Chapter 14

Persuasive Speaking

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Persuasive Speaking

CATEGORIZING
TYPES OF PERSUASION
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

By Proposition
Propositions of fact: 2 or more sides about
conflicting information
Bottled water is healthier for you than tap water

Propositions of value: explore the value of

some idea, person, or object
Using animals for experiments is cruel and immoral

Propositions of policy: recommend a specific

course of action or policy
IFE officials should be elected by the public
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

By Desired Outcome
Convincing
Reinforce or strengthen their opinions
Adhere more strongly to a belief or attitude

Actuating
Move to a specific behavior
Adopt or discontinue

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Persuasive Speaking

CREATING THE
PERSUASIVE MESSAGE
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

Set a Clear, Persuasive Purpose

Move the audience to a specific, attainable
attitude or behavior
Example, speech to convince
After listening to my speech, my audience will
agree that steps should be taken to save whales
from extinction.

Example, speech to actuate

After listening to my speech, my audience
members will sign my petition.
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

Structure the Message Carefully

Describe the problem
What is the nature of the problem?
How does the problem affect your audience?

Describe the solution

Will the solution work?
What advantages will result from your solution?

Describe the desired audience response

What can the audience do to put your solution into
action?
What are the direct rewards of this response?
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

Structure the Message Carefully

Adapt the model persuasive structure:
Motivated Sequence
1930s, Alan Monroe
Problem: Broken into an attention, need step
Solution: Broken into a satisfaction, visualization,
and action step

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Sample Structure for

a Persuasive Speech

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Monroes Motivated Sequence

I.

II.
III.
IV.

V.

Attention step draws attention to your subject

Need step establishes the problem
Satisfaction step proposes a solution
Visualization step describes the results of the
solution
Action step is a direct appeal for the audience
to do something

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Use Solid Evidence

Find supporting material (example, statistic,
definition, analogy, anecdote, or testimony) to
establish truth of your claim in the mind of your
audience
Use evidence that strongly supports your claim
Emotional evidence is ethical, except when it
obscures the truth
Cite all sources carefully!

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Using Evidence

Sources should be credible, unbiased and current

Give the full statement of the sources credentials
Add dates for interviews when important
Give quick statement of an authors credentials and full
date/title of the magazine
Leave out the title of the article, page number
Leave out copyright date unless it authenticates the
currency of the quotation
Leave out the publisher, city of publication

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Persuasive Speaking

ADAPTING TO THE AUDIENCE

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Use Audience Analysis

Analyzing your audience carefully can help predict
the type of response you can expect
Target audience: subgroup you must persuade to
reach your goal
Other audience members may be opposed or may
already agree with you
Middle portion of audience (target) might be
undecided or uncommitted

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

More Tips to Adapt

to the Audience

Establish common ground

Organize according to the expected response
Neutralize potential hostility

Understanding Human Communication, Tenth Edition, Adler/Rodman

Copyright 2009 by Oxford University Press, Inc.

Persuasive Speaking

BUILDING CREDIBILITY
AS A SPEAKER
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

What is Credibility?

Credibility: The believability of a speaker

Perception in the minds of the audience
Credibility can change during a speaking event

Initial credibility
Derived credibility
Terminal credibility

No credibility? Difficult to convince listeners that

ideas are worth accepting
With credibility, listeners are more likely to open up
to ideas they wouldnt otherwise accept
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.

The Three Cs of Credibility

Competence: Speakers expertise on the topic
Personal experience and aura of preparedness
Having good evidence, sources, examples, way statistics are
presented, quality of visual aids, and precision of language

Character: Honesty and impartiality

Find ways to talk about yourself that demonstrate integrity
Could include time researching the subject or telling audience you
changed your mind after your investigation

Charisma
Special quality of leadership that captivates the popular
imagination and inspires unswerving allegiance and devotion.
Speakers enthusiasm, likeability, dynamism
Nonverbal parts of your speech show far more than your words
Understanding Human Communication, Tenth Edition, Adler/Rodman
Copyright 2009 by Oxford University Press, Inc.