Public Communication1 Focus Questions 1. What is public speaking? 2. Do ordinary people do much public speaking? 3. How do speakers earn credibility? 4. How do credible speakers organize and support their ideas? 5. Do many people experience speaking anxiety? 6. How can you be a critical listener of public communication?

Public Communication2 Steven Jobs ’ Stanford Commencement Address 14:55

Public Communication3 Public communication as enlarged conversation (James Winans, 1938) Public communication as enlarged conversation (James Winans, 1938) –Preparation time –Turn-taking delay Public speaking in everyday life Public speaking in everyday life –Personal satisfaction to give voice –Being effective citizens –Linking to professional success

Public Communication4 Types of Public Speeches Speaking to entertain Speaking to entertain –To engage, interest, amuse listeners –May include information about occasion –Humor and offense –Narrative speaking (story-telling) Speaking to inform Speaking to inform –To increase listeners ’ understanding, awareness –May take form of demonstration Speaking to persuade Speaking to persuade –To change attitudes, beliefs, behaviors 相聲：廉潔政府 10:00

Public Communication5 Features of Public Speaking Greater responsibility to plan and prepare Greater responsibility to plan and prepare –Evidence –Reasoning –Structure of ideas –Delivery practice Less direct interaction Less direct interaction –Speaker dominates –Listeners still participate “ actively ”  Nodding, smiling, facial expressions …

Public Communication6 Planning and Presenting Effective public speaking is a process, not an isolated event. The process begins with understanding of credibility and ways to earn it. Effective public speaking is a process, not an isolated event. The process begins with understanding of credibility and ways to earn it. Earning credibility Earning credibility –Listener believing in a speaker and trust what is said –Based on listeners perceptions of speaker ’ s position, authority, knowledge, dynamism, and trustworthiness –Initial credibility: Titles, experience, achievements –Derived credibility: During presentation –Terminal credibility: Cumulative combination of two above

Public Communication7 Preparing and Presenting 1. Planning Public Speeches 2. Researching and Supporting Public Speeches 3. Organizing Speeches 4. Developing Effective Delivery (see next slides for each point)

Public Communication8 Planning Public Speeches Selecting a topic Selecting a topic –Topic that you care about –Appropriate to listeners –Appropriate to situation –Limited in scope Defining the purpose Defining the purpose –General and specific purpose Developing the thesis Developing the thesis –Clear thesis statement – “ I want listeners to buckle up. ”

Public Communication9 Researching and Supporting Public Speeches Evidence Evidence –To make ideas more clear, more compelling –To fortify speakers opinions (more persuasive) –To heighten speaker ’ s credibility –Effectiveness depends on whether listeners accept. –Five forms of evidence:  Statistics, Examples, Comparisons, Quotations, Visual aids

Public Communication10 Researching and Supporting Public Speeches Checking on evidence Checking on evidence –Statistics still valid? –Quoted person ’ s personal interest (biased?) –Quoted person an expert? (Halo effect --- outside one ’ s expertise) –Example representative? –Comparison fair? –Visual aids clear?

Public Communication11 Organizing Speeches Effectiveness can be increased: Effectiveness can be increased: –Structure - Ideas coming in some order –Organized speech more persuasive than disorganized one –Organization reflects preparation and enhances credibility. Organization: Organization: –The introduction –The body –Conclusion –Transitions (therefore … ; so … ; let me summarize … )

Public Communication12 Organization of Speech The introduction The introduction –To capture attention, state the thesis, preview the claims The body of the speech The body of the speech –To organize content into related points –Temporal (time, chronological) pattern –Spatial pattern (physical relationships) –Topical (classification) pattern, star structure –Wave pattern (repetition with variation or extension of theme) –Comparative pattern –Problem-solution pattern –Cause-effect; effect-cause pattern –Motivated sequence pattern: Order of human thought (next slide)

Public Communication13 Organization of Speech Motivated sequence pattern: 5 sequential steps Motivated sequence pattern: 5 sequential steps –Attention step –Need step –Satisfaction step (solution) –Visualization step (imagination, envision) –Action step (recommendation)

Public Communication14 Organization of Speech Conclusion Conclusion –A good speech ends on a strong note. –Summarizing main ideas –Leaving a memorable final ideas Transitions Transitions –Moving from one idea to another –Words, phrases (Stay hungry, stay foolish!)

Public Communication15 Developing Effective Delivery Dynamism and Speaker ’ s credibility Dynamism and Speaker ’ s credibility Oral style should be more personal than written: I vs. The speaker Oral style should be more personal than written: I vs. The speaker Eye contact Eye contact Immediacy; short sentences rather than long ones Immediacy; short sentences rather than long ones Rhetorical questions, interjections ( 感嘆 詞 ), redundancy Rhetorical questions, interjections ( 感嘆 詞 ), redundancy

Public Communication16 Four Styles of Delivery Impromptu delivery Impromptu delivery –Little or no preparation; not for novice speaker Extemporaneous delivery Extemporaneous delivery –Substantial preparation; relying on notes not exact words; politician, attorney Manuscript delivery Manuscript delivery –Presenting written manuscript; precision Memorized delivery Memorized delivery –Presenting memorized text; risk of canned delivery lacking dynamism; forgetting

Public Communication17 Challenges in Public Speaking Understanding and controlling anxiety Understanding and controlling anxiety –Causes of communication apprehension (next slide) –Reducing communication apprehension Adapting to audiences Adapting to audiences –Learning about listeners –Tailoring speeches to listeners Listening critically to speakers Listening critically to speakers –Four checking questions (p. 321)

Public Communication18 Understanding Anxiety Causes of apprehension Causes of apprehension –Unfamiliar with people (audience) –Uncertain situations –Being in the spotlight –Being evaluated –Past failure –Chronic; Learned apprehension

Public Communication19 Reducing Anxiety Methods of reducing apprehension Methods of reducing apprehension –Systematic desensitization  Relax and reduce psychological features (breath) –Cognitive restructuring  Identify and challenge negative self-statement –Positive visualization  Enact positive mental pictures in speaking situation –Skills training