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Strategies for Successful
Informative and Persuasive
Speaking.
Chapter No. 15
By: Saif Bukhari
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Strategies for Successful Informative
and Persuasive Speaking.
I.
Purposes of Informative and Persuasive
Speaking
A. Informative Specific Purposes
B. Persuasive Specific Purposes
II. Kinds of Informative and Persuasive
Speaking
A. Informative Speaking,
B. Persuasive Speaking
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Strategies for Successful Informative
and Persuasive Speaking
III.
Audience Analysis for Informative and
Persuasive Speaking
A. Degrees of Interest and Attitudes
B. Occasion
C. Location
IV.
Organization for Informative and
Persuasive Speaking
A. The Introduction
B. The Body (Text. Discussion)
C. The Summary or Conclusion
V.
Supports for Informative and Persuasive
Speaking
A. Six Forms of Support (Evidence. Data)
B. Questions on Forms of Support
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Purposes of Informative & Persuasive Speaking
Kinds of Informative & Persuasive Speaking
Audience Analysis for Informative and Persuasive
Speaking
Organization for Informative & Persuasive Speaking
Supports for Informative & Persuasive Speaking
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Speaking
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The action of conveying information or
expressing one’s feelings in speech:
clear thinking aids clear speaking
The activity of delivering speeches:
Public speaking

Public speaking is the process of speaking to a group
of people in a structured, *deliberate manner
intended to inform, influence, or entertain the
listeners.
*Purposeful
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Communication

Communication

Communication is the transmission of messages
from a Sender (a person or group) to a
Receiver (another person or group). In a perfect
world, the receiver would understand.

The message without difficulty. But too often, that
doesn’t happen. A lack of clarity, poor Choice of
words, distractions, and a host of other obstacles
can interfere with the message.
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Strategies

Strategies


A careful plan or method for achieving a particular goal
usually over a long period of time.
Strategies
▪ The skill of making or carrying out plans to achieve a goal.
▪ A specialist in campaign/military strategy
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Strategies

Strategies
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Examples of STRATEGY
They are proposing a new strategy for
treating the disease with a combination of
medications.
The government is developing innovative
strategies to help people without insurance
get medical care.
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Informative Speaking


Informative speaking is a speech that primarily
aims at conveying some specific information to a
person or a group of persons.
However, it being an oral activity, it is similar to
an oral presentation in its mode and purpose.
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PURPOSE OF INFORMATIVE SPEAKING


General purposes of oral communications
vary with the situations, kinds of talks and
the audience.
Purpose of informative speaking maybe:



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To
To
To
To
convey information to an audience
discuss and analyze a problem
persuade and prepare an audience for a specific purpose
entertain an audience
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PURPOSE OF INFORMATIVE SPEAKING



Main objective of informative speaking is of course to present
ideas clearly and promote understanding for listeners, either
inside or outside the organization, as the situation maybe.
This objective cannot be realized without deciding upon the
specific purpose of the speech.
Purpose of a speech is two fold, i.e.
 To give information to the audience
 To persuade the audience to some desired action
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PURPOSE OF INFORMATIVE SPEAKING


If the general purpose of informative speaking is
simply to give information to an audience, then the
specific purpose is certainly the precise, exact result
the speaker hopes to achieve with his listeners. With
this specific purpose in mind, the speaker should
consider about the subject of his speech.
The subject may be:
 A Process
 A Policy
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PURPOSE OF INFORMATIVE SPEAKING
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Whether it is the Process as purpose or Policy as
purpose, the speaker is required to take into account
the essential steps meant for successful speaking,
and follow them in a systematic order to achieve the
desired result with his listeners
In both cases the speaker may use visual aids to
ensure that the speech serves its specific purpose of
communicating information effectively.
The essential steps that the speaker should consider
for effective informative speaking are about the same
that are required to make effective oral presentations
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PURPOSE OF INFORMATIVE SPEAKING
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The steps include:
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Determining the purpose of speech
Analyzing the audience and the situation
Choosing main ideas of the speech
Researching the topic
Organizing the data and making an outline
Doing a rehearsal of the speech
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KINDS OF INFORMATIVE SPEAKING AND
ORAL PRESENTATIONS

Kinds of informative speaking and oral
presentations vary depending on the
nature of the subjects under discussion.
However, we may broadly classify them
as:

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1. Short Talks
2. Long Speeches
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SHORT TALKS

SHORT TALKS

Short talks range from 1 to 10 minutes in length.
They may be made to serve any required purpose.
The purpose may be to exchange a brief
information,
 To welcome visitors and agents,
 To say a few words at some function, or
 To present brief progress reports, etc.
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LONG SPEECHES

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Compared with short talks, long speeches are
rather formal in their mode, and so they may
be called formal presentations.
Long speeches usually range from 10 minutes
to 1 hour.
Like short talks, subjects of long speeches
also vary. They may comprise informative
reports on different subjects or such
speeches and presentations as maybe made
on different occasions to enhance the image
and working of the business house.
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LONG SPEECHES

Taking into view the nature of the speeches made on
important events,
Long speeches may further be classified as:
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1.
2.
3.
4.
General Reports
Community Goodwill Speeches
Briefings
Instructions
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ORGANIZATION AND OUTLINE OF
INFORMATIVE SPEECH
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ORGANIZATION OF SPEECH
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Making speeches is as important as writing of
messages. Sometimes business people must make
formal presentations. Sometimes they have to talk
to their colleagues and professionals. Sometimes
they have to conduct and participate in committee
meetings, conferences and group discussions.
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ORGANIZATION AND OUTLINE OF
INFORMATIVE SPEECH
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ORGANIZATION OF SPEECH
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Making a formal speech is a difficult task for most
people. Generally people feel somewhat
uncomfortable while speaking before others. It is,
therefore, important for business people that they
learn speaking techniques
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ORGANIZATION AND OUTLINE OF
INFORMATIVE SPEECH

ORGANIZATION OF SPEECH
It is desirable that the person who is to deliver a
formal speech takes the following steps in advance,
i.e. he:
 Determines the purpose of speech
 Analyzes the audience and the situation
 Chooses main ideas of the speech
 Researches the topic
 Organizes the data and makes an outline
 Makes arrangements for audio-visual aids, if
required.

Does a rehearsal of the speech
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ORGANIZATION OF SPEECH IN PARTS
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Once the speaker has done his preparatory work and
has gathered all the information that he needs, he
should begin organizing the speech.
A good formal speech is organized in the following
three parts:
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Introduction
The Body (Text)
The Close (Conclusion)
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OUTLINE OF SPEECH

Outline of a speech means its sketch or synopsis. It is
an essential requirement for a speaker, particularly in
long informative speaking.
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A good outline should include the following:
1. Title
2. Purpose
3. Introduction
4. Text
5. Summary
Finally, it is advisable that the speaker should draw the outline
of the main sections.
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Persuasive Speaking


A persuasive speech is one that
establishes a fact, changes a belief, or
moves an audience to act on a policy.
A persuasive speech that establishes a
fact proves that something is true or
false.
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I. Purposes of Information and
Persuasive Speaking
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A. Informative Specific Purposes
B. Persuasive Speaking
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Purposes of Informative Speaking
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Making an idea clear is central to the
purpose of informative speaking
Suggestions:

The purpose should be specific
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To compare information, using the criterion of
modern technology, as to which country should
host the year 2012 Olympic Games
The title of your speech and purpose should
be linked
The purpose could be process, policy, any
incident, etc
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Purposes of Persuasive Speaking
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Gaining willingness / acceptance of your central
idea is the core purpose of persuasive speaking
Suggestions:
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The purpose should be specific
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To suggest that Taiwan’s capital investments in China
were greater than in other sections of the world
You should be thoughtful and have given ample time in
preparing your speech
Plan in advance your desired response
your speech should lead towards the desired response
The purpose could be process, policy, any
incident, etc
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Reports
Good Will
Briefings
Instruction
• Periodic department reports
• Progress reports on sales or ongoing committee
activities
• Statements on area or division responsibilities
• Reports on manufacturing problems in the plant
• Reports on Competitive Operations
• Reports on problems with vendors (dealer)
• Monthly personnel reports
• Abstract of contact reports for months
• Companies often arrange public speaking or
meetings for good will creation
• Short problem solving sessions
• How to do, what to do
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AUDIENCE ANALYSIS

For a non-familiar audience find out the
following
1.
2.
3.
Their interests, disinterests and attitudes
The occasion
The location of your speech
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1.
Degrees of Interest & Attitudes
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1.
Degrees of Interest & Attitudes
Search for Common Ground
• Begin with a familiar, commonly
accepted topic
• Use visuals, examples, goodwill
comments
• Clearly keep in account the
culture of countries
• Use the following four
approaches
• Insert praise for the
organization and its members
• Mention names of colleagues or
friends within the organization
with whom you have worked in
the past
• Make use of patriotism, loyalty
and cooperation
• Be polite – even poke fun at
yourself
Compare Agreements and
Disagreements
• Before giving speech, review
areas of agreements and
disagreement
• Depend upon facts, use value
judgments very carefully
• You may draw parallel columns
• Find out in advance what you
may face in front of a hostile
audience to deal with them nicely
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• “we have differences in philosophy, yet I bring you
Offer a greeting to
greetings from many friends of yours home I have met
gain Good Will
during this past year”
Make use of the
fairness concept
• ‘All of us in this room have a degree of freedom not
experienced anywhere else in the world; I am using that
freedom to bring a different point of view”
Appeal to a sense
of human
weaknesses
• “well, I have made mistakes in my days; may I tell you
about one made in my first appearance before this
group”
Quote from a
supporter of the
audience’s views
• “one of the directors of your association strongly
supported the concept of brotherhood. I will begin with
a quotation he uttered last year”
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2. Occasion
If you are
speaking in
familiar
work
settings;
you already
know the
people,
their
position and
their
attitudes
Inside
Company
If you are
speaking
outside your
group, devote
more thought
to the
occasion
Find out: if you
are the main
speaker; are you
the first or last
in the program,
how long will
you speak?
Additionally for outside
groups if there is
higher variation or less
possible prediction,
then it’s a must to find
out about other party’s
position and interest in
addition to research on
your position
Outside Company
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3. Location
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Find out in advance; what is the physical
environment of your presentation as it may be
any of the following and all have their own
psychological influences
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An open environment
Large auditorium
Conference room (small or big)
Any lounge etc
Find out whether you have a podium or a table
Check whether you have all your requirements
fulfilled; charts, markers, multimedia, projector
etc
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The introduction
Tell a related
story or joke
Use a
quotation
that gives
background
or inspiration
to your
speech
The porch
The
Aim
The
Layout
Greet your
audience
Make clear
and precise
statement of
the purpose
of your
speech
This is the
overview,
roadmap or
agenda of
your speech
/
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presentation
Make a
startling
statement
Ask thought
provoking
statements
The body (Text, Discussion)
Informative
Speaking; the
body or discussion
of your topic is
where your ideas
are developed in
detail
Persuasive Speaking; this section should
contain the clear idea followed by
credible supporting material
Problem Solution (For
change); problemsolution-benefits. You
may also mention the
disadvantages if your
recommendation is
not accepted
The Summary
(Conclusion)
Summaries
reiterate what
was covered;
conclusions are
inferences from
data
Problem solution (for
no change) you use
the above approach;
while mentioning that
no problem exists
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WHY SUPPORT
Your speech should give the feeling that you
know your topic, that your are fair, honest and
believable
You may use emotions to support your idea like
health, fear, self-esteem, etc
You must use evidence and reasoning
USE ANY NUMBER Examples, Illustrations, Statistics, Quotations
(testimony), Comparisons (Analogies), Definitions
OF SUPPORT
FORMS THAT MAY etc
HELP YOUR
PRESENTATION
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Examples
Illustrations
Statistics
• Very commonly used, self explanatory
• Illustrations are elongated examples; they layout in
detail a specific situation; in which the solution
worked
• Find out which statistical measure to use to prove
the validity of the data
Quotations,
Testimony
• Quoting credible sources also improves the speaker’s
credibility
Comparisons
(analogies)
• Comparisons demand similarities between two
subjects; those similarities should outweigh the
dissimilarities
Definitions
• Definitions not exactly support, yet using them
helps both speaker and audience to be at the same
level of understanding
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Thanks
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