Chapter 12 Terms

What is an example of the either-or fallacy?

"If we are going to complete the building in December, we need to break ground this week."

Presenters who want to use ethical persuasion should ask themselves whether they

(1) would feel comfortable if he or she were the recipient of the message instead of its sender and (2) whether the recipient feels truly free to make a choice

anchor

A listener's preexisting position on an issue being advocated.

press (news) conference

A meeting organized with the purpose of sharing important information about an organization with the media and giving journalists an opportunity to ask questions.

webinar

A presentation, lecture, workshop, or seminar that is transmitted over the Web with limited audience interaction.

motivational speech

A speech aimed primarily at generating enthusiasm for the topic being presented.

goodwill speech

A speech with the primary aim of creating a favorable image of the speaker's cause in the minds of the audience.

sales presentation

A type of presentation aimed at persuading others to purchase a product or service.

award presentation

A type of presentation in which the speaker describes an award and explains the reasons the recipient is receiving it.

proposal

A type of presentation that advocates for a particular position or action.

feasibility report

A type of presentation that evaluates potential action steps and makes recommendations about how to proceed.

speech of introduction

A type of presentation that prepares the audience to listen to another speaker by emphasizing the upcoming speaker's qualifications or importance of the topic.

welcoming remarks

A type of special-occasion presentation in which the speaker welcomes an individual or group, indicating the significance of the visit and setting the tone for the occasion.

tribute

A type of special-occasion presentation that honors a person's or group's achievements or characteristics.

toast

A type of tribute that expresses appreciation and/or honors the accomplishments of an individual or a group.

Characteristics of Sales Presentations

Aim to Persuade others to buy the speaker's product or service Establish client relationships Put clients' needs first Listen to clients Emphasize benefits, not features Use an effective closing strategy

fallacy

An error in the logic of an argument.

report

An informative presentation that describes the state of an operation.

briefing

An informative presentation that succinctly informs listeners about a specific task at hand.

training

An informative presentation that teaches listeners how to perform a task.

benefits

As used in a sales presentation, advantages the target audience will gain from the features of a product or service.

An advertisement that says consumers must buy a product because it is the most popular in its category is using

Bandwagon appeal

Designing a training program

Define the training goal (No vagueness) Develop a schedule and a list of resources Involve the audience Organize your presentation Avoid Jargon and Link the Familiar to the Unfamiliar

What do clients want to hear most during a sales presentation?

How to solve their problems

What is an example of the reduction to the absurd fallacy (reductio ad absurdum)?

If you buy a foreign car, you are killing off the last American auto factories

Briefings, reports, and training sessions are examples of

Informative presentations

Characteristics of final reports

Introduce the report. Provide necessary background. Describe what happened. Describe the results. Tell listeners how to get more information

Characteristics of feasibility reports

Introduction Criteria Methodology Possible Solutions Evaluation of Solutions Recommendations Conclusion

What is the problem behind the False Cause fallacy?

Just because two events occur in sequence does not mean one caused the other.

Characteristics of Briefings

Length (2-3 min) Organization Content (No complex arguments; Summarizing positions) (Simple) Presentation aids Language and delivery (informal in nature so they can be controversial)

Delivering a training program

Link the topic to the audience Start with the overall picture Emphasize the organization of your material Cover only necessary info

As a speaker, you should do what to help the audience pay attention during a group presentation?

Look at team members when they are speaking Look at the audience when you are speaking

How to Emphasize the organization of your material

Number items Use signposts Use interjections Use repetition and redundancy Add internal summaries and previews

How much detail should a speaker give the audience in a training session?

Only what the listeners need to know for their own purposes

features

Qualities of a product or service that make it desirable and distinguish it from the competition.

final report

Report delivered upon completion of an undertaking.

Characteristics of status reports

Review the project's purpose. State the current status of the project. Identify any obstacles you have encountered and attempts you have made to overcome those obstacles. Describe your next milestone. Forecast the future of the project

How do sales presentations differ from conversations with a salesperson in a retail store

Sales presentations are planned in advance

What should a salesperson focus on when making a needs appeal?

Several different needs the prospective buyer has in order to cover various bases.

Investigative reports

Speakers deeply investigate a single topic of interest Was a customer's complaint justified? Why has our overhead increased 15 percent in the last year? Is there gender bias in our hiring and promotions?

persuasion

The act of motivating an audience, through communication, to voluntarily change a particular belief, attitude, or behavior.

status report

The most common type of informative presentation; sometimes called a progress report.

credibility

The persuasive force that comes from the audience's belief in and respect for the speaker.

latitude of noncommitment

The range of positions or arguments a person neither accepts nor rejects.

latitude of rejection

The range of positions or arguments a person opposes.

latitude of acceptance

The range of positions or arguments a person would accept with little or no persuasion.

A salesperson developing the close of a sales presentation should have what as the primary goal?

The salesperson should think about developing a long-term relationship

coercion

The use of force and/or threats of punishment to influence an audience.

Characteristics of Informative presentations

Their purpose is to relay information about a useful, unique, or interesting topic. Must be well researched and organized, Relevant examples are used to persuade and enhance main points.

How can you boost credibility?

Use statistics, latest research, quotes, etc. Make your credentials known (Awards, degrees, experience) Speak clearly and confidently Cite impartial third parties Find similarities and be sincere

manipulation

Using deception to trick the other party into thinking or acting in the desired way.

The most realistic goal for a persuasive presentation is to expand the audience's latitude of

acceptance

Credibility is especially helpful when the

audience has little time to evaluate evidence and logic

Ethical persuasion strategies encourages

communicators to feel good about themselves through honest communication and logical arguments

What method of organization is used when a speaker describes several possible courses of action and then explains in detail why one is best?

comparative advantages

Audiences are more likely to trust impartial speakers because

impartial speakers do not benefit from what they propose

A speaker is most likely to use a deferred thesis when the audience

is hostile to the idea

When making a persuasive presentation, it is important for speakers to focus appeals towards the

key decision makers

Well-informed listeners, even if they have not made up their minds about an issue, will find a one-sided appeal

less persuasive than a presentation that considers the opposing arguments.

Audiences are more likely to be persuaded by speakers who

share their attitudes and behaviors

The best way to give the audience an idea of what to expect from a training session is to

state the main idea and highlights of the message at the beginning

A typical response to coercion is

stubborn resistance

the Criteria Satisfaction method is most helpful when

the audience is unlikely to think of alternative plans

If the speaker's manipulative behavior is later detected,

the audience may feel betrayed. Often a boomerang effect occurs and the audience changes their attitude to the opposite of what was urged.

the best way to decide how to present a report to a group is to refer to

the conventions of the organization

To demonstrate that its conclusions are sound, a feasibility report should describe

the criteria and methodology employed

The problem-solution method is the most reliable approach for training because

the listeners will pay more attention if they expect a solution to a problem they are experiencing.

the most straightforward approach for a proposal presentation is

the problem-solution approach Introduce the problem (No jargon, Analyze, Highlight ethical dimensions, provide consequences) Provide a solution with supporting evidence (describe positive consequences, show avoidance, ethics, address feasibility)

When deciding to organize a persuasive presentation, it is important to consider

the topic and the audience's attitude towards the topic

If the audience does not believe you are trustworthy and audience,

then your credentials and knowledge will mean nothing to them

If you do not mention arguments already on the audience's mind

they may consider you uninformed

There are two types of technical reports:

those given to technical audiences (colleagues in your workplace or at technical conferences) and those given to nontechnical audiences (clients and customers with varying levels of expertise or officials in charge of money or decision making who do not share your level of mastery).

Why is it important to discuss opposing arguments when making a presentation to a hostile audience?

to show that you are informed about all sides of the issue

When dealing with a crucial topic, persuasion often takes place in a

verbal presentation. Most people would rather have an idea explained to them than read about it.

To increase audience interest in a topic, trainers can point out how the information

will lead to payoffs for the audience