CS4L-4

BUS 4040, Communication Skills for Leaders 1

UNIT IV STUDY GUIDE

Leadership Presentations

and Graphics

Learning Objectives Upon completion of this unit, students should be able to:

1. Develop a communication strategy for a leadership presentation. 2. Create meaningful and effective text layouts. 3. Demonstrate effective communication with increased confidence. 4. Design effective graphic content. 5. Evaluate the effectiveness of different design techniques in different

situations.

Unit Lesson When the preparation for a presentation begins shortly before the event, the quality and the effectiveness of the message suffers. As a primary objective for leadership communication is to “develop a communication strategy that facilitates accomplishing their communication objectives” (Barnett, 2011, p. 9). Effort put into the preparation for that presentation is critical to its success. Digital media has allowed leaders to reach larger audiences as they have the capability to create more engaging and informative presentations. Leaders should exercise caution when using various media, as the design and delivery of the presentation can sometimes overshadow the message. Another major concern for the effectiveness of the message is the appearance of the presenter. Is the presenter’s manner one that instills confidence in his or her leadership abilities as well as confidence in the message itself? Communication Strategy To understand how to effectively communicate, leaders need to grasp three basic elements that should support the purpose for the communication: (a) the audience, (b) the message, and (c) the medium of communication. Transformational leaders are able to initiate, develop, and achieve significant changes in organizations (Northouse, 2007). Successfully executing the development and delivery of a presentation will ensure that the intended message is the one received by the audience. Consideration for the receivers, or the audience, of a presentation is as important as concern about the purpose. These individuals have their own relationship to the goal of the message, and each will react differently to the message based on when and how successfully it is delivered. Timing for delivery of an important presentation should be considered, and feedback should be sought as a gauge of whether the intended message was indeed received. Effective leaders will put themselves into the place of the audience members and let their needs come first when creating a presentation. Meaningful and Effective Presentations Although the subject or purpose will always be the focus of the presentation, the structure and the setting provide a way for the presenter to creatively express

Reading Assignment Chapter 5: Leadership Presentations Chapter 6: Graphics and PowerPoint with a Leadership Edge

Presentations Leadership Presentations Graphics and PowerPoint with a Leadership Edge

View the Document Chapter 6 Color Exhibits

Key Terms None

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himself or herself. The topic will include the supporting arguments and evidence that needs to be presented to motivate or convince the audience. The structure is the framework that is used to present the information from the beginning to the conclusion. Arranging the points of information in a logical, natural progression, and presenting them as simply as possible will ensure that the message is received correctly. Barnett (2011) identifies the most common types of professional presentations in Exhibit 5.3 (p. 157). Each medium has its own requirements, strengths and weaknesses, and the appropriate medium should be used to achieve the intended goal. An effective presentation moves smoothly from the introduction to the conclusion. Gaining the audience’s attention and keeping their interest allows the presenter to also gain their trust. The introduction should do just that— prepare the audience for what’s to come. The body of the presentation should provide the supporting material—facts, statistics, examples, and expert opinions—that support the main points being presented. The conclusion should remind, but not repeat the major points. This summary should be clear but not repetitive—you want it to be memorable in the minds of the audience. Communicate With Confidence Practice, practice, practice! Rehearsing a presentation out loud to someone who will give honest feedback about the delivery will ensure that the facts of the presentation are clear and will increase the comfort level of the presenter with the information and the format. Even for an accomplished speaker, nervousness can show in the volume and the speed of the speaker’s words. Making eye contact with the audience is important as this conveys honesty, confidence, and control of the material that is being presented. Designing Content Visual aids can be an important part of any presentation as the audience will be comprised of people who are both visual and auditory learners. The old adage, a picture is worth a thousand words, is also true of a chart or a graph, but the value lies in the accuracy and the clear presentation of the content being shown. Posters, models, slides, and videos are some of the more popular types of visual presentations that can be used to underscore the points being made. These visual aids should coordinate and reinforce the message, and should only be used when they are needed to clarify a point or to regain the attention of the audience. Just as the message of a presentation should be clear, the graphic content that is presented should also be clear. Generally, words should be kept to a minimum, as the slide should act as a visual summary. Keep the design simple with one theme carried throughout the presentation. Focus on the illustrations that add meaning to the presentation, rather than adding decoration that might distract your audience from the primary message. Follow the recommended guidelines for using colors and fonts to maximize the readability of the slides. Above all else, keep the message of the graphic meaningful, not busy. While animation may add interest when used sparingly in a presentation, overuse of this and other design tools may ultimately distract the audience’s attention from the message.

References

Barrett, D. J. (2011). Leadership communication (3rd ed.). New York, NY: McGraw-Hill/Irwin.

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Northouse, P. G. (2007). Leadership: Theory and practice (4th ed.).

Thousand Oaks, CA: Sage.