Public speaking chapter 15

In order to be credible, you need to be...

1. Competent- be informed, skilled, and knowledgeable in the topic. When you do this, your audience will be more convinced. 2. Trustworthy- don't say, "trust me." The audience will more likely believe you if you speak about your experiences regarding your topic. 3. Dynamic- the speaker's energy during a speech.

Speakers usually establish credibility in 3 ways

1. Initial credibility- the audience's impression of your credibility before you speak(appearance, what they've heard about you, and the number of times they've heard you speak). 2. Derived credibility- the audience's impression of you after you say your message. 3. Terminal credibility- the audience's impression of your credibility after ending your speech.

Improving your credibility

1. Make a good first impression(ex. eye contact). 2. Establish a common ground with the audience(say the values, and concerns of the audience). 3. Use evidence to support key arguments. 4. Present a well-organized message. 5. Deliver the message well. 6. Use strategies to gain, and maintain attention. 7. End with a good impression.

3 general responses the audience might have to you

1. Persuading the Receptive audience- identify with your audience, clearly state your speaking objective, tell your audience what you want them to do, ask them for an immediate show of support, use emotional appeals effectively, and make sure what you're asking them to do is clear, and easy. 2. Persuading the neutral audience- "grab" your audience as early as possible during your speech, say beliefs that many people share, relate it to your audience's family, and friends, and don't overestimate what you can do with a neutral audience. 3. Persuading the unreceptive audience(people who don' t agree with you)- don't say right away that you want to change their minds. Say areas of agreement before areas of disagreement, and don't expect a major shift in their attitudes. Also, acknowledge the points of view that your audience holds, establish credibility, and consider making understanding rather than advocacy your goal.

Organizational patterns for persuasive messages

1. Problem-solution: Present the problem, the the solution. 2. Refutation- anticipate your listeners' key objections to your proposal and then address them(use it when your position is being attacked). 3. Cause and effect- First say the cause, and how it affects the audience. Then, say the effect. 4. Motivated sequence- the 5 step process of organizing a speech: attention, need, satisfaction, visualization, and action.

Tips for using emotion to persuade

1. Use concrete examples to help your audience visualize what you're saying. 3. Use emotion-arousing words. 3. Tell stories with an emotional message. 4. Use Nonverbal Behavior to Communicate Your Emotional Response 5. Use visual image to evoke emotions. 6. Use appropriate metaphors and similes. 7. Use appropriate fear appeals. 8. Consider Using Appeals to Several Emotions. 9. Say a myth(a belief held in common by a group of people and based on their values, cultural heritage, and faith).

Using evidence efficiently

1. Use reluctant testimony- a statement by someone who has reversed his/her position on a given issue. 2. Use new evidence- use recent evidence, and evidence the audience hasn't heard before. 3. Use specific evidence. 4. Use evidence to tell a story. 5. Use evidence appropriate to a diverse audience.

Fallacy

A false reasoning that occurs when someone attempts to persuade without adequate evidence or with arguments that are irrelevant or inappropriate. Types of fallacies: 1. Causal- a faulty cause-and-effect connection between two things. 2. Bandwagon- assuming that just because others believe something means it's true(but in reality, it may, or may not be). 3. Either-or: when a speaker insists there only two solutions to the problem. 4. Hasty generalization- when a speaker reaches the conclusion with very little evidence to back up their speech. 5. Ad hominem- Involves attacking characteristics of the person who is proposing an idea rather than attacking the idea itself. 6. Red herring- Used when someone attacks an issue by using irrelevant facts or arguments as distractions(it is usually used when a speaker wants to distract the audience from real issues). 7. Appeal to misplaced authority- Using the nonexpert testimony of someone who does not have appropriate credentials. 8. Non Sequitur- Using a conclusion that does not logically follow the information presented.

Demagogue

A speaker who attempts to gain power or control over others by using impassioned emotional pleas and appealing to listeners' prejudices.

Causal reasoning

Begins with something known, and ends with a speculation about something unknown occurring, based on what is known. It shows that something is likely, or unlikely, and the goal is to link something known with something unknown.

Inductive reasoning

Begins with specific examples, facts, statistics, and opinions, and ends with a general conclusion. It shows that something is probable, or improbable, and the goal is to reach a general conclusion, or find something new. A generalization an important part of evidence in your speech. Make sure there are enough instances to support the conclusion, they are typical, and recent. It's also good to reason by analogy, or sign(when two things are very similar to one another that the existence of one thing means the other one will happen).

Types of evidence

Facts, example, opinions, and statistics.

3 ways to structure an argument to reach a conclusion

Inductive reasoning, deductive reasoning, and causal reasoning.

Deductive reasoning

Opposite of inductive reasoning, begins with a general statement, and ends with a specific conclusion. It shows that something is true, or false, and the goal is to reach the specific conclusion by showing what is known. Deductive reasoning can be used in the form of a syllogism- organizing the argument into 3 sections: 1. Major premise- Start with the general statement that is the major premise so you can reach the conclusion very well. 2. Minor premise- a more specific statement of an example of the major purpose. 3. Conclusion- Based off of the major, and minor purposes. make sure they're both true, and you have evidence to back them up.

Attention(Organizational patterns for persuasive messages #1)

Say a startling statement, statistic, rhetorical question, or a well-worded analogy.

Satisfaction(Organizational patterns for persuasive messages #3)

Say how your plan will satisfy the need, and the solution to the problem.

Need(Organizational patterns for persuasive messages #2)

Tell the audience the need for change affects them directly. Use logical arguments to back it up.

action(Organizational patterns for persuasive messages #5)

Tell the audience the specific action they can take to implement your solution(also tell them what you want them to do).

Visualization(Organizational patterns for persuasive messages #4)

Tell the audience what will happen if your solutions are, and aren't used. It's good to say both.