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Managing Business and Professional CommunicationMANAGING PUBLIC PRESENTATIONS IN THE WORKPLACE
Communicator Credibility The Four C’s of Credibility
CompetenceCharacterCharismaCo-orientation
Copyright © 2012, 2008, 2004 Pearson Education, Inc. All rights reserved.
Competence Have a grasp of specific, detailed
knowledge and general, overall knowledge
Cite expert testimony Use a variety of sources Have confidence and poise Know the content and order of
material
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Character Indicate a sense of fairness Demonstrate respect for the
audience Indicate concern for long-abiding
traditions and values
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CharismaHave vocal enthusiasmUse delivery emphasis
(pause, volume, and pitch)Show that you are unique and
can resist opposition
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Co-orientationStress areas of similar
attitudes, beliefs, and values Illustrating areas of similar
experiences can build rapport
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How can a speaker develop credibility in a business context?
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The Foundation of ConfidenceThe symptoms of communication
apprehension: Sweaty palms Butterflies in the stomach Weak knees Vocal cracks Poor physiological responses
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Overcoming Communication Apprehension Preparation - eliminate the reasons for
anxiety before the presentation
Practice – full knowledge of key ideas comes from practicing beforehand
Positive self-talk – fill the mind with positives instead of anxieties
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Overcoming Communication Apprehension Positive audience members – when anxious,
focus on those who give positive feedback
Physical activity – warm-ups can reduce anxiety
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Why is audience analysis important?
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Audience Analysis Audience history with topic
Audience knowledge of the subject
Audience knowledge of the presenter
Audience values, motivation, and expectations
The occasion for the gathering
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Audience AnalysisDemographics
Gender Age Employee position in the
organization Income Education Residence Culture
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Audience AnalysisDemographics (con’t)
Marital and family status Socio-economic status Religious affiliation Political affiliation Group membership Hobbies or interests
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Conducting a Profile Where does audience info
come from? The host Company newsletters Industry news and trends Competitors or benchmark orgs
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Environmental Traits Audience size
Physical setting Seating Temperature Time of day Distractions
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Adapting to Audiences How does a speaker adapt to an
audience throughout a speech? Choice of main point and support Language adaptation Delivery adaptation Attention in the introduction
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