BSBCMM401 Make a Presentation - Ecommerce Marketing Blog · range of purposes, such as marketing, training or promotions. They need to utilise well-developed communication skills

BSBCMM401 Make a Presentation Learner Guide

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BSBCMM401 Make a Presentation Learner Name:

Learner ID:

Learner Contact Number:

Learner Email Address:

Date Training Commenced:

This Book Contains:

Course Information.

Review Questions.


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Table of Contents 1.1 Introduction ................................................................................................................. 5

1.2 Plan and Document Approach and Intended Outcomes .............................................. 5 1.2.1 Anti-Discrimination ............................................................................................................................................. 7 1.2.2 Ethical Principles ................................................................................................................................................. 7 1.2.3 Codes of Practice ................................................................................................................................................ 8 1.2.4 Privacy Laws ...................................................................................................................................................... 8 1.2.5 Environmental Issues .......................................................................................................................................... 8 1.2.6 Occupational Health and Safety/Work Health and Safety ....................................................................................... 8

1.2.6.1 Key Elements of the Work Health and Safety Legislation ................................................................................ 9 Review Questions ...................................................................................................................................................... 10

1.3 Choose Strategies, Format and Methods ................................................................... 11 1.3.1 Preparing Presentation Material ......................................................................................................................... 12

1.3.1.1 Identify Your Target Audience .................................................................................................................... 12 1.3.1.2 Write Your Material ................................................................................................................................... 13 1.3.1.3 Proofread Your Work ................................................................................................................................. 13

1.3.2 Delivery Formats, Strategies and Methods .......................................................................................................... 13 1.3.2.1 Case Studies ............................................................................................................................................. 14 1.3.2.2 Demonstrations ......................................................................................................................................... 14 1.3.2.3 Discussion ................................................................................................................................................ 14 1.3.2.4 Group Work .............................................................................................................................................. 14 1.3.2.5 Oral Presentations ..................................................................................................................................... 15 1.3.2.6 Questioning .............................................................................................................................................. 15 1.3.2.7 Role Plays ................................................................................................................................................. 15 1.3.2.8 Copy ........................................................................................................................................................ 16 1.3.2.9 Audio ....................................................................................................................................................... 16 1.3.2.10 Visual Aids .............................................................................................................................................. 16 1.3.2.11 Scripts .................................................................................................................................................... 16 1.3.2.12 Storyboards ............................................................................................................................................ 17

Review Questions ...................................................................................................................................................... 17

1.4 Select Aids, Materials and Techniques ....................................................................... 18 1.4.1 Computer Simulations and Presentations ........................................................................................................... 18 1.4.2 Diagrams, Charts and Posters ........................................................................................................................... 19 1.4.3 Models ............................................................................................................................................................. 19 1.4.4 Overhead Projectors ......................................................................................................................................... 19 1.4.5 Paper-Based Materials ...................................................................................................................................... 19 1.4.6 Whiteboards ..................................................................................................................................................... 20 1.4.7 Animations ....................................................................................................................................................... 20 1.4.8 Comparative Advertising ................................................................................................................................... 20 1.4.9 Live Action ....................................................................................................................................................... 21 1.4.10 Music ............................................................................................................................................................. 21 1.4.11 Signature Elements ......................................................................................................................................... 21 1.4.12 Sound Effects ................................................................................................................................................. 22 1.4.13 Guest Speakers .............................................................................................................................................. 22 1.4.14 Colours .......................................................................................................................................................... 22 1.4.15 Humour ......................................................................................................................................................... 22 Review Questions ...................................................................................................................................................... 23

1.5 Brief the Presentation Team ...................................................................................... 24 1.5.1 Responsibilities and Duties ................................................................................................................................ 24 1.5.2 Task Specifications ........................................................................................................................................... 25 Review Questions ...................................................................................................................................................... 25

1.6 Select Evaluation Techniques ..................................................................................... 26 1.6.1 Surveys or Questionnaires ................................................................................................................................. 27 1.6.2 Interviews ........................................................................................................................................................ 28 1.6.3 Focus Groups ................................................................................................................................................... 29 1.6.4 Action Research ............................................................................................................................................... 29 1.6.5 Critical Friends ................................................................................................................................................. 30 Review Questions ...................................................................................................................................................... 30


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2.1 Discuss Desired Outcomes ......................................................................................... 31 Review Questions ...................................................................................................................................................... 31

2.2 Use Presentation Aids and Materials .......................................................................... 32 Review Questions ...................................................................................................................................................... 33

2.3 Monitor Participant Communication .......................................................................... 34 Review Questions ...................................................................................................................................................... 34

2.4 Communicate to Engage Your Audience .................................................................... 35 2.4.1 Using “I” Language ........................................................................................................................................... 37 2.4.2 Using Clear and Concise Language .................................................................................................................... 37 2.4.3 Using Body Language ....................................................................................................................................... 37 2.4.4 Smiling ............................................................................................................................................................ 38 2.4.5 Paying Attention ............................................................................................................................................... 38 2.4.6 Confirming with the Audience ............................................................................................................................ 38 2.4.7 Thanking the Audience ..................................................................................................................................... 38 2.4.8 Avoiding Over-Sharing ...................................................................................................................................... 39 2.4.9 Laughing with the Audience .............................................................................................................................. 39 2.4.10 Putting Yourself in Their Shoes ........................................................................................................................ 39 2.4.11 Overcoming Communication Barriers ............................................................................................................... 39 Review Questions ...................................................................................................................................................... 41

2.5 Summarise Key Concepts ........................................................................................... 42 Review Questions ...................................................................................................................................................... 42

2.6 Review Effectiveness of Presentation ........................................................................ 43 Review Questions ...................................................................................................................................................... 43

2.7 Use Feedback .............................................................................................................. 44 Review Questions ...................................................................................................................................................... 44

Appendix A – Work Health & Safety Common Terms and Definitions ............................. 45


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1.1 Introduction This training course is based on the national unit of competency BSBCMM401 Make a Presentation. This unit covers the performance outcomes, skills and knowledge required to prepare, deliver and review a presentation to a target audience. No licencing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

This unit applies to individuals who may be expected to deliver presentations for a range of purposes, such as marketing, training or promotions. They need to utilise well-developed communication skills in presenting a range of concepts and ideas. The materials in this course cover the procedures and requirements for:

Preparing a presentation.

Delivering the presentation.

Reviewing the presentation.

1.2 Plan and Document Approach and Intended Outcomes There are a number of reasons that you could be required to make a presentation. Your presentation could impact an audience in the following ways:


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The first step in planning your presentation is to determine your intended outcomes. This will help you to choose an appropriate approach for the presentation. In working out your intended outcomes, think about the following aspects of your industry, product or service that you will be presenting:

Characteristics.

Functions and purpose.

Features and benefits.

Strengths and weaknesses.

To find out this information you can:

Read your organisation’s policies and procedures.

Read brochures or other information.

Read the information on the boxes or packaging.

Attend training sessions.

Try the products or services.

Compile a product or service knowledge checklist.

Talk to your colleagues.

Talk to manufacturers or suppliers.

In planning your presentation you should document the following points:

The type of presentation that is planned.

The intended outcomes.

Your target audience.

Key topics to be covered and the information you will include.

Venues.

Dates and schedules.

Budgets.

Presentation aids or materials.

Other resources required.


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If you are unsure of how to assess the information you have collected, or whether it complies with your workplace policies and procedures, speak with your supervisor, manager or other relevant personnel. You will also need to consider the key legislative and regulatory provisions that may affect the way your organisation operates. You may need to comply with laws and regulations involving:

Anti-discrimination.

Ethical principles.

Codes of Practice.

Privacy laws.

Environmental issues.

Occupational Health & Safety/Work Heath & Safety (OHS/WHS). 1.2.1 Anti-Discrimination

Laws about anti-discrimination are made at both the Commonwealth and state or territory levels. These laws provide a range of grounds for a person to lodge a complaint if they feel they have been discriminated against on the basis of:

Age.

Race.

Sex.

Disability.

1.2.2 Ethical Principles Ethical principles focus on values such as trust, good behaviour, fairness and kindness. Organisations usually set their own ethical standards.


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1.2.3 Codes of Practice

Codes of practice are a set of ethical principles guiding the way an organisation operates. They may use an industry code of practice. These codes are not mandatory like laws but are honorary codes. Alternatively, an organisation might have its own code of practice that you are expected you to operate within.

1.2.4 Privacy Laws There are federal, state and territory legislation and regulations surrounding privacy. Under these laws, you need to be careful how you handle, store and dispose of personal information. You may also be required to keep certain information confidential. 1.2.5 Environmental Issues

All organisations play an important role in environmental practices. However, the legislation that affects them directly will differ depending on the activities they undertake. Federal, state and local governments jointly administer the environmental protection legislation in Australia through bilateral agreements.

1.2.6 Occupational Health and Safety/Work Health and Safety Safety in the workplace is critical to every organisation. Any work needs to be undertaken in a safe manner. There are various federal, state and territory legislation and regulations surrounding Occupational Health & Safety/Work Health & Safety (OHS/WHS). You should be aware of how these rules apply to your workplace.


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1.2.6.1 Key Elements of the Work Health and Safety Legislation The following key elements of the WHS legislation will impact the way you do your job, and the responsibilities of your workplace:

The legislation also outlines requirements for:

The reporting requirements for notifiable incidents.

Licences, permits and registrations (e.g. for persons engaged in high risk work or users of certain plant or substances).

Provision for worker consultation, participation and representation at the

workplace.

Provision for the resolution of health and safety issues.

Protection against discrimination.

Many specific details relating to WHS will be negotiated within the workplace in accordance with the legislation. It is important that you speak with your Health and Safety Representative or supervisor for more information on how these elements will effect your day-to-day operations, or if you have any concerns relating to health and safety. A list of common WHS terms and their definitions can be found in Appendix A.


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Review Questions

1. List 4 key provisions of relevant legislation and regulations that may affect the way your organisation operates.

1. 2. 3. 4.

2. What do you need to consider under privacy laws when planning presentations?

3. List 4 ways you can find out more information about the products or services provided by your organisation.

1. 2. 3. 4.


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4. What are 4 points that should be documented in your presentation plan?

1. 2. 3. 4.

1.3 Choose Strategies, Format and Methods Once you have established the purpose of your presentation, you need to identify your target audience. This will help you to choose an appropriate strategy, format and method for your presentation. The way you make your presentation, including the type of language you use and aids chosen, will depend on the target audience.


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1.3.1 Preparing Presentation Material You will need to ensure that you prepare and present your information in a detailed and clear manner for your target audience, ensuring that it is relevant. To do this it is important to use your literacy skills, such as writing, editing and proofreading. These skills will help you to:

Identify your target audience.

Gather and analyse your information and present it in a logical sequence.

Write your material in a style to suit your audience, ensuring the

information is clear, accurate and consistent.

Proofread your material. 1.3.1.1 Identify Your Target Audience To start with, you should make a list of all the people who will attend your presentation. You should then organise this list into three groups.

The Primary Audience The people who have to make a decision based on your presentation.

The Secondary Audience The people who are affected by the actions of your primary audience.

The Immediate Audience The people responsible for taking the information you provide to a broader audience.

The next step is to consider the following for each group:

Why they need the information.

Their education levels.

Their position in the company.

Their understanding of the purpose of the presentation.

Their responsibilities to make decisions based on the information provided.

Personal demographics such as age, gender or attitude.

Cultural and language backgrounds.

Educational background or general knowledge and previous experience

with the topic.

Physical ability.


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1.3.1.2 Write Your Material

It is best to use short sentences and keep to one topic per paragraph. Use strong words to convey your message. Correct grammar and spelling are important for both written and oral presentations. Well-constructed sentences and paragraphs will ensure that your message is easy to follow and understand. Make sure all your spelling is correct. Misspelt words can look careless and unprofessional, particularly if you are promoting new products or marketing strategies, for example. Word processing packages offer spelling and grammar check functions but you should still check your documents yourself. Grammar and spelling checks don’t correct everything.

1.3.1.3 Proofread Your Work You will also need to use your literacy skills to proofread your material to ensure it meets your requirements. Read your presentation to check its clarity, spelling and grammar. To do this:

Read through the material first to check it meets your requirements.

Check through more thoroughly for errors or inaccuracies.

Read it aloud to gauge how it flows.

Double-check the names that were used.

Double-check any numbers in the document.

Check the artwork. To proofread thoroughly, it may be easier to print the document first and, if possible, ask someone else to read through it. 1.3.2 Delivery Formats, Strategies and Methods With an idea of the characteristics of your audience, you can choose suitable strategies, formats and delivery methods as appropriate. The following provide some examples of presentation formats, strategies and delivery methods that you may utilise.


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1.3.2.1 Case Studies Case studies tell the story of a real person or group to explain a problem and how they dealt with it. They can be used to:

Create interest.

Help the audience identify with the information.

Illustrate key points.

Provide context for a particular point.

Motivate the audience to take action. 1.3.2.2 Demonstrations Demonstrations involve physically showing the audience how to do something. This may be demonstrating a work process or use of a product.

Demonstrations are a visual presentation that allows the audience to see how things work. They can:

Appeal to more than one sense.

Set performance standards.

Emphasise sequences.

Provide guidance.

1.3.2.3 Discussion Facilitating a discussion is a good way for you to encourage your audience to participate and for you to interact with them. It also helps you to determine their understanding of your key points and to clarify any points of confusion. 1.3.2.4 Group Work Group work can be used to encourage discussions and audience interaction. It allows the audience to support each other and fosters an informal peer learning system.


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1.3.2.5 Oral Presentations

The purpose of an oral presentation is to:

Promote key information about a topic.

Use spoken delivery techniques to enhance communication.

1.3.2.6 Questioning Questioning your audience can be used to:

Help generate discussions.

Confirm understanding.

Clarify points of confusion.

Encourage interesting debate. 1.3.2.7 Role Plays Role plays generally involve the audience acting out defined roles in a set scenario. The scenario is usually based on a point that needs to be more closely examined.

Role plays can be used to:

Convey core information in a way that is easy to understand.

Appeal to more senses to help the audience remember the information.

Entertain the audience.

Inject humour into the presentation.

Encourage questioning.

Present multiple arguments.

Analyse problems from different perspectives.

Convey complex ideas relating to ethical or emotional decisions.

Provide insight and sympathy.

Stimulate an audience to present opinions.

BSBCMM401 Make a Presentation - Ecommerce Marketing Blog · range of purposes, such as marketing, training or promotions. They need to utilise well-developed communication skills

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