Persuasive Strategies Chapter 22. Identify whether you need a proposition of fact, value, or of policy (more shortly) Use stock issues to help you analyze

Persuasive Strategies

Chapter 22

• Identify whether you need a proposition of fact, value, or of policy (more shortly)

• Use stock issues to help you analyze your topic

• ** Use a specific, planned organizational pattern **

Sprague Chapter 22 2

Analyze your Persuasive Goals

• Favorable audience• Neutral audience • Unfavorable audience


Adjust Your Content Based on Your Audience Attitudes

• Use emotional appeals to intensify your listeners’ support

• Seek a public commitment from listeners


Favorable Audience

• Tell your audience exactly what actions they can take

• Give your listeners ammunition to answer opposing points


Favorable Audience

• Create an environment by letting your listeners “fill in the blanks” in your argument– Enthymeme -- an informally stated

syllogism (a three-part deductive argument) with an unstated assumption that must be true...


Favorable Audience

• Use plenty of attention factors• Make sure your point is clear

and understandable


Neutral Audience

• Present the most recent evidence and examples you can find

• Send your message in multiple ways to engage the senses

• Blend logic and emotional appeals


Neutral Audience

• Be realistic about what change you ask listeners to make

• Emphasize common ground• Be very thorough in your

reasoning• Build your credibility by being

fair and open minded


Unfavorable Audience

• Use Monroe’s Motivated Sequence to engage your audience


Organize Your Points for Optimal Persuasive Impact

1. Attention step2. Need step3. Satisfaction step4. Visualization step5. Action step


Organize Your Points for Optimal Persuasive Impact

• Compare the advantages of two proposals as a way of organizing your speech

• Place Your Strongest Points First or Last

• Consider Dealing with Opposing Arguments

What kind of proposition?• Proposition of fact

– Draw inferences from available date– Is / is not

• Proposition of value– Good or bad, right or wrong

• Proposition of policy– Most common, most complex– Advocates specific course of action– Should / should not

Types of claims (propositions)

• When addressing whether something is true or not, or something will or won’t happen--make a claim of fact

• When addressing an issue that relies on individual judgment of right or wrong for its resolution, make a claim of value.

• When proposing a specific outcome or solution to an issue, make a claim of policy.

• Write your specific purpose to include one

Organizing Persuasive Messages

• Problem-solution (p. 148)• Comparative Advantages (p. 324)• Refutation Pattern (p. 325)• Motivated Sequence

1. Attention2. Need3. Satisfaction4. Visualization

5. Action

• You must use one of these -- list at top of outline

Example: Problem-Solution

• I. The Nature of the Problem

• II. Reasons for the Problem

• III. Unsatisfactory Solutions

• IV. Proposed Solution

The Bottom Line

• Read and peruse lots of sources

• Use the best 10 or so sources -- Retrievable reminder

• Make it clear to the audience where your information comes from

• Define terms, identify people

• Know the topic well and speak with conviction

What type evidence?• Examples, stories, testimony, facts,

statistics…• Distortion -- what is truth?• Historical vs. contemporary views• Sources of your evidence• Sources of visual aids• APA style -- accurate does matter

Ethics and appeals

• Teleological vs. deontological• Emotional vs. rational appeals• Audience sensitivity• Life Cycle analysis• Demographics differences• Culture and subcultures

Persuasive Speech final topics...

...questions

Modes of Delivery

Chapter 23

• Begin with a fully developed outline

• Convert the full-sentence outline into a key word or key phrase outline

• Word the speech• Convert your keyword outline to

speaker’s notesSprague Chapter 23 21

Use of Four Steps to Prepare an Extemporaneous Speech

• Keep your composure• Select a theme• Select organizational framework• Whenever possible, plan your

first and last sentence


Remember Four Steps When Speaking Impromptu

• When the time allotted is specific and inflexible / duplicate deliveries required

• The wording is extremely critical• The style is extremely important


Speaking from a Manuscript

• Don’t write it out by hand• Use capital and lowercase letters

in a standard sentence format• Print on heavy paper• Make sure letters are dark and

legible


Prepare an Easily Readable Manuscript

• Memorize the structure first• Read the speech aloud several

times, then paragraph by paragraph


Memorize Certain Manuscript Speeches

• As you practice, visualize giving the speech

• Do not go into a trance when delivering the speech

• If you go blank, recall the structure of the speech


Memorize Certain Manuscript Speeches

Practice Sessions

Chapter 24

• Form a feedback support group• Get guidelines for feedback

Get Effective Feedback

Sprague 28Chapter 24

• Use early sessions to flesh out your outline

• Use middle sessions to get feedback

Allow Time for Three Stages of Practice


• Practice in front of others and ask for their feedback

• Record your practice session and analyze your performance



• Use final sessions for refinements

• Make it as realistic as possible



• Include key words, phrases and material that is to be cited directly

• Prepare speech notes in a format that aids delivery

• Preparing speech notes on note cards

Prepare Speech or Speaker’s Notes


• If your speech is too long– Consider cutting out an entire point– Eliminate redundant evidence– Reduce narratives

Fit Your Speech into the Time Limit


• If your speech is too long– Eliminate long stories– Use visuals or handouts– Speak simply– Is this too complex a topic?



• If your speech is too short– Make sure all of your points are

well developed– Use repetition– Is this a good enough topic?



• If your speech is too short– Make sure you have proved all of

your points– Do some more research– Change organizational pattern?



• Doing mental rather than oral / physical practices

• Avoid too many critics

Avoid Common Practice Pitfalls


• Avoid over preparation• Avoid self-consciousness rather

than audience consciousness

Avoid Common Practice Pitfalls


Adapting to the Speech Situation

Chapter 28

• If your audience seems bored or restless

• If you are not getting the agreement from the audience you expected

Prepare & Adapt to Audience Reactions


• If your audience is less informed that you expected

• If your audience is more informed than you expected



• If you audience is more heterogeneous than you expected



• Check for possible sources of distractions

• Ignore low level distractions in your speech

• Incorporate distractions into your speech

Take Steps to Prevent Distractions


• Make necessary interruptions as short as possible and draw your listeners back into the speech

Take Steps to Prevent Distractions


• The verbal heckler– First-level tactics– Second-level tactics

• The nonverbal heckler

Responding to Hecklers


Answering Questions

Chapter 29

• Come prepared• Invite & answer audience

questions straightforwardly

Answering Questions


• The person who wants to give a speech

• The person who wants to have an extended dialogue

• The person who wants to pick a fight

Manage Self-Indulgent Questioners


Documents

Persuasive Strategies Chapter 22. Identify whether you need a proposition of fact, value, or of policy (more shortly) Use stock issues to help you analyze