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BUSINESS COMMUNICATION FOR SUCCESS By Scott McLean

CHAPTER 10 DEVELOPING BUSINESS PRESENTATIONS

LEARNING OBJECTIVES Describe the steps in the process of planning a speech Identify the general purpose and specific purpose of a speech Understand the importance of research in developing your topic Use resources to gather information effectively Document your sources correctly and avoid plagiarism Describe common myths and realities of public speaking Overcome common obstacles in public speaking

STEPS IN THE PROCESS OF PLANNING A SPEECH The purpose of the speech Its projected time length The appropriateness of the topic for your audience Your knowledge or the amount of information you can access on the topic

STEPS IN THE PROCESS OF PLANNING A SPEECH The five general purposes for speaking in public: –Speech to inform –Speech to demonstrate –Speech to persuade –Speech to entertain –Ceremonial speech

CHOOSING A TOPIC Identify an area of knowledge or an issue that deeply interests you To save yourself time in selecting a speech topic: –Consider the information you already have close at hand –Conduct a search in your subject area to get an overview of the subject

CHOOSING A TOPIC Topics should be: –Appealing to the audience –Compatible with the audience’s interest, expectations, norms, or customs Choose a topic In which you have natural aptitude and knowledge base

CHOOSING A TOPIC Consider topics that are: –New and clear –Possibly controversial –Supported by information you can find in outside sources –Interesting to you Use your self-inventory

WRITING YOUR THESIS STATEMENT A short, specific sentence capturing the central idea of your speech The thesis statement should: –Be a declarative statement –Be a complete sentence –Use specific language, not vague generalities –Be a single idea –Reflect consideration of the audience

FINDING RESOURCES Narrow your topic and focus on key points Plan your search for information Be ethical; give an honest presentation of available facts Avoid plagiarism Plan your research to use your time effectively Use the Internet to search for information to decrease your search time Gather online information from reputable and reliable sources

FINDING RESOURCES Documents that represent quality reasoning have: –A clearly articulated purpose and goal –A question, problem, or issue to address –Information, data, and evidence that is clearly relevant to the stated purpose and goals –Inferences or interpretations that lead to conclusions based on the presented information, data, and evidence –A frame of reference or point of view that is clearly articulated –Assumptions, concepts, and ideas that are clearly articulated

COMPILING YOUR INFORMATION Compiling information has seven major steps: –Sensitivity –Exposure –Assimilation and accommodation –Incubation –Incorporation –Production –Revision

MYTHS AND REALITIES OF PUBLIC SPEAKING Speaking in public is not like killing lions You don’t have to be perfect Organization is key to success Speaking in public is like participating in a conversation

OBSTACLES IN YOUR PRESENTATION Co-languages involve specialized knowledge unique to a group –Jargon –Slang Perception varies from person to person Cultural value systems, role identities, goals, prejudices, and stereotypes act as barriers too Ethnocentrism –The tendency to view other cultures as inferior to one’s own

CULTURAL DIMENSIONS

KEY TERMS Appeal Appropriateness Ability Thesis statement Compiling Sensitivity Exposure

KEY TERMS Assimilation Accommodation Incubation Incorporation Production Revision Co-languages

KEY TERMS Jargon Slang Cultural value system Role identities Goals Stereotypes Prejudice Ethnocentrism

EXERCISES Complete the following sentence for your speech: By the end of my speech, I want the audience to be more informed (persuaded, have a better understanding of, entertained by) about ___________________. If you can’t finish the sentence, you need to go back and review the steps in this section. Make sure you have given them sufficient time and attention. An effective speech requires planning and preparation, and that takes time. Know your general and specific purpose, and make sure you can write it in one sentence. If you don’t know your purpose, the audience won’t either.

EXERCISES Make a list of topic that interest you and meet the objectives of the assignment. Trade the list with a classmate and encircle three topics that you would like to learn more about on their list. Repeat this exercise. What topic received the most interest and why? Discuss the results with your classmates.

EXERCISES Which of the following qualify as good thesis statements? Take any that are faulty and rewrite them to remedy their weaknesses. –Living in the desert as we do, my listeners and I can grow many beautiful and interesting plants in our gardens without using large amounts of water. –To inform patients about how the medical insurance claims process works. –Because recent research suggests children develop positive self- esteem through recognition for their achievements, not from indiscriminate praise, I will persuade the parents and teachers in my audience to modify their behavior toward children.

EXERCISES –Tourists can learn a lot from visiting the European battlefields of World War II, and unexploded land mines from past wars are a serious problem throughout the world. –As a student attending this college on an athletic scholarship, I lead a very busy life because I am responsible for working hard at my sport as well as being held to the same academic standards as the non-athlete students in my audience. Answers: Examples a, c, and e are good thesis statements. Example b is not a complete sentence. Example d contains more than one main idea.

EXERCISES From your list of possible topics, write several sample purpose or thesis statements. Share and compare your results with classmates.

EXERCISES Write a general purpose statement and thesis statement for a speech to inform. Now adapt these statements for a speech to persuade.

EXERCISES Find at least one example of an Internet site that is sponsored by each of the following: –Local, state, or federal government in the United States or another country –For-profit corporation that sells a product or service to the general public –Not-for-profit organization –Private or public college, university, or other school

EXERCISES Describe the type of information available on each of your chosen sites. How do they differ from one another? What do they have in common? Discuss your findings with your classmates.

EXERCISES Find a Web site you find particularly useful in terms of information. Write a brief review and then share with classmates.

EXERCISES Find a Web site you find particularly poor in terms of your ability to access information. Write a brief review and then share with classmates.

EXERCISES When creating a speech, is it appropriate to omit certain information? Explain and discuss your thoughts with a classmate.

EXERCISES How can a persuasive speech be ethical? Explain your opinion and give some examples. Compare and share in class.

EXERCISES Have you ever done a creative visualization exercise? Try this one and see how it helps you prepare your speech. Choose a quiet place, sit in a comfortable position, and close your eyes. Picture yourself getting up to give your oral presentation. Picture what you want to happen—you will speak confidently, clearly, and engagingly. Your audience will listen attentively and consider the merit of your points. When you are finished, they will applaud and express appreciation for the good job you have done.

EXERCISES Write out a series of goal statements, one for each part or point of your presentation. What do you want to accomplish with each section, visual aid, or statement? Share your results with classmates.

EXERCISES Consider the elements of a speech to inform and adapt them for a speech to persuade. In what ways would you adjust key points or issues?

EXERCISES Consider the vocabulary that you and your classmates generally use in casual conversations. Are there slang expressions that you often use? Is there a jargon related to your career or major field of study? Make a list of slang and jargon words that you might want to use in a speech. Now, consider whether you can substitute standard English words that will be better understood by all your listeners, remembering that in a business context it is often best to avoid slang and jargon.

EXERCISES Pretend you were going to invite someone from a completely different culture to come home with you for a break or holiday. Make a list of ideas, words, or places you would want to share with them to gain insight of you, your family, or your community.

EXERCISES How can a speaker prepare a speech for a diverse audience? Explain and give some specific examples. Discuss your thoughts with a classmate.

EXERCISES Observe someone presenting a speech. Given the discussion in this chapter, what elements of their speech could you use in your speech? What elements would you not want to use? Why? Compare with a classmate.