Informing and Persuading Learning Objectives Discuss the importance

Informing and Persuading

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

Communication in Context CBC Federal Credit Union

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 19 th, 2016 8

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 midmanagement team CBC Leadership Meeting - April 19 th, 2016 9

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 19 th, 2016 10

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

Speaking to Inform • 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” Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

Speaking to Inform • 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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

Speaking to Persuade • 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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.

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 Quintanilla, Business and Professional Communication: Keys for Workplace Excellence 3 e © 2016 SAGE Publications, Inc.