2 management - School of International Business and ...

Günter Lehmann
1 DESCRIPTION
1.1 WHY? WHAT? HOW?
The term »presentation« can be linked to at least three terms
– »Present« – a gift,
– »Present« – the here and now
– »Presence« – to be present.
Thus one can suggest that the requirement for a presentation is to give the audience a program,
a recommendation or a result, like a gift. In the scientific communication process, the author can
come into direct contact with his audience, who can discuss and argue directly with him, and the
author can learn almost immediately whether he has reached his goal or what needs to be done
in order to reach it. Questions can be answered, problems discussed and misunderstandings can
also be explained. Last but not least, the author receives technical and methodological informa-
tion for his scientific work, as well as recommended contacts for his further work.
The first description of the presentation can be answered by asking the three questions -- WHY?
WHAT? and HOW?
1. Why is this being presented?
This is a question about the goal of the presentation. The answer is: I am presenting in order to
be more effective than a speech or text would be
– in order to report on the results of work, or
– convince the audience of the contents of my thesis
– to derive practical implementation of my recommendations
– to get advice for my further work.
2. What is presented?
Now I will be asked about the contents of the presentation which should be used to achieve the
respective goals, for example
– the thesis,
– the project study work
– the concept for use,
– the results of analysis.
3. How is it presented?
This is the question of the methods and organization of the presentation. A first answer is: The
presentation is made in collaboration with the public, in particular through
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