1. Effective Communication
Prepared by Siti Rokiah Siwok for UHS 2052 students at UTM, Skudai, Malaysia.

2. Public Communication

3. Speech Preparation Selecting a topic Connecting with the audience
Gathering and Using Information
Organizing and Outlining the speech

4. Overview of a speech Topic Scope Objectives Contents Presentation aids
Supporting Materials

5. Connecting with the audience
To connect with the audiences, need to learn about them.
By learning about the audience , the speaker can make the topic relevant to the audiences.

6. Audience Analysis Understanding the audience’s point of view.
Captive versus voluntary audience
Key audience information such as:
Demography
Values related to the topic and to the situation.
Attitudes
Beliefs
Knowledge Level

7. Supporting and clarifying ideas
Audiences generally accept information because of the credibility of the speaker or because of the information itself.
Thus a statement by a well-known person will be more likely to be accepted by an “ordinary” person.
However, most audiences will want to hear proofs before they accept the statements made.

8. Supporting and clarifying ideas
Points to support a point or to clarify an idea can be presented in the form of :
Definitions
Testimonies
Statistic
Examples
Illustrations
Story and narrative
Analogies
Cause and effect
Symptoms
Restatements
*(The above methods may overlap)

9. Supporting and clarifying ideas
Here are elaborations of a number of methods to support and clarify ideas:
TESTIMONIES
These are the opinions or conclusions of witnesses or recognised authorities. The value of the testimony is both related to the audiences’ opinions and to the speaker presenting it.
Testimonies add trustworthiness to what the speaker says, especially if the speaker is not established yet.
Speaker’s own experience can be a source for testimonies.
Testimonies can either support or clarify ideas, or both.

10. Supporting and clarifying ideas
EXAMPLES
Examples are simple incidents or models to clarify points; useful when the topics are complex or unfamiliar to the audience. There are three (3) kinds of examples, namely:
Illustrations
Analogies
Restatements

11. EXAMPLES (continuation)
Illustrations.
These are extended examples in the forms of incidents or anecdotes or narratives; and making them striking and memorable.
Gives the information for meaning
Can be factual or hypothetical
Hypothetical illustration can be very effective is listeners are involved.

12. EXAMPLES (continuation)
2. Analogies
Giving an analogy is giving a comparison between two things that are similar in some basic characteristics .
Can be used to clarify the unknown using the known.
There are two types of analogy, namely figurative analogy and literal analogy.
Most presentations allow the use of analogies

13. EXAMPLES (continuation)
3. Restatements
These are repetition to reinforce ideas, using different words, or the same words in different ways.
May be in the forms of summary, synonym or rephrasing.
Add clarity, enhance meaning and increase the impact of previous statements.
May be used in rhythmic form too.

14. Types of Speeches Informative Persuasive Informative Speeches
Persuasive Speech
To increase knowledge.
Can be presented with or without persuasion.
To change attitudes and behaviour.
Has to be presented with information, in order to persuade.

15. Presenting your speech
Use of appropriate language.
Use appropriate intonation.
Appropriate non-verbal behaviour.
Manage emotion and anxiety.
Observe ethics.
Keep up your credibility.

16. Language Effective and appropriate use of language includes:
Using your own style.
Congruence between the language and the style used.
Use active sentences.
Use simple language.

17. Persuasive Speeches
Persuasion is a communication process, involving verbal and non-verbal messages, that attempts to reinforce or change listeners’ attitudes, beliefs, values or behaviors( Seiler and Beal, 2008 page 320).
The effect of persuasion occurs over time, that is not immediately.
The effect of persuasion can be manifested in adoption, continuance, discontinuance or deterrence of actions.

18. Credibility
Credibility is the most valuable tool for a persuasive speaker.
Credibility is the “believability” that the audience holds towards you.
The audience is the judge to credibility, but there is a lot that the speaker can do to influence the audience opinion.
Credibility includes competence, character and charisma.
The key is to establish yourself from the very beginning of the speech as a person worth listening to.

19. Credibility: competence
Competence will be judged by the amount of knowledge, the degree of involvement and the extent of experience.
The more expertise shown in your area, the more likely the audience will accept what is being said.
Ways to demonstrate expertise:
Demonstrate involvement
Relate experience
Cite research

20. Credibility: character
Audience judge the speaker’s character based on their perceptions of:
Trustworthiness
Trustworthiness is reliability and dependability. Past experience play a role too.
Ethics.
Can be achieved by citing sources and citing accurately, not distorting or alter information or facts and show respect for the audience.

21. Credibility: ethics Respect your audience.
Some jokes but not too much.
Avoid conflict with the audience.
Moderate in all things
Don’t call names or talk bad about anybody.
If sensitive issues have to be said, say them in the best manner, such as using analogy.

22. Credibility: charisma
Charisma is the appeal that the audience perceives.
Some characteristics of charismatic speakers are: genuinely interested in the audience, energetic and enthusiastic, attractive and likeable.
Charismatic speakers are able to engage the audience.

23. Q & A
Questions can be asked by the audience during the speech or after the speech.
It is also possible that the speaker asks questions. S/he can answer them or let the audience answer-depends on the purpose of the question.
Unless they are meant to be provocative, it is ethical to answer all questions asked by the audience.

24. Responses to questions
Questions and answer sessions can be opportunities for the speaker to reinforce important points.
Answers to the questions can increase the speaker’s credibility, to add information or to highlight some points which have been missed during the presentation
Watch out, and be ready for ‘killer questions”.

25. Responses to questions
Let not questions control the whole presentation.
Avoid irrelevant issues or issues which are too technical, which quite likely to bore the audience.
Keep to your time given.

26. Caution
There are lots more.
Please go on reading and learning.

27. Main Reference
Seiler, W. J and Beall, M. L ( 2008). Communication. Making Connections ( 7th ed). Boston: Pearson