Communicating for

Results
9e

14
Key Ideas

Persuasive
Presentations:
Individual or Team

Meaning of persuasion
Types of persuasive
presentations
Persuasive theories
Preparing a persuasive speech
Successful persuasive
presentations

Copyright Cengage 2011

Consider this . . .
We live in a world in which persuasion and
the power to persuade are of extraordinary
importance . . . When we list freedom of
speech first among our rights as citizens
guaranteed by the Constitution, we remind
ourselves of the right to speak, to write, to
express ourselves, and to have access to their
words and ideas of others as fundamental
principles upon which our way of life is
founded.
Williams & Cooler, Power Persuasion, Alistair, 1002, p. 3
Copyright Cengage 2011

The Washington Post

Rough Guides/Alamy

Cook Case Study

Read or describe the case study
Answer the following questions:
Why were Cookes editors so easily

persuaded by her resume & story?

Was the instant ethos response
involved in this study (pp. 407-408)?
How can we protect ourselves from
this type of persuasion?

Persuasion defined
Definition: Persuasion is communication
intended to influence choice. (Brembeck &
Howell, 1976 p. 19)
Persuasion involves
Intentionality
Influence not force
Setting limits on acceptable choices

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Types of persuasive presentations

2003 Laura Farr/ZUMA

Press

Speech to convinceasks the audience to

believe or agree with you
Speech to actuateasks the audience to
take a particular action

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Factors Persuasion theory

Logos Evidence and logic of the message
Ethos Credibility of the persuader
Pathos Listener Psychological needs
Opinions held by key people in the
audience

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Persuasion theories
Information-Integration theory
Consistency theories
Elaboration-Likelihood theory
Social Judgement theory

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Information-Integration theory
Accumulation and organization of
information and attitude change
Valiance whether information supports
or refutes previous beliefs
Weight credibility assigned to the
information
Respected theorist Martin Fishbein

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Consistency theories
People prefer consistency and feel
threatened by inconsistency
Theories
Cognitive Dissonance (Leon Festinger)
Attitude beliefs and values (Milton Rokeach)

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Elaboration Likelihood theory

Probability listeners will evaluate
arguments critically
Respected theorists Richard Petty and
John Cacioppo
People use Central Route (elaborate carefully
and critically)
People use Peripheral Route and decide
quickly

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Social Judgment theory

People use past experience (internal
anchors) when making judgments
Ego involvement determines latitude of
acceptance or latitude of rejection of a
message
Respected theories Mazafer Sherif

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Factors that influence evidence

Ability to identify evidence in the speech
Acceptance of the evidence
Involvement with the topic
Use of logical sounding phrases
New or novel evidence
Perceived credibility of the speaker >

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12

Factors that influence evidence (Cont)

Citing sources
Citing source qualifications
Citing firsthand evidence

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Methods of using Evidence

Method 1: Assertion plus evidence plus
source
Method 2: Assertion plus evidence
Method 3: Assertion plus evidence plus
source plus qualifications of source
Method 4: Assertion plus firsthand
experience
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14

Persuasive Presentations
Outside the organization
Method 3
Assertion+Evidence+Source Qualifications

Method 4
Assertion+Firsthand evidence

Inside the organization

Method 1
Assertion+Evidnce+Source

Method 4
Assertion+Firsthand evidence
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Presenting one side of argument

Present one side when listeners . . .

Already agree with proposal

Know little about topic
Are asked to take immediate action
Are unlikely to hear other side
One Side

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Presenting both sides of argument

Present both sides when listeners . . .

Are knowledgeable
Already disagree
Likely to hear both sides
Agree, but new to position or belief
Side #2

Side #1

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17

Inoculation Theory
Informing audience so that they will be
familiar with opposing arguments
Can be best accomplished by presenting
both sides
Helps listeners build counterarguments
Key is to show disadvantages of your plan
is minor without fallacious reasoning

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18

Fallacious reasoning
Ad hominem--attacking person not argument
Ad populum--everyone knows idea is right
Ad Ignoratiam--cant prove wrong; must be right
Begging the question--it is because it is
Hasty generalization--based on too few examples
Post hoc--B followed A; therefore, A caused B
Slippery slope--one bad step leads to another

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Factors of speaker credibility

Topic involvement
Listeners who have low involvement
persuaded by speaker expertise
Very involved listeners persuaded by
argument quality

Audio/Video mode
Listener persuaded by speaker credibility
In Print Mode listener persuaded by data and
quality of the evidence
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Factors of speaker credibility

Email or Internet messages
Listeners persuaded by speaker credibility
When message uses emotional appeal and
appeals to listener values instant ethos occurs

Audience and speaker similarity

Enhances trustworthiness
Speaker judged as more competent

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Elements of speaker credibility

Trustworthiness
Competency
Dynamism
Objectivity
Organizational rank

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Improving speaker credibility

Have a highly credible source introduce
you
Support assertions with current
documented credible sources
Identify your views with a person the
audience respects

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Improving speaker credibility

Present both sides and show you are fair
and honest
Present ideas in a smooth, forceful and
self-assured manner
Establish common ground with audience
Recognize in content and delivery the
formal status and knowledge of listeners

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Credibility, Fraud and the Internet

Internet fraud based on the following click-whir responses . . .

Reciprocationfeel obligated to reciprocate

Commitment & consistencydefend decisions
Social proofif others do it, it must be right
Likeabilitymore influenced by people we like

Authorityinfluenced by those with authority

Scarcityvalue scarce items more

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Maslows Hierarchy of Needs

Self-actualization
Self-esteem
Social

Safety
Physiological

Audience Involvement
Relevancy look at topic from audience
viewpoint
Fun and activities get audience involved
Commonality and emotion share
something you and the audience have in
common
Graphics and charts use graphs and
charts as involvement starters
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Opinions of key leaders

Opinions leaders are . . .

NOVA Development

Better educated & influential

More knowledgeable in important areas
More likely to converse

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Making persuasive presentations

Analyze expected listeners and needs
Write exact purpose as position statement
Determine initial credibility and plan to
increase it if necessary
Research topic and choose best method for
presenting evidence

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Making persuasive presentations

Decide how to organize for best effect
Prepare outlines or storyboards to check
verbal, visual supports, introduction,
conclusion
Review presentation to ensure its ethical
Practice presentation

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Making persuasive presentations

Decide how to organize for best effect
Organizational Patterns
Claim
Causal
Problem-Solution
Criteria Satisfaction
Comparative Advantages
Motivated Sequence
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Claim Pattern
I. Claim 1
II. Claim 2
III. Claim 3

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Causal Patterns
I. Cause
II. Effect
OR
III.Solution

I. Cause
II. Effect
III. Action

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Criteria Satisfaction

I. Any plan must meet the following

necessary criteria
II. Solution X does (or doesnt meet) the
criteria

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Comparative Advantages pattern

I. Plan X is ineffective
II. Plan Y is Superior
OR
I. Plan X is average
II. Plan Y is far better

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Motivated Sequence
I. Attention Step
II. Need Step
III. Satisfaction Step
IV. Visualization Step
V. Action Step

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Effective team presentations

Content: Organized, supported, &
smooth
Visuals: Creative, professional, &
effective
Delivery: Smooth, polished, & dynamic

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Adapting team presentations to media

Dont wear white or sharp contrast
clothing
Avoid stripes, polka dots, & patterns
Avoid warm or hot colors
Wear lightweight fabrics
Wear slenderizing clothing
Avoid shiny jewelry or shiny clothing
Women wear regular makeup
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Communicating for
Results
9e

14
Key Ideas

Persuasive
Presentations:
Individual or Team

Meaning of persuasion
Types of persuasive
presentations
Persuasive theories
Preparing a persuasive speech
Successful persuasive
presentations

Copyright Cengage 2011

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