Originally posted on CompleteCampaigns.com and written by Randall P. Whatley
The first step in preparing a presentation is to define the purpose of your presentation.
The following is an overview of several common types of presentations and their purpose. Each presentation type requires a specific organization technique to assure they are understood and remembered by the audience. The suggested organizational structure is also provided.
1. Informative
Keep an informative presentation brief and to the point. Stick to the facts and avoid complicated information. Choose one of the following organizational structures for an informative presentation:
Time
Explains when things should happen
Works best with visual people or people who can see the overall organization or sequence of events
Use words like first, second, third, to list order
Place
Explains where things should happen
Works best with people who understand the group or area you are talking about
Use words like Region 1, 2, 3, or 4 to explain order
Cause and Effect
Explains how things should happen
Works best with people who understand the relationship between events
Use phrases like Because of ____________, we now have to ___________
Logical Order
Simply list items in their order of importance
Works best with people who are accustomed to breaking down complex data into components in order to digest the material
2. Instructional
Your purpose in an instructional presentation is to give specific directions or orders. Your presentation will probably be a bit longer, because it has to cover your topic thoroughly. In an instructional presentation, your listeners should come away with new knowledge or a new skill.
Explain why the information or skill is valuable to the audience
Explain the learning objectives of the instructional program
Demonstrate the process if it involves something in which the audience will later participate using the following method
Demonstrate it first without comment
Demonstrate it again with a brief explanation
Demonstrate it a third time, step-by-step, with an explanation
Have the participants practice the skill
Provide participants the opportunity to ask questions, give, and receive feedback from you and their peers
Connect the learning to actual use
Have participants verbally state how they will use it
3. Arousing
Your purpose in an arousing presentation is to make people think about a certain problem or situation. You want to arouse the audienceโs emotions and intellect so that they will be receptive to your point of view. Use vivid language in an arousing presentationโ project sincerity and enthusiasm.
Gain attention with a story that illustrates (and sometimes exaggerates) the problem
Show the need to solve the problem and illustrate it with an example that is general or commonplace
Describe your solution for a satisfactory resolution to the problem
Compare/contrast the two worlds with the problem solved and unsolved
Call the audience to action to help solve the problem
Give the audience a directive that is clear, easy, and immediate
4. Persuasive
Your purpose in a persuasive presentation is to convince your listeners to accept your proposal. A convincing persuasive presentation offers a solution to a controversy, dispute, or problem. To succeed with a persuasive presentation, you must present sufficient logic, evidence, and emotion to sway the audience to your viewpoint.
Create a great introduction because a persuasive presentation introduction must accomplish the following:
Seize the audiences attention
Disclose the problem or needs that your product or service will satisfy
Tantalize the audience by describing the advantages of solving the problem or need
Create a desire for the audience to agree with you by describing exactly how your product or service with fill their real needs
Close your persuasive presentation with a call to action
Ask for the order
Ask for the decision that you want to be made
Ask for the course of action that you want to be followed
5. Decision-making
Your purpose in a decision-making presentation is to move your audience to take your suggested action. A decision-making presentation presents ideas, suggestions, and arguments strongly enough to persuade an audience to carry out your requests. In a decision-making presentation, you must tell the audience what to do and how to do it. You should also let them know what will happen if the donโt do what you ask.
Gain attention with a story that illustrates the problem
Show the need to solve the problem and illustrate it with an example that is general or commonplace
Describe your solution to bring a satisfactory resolution to the problem
Compare/contrast the two worlds with the problem solved and unsolved
Call the audience to action to help solve the problem and give them a way to be part of the solution
As an expert in the field of presentation techniques and communication strategies, my extensive knowledge and experience empower me to delve into the intricacies of effective presentations. Randall P. Whatley's article on presentation types provides valuable insights into organizing and delivering presentations that resonate with diverse audiences. Allow me to demonstrate my expertise by dissecting the concepts outlined in the article.
1. Informative Presentations:
- Purpose: To convey information succinctly.
- Organization Techniques:
- Time: Sequential order, suitable for visual learners.
- Place: Geographical or categorical order for understanding specific areas.
- Cause and Effect: Emphasizes relationships between events.
- Logical Order: Arranging items by importance for a comprehensive understanding.
2. Instructional Presentations:
- Purpose: To provide specific directions or orders, imparting new knowledge or skills.
- Key Components:
- Establish the value of the information or skill.
- Clearly define learning objectives.
- Demonstrate the process systematically.
- Engage participants through practice, questions, and feedback.
- Relate the learning to practical application.
3. Arousing Presentations:
- Purpose: To stimulate thinking and emotions about a problem.
- Strategies:
- Use vivid language and storytelling to highlight the issue.
- Illustrate the need for a solution through examples.
- Propose a resolution and compare the outcomes with and without the solution.
- Issue a clear and immediate call to action.
4. Persuasive Presentations:
- Purpose: To convince the audience to accept a proposal.
- Critical Elements:
- Craft a compelling introduction to grab attention.
- Identify and articulate the problem or needs your proposal addresses.
- Showcase the benefits of your solution.
- Create a desire for agreement by demonstrating how your proposal meets real needs.
- Conclude with a clear call to action, asking for the desired decision or course of action.
5. Decision-Making Presentations:
- Purpose: To prompt the audience to take a specific action.
- Strategic Steps:
- Capture attention with a relevant story illustrating the problem.
- Emphasize the need for a solution with relatable examples.
- Present your solution and highlight the positive resolution.
- Encourage the audience to participate in the solution and provide a clear pathway for involvement.
In conclusion, effective presentations demand a nuanced understanding of the audience and purpose. By adopting the appropriate organizational structure and incorporating engaging strategies, presenters can captivate their audience, whether aiming to inform, instruct, arouse, persuade, or guide decision-making. This breakdown underscores the comprehensive expertise required to master the art of presentations, aligning with the principles elucidated by Randall P. Whatley.
