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Unit 6 - Developing Oral Business Communication Skills.pdf
Master's in Business Administration (MBA001)
Manipal University Jaipur
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Unit 6 Developing Oral Business
Communication Skills
Structure: 6 Introduction Objectives 6 Types of Oral Communication 6 Oral Business Presentations Steps in making oral presentations Using visual aids to support presentations 6 Summary 6 Glossary 6 Terminal Questions 6 Answers 6 Case Study
6 Introduction
In the previous unit, you learnt the general principle of writing and principles of business writing. Irrespective of your field or the type of job that you choose to take up, you must develop good oral communication skills along with written skills. Oral communication is an important part of communication, whether it is in the form of a speech or proposal, both within and outside the organisation. Oral skills are needed for making effective presentations, participating in and conducting meetings, dealing with customers and interacting on a day-to-day basis with your superiors, peers and subordinates within the organisation. Your oral communication skills often reveal your personality. Speaking effectively also gives you great visibility and confidence and can contribute to your career success.
Kerka, S. in his book Job related basic skills (1990) writes, "The importance of workplace literacy has been underscored by the link between basic skills and productivity." Oral communication, listening, group effectiveness, interpersonal skills, negotiation and teamwork are identified among six job related basic skills sought by employers.
Maes, J. D., Weldy, T. G. & Icenogle, M. L. in their report A Managerial Perspective: Oral Communication Competency is Most Important for Business Students in the Workplace. Journal of Business Communication, 34, p67-80. states that "Results of two studies show that oral communication is the most important competency for college graduates entering the workforce." Their report identifies the oral skills most important for entry level graduates as: following instructions, listening, conversing, and giving feedback. In the first study, 354 managers identified and ranked the competencies and characteristics they consider when hiring college graduates for entry level positions. Findings revealed that the top three competencies are oral communication, problem solving, and self-motivation. Based on the first study, the second study revealed that the most important functions graduates perform are associated with oral communication competency such as handling customer complaints and meeting skills. (Source: MORREALE, S., OSBORN, M., PEARSON, J. (2000). Why Communication is Important: A Rationale for the Centrality of the Study of Communication. Journal of the Association for Communication Administration, 15, 16)
This unit helps you to answer the following questions:
What are steps of effective oral communication?
What is the use of visual aids in presentation?
In this unit you will learn the advantages of oral communication in business environment. You will also learn the art of developing presentations.
Objectives: After studying this unit, you should be able to:
explain the two types of oral communication skills
list the types of presentation and its target audience
list the steps for developing oral presentation
select visual and other presentation aids for maximum effect
Voice mail is a type of telephone communication and is similar to an answering machine. Although it is generally inferior to speaking in person to the other party, it has some advantages. When you leave a recorded message, you can make your point felt and save time that might be wasted in exchanging pleasantries. Invitations can also be declined without having to give an explanation or reason or having the other person talk back. Thus, there is greater control over how the message is composed and delivered. Besides, voice mail also makes it possible to keep a permanent record of the communication, unlike other types of oral communication. In spite of these advantages however, voice mail has not caught on in India.
Self Assessment Questions
Conflicts between co-workers can be resolved through teleconferencing. (True/False)
__________________ will not replace face-to-face meetings completely.
Telephone communication has the advantage of providing immediate feedback. (True/False)
6 Oral Business Presentations
Oral business presentations are a powerful way of presenting your ideas to others and are usually called for when a written memo or report is not sufficient to do the job. A written report tends to be less persuasive and may also be set aside without being read, whereas an oral presentation commands attention and fetches immediate feedback. Besides, approval for important ideas is rarely given without a face-to-face explanation.
Presentations may be made to both internal audiences – superiors, peers and subordinates, as well as to external audiences – consumers, intermediaries, bankers, suppliers etc. Presentations may also be of different types, each with a different purpose. Some of the most common types of presentations and the audiences to whom they are addressed are mentioned in table 6.
Table 6: Types of Presentation and Target Audience
Type/Purpose of Presentation
Example Audience
Briefing and Information New online leave application procedure
Employees
Orientation Orientation to new joinees Employees Training How to operate a new software
Employees
Reporting Research Findings
Consumer satisfaction survey
Superiors
Reporting Progress Report of weekly sales Superiors Highlighting Company’s Achievements
Reporting awards won by the Company
Media
TV and Radio Interviews to describe Company Viewpoints
Describing company’s position on environmental issues
Society at large
Introduction Overview of the company New employees Product Presentation Highlighting features of a new product
Consumers, intermediaries Project Proposal New project undertaken by the company
Bankers
Policy Proposal New mobile phone expense reimbursement policy
Superiors
Marking Special Occasions
Presentation at company anniversary celebrations
Internal and external audiences
6.3 Steps in making oral presentations The table 6 indicates that oral presentations can range from simple to more complex ones, each with a different purpose. Irrespective of the nature of the presentation, the steps shown in figure 6 can be followed for planning and preparing an oral presentation.
Figure 6 depicts the steps for creating an effective oral presentation.
To persuade – A presentation that aims to persuade would try to change the attitude or behaviour of the audience. It usually involves selling either a product or an idea. In table 6, the product presentation, project proposal and policy proposal, are all persuasive presentations. The product presentation seeks to persuade consumers to try a new product, the project proposal tries to persuade bankers to provide funds for a new project and the policy proposal tries to persuade top management to adopt a new policy of reimbursing mobile expenses. To entertain – A presentation with this purpose is meant to make the audience relax and have a good time. In table 6, presentations marking special occasions such as the company anniversary, may merely focus on making people feel good about themselves.
Although it is useful to define the general purpose of a presentation, it is more important to frame a ‘specific statement of purpose’, which clearly spells out the answers to the following questions: Whom do I want to influence? What do I want them to do at the end of the presentation? How do I want them to do it? When do I want them to do it? Where do I want them to do it?
For example, “I want 50% of my prospective customers to be convinced enough to walk in to the store and try out the new product on a trial basis, within the next one week.”
The statement of purpose in the previous example describes the reaction that you are seeking from your audience and also describes the goal in measurable terms. The number of customers who walk into the store and sample the product during the one week period would indicate whether the goal has been achieved or not. As far as possible, the goal must be quantified, so that it is measurable.
Presentation goals must be realistic, keeping in mind the limitations of time, the topic of the presentation and the nature of the audience. For example, a presentation that aims to train employees on the use of complicated software must not expect them to become experts at the end of the session.
- Development of the key idea The ‘key idea’ of a presentation is a statement that expresses the main message to be conveyed to the audience. It is different from a statement of purpose, which is generally meant for the presenter. The key idea is for the audience and it is stated at the beginning of the presentation.
For example, if the purpose is to persuade a prospective customer to try out your company’s brand of vacuum cleaner, the key idea or message may be to explain how your brand is superior to other brands, feature for feature.
Once the key idea is clearly stated, it becomes easy to develop the rest of the presentation.
- Audience analysis Making a good presentation alone is not enough. It also has to be tailored to your listeners in such a way that they understand and appreciate it. The following ‘information’ must be ‘gathered about your audience’, even before you begin preparing for the presentation:
Job designations and areas of expertise – You need to find out whether the audience comprises of specialists in a particular area such as information technology or generalists. If they are specialists, your presentation could include technical aspects and jargon, which they would be able to understand. If not, you may have to make the presentation simpler or explain some of the terms elaborately.
Preferred style of presentation – It would also be relevant to know the personal preferences of your audience, with regard to the style of presentation that they are most comfortable with. Some people may prefer a more informal or conversational style with some humour than a more formal style. Others may like the presentation to be made at a slower pace or they may prefer the presentation to be formal. However, you have to remember that humour must be used with care, so that it is relevant and does not offend the audience. Analysing all this in advance would help in determining how the presentation must be delivered.
Demographic characteristics of the audience – The gender, age, cultural background and economic status of the audience also need to be studied in advance, so that the presentation may be tailored to appeal to that particular audience. For example, a financial planner
Analysis of the circumstances This includes taking into consideration any limitations of infrastructure, time and context that might affect your presentation. For example, if you will be speaking in a small room where the lighting and acoustics are insufficient, you may have to overcome the limitations by altering the seating arrangement, using brighter visuals and speaking loudly. If the presentation is to be made after lunch, you can include many attention grabbers in the presentation, to keep the audience alert. If you are making a presentation as part of a team, your style of presentation has to be consistent with that of your team members.
Preparation of outline Once the initial groundwork is done, you must develop an outline of your presentation. Irrespective of the nature and purpose of the presentation, a standard format is generally followed. This includes the following: Introduction – This must include an ’attention getter’ to get the audience involved and interested in the presentation. Several techniques may be used to command attention, which will be discussed later. The key idea or main message must be conveyed to the audience during the introduction. Body or main section – This is where the main points will be presented and elaborated upon. It is best to limit the number of main points to five, so as not to overload the listeners with too much information. Conclusion – A brief summary of the presentation, along with concluding remarks would be included in this section. The conclusion must have as much ’punch’ as the attention getter in the introduction.
Collection of information and material Once the outline of the presentation is developed, you can start gathering the relevant material. This is a time consuming process and requires a fair amount of research. The information can generally be gathered from existing sources such as company resource or data, magazines, newspapers and the Internet. Sometimes, you may need to do original research in the form of a survey to gather fresh data. For example, if you are making a presentation on a new product, you may have to conduct a survey to find out how consumers feel about that product concept and also about similar, competing products.
Organisation of the body The body of the presentation must always be prepared before the introduction. Organising the body consists in identifying the key points that support your main idea and then selecting an organisational plan to develop these key points.
Let us take our earlier example of a sales presentation on a vacuum cleaner to prospective customers, where the key idea is to highlight that it is superior to competing brands. The main points in this case can be: It has greater cleaning power than other brands. It is more affordable. It is easier to use than other brands.
Once the main points are determined, sub points can be developed to expand on each of these.
The next step is to choose an organisational plan to present these main and sub points.
For example, in the case of a sales presentation a ’problem-solution’ pattern or plan may be followed, where the customer is confronted with a problem and the product is offered as a solution to the problem.
- Planning the introduction Since the introduction is where you make the first impression, it must be planned with care. It must take up between 10 and 15 percent of your total speaking time. At the outset, you need to try and establish your credibility, by showing that you are qualified to speak on the subject of the presentation. An attention getting opener must be developed, using techniques such as humour, dramatic questions, an interesting story, a quotation or a startling statement.
For example, do you know that the number of road accidents last year touched the 100,000 mark?
Once audience attention is captured, the main idea must be stated clearly, followed by a preview of the entire presentation, so that people know what to expect.
Speaking impromptu – In this case, the speaker is called upon to say a few words without any warning or advance notice. Since there is little or no time given for preparation, it is suited for only expert speakers. Impromptu speeches must be brief, simple and direct, compared to prepared speeches.
Speaking extemporaneously – This is different from speaking impromptu. While impromptu speeches are delivered on the spot and not rehearsed, an extemporaneous speech is prepared and rehearsed in advance. However, the speech is delivered naturally, without the support of notes or other aids. This is the delivery style used by experienced professionals, who have sufficient knowledge of the subject to be able to speak without relying on notes.
Memorising the presentation – This is the least appealing style of delivery, as it comes across as unnatural and monotonous to the audience. Speakers who memorise and deliver presentations word for word will also be at a disadvantage if they forget a part of the speech, as they will be unable to speak naturally.
Reading from written notes – This involves reading the entire presentation from notes. It is a method used by government or business officials and may be appropriate when the material to be presented is highly technical or complex. However, it has some limitations. First, it gives the impression that the speech is very long and heavy. Secondly, it prevents the presenter from making eye contact with the audience.
Speaking from notes – This is generally the most effective style of delivery. It involves jotting down the main ideas in point form on index cards and then referring to these cards merely as a trigger while speaking. If the main ideas are put down briefly on the cards, the speakers can elaborate on these ideas in their own words and speak for any length of time. The presentation is likely to be more effective, since it comes across as natural and permits eye contact with the audience.
Along with these elements the speaker must also ensure to maintain good voice quality during oral communication, as it creates a stage for healthy communication. As a speaker you must ensure that you are audible to the listeners. Therefore, you must adjust the pitch and loudness of your voice accordingly.
Self Assessment Questions
Match the following Set A A) General purpose statement B) Quantified goal C) Audience size, age and gender D) Use of humour E) Trigger for speaking Set B
- Demographics
- To persuade
- Specific purpose statement
- Speaking from notes
- Opening and closing statements
Where will you elaborate the main points in a presentation? a) Introduction b) Body c) Conclusion d) Outline
Speaking a few words without any warning or advance notice is called speaking extemporaneously. (True/False)
6.3 Using visual aids to support presentations The use of visual aids enhances the effectiveness of a presentation and involves the audience more than a pure oral presentation. As the saying goes, “A picture is worth a thousand words”. Several studies have indicated that presentations made with visual support have been more successful in persuading audiences than presentations without visuals. Visuals have also been found to make the information in presentations more memorable. In addition, graphics help speakers to illustrate ideas and to answer questions. However, visual aids must be used only where it is relevant and not just for the sake of using it. Since, they may distract the attention of the audience from the speaker’s main message.
making a presentation to a large audience. They are also clumsy and can become worn out after repeated use. Figure 6 depicts a flip chart.
Fig. 6: A Flip Chart
Transparencies Transparencies are clear sheets used with an overhead projector to project an image on the screen. It is possible to transfer text or visuals from other sources on to a transparency by using a copy machine. It is also possible to write directly on the transparency with special marker pens, during the presentation.
Transparencies have a number of advantages. Unlike flip charts, they are better suited for large audiences. Unlike other visual aids, they are also easier and quicker to produce, since you can copy visuals from other sources, instead of creating them from scratch. You can also write on them as you speak and later erase what you have written and re-use them.
The disadvantage of using transparencies is that they are unmanageable and require an overhead projector. The speakers also have to position themselves in such a way that the projector does not block anyone’s view.
Figure 6 depicts a transparency sheet.
Fig. 6: Transparency Sheet
PowerPoint slides PowerPoint slides are an effective visual aid as they lend a touch of sophistication and professionalism to the presentation. It is ideal for presentations where technical pictures and elaborate diagrams are needed to illustrate ideas to the audience. PowerPoint slides are easy to store, since they are less cumbersome than flip charts and transparencies. It is also possible to transfer photographs, logos and other visuals directly on to the slide.
The use of laptop computer and presentation software such as Microsoft PowerPoint has made creation of presentation very easy. You can easily add screen, produce dramatic visuals, animation and simulations to your presentation. Computer based visuals created using PowerPoint has become a standard for most technical, educational and business presentations. It can be used effectives for large and small audience to convey simple as well as complex information.
The disadvantage of PowerPoint is that it tends to be overused for the sake of technology, ’gimmickry’ and special effects. This tends to distract the attention of the audience from what the speaker is saying. Therefore, PowerPoint slides must be prepared carefully and used judiciously.
Figure 6 depicts a PowerPoint slide on Microsoft PowerPoint Presentation Window.
Fig. 6: Microsoft Office PowerPoint Slide
Handouts Handouts are printed details on the topic of the presentation that are distributed to the audience. They have the advantage of providing a permanent record of your ideas. They also provide extra information which you may not be able to cover during your oral presentation. For example, if you are making a presentation on a new product, the technical features of the product, along with some illustrations, could be included in the handout for the audience to study later. Handouts can also reduce the need for the listeners to take notes during your presentation. This way, their attention will be completely focused on what you are saying.
One problem with handouts is that the audience may read them during your presentation, instead of listening to your presentation. You can avoid this by asking them to read the handouts later or by distributing the handouts at the end of the session.
Figure 6 depicts sample handouts.
Fig. 6: Handouts
Computerised displays Computerised displays are images stored on your own computer screen or laptop, which can be shown to the audience to illustrate your ideas. This is an inexpensive and convenient type of visual aid and requires little effort or
advance preparation. However, it is suitable only for small audiences, due to its small size. You can use a computerised display to make a presentation to a large audience by using a Liquid Crystal Display (LCD) projector to project the images onto a big screen. Figure 6 depicts a computerised display using a LCD.
Fig. 6: Computerised Display
CDs and DVDs Initially, videotapes were used as audio-visual aids to exploit the attention grabbing properties of television for maximum impact. Compact Discs (CDs) and Digitally Versatile Discs (DVDs) are used instead of videotapes now-a- days for the same. Using CDs and DVDs for a presentation can add value when you wish to illustrate action – for example, to show a sportsperson in action, a product demonstration in a TV commercial or a speaker’s gestures. However, like other visual aids, they must not be used for the sake of entertainment. Attention must also be paid to produce them carefully, to make sure that the quality is of a high standard. Figure 6 depicts CDs and videotape.
Fig. 6: CDs and Videotape
Unit 6 - Developing Oral Business Communication Skills.pdf
Course: Master's in Business Administration (MBA001)
University: Manipal University Jaipur
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