10-1
Case Studies
Communication Situation: Computer-generated slides enhance presentations when used correctly.
However, audiences often complain that too many speakers annoy the audience by misusing slides
during presentations. Chapter 10 focuses on what you should do to create effective computergenerated slides. Add to your knowledge by learning what annoys audiences about presentations that
incorporate computer-generated slides.
Task: Use online and print resources to learn what audiences find annoying about computer-generated
slides such as PowerPoint. Prepare your findings to be projected in class in a format assigned by your
instructor. Choose an informative, attention-getting title and at least one relevant image.
10-2
Case Studies
Communication Situation: Visual appeal (color and special effects) is important for web sites,
especially on the opening page. What appeals or does not appeal to you?
Task: Visit two web sites that include at least one visual on the homepage. Print a copy of each
homepage. While you are viewing the site, make notes on the hard copy about your perceptions and
impressions. Address these elements: color, special effects, relevance of visuals, and overall appeal.
Be prepared to discuss your findings.
10-3
Case Studies
Communication Situation: You need practice determining what type of table or chart best represents
data.
Task: Choose two situations from those listed below. Provide details for each situation and prepare an
appropriate visual to represent the details clearly and concisely. Title and label the visual. If necessary,
review the information about tables and charts in the chapter. Prepare the visual in a format directed
by your instructor.
 Line chart or multiple bar chart to show average temperatures for three cities over a fourmonth period
 Line chart to show the average monthly price of one stock for a 12-month period
 Pie chart to show how you spent one month’s income
 Table to show the enrollments at your school for each division or department for a five-year
period
 Chart or table representing data of your choice
10-4
Case Studies
Communication Situation: You learned about some aspects of business-related culture in India when
you completed Exercise 10-5. You have decided to share that information with your classmates.
Task: Review your notes from Exercise 10-5 and read additional related articles. Select one aspect of
the business culture in India, such as the influence of concepts and values in the business environment,
Indian business etiquette, or the development of working relationships. Prepare a maximum of eight
slides to present your findings. The slides should include at least one relevant image and two
purposeful special effects.
10-5
Case Studies
Communication Situation: Developing your knowledge about communicating with international
audiences will enable you to prepare speeches and visuals with greater confidence.
Task: Access Lisa Heitzman’s article “Ethical Implications of Intercultural Audiences” at
http://orange.eserver.org/issues/6-4/heitzman.html. Read the article thoroughly; note important points.
Create an outline of the contents (major points and a few subpoints).
10-6
Case Studies
Communication Situation: Controlling nervousness and anxiety during presentations is an important
factor when delivering an effective message.
Task: Prepare a brief, informative guide for your classmates. Add at least one appropriate image.
Follow the guidelines in the chapter to create an effective visual in the format assigned by your
instructor.
10-7
Case Studies
Communication Situation: You would like to know what makes some speeches memorable, so you
have decided to analyze an existing speech. Visit one of the following web sites for transcripts of
historic speeches (some sites offer audio and video clips) or search elsewhere. Transcripts of speeches
also are available in print in various library references.
 http://www.historyplace.com/speeches/previous.htm
 http://www.edchange.org/multicultural/sites/hisspeeches.html
 http://www.americanrhetoric.com/top100speechesall.html
Task: Print the transcript of the speech. Annotate the copy with the following information:
 Identify the introduction, body, and conclusion of the speech. Comment on whether each part
accomplishes its goal; that is, attracts attention in the introduction, maintains your attention in
the text, and leaves you with a memorable ending.
 Explain how the information is sequenced.
 Identify the main point. Explain whether the subpoints support the main points.
 Would the speech be enhanced with visuals? If so, explain content and position.
 Write a paragraph or two briefly explaining why you think the speech is considered
memorable.
10-8
Case Studies
Communication Situation: Use the information gathered in Exercise 10-9 or research other
information about communicating in a business environment. Prepare a presentation as directed by
your instructor. Follow these steps:
1. Prepare an outline based on the information you gathered.
2. Incorporate the appropriate strategy and prepare a draft transcript of the presentation.
3. Edit and revise as much as necessary to complete the message.
4. Decide where to add visuals.
5. Prepare note cards, a detailed outline, or a list of bulleted points to use during the presentation.
Note location of visuals.
6. Create the visuals.
7. Practice your presentation for extemporaneous delivery.
8. Deliver the presentation.
10-9
Case Studies
Ethics in Action—Discussion Generator
Directions: Read this case. Use the space provided to write your responses to the “Questions for
Thought and Discussion.” For assistance in resolving ethical problems, refer to the “Framework for
Making Ethical Decisions” available online at http://www.thomsonedu.com/bcomm/brantley.
Case: Your employer, Data Services Incorporated (DSI), had its annual corporate picnic a few weeks
ago. All employees were encouraged to attend with their families. To your surprise, only a handful of
employees attended. Many employees did not attend in protest of management’s decision to forgo
employee raises this year.
Yesterday you were surfing DSI’s web site and came across a story about the picnic. The story told
where and when the event was held but did not say how many people attended. Several pictures were
posted, but many more people appeared in the pictures than were at the picnic. No one looked
familiar. The park didn’t look familiar either.
You called the company’s webmaster, John Cale, and asked whether he had mistakenly posted the
wrong pictures. John responded, “No, I didn’t make a mistake. Hardly anybody showed up for the
picnic. I didn’t want the picnic to look like a flop. The company can’t afford any more bad press. I
plugged in pictures of my last family reunion, so the picnic looked like a great success.”
QUESTIONS FOR THOUGHT AND DISCUSSION
1. What ethical issues or questions do you see in this case?
2. What are your options? What could you do to try to resolve the situation?
3. What should you do? Why?