The article “Business is Show Business: Management Presentations as Performance” written by Brigitte Biehl-Missal is the result of a study done by the author from 2003 to 2009 of annual general meetings (AGM), press conferences and analyst meetings. The purpose of this study was to compare and contrast these types of organizational meetings/communications with the theatre and to understand more about how all of the elements that go into a meeting impact the final results and participants perception of the meeting. Important to note is how theatre techniques are used in performance situations to create experiences because “…aesthetic techniques increasingly are employed in organizations for controlling and influencing employee behaviors and external audiences.” At these major corporate functions, what could be considered unimportant details by some (lighting, colors, stage presence, and proximity to name a few) could influence the outcome of the meeting and help to determine whether the audience hears the intended message or takes away a completely different experience.
This “theatre theory” discussed by Biehl-Missal focuses on elements that are typically thought to be part of dramatic activities such as scenography, lighting system and music, clothing, style of performing, and rhetoric. The article discusses how at AGMs, management can use a white spotlight on the speaker to give the impression of truth or trustworthiness. In contrast, management could cast the audience in darkness or very subdued lighting to make it difficult to take notes, see other shareholders or find the microphones to ask challenging questions. These approaches are all part of the process of communicating with shareholders. Another way that theatre theory can be applied to AGMs is through scenography such as stage properties and/or stage design. For stage properties, Biehl-Missal noted that in all cases of AGMs in the survey, “managers sit at least 1 meter above ground level, and may even be protected by a steep podium.” This height advantage relays to the audience that the executives are powerful (much like royalty) and have the authority over the crowd. Proximity of the crowd to the speaker can also have a significant influence on the crowd’s attitude and willingness to be supportive of the Company’s initiatives. The more appealing the presentation becomes, the more likely that the masses will be engaged and happy with the outcome.
Review of data in the study also shows that eye contact between the speaker and the audience is of critical importance. In the study, German managers did a poor job of maintaining eye contact which is determined to diminish the impact of the speech and also causes uncertainty about how convincing the speaker really is. I would agree that maintaining eye contact is important and typically sends a strong message about the speaker. If a person won’t look you in the eye when they talk to you, it gives the impression that they are not being truthful or they have some reason to be evasive. I have given speeches for college classes before and have sat through many speeches by others in class. When a student or professor doesn’t look you in the eye while talking, it does not inspire confidence. In the textbook it describes eye contact as kinesics (O’Rourke IV, 2013, pg.256). The book also defines eye contact in our culture as sense of honesty and integrity and when people look away it is to be assumed that they are ashamed or untruthful. Eye contact is an indicator of interest, attention, or involvement between two people, which makes it more personal.
The article talks about face-work describing “more defensive efforts to justify seemingly negative developments.” If the speaker can elicit cheers or applause from their audience, it can go a long way towards the general belief that the presentation was successful. Rarely would someone leave a presentation where the audience was smiling, clapping and happy and think that it was not a good presentation. On the other hand, if the speaker were very monotone and boring, then the audience would most likely only cheer once the presentation had ended. Another way to consider face-work in a presentation is by considering how much time is spent on certain topics within the presentation. By using appropriate gestures or humor, the speaker can try to get the audience on their side which would make the audience more likely to respond in a positive fashion.
It is important for a communicator to present, but it is also important for the presenter to make sure they influence the audience positively for the purpose of the presentation. One way a presenter can positively influence his or her audience is to use appropriate gestures. Public speaking studies have shown that people react positively to speaking styles they receive as positive (O’Rourke IV, 2013, pg. 93). A presenter should be honest, exciting, organized, inspiring, and creative to make people want to listen. Using a sense of humor where it may be appropriate (O’Rourke IV, 2013, pg. 107) when presenting can be suitable, unless you are not funny.

O’Rourke, J. S. (2013). Management Communication: A Case-Analysis Approach, 5th ed. Pearson Prentice Hall