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10 Public Speaking and Presentations

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Learning Objectives

After reading this chapter and studying the materials, you should be able to:

1. Adapt to various audiences when preparing a public speech or presentation.

2. Create a public presentation tailored to a specific audience.

3. Take the necessary steps to prepare and present an effective speech.

4. Deliver effective public presentations.

The ability to provide a powerful vision, while relating to both

internal and external audiences, is one of Indra Nooyi's key skills.

10.1 The Nature of Public Speaking

Learning Objective # 1: What is the nature of the public speaking process?

Public speaking presents one of the greatest opportunities you will have to make a positive impression on others. An effective and memorable public speech

can launch a career or lead it to greater heights. For example, an unknown U.S. senator, when asked to make a speech at the Democratic National Convention

in 2004, suddenly became so well known that four years later he was elected president of the United States. And, even though you may never make a speech

that leads to such a high office, you may very well impress members of top management with your potential to lead and assume a position of greater

authority, based on a well-delivered public presentation.

The public communication process involves one communicating with many (Wiseman & Barker, 1967). Public speeches take place in a vast number of ways

and places, from standing on a street corner to the annual State of the Union address. The audiences are as varied as the number of forums. Two public

communication formats are in-house speeches and presentations, and presentations to the general public.

For Review

What is public communication?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The public communication process involves one communicating with many.

Indra Nooyi: Talk the Talk, Walk the Walk

She played cricket and performed in a rock band in college in India, and then worked the third shift as a dorm receptionist while obtaining

her master's degree in business administration at Yale. Clearly a woman of great energy and passion, Indra Nooyi became the CEO of PepsiCo,

directing more than 185,000 employees in over 200 countries.

Nooyi has achieved fame and acclaim in the business world for her dress,

demeanor, vision, and public presentation skills. She often comes to work

dressed in the traditional Indian sari. For many years, she was accompanied

by one of her two young daughters. Nooyi is well known for her caring,

compassionate approach to employee relations. She is "a deeply caring person

who can relate to people from the boardroom to the front line," as dean of the

business school at Wake Forest University and former Pepsi CEO Steven S.

Reinemund has said (Useem, 2008).

Indra Nooyi's vision included key strategic corporate moves in the 1990s,

among them the divestment of KFC, Pizza Hut, and Taco Bell while acquiring

Tropicana and Quaker Oats, the producer of Gatorade. These profitable moves

also took the company in a new direction—toward providing healthier

products while conserving water and energy. By 2010, half of the company's

products were from healthier foods. The company began an anti-obesity

campaign at the same time.

Nooyi often engages in public presentations. To stress the importance of her

vision, she created the phrase, "Performance with purpose." "It doesn't mean

subtracting from the bottom line," she said, but rather "that we bring together what is good for business with what is good for the world." To

further emphasize this point, she noted in the same speech, "People these days are bringing their principles to their purchasing. We, in

return, are bringing a purpose to our performance" (Useem, 2008).

The ability to provide a powerful vision while relating to both internal and external audiences is one of Nooyi's key skills. She speaks often at

company functions and is willing to engage in musical performances at company events as well.

As a result, Fortune and Forbes magazines have named Nooyi as one of the world's 100 most powerful women. U.S. News & World Report has

named her as one of America's best leaders. These awards, along with several honorary doctorates, note her tenacity in tying personal values

into a corporate vision, assisted by effective public speaking skills.

Review Questions

1. What types of audiences would Nooyi address when emphasizing sustainability and healthy eating?

2. How does public speaking relate to articulating a vision to the world?

3. How does the willingness to perform music at company events relate to public speaking and relationships with employees?

iStockphoto/Thinkstock

Company officials are asked to make presentations to the public on a

variety of subjects.

In-House Speeches and Presentations

In-house presentations take the forms of downward, upward, and lateral communications. A downward presentation means the company's CEO or another

higher-ranking manager creates a message for those at lower ranks. An upward presentation occurs when an individual makes a pitch for a special project,

such as a when an employee proposes to renovate the interior of a store to integrate social media or when a logistics expert makes a proposal designed to

cut a company's shipping costs. Another upward presentation takes place when a candidate stands before an individual or panel as part of the interview

process for a promotion. Lateral presentations travel between managers of the same rank.

In-house messages normally focus on specific issues related to the organization or business. The audience consists of fellow employees. Even with those

parameters, in-house speeches reach diverse audience members with differing opinions and viewpoints. Audience familiarity might lead to spontaneous

interruptions or leaps in judgments by members. The same degree of preparation (including the steps described in this chapter) will be required as with any

other public presentation to a more general audience.

For Review

What types of communications are involved in in-house speeches and presentations?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

In-house presentations take the forms of downward, upward, and lateral communications.

Presentations to the General Public

Company officials are asked to make presentations to the public on a variety of

subjects. Some speeches relate specifically to their businesses; others address more

general issues and concerns. Local company owners may be asked to comment on a

new local tax code or zoning decision. Many national company CEOs move about the

country, promoting their organizations but also providing motivational speeches to

conventions and other gatherings of people.

At the height of his tenure as CEO of Southwest Airlines, Herb Kelleher was such a

popular speaker that he was booked for speeches as far as two years in advance. Many

times, he was asked to relay information about the birth and growth of the airline. At

others, speech topics included customer service, teamwork, and how to create a fun-

loving organizational culture.

Four main types of audiences listen to speeches by members of organizations. First,

business-related organizations, including conventions, will request a speech from an

expert or executive from a company. These speeches focus on various topics such as a

specific industry or profession as well as on more general subjects, such as the political

climate. Second, groups of consumers may invite speakers to talk about their issues,

such as environmental protection, governmental regulations, fair dealings with

employees, and the ethical treatment of animals. Third, company speakers address

employees of other companies. Fourth, presentations to the general public can include

special occasions, such as high school or college graduation ceremonies.

The Steps of Public Speaking

The purpose of this chapter is to assist you in becoming a more effective public speaker. In addition to the basic advice contained here, other organizations

can help you develop your ability to make a public presentation. For example, the Toastmasters (www.toastmasters.org) sponsor many local organizations

with the express purpose of helping individuals become more effective speakers.

Taking the time to prepare is key to being a successful public speaker. The steps of public speaking, from preparation to the speech itself, are outlined in

Table 10.1. This section presents the first step, setting a strategy. The upcoming sections will explore the other steps.

Table 10.1: The steps of public speaking

Set a Strategy

Identify the Audience

Evaluate Potential Barriers to Communication

Prepare the Message

Prepare for Questions

Practice the Presentation

Make the Presentation

Set a Strategy

According to Aristotle, the three basic reasons for public speaking are to inform, persuade, and inspire (Cooper, 1961). Another goal of public speaking can

be to collaborate. Making sure an audience understands an issue or process is the primary goal of an informative presentation. Persuasion involves the

attempt to change peoples' minds, or at least to get them to see a different perspective. In both cases, time at the end may be reserved for various questions,

comments, issues, and challenges to the message. Inspirational speeches seek to move an audience from a concept to an action. Employees may be inspired to

provide better customer service. A larger audience may be inspired to vote in an election or contact governmental officials about an issue. Inspirational

speeches often allow for little audience participation beyond cheering and encouragement.

Collaborations seek to collect information and to engage in mutual dialog to reach a resolution on an issue. Fuller audience participation takes place when

the speaker plays a more collaborative, facilitating role. In that case, the speaker guides the discussion and inclusion of ideas. Collaborations often take the

tone of a meeting rather than a presentation.

Further, public relations speeches may have the objective of offering an apology or defending a company from unfair or unwarranted attacks. Other public

speeches attempt to build a company's image in a positive manner. Image building is creating a positive public identity for an organization that matches the

goals of the organization's leaders (Clow & Baack, 2012; Goldhaber, 1993).

No matter the objective, the strategic approach to public speaking requires that the speaker define a clear message. Then, all other elements of the

preparation process can be aligned with that message. Failing to do so may lead to a confused or less-effective speech.

For Review

What is image building?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

Image building is creating a positive public identity for an organization that matches the goals of the organization's leaders.

Concept Check

10.2 Public Speaking: Identify the Audience and Potential Barriers

Learning Objective # 2: How can you create an effective public presentation tailored to a specific audience?

The previous section outlined the steps of public speaking. Following the process of setting a strategy, the next two elements are to identify the audience and

evaluate potential barriers to communication. These important steps help you structure a speech or presentation that will have the best chance of being well

received by the target audience.

Identify the Audience

Aristotle also told his students to consider three elements when making a speech. The audience, the purpose, and the occasion should combine to direct the

preparation of the message. While the elements are mostly described independently in this chapter, in reality, all three should be considered simultaneously.

In an in-house presentation, the audience will be determined by the direction the information flows. Downward-flowing messages have audiences consisting

of lower-level managers and first-level employees. Upward-flowing messages target higher-ranking managers. The audience establishes the tone and style of

message presentation. Top managers making downward presentations often first seek to reduce audience anxiety (that something bad is about to happen) or

try to create a sense of partnership with employees. Lower-ranking members making presentations are likely to create more structured, formal messages

designed to establish credibility.

For external speaking engagements, an audience profile, or analysis of the audience, assists in matching the strategy of the speech with a method of

delivery. Table 10.2 identifies the key elements of an audience profile.

Table 10.2: Elements of an audience profile

Is this a single, homogenous group with major similarities, or a heterogeneous (diverse) group?

For a Heterogeneous Group

What are the characteristics of the majority?

What are the characteristics of the minorities?

General Audience Characteristics

What is the level of audience knowledge about the topic?

What is the level of audience emotion or feeling about the topic?

What will be the desired response from the audience?

Speaker Relationship to the Audience

Am I similar to or different from the majority?

Will the audience agree or disagree with my message?

Will the audience consider me to be credible, even if its members disagree?

When speaking to an outside group, the first point to examine will be audience demographics, including socioeconomic characteristics; attitudes, values, and

beliefs; and the level of education and understanding of the audience with regard to the subject of the presentation. While at least some diversity will be

present in nearly every audience, the speaker can seek to understand the characteristics of the majority.

For Review

What elements are parts of an audience profile?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

An audience profile, or analysis of the audience, assists in matching the strategy of the speech with a method of delivery. It consists of discovery of

whether it is a single, homogenous group with major similarities or a heterogeneous (diverse) group, general audience characteristics, and the

speaker's relationship to the audience.

Demographics

At the most basic level, the speaker should identify the demographics, or population characteristics of the audience. The speaker can examine the age,

gender, and the race or ethnic origin of the majority. Consider a speech by a company leader to a group of high school students visiting the company, as

Digital Vision/Thinkstock

Knowing the audience's level of background knowledge will help the

presenter decide what to say and how to say it, as well as what not to

say.

compared with a group of senior citizens at a local community center. Dramatic frame-of-reference differences should direct the development of the content

and the tone of the message.

In any public speaking situation, consider the preponderance of hand-held recording devices. A wise course of action is to review the appropriateness of your

speech. Any language that may be considered offensive in any way can lead to greater repercussions, especially with the ease with which a speech can be

recorded and shared over the Internet.

Socioeconomic Characteristics

Socioeconomic characteristics include the background, income, level of education and occupation, and often the city, region, or neighborhood in which people

live. A speaker preparing to address a group with lower levels of education or income should be aware that such an audience will be less likely to know

about international travel and luxury items, such as designer clothes and expensive wines, or possibly even about home ownership. Conversely, when

composed of wealthy "angel" investors, the audience will expect a sophisticated approach with fineries as well as business plans and financial forecasts. At

the same time, be careful to avoid stereotyping audiences and do not make overly general assumptions about them.

Attitudes, Values, and Beliefs

Attempting to know your audience becomes even more complicated when considering their attitudes, beliefs, and values. Most audiences will consist of a mix

of political and religious beliefs. A topic such as gun ownership, free speech, or the role of government in private enterprise may spur deep feelings before

the speech even begins. The key, in this instance, will be to make sure to understand the link between the subject of the speech and any potential "hot

buttons" it might press in the audience, if not handled properly. In a business speech, taking a point of view or side on such an issue might distract the

audience from the intent of the overall message. Most of the time, businesspeople tend to remain as neutral as possible on controversial matters during

public speeches.

Knowledge of the Subject

To whatever degree possible, the speaker should ascertain the knowledge level of the

audience. An accountant making a speech to a local accounting association assumes a

great deal of knowledge. Explaining fundamentals may come close to insulting the

audience. At the other extreme, when a speaker begins "over the heads" of an audience,

members will lose interest quickly. Knowing the audience's level of background

knowledge will help the presenter decide what to say and how to say it, as well as

what not to say. A speaker may attempt to gauge an audience's knowledge of a subject

early in the talk by asking questions or seeking feedback through nods of

understanding or confused expressions.

Identify Potential Barriers to Communication

Part of identifying an audience goes beyond examining its characteristics. As Chapter 2

notes, a series of situational factors can disrupt interpersonal communication. Each

becomes germane to a speaking engagement as well. The emotions of anger, sadness,

envy, and jealousy, the setting, and distractions can disrupt what might have otherwise

been an effective speech. Further, transmission problems affect the quality of a speech.

The use of language that does not match the audience, inappropriate slang, over-

reliance on technical terminology, and disabilities might hinder the quality of a presentation. Also, a speaker can contradict his or her own message through

nonverbal and paraverbal cues.

Further, the level of audience interest or the mindset of those involved can become a barrier to communication when making a speech. Table 10.3 describes

a series of potential mindsets.

Table 10.3: Potential audience mindsets

Audience mindset How speaker can address

Supportive of message and speaker Speaker can reinforce or add to support for an idea

Interested, neutral Speaker can seek to gain agreement with a position or idea

Interested, mild disagreement Speaker can change misconceptions, clarify positions, seek to persuade

Uninterested Speaker seeks to spark interest, tie concept to personal values of audience members

Concerned Speaker can attempt to allay fears or help the audience overcome those fears, when concerns are genuine

Hostile toward speaker Speaker copes with anger, tries to connect with members

Hostile toward message Speaker looks for common group, explains position in detail in unemotional terms

Outlining the strategy, understanding audience characteristics, including any bias that might exist toward the speaker or the intent of the speech, and

identifying potential barriers to communication form the foundation for creating the body of the speech. Various constructions of speech format are possible.

The speaker matches them with the objective and audience in mind.

For Review

Identify the primary barriers to communication in a public speaking setting.

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The emotions of anger, sadness, envy, and jealousy, settings, and distractions can disrupt what might have otherwise been an effective speech.

Further, transmission problems affect the quality of a speech. The use of language that does not match the audience, inappropriate slang,

overreliance on technical terminology, and disabilities might hinder the quality of a presentation. Also, a speaker can contradict his or her own

message through nonverbal and paraverbal cues.

Concept Check

Brand X Pictures/Thinkstock

With the audience, message type, and communication goal in mind, the

message can be constructed.

10.3 Public Speaking: Preparing the Message and Answers to Questions

Learning Objective # 3: How can you prepare and present an effective speech?

The classic truism "success results when preparation meets opportunity" directly applies to making a quality speech. A rule of thumb used by many college

professors indicates that a one-hour lecture demands at least three hours of preparation. For speeches, the ratio may be even higher. The presentation

includes selecting a design, conducting quality research, and carefully choosing words or phrases.

The speech should be customized to fit the situation. A speech in December probably contains a holiday theme; one made in November may express thanks;

one in July might stress independence or patriotism. The speaker references one of these or other themes, such as commencement as a beginning, retirement

as a new journey, or introducing a new product as an adventure, as part of the introduction or as a connecting theme throughout the presentation.

Even the length of the talk merits deliberation. A presentation that is too short will leave out key details or persuasive arguments. One that is too long will

cause the audience to drift away.

As noted in Chapter 5, a standard, partitioned presentation may be used, often for informative speeches. The format consists of forecasting what will be

presented, making the presentation, and then reminding the audience of the key points. Persuasive presentations often utilize the unfolding format. The

format moves from one point or argument to the next in a more seamless fashion. Table 10.1 suggested the elements of designing an effective speech. The

middle elements in that table are:

• Prepare the message.

• Prepare for questions.

This section concentrates on those two activities.

Prepare the Message

With the audience, message type, and communication goal in mind, the message can be

constructed. The key message point should serve as the organizational framework for

the entire speech and drive the preparation of the message. The key message

constitutes the primary idea to be conveyed with the goal of causing the audience to

think, feel, and respond in a desired manner. Consequently, considerable attention

should be paid to the preparation of the message. The development of the message

incorporates four processes:

1. Prepare the introduction.

2. Prepare the message body.

3. Prepare the conclusion.

4. Prepare other details.

A well-designed speech incorporates each of these activities into a well-crafted

presentation.

Prepare the Introduction

The introduction serves several key purposes. First and foremost, the opening

statement should be designed to capture attention. Table 10.4 provides examples of attention-getting opening-statement approaches.

Table 10.4: Attention-getting introduction methods

Method Example

Personal anecdote My father worked for this company for 40 years. He retired believing that the next generation of employees would

enjoy a great future. We now face circumstances that could change that outcome.

Shocking statement Did you know that if we raised the price of every item in each of our stores by just 1 percent, we could fully fund an

affordable company health insurance plan for our employees?

Rhetorical question What will happen if gas prices rise to $7 per gallon, as some forecasters believe will happen by 2020? How will we

keep our prices affordable?

Company crisis As you know, this most recent cyber attack on our system threatens the well-being of our company and the

confidence that our customers have in our ability to protect their private information. I have a plan to restore that

confidence.

Famous quotation President Franklin Roosevelt once famously said, "The only thing we have to fear is fear itself." I see too much fear

in our employees' eyes.

Stockbyte/Thinkstock

When making a persuasive argument, key points to remember are

balancing emotion and logic, and creating the flow that leads to the

conclusion you seek.

Historical trend or event Isn't it interesting that, only about 10 years ago, a tweet was just a sound made by a bird? Friends, the social media

boom is not only changing the world—it is changing how we must do business.

Source: Adapted from G. E. Hynes (2011). Managerial communication: Strategies and applications. (5th ed.). New York, NY: McGraw-Hill, and J. S. O'Rourke (2010). Managerial

communication: A case-analysis approach. (4th ed.). Englewood Cliffs, NJ: Prentice Hall.

Beyond capturing an audience's attention, the other key elements of an introduction are to state the objective of the presentation, find ways to keep the

audience listening, and preview the key points about to be made. Previewing key points will be especially important in a standard presentation format. In

some circumstances, two other parts of an introduction can include a statement about whether interruptions from the audience are welcomed or

discouraged, along with some evidence regarding the speaker's credibility. The latter point becomes more likely when the presentation flows upward.

During the introduction, the speaker should avoid starting with an apology, such as, "I'm not very good in front of an audience." The speaker should not

provide the audience with an excuse to disengage, such as, "I know you probably have more important things to do." An effective introduction draws people

in; it should not push them away.

For Review

Name the techniques that can be used to capture attention as part of the introduction of a speech.

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The techniques include a personal anecdote, shocking statement, rhetorical question, company crisis claim, famous quotation, and recall of a

historical trend or event.

Prepare the Message Body: Persuasion

The body of the presentation often dictates a presentation's success. It takes time and

thought to develop a presentation that will continuously engage an audience. The body

of the presentation contains two key parts: content and process. The content of the

presentation covers the actual material. Effective content contains three main elements:

• It states main points clearly. The audience should be able to easily follow along.

• It limits main points to a manageable set, normally about three.

• It provides transitions and informs the audience when a new main point will be

presented.

Transitions can move both backward and forward. A forward transition moves on to

the next point, as in the statement, "We are losing too many IT (information

technology) specialists due to salary and benefits issues. Let me tell you how we can

keep this from happening in the future."

A backward transition restates the previous point or points, and then moves forward,

for example, "Now that we know two new competitors are entering the market and

that they have substantial funding to advertise and promote their products, we can

turn our attention to how we intend to respond."

When making a persuasive argument, key points to remember include balancing

emotion and logic and creating the flow that leads to the conclusion you seek. An important element in persuasion is to provide credible evidence;

persuasion based solely on emotion and personal opinion normally will not achieve the same result. Four methods assist in making effective persuasive

speeches or presentations:

• the AIDA model

• psychological progression approach

• problem-solving method

• state the case and prove it

To create the flow you seek, one method with great appeal is the AIDA model, as described in Chapter 5 (St. Elmo Lewis, 1925; Bennett, Cunningham, &

Dees, 2006). As noted, the AIDA method involves four processes:

• Attention: Capture attention and draw the audience into the idea.

• Interest: Maintain interest by making sure members of the audience see the benefit to them.

• Desire: Help audience members understand how change also benefits the company and respond to questions and concerns.

• Action: Lead the audience to the desired response or behavior.

The AIDA model creates a flow that should be easy to follow and builds to the desired conclusion.

A second form of persuasive presentations, the psychological progressive pattern approach, involves a set of steps leading to the desired change in attitude

(Howell & Bormann, 1971). The steps in this method include:

• arouse

• dissatisfy

• gratify

• visualize

• act

Arousal relates to capturing attention. The speaker adapts the opening to the specific issue to be addressed and can even forecast the resolution as part of

his or her first remarks. Tactics to dissatisfy the audience demonstrate an issue or concern. Gratification shows how the resolution will take care of the

dissatisfying factor. Visualization helps the audience see the potential outcome. They can then be more readily moved to act.

When making a case for a back-up generator for a retail location, the manager could employ the psychological approach. Arouse—"Remember when the

power went out last winter and it got so cold in here that our pipes froze?" Dissatisfy—"We all lost several days of pay waiting for everything to be repaired,

and we probably lost some customers during that time as well." Gratify—"If we would have been able to turn on a back-up generator, the store could have

stayed open and we wouldn't have had that big repair bill." Visualize—"Just think how much better it would be, when the power goes off, to have our lights

come back on in a matter of seconds." Act—"We need to buy a generator and have it installed before the next big winter storm." Such a presentation could

be made by a lower-ranking supervisor to top management, or a store manager to corporate officers.

Other methods of persuasion in public speaking involve a simpler approach. The problem-solving method works effectively with an audience not familiar

with the problem. Using an unfolding format, the speaker outlines the problem and then goes step-by-step leading to the solution. The steps are

• Define the problem.

• Explain the problem, including causes and effects.

• Outline and evaluate potential solutions.

• Prescribe the most ideal solution.

The final method, state the case and prove it, relies on the development of a central thesis and supporting arguments. Each supporting argument should

first be presented in a basic form and then facts, logic, and any emotional justifications follow. The conclusion restates the case and its potential solution.

Balancing emotion and logic means first developing the logical components of the presentation. Three methods used to make your points are analogy,

induction, and deduction. An analogy draws a comparison to a similar event or circumstance. For example, a cyber attack can be compared to a war in which

strategies and tactics are required to respond.

Induction takes specific information and builds to a more general conclusion. For instance, increased turnover, a reported number of on-site conflicts, and

more people calling in sick in a department that recently changed its pay policy can all be presented as symptoms of the larger problem—that employees do

not feel adequately compensated.

Deduction involves eliminating alternative explanations for an outcome. For example, when sales have declined, if a manager can demonstrate that the

product has wide consumer acceptance, that the price remains comparable to the one offered by the competition, and that advertising is effective, the

conclusion can be drawn that something in the delivery system, such as an outdated retail facility or the lack of an e-commerce program, is the cause of the

problem.

Following the development of the logical argument, the emotional component can be added. This includes vocal tone, the addition of both emotive and

informative visuals, and other elements such as music. Emotions that run too strong are often counterproductive when making persuasive presentations.

For Review

What methods can be used to develop persuasive arguments in a speech or presentation?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The four methods that assist in making effective persuasive speeches or presentations are the AIDA model, the psychological progression

approach, the problem-solving method, and state the case and prove it.

Prepare the Message Body: Informational Presentations

Informational presentations often rely on a standard, partitioned presentational approach. The speaker notes the main points to be made, makes the points,

and then summarizes them. Informational presentations can be made for:

• noncontroversial changes or plans

• background information about an upcoming decision, including advantages and disadvantages of various options

• background on the company and its history

• explanation of an event that has taken place

• preparation for a future event

Digital Vision/Thinkstock

The conclusion of a presentation should leave the audience with a feeling

of closure.

Visuals often assist in providing information through bar graphs, pie charts, and tables. The audience does not need to be persuaded; however, the speech

succeeds only if they remain interested and absorb the information for future use (Borden, 1971).

For Review

What types of informational presentations are prepared by business speakers?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

Informational presentations can be made for non-controversial changes or plans; background information about an upcoming decision, including

advantages and disadvantages of various options; background on the company and its history; explanation of an event that has taken place; and

preparation for a future event.

Prepare the Conclusion

The type of conclusion will depend on the nature of the presentation. A conclusion to

an informative presentation summarizes the key points made, to remind the audience

members of what they have learned. The conclusion to a persuasive presentation

should include a call to action that helps the audience internalize the message given

and take any further steps. Many conclusions refer back to the introduction, to signal to

the audience that the presentation has come to a close.

Effective speakers let the audience know that the conclusion is coming. Changes in

vocal tone and posture indicate the speech has reached an end point. Sometimes a

speaker can use a phrase to indicate that the conclusion is coming, such as "I'll close

with this." The conclusion should leave the audience with a feeling of closure. The

members should also be able to easily carry away the primary intent of the message,

which should be re-emphasized in the concluding remarks.

Prepare Other Details: A Pre-Speech Checklist

Beyond the actual content of the speech, part of preparation involves accounting for

additional elements and activities. Making an effective presentation is similar to

preparing a play or a musical performance; a well-orchestrated performance achieves a

better effect. Three ingredients involved in finalizing speech details are preparing a pre-speech checklist, preparing a method of delivery, and preparing

technological support.

An organized and systematic pre-speech preparation checklist can prevent many problems before they occur. Table 10.5 provides a pre-speech checklist

designed to ensure the event runs smoothly. As you can see, a visit to the site where the presentation will be made may be useful. If that is not practical, the

speaker can obtain information from the individual who scheduled the speech or from the venue itself, such as a hotel or conference center.

Table 10.5: A pre-speech checklist

Date, time, location

Layout of the room (including height of the podium relative to the audience)

Sound system

Room acoustics

Internet access (if needed)

Accommodation of visuals

Entry point (off stage, from the floor, from a panel on stage)

Time allotted

Room to move around (or not)

Lighting

Failing to check on these details can lead to awkward moments, such as when you expected to be able to show PowerPoints but no projector is available, or

when you planned to speak with a hands-free microphone and the site does not have the technology to accommodate that approach. Many speakers provide

their own technologies to prevent such occurrences. Others prepare back-up plans in case something goes wrong.

For Review

What are the elements of a pre-speech checklist?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The elements include the date, time, location, layout of the room (including height of the podium relative to the audience), sound system, room

acoustics, Internet access (if needed), accommodation of visuals, entry point (off stage, from the floor, from a panel on stage), time allotted, room

to move around (or not), and lighting.

Prepare Other Details: Method of Delivery

Several methods of delivery are possible. The goal will be to use the method that best assists in making a smooth, inviting, and interesting presentation. Four

potential methods of delivery are

• manuscript

• memorized

• note-assisted

• impromptu

Reading from a manuscript probably will result in a stilted, boring presentation. The only time a manuscripted speech becomes necessary may be when an

executive or official needs to make a presentation in precise, exacting language. A teleprompter may be used to assist in making the presentation more

palatable.

Committing a speech to memory takes a great deal of time and effort for most people. Normally, it eliminates some of the spontaneity of and energy in a

presentation. While you want to be strongly familiar with what you are about to say, memorization may not be necessary or useful.

Note-assisted speeches are commonplace. Until the past decade, notes would normally be written on a 3 × 5 card that easily fits in the palm of a person's

hand. Some of the newer hand-held technologies allow for electronic notes, as does most presentation software. Each note serves as a memory jog for the

more important points in the speech, spells out exact quotations, and includes any exact or specific information, such as statistics, that will be delivered as

part of the speech. Note-assisted speeches make it easier to maintain eye contact with the audience, with the reassurance of knowing what to say next

(Morgan, 2000).

Impromptu speeches are made without preparation. When someone is asked to "make a few remarks," the idea will be to keep them short and make one or

two quick key points. When such a situation arises, the speaker may refer back to the content of the previous speaker or toward the nature of the event.

Normally, audience expectations are relatively low, which should help you relax as you talk.

For Review

What methods of delivery can be used when presenting a speech?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

Four potential methods of delivery include manuscript, memorized, note-assisted, and impromptu.

Prepare Other Details: Technological Support

Technology provides a powerful number of resources that can add to the effectiveness of a formal presentation. The PowerPoint method can now be

enhanced with streaming video, Internet references, and real-time connections to remote locations. The secret to selecting additional media will be to keep

the technology from overwhelming the message or distracting the audience. Additional visuals should:

• Identify the speaker and the topic in the opening.

• Highlight and summarize key points during the body.

• Add additional information or emotional imagery.

• Provide final thoughts in the conclusion.

Effective visuals are colorful and informative. Words should be printed in a large enough font to be easy to read. Graphs should be easy to see and follow.

Diagrams must be simple enough to digest without having to study them in great detail. Photos and other images, such as a picture of an accident or an

angry customer with a salesperson, make memorable points. Too many slides or too many words per slide will be distracting and eventually overwhelming.

A good standard is to include no more than one idea per slide.

An effective presentation software slide has "stand alone" qualities. In other words, the

audience can interpret the meaning as the speech is being given without the speaker

needing to explain it. Effective visuals create interest by posing an intriguing question

or presenting an incongruity. A slide that asks, "Can you afford to retire?" draws the

Jack Hollingsworth/Thinkstock

Technology provides a powerful number of resources that can add to the

effectiveness of a formal presentation.

audience in to a presentation about saving and retirement planning. A slide that states,

"50 percent of all people ages 50–60 have less than $100,000 in retirement savings,"

achieves the same objective. During a speech, the main focus should be on the speaker,

not on the slides. Long blocks of text or complicated slides will distract from the

speaker's message. Visuals on slides should reinforce key points. Additional

information on effective visuals may be found at www.presentationzen.com

(http://www.presentationzen.com/) .

Video clips and film clips, when carefully introduced, make a presentation more

interesting. The speaker will need to attend to issues such as lighting and sound before

the speech, so that they flow smoothly with the presentation.

In some instances, a speaker may provide background music. Beyond being

appropriate, the music must not distract the audience by being too loud or containing

words that interfere while the speaker talks. One standard use of music involves having

it play as the speaker moves into the conclusion of the speech, building to a crescendo

at the end.

Remember that the effective use of technology complements and supplements a presentation. Ineffective audiovisual cues become distractions. Effective

speakers and presenters practice with them before making the actual presentation. A speaker should pause to allow the audience to digest slide material

before moving on with the presentation, as it helps keep the audience engaged in the message.

Prepare for Questions

Many times, an in-house presentation will be followed by a question-and-answer period. Remember that the questioners can have several motives, including

agreeing, disagreeing, changing the subject to his or her pet topic, or simply stating an opinion. As a final step of speech preparation, try to anticipate the

types of questions you will receive. Knowledge of the audience and of any past objections to your topic can assist in making sure you are ready for most

queries. Remember, some people will ask questions just to draw attention. Graciously handling these attempts helps get the audience on your side.

When the elements of a speech are in place, the introduction, message body, conclusion, and additional details are complete. After anticipating any types of

post-speech questions, it is time to move on and practice the speech before presenting.

Concept Check

10.4 Making the Speech and Following Up

Learning Objective # 4: How can you effectively deliver a speech?

As is the case with many other activities in life, practice can go a long way toward helping you to achieve success. The idea is to be confident, relaxed, and

comfortable with the material when making the actual presentation. The final four steps of the public speaking process are

• Practice the presentation.

• Make the presentation.

• Deal with responses and answer questions.

• Follow up.

Practice the Presentation

Many people are nervous about public speaking. To overcome anxiety, a speaker can practice the presentation in front of a few key friends or colleagues.

Even those with considerable experience and comfort levels can benefit from running through in advance what they wish to say. During the practice, the

speaker can make sure that the visuals and other ingredients are carefully orchestrated to work as intended, which is especially important if a second person

will run the audiovisual part of the presentation.

Practicing identifies any potential problems. The speaker can make sure the presentation fits in the allotted time. The presenter can concentrate on the

proper pace and tone, and ensure that his or her notes are complete but not distracting. Practicing provides mental reassurance and comfort to someone who

is a little edgy about standing in front of an audience.

Make the Presentation

When making the presentation, attention to detail begins before the event. The presenter should be sure visual equipment works, that the room temperature

is adequate, and that nearby activities will not disrupt the proceedings. Also, ensure that the audience seating arrangements are as planned. In addition, the

speaker should dress appropriately. Loud colors and large patterns distract the audience. Large jewelry can also be a distraction, especially when it reflects

light or makes noise.

The actual presentation should follow a process. The process involves setting and maintaining a tone that leads to the desired outcome. Two key elements of

the process are presenting a positive tone and maintaining audience interest.

A positive tone results from treating the audience members with respect. Demeaning statements injure credibility. A negative tone will appear to be

pompous, stuffy, vague, disingenuous, patronizing, bored, or nervous. A positive tone consists of the following characteristics (Hamlin, 1989):

• warm and friendly

• excited and interested

• confident and organized

• knowledgable and competent

• honest and authentic

Even a speech that gets off to a slow start, for whatever reason, such as several late arrivals that interrupt the flow, can be successful.

The second part of the process, maintaining audience interest, includes a combination of elements. Use of visuals helps keep an audience engaged. The

speaking method also plays a key role. To maintain interest, employ the techniques displayed in Table 10.6.

Table 10.6: How to maintain audience interest during a presentation

Technique Description

Maintain eye contact Move to different sections of the room at a relaxed pace.

Tell stories Make sure the moral of the story is a point you wish to present.

Variety Use clear, vivid language that avoids repetition of words.

Effective language Use understandable, clear words.

Use audience member names Include people of all organizational ranks, know whether to use Mr./Mrs. or first names.

Logical order Make the presentation easy to follow.

Crescendo and decrescendo Use natural rises and reductions of energy.

Keep connected Relate the message to audience member needs.

Ask rhetorical questions Expect that someone may answer and how you will respond if they do.

Creatas/Thinkstock

After the speech, a question and answer, or Q & A, session often follows.

Assist memory Present in such a way that the message is easily understood and easy to retain.

Solicit feedback after the presentation Let them know you want to hear what they think.

Remember that you are not married to the podium. Some speakers prefer to stand directly in front of the audience (Bailey, 1992). If you do not like that

method, make sure your hands stay free to make gestures, and allow for some body movement.

While speaking, remain aware of audience cues. Stick to the designated timetable. When using a whiteboard or some of the newer screen-based technologies,

make sure your writing is legible and covers key points.

The secret to making an effective speech includes finding the level of intensity that maintains interest and engages the audience without boring or alienating

people. Effective vocal presentation styles are

• use of tone, from low to high

• vocal variety, including volume and rate of speech

• clear pronunciations and articulations

• effective use of pauses

• avoidance of verbal hedges and crutches, such as "um," "uh," "ya know"

Public speaking coaches often emphasize the importance of breathing during a speech. Take the time to draw an even breath, which allows for pacing and

keeps you from hyperventilating. Pauses for effect assist in making a speech more poignant. While you are speaking, the focus rests with the message and the

audience, not on you. Worrying about gestures and other elements can make you appear to be nervous and uncertain. Engaging the audience exudes

confidence.

Actors are aware that an audience forgets much of what it sees during a performance. The members do tend to recall obvious errors. The same holds true in

a speech. Do not bring attention to any gaffe unless it is a misstatement of an important fact; otherwise simply move on.

The key moment in many speeches will be the conclusion. A strong finish erases some or all of the misgivings an audience might have had about the speech.

When the speech has concluded, leave with an air of assurance and confidence. Then prepare for any questions or responses.

For Review

How can a speaker create a positive tone during a speech?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

A positive tone consists of the following characteristics: warm and friendly, excited and interested, confident and organized, knowledgable and

competent, and honest and authentic.

How can a speaker maintain audience interest throughout the presentation?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The speaker should maintain eye contact, tell stories, use variety, employ effective language, use audience member names, provide a logical order,

make use of crescendo and decrescendo, keep connected, ask rhetorical questions, assist memory, and solicit feedback after the presentation.

Deal With Responses and Answer Questions

After the speech, a question and answer, or Q & A, session often follows. Queries range

from asking for more information, to using the question to show appreciation to the

speaker, to creating a more hostile response. Some preparation for this session should

have taken place as the speech was being prepared, noting that there is always room

for surprises.

Some basic guidelines can help you effectively answer questions. First, as the

questioner speaks, try to avoid nodding in a "yes" motion, as this may signal agreement

when that is not your intention. Look directly at the questioner as he or she speaks,

and repeat the question if you believe the audience did not hear. Carefully avoid

getting off subject, and, if the person merely states an opinion, acknowledge the

comment and move on as gracefully as possible. Make contact with more than just the

questioner when responding—pull in the overall audience. Take questions from all

parts of the audience and avoid letting one person dominate with questions. If you

don't know the answer, simply acknowledge that you do not and move on (you can, of

course, offer to follow up with the person in a few days once you have the answer to

their question). Phrases such as, "Like I said earlier," may seem condescending, as does,

"That's a good question." Remain professional and courteous as you answer. Thank the audience members for their questions.

Digital Vision/Thinkstock

One special circumstance of public speaking involves interviews by the

media.

The most difficult part of a question-and-answer period occurs when a hostile statement is made. When this happens, do not respond in a hostile fashion,

which likely will escalate the problem. Instead, you can reframe the question in words that are less aggressive, by saying something such as, "I think what

you are asking is . . ." When you do not concur with the other person, point out that, at times, people simply agree to disagree.

For Review

What techniques can be used to effectively deal with responses and answer questions following a speech?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

As the questioner speaks, try to avoid nodding in a "yes" motion, as this may signal agreement when that is not your intention. Look directly at

the questioner as he or she speaks and repeat the question if you believe the audience did not hear. Carefully avoid getting off the subject, and, if

the person merely states an opinion, acknowledge the comment and move on as gracefully as possible. Make contact with more than just the

questioner when responding—pull in the overall audience. Take questions from all parts of the audience and avoid letting one person dominate

with questions. If you don't know the answer, simply acknowledge that you do not and move on. Phrases such as, "Like I said earlier" may seem

condescending, as does "That's a good question." Remain professional and courteous as you answer. When a hostile statement is made, do not

respond in a hostile fashion. Instead, reframe the question in words that are less aggressive. When you do not concur with the other person, point

out that, at times, people simply agree to disagree.

Following Up After the Speech

The final ingredient in making a public appearance comes after the session has closed. Many times, an audience member will approach to offer thanks,

continue a conversation, or simply to say, "Hello." This can be a time to build bonds with audience members and learn more about their opinions and ideas.

When setting aside time to make a speech, allow for audience interaction after the event, whenever possible.

A well-delivered speech can provide a great sense of personal satisfaction. In-house and public audiences who have been impressed are likely to comment on

a person's managerial potential. Effectively delivering speeches can become a key career asset.

For Review

What role does follow-up play in a public speaking engagement?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

This can be a time to build bonds with audience members and learn more about their opinions and ideas.

Preparing for a News Interview

Public speaking takes place in planned circumstances, unplanned circumstances, and

situations that are somewhat in between. A speech to an audience that allows for

preparation and audience analysis, as well as message design, is the primary focus of

this chapter. Other chapters in this book have dealt with unplanned circumstances,

such as chance meetings in a hallway or in other venues, such as during a group

project.

One special circumstance of public speaking involves an element of planning as well as

a degree of spontaneity: interviews by the media. Members of the media may interview

company leaders and members of the public relations department, individually or

collectively. At a press conference, one or a few speakers respond to questions by

reporters. In other circumstances, a single reporter interviews a single individual. In

preparation, presenting professionals undergo "media training" to prepare themselves

for being on camera, in front of an audience, and staying on message.

The primary issues associated with preparing for a news interview begin with carefully

outlining the message you wish to transmit. Then the subject of the interview can

practice and refine delivering the message, including turning questions to his or her

advantage. Third, the person to be interviewed should confirm the details and ground

rules, including where to meet, day, and time. It will be important to find out if the

interview will be recorded and what will be done with the recording (Telg, 2010). Table 10.7 presents guidelines to help effectively interact with a reporter.

Table 10.7: Keys to effective interviews

Lead with your main point

Stay on message

Express key points from public's perspective

Speak clearly

Speak honestly

Remain calm

Do not argue

Rephrase the question

Remain cordial

Some reporters assume an adversarial stance at the outset. Others look for "gotcha" moments. A third set believes in asking fair but firm questions. Knowing

the interviewer's style in advance can assist in preparation for the interaction (Wheeler, 2010). Also, preparation for many news interviews will include

careful consultation with the organization's legal team. Tension often exists between what company attorneys advise as communication strategies and the

wishes of the public relations department. These issues should be explored and resolved before agreeing to any interview. An additional part of the

preparation involves coverage of any legal dictates regarding full disclosure. A company's spokesperson must follow clear guidelines regarding any

communication that could affect and unfairly advantage or disadvantage company stockholders.

As this section indicates, the number and types of speaking engagements create challenges for those expected to interact with internal and external publics.

Understanding how to make a speech or presentation effectively can become a valuable career asset and give your company an advantage in dealing with the

public.

For Review

How can a speaker prepare for a news interview?

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

The primary issues associated with preparing for a news interview begin with carefully outlining the message you wish to transmit. Then the

subject of the interview can practice and refine delivering the message, including turning questions to his or her advantage. Third, the person to

be interviewed should confirm the details and ground rules, including where to meet, day, and time. Determine whether the interview will be

recorded and what will be done with the recording.

Concept Check

10.5 Chapter Review Public communication involves one communicating with many. Speeches represent one aspect of public communication. In-house speeches and presentations

are made to other members of the same organization. Presentations to the general public reach a wide variety of audiences on any number of topics. When

making a speech or presentation, first set a strategy. Typical objectives include information, persuasion, inspiration, and collaboration. Next, identify the

audience. An audience profile assists in matching the strategy of the speech with a method of delivery. Audience characteristics to be examined include

demographics, socioeconomic conditions, attitudes, beliefs, values and knowledge of the subject, plus any potential communication barriers that deserve

consideration.

A speech will be prepared using a standard, partitioned presentation or an unfolding format. Preparing the message includes development of the

introduction, message body, conclusion, and additional details. Capturing attention will be a key part of the introduction. Persuasive message bodies rely on

the AIDA method, the psychological progressive pattern, the problem-solving method, or the "state the cause and prove it" approach. Informational

presentations often use the standard, partitioned presentational message-body approach, combined with visuals. A strong conclusion will help the audience

recall the content. Then account for additional details, including preparing a pre-speech checklist, a method of delivery, and any technological support. At this

point in the process, the speaker also prepares for questions that might follow the speech.

Effective public speaking involves practicing the presentation. During the actual speech, the presenter maintains a positive tone and audience interest. The

speaker then deals with audience responses and answers questions in a friendly, professional, nonconfrontational manner. The event closes with a cordial

follow-up with members of the audience.

Preparing for news interviews begins with outlining the intended message. The person being interviewed can practice the message, including using questions

to his or her advantage. The person should pay attention to details and ground rules.

Key Terms

AIDA model

(http://content.thuzelearning.com/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm/books/AUBUS600.12.2/sections/fm#)

Using attention, interest, desire, and action in a persuasive argument or speech.

audience profile

An analysis of the audience that assists in matching the strategy of the speech with a method of delivery.

demographics

The population characteristics of an audience.

image building

Creating a positive public identity for an organization that matches the goals of the organization's leaders.

problem-solving method

A persuasion technique that outlines the problem and then goes step-by-step to the solution.

psychological progressive pattern

A persuasion technique using the steps of arouse, dissatisfy, gratify, visualize, and act.

public communication

One individual communicating with many.

state the case and prove it

A persuasion technique that relies on the development of a central thesis and supporting arguments.

Analytical Exercises

1. What is the speaking strategy in the following situations?

a. convincing employees to pay more for their health insurance, or the company will need to lay off workers

b. explaining how employees will be selected for international assignments when a company enters a new country

c. convincing employees to give to the United Way, in part because it helps the company's image

d. a company executive is trying get employees to help him win election to a local school board

2. Use the attention-getting techniques listed in Table 10.4 to prepare an introduction for the following types of speeches to in-house audiences.

a. announcement that a company will sell a new product

b. announcement that a company will stop selling a product line

c. launch of a major sustainability effort within a company

d. introduction of new CEO to company employees

3. Which form of persuasion should be used in the following speeches and why? The forms of persuasion are AIDA, psychological progressive pattern, problem-

solving, or state the case and prove it.

a. convincing a public audience that a company does not pollute

b. convincing a public audience that a company pays its fair share in taxes, even though in this particular year the amount was low

c. convincing the public that tax money should be used to build a stadium to attract a professional football team to a city

d. convincing graduates of a small college with mostly minority students that they should apply for jobs in your organization

4. In advertising, a source or spokesperson is a celebrity, company executive, or expert who endorses and speaks for a product. Five key source characteristics

are attractiveness, trustworthiness, expertise, likability, and similarity. Attractiveness can be more than physical appearance; it can also be a desirable

personality. Trustworthiness results from people believing the person and the message. Likability arises from liking the person in general terms or even

from liking the character an actor plays in a television program or movie. Similarity allows the audience to identify with the speaker, because the members

are the same in some way. Expertise comes from training, as with a physician, or practice, as with an auto mechanic who works on NASCAR vehicles. Which

of these characteristics would be useful in the following circumstances?

a. CEO making a persuasive speech to a hostile public audience

b. CEO making a persuasive speech to employees

c. Low-ranking employee making a proposal to top management

d. Public relations official making a public speech explaining why the company should not have been faulted for a problem that occurred

5. The concept of "working the room" applies to individuals who are adept at conversing with people in social settings, such as company gatherings. Explain

how "working the room" can be part of effectively delivering a speech or presentation.

10.6 Case Studies

Video Case Study: The Great Communicators

In this clip, Ronald Regan, Barack Obama, and John McCain's

public speaking techniques are analyzed and compared.

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Click here (/p_Search.aspx?titleID=19037&sugg=1&rd=title) for a list of similar titles.

1. What methods do great communicators use to engage the

audience?

Video Case Study: A Strong Opener

This clip emphasizes the importance of a strong opener when

making making a speech.

A Strong Opener

From Title: Speaking Essentials (https://fod.infobase.com/PortalPlaylists.aspx?

wID=100753&xtid=40423)



1. How can you give a strong opener when giving a speech?

2. What types of openers are ineffective?

Video Case Study: Toastmasters

A support group called Toastmasters helps people overcome the

fear of public speaking. This clip shares the top five tips from

Toastmasters.

Toastmasters

From Title: Just Say It! Exploring the Fear of Public Spea...

(https://fod.infobase.com/PortalPlaylists.aspx?wID=100753&xtid=40666)



1. What tips do Toastmasters give for public speaking?

Case Study 1: The Tough Audience

John Douglas was about to deliver the most difficult speech of his life. As the CEO of a major medical group that owned four for-profit

hospitals in the city of Portland, Oregon, he had been asked to speak many times on subjects as diverse and difficult as childhood obesity,

end-of-life decisions by family members, a hospital's role in identifying and assisting mentally ill patients who constitute a danger to society,

and the role of government in the health care system.

This speaking event, however, would be unique. Mercy Regional Hospital, a local organization that had been supported by the Catholic

Church, had run into trouble. Difficult economic times, plus other local circumstances, had made it nearly impossible for the church to

continue its role with the hospital. The decision had been made to sell Mercy Regional, allowing a profit-seeking organization to assume

control.

John's company, the Portland Medical Group, made an offer that the Catholic Church was willing to accept. Difficult issues had to be resolved.

In the area of women's services, Mercy Regional did not allow abortion services nor would it permit surgical birth control methods on site.

The same was true for men seeking vasectomies. John and his company had strong philosophical disagreements with the church on these

policies. Still, he agreed to a three-year "moratorium" on the procedures, in order to move into those areas in an orderly fashion.

The church also wished to maintain religious counseling and support offices in the hospital. This was to include regular weekly worship

services (Mass) conducted by visiting priests. John's team had agreed with the proviso that other denominations would be welcome to use

the facilities as well. Church leaders agreed. It would be the first time, however, that the sanctuary in the hospital would house Protestant

worship services. Local Jewish leaders stated no interest in conducting services on site, but would be welcome in every other way. Islamic

leaders took basically the same option, as did other local religious leaders of smaller groups.

The Portland Medical Group was also to manage all hospital operations. The change would displace numerous managers in Mercy Regional.

Some would be offered positions at lower ranks and salaries. Others would be let go. John's team offered help with placement for those

individuals.

The final issue was the hospital's name and the organization's marketing program. Church leaders had asked to keep the name as Mercy

Regional Hospital and to continue to promote the hospital as having ties with the Catholic Church. John expressed concerns that doing so

might suggest a greater tie than would actually exist. He had proposed a three-year period in which the name would continue, but would

eventually change to something more secular. Church officials reluctantly agreed, knowing time was short to close a deal that would keep the

hospital alive in any form. Gradually, Catholic connection in advertisements and publicity would be phased out.

John was to make his speech to Mercy Regional Hospital's current employees, including physicians and nurses. News of the purchase had

already reached the media, but John felt that it was important to explain all of the details to an in-house audience. He would give the speech

in an auditorium within the hospital, with careful monitoring to make sure that only employees were admitted. He would then immediately

proceed to a press conference in which the same details would be explained to the larger public.

Review Questions

1. Explain the speech strategy John should use.

2. Conduct an audience analysis and explain the barriers to communication in this setting.

3. What type of message body should John prepare?

4. How should John conclude the speech?

5. Should John take questions and follow up with individual audience members? Why or why not?

Case Study 2: The "Audition"

Casey Williams knew she was being put to the test. The previous week she had been made a finalist for the position of manager of the public

relations department for the Tampiko Tile Company. And now, a unique opportunity unfolded.

Tampiko Tile manufactured roofing materials, mostly shingles, and sold them nationwide. Over the years, the company had encountered

charges and lawsuits about the amount of pollution it created, along with the unpleasant smell that accompanied the manufacture of its

products. Company leaders had worked diligently to reduce any noxious fumes and to become welcome members of the local community.

Unfortunately, just as the effects of negative publicity associated with pollution and smells had begun to diminish, another event took place.

Three years ago, Tampiko's previous public relations manager had been asked to give the commencement address for the local high school.

This was a very big deal in a town of 60,000 people with one school. At the time, Shawn MacDougal had "knocked it out of the park," to

paraphrase Tampiko's executives, when he gave a speech titled "The More Things Change, the More We Stay the Same." A genuinely inspired

audience gave the speech a standing ovation.

Shawn parlayed the positive buzz into a job as the local city finance director. The position paid well and was a sure stepping-stone to become

the city manager at some future point. Then, the trouble began. Shawn was, by nature, a gambler in both his private and public life. When he

became finance director, the city held $21 million in reserves for major events, such as ice storm or tornado cleanup, plus a fund to cover any

revenue shortfall years. Shawn invested those funds in highly speculative markets, and quickly $21 million was reduced to $8 million.

Naturally, the local city council and the community were outraged. They knew it would be impossible to ask for any tax increases for years.

The spillover would clearly affect the school system, even though Shawn's job and financial misconduct had nothing to do with that

organization. Local people were not going to vote for any bonds to support public education after the financial fiasco. Shawn was terminated

and moved to another city.

Casey had been asked to give the commencement address for the most recent graduating class. The school board had decided that it might be

possible to restore some faith in public officials if another member of Tampiko were to somehow calm the waters. The executive team chose

Casey and gave a similar public relations assignment to the other finalist for the job of public relations manager. Casey knew this speech

would go a long way toward determining who would get the position but that the speech also had major ramifications for the city's

government and school system.

Review Questions

1. What should be the strategy for Casey's speech?

2. Conduct an audience profile for the speech.

3. How can Casey make a presentation that fits the primary audience (graduates) but also the local community?

4. Should Casey use any visuals in her presentation? Why or why not?

5. Design a key phrase for Casey's speech that you believe can guide the entire presentation.