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Instructor’s Manual to Accompany

BUSINESS COMMUNICATION Developing Leaders for a Networked World (2e)

By Peter W. Cardon

Chapter 15:Delivering Presentations

IM 15-1© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

Teaching Note

Hello Fellow Instructor,

The students have prepared their presentation content, and now it’s time to help them deliver it well. I think this is the most exciting time of the course!

One of the things I’ve tried to accomplish with this chapter is to help students really focus on their audience. I’ve found that the following advice about presentations makes students perform much better: it’s not about you, it’s about your audience. All of the delivery techniques we teach and coach should be framed in these terms.

I’ve found that business professionals who suffer from nervousness often do so because they get wrapped up in their own emotions and interests rather than those of their audiences. I’ve seen business professionals become liberated by focusing deeply on the emotions, needs, and interests of their audiences before, during, and after their presentations. Nerves become less of an issue as these professionals center their attention on the needs of others. Of course, they gain far better all-around outcomes by focusing all of their attention on others.

Please contact me anytime – to share your experiences, your ideas, and your reactions.

Best of wishes,

Peter W. Cardon, MBA, Ph.D.Associate ProfessorCenter for Management CommunicationUniversity of Southern California

Email: [email protected]: @petercardonFacebook: facebook.com/cardonbcommWeb: cardonbcom.com


Chapter 15 Summary and PowerPoint Notes

SLIDE 15-1

SLIDE 15-2

This chapter covers the following topics: presentation delivery impacts credibility; the SOFTEN model of nonverbal communication; using slides and handouts; interacting effectively with an audience; and presenting with teams.

SLIDE 15-3

LO15.1 Describe how presentation delivery impacts your credibility.LO15.2 Deliver presentations with authenticity, confidence, and influence.LO15.3 Apply the SOFTEN model of nonverbal communication for presentations.LO15.4 Use slides and handouts to supplement your presentation effectively.LO15.5 Interact effectively with your audience.LO15.6 Prepare to present effectively in teams.


SLIDE 15-4

Presenting gives you an excellent opportunity to connect deeply with your colleagues, your clients, and your other contacts. It allows you to express your views in a rich, two-way environment. As you do with your written communication, you will aim to strike the right style and tone in your presentations. Moreover, you will strive to establish a “presence,” something great speakers and presenters are often described as doing.

SLIDE 15-5

Having presence means commanding attention, garnering respect for your ideas, engaging your listeners, and even inspiring your audiences to action. In this section, we focus on strategies you can use to enhance your presence as you deliver your presentations.


SLIDE 15-6

For internal presentations, you often present to people who know you well and who have already formed opinions about your credibility; they have a sense of your competence, caring, and character. Use the presentation to show your thorough understanding of a business issue. Frame your ideas in ways that show clear benefits to your company, its employees, and its stakeholders. In every way, display honesty and openness.For external presentations, you are often dealing with people who have superficial impressions of your credibility. You have opportunities before, during, and after your presentation to bolster your credibility. Before the presentation, you can make information about your background available or have someone introduce you with a brief statement. During the presentation, you establish your competence by showing that you know the content well.

SLIDE 15-7

Standing in front of an audience feels anything but natural for many business professionals. Yet, nearly all audience members are making judgments about you and your message from their perceptions of your authenticity. One of your primary goals as you develop your presentation skills is to find ways to present your real self to your audience. Add new presentation techniques to your repertoire constantly, but also make sure to draw on your natural strengths.


SLIDE 15-8

By running through your presentations several times, you allow yourself to become more comfortable with the content, work out weakly connected areas, and identify parts that you want to emphasize through tone and nonverbal communication. Also, rehearsing allows you to time your presentation so you know if you need to add or remove content. Rehearsing may involve running through the presentation in your mind or out loud. Ideally, you can do it out loud. Consider videotaping your presentation.

SLIDE 15-9

Some polls show that public speaking is among the most serious phobias among adults, with the fear of snakes the only phobia surpassing it (see Figure 15.1).

SLIDE 15-10

Experiencing some nervousness as you speak and present is normal. Even experienced speakers get stage fright from time to time. Feeling some nerves is not necessarily bad. It shows you care about making an effective presentation. And feeling some nerves can heighten your ability to deliver forcefully and passionately. Nervousness is dysfunctional only when it impairs your ability to deliver your content.


SLIDE 15-11

Engage in relaxation techniques, such as stretching, meditating, or listening to music.

Taking several deep breaths is a great technique to quickly alleviate anxiety.

Envision yourself speaking with confidence and ease.

In the opening moments of your presentation, look at those in the audience with whom you are most friendly.

Pay attention to foods and beverages that impact your nervousness. Some people avoid or minimize caffeine intake on speech days to avoid jitters.

One of the best ways of relaxing immediately before your presentation is to speak with audience members.

SLIDE 15-12

When you present numerical information, using people as the subjects of your sentences humanizes your presentation.

By naming members in your organization or other relevant people, you help your audience members feel they are getting to know these important individuals.

When you know the names of persons in your audience, consider using their names from time to time to personalize your presentation.


SLIDE 15-13

Using people as the subjects of your sentences humanizes your presentation, especially when you present numerical information. Notice how Latisha does this in Table 15.1.

SLIDE 15-14

By naming members in your organization or other relevant people, you help your audience members feel that they are getting to know these important individuals (see Table 15.2).

SLIDE 15-15

When you know the names of persons in your audience, consider using their names from time to time to personalize your presentation (see Table 15.3).


SLIDE 15-16

Arriving early lets you notice if there are any surprises in terms of equipment, room layout, or people in attendance.

Be ready to adapt to the immediate needs of your audience so that you can quickly modify your presentation based on their requests.

All presenters inevitably lose their train of thought from time to time. When this happens, you can pause until you regain your composure and your line of thinking. Within a few seconds, you will often get back on target.

Resist the urge to mention problems that have disrupted the presentation. Most audience members will never know that anything out of the ordinary happened if you simply proceed with slightly modified plans.

If you have electronic slides to display, be prepared for a situation where the projector does not work and you need to speak without them.

You can often leave out parts of your presentations as necessary with little change in impact as long as you know your three or four key messages and accentuate them throughout your presentation.

SLIDE 15-17

Walk around the room before your presentation to check the vantage points that various audience members will have.

During presentations of more than five to ten minutes, you can keep the audience more engaged by moving around the room.

Many rooms are set up with podiums or tables, where presenters can place notes and other materials. Standing behind a podium or table can help you project authority and add to the formality of the presentation.


SLIDE 15-18

Consider using the model of nonverbal communication called SOFTEN (smile, open stance, forward lean, tone, eye contact, and nod). By focusing on these nonverbal behaviors, you can display confidence and strength while also showing warmth and concern.

SLIDE 15-19

Most attire can be placed on a continuum from formal to casual. Common categories along this continuum are formal business, business casual, and casual. Formal business dress, at one end of the continuum, is intended to project executive presence and seriousness. It is distinguished by business suits, typically dark and conservative, accompanied by collared, button-down dress shirts. For men, neckties are essential.

Business casual dress is one step down in formality along the continuum. It is intended to project a more comfortable, relaxed feel while still maintaining a high standard of professionalism. Business casual dress is interpreted broadly and varies significantly by location and company. As a result, business casual can be divided into high-level business casual and low-level business casual. Business casual dress is probably the most common form of dress in the workplace today.


SLIDE 15-20

Casual dress is the least formal option. It is rare in a business-related setting. While some companies have implemented casual Fridays, nearly half of executives and managers feel that employees dress too casually on these days. If your company allows casual Fridays, make sure your attire continues to project a professional image.

SLIDE 15-21

Your attire, and the level of formality you choose, projects a range of messages (see Figure 15.3). Generally, formal business attire projects authority and competence, high-level business casual is associated with productivity and trustworthiness, and low-level business casual is associated with creativity and friendliness. For business presentations, you should generally dress up slightly more formally than your audience.

SLIDE 15-22

Regardless of the technology you use, your goal is to keep yourself as the main focus of the presentation. Even with well-designed slides or videos, however, keeping the focus on you during the presentation can be challenging. Keep in mind the following tips as you present: Avoid turning out the lights in most cases. Don’t start your slides right away. Speak to your audience, not the screen. Interpret, don’t read your slides. Preview the slides before showing them.


SLIDE 15-23

Also keep in mind the following tips as you present: Use a remote control to advance slides when

possible. Avoid standing in front of the slide projection. Use blank slides strategically.

SLIDE 15-24

If you can, wait until the end of your presentation to distribute handouts. This allows you to maintain more control over the message. If you need to use handouts during the presentation, consider how you might distribute them without losing control, especially during the opening one to two minutes of your presentation. Recall that audience members form many of their deepest impressions during this initial part of your presentation. Many presenters have lost the opportunity to connect effectively during their openings because of rustling handouts.

SLIDE 15-25

Good speakers involve the audience as much as possible without getting off message and taking too much time. A few ways to interact with your audience include fielding questions during the presentation as well as mingling and following up with audience members afterward.


SLIDE 15-26

Many of your presentations will involve a question-and-answer (Q&A) portion. Practice the following strategies to make the Q&A go as smoothly and effectively as possible: Pause before answering. Be honest. Show appreciation. Be concise. Reframe the question to match your agenda.

SLIDE 15-27

Admit when you do not know the answer. Explain that you would like to get an answer to the question and seek an opportunity to continue the conversation later. In Table 15.4 see how Latisha responds when she doesn’t have a firm answer to a question.

SLIDE 15-28

Fielding questions allows you to develop an emotional bond with the questioner. You can do so by sincerely showing thanks, recognizing the importance of the question, and otherwise validating the questioner, as Latisha does in the more effective example in Table 15.5.


SLIDE 15-29

As a rule of thumb, keep most responses to between 20 and 45 seconds. Pay close attention to your audience members during Q&A to see if they are remaining interested and engaged. See Table 15.6 to compare Latisha’s less- and more-concise responses.

SLIDE 15-30

When your listeners ask questions that could derail your agenda, find ways to tactfully reframe the conversation in favor of your objectives, as Latisha’s does in the examples in Table 15.7.

SLIDE 15-31

You’ll often have the opportunity to present in teams. Delivering an effective team presentation involves the same principles as an individual presentation with a few complications to address. The key is to plan for these issues well ahead of the presentation. Keep in mind these tips: Be clear with one another about your

objectives and key messages. Decide on your presentation roles. Stand together and present a united front. Refer to one another’s points. Transition effectively.


SLIDE 15-32

After studying this chapter, you should understand the following topics: presentation delivery impacts credibility; the SOFTEN model of nonverbal communication; using slides and handouts; interacting effectively with an audience; and presenting with teams.


Suggested Approaches and Solutions to Learning Exercises

In these suggested approaches and solutions, you’ll find key points to look for in students’ responses.

15.1 Chapter Review Questions (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)

A. Presenters gain credibility by showing competence or expertise in the topics at hand, by showing caring or responsiveness to the needs and expectations of audiences, and by showing character with honest and open exchanges with audiences. By mingling with the audience before and after presentations, presenters can gain credibility in these same ways.

B. Audiences have always responded positively to people they view as authentic or real. This hunger for authenticity has grown in the post-trust era. Reward students for thoughtful and goal-directed comments about maintaining authenticity after planning and rehearsing for a presentation.

C. Strategies for overcoming nervousness and fear before and during presentations include relaxation techniques, breathing exercises, visualization, focus on friendly face, awareness of food and beverage intake, and conversations with audience members before presentations. Reward students for well-reasoned and goal-directed responses for three of these strategies.

D. Strategies for making people the focus of your presentations include making people the subject of sentences, introducing colleagues by name, and using names of audience members. Reward students for elaboration on these principles and adding other well-justified strategies.

E. The SOFTEN model of nonverbal communication includes smiling (warm facial expressions), an open stance (welcoming posture), forward lean (confident and audience-oriented stance), warm and positive tone, eye contact, and nods (affirming nonverbal communication). Reward students for elaboration on these principles.

F. Strategies for using slides and handouts without distracting the audience from what you have to say include avoiding turning out the lights; not starting the slides at the opening of the presentation; speaking to the audience, not the screen; interpreting, not reading, the slides; previewing the slides before showing them; using the remote to advance slides; avoiding standing in front of the slide projection; and using blank slides strategically. Reward students for elaboration on these principles.

G. Strategies for effectively fielding questions during or after your presentation include pausing before answering, showing appreciation, reframing questions to match your agenda, being concise, and being honest. Reward students for elaboration on these principles.


15.2 Communication Q&A Discussion Questions (LO 15.1, LO 15.2, LO 15.4, LO 15.5)

Read the comments from James Robertson. Respond to the following questions:A. Robertson’s advice for when things go awry with technology is to know your subject and

your audience. That way you can stay on message easily. He also recommends arriving ahead of time to test the equipment to ensure you don’t have to deal with this situation.

B. He says that it’s important to open with a story or situation that is relevant to the audience. He also recommends sharing your own experiences in a way that seems relevant to the audience. He emphasizes talking directly to the audience and avoiding glancing at the screen. He also emphasizes closing with just a few key points.

C. He think the hardest thing to prepare is the audience or, as he calls it, “the human factor.” He recommends thinking about how the audience thinks and feels to get in the right frame of mind to prepare for and respond to various interactions.

D. He states that the opening should set the stage for the presentation. The ending should summarize the key points “with a punch.”

15.3 Evaluating an Effective Presentation (LO 15.2, LO 15.3, LO 15.4)

Students should be rewarded for carefully constructed, accurate, and original responses.

Consider doing this as a group exercise in class and following up with a class debrief.

15.4 Evaluating a Corporate Presentation (LO 15.2, LO 15.3, LO 15.4)

Students should be rewarded for carefully constructed, accurate, and original responses.

Consider doing this as a group exercise in class and following up with a class debrief.

15.5 Assessing One of Your Recent Presentations (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)

Responses will vary. Reward students for carefully constructed and nuanced responses. Also, reward students for self-reflective and goal-directed comments.

15.6 Video-recording Your Presentation (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)

Responses will vary. Reward students for carefully constructed and nuanced responses. Also, reward students for self-reflective and goal-directed comments.


15.7 Presentation to the Board about Changing Direction at Better Horizons Credit Union (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)

Students should be rewarded for carefully constructed, accurate, and original presentations.

Consider using this as a team assignment.

15.8 Presentation to College Students about Joining Better Horizons Credit Union (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)



15.9 Presentation Asking for Participation in the Hope Walkathon (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)



15.10 Presentation about Changes at Marble Home Makeovers (LO 15.1, LO 15.2, LO 15.3, LO 15.4, LO 15.5)




15.11 Review all rules in Appendix A about punctuation, number usage, and grammar. Then, rewrite each sentence to make all needed corrections.

A. To gain experience as a public speaker, you can find many opportunities to develop your abilities.

B. Many professionals join training groups or organizations, such as Toastmasters, that focus on public speaking.

C. Once you’re part of one of these groups, you and the other members practice intensively and give supportive and helpful feedback to one another.

D. Most of these organizations provide training materials, magazines, guidebooks, and development plans.

E. You can also join organizations that frequently hold public speeches that you can observe or even deliver.

F. Many civic organizations, such as the Rotary Club, hold weekly meetings where community members are invited to speak.

G. You might consider volunteering to speak in classes, at clubs, or at other events to increase your experience speaking in uncomfortable and uncertain situations.

H. Many people who aspire to develop public speaking skills regularly watch Ted Talks so they can see the delivery style of great speakers.

I. Surprisingly, most expert public speakers get nervous nearly each time they speak.J. Yet, most audience members don’t even notice these expert speakers are nervous, which shows

how well these speakers have learned to control their emotions during public events.


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