1. Speaking To Persuade & Appendix B – Sample Speech
HCOM 100
Instructor Name

2. PREVIEW Speaking to Persuade
Persuasion Defined
Motivating Your Audience
Selecting and Narrowing Your Persuasive Presentation Topic
Organizing Your Persuasive Messages
Strategies for Persuading Your Audience
How to Adjust Ideas to People and People to Ideas

3. Persuasion Defined
Persuasion is the process of attempting to change or reinforce attitudes, beliefs, values, or behavior.
The persuasive speaker invites listener to make a choice, rather than just offering information about the options.
The persuasive speaker asks the audience to respond thoughtfully to the information presented.
The persuasive speaker intentionally tries to change or reinforce the listeners’ feelings, ideas, or behavior.

4. Motivating Your Audience
Motivating with dissonance
Cognitive dissonance occurs when you are presented with information that is inconsistent with your current thinking or feelings.
Motivating with needs
Maslow’s Hierarchy
Physiological
Safety
Social
Self esteem
Self-actualization

5. Motivating Your Audience
Motivating with Fear Appeals
Threat to family members
Credibility of speaker
Perceived “realness” of the threat
Motivating with Positive Appeals
Promising that good things will happen if the speaker’s advice is followed.

6. Selecting and Narrowing Your Persuasive Topic
Who is the Audience?
What is the Occasion?
What are my interests and experiences?
Brainstorming
Scanning Web Directories and Web Pages
Listening and Reading for Topic Ideas

7. Identifying Your Persuasive Purpose
General Purpose
Persuade
Specific Purpose
Attitude (learned predisposition to respond favorably or unfavorably)
Belief (sense of what is true or false)
Values (enduring conception of right and wrong)

8. Developing Your Central Idea as a Persuasive Proposition
A proposition is a statement with which the speaker wants their audience to agree.
Proposition of Fact
True/False
Proposition of Value
Judge worth or importance of something
Proposition of Policy
Advocates specific action, includes “should”

9. Strategies for Persuading Your Audience
Pronounced: (Zer Vesel)
Ethos: Establishing Your Credibility
An audience’s perception of the speaker’s competence, trustworthiness, dynamism
Charisma
Initial, derived, terminal

10. Strategies for Persuading Your Audience
Logos: Using Evidence and Reasoning
Proof consists of both evidence and the conclusions you draw (reasoning)
Inductive reasoning
Arrives at a general conclusion from specific instances
Reasoning by analogy
Deductive reasoning
Reasoning from a general statement to reach a specific conclusion
Causal reasoning
Relate two or more events in such a way as to conclude that one or more of the events caused the others

11. Logical Fallacies Causal Fallacy Bandwagon Fallacy Either-Or Fallacy
Hasty Generalization
Personal Attack
Red Herring
Appeal to Misplaced Authority
Non Sequitur

12. Strategies for Persuading Your Audience
Pathos: Using Emotion
Emotion-arousing verbal messages
Concrete illustrations and descriptions
Nonverbal messages

13. Organizing Your Persuasive Messages
Problem and Solution
Cause and Effect
Refutation
An organizational strategy by which you identify objections to your proposition and refute them with arguments and evidence

14. Organizing Your Persuasive Messages
Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization (positive and negative)
action

15. How to Adapt Ideas to People and People to Ideas
The Receptive Audience
Identify with your audience
Be overt in stating your speaking objective
Use emotional appeal
The Neutral Audience
“hook” them with introduction
Refer to universal beliefs and concerns
Show how the topic affects them
Be realistic

16. How to Adjust Ideas to People and People to Ideas
The Unreceptive Audience
Don’t immediately announce your persuasive purpose
Advance your strongest arguments first
Acknowledge opposing points of view
Be realistic

17. Appendix B – Sample Speech
Persuasive Example:
Prosecutorial Abuse

18. Prosecutorial Abuse Example Persuasive Speech
Intro
Attention Getter
Propositional Statement
Preview of all main points
Transition
Body
Need/Problem
Point One
Evidence
Point Two
Evidence
Transition
Point Three
Conclusion
Restate Proposition
Call to action
Review of main points
Restate Attention-getter
Page 418: Let’s discuss and evaluate this persuasive speech, called “Prosecutorial Abuse”
Intro
Attention Getter: 1st paragr. (story) Bakersfield, California – District Attorney, Ed Jagels – 90 men & women convicted were innocent.
Propositional Statement: Middle of 2nd paragr., page 418: “Prosecutorial abuse is a threat to…”
Preview of all main points: End of 2nd paragr., page 418: Charges against overzeoulous prosecutors, their motives and opportunity, and enable justice to prevail.
Transition: 3rd paragr., page 418: “Now, don’t get me wrong. I fully support prosecutors who do their part to uphold the law…”
Body
Need/Problem:
Point One: 4th paragr., page 418: “Tragically, the finding came too late…”
Evidence: New Orleans Times-Picayune, U.S. Bureau of Justice Statistics Website, and Convicted by Juries, Exonerated by Science.
Transition: 5th paragr., page 418: “So how is this relevant to you?”
Point Two: Last paragr., page 418 & 1st four paragrs. Page 419: “So how is this relevant to you?... We need to understand how and why prosecutorial abuse is an issue worth our individual consideration….”
Evidence: Fulton County Daily Report, Thomas Frisbie and Randy Garrett’s 1998 Victims of Justice book, PBS Frontline, The Death Penalty Information Center; The Chicago Daily Law Bulletin
Transition: 5th paragr., page 419: “ The injustice of prosecutorial abuse is…
Point Three: 5th paragr., page 419: “ …but where do we start?”
Evidence: Boston Globe
Transition: 6th paragr., page 419 “If the idea of capturing the public’s attention seems overwhelming to you, you’re not alone…”
Conclusion
Call to action: Middle of last paragraph, page 419: “So please take the time to write a short letter…”
Restatement of Proposition: 1st paragr., page 420: “Prosecutorial abuse is offensive to the very idea of justice.
Review of main points: Middle of 1st paragr., page 420: “…But by learning how and why…”
Restate Attention-getter: end of 1st paragr., page 420: “…the witch hunts…”

19. What questions do you have?
Homework:
1.) Reading?
2.) Turn in assignments?