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© 2010 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 10Presenting to Inform
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Presenting to Inform
Principles of Informative Presentations How to Identify the Purpose of your
Presentation Principles of Learning Skills for the Informative Presenter Ethics and Informative Presentations An Example of an Informative Presentation
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Principles of Informative Presentations
Relate the presenter to the topic– What are your qualifications
for speaking on the subject?– Audiences respond favorably
to high-credibility sources• Relate the topic to the audience• Tell listeners how the topic relates to them• Ensures interest and understanding
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Principles of Informative Presentations
Relate the topic to the audience– Tell listeners
how the topic relates to them
– Analyze audience beforehand
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How to Identify the Purpose of Your Presentation Information presentation –
increases audience’s knowledge about an issue or idea
Create information hunger– Generate a desire for information– Arouse audience curiosity– Pose a puzzling question
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How to Identify the Purpose of Your Presentation Help the audience understand information
– Use audience analysis to find out how much the audience already knows about the topic
– Audiences understand main ideas and generalizations better than specific facts
– Use simple words and concrete ideas– Indicating early in speech how it will
meet audience’s needs creates anticipation– Overt participation increases understanding
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How to Identify the Purpose of Your Presentation Help the audience remember
information– Reveal what you want the audience
to learn from the presentation– Indicate main ideas – generalizations
to be remembered – and subordinate ideas – details to support generalizations – clearly
– Repeat main idea 2 or 3 times during the presentation
– Pause or use physical gestures to indicate importance of specific information
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How to Identify the Purpose of Your Presentation Help the audience apply information
– Information applied immediately is remembered longer
– An action tried once under supervision more likely to be tried again
– Seek behavioral response –overt indication of understanding
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Principles of Learning
Build on the known– Use audience analysis to determine what
the audience knows and build on that knowledge
Use humor and wit– Humor – ability to perceive and express
that which is amusing or comical– Wit – ability to perceive and
express humorously the relationship or similarity between seemingly incongruous or disparate things
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Principles of Learning
Use sensory aids– Communicate
your message in more than one way• Audience
members have different learning skills
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Principles of Learning
Organize to Optimize Learning– Tell audience what you want them to learn– Place important information early (primacy)
• Audience cares little about the topic or are highly familiar with the topic
– Place information late (recency)• Audience cares about the issue, the issue is
unfamiliar, or the topic is not interesting• Clearly indicate main points and supporting
points• Use transitions to indicate
progress during presentation
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Principles of Learning
Reward your listeners– Reward – psychological or physical
reinforcement to increase an audience’s response to information given in a presentation• Answer “What’s in it for me?” in
introduction, body, and conclusion• Continually remind audience
how information meets its needs
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Figure 10.1: Principles of Learning
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Skills for the Informative Presenter
Defining – revealing presenter’s intended meaning of a term– Define terms if it is technical, scientific,
controversial, or not commonly used• Denotation• Connotation• Etymology
– Use compare and contrast, examples, synonyms, or antonyms
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Skills for the Informative Presenter
Describing in an Information Presentation– Describing – evokes meaning of a
person, place, object, or experience by telling about its weight, color, texture, smell, or feelings about it
– Use precise, accurate, specific, concrete language
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Skills for the Informative Presenter
Explaining in an Informative Presentation– Explaining – reveals how
something works, why something occurred, or how something should be evaluated• In explaining or offering
an opinion, presenters come close to persuading the audience
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Skills for the Informative Presenter
Demonstrating in an Informative Presentation– Demonstrating – showing the audience
an object, a person, or place; showing how something works, showing how to do something, or showing why something occurs• Consider demonstrating ideas, concepts,
or processes that are too complex to be understood through words alone
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Figure 10.2: A Checklist for the Informative Speech
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Ethics and Informative Presentations
Be sure of the quality of information Exercise care when using words of
others Be careful not to mislead audience Be sure audience needs the
information Be sure information is in
the audience’s best interests