(c)1996 OPI, Inc. All rights reserved. No part of this article may be reproduced or copied by any means without written permission from Organizational Productivity Institute, Inc. Write OPI.

Everyone in your organization needs to present ideas and plans, persuade others and, on occasion, represent you to the community. Encourage development of skill in writing and speaking to inform and persuade.

Understanding your audience. A day-care owner was struggling to prepare a presentation to a group of businessmen who were considering funding a day-care cooperative for small businesses. She thought she knew them too well: they might have no interest in daycare; after all, it was not something they needed to concern themselves with they were all well-off, well-established, in traditional marriages and sixty-ish; even their employees were mostly past child-rearing years. Then she had an inspiration: they probably were all grandfathers. At the initial presentation, after introductions, she asked about their grandchildren. Out came the pictures and the brag stories! They made the connection: some of the grandchildren were in day-care and it better be good! The meeting went smoothly. When she presented her formal written proposal, they read it eagerly.

In so far as possible, we need to know about the people we speak and write to. Their attitudes and knowledge on our topic, their socio-economic status, the work they do, their gender and age-group and anything else we can learn about them, potentially will help to convey an idea and persuade an action. What does the audience want to get from your presentation? What do you want them to do as a result?

Gathering and presenting information. Organization records, libraries, interviews with knowledgeable people are rich sources of information. Do not overlook your own experience. What you have done, seen, observed yourself is interesting and convincing to the audience as long as it is pertinent to the topic and what the audience wants and understands.

Language use. Be sure language is acceptable and understandable to your audience. If they are offended by a word, phrase or inference, they may not pay attention to the content and the action called for.

If meanings are fuzzy to the audience, they will daydream, leave or put the publication down. Speaking and writing about the Internet and other new electronic media developments is a big challenge because many people stay up-to-date surfing every day, others know a little, some haven’t delved into this medium at all. As part of your audience analysis, find out what the people who will attend your presentation or read your document know and understand.

Delivery of oral presentations. Show your enthusiasm; focus on the audience and the topic, not on yourself; and stay within the time allotted.

Graphic displays. A written presentation must be neat, attractive and easy to read. Given the level of sophistication in computers and printers in most offices today, your audience will not excuse a messy or out-dated looking proposal. If you do not have the equipment, go to a service bureau.

Handouts, slides and other visual aids accompanying an oral presentation must be perfect: uncluttered, clear, colorful. Use visual aids prepared for your particular presentation or don’t use any. Scrambling in the storeroom for some slides is a no-no unless they really convey the principal point of the presentation.

Give some thought to when to give out your handout. Does the audience need to use it during your presentation? Or, is it notes to take away for future reference. u