【正文】 timately tactics which should be used. As a rule of thumb for an average presentation, no less than 1 hour should be spent in preparation for 5 minutes of talking. The preparation of a presentation should include the following aspects: Analysis of the Occasion Considering Context Considering the elements of munication, we can understand any presentation will be made in some context, or to be more exact, on a certain occasion. The nature of the occasion will obviously have a great bearing on our speech. The occasion will dictate not only the content of our speech, but also the duration, the tone, and the expectations of our audience. For example, delivering a presentation at a regular meeting of project directors is different from briefing to other people in our team about what we39。ve been doing. Making a presentation at a pany piic is different from delivering a presentation at the annual meeting of a professional society whose focus is on current issues in a discipline. Humor may be inappropriate during a business presentation, while it may be wele when the speaker “roasts” the top sales person during an afterdinner speech. Thus, knowing the occasion is as important as knowing our audience and our purpose. In many cases, occasion will be inextricably bound up with the question of audience attitude and the way we shape our purpose. Audience attitude frequently results from situational problems or current issues within the organization, and what we can or should say in our presentation, and the content we choose to present may be dictated by the context surrounding our presentation and the perspective dominating our audience. Usually, there are the following specific presentation situations in a business setting: Sales Probably the single largest category of presentations is the sales scenario. In the business world, we are most often selling our products, services, or ideas. The two essentials for success in a sales presentation are knowing and understanding your audience, and building rapport. Training In training sessions, presenters teach participants a variety of skills including sales techniques, time management, stress reduction, negotiation, leadership, and so on. In many business situations, training is a captive situation in which the audience has no choice but to participate. In order to reach the audience, the presenter must make a connection and build rapport, just as in a sales situation. Entertainment This type of presentation is often designed to serve more than one purpose. It may be planned to inform, build a positive image, and create goodwill. For example, an afterdinner talk at a pany gathering may focus on sales results, but may also be designed to acclaim top salesmen. Image Building Image building is a something of a catchall category because it covers so much ground. These presentations can be at once informative, entertaining, certainly goodwill oriented, and, of course, persuasive. Often in the realm of public relations and marketing professionals, an imagebuilding presentation strive to position a pany, an organization, or an individual as a leader in an industry or field, as an expert on a certain subject, as a goodguy, or as a good neighbor. In the end, however, most imagebuilding work is tied to some kind of sales effortwhether it39。s selling a product, a service, a person, or a concept. A chemical pany may send one of its scientists to make a presentation to the chemistry class of a nearby high school on the positive role chemicals play in our daily lives. This helps the pany shape an image of a good neighbor and works toward alleviating negative impressions that could affect sales. For example, the mention of the negative effect of pesticide on environment may more or less prevent some people from buying it. But if the scientists deliberately focus on its benefit to crops, they may change their mind and have a try. Usually, such a visit is one of the extensive public relations strategies employed by panies to create publicity. A doll manufacturer may address a national parenting organization on the positive role the models for girls can play in building the image of caring and responsibility. Here again the PR folks will be busy sending out press releases and trying to set up interview opportunities linked to the presentation.Interviews When a pany spokesperson appears on a radio or television talk show or is interviewed for a magazine or newspaper article, that person is making a presentation. A job interview is yet another presentation form, one where the presenter should make an effort to identify her immediate audience (the interviewers), but also take great pains to know as much as possible about the larger audience (the pany). Adaptation to the Audience Considering Receiver Whatever the occasion, our speech must always be targeted at our audience. Just as we can see from the munication process, when the voice of the speaker reaches his audience, who will most probably interpret his message differently, so that the speech brings forth a variety of feedback, positive or negative, verbally or nonverbally.“ Meanings are in people, not in words. People, being different, will interpret stimuli in different ways, unless there is a mon or shared experience that provides an overlap of meaning. The availability or access of persons to each other is essential for meaningful munication. The more available our thoughts, experiences, and feelings are to others, the greater the likelihood that they will understand our messages. The responses that develop in munication events e from the physical environment, the psychological environment, and the physiological environment.”[5] John W. Keltner, “Interpersonal Speech Communication: Elements and Structure”, Wadsworth Publishing Company, Inc., USA,1970, p87[5]Therefore, it’s of importance for us