This
article looks at the basics of Presentation Skills as they might
apply to an emergent manager.
Introduction
Management is the art of getting things done. A Presentation is
a fast and potentially effective method of getting things done
through other people. In managing any project, presentations are
used as a formal method for bringing people together to plan,
monitor and review its progress.
But let us look at this another way: what can a presentation do
for you?
Firstly; it puts you on display. Your staff need to see evidence
of decisive planning and leadership so that they are confident
in your position as their manager. They need to be motivated and
inspired to undertaking the tasks which you are
presenting. Project leaders from other sections need to be persuaded
of the merits of your project and to provide any necessary support.
Senior management should be impressed by your skill and ability
so that they provide the resources so that you and your team can
get the job done. 
Secondly; it allows you to ask questions and to initiate discussion.
It may not be suitable within the presentation formats of your
company to hold a discussion during the presentation itself but
it does allow you to raise the issues, present the problems and
at least to establish who amongst the audience could provide valuable
input to your decision making.
Finally; presentations can be fun. They are your chance to speak
your mind, to strut your stuff and to tell the people what the
world is really like. While you hold the stage, the audience is
bound by good manners to sit still and watch the performance.
The Objectives of Communication
The single most important observation is that the objective of
communication is not the transimission but the reception. The
whole preparation, presentation and content of a speech must therefore
be geared not to the speaker but to
the audience. The presentation of a perfect project plan is a
failure if the audience do not understand or are not persuaded
of its merits. A customers' tour is a waste of time if they leave
without realising the full worth of your product. The objective
of communication is to make your message understood and remembered.
The main problem with this objective is, of course, the people
to whom you are talking. The average human being has a very short
attention span and a million other things to think about. Your
job in the presentation is to reach through this mental fog and
to hold the attention long enough to make your point.
The
Plan
It
is difficult to over estimate the importance of careful preparation.
Five minutes on the floor in front of senior management could
decide the acceptance of a proposal of several months duration
for the manager and the whole team. With so much potentially at
stake, the presenter must concentrate not only upon the facts
being presented but upon the style, pace, tone and ultimately
tactics which should be used. As a rule of thumb for an average
presentation, no less than 1 hour should be spent in preparation
for 5 minutes of talking.
Suppose you have a talk to give, where do you start?
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 your speech may be to obtain funds, to evaluate
a proposal, or to motivate your team. No two objectives will be
served equally well by the same presentation; and if you are not
sure at the onset what you are trying to do, it is unlikely that
your plan will achieve it. One question is: how many different
objectives can you achieve, in say, 30 minutes - and the answer:
not many. In the end it is far more productive to achieve one
goal than to blunder over several. The best approach is to isolate
the essential objective and to list at most two others which can
be addressed providing they do not distract from the main one.
Focus is key. If you do not focus upon your objective, it is unlikely
that the audience will.
Identify the Audience
The next task is to consider the audience to determine how best
to achieve your objectives in the context of these people. Essentially
this is done by identifying their aims and objectives while attending
your presentation. If you can somehow convince them they are achieving
those aims while at the same time achieving your own, you will
find a helpful and receptive audience. For instance, if you are
seeking approval for a new product plan from senior management
it is useful to know and understand their main objectives. If
they are currently worried that their product range is out of
date and old fashioned, you would emphasise the innovative aspects
of your new product; if they are fearful about product diversification
you would then emphasise how well your new product fits within
the existing catalogue. This principal of matching the audience
aims, however, goes beyond the simple salesmanship of an idea
- it is the simplest and most effective manner of obtaining their
attention at the beginning. If your opening remarks imply that
you understand their problem and that you have a solution, then
they will be flattered at your attention and attentive to your
every word.
Structure
All
speeches should have a definite structure or format; a talk without
a structure is a woolly mess. If you do not order your thoughts
into a structured manner, the audience will not be able to follow
them. Having established the aim of your presentation you should
choose the most appropriate structure to achieve it. However,
the structure must not get in the way of the main message. If
it is too complex, too convoluted or simply too noticeable the
audience will be distracted. If a section is unnecessary to the
achievement of your fundamental objectives, pluck it out.
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. However, this simplicity can only be achieved
by careful and deliberate delineation between each section. One
technique is the use of frequent reminders to the audience of
the main point which have proceeded and explicit explanation of
how the next topic will lead on from this.
Hierarchical Decomposition
In hierarchical decomposition the main topic is broken down into
sub-topics and each sub-topics into smaller topics until eventually
everything is broken down into very small basic units. In written
communication this is a very powerful technique because it allows
the reader to re-order the presentation at will, and to return
to omitted topics at a later date. In verbal communication the
audience is restricted to the order of the presenter and the hierarchy
should be kept simple reinforced. As with sequential argument
it is useful to summarise each section at its conclusion and to
introduce each major new section with a statement of how it lies
in the hierarchical order.
Question Orientated
The aim of many presentations given by managers is to either explain
a previous decision or to seek approval for a plan of action.
In these cases, the format can be question orientated. The format
is to introduce the problem and any relevant background, and then
to outline the various solutions to that problem listing the advantages
and disadvantages of each solution in turn. Finally, all possible
options are summarised in terms of their pro's and con's, and
either the preferred solution is presented for endorsement by
the audience or a discussion is initiated leading to the decision.
One trick for obtaining the desired outcome is to establish during
the presentation the criteria by which the various options are
to be judged; this alone should allow you to obtain your desired
outcome.
Pyramid
In a newspaper, the story is introduced in its entirety in a catchy
first paragraph. The next few paragraphs repeat the same information
only giving further details to each point. The next section repeats
the entire story again, but developing certain themes within each
of the sub-points and again adding more information. This is repeated
until the reporter runs out of story. The editor then simply decides
upon the newsworthiness of the report and cuts from the bottom
to the appropriate number of column inches. There are two main
advantages to this style for presentations. Firstly, it can increase
the audiences receptiveness to the main ideas. Since at every
stage of the pyramid they have all ready become familiar with
the ideas and indeed know what to expect next. This sense of deja
vu can falsely give the impression that what they are hearing
are their own ideas. The second advantage is that the duration
of the talk can be easily altered by cutting the talk in exactly
the same way as the newspaper editor might have done to the news
story. This degree of flexibility may be useful if the same presentation
is to be used several times in different situations.
The Meaty Sandwich
The simplest and most direct format remains 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 proceeded
by an introduction and followed by a summary and conclusion. This
is really the appropriate format for all small sub-sections in
all the previous structures. If the talk is short enough, or the
topic simple enough, it can indeed form the entirity of the presentation.
The Beginning It is imperative to plan your beginning carefully;
there are five main elements:
Get their attention
Too often in a speech, the first few minutes of the presentation
are lost while people adjust their coats, drift in with coffee
and finish the conversation they were having with the person next
to them. You only have a limited time and every minute is precious
to you so, from the beginning, make sure they pay attention.
Establish a theme
Basically, you need to start the audience thinking about the subject
matter of your presentation. This can be done by a statement of
your main objective, unless for some reason you wish to keep it
hidden. They will each have some experience or opinions on this
and at the beginning you must make them bring that experience
into their own minds.
Present
a structure
If you explain briefly at the beginning of a talk how it is to
proceed, then the audience will know what to expect. This can
help to establish the theme and also provide something concrete
to hold their attention. Ultimately, it provides a sense of security
in the promise that this speech too will end.
Create a rapport
If you can win the audience over in the first minute, you will
keep them for the remainder. You should plan exactly how you wish
to appear to them and use the beginning to establish that relationship.
You may be presenting yourself as their friend, as an expert,
perhaps even as a judge, but whatever role you choose you must
establish it at the very beginning.
Administration
When planning your speech you should make a note to find out if
there are any administrative details which need to be announced
at the beginning of your speech. This is not simply to make yourself
popular with the people organising the session but also because
if these details are over looked the audience may become distracted
as they wonder what is going to happen next.
The Ending
The final impression you make on the audience is the one they
will remember. Thus it is worth planning your 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. In some formats the ending will
be a summary of the main points of the talk. One of the greatest
mistakes is to tell the audience that this is going to be a summary
because at that moment they simply switch off. Indeed it is best
that the ending comes unexpectedly with that final vital phrase
left hanging in the air and ringing round their memories. Alternatively
the ending can be a flourish, with the pace and voice leading
the audience through the final crescendo to the inevitable conclusion.
Visual Aids
Most
people expect visual reinforcement for any verbal message being
delivered. While it would be unfair to blame television entirely
for this, it is useful to understand what the audience is accustomed
to, for two reasons: firstly, you can meet their expectations
using the overhead projector, a slide show, or even a video presentation;
secondly, if you depart from the framework of a square picture
flashed before their eyes, and use a different format, then that
novelty will be most arresting. For instance, if you are describing
the four functions of a project manager then display the four
"hats" he/she must wear; if you are introducing the techniques
of brainstorming then brandish a fishing rod to "fish for" ideas.
With traditional visual aids however, there are a few rules which
should be followed to ensure they are used effectively. Most are
common sense, and most are commonly ignored. As with all elements
of a speech, each different viewfoil should have a distinct purpose
- and if it has no purpose it should be removed. With that purpose
firmly in mind you should design the viewfoil for that purpose.
Some viewfoils are there to reinforce the verbal message and so
to assist in recall; others are used to explain information which
can be more easily displayed than discussed: and some viewfoils
are designed simply for entertainment and thus to pace the presentation.
If your viewfoil is scruffy then your audience will notice that,
and not what is written upon it. Do not clutter a viewfoil or
it will confuse rather than assist. Do not simply photocopy information
if there is more data on the page than you wish to present; in
these cases, the data should be extracted before being displayed.
Make sure that your writing can be read from the back of the room.
Talk to the audience, not the visual aid.
The Delivery
"The human body is truly fascinating - there are some I could
watch all day" - Anon Whatever you say and whatever you show;
it is you, yourself which will remain the focus of the audience's
attention. If you but strut and fret your hour upon the stage
and then are gone, no-one will remember what you said. The presenter
has the power both to kill the message and to enhance it a hundred
times beyond its worth. Your job as a manager 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 your honesty, openness and confidence in the objectives of
your presentation. This impression may of course be totally false,
but here is how to convey it. Even when in casual conversation,
your feelings of friendship and intimacy can be evaluated by the
intensity and duration of eye contact. During the presentation
you should use this to enhance your rapport with the audience
by establishing eye contact with each and every member of the
audience as often as possible. For small groups this is clearly
possible but it can also be achieved in large auditoriums since
the further the audience is away from the presenter the harder
it is to tell precisely where he or she is looking. Thus by simply
staring at a group of people at the back of a lecture theatre
it is possible to convince each of them individually that he or
she is the object of your attention. During presentations, try
to hold your 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 you have
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 few people can take their ordinary conversation voice
and put it on stage. If you can, then perhaps you should move
to Hollywood. The main difference comes in the degree of feedback
which you can expect from the person to whom you are talking.
In ordinary conversation you can see from the expression, perhaps
a subtle movement of the eye, when a word or phrase has been missed
or misunderstood. In front of an audience you have to make sure
that this never happens. The simple advice is to slow down and
to take your time. Remember the audience is constrained by good
manners not to interrupt you so there is no need to maintain a
constant flow of sound. A safe style is to be slightly louder
and slightly slower than a fire-side chat with slightly deaf aunt.
As you get used to the sound, you can adjust it by watching the
audience. A monotone speech is both boring and soporific, so it
is important to try to vary the pitch and speed of your presentation.
At the very least, each new sub-section should be proceeded by
a pause and a change in tone to emphasise the delineation. If
tonal variation does not come to you naturally try making use
of rhetorical questions throughout your speech, since most British
accents rise naturally at the end of a question.
Expression The audience watch
your face. If you are looking listless or distracted then they
will be listless and distracted; if you are smiling, they will
be wondering why and listen to find out. In normal conversation
your meaning is enhanced by facial reinforcement. Thus in a speech
you must compensate both for stage nerves and for the distance
between yourself and the audience. The message is quite simply:
make sure that your facial expressions are natural, only more
so.
Appearance
There are many guides to management and presentation styles
which lay heavy emphasis upon the way you dress and in the last
analysis this is a matter of personal choice. That choice should
however be deliberately made. When you are giving a presentation
you must dress for the audience, not for yourself; if they think
you look out of place, then you are. As an aside, it is my personal
opinion that there exists a code of conduct among engineers which
emphasizes the scruffy look, and that in many organisations this
tends to set the engineer apart, especially from management. It
conveys the subliminal message that the engineer and the manager
are not part of the same group and so hinders communication.
Stance When an actor initially
learns a new character part, he or she will instinctively adopt
a distinct posture or stance to convey that character. It follows
therefore that while you are on stage, your stance and posture
will convey a great deal about you. The least you must do is make
sure your stance does not convey boredom; at best, you can use
your whole body as a dynamic tool to reinforce your rapport with
the audience. The perennial problem is what to do with your hands.
These must not wave aimlessly through the air, or fiddle constantly
with a pen, or (worst of all visually) juggle change in your trouser
pockets. The key is to keep your hands still, except when used
in unison with your speech. To train them initially, find a safe
resting place which is comfortable for you, and aim to return
them there when any gesture is completed.
The Techniques of Speech
Every speaker has a set of "tricks of the trade" which he or she
holds dear - the following are a short selection of such advice
taken from various sources.
Make an impression The average
audience is very busy: they have husbands and wives, schedules
and slippages, cars and mortgages; and although they will be trying
very hard to concentrate on your speech, their minds will inevitably
stray. Your job is to do something, anything, which captures their
attention and makes a lasting impression upon them. Once you have
planned your speech and honed it down to its few salient points,
isolate the most important and devise some method to make it stick.
Repeat, Repeat The average audience is very busy:
they have husbands or wives etc, etc - but repetition makes them
hear. The average audience is easily distracted, and their attention
will slip during the most important message of your speech - so
repeat it. You don't necessarily have to use the resonant tonal
sounds of the repeated phrase, but simply make the point again
and again and again with different explanations and in different
ways. The classic advice of the Sergeant Major is: "First you
tell 'em what you are going to tell 'em, then you tell 'em, then
you tell 'em what you told 'em!"
Draw a Sign
Research into teaching has yielded the following observation:
"We found that students who failed to get the point did so because
they were not looking for it". If the audience knows when to listen,
they will. So tell them: the important point is ... .
Draw a Picture The human
brain is used to dealing with images, and this ability can be
used to make the message more memorable. This means using metaphors
or analogies to express your message. Thus a phrase like "we need
to increase the market penetration before there will be sufficient
profits for a pay related bonus" becomes "we need a bigger slice
of the cake before the feast".
Jokes The set piece joke
can work very well, but it can also lead to disaster. You must
choose a joke which is apt, and one which will not offend any
member of the audience. This advice tends to rule out all racist,
sexist or generally rude jokes. If this seems to rule out all
the jokes you can think of, then you should avoid jokes in a speech.
Amusing asides are also useful in maintaining the attention of
the audience, and for relieving the tension of the speech. If
this comes naturally to you, then it is a useful tool for pacing
your delivery to allow periods of relaxation in between your sign-posted
major points.
Plain Speech Yes!
Short and Sweet One way to
polish the presentation of the main point of your speech is to
consider it thus. The day before your presentation, you are called
to to the office of the divisional vice-president; there you are
introduced to the managing director and a representative of the
company's major share holder; "O.K." says the vice president "we
hear you have got something to say, we'll give you 30 seconds,
GO". Can you do it? If you can crystallise your thoughts and combine
your main message with some memorable phrase or imagery, and present
them both in 30 seconds then you have either the perfect ending
or the basis for a fine presentation.
The Narrative Everyone loves a story and
stories can both instruct and convey a message: Zen Philosophy
is recorded in its stories, and Christianity was originally taught
in parables. If you can weave your message into a story or a personal
annocdote, then you can have them wanting to hear your every word
- even if you have to make it up.
Rehearsal There is no substitute
for rehearsal. You can do it in front of a mirror, or to an empty
theatre. In both cases, you should accentuate your gestures and
vocal projection so that you get used to the sound and sight of
yourself. Do not be put off by the mirror - remember: you see
a lot less of yourself than your friends do.
Relaxation If you get nervous just before the show,
either concentrate on controlling your breathing or welcome the
extra adrenaline. The good news is that the audience will never
notice your nerves nearly as much as you think. Similarly, if
you dry-up in the middle - smile, look at your notes, and take
your time. The silence will seem long to you, but less so to the
audience.
Conclusion
Once the speech is over and you have calmed down, you should try
to honestly evaluate your performance. Either alone, or with the
help of a friend in the audience, decide what was the least successful
aspect of your presentation and resolve to concentrate on that
point in the next talk you give. If it is a problem associated
with the preparation, then deal with it there; if it is a problem
with your delivery, write yourself a reminder note and put it
in front of you at the next talk.
Practice is only productive when you make a positive effort to
improve - try it. **
