Abstract
Audience analysis is an important component in the communication process and, arguably, may be the most crucial. Darlene Price begins her work, Well Said! Presentations and Conversations That Get Results, by being a refreshing advocate for audience analysis. She continues to reinforce the significance of this topic throughout all three chapters that comprise, “Section One: Laying the Groundwork for Getting Results.” This well-developed segment of the book includes a discussion of the central, “Four Ps of Persuasion: Profit, Pleasure, Power and Prestige.” In planning one’s message, the author advises presenters that each of these four “key payoffs” helps motivate their audience. For example, Price states, “Profit is a primary motivator for most decision makers” and that “profits are to a business what oil is to an engine, the driving force behind successful operation” (p. 18).
A presenter would be wise to emphasize how a decision maker could work more efficiently, leading to increased downtime to pursue more pleasurable activities or projects. The author purports that power links directly to a decision maker’s need to control resources and mitigate risks in his/her environment. Additionally, prestige employs internal and external recognition of the decision maker or company itself. All four Ps are crucial to crafting a persuasive message that reaches and convinces the audience that the presenter’s idea, recommendation, or service is the best choice.
Price includes a few brief paragraphs on the importance of Aristotle’s three modes of persuasion, ethos, pathos, and logos, and suggests that all three need to be employed during a presentation. By combining both emotion and logic, “we appeal to our decision maker’s head and heart and significantly increase our chances of getting the result we want” (p.25). In Section One, Price hits the ground running in her assessment that audience analysis is crucial to conveying one’s message.
Section Two delineates how to develop presentation content that engages the audience. Beginning, middle, and end are discussed, but with an additional push that includes adult learning styles, 20 ways to engage an audience, and the power of storytelling. Price rounds out this section by giving a thorough overview of PowerPoint presentations based on her observations that span two decades. If a revision of this book is ever released, notes on Prezi (or other PowerPoint alternatives) would be a welcome addition.
Price offers extensive tips on delivery techniques in Section Three. She begins with how to control nervousness and includes 10 ways to create a good first impression. Especially important is her emphasis on effective eye communication. Many texts spend little time on the topic of eye contact, but this author goes into great and helpful detail on the subject. She believes that “eye contact is the most important nonverbal tool you have; it is the cement that bonds a speaker with her audience” (p. 98). Price stresses that eye contact is a two-way process: the audience must see your eyes and reciprocate.
She concludes this part of the book with a discussion of various eye contact patterns that presenters unwittingly stumble into and need to sidestep, if they want to be successful in their delivery. Other nonverbals are also mentioned, including facial expressions and gestures, as well a nice section on professional dress and image. Section Three also contains valuable advice for how to use your voice to persuade decision makers through “leveraging the language of leadership.” This topic includes a discussion of “you-focused” language with action verbs and word choices to avoid. Price finishes with a compelling section on how to handle a questions and answers session like a pro. This segment provides a large amount of information but is well organized and offers stories and examples that help the reader easily grasp this content.
In Section Four, Price introduces the four-step process for developing powerful conversations: (a) establish mutual objectives and purpose, (b) express mutual needs and wants, (c) explore new possibilities, and (d) commit to mutual action. The author brings each step to life by sharing clients’ stories. While this part of Section Four is very worthwhile, the discussion about email communication, Webinars, and meeting facilitation that also appears here is interesting, but seems somewhat incongruent with the rest of the volume. Perhaps a summary chapter would have been better in its place.
The beauty of Price’s book is in her overall emphasis on audience analysis and persuasion. These two central themes and her discussion of them makes this work an informative read for business communication students as well as practitioners. The author delivers her accessible and actionable ideas throughout the book by using a combination of practical advice and storytelling techniques. She then solidifies her messages at the end of each chapter with a convenient executive summary. All in all, Darlene Price has written a thoroughly instructive and thoughtful book on the power of communicating in a “well said” manner.