Preparing and Delivering Persuasive Speeches

To prepare and deliver persuasive speeches, students should:

undertake an audience analysis conduct any research necessary create an introduction, main body, and conclusion for the talk consider an organizational pattern for the talk create an outline from which to speak rehearse alone and in front of others work to overcome their fear of speaking establish contact with the audience when they deliver their speeches Establish their presence as a speaker from the time they are introduced.

Note: Persuasive speaking is an area in which students should pay particular attention to ethical considerations. Persuasion can be self-serving (e.g., persuasive sales techniques). Sometimes speakers justify the use of unethical methods by convincing themselves they are right and know better than the audience. When a speaker asks audience members to alter their beliefs, opinions, or behavior, the speaker must be sure he or she is using facts and sound logic rather than unethical methods.

Purposes

Students are probably unaware of all the times they use persuasive speaking in the course of a day. Speaking to convince friends to watch one television program over another is an example of persuasive speaking. Sometimes people are frustrated by their inability to express themselves in order to convince others, even though they feel they have good reasons and sound arguments. This module will encourage students to become more confident in putting forward their points of view.

Students are exposed to the persuasive speaking of others on a daily basis as well (e.g., a television commercial in which a famous athlete tries to convince them to use a particular brand of shampoo). Politicians, spiritual leaders, sales people, and activists all use persuasive speaking as part of their daily communication activities.

This module will encourage students to develop their persuasive speaking abilities within ethical contexts. Through the exploration of persuasive techniques, they will also learn to be effective listeners and decision makers in response to the persuasive speaking of others.

Bringing About Change

Persuasive speakers plan to secure behavioral changes in their listeners by influencing thinking and motivating action. Persuasive speakers attempt to modify their listeners' attitudes and values, and alter their listeners' beliefs. Attitudes, values, and beliefs are interconnected, but differ in their meanings.

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Organizing for Persuasive Speaking

Choosing a Topic Students should keep the following three guidelines in mind when they are selecting a topic for their persuasive speech. Good topics are:

controversial clear Supported by evidence.

Stating the Proposition

Your proposition must be in the form of a declarative sentence which states a claim. There are four general types of propositions: propositions of fact, value, policy, and definition.

A fact claim is a statement about how things were in the past, how they are in the present, or how they will be in the future. A fact claim is not a fact; it only claims to be a fact. What makes it arguable is that the speaker has no direct way of establishing the truth of the claim. For example, "The Earth is round" is a proven fact. "In our right-handed world, left-handed people are discriminated against" is a fact claim. A persuasive speaker must provide arguments which build a case in favor of the claim, showing that the claim is probably true, or at least is more likely true than false.

Value claims are arguable statements concerning the relative merits of something which is measured subjectively (e.g., "Victoria is a better place to go for summer vacation than Calgary"). What makes a value claim arguable is that different people may disagree on the criteria used to evaluate something (e.g., weather, live entertainment, water sports). Differing value claims may be used to argue the value of a variety of topics (e.g., movies, styles of living, community organizations). Defending a value claim involves offering a set of criteria for consideration, defending the set of criteria as legitimate, and showing how applying the criteria justifies the claim.

A policy claim is a statement regarding the merits of one course of action as opposed to other courses of action. What makes a policy claim arguable is that, even though people and institutions may not be totally certain about the proper course of action to take, they still must act. To argue in defense of a policy claim is to state that, given the knowledge we have at the present time, it is best to act in the manner proposed rather than in some alternative way.

A definition claim is a statement telling how a particular word or phrase should be defined in a certain context. A definition claim is arguable because different people use the same word in contradictory ways. Therefore, the claims made by different people may also be contradictory, when these claims are based on their own special interpretations of word usage and meaning.

Principles of Persuasion

Students should keep the following principles in mind when they are preparing persuasive speeches:

People are more likely to change their behavior if the proposition asks for a small change rather than a large change in their lives (e.g., trying one vegetarian meal rather than becoming total vegetarians).

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People are more likely to consider changing their behavior if the change will benefit them more than it will cost them. Consider the costs to the audience in terms of money, time commitment, energy, and skill.

People are more likely to change their behavior if the change meets their needs. Needs vary in different communities, in different schools, and in different individuals.

People are more likely to change their behavior if suggested change is approached gradually in the talk. Move from arguments which the audience will find most acceptable to those which the audience will find more difficult to accept.

Using Persuasive Strategies

Three basic strategies used in persuasion are appeal to reason, appeal to audience emotion, and appeal to audience needs. Speakers should remember their ethical responsibilities and not use dishonest or misleading persuasive appeals.

Listening Critically to Persuasive Speaking

The critical listener raises certain questions concerning the meaning of what is said and the intention of the speaker. The critical listener analyzes the persuasive speech, yet withholds judgment until there is enough data for drawing conclusions. Some questions the critical listener might ask include:

What is this speaker's goal? Is the problem as important as this speaker says it is? Is there enough evidence presented to justify an acceptance of the speaker's claim? Are there pieces of evidence or arguments which have not been introduced? Has the speaker provided sources for the data which is presented? Does the speaker cover up the main issue through the use of less important examples or

details? Is the speaker sincere? Are the speaker's arguments logical? Has the speaker tried to manipulate me by appealing to certain emotions or needs that I have?

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