Комментарий к слайду №10

Для распространения информации о новом туристическом продукте нам необходимо воспользоваться максимальным количеством коммуникационных каналов с минимальными временными финансовыми затратами.

.Для этого мы предлагаем Разработать собственный Web-сайт с гостевой книгой, выйти на обсуждение вопросов birdwatching в блогах и социальных сетях Создать возможность on-line общения между потенциальными клиентами (организовать Интернет-форум).

Составить медиа - план, найти специализированные периодических изданий для размещения рекламы о новом турпродукте на печатных носителях. Организовать проведение массовых флэшмобов. Например, все участники в одно и то же время встречаются на пл. перед Зимним дворцом и кормят голубей. В это время организаторы флеш-моба фотографируют птиц на руках у людей и размещают фотографии на Интеренет-сайте. Организовать пресс-конференции по вопросам развития birdwatching в России на примере Северо-Западного региона.

Комментарий к слайду №11

Общие затраты на реализацию проекта составят 5,2 млн. рублей.

Стоимость тура в среднем 40 тыс.рублей (для иностранных граждан). По предварительному прогнозу прибыль от реализации проекта min 200%. В стоимость тура входит: предоставление трансферта; оформление на посещение зоны ООПТ; проживание в комфортабельном палаточном лагере; предоставление гидов-проводников; предоставление начального снаряжения; страхование и другое.

Комментарий к слайду №12

Целевая аудитория включает: Специалистов орнитологов; профессионалов и начинающих бёрдвотчеров; просто любителей отдыха на природе. В наши дни немало всемирно известных персон - активные бёрдвочеры, например, Принц Чарльз и Билл Гейтс. Интригующая связь замечена между birdwatching и шпионами, среди них Сидней Рипли и Ричард Майнержаген известны как серьезные орнитологи. Автор книг о Джеймсе Бонде был также и автором книг о птицах. Подобную стратегию присоединения к авторитетам методом паровозика можно использовать в рекламных акциях.

Комментарий к слайду №13

Н еохотное финансирование проектов, связанных с некоммерческими структурами в настоящее время объясняется тем, что пока еще не сформулирована единая повестка дня у государственных, общественных и коммерческих структур. А для продвижения проекта в нём должны быть заинтересованы все. И наш проект является прекрасным примером того, как эту единую повестку дня можно сформулировать и реализовать. Бюджет освобождается от финансовых обязательств перед ООПТ, которые становятся относительно финансово самостоятельными. Инвесторы же получают прибыль и широкое паблисити, как социально ответственный cубъекты бизнеса. Хочу ещё раз подчеркнуть, что данный проект выгоден всем. Надо просто научиться слышать друг друга.

После внимательного ознакомления с примером презентации попробуйте самостоятельно подготовить свое выступление с мультимедийной презентацией.

1.6. Общие рекомендации при подготовке слайдов презентации и текста выступления

1. Все слайды презентации должны иметь одинаковое цветовое оформление. Недопустимо менять фон презентации. На всех слайдах он должен быть однородным. Помните о том, что одинаковый цвет – это сигнал зрителю о том, что вы продолжаете начатую тему, а не перескакиваете с одного вопроса на другой. Единство цветового оформления – это дополнительный, зрительно воспринимаемый показатель логичности, единства темы доклада.

2. Цвет, кегль и гарнитура шрифта должна быть во всей презентации одинаковыми. Цвет шрифта заголовков слайда – тоже везде одинаковый. Если заголовок слайда слишком длинный и не помещается в формат на слайде, трансформируйте его, сделайте высказывание короче, но не меняйте кегль.

3. Избегайте излишней «красивости», не загромождайте слайд. Выбирайте такие шрифты и цвета, которые способствуют лучшему восприятию информации. Шрифты должны легко читаться и соответствовать основной идее сообщения (если вы используете сложные шрифты, подумайте, насколько уместен в данной презентации выбранный вами креативный компонент).

4. Помните правило: чем насыщеннее содержание сообщения, тем проще оформление презентации.

5. При выборе невербальных фрагментов презентации будьте внимательны. Несоответствие текста и рисунка могут полностью разрушить восприятие и стать поводом для ироничных замечаний со стороны воспринимающей информацию аудитории.

6. При выборе знаков рубрики не забываете о том, что во всей презентации они должны быть одинаковыми. Под знаком рубрики текстовые фрагменты должны быть грамматически однородными.

7. При подготовке устного выступления запишите выступление на диктофон и прослушайте запись, переключая слайды. Засеките время и убедитесь, что вы укладываетесь в регламент.

8. Проверьте соответствие комментария к слайду информации на слайде, встав на позицию слушателя-зрителя. При необходимости отредактируйте текст выступления и исправьте текст слайда.

9. Во время выступления с презентацией доклада встаньте так, чтобы не заслонять экран, чтобы презентация была хорошо видна зрителям, чтобы текст и рисунки были хорошо видны.

10. Презентацию перед выступлением стоит скопировать на компьютер с электронного носителя и проверить – открывается ли файл.

Part 2

Presentations in English: development and delivery

2.1. A look at slides design

From Part 1 you already know the rules to play by when preparing a presentation in Russian. Basically all of them can be applied to presentations in the English language.

This part introduces some more ideas for presenting a PR campaign project. The main focus is on planning and structuring the content. This part also concerns some approaches to slides design.

Look at the description of some PowerPoint slides produced by an unskilled presenter. They were supposed to be a visual support for a live oral presentation.

There are 20 slides filled with 12-point text in several bright colours, each having a complicated title and a number of subtitles. No empty space. No visuals.

Is the presentation going to be successful? What would you do to make the slides more effective?

1. ___________________

2. ___________________

3. ___________________

Now compare your advice with the tips below.

1. Outline a plan of your presentation well before you open the presentation software.

2. Produce a clear and logical structure.

3. Stick to one topic per slide.

4. Use a short clear title for each slide.

5. Make the text of the slides big and the amount of text small so that everyone is able to read what is on the slide.

6. Prefer short points to full sentences, where possible.

7. Use tables, diagrams, graphs and other visuals.

8. Make sure each of them has a clear title.

While those may seem like common sense, when it comes to practice…

There is a saying:

Advice is like castor oil, easy enough to give but dreadful uneasy to take.

So, to make the tips easier to take and to follow, let us look at some slides design approaches more closely.

2.1.1. Outlining the content

It is a good idea to have a plan of what you are going to talk about before diving into PowerPoint. The best presenters often sketch out their ideas and objectives with a pen and paper. It takes time. But it will lead to more clarity. It will also save you time and effort when it comes to creating slides.

Two strategies to sketch out your ideas are given below.

A mind map

A mind map is a diagram used to represent ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas. The elements of a mind map are arranged intuitively according to the importance of the concepts, and are classified into groupings, branches, or areas.

Figure 1. A mind map sketching the communication element of the RACE model.

A flowchart

You may use a flowchart to fix you presentation flow step by step.

A mind map shows associated ideas, not a process. You can say that it is a static model, whereas a flowchart is dynamic.

Look at the flowchart below. It represents the RACE model of a PR campaign. The RACE acronym is a popular way to describe the process of public relations. It means that public relations activity consists of four elements:

Research – What is the problem or situation?

Action (strategy planning) – What is going to be done?

Communication – How the public is going to be told?

Evaluation (Evolution) – Was the audience reached and what was the effect?

Figure 2. A flowchart representing the RACE model

Whatever sketching approach you use, having a rough storyboard will help you simplify your message in your own head. You will have the whole picture in your mind. It is then easier to lay out those ideas in PowerPoint.

2.1.2. Structuring the content

The next step is to design the proper structure of your presentation. Your audience needs to see where you are going. If you have made a flowchart outlining the content, it may seem to you that you have already organized your ideas in a logical fashion. But will it seem so to the audience? Not necessarily. A good presentation is something very much planned, direct and linear. So, you need to check your logic.

You can use one of the following models to organize ideas and information. They are typical and recognizable.

1. PROBLEM → SOLUTION (S)

If you have decided to use this model, first identify the problem. After that suggest a solution(s). Then you will need to describe the actions (possibly in a chronological order) and the expected results. This means that you will need to use the following two models.

2. ACTION (S) → RESULT (S)

3. Chronological order.

This kind of logic can be exemplified by the flowchart below.

NOTE. Each stage is normally represented by a number of slides. Make sure you stick to one topic per slide. Otherwise it will be difficult for the audience to follow you.

4. You might go from a list of points to detailed discussion of each point one by one. The flowchart below shows what a sequence of slides might look like in this case.

When you make a list, REMEMBER:

1. Number the points.

2. Use the same structure in all lines.

(Notice the use of the imperative structure in both tips)

5. The RACE model.

The models that have been discussed above can be incorporated into the RACE scheme (figure 2). Although it describes the typical stages of a PR campaign, it can be also used for sequencing the parts of a presentation. The examples below realize the RACE model. In each example there is a task.

EXAMPLE 1.

TASK. Look at the short titles given below. What is the speaker going to talk about in each part?

1. BACKGROUND INFORMATION

2. PROBLEM

3. STRATEGY

4. TARGET AUDIENCE

5. MEDIA CHANNELS

6. EVENTS

7. BUDGET

8. EXPECTED RESULTS

9. EFFICIENCY EVALUATIOIN

WARNING. All the BACKGROUND facts and figures should be relevant to the problem your campaign is intended to solve.

EXAMPLE 2.

TASK. Look at the list of slides. The author forgot to cover two essential components of his campaign plan. What are the missing slides?

1. OBJECTIVES

2. STRATEGY

3. TACTICS

4. CALENDAR

5. BUDGET

6. EVALUATION

2.1.3. Keep it simple and short

Tips 4,5,6 from the list of tips in the introduction mean that you cannot put all the text on a slide and then just read it. During the presentation you are supposed to be talking to the audience, not to the screen. The audience is supposed to be listening to the speaker, not to be reading the slide. People just won’t manage to do both.

Many presenters find it challenging to make short catchy titles and notes. It takes time and effort to learn to do so. To produce simple clear notes that would show your ideas to their best, follow the steps given below.

1. Write down the main points.

2. Decide on the order of ideas.

3. Extend the points so that there are full sentences or even paragraphs explaining the method in detail. Imagine you are writing an article.

4. Shorten the paragraphs. Turn them into short sentences in the SUBJECT-VERB-OBJECT structure. Have one sentence per slide. Use verbs in active tense (never use the passive voice in a presentation).

5. Avoid using long complicated words: replace them with shorter synonyms.

6. Look at the slides again. Can you see the main focus of each part by reading only the titles?

7. Read the notes aloud. Do they sound in a memorable way? For instance, phrases with a rhythm and alliterated phrases are better remembered.

8. Make the title slide (the first one).

9. Now try out how the slides work. Talk about each slide without looking at the text you wrote at stage 2.

10. Finally, for the presentation, write the text the way you speak about the slides. Remember, writing and speaking are different registers and should differ in style.

Now we are going to look at a presentation technique, which is based on very short notes.

The "Takahashi Method"

One person who has got a lot of people interested in his unique way of presenting is Mr. Masayoshi Takahashi. His method is now labeled the "Takahashi Method."

Takahashi uses only text in his slides. But not just any text — really big text. Huge text. Characters (or letters and numbers) of impressive proportion which rarely number more than ten, usually fewer. His goal was to use short words rather than long, complicated words and phrases.

About four years ago Takahashi had to give a 5-minute presentation at a conference. He wanted a way to get his message clear and powerful in such a short time. He found that his method was excellent in such situations. People understood and remembered his presentation.

Besides, Takahashi, who is a computer programmer, did not have software like PowerPoint (the slide above says "I don't have PowerPoint"). He did not have access to photos or drawing programs either. So he was stuck with text. Still, he wanted to be different. He wanted to be effective.

So he started thinking very hard about how to use the best word for each slide as he took the audience through his presentation. The words or phrases resemble Japanese newspaper headlines rather than sentences which must be read. His slides, though they are all text, are visual, visual in the sense that (if you read Japanese) they are instantly understood and support his talk.

As he says, if you have full sentences, the audience will read those and may miss what you are saying. If there is too much text on the screen, many people can not read it because it is too small (though that rarely keeps people from trying to read the slides anyway).

The method provides clear visual support for the audience and helps make the content more memorable. This method is easy to do. It helps the presenter get organized while planning and keeps the presenter on track while presenting.

Once again, the idea is to use very, very large type on screen.

If you combine Takahashi Method with other approaches the slides are usually a mix of full-screen, high-quality photos, some charts/graphs, and slides with single words, short phrases, or short quotations.

Adapted from http://www.presentationzen.com

Answer the questions.

1. In what kind of situation did Takahashi first use his method?

2. Explain briefly what he did.

3. Why was it effective?

4. What did Takahashi use on his slides?

1. full sentences;

2. pictures and diagrams;

3. words and short sentences in a “newspaper headlines” style.

TASK

Prepare a short presentation on "The Takahashi Method." Look at the slides used by Takahashi in his recent presentation explaining the main points of his method.

      Slides 1, 2

      Slides 3, 4

On each slide you can use as many words as there are characters (or fewer). You can compare your slides with the English translation of Takahashi’s slides on p ...

SAMPLES STUDY.

Look at the following samples. The slides come from three different presentations. What is wrong with the slides apart from grammar mistakes?

What would you do to improve the slides?

Sample analysis answers

Slide 1.

1. The title has long words. It is not instantly obvious what the speaker is going to talk about. The strategy? The message? The tactics?

2. There is a passive structure in the first and the second points.

3. The calendar goes before the actions. It could be put on a separate slide after this one.

4. What is the fourth point? Is it an objective? Is it an action? This point is long and unclear. The structure is too complicated.

Slide 2.

1. The words “the main aim of my PR campaign” are repeated in the text.

2. The second half of the sentence about giving people certain rights is inappropriate here.

3. This is rather strange to see a list that contains only one point.

Slide 3.

1. How many words “of” are there?

2. A slide stating the aim should have one word in the title, which is “AIM”.

3. Do we really need that picture on the slide?

The answers to the task "The Takahashi Method".

The English version of the slides.

1, 2: (Left) "The Takahashi Method" title slide. (Right) "Huge characters" — He stresses using large characters or letters on slides.

3, 4: (Left) "Easy to see" He states that small text is impossible for people in the back to see, so keep it "big." (Right) "History" Takahashi begins to talk about the background of his method.

2.1.4. The use of visuals

As visual communication has proven really efficient, it has become an essential ingredient of a modern presentation. But remember, visual communication has to be really visual.

The most efficient way to display facts, figures, trends, etc. is to organize them in one of the following visual ‘vehicles’. There is a range of them. Your task is to learn to decide on the most appropriate one and to design a visual so that it makes your point clear.

Look at the most popular ways to visualize information.

Flowcharts describe processes. For instance, figure 2 above shows a flowchart representing the RACE model. So, if you are going to talk about an action plan, use a flowchart as a support.

Data can be organized in a table, a bar chart or a pie chart.

Figure 3. An example of a pie chart.

Figure 4. An example of a bar chart.

Trends are normally shown by graphs. When choosing between using a table or a graph, remember that graphs and diagrams are easier to understand than numbers.

There are three more things to remember. First, each visual should have a clear title. Second, it should be relevant to your topic and illustrative. Third, there should be only essential information. Too much data on a slide makes it difficult for the listeners to understand it.

2.2. The language of presentations

In Part 2.1. we looked at the basics of slides design. This part offers a range of expressions which will enable you to comment on the slides with directness, clarity and naturalness.

Developing presentation skills means learning to choose the most appropriate words and phrases that communicate your ideas in the most effective and persuasive way. A good presenter is supposed to be able to support his point with relevant arguments and facts, to explain the pluses and minuses of a suggested solution, to outline the outcomes of an action. He or she is also expected to describe and interpret diagrams, attract the listeners’ attention to certain facts, to move smoothly from one part to another. All these abilities are based, in the first place, on the knowledge of key expressions which convey certain stereotyped meanings and intentions (or language functions).

The key expressions given here are divided into groups according to their function. Wherever it appears essential, there are some short notes and examples to illustrate their use and meaning. Each point begins with a key phrase. Possible options to continue some of them are given in brackets.

2.2.1. Introducing yourself

If you haven’t been introduced to the audience, the first thing you have to do is to introduce yourself, the organization you represent and the topic of your presentation. This information should be on the title slide.

Good morning (afternoon), ladies and gentlemen. (a formal greeting)

Good morning (afternoon). Thank you all for coming.

I’m …..

I’ll be talking about …

I’m here to present a PR (communication) campaign that concerns …

2.2.2. Presenting the agenda

The audience needs to know what points you are going to cover. Otherwise your presentation might look unorganized. Besides, an articulate plan will make it easier for the listeners to follow your presentation. So, it is a good idea to fix the plan on a slide in a form of a numbered list. Look at the expressions to outline the agenda.

You can see from this slide that I’m going to cover three points.

I’ve put the plan of the presentation on this slide.

At the beginning of the presentation I’ll ….

First, I’m going to outline the problem…

Second, I’d like to …

I’m going to begin with…

Then I’ll move to ….

The next thing to discuss is ….

Then we’ll look at ….

I’ll also go over ( the strategy of) ……

Then I’d like to explain …

Next, I’ll consider …

I will also talk about …

Finally, …

As a last point, I’ll ….

2.2.3. Changing slides

When you put up a new slide, it means that you intend to move on to a new topic. You should signal this intention with one of the following expressions.

On the next slide you can see ….

This slide shows...

Here is the next slide. It shows…

Let’s look at this slide.

Now let me show you …

Let’s move on and discuss ……

Shall we now turn to …….

Now, we’ll move on to ….

I’d now like to change direction and talk about ….

Now let’s focus on ….

I have explained …. Now let’s talk about….

Let’s look at …, which is (are) on the following slide.

The slide summarizes (the strategy).

2.2.4. Raising the issue

If there has been a sufficient public concern about the issue you are going to talk about, say so. It will guarantee you the listeners’ interest and attention at least for the first three minutes of the talk.

As you may know, there has been a concern about ….

There has been a lot of discussion about ….

There have been certain warning sights that ….

……… has been in headlines recently.

……… has been discussed in the press recently.

2.2.5. Introducing the research results

According to the research results …

The research shows that …

The survey has shown that …

Let me comment on the figures.

To prove the point I’m going to show you these figures….

2.2.6. Explaining the visuals

This graph/flowchart/pie chart/ shows that …

Here is a table that illustrates what I’m saying.

This slide contains all the statistics.

The pie chart presents the results of …. As you can see, ….

From this table you can see that …

The vertical axis shows …

The horizontal axis shows…

The diagram offers an explanation of how … (acid rain is formed).

If you use a picture or a diagram, you might need to explain what each element represents.

Look at the rough sketch of a diagram below. It has some words and phrases you can use to say what the elements are and where they are.

Examples.

1. The arrows in the middle of the diagram represent the main sources of acid rain.

2. The key in the bottom right-hand corner explains the symbols used on the diagram.

In the chart below there are some phrases to explain a table.

In the top row →	Across the top →	In the right column ↓
In the left column ↓	In the middle ↓
In the bottom row →		In the last cell

Now let’s look at the phrases to describe trends shown by graphs.

… has risen/increased (sharply/steadily/sufficiently/dramatically/slightly).

There has been a/an (slight/sharp/steady/sufficient) increase/rise in ….

……… has gone up to … (number).

… rose over the period from … to ….

This graph shows an increase in (the number of dog owners).

… has fallen/dropped/decreased/reduced (sharply/steadily/gradually/sufficiently/ dramatically/ slightly).

There has been a decrease/drop/fall in …..

… has gone down to … (number).

… decreased over the period from … to … (over the following months).

We can see a significant drop in (the number of dog owners).

NOTE. 1. Before you use an adjective or an adverb like slightly or dramatically, make sure you know what they mean exactly. For example, the solid lines represent gradual changes.

2. Notice that an adverb comes after the verb it describes, whereas an adjective comes before a noun.

… peaked last year.

… reached a high (a low) point.

2.2.7. Looking at detail

If you want to highlight some key features in the graph or a chart, which are important for understanding your point, use one of the following phrases.

Let’s look at the figures on this slide more closely.

It is interesting to note that ….

I’d like to draw your attention to…

As you see, ….

I’d like to draw your attention to the fact that….

As you may have noticed ….

Let’s look at the figures ….

It’s interesting to note that ….

Notice that ….

2.2.8. Summarizing the research results

To sum up, the research results reveal that ………(give a conclusion)

From what we have seen, the main conclusion is ………

The analysis of the situation shows that ……….

The information I’ve gathered proves that ……….

2.2.9. Connecting the cause and result

… is due to ….

…………. The main cause for this is ….

……… has resulted in ……….

………. As the result of this, …….

……… leads to…….

………. As a result, ……….

To sound more sophisticated, you may speculate about the probability of the results.

……… is bound to lead to …. (99,9999 %)

……… is highly likely to lead to …… (≈ 90%)

……… is likely to lead to ……… (≈ 80%)

……… may/might result in …… (≈ 50%)

……… the actions should have the following positive outcomes.

……… the projected results are on this slide.

2.2.10. Identifying the problem(s) and suggesting the solution(s)

There are several problems. The first one is …. Second, ….

The problem is ….

……… (describing the situation) So, the situation is rather disappointing/really serious.

So, what can be done to improve the situation?

Apparently, something has to be done to change the situation/to solve the problem.

There are two possible solutions to this problem.

The first solution is …….

As an alternative, we could ….

We could take the following steps….

The following actions could/can bring positive results.

I suggest taking the following steps.….

I suggest that we do the following ….

I have formulated the problem. Now I’ll outline the action points.

To overcome the problem we should ……….

NOTES

1. The verb suggest takes the –ing form of the verb or that + a SUBJECT-VERB-OBJECT phrase.

2. When making recommendations or suggesting a strategy, you may want to give a list of key points. These points can be expressed using that means + the –ing form of the verb.

We need to improve results and that means getting more customers and encouraging existing customers to return.

11. Stating the aim, formulating the objectives

Once the situation or a problem is understood, the next step is to establish objective for the programme. It is important to remember that an objective is usually stated in terms of programme outcomes, not inputs. For example: ‘create awareness of ….’; ‘educate the target audience on …’; Or ‘increase the number of people visiting ….’

The goals the campaign is aiming to achieve are the following.

Now, I’ll outline the objectives.

The main aim is to ….

This slide sets the objectives.

I’ve formulated three objectives.

First, ……….

Second, ……….

Last, but not least, ……….

2.2.12. Moving from the aim to the strategy

A strategy is how, in concept, an objective is to be achieved, providing guidelines and themes for the overall program. It also defines the ideas, information and messages the public should be made aware of.

As I said before, the main aim is ………. Now let’s focus on how we can achieve this.

This slide maps out the strategy of action.

Here are the key messages and themes for our publicity materials.

I’ve outlined the basic concept of the progamme on this slide.

2.2.13. Outlining the tactics

As you know, tactics is a list of concrete measures or steps to put the strategy into operation. It shapes out, for example, how the key publics will be reached.

Now I’m going to talk about what the programme includes …

Now, look at the activities plan.

As you see from this slide I’ve scheduled the following activities.

I suggest that we begin with …. Then we should …. Next ….

2.2.14. Identifying the target audience

Here are the groups of public we need to reach.

I’ve put the key publics on the slide.

2.2.15. Suggesting the communication channels

I’ve listed the communication channels to reach the audience.

I suggest using the following channels.

2.2.16. Talking about the pluses and minuses

The pluses of ……… are ……….

The advantages are……….

As well as pros, there are some cons.

There are certain minuses …

The main disadvantage is ……….

The key advantage is ….

The minuses are obvious.

There are several points on both sides.

On the one hand …. On the other hand ….

2.2.17. Repeating and paraphrasing what has already been said

In other words,….

That is to say, ….

To put it another way, ….

Let me rephrase that.

As I said earlier in the talk, …. (you mean, you want to return to something you said earlier).

Earlier in the talk, I mentioned …

2.2.18. Referring to the sources

I used information from (several useful professional journals such as ………). These journals have websites providing up-to-date information. I’ve made a list of addresses.

I also used examples/ideas/data from

2.2.19. Welcoming questions and comments

I have covered the points I needed to present today.

We have time for a few questions.

Are there any questions or comments?

I would be glad to answer any questions you might have.

2.2.20. Saying thank you

I’d like to thank you all for your attention.

Thank you for listening