1、国际商务英语Chapter 13 Business Presentation,1.What Is A Presentation?2.The Preparing Work of a Presentation3.The Structure and Language of Business Presentation4.Make a PowerPoint,1.What Is A Presentation?,A presentation is a means of communicating information,presenting the content of a topic to an audi
2、ence.It can be presented in many different ways or in combined ways.A written report is a presentation,as is a radio newscast.By the aid of some substantial objects,Power Point or a clip of video,a presentation can be conveyed more clearly and vividly.,The Types of Business Presentations,By purpose,
3、business presentations are divided into three categories:To inform To persuade To build goodwill,Informative Presentations,Informative presentations can be further divided into two distinct categories-reporting and explaining.The reporting presentation brings the audience up to date on projects or e
4、vents,telling how things are going.These situations might include shareholders meetings,executive briefings,or oral sales reports.The explanatory presentation provides information about products and procedures,rules and regulations,operations,and other nitty-gritty data.Informational presentations i
5、nclude talks,seminars,proposals,workshops,conferences,and meetings the presenter or presenters share their expertise,and information is exchanged.,Persuasive Presentations,These are the presentations in which you attempt to convince the audience to buy your product or service,to support your goals o
6、r concepts,or to change their minds or attitudes.Persuasive presentations,which are sometimes called transactional,are often motivational.,Goodwill Presentations,Almost all of us have seen this kind of presentation.Every year,companies have awards banquets to recognize the excellent employees and ho
7、nor retirees with a dinner.Departments,units,or teams within a business organization are often rewarded for their success at meetings at which their work is showcased.Each of these events usually includes some kind of presentation,most often in the form of a speech and sometimes with a slide show,vi
8、deo,or multimedia event.Goodwill presentations,which often take the form of after-dinner speeches,are often designed to be ceremonial-for example,when inducting a new officer,dedicating a memorial plaque,or presenting an award.The purpose of goodwill presentations is pretty obvious.That purpose is t
9、o build goodwill,to make people feel good about themselves,and to build respect for the organization and/or the product,as well as for peers,colleagues,and superiors.,Multipurpose Presentations,Presentations,however,usually have more than one purpose.A presentation to employees may be announced as a
10、n informative session on new regulations,but in fact may also be an all out effort to persuade workers to buy into the new shares.An introductory presentation about new software programs may convey little information to employees who have been slow to become computer literate.The fire departments aw
11、ards banquet may indeed recognize the hard work of its members,but it may also represent an attempt to raise funds and recruit new volunteers.And the informative presentation that reports the status of a sports sponsorship public relations program may be an attempt to persuade the powers that be to
12、increase the funding for the project.,Specific presentation situations,SalesTrainingImage BuildingMotivation Presentations Interviews,Sales,Probably the single largest category of presentations is the sales scenario.Though throughout life we are selling ourselves to teachers,prospective mates,neighb
13、ors,or colleagues,in the business world,we are most often selling our products,services,or ideas.Sales presentations can start out simply as first encounters-those one-on-one get-to-know-each-other meetings over lunch or a no-frills quick meeting in a prospective clients office.If things go accordin
14、g to plan,your first encounter might progress to a full-blown sales presentation with the top brass,the entire sales team,and a multimedia show.But chances are,youll just schedule a follow-up meeting at which you will present your proposal and position yourself to close the deal.Though sales techniq
15、ues are complex,two essentials for success in a sales presentation are to known and understand your audience,and build rapport.,Training,In training sessions,presenters teach participants a variety of skills.Topics might include:Sales techniquesHow to deal with diversity in the workplaceTime managem
16、ent and stress reductionTeam building Negotiation or leadershipMeetings managementHow to give presentationsIn many business situations,training is a captive situation in which the audience has no choice but to participate.In order to reach the audience,the presenter must make a connection and build
17、rapport,just as in a sales situation.In the realm of self-improvement and creative or fun training sessions,participants are often the self-actualized types who are looking for fulfillment and entertainment.These folks,are a pleasure to present to.,Image Building,Image building is sort of a catchall
18、 category because it covers so much ground.These presentations can be,at once,informative,certainly goodwill oriented,and,of course,persuasive.Often in the realm of public relations and marketing professionals,an image-building presentation represents an effort to position a company,an organization,
19、or an individual as a leader in an industry or field,as an expert on a certain subject,as a good-guy,or as a good neighbor.In the end,however,most image-building work is tied to some kind of sales effort-whether its selling a product,a service,a person,or a concept.And image-building presentations w
20、ill frequently be used as launching pads for extensive public relations publicity efforts.Image-building presentations take many forms,running the gamut from simple,sincere speeches in a classroom to sound-and-light multimedia shows in giant auditoriums.,Motivation Presentations,Heres another far-re
21、aching category.Political candidates may give motivational presentations to their volunteer staffers to keep their level of commitment high.Spiritual leaders,of course,give motivational talks or sermons.A superintendent of schools may make a presentation to the districts teachers in order to motivat
22、e them to think of themselves as teachers first,union members second.A real-estate broker may bring in a motivational expert to help his staff get out of a sales slump.And then there are the self-help types,like those whose videos fill TV airtime on Saturday mornings with get-rich-quick schemes.Moti
23、vation is another form of persuasion,but one that somehow takes on a more fervent,highly charged tone.Motivational presenters must know what makes the audience tick and zero in on their hot buttons.They also must use high-energy presenting tactics in order to capture the audiences attention for the
24、entire message.,Interviews,When a company spokesperson,political candidate,writer,artist,inventor,or other expert appears on a radio or television talk show or is interviewed for a magazine or newspaper article,that person is making a presentation.A job interview is yet another presentation form,one
25、 where the presenter should make an effort to identify her immediate audience(the interviewer),but also take great pains to know as much as possible about the larger audience(the company).,2.The Preparing Work of a Presentation,Determine Your Purpose Assess Your Audience Preparing an Outline,Determi
26、ne Your Purpose,Most of the presentations youre asked to give in a business setting aim to achieve one of two purposes:(1)to inform or(2)to persuade.In an informative presentation,the audience learns about a new subject or learns something new about a familiar subject.In a persuasive presentation,th
27、e speaker attempts to change the audiences attitudes or behaviors.,Assess Your Audience,SizeDemographics Knowledge LevelMotivation,Preparing an Outline,The benefits of working from an outline rather than from a script are many:it allows for a more conversational flow to your presentation.It allows f
28、lexibility to integrate information you learn about your audience(just add a quick note to your outline).If you lose your place during your presentation,you can easily see any points you missed and can skip around to ensure youve covered everything you planned to present.A good outline includes the
29、main points of your presentation,plus reference to your evidence.Here,we say reference to your evidence in stead of evidence,because an outline should be composed mainly of keywords but not the whole sentences,not to mention whole passages.For example,rather than writing out the complete narrative a
30、bout your dog in your outline,you reference the narrative with the words dog story.In This way,the broad organizational structure and key evidence is noted and ordered,so youre not tied to a scripted speech.There are a couple exceptions to this rule.If you plan to include statistics or a long quote,
31、it had better to present them directly in your outline,as well as any relevant source information.If you are afraid you might forget your transitions,you may write those out,as well.But everything else in the outline should be in key word format.,3.The Structure and Language of Business Presentation
32、,Business presentation is a bit different from other public speeches,in terms of its relatively fixed structure.Usually it is divided into four parts:Introduction body conclusion questions,Introduction,The introduction is a very important-perhaps the most important part of your presentation.This is
33、the first impression that your audience has of you.You should concentrate on getting your introduction right.You should use the introduction to:welcome your audience introduce your subject outline the structure of your presentation give instructions about questions,Body,The body is the real presentation.If the introduction was well prepared and delivered,you will now be in control.You will be rela
