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Communicating for Results
Persuasive Presentations: Individual or Team 14 Key Ideas Meaning of persuasion Types of persuasive presentations Persuasive theories Preparing a persuasive speech Successful persuasive Copyright Cengage © 2011
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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
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Cook Case Study The Washington Post Read or describe the case study
Rough Guides/Alamy Cook Case Study Read or describe the case study Answer the following questions: Why were Cooke’s editors so easily persuaded by her resume & story? Was the “instant ethos” response involved in this study (pp )? How can we protect ourselves from this type of persuasion?
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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 Copyright Cengage © 2011
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Types of persuasive presentations
Speech to convince—asks the audience to believe or agree with you Speech to actuate—asks the audience to take a particular action 2003 Laura Farr/ZUMA Press Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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Persuasion theories Information-Integration theory
Consistency theories Elaboration-Likelihood theory Social Judgement theory Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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) Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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 > Copyright Cengage © 2011
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Factors that influence evidence (Cont)
Citing sources Citing source qualifications Citing firsthand evidence Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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Persuasive Presentations
Outside the organization Method 3 Assertion+Evidence+Source Qualifications Method 4 Assertion+Firsthand evidence Inside the organization Method 1 Assertion+Evidnce+Source Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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 #1 Side #2 Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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Fallacious reasoning Ad hominem--attacking person not argument
Ad populum--everyone knows idea is right Ad Ignoratiam--can’t 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 Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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Factors of speaker credibility
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 Copyright Cengage © 2011
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Elements of speaker credibility
Trustworthiness Competency Dynamism Objectivity Organizational rank Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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Credibility, Fraud and the Internet
Internet fraud based on the following “click-whir” responses . . . Reciprocation—feel obligated to reciprocate Commitment & consistency—defend decisions Social proof—if others do it, it must be right Likeability—more influenced by people we like Authority—influenced by those with authority Scarcity—value scarce items more Copyright Cengage © 2011
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Maslow’s Hierarchy of Needs
Self-actualization Self-esteem Social Safety Physiological
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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 Copyright Cengage © 2011
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Opinions of key leaders
Opinions leaders are . . . Better educated & influential More knowledgeable in important areas More likely to converse NOVA Development Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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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 it’s ethical Practice presentation Copyright Cengage © 2011
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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 Copyright Cengage © 2011
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I. Claim 1 II. Claim 2 III. Claim 3
Claim Pattern I. Claim 1 II. Claim 2 III. Claim 3 Copyright Cengage © 2011
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Causal Patterns Cause I. Cause Effect OR II. Effect
Solution III. Action Copyright Cengage © 2011
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Criteria Satisfaction
Any plan must meet the following necessary criteria Solution X does (or doesn’t meet) the criteria Copyright Cengage © 2011
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Comparative Advantages pattern
Plan X is ineffective Plan Y is Superior OR Plan X is average Plan Y is far better Copyright Cengage © 2011
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Motivated Sequence I. Attention Step II. Need Step III. Satisfaction Step IV. Visualization Step V. Action Step Copyright Cengage © 2011
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Effective team presentations
Content: Organized, supported, & smooth Visuals: Creative, professional, & effective Delivery: Smooth, polished, & dynamic Copyright Cengage © 2011
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Adapting team presentations to media
Don’t 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 Copyright Cengage © 2011
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Communicating for Results
Persuasive Presentations: Individual or Team 14 Key Ideas Meaning of persuasion Types of persuasive presentations Persuasive theories Preparing a persuasive speech Successful persuasive 45 Copyright Cengage © 2011 45
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