In academic writing, a persuasive presentation provides really good quality evidence, but - as Brené Brown (2017) says - we tell a story to create connection with our audience. Brené defines herself as a storyteller researcher, which I think clearly shows the link between planning, finding and organising the evidence, then being able to explain it to others (Brown, 2017, 1:00). The wise use of good quality evidence should persuade us to "follow [...] leaders and influencers" (Team Superside, 2017) who can persuade well. Not manipulate us, but allow us to contemplate what we have been told, and to make our own decisions based on what we have heard.
There are a few points to consider when making a persuasive presentation, and I am about to give you two doses of five tips each.
The first five are from Harappa (2021):
- Start with research. This shows our professionalism, our ability to understand the situation and our reliance on evidence. As part of this, we need to determine who our audience is, their "needs and expectations". We trim our "content to [suit our] audience" to "pique their interest [and] keep them engaged".
- Set presentation goals. Consider HOW much information we need, and keep to the point. If we "list [...] a few goals ([under] five) [...] to address during [...]our presentation", we will stay on target, cut the fat, and be clear.
- Tell a story. "One of the most effective ways of capturing the audience’s attention is to" tell a story [and make it] as relatable as possible". This "help[s to] set the tone [and] also lightens the mood".
- Be human. Use pace, tone of voice, and inflection when delivering our presentation. If we smile, it can be heard in our voice. When we are serious, that too can be picked up. Don't rush: be measured to show the deliberateness with which we have set out to do this mahi.
- "Finish Strong[ly]". Summarise the key points. Check that the presentation goals have been met. Review, and anticipate what the audience might have liked to have asked, and ensure that those questions are answered throughout, where the question might have occurred to the listener (Harappa, 2021).
The second five are from HBR (2019), suggesting that when we "need to sell an idea [...] in a presentation" we can use Aristotle's five appeals dating from c. 300BCE. Those five appeals are:
- "Ethos. Start your talk by establishing your credibility and character. Show your audience that you are committed to the welfare of others, and you will gain their trust"
- "Logos. Use data, evidence, and facts to support your pitch”
- "Pathos. People are moved to action by how a speaker makes them feel. Wrap your big idea in a story that will elicit an emotional reaction"
- "Metaphor. Compare your idea to something that is familiar to your audience. It will help you clarify your argument by making the abstract concrete"
- "Brevity. Explain your idea in as few words as possible. People have a limited attention span, so talk about your strongest points first" (HBR, 2019).
I hope that helps!
Sam
References:
Brown, B. (2017). Rising Strong as a Spiritual Practice [audiobook]. Sounds True.
Harappa. (2 July 2021). How To Give A Persuasive Presentation. https://harappa.education/harappa-diaries/persuasive-presentation/
HBR. (08 August 2019). 5 Tips for Giving a Persuasive Presentation. Harvard Business Review Tips. https://hbr.org/tip/2019/08/5-tips-for-giving-a-persuasive-presentation
Team Superside. (2 August 2017). 8 Fundamental Tips for Persuasive Presentations. https://www.superside.com/blog/persuasive-presentations
Using context and What's in it for me as a back drop might also assist in clarifying the strategic nature of a persuasive presentation ...?
ReplyDeleteHa, ha: good point! It really is blue-sky thinking!!
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