Persuasive Strategies

1
Persuasive Strategies

• Chapter 22

2
Analyze your Persuasive Goals

• 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
  

3
Adjust Your Content Based on Your Audience
Attitudes

• Favorable audience
• Neutral audience
• Unfavorable audience

4
Favorable Audience

• Use emotional appeals to intensify your
  listeners support
• Seek a public commitment from listeners

5
Favorable Audience

• Tell your audience exactly what actions they
  can take
• Give your listeners ammunition to answer opposing
  points

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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...

7
Neutral Audience

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

8
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

9
Unfavorable 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

10
Organize Your Points for Optimal Persuasive Impact

• Use Monroes Motivated Sequence to engage your
  audience

11
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

12
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

13
Types of claims (propositions)

• When addressing whether something is true or not,
  or something will or wont 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

14
Organizing Persuasive Messages

• Problem-solution (p. 148)
• Comparative Advantages (p. 324)
• Refutation Pattern (p. 325)
• Motivated Sequence
• 1. Attention
• 2. Need
• 3. Satisfaction
• 4. Visualization
• 5. Action
• You must use one of these -- list at top of
  outline

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Example Problem-Solution

• I. The Nature of the Problem
• II. Reasons for the Problem
• III. Unsatisfactory Solutions
• IV. Proposed Solution

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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

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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

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Ethics and appeals

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

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Persuasive Speech final topics... ...questions
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Modes of Delivery

• Chapter 23

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Use of Four Steps to Prepare an Extemporaneous
Speech

• 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 speakers notes

Sprague
Chapter 23
21
22
Remember Four Steps When Speaking Impromptu

• Keep your composure
• Select a theme
• Select organizational framework
• Whenever possible, plan your first and last
  sentence

Sprague
Chapter 23
22
23
Speaking from a Manuscript

• When the time allotted is specific and inflexible
  / duplicate deliveries required
• The wording is extremely critical
• The style is extremely important

Sprague
Chapter 23
23
24
Prepare an Easily Readable Manuscript

• Dont 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

Sprague
Chapter 23
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25
Memorize Certain Manuscript Speeches

• Memorize the structure first
• Read the speech aloud several times, then
  paragraph by paragraph

Sprague
Chapter 23
25
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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

Sprague
Chapter 23
26
27
Practice Sessions

• Chapter 24

28
Get Effective Feedback

• Form a feedback support group
• Get guidelines for feedback

Sprague
28
Chapter 24
29
Allow Time for Three Stages of Practice

• Use early sessions to flesh out your outline
• Use middle sessions to get feedback

Sprague
29
Chapter 24
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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

Sprague
30
Chapter 24
31
Allow Time for Three Stages of Practice

• Use final sessions for refinements
• Make it as realistic as possible

Sprague
31
Chapter 24
32
Prepare Speech or Speakers Notes

• 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

Sprague
32
Chapter 24
33
Fit Your Speech into the Time Limit

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

Sprague
33
Chapter 24
34
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?

Sprague
34
Chapter 24
35
Fit Your Speech into the Time Limit

• If your speech is too short
• Make sure all of your points are well developed
• Use repetition
• Is this a good enough topic?

Sprague
35
Chapter 24
36
Fit Your Speech into the Time Limit

• If your speech is too short
• Make sure you have proved all of your points
• Do some more research
• Change organizational pattern?

Sprague
36
Chapter 24
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Avoid Common Practice Pitfalls

• Doing mental rather than oral / physical
  practices
• Avoid too many critics

Sprague
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Chapter 24
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Avoid Common Practice Pitfalls

• Avoid over preparation
• Avoid self-consciousness rather than audience
  consciousness

Sprague
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Chapter 24
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Adapting to the Speech Situation

• Chapter 28

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Prepare Adapt to Audience Reactions

• If your audience seems bored or restless
• If you are not getting the agreement from the
  audience you expected

Sprague
40
Chapter 28
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Prepare Adapt to Audience Reactions

• If your audience is less informed that you
  expected
• If your audience is more informed than you
  expected

Sprague
41
Chapter 28
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Prepare Adapt to Audience Reactions

• If you audience is more heterogeneous than you
  expected

Sprague
42
Chapter 28
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Take Steps to Prevent Distractions

• Check for possible sources of distractions
• Ignore low level distractions in your speech
• Incorporate distractions into your speech

Sprague
43
Chapter 28
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Take Steps to Prevent Distractions

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

Sprague
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Chapter 28
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Responding to Hecklers

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

Sprague
45
Chapter 28
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Answering Questions

• Chapter 29

47
Answering Questions

• Come prepared
• Invite answer audience questions
  straightforwardly

Sprague
47
Chapter 29
48
Manage Self-Indulgent Questioners

• 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

Sprague
48
Chapter 29