1. Informing and Persuading1

2. Learning Objectives
Discuss the importance of professional excellence in public speaking
Career Readiness Defined
Case: CBC Federal Credit Union
Define the purpose of a presentation
Design an informative speech
Design a persuasive speech
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3. Introduction
When you present a speech, you have a short time to capture your audience:
You can tell a captivating story
You can show a gripping photo
You can use a powerful quote
You can play a short video
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4. Introduction
Developing presentational skills will help you excel in your career
Some fear public speaking
Some do not enjoy public speaking
Aristotle shared the basics over 2,000 years ago
Presentational excellence enhances your professional excellence
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5. Presenting with Excellence
Effective oral communication skills are essential to excel in leadership
Leaders give product presentations, informal and formal presentations, press conferences, and speak at special events
Leaders give presentations to motivate and communicate business goals
Presentational excellence is required
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6. Identify Opportunities and Purposes
Presentation Opportunities
Learn to look for opportunities
Formal presentations are the traditional presentation settings
Opportunity presentations
Needs the same preparation
Example – team huddles
Informal or impromptu opportunities tempt people to not prepare
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7. Communication in Context
CBC Federal Credit Union

8. CBC Organization Changes
A “realignment”, rather than “re-org”
Fulfill our commitment to our member to make it easy / right / personal
Streamline our staff and member-facing processes
Create the next level of sales & service culture that inspires staff and members
CBC Leadership Meeting - April 19th, 2016

9. CBC Organization Challenge
We must create successful opportunities for staff and leaders to grow and develop
Develop leaders by shifting into new challenges & opportunities
Ensure succession planning exists throughout leadership structure
Continue to build out senior and mid-management team
CBC Leadership Meeting - April 19th, 2016

10. CBC Organization Change
Actions moving forward:
United support around change
Build transition plans –
Functional details (who does what)
Job descriptions
Performance plan transitions
Resource plans
Develop staff communications and change management plan
CBC Leadership Meeting - April 19th, 2016

11. Identify Opportunities and Purposes
General Purpose
Presentations have two purposes –
Informative speeches present facts
Persuasive speeches advocate or present an argument
Passive agreement ― trying to get audience to agree or disagree with a position
Active agreement or call to action – trying to persuade audience to take action
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12. Identify Opportunities and Purposes
Specific Purpose
Specific purpose is a declarative sentence telling the listeners what you want them to understand, know, or believe by the end of the speech
You might revise this specific purpose as you research and write your speech
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13. Speaking to Inform
Similarities and Differences Between Informative and Persuasive Speeches
Informative speeches present facts and strive to be objective
Persuasive speeches use all three of Aristotle’s appeals – ethos, logos, pathos
Informative speeches use only ethos and logos appeals
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14. Speaking to Inform Ethos
Ethos – your credibility as a presenter and the credibility of your information
Quintilian, Roman philosopher and educator, viewed credibility as essential to rhetoric
Quintilian defined rhetoric as “a good man speaking well”
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15. Speaking to Inform Logos
Logos – refers to the words of a presentation in the context of the organization and supporting information
Informative presenters should view themselves as teachers
Teachers research, analyze – and then present an organized presentation
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16. Speaking to Inform Strategies for Informing With Excellence
Build the speech in the correct manner
General purpose – to inform
Specific purpose – clear and specific
Analyze audience and context
Introduction and conclusion have correct parts
Clear and easy to follow organizational structure
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17. Speaking to Inform Strategies for Informing With Excellence
Take into account other variables
Make sure that you are informing and not persuading
Pay attention to the audience’s level of knowledge and understanding
Incorporate a variety of supporting material such as examples, quotes, and statistics
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18. Speaking to Persuade
Persuasive Speeches Use All of Aristotle’s Appeals
To persuade an audience:
Demonstrate ethos – your expertise, cite sources, establish common ground
Demonstrate logos – logical organization and supporting information
Demonstrate pathos – you are an attorney making an argument
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19. Speaking to Persuade Types of Reasoning
Inductive reasoning – use individual examples and information to build toward a generalization
Casual reasoning – cause and effect relationship
Know and mention other possible causes
Explain why those are wrong and yours is correct
Inoculates audience before they consider them
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20. Speaking to Persuade Types of Reasoning
Deductive reasoning – use general information to draw a specific conclusion
Often described as a syllogism
Major premise, Minor premise, Conclusion
Must make sure the Major and Minor premises are accurate
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21. Speaking to Persuade Types of Reasoning
Analogical reasoning – reasoning from analogies
Cognitive dissonance – occurs when a person holds two ideas that contradict each other
When pointed out, causes discomfort
Individual looks for ways to reduce the contradiction
Speaker must then offer solution to resolve the contradiction
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22. Speaking to Persuade Pathos Pathos refers to emotional appeal
If a speech has strong pathos but lacks ethos and/or logos, the speech is not effective
When using pathos, select words that have a strong emotional connotation or implied meaning
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23. Speaking to Persuade Strategies for Persuading With Excellence
Build the speech in the correct manner
General purpose – to persuade
Specific purpose – clear and specific
Analyze audience and context
Introduction and conclusion have correct parts
Clear and easy to follow organizational structure
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