.
E. Create a rapport: Presenter should plan exactly how he/ she wishes to appear
before the audience and use the beginning to establish that relationship.
F. The Ending:The final impression presenter makes on the audience is the one they
will remember. Thus, it is worth planning the last few sentences with extreme care.
As with the beginning, it is necessary first to get their attention, which will have
wandered. This requires a change of pace, a new visual aid or perhaps the
introduction of one final culminating idea.
G. Visual Aids: Most people expect visual reinforcement for any verbal message
being delivered. It is useful to understand what the audience is accustomed to, for
two reasons: firstly, the presenter can meet their expectations using the overhead
projector, a slide show, or even a video presentation; secondly, if the presenter
departs from the framework of a speech, he/she may come back to track.
H. The Delivery: The presenter has the power both to kill the message and to
enhance it a hundred times beyond its worth. A manager’s job is to use the
potential of the presentation to ensure that the audience is motivated and inspired
rather than disconcerted or distracted.
There are five key facets of the human body which deserve attention in
presentation skills: the eyes, the voice, the expression, the appearance, and
how you stand.
 The Eyes- The eyes are said to be the key to the soul and are therefore the
first and most effective weapon in convincing the audience of the honesty,
openness and confidence in the objectives of presentation. During
presentations, it is important to hold the gaze fixed in specific directions for
five or six seconds at a time. Shortly after each change in position, a slight
smile will convince each person in that direction that the presenter has seen
and acknowledged them.
 The Voice- After the eyes comes the voice, and the two most important
aspects of the voice for the public speaker are projection and variation. It is
important to realise from the onset that proper voice modulation, intonation
and pitch can help make the presentation effective.
 Expression- The audience watches your face. If the presenter is looking
listless or distracted then they will be listless and distracted; if the presenter
is smiling, they will be wondering why and listen to find out. The
presentation is enhanced by facial reinforcement. Thus, in a speech one
must compensate both for stage nerves and for the distance with the
audience.
 Appearance- When giving a presentation, one must dress for the audience,
not for oneself. Thus, a formal dress code is preferable.
 Stance- A presenter has to adopt a distinct posture or stance to deliver the
presentation. The stance and posture will convey a great deal about the
presenter. Therefore, the stance should not convey boredom. The whole
body of the presenter should act as a dynamic tool to reinforce his/her
rapport with the audience. The perennial problem is what to do with the
hands. These must not wave aimlessly through the air, or fiddle constantly
3|Page
 with a pen, or (worst of all visually) juggle change in the trouser pockets.
The key is to keep the hands still, except when used in unison with the
speech.

Following points should help using right techniques of Speech—

1. Make an impression
2. Repeat key points
3. Draw to explain, if need be
4. Use humor, if need be
5. Plain speech is also welcome
6. Make it short and sweet i.e. manage time
7. Write the script for narration
8. Practice, practice and practice
9. Rehearse
10. Relax during the presentation
11. Conclude with main points of the presentation

Presentation tips for an Effective Presentation:

Presentation is very important while facing an interview or in professional life, we may be
asked to prepare a presentation of 5 to 20 minutes.The basic tips before a presentation are:
A. Practice: try to practice where you'll be delivering your talk. Some acting strategists
suggest rehearsing lines in various positions – standing up, sitting down, with arms
open wide, on one leg, or in front of a mirror.
B. Dress smartly: don't let your appearance distract from what you are saying.
C. Arrive early: it's always best to allow yourself plenty of time to settle in before your
talk and adapt in the environment
D. Speak clearly, firmly and confidently as this makes you sound in control. Don't
speak too quickly: you are likely to speed up and raise the pitch of your voice when
nervous. Give the audience time to absorb each point.
E. Say hello and smile when you greet the audience: your audience will probably look
at you and smile back: an instinctive reaction.
F. Transform nervous energy into enthusiasm: make sure that you are enthusiastic
and energetic before a presentation as an enthusiastic speech win over an
eloquent one
G. Don’t read, make an eye contact with the audience: look at everyone in the
audience from time to time, not just at your notes or at the power point slides. Don't
read out your talk, as this sounds boring and stilted, but refer to brief notes jotted
down on small (postcard sized) pieces of card
H. Work on your pauses: Don’t be afraid to slow down and use pauses in your
speech. Pausing can be used to emphasize certain points and to help your talk
feel more conversational. If you feel yourself losing control of your pacing, just take
a nice pause.

4|Page
I. Don’t load the information: presentations should be full of useful, insightful, and
actionable information, knowing what to include, and what to leave out, is crucial to
the success of a good presentation.
J. Be entertaining and actively engage the audience: including some jokes and light-
hearted slides is a great way to help the audience feel more comfortable. Asking
the audience what they think, inviting questions, and other means of welcoming
audience participation can boost engagement and make attendees feel like a part
of a conversation
K. Drink Water: Dry mouth is a common result of anxiety. Keep a bottle of water at
arm's reach while presenting in case you get dry mouth while talking.
L. Don't Fight the Fear: Accept your fear rather than trying to fight it. Getting yourself
worked up by wondering if people will notice your nervousness will only intensify
your anxiety.
M. Structure your presentation with an introduction, body and conclusion. In an
introduction brief about the aims and objectives, cover the story in the middle and
summarize the presentation in the end.
N. Admit You Don’t Have All the Answers: we all know that nobody can ever know
everything about a given topic, admitting so in a presentation can actually improve
your credibility.

5|Page
Power Point Presentation Tips

6|Page
Some Terms:
Glossophobia: Means fear of Public Speaking or Speech anxiety or stage fright. Almost
everyone faces that before making a speech in the public or making a presentation in a
business situation. The solution is to learn how to manage or overcome it. Here are some
tips:

1. Know your material: This doesn’t mean you should memorize your presentation, but you
should know what you want to say and have an outline of the key points. Give special
focus to the introduction, because this is when you are likely to be most nervous.
2. Script your presentation: Write down the script of your presentation. Read and practice
it many times so that you are confident with your speech.
3. Practice, Practice, Practice: You should continue practicing until you’re comfortable with
what you’re going to say. Then practice more. Your confidence will increase as you
realize that you know what you’re going to say.
4. Videotape your presentation: You can note if changes are needed. And make
necessary corrections.
5. Work on audience questions:Jot down a list of questions you might be asked and be
prepared to answer them.
Group Presentations:
A group presentation is presented by the members of a group. You should remember the
following in a group presentation:
Stage 1: Before the Presentation
a) Planning the presentation contents: Research the required topic and collect relevant
information. Analyse the data and decide what is important or unimportant.
b) Sharing the responsibility: Each member should contribute in the total process of
presentation from planning until the delivery and feedback stage.
c) Developing the content:Writing the script, choosing appropriate examples and aids for
delivering the presentation.
d) Organizing the content:Order the points and make a proper sequence of the contents.

7|Page
e) Creating transitions: Each member should know his or her role and sequence. Plan the
transition should be smooth and uninterrupted.
Stage 2: Practising the Presentation
a) Practice: Individual role
b) Practice: Turn-taking
c) Practice: Handling questions

Stage 3: Delivery
a) Introduction: Introduce all the members
b) When not speaking: Listen to the speaker and wait for your turn
c) Visual aids: In case you are handling the aids, be prompt in changing the slides as per
the requirement. Reduce technical glitches as much as possible.
d) Coordinate and Collaborate: Be a Team Player! During Q&A, be collaborative. Answer
questions if your friend goes clueless.
e) Conclude: Conclude as a Team. This does not mean each one speaks, but each one
faces the audience at the end.
Group Discussion
A GroupDiscussion is a formal discussion made by a group of individuals to bring up ideas,
solve problems or give comments. Business management is essentially a group activity and
working with groups is perhaps the most important parameter of career success as a
manager.
The four main areas tested in a GD include:
i. Content Analysis
ii. Communication skills
iii. Group dynamics
iv. Leadership
Content Analysis
Content is a combination of knowledge and the ability to create coherent, logical arguments
on the basis of that knowledge. Merely memorising facts is pointless. We need an in-depth
understanding of various issues as well as the ability to analyse the topic and build
arguments.
Communication skills
Communication is a two-way process, and the role of the listener is critical.
The listener has his/her own interpretation of what you say. Unless you listen, you cannot
figure out whether he or she has understood you.
Unless you listen, the points you make may not fit in with points made by others. It is easy for
an experienced evaluator (moderator) to realise you aren't listening.
Besides listening, you also need the ability to:
 Express your ideas in a clear and concise manner.
 Build on others' points.
8|Page
  Sum up the discussion made by the entire group.

Group dynamics
A GD is a formal peer group situation and tests your behaviour as well as your influence on
the group. Formal language and mutual respect are obvious requirements.
 You need to show willingness to listen and discuss various points of view.
 Do not take strong views in the beginning itself; try and analyse the pros and cons of a
situation.
 Learn to disagree politely, if required. In fact, it is far better to put forward your point of
view without specifically saying 'I disagree' or 'You're wrong'.
 Show appreciation for good points made by others. You can make a positive
contribution by agreeing to and expanding an argument made by someone else.
 Seize the opportunity to make a summary near the end or, even better, a part
summary.
 Partial agreement or part consensus is a sign of the group's progress.
 Complete agreement is impossible in the timeframe allotted.
Leadership
One of the most common misconceptions about leadership is that it is all about controlling
the group. However, for the GDs, leadership is all about giving direction to the group in terms
of content.
 It is about initiating the discussion and suggesting a path on which the group can
continue the discussion.
 A good leader is one who allows others to express their views and channels the
discussion to a probable decision or conclusion on the given topic.

Types of GDs
i. Topic-based
 Knowledge intensive: Here, the background knowledge of a subject is required for
effective participation (for example: Should India go in for full convertibility of the
rupee?).
 Non-knowledge intensive: Requires structured thinking, but subject knowledge is not
required (for example: Do women make better managers?)
 Abstract: Requires out-of-the-box thinking, analogy and example-based discussion
(For example: Money is sweeter than honey, blue is better than red).
ii. Case studies
A structured discussion of a specific situation is given as a case. Sometimes, you will be
asked to enact a role play where each participant is allotted a role to play, with relevance to
the case study.
iii. Group tasks

9|Page
These are an extension of case studies where specific objectives are to be achieved as a
group.

Conducting GDs
Normally 8-10 participants are taken as a group, though in some cases, up to 16 people may
be included in a group. The GD lasts for 10-15 minutes.
For a topic-based GD, 2-3 minutes of thinking time may be given; though the group is often
told to start right away. For case studies, however, about 15 minutes (or more) is given.
The evaluation is done by one or two experts. Please remember that these people are
experts with a lot of experience and can be counted upon to observe all details, even if
the GD is chaotic.
The candidates may be seated in a circle or in a rectangular arrangement, with or without a
table. Seating arrangements may be prefixed or there may be free seating.
The discussion may be stopped at the set time or even earlier. A conclusion or consensus
may be asked for, though it usually does not occur. A written or oral summary may be asked
for at the end from each candidate.
How to prepare?
i. Content
 Develop subject knowledge on current affairs, general awareness and business
trends.
 Structure arguments on selected topics, considering both sides to the argument.
 Plan for short and lucid points.
ii. Practice
 GD skills cannot be learned from books. Get into practice groups.
 Get skilled people to observe and give feedback.
Spend a lot of time analysing each GD performance. Plan specific improvements.

Debate is a process that involves formal discussion on a particular topic. In a debate,

opposing arguments are put forward to argue for opposing viewpoints.
A debate is a structured argument. Two sides speak alternately for and against a particular
contention usually based on a topical issue. The subject of the dispute is often prearranged
so that the participantshave to take a stand.
The Basic Debating Skills
Style: Style is the manner in which participants communicate their arguments.
Speed: It is vital to talk at a pace which is fast enough to sound intelligent and allow
time to say what one wants, but slow enough to be easily understood.
Tone: Varying tone is what makes the participants sound interesting. Listening to one tone
for an entire presentation is boring.

10 | P a g e
Volume: Speaking quite loudly is sometimes a necessity, but it is by no means
necessary to shout through every debate regardless of context. There is absolutely no need
to speak any more loudly than the volume at which everyone in the room can comfortably
hear you. Shouting does not win debates. Speaking too quietly is clearly disastrous since
no one will be able to hear.
Clarity: The ability to concisely and clearly express complex issues is what debating is
all about. The main reason people begin to sound unclear is usually because they lose the
―stream of thought‖ which is keeping them going. It is also important to keep it simple.
Use of notes and eye contact
Notes are essential, but they must be brief and well organized to be effective. There is
absolutely no point in trying to speak without notes. Eye contact with the audience is very
important, but participants should keep shifting your gaze. No one likes to be stared at.
Content: Content is what is actually said in the debate.
Conclusion: At the end, once everyone has spoken, it is useful to briefly summarize what
has been said and why.

***

11 | P a g e