MAKING PERSUASIVE PRESENTATIONS
MODULE 4
ENGLISH COMMUNICATION
Dr. Pratibha Biswas
OUTLINE
• Introduction
• Need
• Features of an effective presentation
• Elements
• Areas of focus
• Steps
• Visual aids
• Guidelines
• Working on group presentations
Presentation Skills 3
INTRODUCTION
A presentation is an oral activity that uses a
visual medium (such as LCD projectors or
PowerPoint slides) to discuss new ideas and
information with specific audience in a
persuasive and convincing manner.
NEED
NEED
5
Sales Presentations: To pitch products or services to potential clients, highlighting key features,
benefits, and value propositions.
Investor Meetings: Used to present business plans, financial forecasts, and growth strategies to
potential investors or stakeholders.
Training Sessions: To deliver instructional content, processes, or skills training to employees or
clients.
Project Proposals: For proposing new projects, outlining objectives, timelines, resources, and
potential outcomes.
Board Meetings: Used to present financial reports, strategic updates, and key decisions to the board
of directors.
NEED
6
Product Launches: To introduce new products or services to internal teams or external audiences,
showcasing features, benefits, and market positioning.
Marketing Plans: Presenting marketing strategies, campaigns, and performance metrics to
stakeholders.
Internal Communications: For communicating company updates, policy changes, or other
important information to employees.
Client Reports: Summarizing project progress, results, or research findings for clients.
Conference Presentations: For sharing industry insights, research, or innovations at business
conferences or seminars.
NEED 7
Strategic Planning Sessions: To outline long-term goals, SWOT analysis, and strategic initiatives.
Budget Reviews: Presenting budget allocations, financial performance, and cost management
strategies to finance teams or executives.
Workshops and Seminars: Used in interactive sessions to guide discussions, activities, and
learning objectives.
Recruitment and Onboarding: For introducing new hires to company culture, policies, and
procedures.
Crisis Management: Presenting plans, responses, and communication strategies during a crisis or
unexpected event.
8
EFFECTIVE (GOOD) PRESENTATION 9
Clear structure with The presenter
recognizes and Facts and figures are
introduction, visually represented
discussion and matches the needs,
interest and level of in tables, graphs,
conclusion. charts.
understanding of
the audience.
Figures, icons, The presenter
pictures and vivid Humour and speaks clearly and
colours are used anecdotes may be logically with
making it used to connect appropriate body
interesting. with the audience. language.
Questions are
addressed properly
and efficiently
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ELEMENTS
The Presenter
The Audience
The Content
PRESENTER
11
1. Identify the goal or purpose.
2. Analyse the audience and their needs.
3. Collate the relevant information.
4. Design and organise the information.
5. Time the presentation.
6. Decide the medium of presentation and visual aids.
7. Become familiar with the location of the presentation.
PRESENTER
12
(BODY LANGUAGE)
1. Professional appearance
2. Good posture
3. Eye contact
4. Positive gestures and hand movements
5. Appropriate movements between the projection screen
and podium area.
6. Relaxed look while answering the questions.
13
“ In sports, you don’t play with just one
part of you, for example, your arms in
”
tennis or hands in basketball. You play
the game with your whole physical
being. The same is true in presenting.
- Anne Miller
Presentation title 14
AUDIENCE
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1. Who is the audience?
2. Why are they attending the presentation? What are
their needs?
3. What is their background and level of knowledge?
4. How many people will there be?
5. What is their attitude towards the subject or the
speaker? (supportive, neutral, uninterested, hostile)
6. What outcome of the presentation does the audience
expect?
Audience Analysis 16
AIDA MODEL 17
Encourage your audience to
want to hear about your Provide additional details Help audience members
problem, idea, or new that prompt audience embrace your idea by Suggest the specific action
product—whatever your members to imagine how explaining how the change you want your audience to
main idea is. Be sure to find the solution might benefit will benefit them and take. Include a deadline,
some common ground on them. answering potential when applicable.
which to build your case. objections. Motivate them to take the
Provide concise
Catch the audience’s eyes information points that Move prospects from “I’m action whether that is
and ears, then get people to “pay off” the promise you interested” to “I want this” seeking more information,
pay attention to your made to get their attention by continuing to show how making a decision
message as you build a case that you your solution will benefit in your favor or making a
amid all the other messages can meet their individual them and by removing any purchase.
clamoring for their needs. doubts.
attention.
ATTENTION INTEREST DESIRE ACTION
18
PERSUATION
The theory of rhetoric (the ability to inform, persuade, or
motivate a particular audience) : How to make a good speech.
Aristotle (384–322 BC) was a Greek philosopher and polymath
during the Classical period in Ancient Greece.
His Rhetoric, is a treatise on the art of persuasion, dating from
the 4th century BCE.
Presentation title 19
CONTENT
(STRUCTURE)
21
STEPS
RESEARCH PLANNING STRUCTURE DELIVERING
Process 22
23
STRUCTURE
Aristotle’s 3 Act Structure
• The three-act structure is a narrative
model that divides stories into three
parts — Act One, Act Two, and Act
Three, or rather, a beginning, middle,
and end.
• Screenwriter Syd Field made this
ancient storytelling tool unique for
screenwriters in 1978 with the
publishing of his book, Screenplay.
He labels these acts the Setup,
Confrontation, and Resolution.
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NANCY DUARTE’S
THE SECRET STRUCTURE
In her famous TED Talk, “The Secret
Structure of Great Talks,” Nancy dissects and
diagrams famous speeches, like Steve Jobs’
iPhone announcement in 2007 and Martin
Luther King’s “I Have a Dream.”
In her research she finds that every impactful
speech is made up of four components:
• what is,
• what could be,
• a moment to remember,
• and the promise of “The New Bliss.”
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CONTENT
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1. Introduction: 3 to 5 minutes (the main idea, subject or
focus of the presentation)
2. Main Body: 15 to 20 minutes (details, explanation,
analysis presented as points and its sub-sections)
3. Conclusion: 2 to 5 minutes (summary of main
arguments connected to the main objective stated in
the introduction and the larger picture)
4. Question-answer session: 10 minutes (opportunity for
audience interaction, provide clarification, add new
information, prove relevance of the presentation,
demonstrate knowledge)
AREAS OF FOCUS 27
Purpose
Audience
Locale
VISUAL AIDS (USES)
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1. numerical and statistical data
2. visual topics related to art or design
3. comparative statements of facts or figures in
diagrammatic form
4. present new interpretation of old data
GUIDELINES 29
1. Outline the content in the very beginning.
2. Do not use too many images.
3. Plan graphics according to the main points. Use one
graphic for each point.
4. Use bold, clear readable letters.
5. Do not fill the slide with too many words.
6. Use different colours to differentiate sections and
sub-sections.
GUIDELINES 30
7. Reveal only one point at a time.
8. Number the slides and rehearse.
9. Use transitions to move from one slide to
another.(Now we can consider, The next step involves)
10. Do not read from the slide rather explain the
content in your own words.
11. Involve the audience and encourage participation.
(role-play, interesting questions, anecdotes)
12. Allow the audience enough time to read the content
and take notes if required.
REFERENCES:
• Book: The Art and Science of Business
Communication: Skills, Concepts, Cases and
Applications by P.D. Chaturvedi and Mukesh
Chaturvedi, Pearson Publication.
• Book: Business Communication Today by
Bovee Courtland, John V. Thill and Abha
Chatterjee, Pearson Publication.
Thank you !
