CS代考 FINC3600 FINANCE IN PRACTICE S1 2022

Persuasive Communication Guide
FINC3600 FINANCE IN PRACTICE S1 2022
PETER SKALKOS

Persuasive communication checklist
▪ Probe – Have I undertaken extensive research and analysis?
▪ PACKO – Have I used PACKO to summarise the Probing step?
▪ Preparing – Have I planned and prepared for the presentation?
▪ Storyboard – Have I used a storyboard to create a structure for the presentation?
▪ Script – Have I used a script that translates the storyboard into the story I am trying to sell?
▪ Slides – Have I developed slides provide a visual representation of my story?
▪ Star – Have I prepared for an “Oscar” winning presentation performance?
▪ Practicing – Have I invested sufficient time to learn and improve my performance? ▪ Perform – Am I ready to present as if I am “auditioning for leadership”?
Pages ⃝ 14
⃝ 17-20 ⃝ 21-23
⃝ 24-27 ⃝ 28-33 ⃝ 34-38
⃝ 39-43 ⃝ 44-46
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Introduction

Objective: Kick-start your persuasive communication journey
▪ No single approach (silver bullet) that serves all presenters and presentations in all circumstances.
▪ You need to try out different approaches at different times.
▪ This guide presents some techniques and practices that you can use to improve your persuasive communication skills.
▪ With preparation, practice and working through the key elements of persuasive communication included in this guide, you can learn to plan, assemble and deliver a successful presentation.
THERE IS NO SILVER BULLET
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Marathon not a sprint
▪ At university you were primarily judged on your technical skills.
▪ In the professional world you will primarily be judged on your communication skills.
▪ For those of you that welcome the communication challenge and are prepared to embark on the marathon this guide will help you get a great start.
▪ Some of you may be overwhelmed and intimidated with the volume of ideas in this guide so you may fall back on focusing on your technical skills and habits.
IT’S SUPPOSED TO BE HARD.
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To climb the corporate mountain you need to …
“Every time you speak
you are auditioning for
leadership”
Vice President Senior Director Director Senior Manager Manager Senior Associate Associate
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… master persuasive communication because …
 It is key to getting things done,  Most people suck at it,
3rd 2nd 1st
You can master it
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… and it help you stay ahead of the competition.
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By working through and practising each of elements in the process below you can learn to assemble and deliver a successful presentation.
Probe Prepare Practice Perform
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The probe step is about researching and analysing the topic.
Prepare Practice Perform
Research Analysis PACKO
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This guide does not provide detailed insights into research and analysis.
“The goal is to turn data into information, and
Carly Fiorina, Former CEO of HP
“If you can’t explain it simply, you don’t understand it well
Prepare Practice
information into insight.”
, Physicist
Research Analysis PACKO
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PACKO provides an opportunity to focus the work undertaken during the probing step before you begin the next step.
P What is the PURPOSE of this presentation?
A Who is your AUDIENCE? What is the background and expertise
Prepare Practice Present
of your audience? What are their expectations of style, content and presentation? What do they need to know?
Research Analysis PACKO
C What is the CONTEXT for the presentation? What is the background, what has changed, what might change?
K What are the KEY MESSAGES that you want the audience to remember after the presentation?
O What is the OUTCOME you are hoping for? What are you asking the audience to do after the presentation – make a decision? Note the key issues?
Source: Australian Institute of Company Directors, Effective Board Reporting, Writing, Dr Judith MacCormick © 2019 The University of Rights Reserved 16

The prepare step is about planning and assembling the presentation and has four elements.
Storyboard Script Slides
Practice Perform
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The prepare step is about planning and assembling the presentation and has four elements.
Prepare Practice Perform
Create a structure for the presentation.
Translate your storyboard into the story you are trying to sell. Provide a visual representation of your story.
Your performance as a presenter is what people will notice.
Storyboard Script Slides
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Preparing a presentation is like producing a “show”.
Key point Script idea Visual idea
oint t idea
Storyboard
Key point Script idea
Key point Script idea Visual idea
Key point Script idea Visualidea
Key point Script ideas Visualidea
Key point Script idea Visualidea
Key point Script idea Visualidea
Key point Script idea Visual idea
Key point Script idea Visual
Key point Script idea Visual idea
Script idea
Visual idea
Storyboard Script Slides
Complication
▪ ________________ ▪ ________________ ▪ ________________
1st support point + evidence
1.1 Support point
1st support point + evidence
2.1 Support point
Situation points
▪ ________________ ▪ ________________ ▪ ________________
1st key line point + support points
Key line 1
1.1 Support point 1.2 Support point
2nd key line point + support points
Key line 1
2.1 Support point 2.2 Support point
Main point and key line points Key Message
Key line 1 Key line 2
2nd support point + evidence
1.2 Support point
2nd support point + evidence
2.2 Support point
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Storyboard
A storyboard creates a structure for the presentation.
▪ Storyboarding is a method of structuring and sequencing your ideas in order to present them in a logical and compelling order when planning a presentation.
Prepare Practice Present
Key point Script idea Visual idea
Key point Script idea Visual idea
Key point Script idea Visual idea
Key point Script ideas Visual idea
Key poin Script idea Visual idea
Key point Script idea Visual idea
Storyboard Script Slides
Key point Script idea Visual idea
Key point Script idea Visual idea
Key point Script idea Visual
Key point Script idea Visual idea
Key point Script idea Visual idea
Tip: Sticky notes are useful for storyboarding as you can use colour coding and reposition the structure and order of the notes.
Key point Script idea Visual idea
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Storyboard
Crafting a persuasive story is the objective of the storyboard.
▪ People remember ideas when they are presented in the form of stories.
▪ In order for persuasive stories to be effective they need to be: Prepare Practice Present
Storyboard Script Slides
Unexpected
Source: Adapted from “Show me don’t tell me” , 2015
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Storyboard
Storyboard options
▪ There are wide range of options when structuring a persuasive presentation. Only a limited number of structures are presented in Appendix 1:
Prepare Practice Present
Storyboard Script Slides
▪ Introduction, Body, Conclusion and Q&A ▪ Minto Pyramid Principle
▪ Aristotle
▪ What Is and What Could Be
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The script translates your storyboard into the story you are trying to sell.
▪ “In my experience communications too often focuses on finding the right words. Of course, words are important at some point in the process. But the first question you have to ask yourself is, ‘What’s
Prtehpeasrtoery I’m trying to sell?P’ Trahcatiicseessential, and shouldPbrestehnet starting point” (Obama’s former Director of Speechwriting)
Storyboard Script Slides
Obama’s edits to healthcare speech for Congress, 2009, with
Source: http://www.steveseager.com/storytelling-tips-from-obamas-speechwriter-unpacked/ © 2019 The University of Rights Reserved 24

The script will depend on whether the presentation is stand-up or sit-down.
▪ There are two types of business presentations
Prepare Practice Present
Storyboard Script Slides
▪ The focal point is the presenter, not the slides.
▪ The focus is on the most salient points.
▪ Let your slides support your point, not make it.
▪ The focal point is the presentation document.
▪ The focus is on the details.
▪ It is about walking through the document to discuss the topic and the issues.
▪ More common in the workplace. © 2019 The University of Rights Reserved 25

The scrip will need to reflect your presentation preference
▪ The script can be written in the notes section of PowerPoint. ▪ The detail of the script will depend on whether you chose to
Prepare Practice Present
▪ Memorise the script word for word (Generally not a good idea)
▪ Work only with an outline
Storyboard Script Slides
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▪ Tell stories – facts tell / stories sell.
▪ Simplify your language – be clear and concise – avoid buzz words,
long sentences and complexity.
Prepare Practice Present
“One of the reasons why Obama’s speeches are so successful is because they are written in the language that his audience understands”
Storyboard Script Slides
▪ Use metaphors and analogies.
▪ If you are using figures, fire like a snipper not like a machine gun.
▪ Avoid filler words – avoid “um”, “ah” and “like”.
▪ Avoid certain phrases (e.g. “might be, in my opinion, kind of, you know, hopefully, OK a little bit.
▪ If someone else has drafted your script, rewrite or adapt it so that it reflects “your voice”.
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Slides provide a visual representation of your story.
▪ “PowerPoint presentations are like children: No matter how ugly they are, you’ll think they there’re beautiful if there’re yours.”
creator of Dilbert comic strip
Prepare Practice Present
Situation points Complication Main point and key line points
▪ ________________ ▪ ________________ ▪ ________________
▪ ________________ ▪ ________________ ▪ ________________
Key Message
Key line 1 Key line 2
Storyboard Script Slides
1st key line point + support points
2nd key line point + support points
1st support point + evidence
1st support point + evidence
2nd support point + evidence
2nd support point + evidence
Key line 1
1.1 Support point 1.2 Support point
1.1 Support point
1.2 Support point
Key line 1
2.1 Support point 2.2 Support point
2.1 Support point
2.2 Support point
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Once the storyboard and the script are completed you begin working on your slides.
Storyboard
Situation points
Current Reality
▪ Theout-of-stocksituationhasbeen
XYZ Ltd has been experiencing high out-of- stock levels. Inevitably, in the PMG business, an inability to supply orders will result in a loss of market share.
Current Reality High-out-of-stock levels
▪ Problems in manufacturing
▪ Poor supply chain processes
▪ Weak manufacturing/supply chain alignment
▪ ________________ ▪ ________________ ▪ ________________
Storyboard Script Slides
partially due to manufacturing problems.
▪ Themanufacturingproblemsare compounded by inconsistent or inappropriately managed supply chain processes.
▪ The supply chain and manufacturing processes are not “aligned” to alleviate out-of-stock problems or ensure a focus on priority customers and products.
Source: Adapted from “The Minto Pyramid Principle, , 1996
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The slides will depend on whether the presentation is stand-up or sit-down
Prepare Practice Present
Storyboard Script Slides
▪ Slides are not stand-alone that can not substitute the presenter.
▪ The slides support your point, they do not make it.
▪ The slides give the audience a visual experience that adds to the script.
▪ Keep it simple – “Less is more”
▪ Slides are stand-alone that can substitute the presenter and the script.
▪ The slides make your point.
▪ The slides provide sufficient details to make a persuasive argument for the key message.
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The objective of stand-up presentation slides is to support your verbal presentation.
▪ Slides can significantly increase retention rates.
Presentation retention rates
Prepare Practice Present
Storyboard Script Slides
Verbal only messages
Verbal & visual messages
Source: Essential Managers Presenting Aileen Pincus
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The objective of sit-down presentation slides is to persuade your audience to make decisions and/or take action.
▪ Slides are designed to make it easy to decide to take action.
Prepare Practice Present
understand + decide + take action
Storyboard Script Slides
R UNDERSTAND
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Your performance as a presenter is what people will notice.
▪ “Every time you have to speak, you are auditioning for leadership.”
▪ “If you don’t believe the messenger, you won’t believe the message.”
Prepare Practice Present
Kouzes- Law of Leadership
Storyboard Script Slides
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Your performance will depend on whether the presentation is stand-up or sit-down.
Prepare Practice Present
Storyboard Script Slides
▪ You are the star of the show.
▪ The focus is on you and your performance.
▪ You are the co-star of the show. ▪ The focus is on you and the
presentation document.
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For stand-up presentations its theatre, not information.
▪ Telling your story during stand-up presentations is more theatre than information.
▪ Audiences base their judgements on whether they trust your vision Prepare Practice Present
Storyboard Script Slides
▪ “Since knowing the future is beyond logic, their judgement won’t be based on logical factors but emotional factors: trust, confidence, hope, ambition, desire.“ 2
of the future. “Being a leader is getting people to go to an alternate future.“ 1
Sources: 1 ; 2 and
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For stand-up presentations its theatre, not information.
▪ Example of a stand-up presentation by the winning team in the 2018 Cornell International Real Estate Competition.
Prepare Practice Present
Storyboard Script Slides
https://vod.video.cornell.edu/media/University+of+Pennsylvania+-+Bel+Capital+1st+place+%28CIRECC+2018%29/1_caxaevai
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Treat sit-down presentations like a conversation about the information.
▪ Once the summary is presented, let the questions and comments of the audience drive the conversation and refer to the appendix slides as relevant questions and comments come up.
Prepare Practice Present
Storyboard Script Slides
▪ Your audience will often have received a copy of the slide deck beforehand and will be acquainted with the information and findings.
▪ Guide the audience directly to the parts of the slide deck that matters most to them.
▪ The focus is going to be the slide deck so you must work from the same printed deck (with the same page numbers) as the audience.
▪ Remember that you will be competing with your slides for the audience’s attention.
▪ Sit-down presentations are all about interaction with the audience. The more questions you receive the better the presentation.
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Practice needs time and repetition.
▪ The number one strategy for boosting presentation skills is to devote as much time as you can to preparation and practice.
▪ According to , a communications expert, it takes Prepare Practice Present
roughly 90 hours to create a world-class hour-long presentation that contains 30 slides.
1. 30 hours to craft the story (researching, organizing, sketching, storyboarding, scripting, and revising the story)
2. 30 hours to building the slides
3. 30 hours to rehearsing the delivery (practice)
▪ 90/90 rule – 90% of the impact on your audience is made in the first 90 seconds. Make sure you get off to a good start.
Sources: Adapted from HBR Guide to Persuasive Presentations, , 2012 and How to speak so people really listen, Gee, 2017
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Practice needs time and repetition.
▪ Ideally you should practice your presentation out load at least five to ten times. Try one or more of the following:
1. Practice with an outline not a full script.
Prepare Practice Present
2. After several rehearsals practice without stopping.
3. Time the later practice presentations. Remember actual
presentation will be slower than rehearsals.
4. Present to a test audience / peers / someone who has knowledge of the material and invite constructive feedback.
5. Run through the presentation in the same (or similar room) you will deliver the real thing.
6. Record a practice round on a video and review to identify areas for improvement.
7. Practice with a colleague if they will be “driving” the slides for you, so you don’t have to say “next slide, please”.
Source: Essential Managers Presenting Aileen Pincus
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More insights into presentation practice are available in Appendix 3.
“An ounce of practice is generally worth more than a ton of theory.”
Prepare Practice Present
E F Schumacher
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