Communicating for Results
9e
14Key Ideas
•Meaning of persuasion•Types of persuasive presentations•Persuasive theories•Preparing a persuasive speech•Successful persuasive presentations
Persuasive Presentations:Individual or Team
1Copyright Cengage © 2011
Consider this . . .Consider this . . .
We live in a world in which persuasion We live in a world in which persuasion and the power to persuade are of and the power to persuade are of extraordinary importance . . . When extraordinary importance . . . When we list “freedom of speech” first we list “freedom of speech” first among our rights as citizens among our rights as citizens guaranteed by the Constitution, we guaranteed by the Constitution, we remind ourselves of the right to remind ourselves of the right to speak, to write, to express ourselves, speak, to write, to express ourselves, and to have access to their words and and to have access to their words and ideas of others as fundamental ideas of others as fundamental principles upon which our way of life principles upon which our way of life is founded. is founded.
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Williams & Cooler, Power Persuasion, Alistair, 1002, p. 3
The Washington Post
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. 407-408)? How can we protect ourselves from this type of persuasion?
Rough Guides/Alamy
Cook Case StudyCook Case Study
Persuasion definedPersuasion defined
Definition: Persuasion is communication intended to influence choice. (Brembeck & Howell, 1976 p. 19)
Persuasion involves IntentionalityInfluence not forceSetting limits on acceptable choices
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Types of persuasive presentationsTypes 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
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20
03
Laura
Farr
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MA
Pre
ss
Factors Persuasion theoryFactors Persuasion theory
Logos – Evidence and logic of the message
Ethos – Credibility of the persuaderPathos – Listener Psychological
needs Opinions – held by key people in the
audience
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Persuasion theoriesPersuasion theories
Information-Integration theoryConsistency theoriesElaboration-Likelihood theorySocial Judgement theory
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Information-Integration theoryInformation-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
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Consistency theoriesConsistency theories
People prefer consistency and feel threatened by inconsistency
TheoriesCognitive Dissonance (Leon Festinger)Attitude beliefs and values (Milton
Rokeach)
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Elaboration Likelihood theoryElaboration Likelihood theory
Probability listeners will evaluate arguments critically
Respected theorists – Richard Petty and John CacioppoPeople use Central Route (elaborate
carefully and critically)People use Peripheral Route and
decide quickly
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Social Judgment theorySocial 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
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Factors that influence evidenceFactors that influence evidence
Ability to identify evidence in the speech
Acceptance of the evidenceInvolvement with the topicUse of logical sounding phrasesNew or novel evidencePerceived credibility of the speaker >
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Factors that influence evidence Factors that influence evidence (Cont)(Cont)
Citing sourcesCiting source qualificationsCiting firsthand evidence
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Methods of using EvidenceMethods of using Evidence
Method 1Method 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
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Persuasive PresentationsPersuasive PresentationsOutside the organization
Method 3 • Assertion+Evidence+Source Qualifications
Method 4• Assertion+Firsthand evidence
Inside the organizationMethod 1• Assertion+Evidnce+Source
Method 4• Assertion+Firsthand evidence
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Presenting one side of argumentPresenting one side of argument
Already agree with proposal Know little about topic Are asked to take immediate
action Are unlikely to hear other side
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Present Present one sideone side when listeners . . when listeners . . .
One Side
Presenting both sides of argumentPresenting both sides of argument
Are knowledgeable Already disagree Likely to hear both sides Agree, but new to position or
belief
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Present Present both sidesboth sides when listeners . . when listeners . . .
Side #1 Side #2
Inoculation TheoryInoculation 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
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Fallacious reasoningFallacious 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
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Factors of speaker credibilityFactors of speaker credibility
Topic involvementListeners who have low involvement
persuaded by speaker expertiseVery involved listeners persuaded by
argument qualityAudio/Video mode
Listener persuaded by speaker credibilityIn Print Mode listener persuaded by data
and quality of the evidence
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Factors of speaker credibilityFactors of speaker credibility
Email or Internet messagesListeners persuaded by speaker
credibilityWhen message uses emotional appeal
and appeals to listener values instant ethos occurs
Audience and speaker similarityEnhances trustworthinessSpeaker judged as more competent
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Elements of speaker credibilityElements of speaker credibility
Trustworthiness Competency Dynamism Objectivity Organizational rank
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Improving speaker credibilityImproving 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
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Improving speaker credibilityImproving 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
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Credibility, Fraud and the InternetCredibility, Fraud and the Internet
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
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Internet fraud based on the following “click-whir” responses . . .Internet fraud based on the following “click-whir” responses . . .
PhysiologicalPhysiological
SafetySafety
SocialSocial
Self-esteemSelf-esteem
Self-actualizationSelf-actualization
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
Audience InvolvementAudience 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
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Opinions of key leadersOpinions of key leaders
Better educated & influential More knowledgeable in important
areas More likely to converse
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Opinions leaders are . . . Opinions leaders are . . .
NO
VA
Develo
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ent
Making persuasive presentationsMaking 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
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Making persuasive presentationsMaking 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
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Making persuasive presentationsMaking persuasive presentations
Decide how to organize for best effectOrganizational Patterns
ClaimCausalProblem-SolutionCriteria SatisfactionComparative AdvantagesMotivated Sequence
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Claim PatternClaim Pattern
I. Claim 1I. Claim 1
II. Claim 2II. Claim 2
III. Claim 3III. Claim 3
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Causal PatternsCausal Patterns
I.I.Cause I. Cause I. Cause Cause
II.II.Effect OR II. Effect OR II. EffectEffect
III.III.Solution III. Solution III. ActionAction
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Criteria SatisfactionCriteria Satisfaction
I.I.Any plan must meet the Any plan must meet the following necessary criteria following necessary criteria
II.II.Solution X does (or doesn’t Solution X does (or doesn’t meet) the criteriameet) the criteria
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Comparative Advantages patternComparative Advantages pattern
I.I.Plan X is Plan X is ineffectiveineffective
II.II.Plan Y is SuperiorPlan Y is Superior
OROR
I.I.Plan X is averagePlan X is average
II.II.Plan Y is far Plan Y is far betterbetter
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Motivated SequenceMotivated Sequence
I. Attention StepI. Attention Step
II. Need StepII. Need Step
III. Satisfaction StepIII. Satisfaction Step
IV. Visualization IV. Visualization StepStep
V. Action StepV. Action Step
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Effective team presentationsEffective team presentations
Content: Organized, supported, & smooth
Visuals: Creative, professional, & effective
Delivery: Smooth, polished, & dynamic
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Adapting team presentations to mediaAdapting 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
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Communicating for Results
9e
14Key Ideas
•Meaning of persuasion•Types of persuasive presentations•Persuasive theories•Preparing a persuasive speech•Successful persuasive presentations
Persuasive Presentations:Individual or Team
45Copyright Cengage © 2011