1. Part 7
Types of Speeches

2. INFORMATIVE SPEAKING Speech to inform: Sharing information
with others to enhance their knowledge
for and understanding about something.
To inform is to teach others new
information, ideas, concepts, principles, or
processes.

3. Goals of informative speaking:
Speaking to enhance understanding- understanding occurs when the listener accurately interprets your intended meaning of a message.
Speaking to maintain interest- people listen to what affects them directly, adds to their knowledge,
Satisfies their curiosity, or entertains them.
Speaking to be remembered- your audience will only remember half of what was said.

4. Types of informative speaking:
Speeches about objects- a speech about anything tangible- anything you can see or touch.
Speeches about procedures- a speech about how something works, or describes a process that produces a particular outcome. At the end of your speech the audience should know how to perform the procedure.
Speeches about people- A biographical speech could be about someone famous or about someone you know personally.
Speeches about events- a speech about an event that you have witnessed or researched.
Speeches about ideas- a speech that is more abstract. Ex: principles of comm., evolution, etc.

5. Conveying Information
By Definition
Define ideas clearly
Define by example- use concrete examples to show the audience what the term or concept means.
Define by Synonym
Define by Etymology
Define by Negation

6. Conveying Information
By Description
Details
For Example a virtual tour

7. Conveying Information
By Explanation
Reasons & Causes
Interpretation
Analysis
For example Classroom Lecture

8. Conveying Information
By Demonstration
How to

9. Conveying Information
Operational definition- focuses on a particular procedure for observing or measuring the concept that is being defined.

10. Helpful advice… Use principles and techniques of adult learning
Pedagogy- the art and science of teaching children to learn
Andragogy

11. Cont’d Andragogy- the art and science of teaching adults to learn
Adults like to be given information they can use immediately
Adult learners like to be actively involved in the learning process.
Adult learners like to connect their life experiences with the new information they learn
Adult learners like to know how the new information is relevant to their needs and their busy lives.

12. Strategies to enhance audience understanding, Cont’d
Clarify Complex processes
Form a clear mental image of the person, place, and object before to try to describe it.
Describe the appearance of the person, place, or object
Describe what your listeners would hear
Describe smells
Describe how an object feels when touched
Describe taste
Describe the emotion that the listener might feel if they were in the experience

13. Strategies to enhance audience understanding, Cont’d
Use effective visual reinforcement
a. Use multiple comm. channels

14. Strategies to Enhance audience interest
Establish a motive for your audience to listen to
Tell a story
Present information that relates to your listeners
Strategies to enhance audience recall
Build in redundancy
Pace your information flow
Reinforce key ideas verbally
Reinforce key ideas nonverbally

15. Strategies to Enhance audience interest, Cont’d
Briefings- are short talks that inform a generally knowledgeable audience about a specific area in which new knowledge has been gleaned.
Explanations- increase listeners’ understanding of a subject
Training- teaches listeners how to do something

16. Persuasive Speaking
Persuasion- is the act of motivating an audience, through communication, to voluntarily change a particular belief, attitude, or behavior.

17. How to motivate listeners
Cognitive dissonance- the sense of disorganization that prompts a person to change when new information conflicts with previously organized thought patterns

18. Types of persuasive presentations
Sales Presentations
Proposals- to persuade higher management
Motivational speeches
Goodwill Speeches-to support interest and support

19. Propositions
Proposition- a statement that summarizes the ideas with which you want your audience to agree
Proposition of fact- focuses on whether something is true or false; on whether it did or did not happen
Proposition of value- calls for the listener to judge the worth or importance of something
Proposition of policy- advocates a specific action-changing of policy, procedure, or behavior

20. Organizing persuasive message
Problem – Solution: persuades the audience that something is wrong with the present situation and then suggests how to remedy the situation
Comparative Advantages: puts several alternatives side by side to show why yours is the best
Criteria Satisfaction: sets up criteria that the audience will accept and then shows how your idea or product meets them
Motivated Sequence: a five step scheme designed to boost the involvement and interest of the audience
Attention- introduces info. In an interesting manner
Need- make your audience believe the problem affects them in some way
Satisfaction- present your solution to the problem
Visualization- describe clearly
Action- call for a response by your audience

21. Strategies for effective persuasion
Appeal to the need of your audience
Have a realistic goal
Anchor- listeners preexisting position
Latitude of acceptance- positions the listener would accept with little or no persuasion
Latitude of rejection- arguments that the listeners opposes
Latitude of non-commitment- argument that the listener neither accepts or rejects
Focus appeals on the critical audience segment

22. Strategies for effective persuasion
Defer the thesis with a hostile audience
Present ample evidence to support claims
Consider citing opposing ideas
When the audience disagrees with your position
When the audience knows both sides of the issue
When the audience will soon hear your viewpoint criticized or another promoted
Adapt to the cultural style of your audience
Credibility- the persuasive force that comes from the audience’s belief in and respect for the speaker

23. Ethos- refers to a speaker’s character, credibility, and ethics
Pathos- refers to a speaker’s appeal to human emotion
Logos- a formal system of using rule to reach a conclusion
Syllogism- a 3 part way of developing an argument; it has a major premise, and a minor premise, and a conclusion.
Major premise- a general statement that is the 1st element of syllogism
Minor premise- a specific statement about an example that is linked to the major premise
Conclusion- the logical outcome of an argument

24. Maximize your credibility
Demonstrate your competence- listeners will be most influenced by a speaker who they believe is qualified on the subject.
Demonstrate your knowledge of the subject
Make your credentials known
Demonstrate your ability
Earn the trust of your audience- through honesty
Emphasize your similarity to the audience
Increase your appeal to the audience- Appearance
Demonstrate your sincerity

25. What Is A Mission Statement?
A mission statement is a written, easy-to-remember sentence, or paragraph illustrating a business' purpose. It has one common function: to guide you and your employees in making critical decisions that effect the direction of your company.
A mission statement identifies your company to its customers, vendors, the media and others that will be using or requiring its services or products. It is about providing solutions and adding value to your customers and market.

26. How-To Create a Mission Statement
1. Pick One Central Theme. The theme should be easy to understand, non-controversial, and translate into behavior that can gain support.
2. Communicate With Action. Demonstrate your commitment and follow through with conviction.
3. Focus On A Few Key Attributes Of Your Service Or Product. 
4. Don't Rush The Process. 

27. Key Points to Include:
Statement of Purpose. What inspirational purpose appeals to higher values in both your employees and customers?
Statement of Strategy. What is your business strategy, and how does it appeal to your employees and customers?
Statement of Value. Identify values that form a link to the organization's strategy that employees can be proud of.
Statement of Behavioral Standards. How does employee behavior relate to customer perception and value?
Statement of Character. What is the organizational culture?

28. Examples: Disney – "To make people happy“
Boeing – "To push the leading edge of aviation, taking huge challenges doing what others cannot do"
3M – "To solve unsolved problems innovatively"

29. Organizational Goals
Where do you see your company at the end of the year?
Where do you see your company in five years?
Your goal should be a short bulleted list that identifies the short and long term aspirations of your organization.