Communicating for Results
Seventh Edition
Cheryl Hamilton, Ph.D.
Chapter 14 - Persuasive Presentations
14 Opening Quotation
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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
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Chapter 14 - Persuasive Presentations
Persuasive Presentations
Types include . . .
Speech to convince--asks audience to believe
you / agree with you
Speech to actuate-- asks audience to take a
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particular action
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Chapter 14 - Persuasive Presentations
Persuasive Theories
See Table 14.1 for specifics . . .
Information-Integration Theory
Consistency Theories
Elaboration Likelihood Theory
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Social Judgment Theory
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Chapter 14 – Persuasive Presentations
Persuasive Factors
Psychological Needs
All 4 are needed for persuasion . . .
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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.
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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
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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
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Method 1: Assertion + evidence + source
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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
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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
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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
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Chapter 14 - Persuasive Presentations
Credibility of Speaker
Results from the following basic elements . . .
Trustworthiness
Competency
Dynamism
Organizational rank
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Objectivity
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Chapter 14 - Persuasive Presentations
Credibility & the Internet
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
Authority—influenced by those
with authority
Scarcity—value scarce items more
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Likeability—more influenced by people we like
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Chapter 14 - Persuasive Presentations
Psychological Needs
Maslow’s basic hierarchy of needs . . .
Self-actualization
Esteem
Social
Successful speakers relate
evidence & arguments to
at least two specific
audience needs
Listener’s concern
Safety
Successful
approach
Physiological
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Chapter 14 - Persuasive Presentations
Awareness Check
Identifying Basic Needs
. . . Check answers at back of book
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Chapter 14 - Persuasive Presentations
Opinions of Key Listeners
Opinions leaders are . . .
Better educated & influential
More knowledgeable in important areas
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More likely to converse
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Chapter 14 - Persuasive Presentations
Persuasive Preparation
Steps include . . .
1.
2.
3.
4.
5.
6.
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)
7. Make sure presentation ethical
8. Practice using visual aids
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Chapter 14 – Persuasive Presentations
Attitude Poll
Use poll to survey attitudes of audience well before presentation . . .
Topic:
Position statement:
Strongly
Disagree
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Disagree
No
Opinion
Agree
Strongly
Agree
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Chapter 2 - Organizational Communication
Persuasive Patterns
Select & prepare one of the following organizational patterns . . .
Claim
Causal
Problem-Solution
Criteria Satisfaction
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Comparative Advantages
Motivated Sequence
(Click for samples)
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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)
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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)
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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)
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Chapter 2 - Organizational Communication
Comparative-Advantages
Topic: Aid to Russia
Current programs ineffective
Bartering superior
(Click for next pattern)
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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)
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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
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Chapter 14 - Persuasive Presentations
Effective Team Presentations
Basic characteristics include . . .
Content: Organized, supported & smooth
Visuals: Creative, professional, & effective
Microsoft Image
Delivery: Smooth, polished, & dynamic
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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
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Chapter 14 - Persuasive Presentations
Sample Persuasive Speech
“Trucks” by Charone Frankel. . .
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The End