2. Strategies for Successful Informative and Persuasive Speaking.
Chapter No. 15
By: Saif Bukhari

3. Strategies for Successful Informative and Persuasive Speaking.
Purposes of Informative and Persuasive Speaking
A. Informative Specific Purposes
B. Persuasive Specific Purposes
Kinds of Informative and Persuasive Speaking
A. Informative Speaking,
B. Persuasive Speaking

4. Strategies for Successful Informative and Persuasive Speaking
Audience Analysis for Informative and Persuasive Speaking
A. Degrees of Interest and Attitudes
B. Occasion
C. Location
Organization for Informative and Persuasive Speaking
A. The Introduction
B. The Body (Text. Discussion)
C. The Summary or Conclusion
Supports for Informative and Persuasive Speaking
A. Six Forms of Support (Evidence. Data)
B. Questions on Forms of Support

5. Purposes of Informative & Persuasive Speaking
Kinds of Informative & Persuasive Speaking
Audience Analysis for Informative and Persuasive Speaking
Organization for Informative & Persuasive Speaking
Supports for Informative & Persuasive Speaking 5

6. Speaking
The action of conveying information or expressing one’s feelings in speech:
clear thinking aids clear speaking
The activity of delivering speeches:
Public speaking
Public speaking is the process of speaking to a group of people in a structured, *deliberate manner intended to inform, influence, or entertain the listeners.
*Purposeful

7. Communication Communication
Communication is the transmission of messages from a Sender (a person or group) to a
Receiver (another person or group). In a perfect world, the receiver would understand.
The message without difficulty. But too often, that doesn’t happen. A lack of clarity, poor Choice of words, distractions, and a host of other obstacles can interfere with the message.

8. Strategies Strategies
A careful plan or method for achieving a particular goal usually over a long period of time.
▪ The skill of making or carrying out plans to achieve a goal.
▪ A specialist in campaign/military strategy

9. Strategies Strategies Examples of STRATEGY
They are proposing a new strategy for treating the disease with a combination of medications.
The government is developing innovative strategies to help people without insurance get medical care.

10. Informative Speaking
Informative speaking is a speech that primarily aims at conveying some specific information to a person or a group of persons.
However, it being an oral activity, it is similar to an oral presentation in its mode and purpose.

11. PURPOSE OF INFORMATIVE SPEAKING
General purposes of oral communications vary with the situations, kinds of talks and the audience.
Purpose of informative speaking maybe:
To convey information to an audience
To discuss and analyze a problem
To persuade and prepare an audience for a specific purpose.
To entertain an audience

12. PURPOSE OF INFORMATIVE SPEAKING
Main objective of informative speaking is of course to present ideas clearly and promote understanding for listeners, either inside or outside the organization, as the situation maybe.
This objective cannot be realized without deciding upon the specific purpose of the speech.
Purpose of a speech is two fold, i.e.
To give information to the audience
To persuade the audience to some desired action

13. PURPOSE OF INFORMATIVE SPEAKING
If the general purpose of informative speaking is simply to give information to an audience, then the specific purpose is certainly the precise, exact result the speaker hopes to achieve with his listeners. With this specific purpose in mind, the speaker should consider about the subject of his speech.
The subject may be:
A Process
A Policy

14. PURPOSE OF INFORMATIVE SPEAKING
Whether it is the Process as purpose or Policy as purpose, the speaker is required to take into account the essential steps meant for successful speaking, and follow them in a systematic order to achieve the desired result with his listeners
In both cases the speaker may use visual aids to ensure that the speech serves its specific purpose of communicating information effectively.
The essential steps that the speaker should consider for effective informative speaking are about the same that are required to make effective oral presentations

15. PURPOSE OF INFORMATIVE SPEAKING
The steps include:
Determining the purpose of speech
Analyzing the audience and the situation
Choosing main ideas of the speech
Researching the topic
Organizing the data and making an outline
Doing a rehearsal of the speech

16. KINDS OF INFORMATIVE SPEAKING AND ORAL PRESENTATIONS
Kinds of informative speaking and oral presentations vary depending on the nature of the subjects under discussion. However, we may broadly classify them as:
1. Short Talks
2. Long Speeches

17. SHORT TALKS SHORT TALKS
Short talks range from 1 to 10 minutes in length. They may be made to serve any required purpose. The purpose may be to exchange a brief information,
To welcome visitors and agents,
To say a few words at some function, or
To present brief progress reports, etc.

18. LONG SPEECHES
Compared with short talks, long speeches are rather formal in their mode, and so they may be called formal presentations.
Long speeches usually range from 10 minutes to 1 hour.
Like short talks, subjects of long speeches also vary. They may comprise informative reports on different subjects or such speeches and presentations as maybe made on different occasions to enhance the image and working of the business house.

19. LONG SPEECHES Long speeches may further be classified as:
Taking into view the nature of the speeches made on important events,
Long speeches may further be classified as:
1. General Reports
2. Community Goodwill Speeches
3. Briefings
4. Instructions

20. ORGANIZATION AND OUTLINE OF INFORMATIVE SPEECH
ORGANIZATION OF SPEECH
Making speeches is as important as writing of messages. Sometimes business people must make formal presentations. Sometimes they have to talk to their colleagues and professionals. Sometimes they have to conduct and participate in committee meetings, conferences and group discussions.

21. ORGANIZATION AND OUTLINE OF INFORMATIVE SPEECH
ORGANIZATION OF SPEECH
Making a formal speech is a difficult task for most people. Generally people feel somewhat uncomfortable while speaking before others. It is, therefore, important for business people that they learn speaking techniques

22. ORGANIZATION AND OUTLINE OF INFORMATIVE SPEECH
ORGANIZATION OF SPEECH
It is desirable that the person who is to deliver a
formal speech takes the following steps in advance,
i.e. he:
Determines the purpose of speech
Analyzes the audience and the situation
Chooses main ideas of the speech
Researches the topic
Organizes the data and makes an outline
Makes arrangements for audio-visual aids, if required.
Does a rehearsal of the speech

23. ORGANIZATION OF SPEECH IN PARTS
Once the speaker has done his preparatory work and has gathered all the information that he needs, he should begin organizing the speech.
A good formal speech is organized in the following three parts:
Introduction
The Body (Text)
The Close (Conclusion)

24. OUTLINE OF SPEECH
Outline of a speech means its sketch or synopsis. It is an essential requirement for a speaker, particularly in long informative speaking.
A good outline should include the following:
1. Title
2. Purpose
3. Introduction
4. Text
5. Summary
Finally, it is advisable that the speaker should draw the outline
of the main sections.

25. Persuasive Speaking
A persuasive speech is one that establishes a fact, changes a belief, or moves an audience to act on a policy.
A persuasive speech that establishes a fact proves that something is true or false. 

26. Purposes of Information and Persuasive Speaking
I. Purposes of Information and Persuasive Speaking
A. Informative Specific Purposes
B. Persuasive Speaking

28. Purposes of Informative Speaking
Making an idea clear is central to the purpose of informative speaking
Suggestions:
The purpose should be specific
To compare information, using the criterion of modern technology, as to which country should host the year 2012 Olympic Games
The title of your speech and purpose should be linked
The purpose could be process, policy, any incident, etc

29. Purposes of Persuasive Speaking
Gaining willingness / acceptance of your central idea is the core purpose of persuasive speaking
Suggestions:
The purpose should be specific
To suggest that Taiwan’s capital investments in China were greater than in other sections of the world
You should be thoughtful and have given ample time in preparing your speech
Plan in advance your desired response
your speech should lead towards the desired response
The purpose could be process, policy, any incident, etc

30. Kinds of Informative Speaking
Reports
Periodic department reports
Progress reports on sales or ongoing committee activities
Statements on area or division responsibilities
Reports on manufacturing problems in the plant
Reports on Competitive Operations
Reports on problems with vendors (dealer)
Monthly personnel reports
Abstract of contact reports for months
Good Will
Companies often arrange public speaking or meetings for good will creation
Briefings
Short problem solving sessions
Instruction
How to do, what to do

31. Kinds of Persuasive Speaking

32. AUDIENCE ANALYSIS For a non-familiar audience find out the following:-
Their interests, disinterests and attitudes.
The occasion.
The location of your speech.

33. 1. Degrees of Interest & Attitudes

34. 1. Degrees of Interest & Attitudes
Search for Common Ground
Begin with a familiar, commonly accepted topic
Use visuals, examples, goodwill comments
Clearly keep in account the culture of countries
Use the following four approaches
Insert praise for the organization and its members
Mention names of colleagues or friends within the organization with whom you have worked in the past
Make use of patriotism, loyalty and cooperation
Be polite – even poke fun at yourself
Compare Agreements and Disagreements
Before giving speech, review areas of agreements and disagreement
Depend upon facts, use value judgments very carefully
You may draw parallel columns
Find out in advance what you may face in front of a hostile audience to deal with them nicely

35. Suggestions for approaching a Hostile Group
Offer a greeting to gain Good Will
“we have differences in philosophy, yet I bring you greetings from many friends of yours home I have met during this past year”
Make use of the fairness concept
‘All of us in this room have a degree of freedom not experienced anywhere else in the world; I am using that freedom to bring a different point of view”
Appeal to a sense of human weaknesses
“well, I have made mistakes in my days; may I tell you about one made in my first appearance before this group”
Quote from a supporter of the audience’s views
“one of the directors of your association strongly supported the concept of brotherhood. I will begin with a quotation he uttered last year”

36. 2. Occasion
Inside Company
If you are speaking in familiar work settings; you already know the people, their position and their attitudes
Outside Company
If you are speaking outside your group, devote more thought to the occasion
Find out: if you are the main speaker; are you the first or last in the program, how long will you speak?
Additionally for outside groups if there is higher variation or less possible prediction, then it’s a must to find out about other party’s position and interest in addition to research on your position

37. 3. Location
Find out in advance; what is the physical environment of your presentation as it may be any of the following and all have their own psychological influences
An open environment
Large auditorium
Conference room (small or big)
Any lounge etc
Find out whether you have a podium or a table
Check whether you have all your requirements fulfilled; charts, markers, multimedia, projector etc

38. ORGANIZATION OF YOUR SPEECH
The introduction
The porch
Tell a related story or joke
Use a quotation that gives background or inspiration to your speech
Greet your audience
Make a startling statement
Ask thought provoking statements
The Aim
Make clear and precise statement of the purpose of your speech
The Layout
This is the overview, roadmap or agenda of your speech / presentation

39. ORGANIZATION OF YOUR SPEECH
The body (Text, Discussion)
Informative Speaking; the body or discussion of your topic is where your ideas are developed in detail
Persuasive Speaking; this section should contain the clear idea followed by credible supporting material
Problem Solution (For change); problem-solution-benefits. You may also mention the disadvantages if your recommendation is not accepted
Problem solution (for no change) you use the above approach; while mentioning that no problem exists
The Summary (Conclusion)
Summaries reiterate what was covered; conclusions are inferences from data

40. SUPPORTS FOR INFORMATIVE AND
PERSUASIVE SPEAKING
WHY SUPPORT
Your speech should give the feeling that you know your topic, that your are fair, honest and believable.
You may use emotions to support your idea like health, fear, self-esteem, etc.
You must use evidence and reasoning.
USE ANY NUMBER OF SUPPORT FORMS THAT MAY HELP YOUR PRESENTATION
Examples, Illustrations, Statistics, Quotations (testimony), Comparisons (Analogies), Definitions etc.

41. Forms of Support (Evidence, Data)
Examples
Very commonly used, self explanatory
Illustrations
Illustrations are elongated examples; they layout in detail a specific situation; in which the solution worked
Statistics
Find out which statistical measure to use to prove the validity of the data
Quotations, Testimony
Quoting credible sources also improves the speaker’s credibility
Comparisons (analogies)
Comparisons demand similarities between two subjects; those similarities should outweigh the dissimilarities
Definitions
Definitions not exactly support, yet using them helps both speaker and audience to be at the same level of understanding

45. Wish You all the Best
Thanks