Communicating for Results Seventh Edition Cheryl Hamilton Ph

Communicating for Results Seventh Edition Cheryl Hamilton, Ph. D.

Chapter 14 - Persuasive Presentations 14 Opening Quotation Copyright © 2005 Wadsworth 2

Chapter 14 - Persuasive Presentations Persuasion Defined “Persuasion is communication intended to influence choice. ” --It is intentional --It involves influence, not force “To persuade is to limit the options that are perceived as acceptable” Brembeck & Howell Copyright © 2005 Wadsworth 3

Chapter 14 - Persuasive Presentations Types include. . . Speech to convince-- asks audience to believe you / agree with you Speech to actuate-- asks audience to take a Microsoft Image particular action Copyright © 2005 Wadsworth 4

Chapter 14 - Persuasive Presentations Persuasive Theories See Table 14. 1 for specifics. . . Information-Integration Theory Consistency Theories Elaboration Likelihood Theory Microsoft Image Social Judgment Theory Copyright © 2005 Wadsworth 5

Chapter 14 – Persuasive Presentations Persuasive Factors & e c n e id v E gic lo Opi n Key ions o Peo f ple Psychological Needs Credibility All 4 are needed for persuasion. . . Copyright © 2005 Wadsworth 6

Chapter 14 - Persuasive Presentations Evidence & Logic Defined Evidence-- factual statements & opinions originating from source other than speaker. Logic-- orderly thinking which connects the various pieces of evidence together. Copyright © 2005 Wadsworth 7

Chapter 14 - Persuasive Presentations Evidence & Logic Methods of using evidence include. . . Method 1: Assertion plus evidence plus source Method 2: Assertion plus evidence Method 3: Assertion plus evidence plus source plus qualifications of source Method 4: Assertion plus firsthand experience Copyright © 2005 Wadsworth 8

Chapter 14 - Persuasive Presentations Evidence & Logic Used outside the organization. . . Method 3: Assertion + evidence + source + qualifications of source Method 4: Assertion + firsthand experience Used inside the organization. . . Method 4: Assertion + firsthand experience Copyright © 2005 Wadsworth Microsoft Image Method 1: Assertion + evidence + source 9

Chapter 14 - Persuasive Presentations Evidence & Logic Present one side of argument when. . . Listeners already agree with proposal Listeners know nothing of topic You want listeners to act immediately Little chance audience will hear other side One Side Copyright © 2005 Wadsworth 10

Chapter 14 - Persuasive Presentations Evidence & Logic Present both sides of argument when. . . Listeners are knowledgeable Listeners already disagree Likely listeners will hear both sides Listeners agree but new to position and belief Both sides Copyright © 2005 Wadsworth 11

Chapter 14 - Persuasive Presentations False Reasoning Ad hominem--attacking person not argument Ad populum--everyone knows idea is right Ad Ignoratiam--can’t prove wrong; must be right Begging the question--it is because it is Hasty generalization--based on too few examples Post hoc--B followed A; therefore, A caused B Slippery slope--one bad step leads to another Copyright © 2005 Wadsworth 12

Chapter 14 - Persuasive Presentations Credibility of Speaker Results from the following basic elements. . . Trustworthiness Competency Dynamism Organizational rank Copyright © 2005 Wadsworth Microsoft Image Objectivity 13

Chapter 14 - Persuasive Presentations Credibility & the Internet fraud based on the following “click-whir” responses. . . Reciprocation—feel obligated to reciprocate Commitment & consistency—defend decisions Social proof—if others do it, it must be alright Likeability—more influenced by people we like Scarcity—value scarce items more Copyright © 2005 Wadsworth with Microsoft Image Authority—influenced by those authority 14

Chapter 14 - Persuasive Presentations Psychological Needs Maslow’s basic hierarchy of needs. . . Self-actualization Esteem Social Listener’s concern Safety Successful approach Successful speakers relate evidence & arguments to at least two specific audience needs Physiological Copyright © 2005 Wadsworth 15

Chapter 14 - Persuasive Presentations Awareness Check Identifying Basic Needs . . . Check answers at back of book Copyright © 2005 Wadsworth 16

Chapter 14 - Persuasive Presentations Opinions of Key Listeners Opinions leaders are. . . Better educated & influential More knowledgeable in important areas Microsoft Image More likely to converse Copyright © 2005 Wadsworth 17

Chapter 14 - Persuasive Presentations Persuasive Preparation Steps include. . . 1. 2. 3. 4. 5. 6. 7. 8. Copyright © 2005 Wadsworth Analyze audience Write purpose as position statement Analyze your credibility Research topic Select best organizational pattern Complete outline or storyboards (to check supports, introduction & conclusion) Make sure presentation ethical Practice using visual aids 18

Chapter 14 – Persuasive Presentations Attitude Poll Use poll to survey attitudes of audience well before presentation. . . Topic: Position statement: Strongly Disagree Copyright © 2005 Wadsworth Disagree No Opinion Agree Strongly Agree 19

Chapter 2 - Organizational Communication Persuasive Patterns Select & prepare one of the following organizational patterns. . . Claim Causal Problem-Solution Criteria Satisfaction Microsoft Image Comparative Advantages Motivated Sequence (Click for samples) Copyright © 2005 Wadsworth 20

Chapter 2 - Organizational Communication Claim Pattern Topic: Prison reforms needed $20 billion per year spent on prisons Too much money wasted on recreation Inmate lawsuits clogging courts End to prison resort status needed (Inductive reasoning used) Copyright © 2005 Wadsworth 21

Chapter 2 - Organizational Communication Causal Pattern Topic: Overwhelmed Americans Complex society overwhelming [cause] Total exhaustion--the result [effect] Taking control--the solution [action] (Click for next pattern) Copyright © 2005 Wadsworth 22

Chapter 2 - Organizational Communication Problem-Solution Pattern Topic: Auto-alcohol-related accidents Many alcohol-related accidents [problem] Workable solutions to DWI problem [solutions] Immediate action needed [Action] (Click for next pattern) Copyright © 2005 Wadsworth 23

Chapter 2 - Organizational Communication Comparative. Advantages Topic: Aid to Russia Current programs ineffective Bartering superior (Click for next pattern) Copyright © 2005 Wadsworth 24

Chapter 2 - Organizational Communication Criteria-Satisfaction Topic: Health Care Reform Workable plans must meet 6 principles: (criteria) --Security for all --Physician choice --Continuous care --Affordability --Comprehensive coverage --Ease of use Senator Markum’s plan meets all 6 criteria (plan & criteria compared) Copyright © 2005 Wadsworth 25

Chapter 2 - Organizational Communication Motivated Sequence Topic: “Bottle Bill” by Senator Hatfield Attention: What actions lead to listed benefits Need: Pressing problems covered Satisfaction: Reasons why bill will solve problems Visualization: Benefits of similar bills on state level Action: Specific actions outlined Copyright © 2005 Wadsworth 26

Chapter 14 - Persuasive Presentations Effective Team Presentations Basic characteristics include. . . Content: Organized, supported & smooth Visuals: Creative, professional, & effective Microsoft Image Delivery: Smooth, polished, & dynamic Copyright © 2005 Wadsworth 27

Chapter 14 - Persuasive Presentations Teams Adapt to Media Suggestions include. . . Don’t wear white or sharp contrast clothing Avoid stripes, polka dots, patterns Avoid warm or hot colors Wear lightweight fabrics Wear “slenderizing” clothing Avoid shiny jewelry or shiny clothing Women wear regular makeup Copyright © 2005 Wadsworth 28

Chapter 14 - Persuasive Presentations Sample Persuasive Speech “Trucks” by Charone Frankel. . . Copyright © 2005 Wadsworth 29

The End