Диссертация (1146780), страница 38
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TASK. Look at the list of slides. The author forgot to cover two essentialcomponents of his campaign plan. What are the missing slides?1. OBJECTIVES2. STRATEGY3. TACTICS4. CALENDAR5. BUDGET6. EVALUATION2.1.3. Keep it simple and shortTips 4,5,6 from the list of tips in the introduction mean that you cannot put all the text on a slideand then just read it. During the presentation you are supposed to be talking to the audience, notto the screen. The audience is supposed to be listening to the speaker, not to be reading the slide.People just on’t manage to do both.221Many presenters find it challenging to make short catchy titles and notes.
It takes time and effortto learn to do so. To produce simple clear notes that would show your ideas to their best, followthe 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 themethod in detail. Imagine you are writing an article.4. Shorten the paragraphs. Turn them into short sentences in the SUBJECT-VERBOBJECT structure. Have one sentence per slide. Use verbs in active tense (never use thepassive 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 thetitles?7. Read the notes aloud. Do they sound in a memorable way? For instance, phrases with arhythm 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 youwrote 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.SAMPLES STUDY.Look at the following samples. The slides come from three different presentations.
What iswrong with the slides apart from grammar mistakes? What would you do to improve the slides?Project realisationThe pilot project is planned to be conducted inSt.-PetersburgIt is calculated for 8 months (from March toOctober next year)The project includes the opening of 8 receptionpoints for plastic bottlesThanks to the communication campaign, peoplewill bring plastic bottles to reception points,instead of leaving them in the city streets, parksand forests2.Main aim of my PR-campaign• The main aim ofmy PR- campaignis to saveYuntolovskyreserve and to givepeople rights forclear environment32223.The purpose of the work isattraction of attention of the public to aproblem of pollution of an atmosphere.Sample analysis answersSlide 1.
1. The title has long words. It is not instantly obvious what the speaker is going to talkabout. The strategy? The message? The tactics? 2. There is a passive structure in the first and thesecond points. 3. The calendar goes before the actions. It could be put on a separate slide afterthis one. 4. What is the fourth point? Is it an objective? Is it an action? This point is long andunclear.
The structure is too complicated.Slide 2. 1. The ords “the main aim of my PR campaign” are repeated in the te t. 2. The secondhalf of the sentence about giving people certain rights is inappropriate here. 3. This is ratherstrange to see a list that contains only one point.Slide 3. 1. Ho many ords “of” are there? 2. A slide stating the aim should have one word inthe title, hich is “AIM”. 3. Do we really need that picture on the slide?2.2.
The language of presentationsIn Part 2.1. we looked at the basics of slides design. This part offers a range ofexpressions which will enable you to comment on the slides with directness, clarity andnaturalness. Developing presentation skills means learning to choose the most appropriate wordsand phrases that communicate your ideas in the most effective and persuasive way. A goodpresenter is supposed to be able to support his point with relevant arguments and facts, to explainthe pluses and minuses of a suggested solution, to outline the outcomes of an action.
He or she isalso expected to describe and interpret diagrams, attract the listeners’ attention to certain facts, tomove smoothly from one part to another. All these abilities are based, in the first place, on theknowledge of key expressions which convey certain stereotyped meanings and intentions (orlanguage 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 andmeaning.
Each point begins with a key phrase. Possible options to continue some of them aregiven in brackets.2.2.1. Introducing yourselfIf you haven’t been introduced to the audience, the first thing you have to do is tointroduce yourself, the organization you represent and the topic of your presentation. Thisinformation should be on the title slide. Good morning (afternoon), ladies and gentlemen. (aformal greeting)I’m …..I’ll be talking about …223I’m here to present a PR (communication) campaign that concerns …2.2.2. Presenting the agendaYou 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 ….I’ll also go over ( the strategy of) ……Then I’d like to explain …Next, I’ll consider …I will also talk about …Finally, …2.2.3.
Changing slidesOn 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. Introducing the research resultsAccording 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….2.2.5. Explaining the visualsThis 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).224If you use a picture or a diagram, you might need to explain what each element represents.In the chart below there are some phrases to explain a table.In the top ro →In the left column ↓In the bottom ro →Across the top →In the middle ↓In the right column ↓In the last cellNo let’s look at the phrases to describe trends sho n by graphs.…has risen/increased(sharply/steadily/sufficiently/dramatically/slightly).There has been a/an (slight/sharp/steady/sufficient) increase/rise……… 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).2252.2.6.
Summarizing the research resultsTo 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 ……….2.2.7. 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.2.2.8. 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 ……….2.2.9. Stating the aim, formulating the objectivesThe 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, ……….2262.2.10. Moving from the aim to the strategyA strategy is how, in concept, an objective is to be achieved, providing guidelines and themes forthe overall program.
It also defines the ideas, information and messages the public should bemade 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.2.2.11. Outlining the tacticsAs you know, tactics is a list of concrete measures or steps to put the strategy into operation. Itshapes 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 ….2.2.12. Identifying the target audienceHere are the groups of public we need to reach.I’ve put the key publics on the slide.2.2.13. Suggesting the communication channelsI’ve listed the communication channels to reach the audience.I suggest using the following channels.2.2.14. Talking about the pluses and minusesThe 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 ….
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