6. Language.

• Simplicity. Use short words and sentences that you are comfortable with. There is no benefit in using difficult language. Keep your language simple and clear.

• Clarity. Active verbs and concrete words are much clearer and easier to understand than passive verbs and abstract concepts.

• Signposting is a certain language, which is used in a structure to help guide a listener through the presentation. Typical signposts are: So, Right then, Let’s start; To conclude, I’d just like to go back to… Indicate when you’ve completed one point or section in your presentation and are moving on to the next. Indicate how many points you have to make, and when the end of your speech is approaching.

• Rhetorical techniques. Use repetitions, metaphors, tripling, alliteration etc.

7. Dealing with questions. Do not be afraid of questions from the audience. It is civilized practice to ask them. Pay attention to the speaker when he/she is asking the question. Answer questions loudly, clearly, and succinctly. All questions should be handled with respect and courtesy. Questions should always be answered one at a time. Some really difficult questions may have to be researched and answered at a later date.

8. To end your presentation, summarize your main points in the same way as you normally do in the CONCLUSION of a written paper. End your presentation with an interesting remark or an appropriate punch line. Leave your listeners with a positive impression and a sense of completion. Thank your audience and sit down.

6. Public Communication in different cultures

It is important to study the public speaking style of each culture. Speaking styles that may be effective at home may spell disaster abroad.

Many cultures, particularly in non-Western nations, have been called “high-context communication societies.” In these societies, the meaning of the spoken word is sometimes implicit. The message is likely to be understood from physical context, non-verbal cues, or the social status and credibility of the speaker. Statements may not be explicit and categorical. Spoken words may not have literal meaning. There is a tendency to use metaphors and aphorisms.

On the contrary, North Americans emphasize the spoken word, and the message is usually clearly articulated through words. Ambiguity is avoided and the communication is explicit. For the most part, spoken words have literal meaning. In North America, communicators often are told to get to the point and not beat around the bush. Such cultures are called low-context societies.

To most Western corporate communicators, business and religion may be seen to be mutually exclusive. In the United States, people tend to separate religion from other aspects of life. In a serious business negotiation or other interaction, some societies, such as many Arab and African ones, may start and end the transaction by seeking God’s will, guidance and protection.

Sometimes a speaker can unwillingly generate hostility in an audience by making a cultural faux pas. When making a presentation, pointing with the index finger to emphasize a remark is considered acceptable by most Westerners. However, many Asian cultures consider this rude, and prefer gestures of indication to be made with the whole hand.