1. Audience Analysis

2. Audience Centeredness
Keep the audience first in every element of the speech, from preparation to presentation

3. Identification
Speaker emphasizes to audience common goals, values, and experiences

4. Audience Psychology
Egocentrism -- tendency of people to be concerned above all with their values, beliefs, and well-being
People pay closest attention to things that matter to them
Listeners hear and judge what you say on what they know
Relate your message to your listeners--show why it pertains to them

5. Demographic Audience Analysis
Audience analysis focusing on demographic factors
Age
Gender
Religion
Sexual Orientation
Racial, Ethnic, and Cultural Background
Group Membership

6. Stereotyping Oversimplified image of a particular group
Very easy to do in large group situations
Avoid

7. Situational Audience Analysis
Size
Physical Setting
Disposition of Audience

8. Disposition Towards Topic
Interest
Knowledge
Attitude -- toward person, policy, belief, institution

9. Disposition Toward Speaker
The more competent listeners believe a speaker is the more more like they are to accept what he says

10. Disposition Toward Occasion
Audience tends to have definite ideas about what speeches they consider appropriate
i.e. Would not expect a political speech at graduation

11. Collecting Information about Audience
Fixed- Alternative Questions- questions that offer a fixed choice between two or more alternatives
Scale Questions - questions that require responses at fixed intervals along a scale of answers
Open-ended Questions - questions that allow respondents to answer however they want

12. Adapting to the Audience
Before Speech
Assess how audience is likely to respond to what you say
Adjusting what you say to make it clear, appropriate, and convincing

13. Adapting to the Audience
During Speech
Technology may not work, size could be different -- Make it work
Pay attention to audience for clues

14. Topic: “Data Encryption:
How Would You?
Topic: “Data Encryption:
Audience 1: 50% computer science, 30% physics, 20% fine arts
Audience 2: 40% business, 40% history, 20% computer science
Topic: “Sexual Assault: The Biggest Campus Crime”
Audience 1: 80% female, 20% male
Audience 2: 80% male, 20% female
Topic: “The Fall of the Berlin Wall
Audience 1: Day class: 70% age 18-22, 30% age 23 and over
Audience 2: Evening class: 50% age 35 and up, 30% age 23-34,
20% age 18-22

15. Gathering Materials

16. Using Your Knowledge & Experience
Use experiences to your advantage
topic
support points

17. Library Research
Use librarians--ask for assistance to get what you need
Catalogue-- search for books and resources by title, author, keyword, subject
Reference Works-- good place for initial information especially if you are not overly familiar with subject (encyclopedias, yearbooks, quotation books, biographical aides)

18. Databases
Newspaper and Periodical Databases: catalogues articles from a large number of magazines, journals, newspapers
ProQuest, LexisNexis Academic, World News Connection
Academic Databases: catalogues articles from scholarly journals
JSTOR, InfoTrac OneFile, Google Scholar

19. Internet
Search Engines-- use quotation marks, and (+) to help refine a search
College cheerleading --> “college cheerleading” --> “college cheerleading” + “sports injury

20. Specialized Research Resources
Virtual Libraries--combines internet technology with library cataloguing
ip12
Government Resources-- access government documents & publications
USA.gov, Statistical Abstract, World Factbook
Wikipedia -- good starting point

21. Evaluating Internet Documents
Authorship-- Who wrote it? Is the author clearly identified? Qualifications?
Sponsorship-- What organization is sponsoring the site or is listed in place of author?
Recency-- When was it written? Is it still a relevant issue or have things changed?

22. Interviewing Before the Interview Define purpose of interview
Decide whom to interview
Arrange interview
Decide whether to record interview
Prepare questions in advance

23. Interviewing During the Interview Dress appropriately and be on time
Repeat purpose of interview
Set up recorder if applicable
Keep interview on track
Listen carefully

24. Interviewing After the Interview Review your notes as soon as possible
Transcribe your notes

25. Tips for Doing Research
Start early
Make a preliminary bibliography
Take notes efficiently
Think about materials as you research

26. Supporting Your Ideas

27. Examples
Supporting Materials: materials used to support speaker’s ideas
Specific case used to illustrate or represent people and ideas

28. Brief Examples May also be referred to as specific instances
Specific case that is referred to in passing to illustrate a point
Utilize several examples to really make your points

29. Extended Examples
Story or narrative more fully developed with some length to it
Should be vivid and dramatic

30. Hypothetical Examples
Imaginary or fictitious situation created to help illustrate the main point

31. Tips for Using Examples
Use examples to clarify ideas
Use examples to reinforce your ideas
Use examples to personalize your ideas
Make examples vivid and richly textured
Practice delivery to enhance your extended examples

32. Statistics Numerical data used to strengthen or clarify ideas
Can be used to show the severity or importance of an issue
Not always about audience remember all data-- more about overall effect

33. Understanding Statistics
Are the statistics representative or are they skewed?
Are statistical measures used correctly?
Mean, Median, Mode
Are statistics from a reliable source?

34. Tips for Using Statistics
Use statistics to quantify ideas
Use statistics sparingly
Identify the sources of your statistics
Explain your statistics
Round off complicated statistics
Use visual aids to clarify statistical trends

35. Testimony
Quotations or paraphrases used to support a point

36. Expert Testimony
Testimony from people who are experts in their respective fields
Makes speech more credible

37. Peer Testimony
Testimony from ordinary people with firsthand experience or insight on a topic
More personal viewpoint -- creates bond/connection with audience

38. Quoting Versus Paraphrasing
Direct quote: word for word
When convey meaning better than you
When they are eloquent, witty, or especially compelling
Paraphrase: restate or summarize source’s ideas in your own words
When wording is obscure/too long & complicated
When quotation is longer than 2-3 sentences

39. Tips for Using Testimony
Quote or paraphrase accurately
Use testimony from qualified sources
Use testimony from unbiased sources
Identify people you quote or paraphrase

40. Citing Sources Orally
Include combinations of the following information
book, magazine, newspaper, web document used
author or sponsoring organization of document
author’s qualifications with regard to topic
the date on which the document was published, posted, updated