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How to Make an Impactful Presentation: Unique Structure, Requirements, and Approaches of Different Types of Presentations

“It takes one hour of preparation for each minute of presentation time.” -  Wayne Burgraff

Research suggests that humans can categorize others in less than 150 milliseconds. Within 30 minutes, they’ve made lasting judgements about your character. Psychologists Nancy Cantor and Walter Moschel demonstrated that we all use a set of stereotypes-what they called “person prototypes” – to categorize strangers in the the first moments of interaction.

(Kimberly D. Elsbach, 2003) 

Real Goal of a  Presentation 

The real goal of a presentation is to effectively communicate information, ideas, or arguments to the audience in a way that is engaging, clear, and persuasive. This involves:

1. Engaging: Capturing and maintaining the audience's attention throughout the presentation.

2. Informing: Providing the audience with valuable information or knowledge on a specific topic.

3. Persuading: Convincing the audience to adopt a particular viewpoint, take a specific action, or change their behaviour.

4. Facilitating Decision-Making: Providing the audience with the necessary information and insights to make informed decisions.

5. Inspiring: Motivating the audience to feel a certain way or to take action based on the information presented.

6. Building Understanding: Ensuring the audience comprehends the key points and can follow the logic or narrative of the presentation.

Different Types of Presentations Serving Different Purposes and Contexts

1. Informative Presentations:

o  Educational/Instructional: Aimed at teaching the audience about a specific topic or skill.

o  Briefing: Provides updates or reports on a particular issue or project.

2. Persuasive Presentations:

o  Sales Pitch: Designed to convince potential clients or customers to buy a product or service.

o  Advocacy: Attempts to persuade the audience to support a cause or idea.

3. Inspirational/Motivational Presentations:

o  Keynote Speech: Delivered at conferences or events to inspire and motivate the audience.

o  Personal Development: Focuses on self-improvement and personal growth.

4. Demonstrative Presentations:

o  Product Demonstration: Shows how a product works and its benefits.

o  How-To: Provides step-by-step instructions on how to perform a specific task.

5. Entertaining Presentations:

o  Storytelling: Uses narrative techniques to engage and entertain the audience.

o  Humorous: Focuses on amusing the audience while delivering a message.

6. Decision-Making Presentations:

o  Problem-Solving: Identifies a problem and presents solutions.

o  Proposal: Outlines a plan or idea for approval or decision-making.

7. Technical Presentations:

o  Scientific/Research: Presents research findings or scientific data.

o  Technical Briefing: Provides detailed technical information about a project or product.

8. Business Presentations:

o  Financial: Covers financial performance, forecasts, or budgets.

o  Strategic: Outlines business strategies, goals, and plans.

9. Ceremonial Presentations:

o  Award Ceremonies: Honors individuals or groups for their achievements.

o  Eulogies: Pays tribute to a deceased person.

10. Training and Development Presentations:

o  Workshops: Interactive sessions focused on skill-building and learning.

o  Seminars: Educational presentations on specific topics for professional development.

Each type of presentation has its own unique structure and requirements, tailored to its specific purpose and audience discussed as follows.

 

Different Types of Presentations: Unique Structure, Requirements, and Approaches

Category of Presentation

Type of Presentation

Structure

Requirements

Approach

Informative Presentations

Educational/ Instructional

 

Clear objectives, visual aids, handouts.

Introduction, detail explanation, examples, summary, Q&A.

Focus on clarity, engage with interactive elements, assess understanding through questions.

Briefing:

 

Background, current status, future plans, action items.

Concise data, key points, visual summaries.

Be concise, provide actionable information, ensure clarity.

Persuasive Presentations

Sales Pitch

Problem statement, solution (product/ service), benefits, proof (testimonials / case studies), call to action

Persuasive language, visuals, demos, testimonials.

Build rapport, address needs, handle objections, close with a strong call to action

Advocacy

Problem, importance, proposed solution, benefits, call to action.

Convincing arguments, evidence, emotional appeal.

Use storytelling, appeal to values, motivate action.

Inspirational/ Motivational Presentations

 

Keynote Speech

 

Hook, main message, stories/examples, call to action.

Compelling stories, engaging visuals, strong delivery.

Be passionate, connect emotionally, inspire action. `

Personal Development

Personal story, lessons learned, actionable tips, motivational close.

Relatable stories, practical advice, motivational quotes.

Be authentic, encourage self-reflection, inspire change.

Demonstrative Presentations

 

Product Demonstration

Introduction, feature overview, live demo, benefits, Q&A.

Product, demo setup, visual aids.

Show real-world applications, engage with audience, anticipate questions.

How-To

Introduction, step-by-step instructions, troubleshooting tips, recap.

Detailed instructions, visual aids, examples.

Be clear and methodical, use visuals, allow time for practice.

Category of Presentation

Type of Presentation

Structure

Requirements

Approach

Decision-Making Presentations

Problem-Solving

Problem definition, analysis, viable solutions, recommended solution, implementation plan

Data, analysis tools, visual aids.

Be logical, use data to support points, engage in discussion.

Proposal

Background, proposal details, benefits, implementation, conclusion

Clear plan, benefits, cost analysis

Be clear and convincing, address potential concerns, provide evidence.

Technical Presentations

Scientific/ Research

Introduction, methodology, results, discussion, conclusion.

Data, charts/graphs, references.

Be precise, use visuals for data, anticipate questions.

 

Technical Briefing

Introduction, technical details, implications, next steps.

Technical data, diagrams, examples.

Be detailed and clear, use visuals, address technical questions.

Business Presentations

Financial

 

Overview, financial data, analysis, projections, recommendations.

Financial reports, charts/graphs, summaries.

Be precise, use visuals, provide clear recommendations.

Strategic

Vision, goals, strategies, implementation plan, metrics.

Strategic plans, data, visual aids.

Be visionary, align with company goals, provide clear steps.

Training and Development Presentations

Workshops

Introduction, interactive activities, discussions, practical exercises

Training materials, interactive tools, feedback mechanisms.

Be interactive, encourage participation, provide hands-on practice, and create a learning environment.

Seminars

Introduction, lecture, group activities, Q&A, conclusion.

Lecture materials, handouts, discussion topics.

Be engaging, mix lecture with interaction, encourage questions, and provide valuable insights.

Ceremonial Presentations

Award Ceremonies

Introduction, achievements, award presentation, acceptance speech.

Award, speech notes, visuals.

Be celebratory, highlight achievements, be concise.

Eulogies

Introduction, life story, personal memories, closing

Personal stories, respectful tone.

Be respectful, honour the individual, connect with the audience.

Dr. Karminder Ghuman, Head of MBA Department, LM Thapar School of Management,            Thapar Institute of Engineering & Technology (Deemed to be University), Patiala

This blog is based on contents from the book: "The Art and Science of Effective and Impactful Business Communication for Managers" 

https://rb.gy/t1fnup

This book has a compilation of research-based proven tools and strategies to guide professionals regarding the following aspects of business, corporate, and managerial communication:

Employability Skills and Communication

  • Cover Letter and Resume Writing
  • Group Discussion (GD)
  • Personal Interview

Writing Skills

  • Business Writing Strategy
  • E-mail Etiquettes
  • Letter writing
  • Agenda and Minutes of Meeting
  • Office Memo, Notice, and Circular Writing
  • Business Report Writing
  • Writing a Compelling Press Release
  • Business Proposal Writing 

Organizational Communication

  • Bureaucratic Communication
  • Satisfying Customer Care
  • Intercultural Communication
  • Leveraging Grapevine Communication
  • Dealing with Ego, Power, and Organizational Politics
  • Dealing with Aggression or Negative Emotions of a Senior at Workplace
  • Communication Dilemmas at Workplace
  • Communicating in Diverse and Hybrid Organizational Environment

Managerial Communication

  • Delivering an Impactful Presentation
  • Probing and Confrontation Skills
  • Problem Solving: Creativity and Innovation – Role of Communication
  • Selling Skills
  • Effective Meetings
  • Conveying a Difficult Message
  • Negotiation Skills
  • Team Building, Group Communication and Inspiring Collaboration
  • Providing Feedback and Criticism
  • Conflict Management
  • Personality Type of Leaders/Managers and Communication Style
  • Communication Strategy and Decision-making Heuristics

Networking

  • Networking
  • Greetings, Introducing, and Rapport Building

Technology and Communication

  • Technology and Communication
  • Generative AI and Communication
  • Social Media Communication

Leadership Communication

  • Leadership Style and Communication
  • Communication Strategies for Corporate Leaders
  • Public Speaking
  • Persuasive, Confident and Decisive Communication
  • Increasing Productivity

Entrepreneurial Communication

  • Story Telling
  • Startup Pitching
  • Persuasive Techniques: The Language of Persuasion
  • Visual Content Creation: Blogs, Vlogs, Reels, Videos, Webinars, Tags, and Hashtags
  • Content Writing and Career Opportunities

Monitoring and Measuring: Effectiveness of Communication

  • Communication Audit: Monitoring and Measuring Effectiveness of Communication
Location: India

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