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Финансовый университет при Правительстве РФ

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2.2. Involving the Audience

2.2.1. Work in small groups. Discuss these questions.

1) How does your audience usually behave when you deliver presentations? 2) What do you do to arouse their interest?

2.2.2. Free topic presenting game

Choose any object, phenomenon, idea, problem or maybe your own hobby or favourite activity to be the topic of your presentation. The point is to make your audience interested! So, use of the following advice.

Analyse your audience:

How do they feel about your topic?

Are they informed? What do they need to know? What do they expect?

What do they know about you?

Are they here by choice or requirement?

What is their mood?

Are there any obstacles?

Decide what you want your audience to do: Understand? Learn? Take action? Participate?

Design the content of your presentation:

What you are going to speak about – a) key messages; b) facts to support; c) involve your audience

Make no more than 3 points

Opening and conclusion

In the opening section state the purpose of your presentation, say why it’s important to you, what the main points are.

In the closing section repeat the messages, reiterate the opening, summarize, recommend action, close.

Follow the KISS principle – keep it short and simple, try to sound idiomatic. Your time-limit is 7 minutes. Then the next student takes the floor.

2.2.3. Read the text and say what useful tips for presenters you found there.

How to Make Effective Presentations & What Makes an Audience Listen

When preparing a presentation you should bear in mind that our brain cannot

accept a message when it:

·lacks enough or the right kind of information

·has no frame of reference

·is unable to find a familiar hook to connect the new information to the current state of mind

·can't connect the parts of what it's hearing as it has not been provided with an overall presentation structure

Therefore in order to make your presentation effective and keep your audience interested you should do the following.

Analyse Your Audience

Put yourself in the audience's shoes – try to understand your listener's level of understanding, their map of reality, and anticipate what they want to know. Once you know what your audience wants, you can figure out how to "sell" the benefits of your topic to them.

Set Your Goal and Keep It Before You

Decide what it is you would like to happen as a result of your presentation. The four main goals of any communication are to inform, to request for an action, to persuade, and to build relationship. Decide which of these goals you are planning to achieve. Let your listeners know what you want them to do near the beginning of your talk and again at the end. Present your basic idea and give them an outline of your presentation that would lead you and your audience to the desired result.

Do Your Homework

Research your topic – speak about something you have earned the right to talk about through experience or study. Anticipate questions, and make sure you have the facts to answer them.

"Develop reserve power", advised Dale Carnegie, "assemble a hundred thoughts

around your theme, then discard ninety... Always prepare so that you are ready for any emergency such as a change of emphasis because of the previous speaker's remarks or a well-aimed question from the audience in the discussion period following your talk... This will give you reserve power, the power that makes people sit up and take notice."

Seize every opportunity to practice – no professional in any field performs without practicing. Remember, your time in front of a group is your showcase.

Plan Your Format and Delivery

How you give your talk can be more important than what you say. Whenever possible speak from an outline. If you have a formal written speech to deliver, use a marking system in the text to guide your delivery.

Making a Powerful First Impression

The audience will make decisions about you from your first appearance, your words and the sound of your voice. You can't make a first impression twice. Plan your opening sentences and practice them in front of a mirror. Use short sentences. Keep technical information at a minimum. Grab attention with a joke, an interesting fact, a short anecdote, a quotation, a positive statement, a provocative question, something designed to arouse curiosity and get the audience looking and listening to you.

How to Present with Passion

No matter what you are, we are all in sales. Selling is a transfer of emotions. When you speak, do your listeners sense how strongly you believe in what you're saying? If you want people to give you their undivided attention and feel compelled to heed your advice, they must hear and see in you an unwavering commitment to your message.

Manage Expectations

Communication is a two-way street. Before you begin your presentation, be sure your participants know what to expect. They will arrive with some preconceived ideas. Your advance communication about your presentation needs to be clear to set the perceptions right so there is no confusion or disappointment.

How to Keep Your Audience Interested

Your information has to be terrific and up-to-date. You have to prepare thoroughly. And if you don't pay attention to these items, you can lose the interest of your audience:

·make eye contact

·use body language

·show you're happy to be there

·move around, avoid using podiums

·show your audience what you tell them

·present your information instead of reading your notes

·use visual-aids

·vary your activities and presentation modes

·get the audience involved

·be a good listener

·be yourself.

2.2.4.Answer the questions to the text.

1)Why is it necessary to analyse the audience?

2)Why is keeping to the goal important?

3)What kind of homework do you have to do? What should you plan?

4)Why should you manage your audience’s expectations and present with passion?

5)How can you make your audience listen to you?

2.2.5. Read the text of a presentation, define its style, think who the audience might be. What is the purpose of the presentation? Fill in the chart below with the expressions from the text.

Good morning, everyone. Thanks for coming to my presentation. My name's Marta Rodriguez. I'm Personnel Director of Tara Fashions. I'm going to talk to you today about our company. First, I'll give you some basic information about Tara

Fashions. Then I'll talk about our overseas stores. After that I'll outline the strengths of the company. Next I'll talk about career opportunities with Tara. And finally I'll mention our future plans. I'll be pleased to answer any questions at the end of my talk.

Let me start with some basic facts about Tara. The company started in 1978. We are a family-owned business and our head office is in Cordoba, Spain. We sell clothes for men and women, and our customers are mainly fashion-conscious people aged 20 to 35. We have 15 stores in Spain. All the stores are very profitable.

Right, those are the basic facts.

Let me add a few figures. We have an annual turnover of about €260 million. Our net profits last year were approximately €16 million. We have a workforce of just over 2,000 employees. So those are the numbers.

Now about our overseas stores. We have four large stores in France and another ten in other European countries. We are planning to open five new stores next year. What are our strengths? We keep up with fashion trends. If we spot a trend, we can bring out a new design in 15 days. And we get it to the stores very quickly. We deliver to stores twice a week. And we sell our designs at the right price.

OK, now what about career opportunities? It's quite simple. If you are ambitious and fashion-conscious, we have opportunities in all areas of our business. We will welcome you with open arms.

Finally, a few words about our new project. We are planning to open a new store in New York next year – on Fifth Avenue. This will give us a foothold in the US market. We're very excited about this new development.

Well, thanks very much for listening to my talk. Are there any questions?

Introducing yourself

Introducing the topic

Giving a plan of your talk

Inviting questions

Giving background information

Changing the topic

Ending

2.2.6. Read the text of a presentation, define its style, think who the audience might be. What is the purpose of the presentation? What techniques does the presenter use? Fill in the chart in 2.2.5. with the expressions from the text.

TETSUO	Good afternoon, ladies and gentlemen. My name is Tetsuo Endo; I
	represent the Mikan Electronics Corporation and I am going to talk to you
	for a few minutes about my company's products – in particular, about our
	post office weighing machines.
	I came to Britain for the first time a few months ago and of course I
	was very interested to see how people hero live, I had heard lots of
	stories, but this was my first opportunity to see for myself. The British are
	well known in other countries for standing in line – for queuing. Ah, you
	know that? I discovered this was true when I waited for a bus, when I
	entered a bank to cash a cheque, and when I sent a parcel to my mother in
	Tokyo. And I discovered it again this morning when we had to queue on
	45

the motorway to cross the Severn Bridge. The reason that you are so good at queuing is that you have so much practice. Now, Mikan Electronics is going to change that, because one place where you won't have to queue for nearly as long in future as you have done in the past is a British post office. That is, if you adopt our Eagle range of electronic postal weighing machines.

Tetsuo shows a series of slides demonstrating what happens in a post office with conventional weighing machines.

Then he shows another series of pictures demonstrating the new weighing machine.

TETSUO	Of course we don't claim that this is new technology. On the contrary
	– this is technology that has been developed and tested over a long period
	in supermarkets everywhere. We are all familiar with it at the supermarket
	check-out, so why not at the post office counter also?
	The benefits of our Eagle weighing machine are not limited to the
	rapid printing of postage labels. Changes in postal rates can quickly be
	programmed into the machine. The machine is so sensitive that it can
	weigh a single gram, so the post office clerk doesn't need a special
	balance any more for weighing air letters. And it is easily modified to
	accept any credit or debit card. The clerk swipes the card through the
	46

First, the clerk puts the parcel on the weighing machine…

machine and the customer's account is automatically debited. In the future that could mean less cash passing across the counter – less incentive for the criminal to threaten the clerk with a gun. So, with one machine we eliminate two kinds of post office hold-up!

2.2.7.Practise describing the process.

As Tetsuo shows his sequence of pictures, he describes what happens at each

stage. Write the rest of the commentary for him using the pictures from 2.2.6. Note that when describing a process like this the simple present form of the verb is normally used.

TETSUO

2.2.8. Choose one of the situations below for your presentation. Use the expressions from the lesson, additional vocabulary in the chart and practice sheets below.

1.Your company is developing a small car aimed at city workers. Audience: a group of distributors.

Goal: persuade them to participate in promoting the car.

2.Your firm has produced a type of device which has unique features. Audience: a group of buyers at a trade fair.

Goal: talk the buyers into concluding sales contracts.

3.Your company is young but sustainable. For further development you need to raise €1.5 mln.

Audience: a group of potential investors (business angels). Goal: persuade them to invest into your business.

Introducing yourself	·	Good morning, everyone.
	·	Hello everyone, welcome to...

Structuring the	I'm going to divide my talk into four parts. First, I'll give
presentation	you .... After that, .... Finally, ....

		47

Inviting questions	·	If you have any questions, don't hesitate to ask.
	· I'll be glad to answer any questions (at the end of my
		talk).

Giving background	·	I'll give you some background.
information	·	Let's start with the background.

Referring to the	·	As you know,...
audience's knowledge	·	As you are aware, ...

Changing the topic	·	Right, let's move on to ...
	· OK, I'll now look at...

Referring to visuals	·	If you look at the graph ...
	· Could I draw your attention to the chart?

Concluding	·	To sum up, ...
	·	To summarise,...

Ending	·	Thanks very much. Any questions?
	· Well, that's all I have to say. Thank you for listening.

Practice: INTRODUCING YOUR COMPANY or YOUR PRODUCT

Why am I making this presentation? What do I want my audience to do as a result?

Understanding Your Audience

1) Who are they and what is their relationship to your topic?

THEREFORE, I MUST _________________________________________________

2)How well informed are they about the subject? What do they need to know about it? THEREFORE, I MUST _________________________________________________

3)What do they expect from the event? From your presentation?

THEREFORE, I MUST _________________________________________________

4) Are they accustomed to a certain type of presentation?

THEREFORE, I MUST _________________________________________________

5)What do they know about you? What more do they need to know? How do they feel about you?