Communicating for Results 9e 14 Key Ideas Meaning of persuasion Types of persuasive presentations Persuasive theories Preparing a persuasive speech Successful.

Communicating for Results

9e

14Key Ideas

•Meaning of persuasion•Types of persuasive presentations•Persuasive theories•Preparing a persuasive speech•Successful persuasive presentations

Persuasive Presentations:Individual or Team

1Copyright Cengage © 2011

Consider this . . .Consider this . . .

We live in a world in which persuasion We live in a world in which persuasion and the power to persuade are of and the power to persuade are of extraordinary importance . . . When extraordinary importance . . . When we list “freedom of speech” first we list “freedom of speech” first among our rights as citizens among our rights as citizens guaranteed by the Constitution, we guaranteed by the Constitution, we remind ourselves of the right to remind ourselves of the right to speak, to write, to express ourselves, speak, to write, to express ourselves, and to have access to their words and and to have access to their words and ideas of others as fundamental ideas of others as fundamental principles upon which our way of life principles upon which our way of life is founded. is founded.

Copyright Cengage © 2011 2

Williams & Cooler, Power Persuasion, Alistair, 1002, p. 3

The Washington Post

Read or describe the case study Answer the following questions:

Why were Cooke’s editors so easily persuaded by her resume & story? Was the “instant ethos” response involved in this study (pp. 407-408)? How can we protect ourselves from this type of persuasion?

Rough Guides/Alamy

Cook Case StudyCook Case Study

Persuasion definedPersuasion defined

Definition: Persuasion is communication intended to influence choice. (Brembeck & Howell, 1976 p. 19)

Persuasion involves IntentionalityInfluence not forceSetting limits on acceptable choices


Types of persuasive presentationsTypes of persuasive presentations

Speech to convince—asks the audience to believe or agree with you

Speech to actuate—asks the audience to take a particular action


20

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Laura

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Factors Persuasion theoryFactors Persuasion theory

Logos – Evidence and logic of the message

Ethos – Credibility of the persuaderPathos – Listener Psychological

needs Opinions – held by key people in the

audience


Persuasion theoriesPersuasion theories

Information-Integration theoryConsistency theoriesElaboration-Likelihood theorySocial Judgement theory


Information-Integration theoryInformation-Integration theory

Accumulation and organization of information and attitude change

Valiance – whether information supports or refutes previous beliefs

Weight – credibility assigned to the information

Respected theorist Martin Fishbein


Consistency theoriesConsistency theories

People prefer consistency and feel threatened by inconsistency

TheoriesCognitive Dissonance (Leon Festinger)Attitude beliefs and values (Milton

Rokeach)


Elaboration Likelihood theoryElaboration Likelihood theory

Probability listeners will evaluate arguments critically

Respected theorists – Richard Petty and John CacioppoPeople use Central Route (elaborate

carefully and critically)People use Peripheral Route and

decide quickly


Social Judgment theorySocial Judgment theory

People use past experience (internal anchors) when making judgments

Ego involvement determines latitude of acceptance or latitude of rejection of a message

Respected theories – Mazafer Sherif


Factors that influence evidenceFactors that influence evidence

Ability to identify evidence in the speech

Acceptance of the evidenceInvolvement with the topicUse of logical sounding phrasesNew or novel evidencePerceived credibility of the speaker >


Factors that influence evidence Factors that influence evidence (Cont)(Cont)

Citing sourcesCiting source qualificationsCiting firsthand evidence


Methods of using EvidenceMethods of using Evidence

Method 1Method 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


Persuasive PresentationsPersuasive PresentationsOutside the organization

Method 3 • Assertion+Evidence+Source Qualifications

Method 4• Assertion+Firsthand evidence

Inside the organizationMethod 1• Assertion+Evidnce+Source

Method 4• Assertion+Firsthand evidence


Presenting one side of argumentPresenting one side of argument

Already agree with proposal Know little about topic Are asked to take immediate

action Are unlikely to hear other side


Present Present one sideone side when listeners . . when listeners . . .

One Side

Presenting both sides of argumentPresenting both sides of argument

Are knowledgeable Already disagree Likely to hear both sides Agree, but new to position or

belief


Present Present both sidesboth sides when listeners . . when listeners . . .

Side #1 Side #2

Inoculation TheoryInoculation Theory

Informing audience so that they will be familiar with opposing arguments

Can be best accomplished by presenting both sides

Helps listeners build counterarguments

Key is to show disadvantages of your plan is minor without fallacious reasoning


Fallacious reasoningFallacious 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


Factors of speaker credibilityFactors of speaker credibility

Topic involvementListeners who have low involvement

persuaded by speaker expertiseVery involved listeners persuaded by

argument qualityAudio/Video mode

Listener persuaded by speaker credibilityIn Print Mode listener persuaded by data

and quality of the evidence


Factors of speaker credibilityFactors of speaker credibility

Email or Internet messagesListeners persuaded by speaker

credibilityWhen message uses emotional appeal

and appeals to listener values instant ethos occurs

Audience and speaker similarityEnhances trustworthinessSpeaker judged as more competent


Elements of speaker credibilityElements of speaker credibility

Trustworthiness Competency Dynamism Objectivity Organizational rank


Improving speaker credibilityImproving speaker credibility

Have a highly credible source introduce you

Support assertions with current documented credible sources

Identify your views with a person the audience respects


Improving speaker credibilityImproving speaker credibility

Present both sides and show you are fair and honest

Present ideas in a smooth, forceful and self-assured manner

Establish common ground with audience

Recognize in content and delivery the formal status and knowledge of listeners


Credibility, Fraud and the InternetCredibility, Fraud and the Internet

Reciprocation—feel obligated to reciprocate Commitment & consistency—defend decisions Social proof—if others do it, it must be right Likeability—more influenced by people we like

Authority—influenced by those with authority Scarcity—value scarce items more


Internet fraud based on the following “click-whir” responses . . .Internet fraud based on the following “click-whir” responses . . .

PhysiologicalPhysiological

SafetySafety

SocialSocial

Self-esteemSelf-esteem

Self-actualizationSelf-actualization

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

Audience InvolvementAudience Involvement

Relevancy – look at topic from audience viewpoint

Fun and activities – get audience involved

Commonality and emotion – share something you and the audience have in common

Graphics and charts – use graphs and charts as involvement starters


Opinions of key leadersOpinions of key leaders

Better educated & influential More knowledgeable in important

areas More likely to converse


Opinions leaders are . . . Opinions leaders are . . .

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Making persuasive presentationsMaking persuasive presentations

Analyze expected listeners and needs

Write exact purpose as position statement

Determine initial credibility and plan to increase it if necessary

Research topic and choose best method for presenting evidence



Decide how to organize for best effect

Prepare outlines or storyboards to check verbal, visual supports, introduction, conclusion

Review presentation to ensure it’s ethical

Practice presentation



Decide how to organize for best effectOrganizational Patterns

ClaimCausalProblem-SolutionCriteria SatisfactionComparative AdvantagesMotivated Sequence


Claim PatternClaim Pattern

I. Claim 1I. Claim 1

II. Claim 2II. Claim 2

III. Claim 3III. Claim 3


Copyright Cengage © 2011

Causal PatternsCausal Patterns

I.I.Cause I. Cause I. Cause Cause

II.II.Effect OR II. Effect OR II. EffectEffect

III.III.Solution III. Solution III. ActionAction




Criteria SatisfactionCriteria Satisfaction

I.I.Any plan must meet the Any plan must meet the following necessary criteria following necessary criteria

II.II.Solution X does (or doesn’t Solution X does (or doesn’t meet) the criteriameet) the criteria



Comparative Advantages patternComparative Advantages pattern

I.I.Plan X is Plan X is ineffectiveineffective

II.II.Plan Y is SuperiorPlan Y is Superior

OROR

I.I.Plan X is averagePlan X is average

II.II.Plan Y is far Plan Y is far betterbetter



Motivated SequenceMotivated Sequence

I. Attention StepI. Attention Step

II. Need StepII. Need Step

III. Satisfaction StepIII. Satisfaction Step

IV. Visualization IV. Visualization StepStep

V. Action StepV. Action Step



Effective team presentationsEffective team presentations

Content: Organized, supported, & smooth

Visuals: Creative, professional, & effective

Delivery: Smooth, polished, & dynamic


Adapting team presentations to mediaAdapting team presentations to media

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


Communicating for Results

9e

14Key Ideas

•Meaning of persuasion•Types of persuasive presentations•Persuasive theories•Preparing a persuasive speech•Successful persuasive presentations

Persuasive Presentations:Individual or Team

45Copyright Cengage © 2011

Communicating for Results 9e 14 Key Ideas Meaning of persuasion Types of persuasive presentations Persuasive theories Preparing a persuasive speech Successful.

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