Chapter 13 Public Communication
Introduction
When Harper was elected Student Body President, he did not anticipate the requirement of delivering a graduation speech.
Time Frame: It is now late March, and commencement is in six weeks.
Harper realizes he needs to focus on preparing his speech.
Background: He has taken multiple communication courses, including public speaking, providing him some foundational knowledge.
Objective: Harper must clarify both the content and the delivery of his speech.
Importance of Public Speaking
Many individuals may not view themselves as public speakers yet often find themselves in situations requiring public speaking, such as:
Giving a toast at a wedding.
Presenting a business plan to clients.
Introducing a keynote speaker at an event.
Speaking in favor of a proposal in community meetings.
Mastery of public speaking is essential for:
Being an active citizen.
Being an effective professional.
Advocating for causes and people of importance.
Harper’s Preparations
Harper reflects on his public speaking class where he learned:
Good speeches should not be formal and stiff; they should resemble an "enlarged conversation."
Importance of adapting speeches to the audience and occasion:
His professor emphasized customizing speeches based on context and audience.
Harper reflects on the nature of commencement, seeing it as a mix of beginnings and endings.
Contextual Consideration: Since the audience will be in a festive mood, the speech should reflect that positivity rather than a somber tone.
Audience Reflection
Harper considers the commonalities among his classmates, specifically:
Most enrolled at the same time in 2011.
Reflect starts by researching major events from their entry year to aid in speech development.
Speech Preparation: Inventio
Definition: The classical term inventio (Latin for invention) refers to the process of generating ideas for connecting topics with listeners.
The first step in speech preparation involves idea generation, which will later be refined into select speech content.
Major Events from 2011-2015
2011: Key Events
Osama Bin Laden killed by U.S. military.
Kim Kardashian's engagement and marriage, followed by separation.
Prince William and Kathryn’s marriage and the death of Steve Jobs.
2012: Key Events
Barack Obama re-elected.
Usain Bolt's consecutive Olympic victories.
Hurricane Sandy causing devastation in the northeastern U.S.
2013: Key Events
Lance Armstrong admits to doping.
Oscar Pistorius charged with murder.
Netflix releases Orange Is the New Black.
2014: Key Events
Ebola outbreak.
ISIS beheads journalists; major climate justice march.
2015: Key Events
Hillary Clinton as the Democratic presidential nominee.
NASA's Dawn probe reaches Ceres.
Ireland legalizes same-sex marriage through popular vote.
Personal Reflections
Harper contemplates the contrast in achievements and failures observed in peers and global figures.
Notable examples: Usain Bolt's dedication versus the Boston bombers' actions.
Core thesis: The value of time utilization.
Encouragement to improve life for others as a central message for his speech.
Choosing a Speaking Purpose
Public communication serves three primary purposes:
To Entertain: Primary goal is to amuse or engage listeners.
Engaging methods can include humor, storytelling, and sharing personal experiences.
To Inform: Aims to enhance audience understanding or knowledge of a topic.
Often involves clear, structured narratives to clarify new concepts or processes.
To Persuade: Seeks to influence audience attitudes, practices, or beliefs.
Example: A speech supporting blood donations may combine personal testimony with informative content on the donation process.
Earning Credibility
Speaker Credibility: The trustworthiness a speaker establishes with their audience.
Factors influencing credibility:
Initial Credibility: Based on known titles and accomplishments prior to speaking.
Derived Credibility: Gained during the presentation via clarity, organization, and delivery style.
Terminal Credibility: Final credibility established after the speech based on performance.
Harper intends to boost his credibility through:
Sharing relevant personal experiences from service trips.
Quoting from letters of impact received.
Finding Evidence
Definition of Evidence: Material supporting claims made in speeches.
Functions of evidence:
Increases clarity, strengthens opinions, and enhances credibility.
Considerations for effective evidence:
Must be comprehensible and accepted by the audience.
Four recognized forms of evidence:
Statistics: Quantitative data summarized effectively.
Examples: Concrete instances illustrating concepts.
Comparisons (Analogies): Relating new ideas to familiar phenomena.
Quotations: Incorporation of credible voices to support claims.
Organizing Speeches
Importance of structure in speeches:
Affects listener comprehension, persuasion, and speaker credibility.
Organizational patterns:
Chronological: Follows a timeline (e.g., college years).
Spatial: Arranges points based on physical layout.
Topical: Categorizes information into distinct groups.
Wave Patterns: Emphasizes repetition of themes.
Problem-Solution: Identifies a problem and proposes a solution.
Cause-Effect & Effect-Cause: Links actions to their outcomes.
Final consideration for Harper:
Introduces the speech by referencing the commencement sense of endings and beginnings, vital for the audience's context.
Outlining the Speech
Preliminary outline identifies major points:
Timeline referencing notable cultural events and personal anecdotes.
Introduction should capture attention and motivate the audience:
Example: Start with a question regarding the significance of their time on Earth.
The Introduction
Goals of the Introduction:
Capture attention.
Provide motivation to listen.
Establish speaker credibility.
State thesis and outline development.
Effective attention-grabbing strategies:
Dramatic statistics, engaging stories from personal experience, or questions.
Example Thesis Statement: “In my talk, I will take you through the four years you’ve been in college to show how much has happened and how much need still exists in our world.”
The Conclusion
A strong conclusion reinforces key ideas and culminates in a powerful message.
Effective conclusions should:
Summarize main speech points.
Leave listeners with a memorable idea or challenge.
Harper's closing idea:
Encouragement to reflect on the future use of their time.
Transitions
Definition: Words and phrases connecting ideas in speeches.
Importance of effective transitions includes:
Ensures clarity when moving from point to point.
Reinforces structure and organization.
Techniques for transitions:
Use transitional phrases for clarity.
Summarize before moving to the next topic.
Developing Effective Delivery
Delivery Importance: Enhances speaker credibility.
Elements of effective delivery:
Personal engagement through stories and direct address.
Use of clear, concise language to maintain listener attention.
Various delivery styles:
Impromptu: Minimal preparation for well-prepared speakers.
Extemporaneous: Prepared, spoken but not memorized.
Manuscript: Entire speech pre-written.
Memorized: Entire speech committed to memory.
Harper selects extemporaneous style for his speech.
Digital Media and Public Speaking
Contribution of digital media to speech preparation and presentation:
Facilitates research and sourcing information.
Reinforces speech delivery via visual aids or video clips.
Examples of optimal use of digital media:
Showcasing slides, sharing impactful videos or statements.
Guidelines for Public Speaking
Adapting to Audiences: Recognize and respond to audience perspectives and knowledge to enhance rapport and effectiveness.
Critical Listening: Evaluate speaker credibility and arguments effectively by considering:
Speaker experience and ethics.
Quality and support of their claims.
Conclusion and Summary
The chapter emphasizes the importance of preparation and adaptability in public communication.
Harper's journey illustrates essential principles of speech preparation and delivery.
Public speaking is portrayed as an invaluable skill for personal and professional success.