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Perfect phrases for executive presentations Preface xxi 1 Quickly Establish a Link, a Relationship w i t h . Your Audience 3 6 9 2. Speak to and with the Audience: Make Your Speech Interactive 3. Begin Right Away and Make Your Purpose Clear a t the Outset 4. Give Your Speech a Simple and Easily Perceivable Organization Announce the Structure of Your Speech at the Outset Mark Your Transitions 16 Changing from One Perspective to Another 19 15 15 Practice Authenticity Be Clear About theJAudience Value"Youtre Presenting Create a Strong and Memorable Ending 8. If There Will Be a QandA Session After Your Speech 9. General Employee or Management Briefings 35 Begin with a Note of Enthusiasm and Organizational Unity 36 Review the Strategies and Connect Employees' Jobs with the Corporate Plan 36 If Your Organization Is Playing Catch-up 37 IfAppropriate, Congratulate Them for Their Cost-Containment Efforts 37 Note That Continuous Competitive Pressure Is a Given, as Is Continuous Improvement 37 If the Entire Industry Is Struggling, You Can Note That Fact and Make a Motivational Point 38 Note That Productivity Savings Alone Are Not Sufficient to Grow the Bottom Line 38 Show That You Appreciate the Difficulty of Their Jobs and Their Challenges as Managers 38 Articulate the Fundamental Balancing Act of Management 38 Emphasize the Need for Constant Re-examination and Renewal 39 Summarize the Basic Structure of Your Presentation 39 End on an Optimistic and Inspirational Note 40 10. Gatherings of a Particular Management Level or Functional Specialty In Speeches to a Particular Staff Group, Reassure the Audience of Their Value and Bright Future 4 1 If Appropriate, Point Out What an Efficient Organization They Are 41 Make a Suggestion for Ongoing Professional and Personal Growth 4 1 Distinguish Problems from Opportunities 42 Affirm the lmportance of the Function/Profession to the Organization's Success 43 Urge the Audience to Pursue Continuous Self-Development 44 If You're Speaking at a Conference, Urge the Audience to Network, Build Relationships, and Have Fun 44 Urge the Audience to Develop a Tolerancefor Ambiguity and for Multiple Points of View 45 If They're Struggling with a Serious Issue, Assure Them of Senior Management's Support 45 If the Audience Will Be a Significant Help in Implementing the Plans You've Laid Out 46 End by Complimenting the Audience 46 11. Announcing New Strategy, Vision, or Direction (Including Reorganizations and Mergers/Acquisitions) Emphasize the Need to Initiate Change 47 IfAppropriate, Talk in Terms of a Course Correction and Leadership 48 IfAppropriate, Give the Audience Some Sense of the Scope and lmportance of the Changes 48 If the Strategy Is Designed to Retain Customers, Emphasize the lmportance of This Goal 48 Urge the Audience to Become Excited About the Coming Changes 48 Emphasize the lmportance ofAll the Preparation That's Been Done 49 Emphasize Personal Responsibility for the Future 49 Acknowledge the Challenges 49 Emphasize the Timeliness or Boldness of the New Strategy 50 Make a Personal Commitment;Ask the Audience to loin You in It 50 Urge the Audience to Break with the Past; Charge Them with Successful Execution 50 vii Put the Merger/Acquisition in the Context of the Organization'sStrategy 57 12. Urging Support of a Political Action Committee Explain That Much of What the Company Does Is Controlled by Government Policy 52 Note That the Health of the Business Requires a Certain Political/Regulatory Environment 52 Note the Growing Strength of Special-Interest Groups 53 Use a Cost-Savings Analogy to Take a Businesslike Approach to the PAC 53 Explain That a PAC Is a Way to Help Elect Politicians Who Support the Organization's Views: It's a Requirement for Business Success 53 Speak in Terms of Strength in Numbers 54 Make a Statement About Government Intrusion 54 At a Solicitation Meeting, Close the Deal 54 52 13, Visit to a Manufacturing Plant If You Have Operating Experience, Show Your Firsthand Understanding of the Complexity of Manufacturing a Quality Product 55 Express Management Commitment 55 14, Some Possibilities for the Opening If Your Assigned Topic Is Broad or Bland, Try to Take a Fresh Perspective on It 60 If You're Speaking to a Group Whose Profession or Expertise Is Somewhat Different From Your Own 60 If the Locale Has Been "Home" to You in Some Way 6 7 At the End, Thank Them Again for Coming 6 7 If the Organization Is Embarking on a New Program or Project 6 7 59 viii 15. Service or Civic Organization Praise the Audience 62 If You're Speaking at an Anniversary Event or the Organization Is in an Anniversary Year,Congratulate the Audience and Offer Best Wishes 62 ldentify the Challenges That All Companies Face, Regardless of Size 63 ldentify with the Organization's Values 63 If You're Speaking to a Business or Service Group That Has Helped Revitalize the Local Economy 63 Discuss the Wider Social Impact of Business 64 Refer to the Social Obligations of Business 64 16. Business Forum/Local Economic Club 17. Professional/lntellectualForums 18. Commencement Speeches Types of Commencement Speeches 67 Address and Greet Everyone Graciously 69 Compliment the Audience 69 Comment on the Skills That the Graduates Have Acquired 70 Urge Students to Be Creative in Seeking Opportunities for Service 70 Emphasize the importance of Cultivating a Good Reputation Through Doing Good 71 To Lead into an 'Advice to Graduates"Speech 77 TalkAbout How Students Must Build on Their Education 77 Close on an Inspiring, Congratulatory Note 72 9. College or University as an Alumnus or Alumna Praise the lnstitution 74 Comment on Changes Since You Attended and Enduring Qualities 74 If the lnstitution Emphasizes Science, Note the Value of Humanistic Studies 74 74 If the Institution Does Very Well at Preparing Students for Life 75 If You're Receiving an Honorary Degree 75 20. Other Speeches at Academic Institutions 76 Comment on the Benefits of Contact Between Businesses and Academic lnstitutions 76 Comment on the Need for Collaboration Between Businesses and Academic lnstitutions 76 Draw Parallels Between Business and Academia 76 If Your Organization Has a Productive Relationship with the Academic Institution, You May Want to Comment on It 77 At Liberal-Arts Institutions, Consider Discussing the Impact of Liberal-Arts Values on Management 77 Urge the Audience to Cultivate Breadth and Versatility 77 Prepare the Audience for Differences Between Academic and Business Environments 77 Comment on the lmportance of Lifelong Learning 78 21. International Technical/Technological Symposia 22. Conference of Fellow Professionals/Executives Emphasize the Challenges That All Companies Face 80 End on an Encouraging Note About the Conference 80 If You're Closing out the Event 80 79 80 23. Business School Lecture If Your Speech Is Part of a Lecture Series 8 1 If You've Been Invited More Than Once 8 1 If Appropriate, Congratulate the School on Its High Standards or Rating 8 1 If You've Had a Chance to Talk with Students Beforehand 8 7 If You Talk About Your Company,Frame It as a Case Study 82 To Lead into a Speech on Change 82 Emphasize the Skills That Your Organization Needs Business Schools to Provide 82 Emphasize the lmportance of Understanding Customers and Markets 83 Emphasize the Importance of an Executive's Understanding Staff Functions 83 Profess Your Love for Your Industry 83 24. Speeches to CharitableIArts Foundations 85 Express Your Support for the Organization's Vision, Values,or Mission 85 Praise the Organization for Its Effectiveness 85 Congratulate the Organization on Any Recent Significant Accomplishments, Anniversaries, or Milestones 85 Commend the Organization for Translating Ideals into Action 85 If Appropriate, Praise the Audience's Organizational Skills 86 Praise the Organization's Other Positive Qualities 86 If Appropriate, Praise the Organization's Adaptability 87 If the Organization Supports the Performing Arts 87 If the Organization Supports Children 87 Point to the Impact of the Organization's Work 88 If the Organization Supports the Less Fortunate, Express a Personal Perspective 88 If You've Been Asked to Solicit Contributions 88 Close on a Hopeful Note, Possibly Connected to the Organization's Mission or Values 88 25. Trade, Professional, or Industry Association 89 Open by Praising the Organization 89 Open by Mentioning Your Personal Ties to the Organization 89 Mention the Organization You Represent 89 Make a Positive StatementAbout the Communications Opportunity 89 Open with a Reference to Your Assigned Topic 90 If the Organization Has Come a Long Way in a Short Time 90 Emphasize What the Audience Members Have in Common 9 7 Consider Making a Relevant Reference to the Wording of the Invitation 92 UrgeActive Participation in the Conference 92 To Emphasize the Importance of Time and to Create a Sense of Urgency 92 To Lead into Your Agenda of Action Items for the Profession or lndustry 93 Call for lndustry- Wide Entrepreneurship 93 Urge the lndustry to Speak with a Single Voice 93 Emphasize the Importance of Professional Training 93 If Your Speech Has Been Largely About Your Company's Challenges 94 Conclude by Calling for a Commitment to Industry Growth 94 Conclude by Calling for Cooperation Among the Professions and Disciplines in the Organization 94 26. Financial Presentations to Board of Directors or Outside Analysts Begin with a Clear Overview 96 Inject the Human Element 97 If Progress Has Been Slow, Ask for Patience 97 27. Suppliers, Retailers, Clients, Brokers, or Other Business Partners Show Enthusiasm with a Strong Opening 98 Establish a Bond with the Audience by Explaining the Benefits for All 99 Show Appreciation for Customers/Clients/End Users 99 For a Conference That Involves Sports, Consider a Relevant Sports Metaphor 7 00 Create a Link Between Change and Opportunity 700 Ask for Suggestions and Ideas; Make a Connection Between Input and Success 7 00 Ask Your Business Partners to Help You lnnovate 70 7 Praise Them for Having Helped You lnnovate 7 0 7 Emphasize the Value of TrustAcross the Supply Chain 70 7 Urge the Audience to Think Differently About Alliances and Partnerships 702 98 xii If YoulveAskedthe Audience to Do Things 702 In a Speech to Customers/Clients/Retailers/Dealers, Close with a Commitment 703 Close by Praising the Audience 7 03 Close with a Call for Unity 7 03 Close with Good Wishes 7 03 Close with Optimism 703 If You're Speaking Near the Beginning of a Year 703 107 28. Keynote Speeches (Internal or External) Express Appreciation 7 07 Tell How the Keynote Word or Phrase-the ConferenceThemeExcited You 707 Create Excitement and Anticipation for Speakers Who Will Follow You 7 08 In Your Conclusionl Look Forward to the End of the Event 708 If You're Closing the Conference, Give the Audience a Positive Sendoff 7 08 29. Panel Remarks Praise the Moderator and/or Your Fellow Panelists as Equals 709 Consider Ending by Stating What You Hope the Panel Discussion Will Achieve 7 09 30. IPO Announcements Begin with a Formal Announcement (if No One Else Has Done So) 7 70 Briefly Review the Company History, Positioning the /PO as the Next Logical Development 7 70 Thank the People Responsible for Your Success Thus Far Talk About the Positive Reaction from the Financial/ Investment Community 7 7 7 Ik Optimistically About the Future 7 7 7 777 31. Emceeing a Conference ("Continuity") Welcome Everyone and Createa Sense of Excitement and Anticipation 1 12 Praise the Locale 112 Bring on a Speaker or Entertainer 1 72 If You1llBe Returning,Announce That Fact 1 12 Thank a Speaker or Entertainer 1 12 Bring on the Next Presenter 1 13 Announce a Break 1 13 Break for a Meal 1 13 Thank the Person/People Who Made the Conference Possible 1 13 Close Out the Event, with Comments if Appropriate 1 74 112 32. The Annual Meetingbhareholder Speech Welcome Everyone 1 15 IfAppropriate, Thank the Shareholders for Their Support 1 75 Open with an Overview of Your Talk 1 16 Share Credit for the Company's Performance (if Good) 1 16 Consider Closing on a Personal Note 1 16 If Possible, Close on an Optimistic Note 1 17 Consider Closing with a Strong Statement of Your Company's Mission 1 17 Reminder: Wherever Possible, Avoid Jargon and Speak Naturally 1 17 115 33. Speaking to Managers or Other Executives (Internal or External) About Quality or Productivity 118 Note the Quality Expectations of Your Customers or End Users 1 I8 Mention the Connection Between Productivity Savings and Growth 179 Explain How the Organization Can Be Proactive on Quality 1 19 Talk About the llHolistic" Nature of Quality 1 19 xiv 34. lntroducing a New Product or Technology 35. Speaking About lnnovation Distinguish Between lllnventionnand "Innovation" 122 Explain How Technology Creates Wealth 123 Discuss the Broader Social Implications of lnnovation 724 Emphasize That True lnnovation Can Occur Anywhere 124 Show That You Appreciate That Risk-Taking Is Essential to lnnovation 125 If the lnnovation Is a Necessary Response to a Problem, Accentuate the Positive 125 Talk About the Anticipatory Nature of lnnovation 125 Discuss the Importance of an Emphasis on lnnovation and New Ideas 127 Note That You Don't Have to Be an Industry Leader tolnnovate 128 Point out That lnnovation Can Take Many Forms 128 Talk About the Fun/Play Component of lnnovation 128 Urge the Audience Members to Promote lnnovation 129 Close by Charging the Audience with Being Innovative 129 36. Introducing Others If You're Presiding at a Local Business Organization or Economic Forum 133 Enumerate the Person's Strengths and Illustrate Each with an Example 133 If the Person Is Multitalented or Multifaceted 133 Praise the Person's Persistence and Success Orientation 133 TalkAbout the Person as an individual 134 Discuss the Person's Values and Pragmatism 134 Praise the Person's Leadership/Management Skills 134 If the Person Is Genuinely Nice 134 If the Person Has Considerable Practical Experience 134 133 Close by Summarizing the Person's Strengths 135 For a Governmental Official 135 For Someone Whose Work Has Had Broad Impact 135 End the Introduction on a High Note 135 If You're Introducing an Out-of-Town Visitor to a Local Group, You Can End With 136 37. Welcoming Remarks Open with Enthusiasm 137 If the Audience Members Are There Because They've Been Selected 137 If the Event Is Periodic 137 Welcome the Audience 138 To WelcomeRepresentatives or Dignitaries from a Foreign Country 138 If You're Welcoming Them to Any Kind of Reunion 138 End by Welcoming Them Again 139 38. Tributes and Memorials 140 For a Retirement Tribute 140 Praise the Individual's Energy and Capacity for Hard Work 140 Praise the Individual's Courage 14 1 If the Person Is Passionate and Outspoken 14 1 If the Person Is a Proven Motivator 14 1 If the Person Is Known for Clear Values and Solid Principles 142 If Appropriate, Praise the Person's Thirst for Risk and Innovation 142 If the Person Has a Record of Opposing Government Interference 142 If the Person Has a Record of Working with Government to Benefit the organization 143 IfAppropriate, Praise the Person's Devotion to His or Her Family 143 If Appropriate, Praise the Person's Leadership and/or Management Skills 143 Finish by Summarizing the Person's Strengths 144 xvi 39. Awards Presentations 145 745 Welcome the Audience and Tell Them Why They're There If You Can't Be There in Person (and Are Being Videotaped), Apologize 7 45 Consider Starting with a Summary of the Qualities of the Winner(s) 745 If an Award Is for Professional Excellence or Achievement 745 Convey Your Excitement 7 46 If the Winner Has Been Underappreciated or Unappreciated 746 In the Case of Multiple Awards, Express Enthusiasm for Being Among Winners 746 Ifan Award Is for a Competition or Contest 747 Ifan Award Is Named for Someone 747 If Presenting an Award to a Group 747 If the Award Recipients Are Artists 748 If an Award Is Coming from Peers 748 If an Award Is for a Difficult Achievement 748 If an Award Is for Community Service or Some Other Commitment 748 If the Winner(s)Is/Are Eligible for Next Year'sAward 749 IfAppropriate,Discuss the Implications of the WinnerWinners'Accomplishment(s) 749 Finish by Congratulating the Winner(s)Once Again 749 Before Presenting the Award, Consider Briefly Recapping the Winner'sAccomplishment(s) 750 If Your Speech Is to Be Followed by Activities 150 Remarks for Accepting an Award Show Appreciation and Humility 15 1 If You're Receiving an Honorary Doctorate 75 1 IfYoulre Receiving an Award for Your Organization, Share the Credit 752 If You're Receiving an Award for Contriburing to a Cause, Share the Credit 752 nother Possibility: Refocus Attention from Yourself to the Organization 753 IfAppropriate, Share Credit with Your Spouse and/or OtherFamilyMember(s) 753 If You're Receiving an Award for Career Accomplishments 153 If the Award Is Coming from a Group of Your Peers 754 If the Award Is for Community Service 154 Accept and End by Thanking the Awarding Organization Again 754 41. Milestones and Other Dedications Emphasize Immediately That You Recognize the Significanceof the Event 156 Credit and Congratulate the People Who Made the Event Possible 156 Dedicate 156 Finish with Appreciation and Congratulations 156 156 42. ChristmasIHolidayGatherings Draw Parallels Between WorkplaceFamily and Individual Families 157 Talk About the Sensory Experience of Christmas 158 Talk About the General Goodness of the Season 158 Talk About the Holiday Season as a Time of Hope 159 157 43. Audiences Who Do Not Speak English as a First Language Use Familiar Words 7 63 Avoid Ambiguity 764 Use Abstract Words for Abstract Things 165 Avoid Idioms 165 Increase Clarity by Inserting Implied Words 166 Reduce the Complexity Caused by Nominalization 167 Avoid Front-Loaded Sentences 168 Avoid Inverted Sentences and Word Sequences 169 163 xviii 44. Employees CultivateSensitivity to Pronouns 171 If You're New to Your ManagemenVLeadership Position 172 If There Has Been Serious or Disruptive Change 172 Make a Statement About the Unavoidability of Change 173 If Appropriate, Provide Assurance That the Worst Is Over 173 Note the Connection Between Change and Opportunity 173 Note the Connection Between Change and Renewal 174 After Talking About the Organization'sSuccess, Give the Employees Credit 174 Ask for Their Ideas 174 Note That Teamwork and Individuality Are Compatible 175 45. Male Addressing Primarily Female Audience: Gender Sensitivity 176 Gender Sensitivity:Overcompensating 177 46. How to Make Your Speech Sound Conversational and Personal Replace Abstraction with Action 181 Replace Passive with Active Expressions 182 Break up Long Compound Structures 182 Expand Nominalized Sentences in to Full Sentences 183 Use Contractions 183 Personal or Impersonal?How to Choose Your Style 184 181 7. The Most PersuasiveWords in the Language 186 190 193 .How (Not) to Use PowerPoint .ImprovingYour Delivery Tips on Oral Delivery Assess Yourself 196 1 93 The Power of Push 187