The Solution

You can think of the presentation in a similar way to a document. Both are forms of communication, and they follow the same rules. The two cardinal rules of any communication are audience and purpose. Everything you are about to read, including physical arrangements, housekeeping, the content and structure of the presentation, the nature of interactions, the materials you distribute, and the closure techniques you use boil down to the audience and purpose.

Audience

Be sure you know as much about your audience as possible. Research their names, backgrounds, and previous behavior individually and as a group. The more you know about their motivations and their means of getting what they want, the better you will be able to find a need or want that they have and fill it. Items to consider:

• Who do they report to? Who are their constituents? Whose opinions do they care about and why?
• What are their goals and objectives in their current or previous positions?
• What are their principles? What is important to them? Money? Power? The need to do good?
• Do they like to act anonymously or do they like recognition? Recognition from whom?
• How do they dress? (Superficial, but extremely important.)
• Is there anything about their national or ethnic backgrounds or customs that you should know?
• How well-informed are they on the topic you're presenting about? Are they starting from square one?
• Do they have a good understanding of the underlying principles? Does the audience consist of people at different knowledge levels?
  

Purpose

What are you trying to accomplish with this meeting? What do you want them to do, know and feel at the end of the session? Is there a physical closure you're expecting (like the signing of a document or a vote on a proposal?)

Preparation

Do everything you can beforehand. You probably want to do your main "sales pitch" at the actual presentation, but is there any information that would be useful for them to have beforehand so that they can review it and prepare questions? This can also level the playing field if different audience members are at different levels of awareness about the topic.

If you're sending materials for review in advance, make sure they are professionally prepared, visually attractive, and make the instructions clear about what they are for. Include a cover letter indicating that they are materials that may be helpful for them to review prior to the session.

These may be included with the agenda. Regardless of whether you send materials in advance, it is a very good idea to distribute an agenda to all participants to ensure they are invited and informed of the meeting and have some idea of what will be covered.

Before the presentation begins, it goes without saying that the speaker and/or people responsible for the presentation should arrive early, ensure everything is in order, and introduce themselves and make small talk with audience members as they file in.

Physical Arrangements

Most experts agree that arranging the participant's seating in a U-shape is the best possible environment for a presentation. This allows for the greatest degree of interaction between the audience and the speaker, and even allows for the audience to interact. They can see a person asking a question without turning or craning their necks.

This also allows the speaker to close the distance between him or herself and any member of the audience that seems to need extra attention (is talking to his neighbors, asking questions, falling asleep, etc.)

Housekeeping

After introducing oneself, it is a good idea to mention any practical considerations to ensure everyone understands what is expected and is comfortable with the way the presentation is to proceed.

If there are refreshments, ensure everyone has been served and has had a chance to finish up so that their attention will be on you, not the food. Indicate the locations of restrooms and/or smoking facilities (if they are unfamiliar to your guests) and the planned schedule for breaks.

Also indicate whether questions and comments are welcome or whether you would prefer that they be held during portions of the presentation.

The Presentation Itself

Structure

Your information can be structured in any number of ways-

• A screen presentation (slideshow, video or animation)
• A speech or lecture
• A group participation exercise
• A conversation or Q & A session
• Or elements of all of the above.

Interaction

Interacting with the speaker makes the audience invest energy in the topic of your presentation. People are much more inclined to support something they've invested in. We like to invite as much participation as possible, in terms of questions, discussion, and participation.

Ask the audience to help you out, and give them a specific task. (Writing a relevant concern on a piece of paper, or answering questions for you.) Show that you appreciate their unique perspective and expertise.

Even disagreement, as long as it is open and respectful, will help. Anyone who contends with you is doing you a favor by addressing something that other people in the audience are probably thinking. Answer questions head-on. If you don't know the answer, commit to find out and get back to that person (or the group) at a specific time, if possible.

Materials

As before, ensure all distributed materials are high-quality, visually appealing, and clear in purpose. Make sure you have extras. Depending on your strategy, you may wish to distribute materials before, during or after the conference.

• Before- If there are items you will be referring to- tables, charts, etc. that you would like your audience to study closely and take notes on.
• During- If you want to call attention to a particular item or point. Keep in mind that this disturbs the "flow" of the presentation by the very mechanics of distributing materials through the audience and ensuring everyone has one.
• After (or at the end)- These are effective for "souvenirs" to remind people of the conference and ensure they have contact information, etc. for later transactions or questions. This would include any closing documents, contracts, or "action items."

Closure

Wrap up the presentation by summarizing the content so that it will be easy for participants to remember and explain to others if necessary.

Make sure you've answered all outstanding questions, or committing to deliver additional information at a specific time.

Make your request specifically and respectfully. Ask them to fill out a form, sign your proposal, vote "yes" on your proposal, or take a concrete, specific action. Even information sessions should end in a request for an evaluation of the session. Concrete requests leave no ambiguity of what you want of them.

It is becoming more and more difficult to get people's attention away from the hectic needs of daily business. When you have the opportunity to make a presentation, make sure it is the best possible use of your time and everyone else's. Specifically outline your purpose, know your audience, and arrange the details to accomplish your objective.

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