Communication applications

Chapter 1Chapter 1
Section 1Section 1
Putting Communication toPutting Communication to
Work for youWork for you

Mohammad Assaf Communication Applications3
 Communication is the process of creating and
exchanging meaning through symbolic
interaction
 Symbols may be verbal or nonverbal
 Interaction is the sum of all symbols, verbal and
nonverbal

 A choice acceptable for one occasion maybe
inappropriate for another.
 Context makes one communication choice
better than another.
 Context is the situation in which communication
occurs.
 Context includes the people, the occasion, and
the task.

 Understanding roles and norms helps choosing
best communication.
 Each context has roles to play and norms for
communication.
 Communication behavior depends on the roles
and norms of the context.

 A role is a part played in a specific setting or
situation.
 Being aware of roles to play and flexible to
change them as needed will help to make better
communication choice.
 Roles intersect in complicated situations. To
ensure success at work, we have to separate
between our roles.

 A norm is a stated or implied expectation.
 A guideline of what is appropriate for a given
context.
 Norms can be written, or implied or understood
from context.
 Written norms leave little room for errors.

 A standard is an established level of
requirement.
 Standards are important to make communication
decisions.
 No rules to set standards for situations.
 Choices based on what is appropriate for
yourself, your listener, the occasion, and the
task.

 Knowing who you are, what do you want to
achieve, and how you want others to perceive
you can create standards for yourself
 If you want others to respond to your messages,
you consider their needs, desires, and
limitations.
 Each occasion brings with it different
expectations of appropriate behavior

Rank Skill
1 Oral Communication
2 Self-motivation
3 Problem solving
4 Decision making
5 Leadership
6 Human relations
7 Teamwork
8 Work experience

 A competent communicator is someone who
incorporate knowledge, attitude, and skills into
his or her communication to communicate
effectively and appropriately.
 Once you’ve made the choice about what your
actions say about you, you need to be sure your
words also say what you mean.

 It is important to have complete, accurate, and
recent information in order to support ideas.
 Knowledge also includes the ability to analyze
and interpret information and to reason and
think logically to make right decisions.

 Attitudes influences the way you see yourself
and others.
 Your behavior in a situation tends to reflect the
positive or negative tone of your attitude.
 As a result, your attitude greatly affects your
communication choice.

 You can manage and control your attitude.
 Attitudes are the result of related experience.
 People change their environment, friends,
interests or perhaps even their jobs to make a
fresh start.

 Skills needed for effective communication can
be task skills and relationship skills.
 Task skills are needed to do a job or complete a
task.
 Relationship skills are needed to maintain
goodwill with people.

 To be come a competent communicator, you
must understand what is appropriate in a given
context.
 To do so, you must analyze any information that
is part of communication.
 Analyzing means to break it into meaningful
parts.

Step 1 Identify the general topic of the information
Step 2 Identify the main points of the information
Step 3
Summarize the information in your own
words
STEPS TO ANALYZE
INFORMATION

ChapterChapter
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SectionSection
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Communication inCommunication in
OrganizationsOrganizations

 An organizations is a number of people with
specific responsibilities who are unified for some
purpose.
 Organizations can be professional or social.
 Professional organizations serve customers or
clients, social organizations serve community or
nation.

 To participate in organizations, you have to:
1. Understand context of each organization.
2. Know your role with the organizations.
3. Know written or implied norms.

 Identity: Organizations provide a chance for you
to define who you are.
 Unity: by joining together, people can achieve
goals that individuals cannot accomplish alone.
 Preservation: organizations preserve things we
believe in.

 Culture is the set of life patterns passed down
from one generation to the next in a group of
people.
 Organizational culture is how an organizations
thinks, what it finds important and how it
conducts business.

 Structure: Includes the parts of an organization
as well as the relationship between those parts.
 Systems: communicating in an organization
requires order and coordination.
 Values and Beliefs: Organizations has set of
values and beliefs that governs its policies and
actions

 Goals: A goal is an end result or outcome that
someone strives to attain.
 Environment: refers to the physical
surroundings.
 Traditions: A tradition is a practice or ceremony
that is carried out in the same manner yearly.

 Heroes: A hero is an individual who is respected
for contribution he has made to and
organization.

ChapterChapter
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SectionSection
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Communicating for SuccessCommunicating for Success

 We do communication to achieve goals.
 The Stronger the communication, the better will
help to achieve those goals.
 Knowing the characteristics of oral
communication will help organizing goals.

 Intrapersonal Communication: communication
occurs in your own mind (Self-talk).
 Interpersonal Communication: communication the
occurs between people.
 Small-Group Communication: communication
within formal or informal groups or teams.

 One-to-Group Communication: communication
involves a speaker to audience, both presenter and
listener.
 Mass Communication: electronic or print
transmission to the general public, people use
media to transmit messages.

Task
Relationship

 Ethical: Ethics is the study of the general nature
of morals.
 In communication, ethics have to do with how
we behave and how we treat others.
 Honest, Truthful, Considerate, and keeps
confidence are ethics competent communicator
must has.

 Responsible: responsible for own behavior and
actions.
 Informed: support ideas with facts and
examples.
 Logical: develop reasoning skills and use logical
reasoning to draw conclusions and reach
decisions.

 Accountable: take responsibilities, decisions and
actions into account. Whether they are
appropriate or inappropriate.
 Reliable: can be trusted to keep their words.
Reliability is a valued characteristic in
relationships.

 Accessible: value positive relationships with
peers, supervisors, and clients.
 Open, pleasant, caring, likeable are all make
communicator accessible.

ChapterChapter
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SectionSection
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UnderstandingUnderstanding
IntrapersonalIntrapersonal
CommunicationCommunication

 Intrapersonal Communication is known as Self-
Talk.
 The first level of communication begins with
understanding who you are and what do you
think of yourself.

 Intrapersonal Communication is a form of Self-
Talk or inner speech.
 It includes the questions and comments you
make to yourself.
 It influences the way you view things and your
ability to reach your goals

 Think through.
 Interpret events.
 Interpret the messages of others.
 Respond to your own experiences.
 Respond to your interactions with others.

 The process you use to assign meaning to data
about yourself or the world around you.
 Steps of perception process:
◦ Sensory perception
◦ Selective perception
◦ Personal perception

 The process of taking in data through senses.
 Seeing, hearing, smelling, tasting, and touching
are all physical senses.
 They allow you to take in information, learn, and
respond to the data.

 The mental process of choosing which data to
focus on from all that are available.
 We can control what to perceive and what to
not.
 Communication is affected by our selection of
what to perceive.

 Intensity: the more dramatic the stimulus, the more
likely we are to notice it.
 Repetition: people notice repetitious stimuli.
 Uniqueness: people notice things that are new,
unusual, unexpected or unique.
 Relevance: people notice things that mirror their
own interests, needs, and motivations.

1. Stay alert
2. Make choice about what is important
3. Screen out noise
4. Monitor the way you select data

 The process of organizing and sorting the data to
understand reality.
 You create meanings for events, people, and
objects around you by interpreting data.
 Your personal perception become the basis for
judgment and decisions you make.

 Values: values reflect priorities, data selected are
filtered through these values.
 Beliefs: beliefs are thoughts and ideas that
people accept as true.
 Culture: culture affects all aspects of our life.

 Bias: bias is a viewpoint through which we view
the world.
 Prejudice: prejudice is a prior judgment. To
judge only based on opinion not on fact.
 Attitudes: either positive or negative. It is the way
we choose to respond to situations.

 Expectations: what you expect something to be
like influences your perception.
 Knowledge: what you know influences how you
organize and interpret information.
 Communication Skills: listening is important for
interpreting others’ messages.

ChapterChapter
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SectionSection
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Understanding ListeningUnderstanding Listening
ProcessProcess

 We spend much of our time listening, so it is
important to learn to listen well.
 Unfortunately, listening is the least
communication skill taught.
 Listening skills are assumed to develop naturally.

 Listening is physical and psychological process
that involves acquiring, assigning meanings, and
responding to symbolic messages from others .
 Listening is not just hearing sounds and
understanding language.

 The primary reason for listening is to acquire oral
messages from others.
 Areas of life affected by listening skill:
1. School
2. Relationships
3. Social Groups and Organizations
4. Public dialogue
5. The Workplace

 Cost to Business: faulty listening can lead revising
letter, rescheduling appointments.
 Cost to Consumers: business cost is passed to
consumers through higher prices.
 Inconvenience: faulty listening leads to poor
service.
 Safety Issues: faulty listening can lead to tragedy.

1. Build successful relations
2. Help making better grades
3. Increase the chance to find better job
4. Receive more promotion
5. Increase productivity
6. Satisfied customers

Misconception Fact
Listening and hearing are the same thing
Hearing is the physical first step in the
listening process and does not imply
understanding
Listening is easy or automatic
Listening is a complex process that
requires energy, efforts, and skills
Listening develops naturally
Listening is a skill that can be learned,
improved, and refined
If that’s what I heard, then that’s what you
said
Listeners cannot assume they understood
messages correctly
Attitude and Listening are not related Attitude is very important factor in listening
People remember most of what they hear
Failure to remember may or may not
indicate faulty listening

Responding
Understanding
• Decoding
• Interpreting
AttendingAcquiring
Memory
Feedback
Noise/Barriers Noise/Barriers Noise/Barriers
Feedback from
Sender-receiver Feedback from
Receiver-Sender

 Acquiring is the act of picking up stimulus through
the senses.
 For listening, the first sense is hearing.
 Sounds can come from someone’s voice or any
other sound, such as knocking the door.

 Hearing Ability: the physical ability to receive
sound waves varies from one person to another.
 Noise and Barriers to Hearing: noise affects our
ability to acquire sounds.
1. Loud Noise: traffic, engines, ringing phones
2. Speaker’s voice: harsh, irritating
3. Receiver's attitude: not hearing speaker’s words.

 Attending is the act of choosing to focus attention
on verbal or nonverbal stimuli.
 Paying attention is not automatic, that’s why
person can wander.
 Attending is done by using selective perception by
focusing on specific stimuli at a particular time.

 Understanding is a complex mental process that
involves decoding message received from others
and then interpret and assigning a personal
meaning to that message.
 Decoding: assigning meanings to sender’s words.
 Decoding involves listening carefully to speaker’s
words to understand the meaning.

 Decoding is important because without it you
cannot understand the language of the speaker.
 Knowledge, culture, and language skills affect
decoding.
 Language is code and different languages have
different words for the same meaning.

 Interpreting is a process in which you create
personal picture of what speaker is saying.
 Knowledge, culture, values, beliefs.... Are all affect
personal interpretation.
 Each listener has unique interpretation system.
So, two people will interpret particular message
differently.

 Responding is the listener’s internal emotional and
reaction to a message.
 External response is verbal and nonverbal
feedback.
 Verbal response is done through words, nonverbal
response is done by physical actions .

 Responding Process:
1. Respond emotionally to the message.
2. Responds intellectually to the message.
3. Analyze and evaluate response.
4. Reflect analyzing by choosing what to say or do in
response to understanding.

 The listening process is influenced by three
factors:
◦ Noise
◦ Barriers
◦ Memory

 Noise is the internal and external distractions that
interfere with listening and concentration.
 Noise is the first critical factor that affects the
listening process.
 Noise can exist in every step of the listening
process.

 Noise can be internal such as confusion,
impatience, or annoyance.
 Noise can be external such as loud talks,
telephone ringing, or even surrounding
environment (i.e. warm or cold room).

 Barriers can block or prevent effective
communication.
 Barriers can be external such as speech
problems, incompatible language, and reduced
hearing ability.
 Barriers can be internal such as ignorance, fear,
and anger.

 External barriers are harder to eliminate than
noise because they involve more complex
problems.

 The process of recalling information. It affects all
aspects of the listening process.
 Memory is an incentive for listening.
 Memory can be selective, we may choose what
we wish to remember.
 Memory can be affected by attention or other
health problems such as stress and fatigue.

Category Explanation Example
Immediate
Recalling information for a
brief period of time
“Yes, Joe called a few minutes
ago”
Short Term
Recalling information for
doing a daily task
“The homework assignment is to
solve question number 5”
Long Term
Recalling information from
past experience
“I was very nervous my first day
on college”

 Although the listening process always the same, it
can have different purposes and characteristics
from one situation to the next.
 Each purpose requires a different kind of listening.
 Each kind of listening requires its own set of
communication skills.

 The listening process uses the same steps in the
same sequence.
 The way you listen varies according to the context.
 There are three ways of listening: actively,
passively, or impatiently.

 In active listening, the listener participates fully in
the communication process.
 Active Listener listen attentively, provide feedback,
and strive to understand and remember
messages.
 He view communication as process of sending
and receiving messages.

 Active listener consider listening to be interesting,
so, he keeps asking questions and giving positive
response.
 Active Listeners make better grades, they make
fewer mistakes, better performance, and high
productivity.

 In passive listening, the listener does not
participate in the communication process.
 Passive Listeners think they can absorb
information even when they do not contribute to
the interaction.
 They view communication as one-way process
rather than “give-and-take”, and place
responsibility on the speaker.

 Passive listening is sometimes called “Lazy
Listening”, because listeners consider them-selves
as receivers rather than interactors.
 Passive Listeners may easily become bored, ask
few questions, or give negative nonverbal
feedback.
 The result mostly is boredom, apathy, and lack of
interest in the communication process.

 In impatient listening, short bursts of active
listening are interrupted by noise and other
distractions.
 Impatient listeners usually can pay attention but
for short periods of time, and then they allow their
mind to wander.

 Impatient listeners do not understand all
messages because they miss some details when
they wander.
 This will mostly lead to make mistakes.
 Impatient listening also called “Fake Listening” as
listeners give comments at inappropriate times.

Type Description
Anticipatory Listening
Listeners anticipates what the speaker will say and
then rushes to plan a response
Defensive Listening Listener’s main goal is to argue or disagree
Combative Listening Listener’s main goal is to win or to put down a speaker
Distracted Listening
Listener pays attention to the first part then stops
listening and starts thinking about something else

 Depending on the goals of listening there are
different kind of listening.
 The four major kinds of listening include; critical
listening, deliberative listening, empathic listening,
and appreciative listening.
 Each kind has a unique purpose and has its own
rewards. Each kind can help in successful
communication.

 Critical listening is the listening to understand
ideas and information in order to achieve a
specific goal.
 Critical listening is know as “Comprehensive
Listening” because the reason for listening is to
understand the message.
 Critical listening is used in school, listening to
announcements, and when listening to directions.

 Deliberative listening is listening to understand,
analyze, and evaluate messages so that you can
accept or reject point of view, make a decision, or
take action.
 This listening is known as “Evaluative Listening”
because the purpose is to evaluate information in
order to take future action.

 Examples of deliberative listening are; listening to
a friend asking for help, and customer making
complaint.
 This listening requires the listener to evaluate the
message, and think of the action he is being
asked to take.

 Empathic listening is listening to understand,
participate in, and enhance a relationship.
 Empathic listening mostly used between two
persons or small group, it can also be used in
large groups and social and professional contexts.
 The purpose of empathic listening is to understand
feelings of the speaker and see the world through
his eyes.

 Empathic listening does not mean to agree or
disagree with those feelings.
 Empathic listening requires special skills. These
skills are important in developing successful
personal relationships.

 Appreciative listening is listening to enjoy or
appreciate speaker’s message. Listening for fun,
laugh, or use your imagination.
 Mostly used in social situations, such as when you
watch movie or play.
 The main purpose of appreciative listening is
enjoyment. This will not only help person in relax
but also can inspire growth and fulfillment.

 Communication Skills are important to your
success in professional and social life.
 Interpersonal skills are the most important for
career success and for developing personal
relationships.
 On the other hand, poor interpersonal skills can
cause a person to lose his job or friends.

 Relationships at work and in social organizations
because the people who deal with each other are
“Inter-dependent”.
 They must combine their tasks and skills to see
that work done efficiently.
 They may also share resources, supplies, and
even time to achieve task on time and within
budget.

 Relationships in professional organizations are
determined by the company’s culture, and by the
position individuals fill in the company’s hierarchy.
 Professionals usually communicate role to role,
depending on their job or function within the
organization.

 Three types of relationships necessary for getting
work done:
◦ Management and employees
◦ Employees and other employees
◦ Employees and clients or the public
 Each type has its importance and purpose to help
organization to achieve goals.

 This relationship is governed by the culture and
the size of the organization.
 In large companies, communication between
upper-level management and employees may be
indirect.
 Communication between lower or mid level
managers and employees can be more direct.

 Importance: attitude of employees is improved,
this will increase productivity and provide higher
job satisfaction.
 Purpose: keep lines of communication open
between managers and employees. This will make
business operate more efficiently and
successfully.

 Employees form positive relationships that allow
them to communicate with each other and do job
effectively.
 Different employees in the hierarchy communicate
with each other to accomplish their tasks.
 Problems occur when different authority given to
many employees.

 Importance: some companies make social events
to encourage all employees to get to know one
another better.
 Purpose: positive relationships leads to better
understanding of tasks, it also adds enjoyment to
work.

 Companies success depends on communication
between employees and customers.
 Companies train employees to interact with
customers positively.
 Dress codes and pleasant voice on the telephone
can make positive relationship with customers.

 Importance: this type of relationship importance
because of its effect on business. Employees also
will feel more enjoyment with this type of
relationship.
 Purpose: create goodwill and feeling of loyalty for
both employees to work better and for customers
to buy more products and separate good news
about the company.

 Social relationships are those relations that you
make with people in social contexts.
 They are special because they include people of
different ages and backgrounds. However, they
may share common interests

 Three important types of social relationships are.
◦ Leadership and member
◦ Member and other member
◦ Members and the public
 Each type has its importance and purpose to help
group to achieve goals.

 Social groups also need leaders who make sure
work is done and goal is accomplished.
 Lines of communication must be open between
leaders and members to make it easier to share
ideas and solve problems.
 Positive relationships serve as motivator for
success.

 Importance: this relationship between leaders and
members is essential for success of any
organization. Problems can occur if members do
not build positive relations with leaders.
 Purpose: build a sense of interdependence and to
facilitate the achievement of goals.

 Members of social groups may have similar
interests and cultures, this can provide a basis for
communication and interpersonal relationships.
 Sometimes, those members may represent
different cultures, but they have to communicate in
order to achieve their goals.

 Importance: reaching goals depends heavily on
the interpersonal relationships between group
members. Events are ordered to enhance these
relationships.
 Purpose: create a positive environment for
reaching group goals. In some contexts,
individuals may benefit from making a lot of
relationships.

 Public image plays a large role in the success of
an organization.
 Each group members serves as the group’s
ambassador.
 On the other hand, public perception can affect
the success of the group.

 Importance: creating goodwill with the public can
generate support and funding for the group. Open
lines of communication allow community to
contribute ideas for group’s work.
 Purpose: group are required to establish good
relations with public as community can give all
kind of support to that group.

 Communication in most productive relationships
seems to share some basic characteristics.
 These characteristics help the individuals develop
better interpersonal relationships.
 If any of those characteristics is missing, the
relationship tends to suffer.

 Willingness to share ideas and feelings.
 Willingness to listen carefully and to consider
feelings of others.
 Willingness to reflect on the effectiveness of
communication.

 To understand and appreciate the feelings of
someone.
 That is, to put yourself in his position and see the
world through his eyes.
 Empathy does not mean to agree or disagree with
the other person’s view.

 To view one another as equals, despite different
jobs, responsibilities, weaknesses, genders, ages,
and talents of persons.
 Equality does not mean sameness. People have
personal and cultural differences.
 Equality means all persons have equal respect,
rights, and opportunity.

 To care about and respect one another.
 Supportiveness in professional and social
relationships can help building trust and loyalty.
 When you are consistently supportive of others,
you are more likely to be supported in your own
activities.

 Positiveness is based on positive attitudes and
communication that make relationships grow
better.
 Positiveness is referred to as optimism,
confidence of achieving goals.
 Positive persons often encourage others to
accomplish tasks.

 Being qualified may not be enough to get a job.
 Learning to communicate effectively and present
yourself appropriately in an interview may
increase chances of getting the job.
 Interviewing skills may help you in a variety of
other situations.

 An interview is a formal two-party communication,
in which at least one of the participants has a set
purpose.
 This type of communication requires listening
skills, asking appropriate questions, and giving
appropriate answers.
 There are two main roles in the interview process:
the interviewer and the interviewee

 The interviewer is the one who determines the
purpose of the interview.
 The interviewee is the one who provides
information to the interviewer.
 Both parties must participate in the interview by
asking questions and listening to each other
carefully.

 The interviewer is responsible for setting up the
interview and carrying it out.
 Main responsibilities are: set the goal and
structure of the interview, prepare and ask
questions, and control the direction of the
discussion.

 Set a Goal: The goal defines what the outcome of
the interview would be.
 Develop the structure: the structure of an interview
is the manner in which it is constructed.
 Prepare and Ask Questions: prepare a list of
appropriate questions before interview
 Control the Direction of the Discussion

 Responsible for providing clear, complete, and
appropriate answers, and of gathering information.
 Both, the interviewer and interviewee are
responsible for successful communication.

 Provide Answers: to provide clear and complete
answers. This can be done by thinking about
responses before saying.
 Gathering Information: job interview is set to help
interviewee learn more about the company and
the job. By asking specific questions, he can
determine whether the job fits his needs.

 Interviews vary because they are conducted for
different reasons.
 The three main types of interviews:
◦ Information-gathering
◦ Information-giving
◦ employment

 Gather information from a number of people.
 Information is used to draw conclusions, make
interpretation, determine future action, or find out
customers’ reaction to a product.
 Survey interviews also are used to gather
information about people’s reaction to change or
new ideas.

 Interview in which interviewer uses questions to
find out unknown information, which is often used
to determine the cause of an event.
 The type of questions generally asked are who,
what, when, where, why, and how.
 Often used by companies to discover what is
needed for employees for the development of
products and services.

 Also used by journalists to gather information
about their stories.
 Detectives and lawyers depend heavily upon
investigation interviews while attempting to solve
crimes.
 Exit interviews are used to determine why a person
has decided to leave an organization.

 Information-giving interview is one in which an
interviewer gives information to an interviewee.
 Performance Appraisal is an evaluation of how well
you have achieved your objectives over a period of
time.
 This interview occurs face-to-face.

 A Counseling Interview generally occurs when an
interviewer helps interviewee decide of an action.
 The counselor (interviewer) shares his expertise
with the interviewee to achieve a positive result.
 College counselor and family counselor are
examples of Counseling Interviews.

 A process employers use to judge whether a job
candidate is qualified for a position.
 This will include investigation of employee’s
experience, motivation, education, and personality.
 Employment interviews are the most important
factor in getting a job.

 Communication skills and a knowledge of
interviewing are more important that grade-point
average or work experience.
 In this interview, interviewer evaluate qualities of
employee in a short period of time.
 So, it is critical for employee to master interviewing
skills effectively to make best possible impression.

 The way to build these skills is through study and
practice.
 First step it to study the job advertisement. This will
give indication for you of what need to be prepared
for this interview.
 Some positions require you to send resume (a brief
history of your education and work. A well-written
resume may help give some information about you.

 Mostly, interviews take place at the company
where the job is being offered.
 Sometimes, interviews may be held in a job fair, in
a hotel, or on the telephone.

 An informed organized oral statement made to a
group of professional or social peers, supervisors,
or members of the general public.
 The fear of making presentations can come from
feeling that you are the center of attention, or even
because you are unsure about the information you
are presenting.
 Presentations can be formal or informal.

 A formal presentation is scheduled in advance and
involves individual or team research.
 Formal presentations may contains audiovisual or
AV support.
 They require formal language strategies and
delivery techniques.
 Product demonstrations, classroom presentations
are examples of formal presentations.

 An informal presentation may occur on a daily or
ongoing basis.
 Usually shorter and more unplanned than formal
presentations.
 Informal presentations may involve smaller
audience.
 Showing new employee around the office, and
explaining a bill to a client are informal
presentations.

 The basic skills most needed by professional
presenters fall into 5 categories.
1.Selection
2.Organization
3.Style
4.Memory
5.Delivery

 Selection: first responsibility is to select topics,
ideas, and supporting information.
 If topic has been selected, you still need to select
additional ideas to support topic.
 Organization: presenters are responsible for
making sure their presentations are put together
well.

 Style: use appropriate language for topic,
audience, task, and occasion.
 Memory: filling away information and topics about
presentation to memory, this will provide a bank of
knowledge.
 Delivery: use verbal and nonverbal skills to deliver
information to audience. Loud voice and eye
contact are examples of those skills.

 Presenters are responsible of giving careful
consideration to the image he expresses to an
audience.
 There are 4 main aspects of image that presenters
should try to consider:
1. Knowledge
2. Character
3. Good Intent
4. Genuineness

 Knowledge: audience expects complete and
accurate information about the subject.
 Character: the listeners must believe a presenter
would not tell untruths or omit important
information.
 Good Intent: listeners will show more interest if
they feel that the speaker cares about the outcome
of the presentation.
 Genuineness: listeners want speaker to present
their own emotions and ideas.

 The more you know about the audience, the better
you can do your presentation.
 One important consideration for a speaker is the
demographics of the audience.
 Demographics is the information about a group’s
age, gender, education, group memberships,
ethnicity, and sociocultural background.

 Use audience demographics to make
generalization about listener’s interests.
 By knowing your audience’s concerns and
interests you can customize you message for
maximum effectiveness.
 Which means, focus on what is important for each
group.

 Age: people of different ages typically have
different interests, they may be interested in
different aspects of the topic.
 Gender.
 Education: audiences with a higher level of
education may have a broader knowledge base on
a specific topic. However, listeners who have
experience may have the same knowledge
regardless of their education level.

 Group Affiliation: knowing which groups audience
members identify with can help you understand
their common interests.
 Sociocultural and Ethnic Backgrounds: audiences
with different social, economic, ethnic, or cultural
backgrounds may have different ways of identifying
with a topic based on how they are affected by it.

 Disorganized presentations are usually ineffective
and leave the listener questioning about the
purpose of the presentation.
 After the presenter has determined the topic and
has sufficient information, he should consider how
to organize it.
 A well-organized presentation is clear and simple
to understand, has a limited number of ideas, and
flows logically from point to point.

1. Determine a topic
2. Limit the topic
3. Determine the purpose
4. Research the topic
5. Organize and outline the presentation
6. Select supporting information
7. Prepare notes and manuscripts for delivery
8. Rehearse the presentation

 The first impressions are the most important, so,
you should devote 5%-10% of presentation time to
introduction.
 The introduction of a presentation has five
purposes:
1. Get the audience’s attention
2. State the thesis (idea)
3. Establish your image as a speaker
4. familiarize the audience
5. Preview the main points

 Audience members have a little mental patience, if
you fail to gain attention within few moments they
will quickly wander.
 An attention device is a tool used by speakers to
grab the interest of an audience.
 There are several popular attention devices:
humor, quotations, stories, references to the
occasion or audience, rhetorical questions,
startling statements, personal experiences.

 The attention device depends on the topic and
audience.
 By using a story you can immediately get the
audience involved in a topic.
 Getting the audience attention is the first step in
the introduction, if you fail to grab interest the rest
of your presentation will not go ok.

 Thesis statement is a clearly written, simple
sentence or question that states the point you
expect to make in your presentation.
 This statement lets an audience know from the
beginning the one thing you expect them to get
from you presentation.
 This single statement or question will guide your
entire presentation.

 The introduction provides the opportunity for the
presenter to introduce himself to the audience.
 Provide information about yourself, your expertise,
or the research you have done on the topic.
 Sometimes, well-know speakers are introduced to
the audience by another person.

 Provide audience with information they need in
order to understand the presentation.
 Not all presentations require this step. This
depends on the nature of audience.
 The information that familiarize the audience
include: detention, background information, and
motivation .

 The preview tells the audience what to listen for in
the presentation.
 This preview can be a single statement or a list of
the main points.
 Not all presentations require this step. This
depends on the nature of audience.
 The audience are ready to focus on three main
points at most.

 You cant share everything with the audience, so
you have to determine what information to include.
 The body is made of only 2-5 main points each
with supporting details, and the less the points the
better the presentation.
 The body of the presentation usually makes up
75%-85% of the presentation time.

 The main points can be determined by considering
the purpose of the presentation.
 Each main point must support the main idea of the
presentation.
 If you don’t have information to support the main
point don’t include it.
 Transition between presentation parts can be with
a word or a phrase like “next” or “first of all”, “on
the other hand”

 The conclusion is very important to make the
presentation memorable for the audience.
 A conclusion serves three purposes:
1. Summarize the main points of the presentation
2. Restate the basic idea
3. Provide a clear ending to the presentation

 The presentation is designed to provide an
audience with new information about the topic.
 It is important to present that information in a way
that is easy to understand.
 There are 4 major patterns of presentation:
◦ Chronological
◦ Sequential
◦ Spatial
◦ Topical

 Chronological order is an arrangement to the time
in which something occur.
 When used in presentations, this pattern
categorize the main points as past, present, and
future.
 This pattern is used to explain the history of
something, or a summary of accomplishments.

 Sequential order is an arrangement according to
the steps of a process.
 The number of main points depends on the number
of steps necessary to accomplish the presentation.
 This pattern is used when giving instructions for a
task where the order of steps is important to do the
job.

 Spatial order is an arrangement according to how
the topic is put together.
 Describing things from top to bottom, side to side,
north to south.
 This pattern is used in analyzing company’s
quarterly sales or in weather forecasters in
presenting the weather.

 Topical order groups ideas by logical theme.
 Sometimes the main points of the presentation are
related only by the general topic. The order of the
main points is by importance.
 This pattern is used in presenting the divisions of
the company. Each division is a main point, but the
divisions are related only by being part of the
company.

 A picture is worth a thousand words.
 When using audiovisuals, listeners find the
message interesting, and more easily to
understand and remember.
 Reasons for using audiovisual tools:
◦ Clarity
◦ Interest
◦ Professionalism
◦ Presenter support

 Clarity: using visual aid can make information
easier to understand.
 Interest: audiovisual tools add interest to your
presentation.
 Professionalism: audiovisuals can give
presentation a professional image
 Presenter Support: audiovisuals are an excellent
way of removing fear and shift attention away from
you. And they can help you remember main points.

 Objects and models add substance and precision
to the presentation.
 Objects can be live like animals or inanimate like a
rock.
 Sometimes it is impractical to bring the object in
the presentation because it’s too big or too
dangerous.
 In these instances, a model can be used instead of
the object

 Photographs, slides, videos, drawings are all
pictorial reproduction.
 In absence of an object or model, a photo can help
the audience to understand.
 In most cases, pictorial reproductions need to be
enlarged for easier viewing.
 This may need a projector to enlarge it during
presentation.

 Statistics are presented through pictorial symbols.
 Graphs, charts, and diagrams are pictorial
symbols.
 Line Graph uses one or two lines to show change
over a period of time.
 Bar Graph is a good way to show comparison
between two or more items.

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