Persuasive SpeakingPersuasive Speaking

Introduction and OverviewIntroduction and Overview

Characteristics of persuasionCharacteristics of persuasion Types of persuasionTypes of persuasion Creating a persuasive messageCreating a persuasive message Building credibilityBuilding credibility

Characteristics of PersuasionCharacteristics of Persuasion

Definition: the process of motivating someone Definition: the process of motivating someone though communication, to change a belief, though communication, to change a belief, attitude of behavior.attitude of behavior.

Components of PersuasionComponents of Persuasion

Not coerciveNot coercive Usually incrementalUsually incremental

Social Judgment Theory: when members of an Social Judgment Theory: when members of an audience hear a persuasive argument they compare audience hear a persuasive argument they compare it to opinions they already hold.it to opinions they already hold.

So…present an opinion that falls within the So…present an opinion that falls within the latitude of noncommitment, then progress.latitude of noncommitment, then progress.

Components of Persuasion, cont.Components of Persuasion, cont.

InteractiveInteractive Example: Transactional Model of CommunicationExample: Transactional Model of Communication

Can be ethicalCan be ethical Ethical persuasion: communication in the best Ethical persuasion: communication in the best

interest of the audience that does not depend on interest of the audience that does not depend on false or misleading information to change an false or misleading information to change an audiences attitude of behavior.audiences attitude of behavior.

Types of PersuasionTypes of Persuasion

Type of propositionType of proposition FactFact

True vs. false, yes vs. noTrue vs. false, yes vs. no ValueValue

Opinions, beliefsOpinions, beliefs PolicyPolicy

Opinion and a specific course of actionOpinion and a specific course of action

Types of Persuasion, cont.Types of Persuasion, cont.

By desired outcomeBy desired outcome ConvincingConvincing

Change the way the audience Change the way the audience thinksthinks ActuatingActuating

Move the audience to a Move the audience to a specific behaviorspecific behavior

Types of Persuasion, cont.Types of Persuasion, cont.

By directness of approachBy directness of approach Direct vs. indirect persuasionDirect vs. indirect persuasion

Creating the Persuasive MessageCreating the Persuasive Message

Set a clear, persuasive purposeSet a clear, persuasive purpose Structure the message carefullyStructure the message carefully

1. Describe the problem1. Describe the problem 2. Describe the solution2. Describe the solution 3. Describe the desired audience response3. Describe the desired audience response

Use solid evidenceUse solid evidence

Creating the Persuasive MessageCreating the Persuasive Message

Avoid fallacies: an error in logicAvoid fallacies: an error in logic Ad hominem: attack on the person instead of the Ad hominem: attack on the person instead of the

argumentargument Reduction to the absurd: taking arguments to the Reduction to the absurd: taking arguments to the

extreme; exaggeratingextreme; exaggerating Either-or: sets up false alternatives; reject one and Either-or: sets up false alternatives; reject one and

the other followsthe other follows Post-Hoc: one event causes anotherPost-Hoc: one event causes another Appeal to authorityAppeal to authority Bandwagon appealBandwagon appeal

Building Credibility as a SpeakerBuilding Credibility as a Speaker

““A good man speaking well.”A good man speaking well.”

QuintillionQuintillion

Building Credibility as a SpeakerBuilding Credibility as a Speaker

AristotleAristotle Logos: logic, clear argumentsLogos: logic, clear arguments Ethos: credibilityEthos: credibility Pathos: appeal to emotionPathos: appeal to emotion

Building Credibility as a SpeakerBuilding Credibility as a Speaker

Credibility definedCredibility defined BelievabilityBelievability Based on perception only, not realityBased on perception only, not reality

3 C’s3 C’s Competence: speakers expertiseCompetence: speakers expertise Character: trustCharacter: trust Charisma: enthusiasm and likeabilityCharisma: enthusiasm and likeability

Gass & Seiter (2003) on CredibilityGass & Seiter (2003) on Credibility

Be preparedBe prepared Use proper citationsUse proper citations

For both other sources and yourselfFor both other sources and yourself Be honest and sincereBe honest and sincere

Display goodwillDisplay goodwill Communicate assertivelyCommunicate assertively

Avoid powerlessnessAvoid powerlessness