{"id":225,"date":"2022-04-04T15:56:34","date_gmt":"2022-04-04T15:56:34","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/whats-my-presentation-about\/"},"modified":"2022-04-04T15:56:34","modified_gmt":"2022-04-04T15:56:34","slug":"whats-my-presentation-about","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/whats-my-presentation-about\/","title":{"raw":"What's my Presentation About","rendered":"What&#8217;s my Presentation About"},"content":{"raw":"\n<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n \t<li>Identify the purpose, audience, and message of your presentation<\/li>\n<\/ul>\n<\/div>\nIt may be helpful to think of your presentation as having three key parts or interlocking gears: purpose, audience and message. Let\u2019s walk through the presentation development process at this planning level.\n<h2>Purpose<\/h2>\nGenerally the first step in developing a presentation is identifying your purpose. Purpose is a multi-layered term, but in this context, it simply identifies an objective or an intended outcome. Why is identifying a purpose important? To riff on the classic Yogi Berra quote, if you don\u2019t know where you\u2019re going, you might as well be somewhere else.\n\nThat is, you don\u2019t want to waste your audience\u2019s time. You need a purpose.\n\nYour purpose will determine both your content and approach. You might also want to consider supplemental tools, audience materials, and the room layout of where your presentation will take place. Perhaps your purpose is already defined for you: your manager has asked you to research three possible sites for a new store. In this case, it\u2019s likely there is an established evaluation criteria and format for presenting that information. Your content and approach is therefore defined. If you don't have a defined purpose, consider whether your objective is to inform, to educate, or to inspire a course of action. State that objective in a general sense, including which action you want your audience to take based on your presentation. Once you have your purpose solidified, it is time to consider your audience.\n<h2>Audience<\/h2>\nThe second step in the presentation development process is audience research. Who are the members of your audience? Why are they attending this conference, meeting, or presentation? This step is similar to the demographic and psychographic research marketers conduct prior to crafting a product or service pitch\u2014and just as critical. Key factors to consider include your audience\u2019s age range, educational level, industry\/role, subject matter knowledge, etc.\n\nAudience consideration matters for two reasons: you need to know what they know and what they need to know.\n\nUnderstanding your audience will allow you to articulate what may be the most critical aspect of your presentation: \u201cWIIFM,\u201d or what\u2019s in it for them. Profiling your audience also allows you to adapt your message so it\u2019s effective for this particular audience. That is, to present your idea (proposal, subject matter, recommendations) at a depth and in a manner using language, terminology, and tools that are appropriate. Don\u2019t expect your audience to meet you where you are. Your job is to need meet them where they are.\n\nReturning to the site analysis example mentioned earlier, knowing your audience also means getting clear on what management expects from you. Are you serving in an analyst role\u2014conducting research and presenting \u201cjust the facts\u201d\u2014to support a management decision? Or are you expected to make a specific recommendation? Be careful of power dynamics and don\u2019t overstep your role. Either way, be prepared to take a stand and defend your position. You never know when a routine stand-and-deliver presentation could become a career-defining opportunity.\n<h2>Message<\/h2>\nThe third step is honing your message. In \u201cTED\u2019s Secret to Great Public Speaking,\u201d TED Conference curator Chris Anderson notes that there\u2019s \u201cno single formula\u201d for a compelling talk, but there is one common denominator: great speakers build an idea inside the minds of their audience. Take, for instance, Chimamanda Adichie\u2019s idea, which Anderson summarizes as \u201cpeople are more than a single identity.\u201d[footnote]Anderson, Chris. \u201c<a href=\"https:\/\/www.ted.com\/talks\/chris_anderson_teds_secret_to_great_public_speaking\" target=\"_blank\" rel=\"noopener\">TED\u2019s Secret to Great Public Speaking<\/a>.\u201d <em>TED<\/em>, March 2016.[\/footnote] As Adichie expresses it: \u201cThe problem with stereotypes [of a single story or identity] is not that they are untrue, but that they are incomplete.\u201d[footnote]Adichie, Chimamanda Ngozi. \u201c<a href=\"https:\/\/www.ted.com\/talks\/chimamanda_adichie_the_danger_of_a_single_story\" target=\"_blank\" rel=\"noopener\">The danger of a single story<\/a>.\u201d <em>TED<\/em>, July 2009.[\/footnote] Or Sir Ken Robinson\u2019s idea that creativity is a essential building block for learning. As he expresses the idea: \u201cMy contention is that creativity now is as important in education as literacy, and we should treat it with the same status.\u201d[footnote]Robinson, Ken. \u201c<a href=\"https:\/\/www.ted.com\/talks\/ken_robinson_says_schools_kill_creativity\" target=\"_blank\" rel=\"noopener\">Do schools kill creativity?<\/a>\u201d <em>TED<\/em>, Feb 2006.[\/footnote] Ideas matter because they\u2019re capable of changing our perceptions, our actions and our world. As Anderson puts it: \u201cIdeas are the most powerful force shaping human culture.\u201d[footnote]Anderson, <em>TED<\/em>[\/footnote]\n\nIf ideas are that powerful, more must be better? It depends on your purpose. As any seasoned sales person knows, you don\u2019t walk into a meeting with a prospective client and launch into an overview of every item in your company\u2019s product or service line. That\u2019s what\u2019s known as \u201cthrowing spaghetti on the wall to see what sticks\" and it's not very effective.\n\nWhat audience members expect is that you\u2019ve done your homework, that you know them and their pain, and that you have something to offer. Your goal is to offer a fresh perspective, an innovative approach or a key insight that will change things for the better. As Chris Anderson puts it: \u201cpick one idea, and make it the through-line running through your entire talk.\u201d[footnote]Anderson, <em>TED<\/em>[\/footnote] One message, brought vividly and relevantly to life.\n\nNow that you have an overview of the presentation development process, let\u2019s review what can\u2014and often does\u2014go wrong. By considering audience, purpose, and message you can avoid common presentation mistakes.\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\nhttps:\/\/assessments.lumenlearning.com\/assessments\/8623\n\n<\/div>\n<h2>Contribute!<\/h2>\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\n<a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1d7b_QzvtqE54bhuKVabBbcEfJbvoRiUjaqXdkYVA5qQ\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a>\n","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Identify the purpose, audience, and message of your presentation<\/li>\n<\/ul>\n<\/div>\n<p>It may be helpful to think of your presentation as having three key parts or interlocking gears: purpose, audience and message. Let\u2019s walk through the presentation development process at this planning level.<\/p>\n<h2>Purpose<\/h2>\n<p>Generally the first step in developing a presentation is identifying your purpose. Purpose is a multi-layered term, but in this context, it simply identifies an objective or an intended outcome. Why is identifying a purpose important? To riff on the classic Yogi Berra quote, if you don\u2019t know where you\u2019re going, you might as well be somewhere else.<\/p>\n<p>That is, you don\u2019t want to waste your audience\u2019s time. You need a purpose.<\/p>\n<p>Your purpose will determine both your content and approach. You might also want to consider supplemental tools, audience materials, and the room layout of where your presentation will take place. Perhaps your purpose is already defined for you: your manager has asked you to research three possible sites for a new store. In this case, it\u2019s likely there is an established evaluation criteria and format for presenting that information. Your content and approach is therefore defined. If you don&#8217;t have a defined purpose, consider whether your objective is to inform, to educate, or to inspire a course of action. State that objective in a general sense, including which action you want your audience to take based on your presentation. Once you have your purpose solidified, it is time to consider your audience.<\/p>\n<h2>Audience<\/h2>\n<p>The second step in the presentation development process is audience research. Who are the members of your audience? Why are they attending this conference, meeting, or presentation? This step is similar to the demographic and psychographic research marketers conduct prior to crafting a product or service pitch\u2014and just as critical. Key factors to consider include your audience\u2019s age range, educational level, industry\/role, subject matter knowledge, etc.<\/p>\n<p>Audience consideration matters for two reasons: you need to know what they know and what they need to know.<\/p>\n<p>Understanding your audience will allow you to articulate what may be the most critical aspect of your presentation: \u201cWIIFM,\u201d or what\u2019s in it for them. Profiling your audience also allows you to adapt your message so it\u2019s effective for this particular audience. That is, to present your idea (proposal, subject matter, recommendations) at a depth and in a manner using language, terminology, and tools that are appropriate. Don\u2019t expect your audience to meet you where you are. Your job is to need meet them where they are.<\/p>\n<p>Returning to the site analysis example mentioned earlier, knowing your audience also means getting clear on what management expects from you. Are you serving in an analyst role\u2014conducting research and presenting \u201cjust the facts\u201d\u2014to support a management decision? Or are you expected to make a specific recommendation? Be careful of power dynamics and don\u2019t overstep your role. Either way, be prepared to take a stand and defend your position. You never know when a routine stand-and-deliver presentation could become a career-defining opportunity.<\/p>\n<h2>Message<\/h2>\n<p>The third step is honing your message. In \u201cTED\u2019s Secret to Great Public Speaking,\u201d TED Conference curator Chris Anderson notes that there\u2019s \u201cno single formula\u201d for a compelling talk, but there is one common denominator: great speakers build an idea inside the minds of their audience. Take, for instance, Chimamanda Adichie\u2019s idea, which Anderson summarizes as \u201cpeople are more than a single identity.\u201d<a class=\"footnote\" title=\"Anderson, Chris. \u201cTED\u2019s Secret to Great Public Speaking.\u201d TED, March 2016.\" id=\"return-footnote-225-1\" href=\"#footnote-225-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a> As Adichie expresses it: \u201cThe problem with stereotypes [of a single story or identity] is not that they are untrue, but that they are incomplete.\u201d<a class=\"footnote\" title=\"Adichie, Chimamanda Ngozi. \u201cThe danger of a single story.\u201d TED, July 2009.\" id=\"return-footnote-225-2\" href=\"#footnote-225-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a> Or Sir Ken Robinson\u2019s idea that creativity is a essential building block for learning. As he expresses the idea: \u201cMy contention is that creativity now is as important in education as literacy, and we should treat it with the same status.\u201d<a class=\"footnote\" title=\"Robinson, Ken. \u201cDo schools kill creativity?\u201d TED, Feb 2006.\" id=\"return-footnote-225-3\" href=\"#footnote-225-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a> Ideas matter because they\u2019re capable of changing our perceptions, our actions and our world. As Anderson puts it: \u201cIdeas are the most powerful force shaping human culture.\u201d<a class=\"footnote\" title=\"Anderson, TED\" id=\"return-footnote-225-4\" href=\"#footnote-225-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/p>\n<p>If ideas are that powerful, more must be better? It depends on your purpose. As any seasoned sales person knows, you don\u2019t walk into a meeting with a prospective client and launch into an overview of every item in your company\u2019s product or service line. That\u2019s what\u2019s known as \u201cthrowing spaghetti on the wall to see what sticks&#8221; and it&#8217;s not very effective.<\/p>\n<p>What audience members expect is that you\u2019ve done your homework, that you know them and their pain, and that you have something to offer. Your goal is to offer a fresh perspective, an innovative approach or a key insight that will change things for the better. As Chris Anderson puts it: \u201cpick one idea, and make it the through-line running through your entire talk.\u201d<a class=\"footnote\" title=\"Anderson, TED\" id=\"return-footnote-225-5\" href=\"#footnote-225-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a> One message, brought vividly and relevantly to life.<\/p>\n<p>Now that you have an overview of the presentation development process, let\u2019s review what can\u2014and often does\u2014go wrong. By considering audience, purpose, and message you can avoid common presentation mistakes.<\/p>\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\n<p>\t<iframe id=\"lumen_assessment_8623\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=8623&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_8623\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<h2>Contribute!<\/h2>\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\n<p><a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1d7b_QzvtqE54bhuKVabBbcEfJbvoRiUjaqXdkYVA5qQ\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-225\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>What&#039;s my Presentation About. <strong>Authored by<\/strong>: Nina Burokas. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-225-1\">Anderson, Chris. \u201c<a href=\"https:\/\/www.ted.com\/talks\/chris_anderson_teds_secret_to_great_public_speaking\" target=\"_blank\" rel=\"noopener\">TED\u2019s Secret to Great Public Speaking<\/a>.\u201d <em>TED<\/em>, March 2016. <a href=\"#return-footnote-225-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-225-2\">Adichie, Chimamanda Ngozi. \u201c<a href=\"https:\/\/www.ted.com\/talks\/chimamanda_adichie_the_danger_of_a_single_story\" target=\"_blank\" rel=\"noopener\">The danger of a single story<\/a>.\u201d <em>TED<\/em>, July 2009. <a href=\"#return-footnote-225-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-225-3\">Robinson, Ken. \u201c<a href=\"https:\/\/www.ted.com\/talks\/ken_robinson_says_schools_kill_creativity\" target=\"_blank\" rel=\"noopener\">Do schools kill creativity?<\/a>\u201d <em>TED<\/em>, Feb 2006. <a href=\"#return-footnote-225-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-225-4\">Anderson, <em>TED<\/em> <a href=\"#return-footnote-225-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-225-5\">Anderson, <em>TED<\/em> <a href=\"#return-footnote-225-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":395986,"menu_order":14,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"What's my Presentation About\",\"author\":\"Nina 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