Chapter 9.1 - The Importance of an Introduction

Introduction Length

  • The introduction should be approximately 10-15% of the total speech length.

    • For a 5-minute speech, the introduction should be no more than 45 seconds.

    • For a 10-minute speech, the introduction should be no more than 1 minute and 30 seconds.

Five Basic Functions of an Introduction

  1. Gain Audience Attention and Interest

    • The primary goal is to capture the audience's attention and make them interested in the topic.

    • Audiences may be polite but not actively listening; it's crucial to engage them from the beginning.

    • If the audience is not engaged early, it becomes increasingly difficult to capture their attention later.

  2. State the Purpose of Your Speech

    • The introduction should clearly reveal the speech's purpose.

    • It ensures the speaker is mindful in explaining the topic.

    • Robert Cabot's analogy: "When it's foggy in the pulpit, it's cloudy in the pews."

    • The specific purpose is the core idea the speaker wants the audience to remember, guiding research and organization.

    • Specific Purpose: Complete the sentence "I want my audience to understand that…"

    • The specific purpose should be phrased in terms of expected audience responses from the audience's perspective.

  3. Establish Credibility

    • Credibility (ethos) is based on the audience's perception.

    • The audience must perceive the speaker as credible for their expertise and passion to matter.

    • According to McCroskey and Tevin, credibility has three factors: competence, trustworthiness, and caring/goodwill.

    • McCroskey, J C, & Teven, J J (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66, 90-103.

    • Competence: Perceived knowledge or expertise in a subject.

      • Some individuals have expert status due to their positions (e.g., US Surgeon General).

      • Speakers without established titles need to explain their competence on the topic.

      • Credibility is topic-specific; competence in one area does not guarantee competence in another.

    • Trustworthiness: Perceived honesty of the speaker.

      • Audiences quickly turn against speakers they believe are lying.

      • Even if the information is accurate, the audience will be suspicious if they don't trust the speaker.

      • Example: Hostile public town hall meetings where audiences refused to listen to elected officials.

    • Caring/Goodwill: Perceived care and concern for the audience.

      • Wrench, J. S., McCroskey, J. C., & Richmond, V. P. (2008). Human communication in everyday life: Explanations and applications. Boston, MA: Allyn & Bacon, pp. 33-34.

      • Audiences listen to speakers who seem to have their best interests in mind.

      • Speakers should demonstrate that their information is presented out of genuine care, not manipulation.

      • Caring/goodwill is often the most important factor of credibility. If the audience believes you care about them, they may overlook some issues with competence or trust.

  4. Provide Reasons to Listen

    • Establish a connection between the speaker and the audience.

    • Explicitly stating how the information might be useful to the audience.

    • Instead of assuming the audience will connect to the material, directly explain its relevance to their needs. It is not enough for the speaker to be interested, the audience needs a reason to care.

  5. Preview Main Ideas

    • Establish the direction the speech will take (signposting).

    • Outline the main points (usually 3-5).

    • Demonstrates organization to the audience.

    • Baker, E. E. (1965). The immediate effects of perceived speaker disorganization on speaker credibility and audience attitude change in persuasive speaking. Western Speech, 29, 148-161.

    • A clear preview enhances a speaker's credibility.

    • Helps the audience follow the speech, even if they briefly lose focus.

Key Takeaways

  • Introductions are only 10-15% of a speech, so they must be carefully crafted.

  • During the introduction, speakers should: gain audience interest, state the general and specific purpose, establish credibility, and preview the speech structure.

  • A speaker's perceived credibility is a combination of competence, trustworthiness, and caring/goodwill.

  • Caring/goodwill is often the most critical factor because audiences want to know the speaker cares about their best interests.

  • Speakers should strive to be both competent and honest.