Preparing and Delivering Powerful Presentations The African Way

By Ruth Okaniorkor

As the old saying goes, “Tell me the facts, and I’ll learn. Tell me the truth, and I’ll believe. But tell me a story, and it will live in my heart forever”. Anytime I stand before an audience to deliver any kind of presentation, I can't help but notice how this ancient proverb is reflected in the focus and attention I get from my audience. People lean forward; others give gentle nods, raising their eyebrows; some smile or have random giggles; and, in some cases, burst out with laughter. To crown it all, I get a standing ovation with a round of applause. Young and old professionals alike surround me with questions about the presentation and itchy ears to learn more. The secret simply lies in my origin as an African. 

Effective communication is crucial in diverse settings, be it addressing colleagues, stakeholders, the media, or a community gathering. In African contexts, cultural nuances and contextual factors necessitate a unique approach. Recognizing the audience's roots in oral cultures, where stories are integral to conveying history, values, moral lessons, and entertainment, is essential. Africans consistently appreciate good stories and storytellers during presentations.

Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener's imagination.

A good message delivered through storytelling must be well-researched to enable a free flow of context in your message. It should have an engaging and hooking introduction, major points, and an active summary or conclusion.

Knowing your audience at this point is an ideal situation to help you prepare tailor-made content to resonate with their experiences, aspirations, and perspectives. Unfortunately, the former may not always be the case; therefore, it is important to use simple language for easy comprehension. 

Cultural Elements in African Presentations

 A number of unique cultural aspects play a significant role in African presentations. Aspects like proverbs, music, dance, and traditional attire, when integrated into presentations, engage the audience and convey messages effectively. Visual aids like vibrant images that reflect the local environment and culture, coupled with interactive elements in one's presentation, enhance engagement and help your audience connect your content to reality. Typical African presentations should be woven into relatable stories, anecdotes, and case studies to make the message memorable and foster a sense of shared understanding.

According to neuroscientists, the human brain is wired to seek out patterns and make predictions based on past experiences. This ability, known as predictive processing, allows the brain to process information quickly and efficiently and make decisions. This means that storytelling has the ability to create a powerful emotional connection between a storyteller and an audience; hence, while explaining your main points, use imagery and symbolism to help the audience picture your words in their mind’s eye. It is worthy of note that “The brain doesn’t pay attention to boring things.” - John Medina.

Delivering the speech with confidence

When the speech is ready, delivery will account for the impact on your audience because people hardly remember what a speaker says. They remember how the speaker made them feel with words. Prof. Albert Mehrabian of the University of California in Los Angeles suggests that “effective presentations are 38% your voice, 55% non-verbal communication, and only 7% your content”. 

African presentations highlight community engagement and collaboration; hence, getting the audience involved, creating unity, and encouraging two-way communication is important. Begin with questions to understand the audience's mood and interests. Avoid fidgeting, use gadgets appropriately, and ensure the visibility of slides. Show respect and courtesy by addressing the audience with appropriate titles and salutations, and be attentive to non-verbal cues.

Furthermore, gauge the audience’s mood and adjust your tone accordingly. Speakers connect emotionally with their audiences through eye contact, facial expressions, and tone of voice. Effectively manage your time by shortening your story to 10% of the allocated time, ensuring sustained audience interest, and allowing for reflection. Additionally, you determine when the questions are going out of context and politely draw back your audience.

In the heart of Africa, where cultures intersect, and stories intertwine, the art of presenting is a dance, a celebration, and a bridge to a brighter future. A brand that excels at such performance is Newmark Group Ltd. This renowned Pan-African Integrated Marketing Communications firm takes pride in its excellence in executive coaching sessions, webinars, and masterclasses to ensure its clients deliver impactful presentations at all times.

As the old African proverb says, “He who talks forgets what he said, but he who listens can't forget".  Remember that the true magic of powerful presentations lies not just in words but in the profound connections we forge, transcending the boundaries of culture and creed.

About Author

Ruth Okaniorkor is a PR and brand communication specialist with over 8 years of experience in PR, events management, and marketing communications. 

She is a former journalist with over 5 years of media experience in broadcast and print journalism and has practiced as a business news anchor and reporter for Joy FM under the Multimedia Group Ltd.