Basic Audience Need: Basic Audience Need: Love and BelongednessLove and Belongedness

Do audience members feelDo audience members feel“they belong?”“they belong?”

The speaker’s challenge: to stimulate a The speaker’s challenge: to stimulate a cohesive and congenial atmospherecohesive and congenial atmosphere

Basic Audience Need:Basic Audience Need:Self EsteemSelf Esteem

Does the audience believeDoes the audience believethey will grasp your material?they will grasp your material?

What enhances/diminishesWhat enhances/diminishesself esteem in their workplace?self esteem in their workplace?

Consider how you can increase the Consider how you can increase the audience’s confidence about their skills, audience’s confidence about their skills, knowledge and motivationsknowledge and motivations

Basic Audience Need: Basic Audience Need: Self Actualization Self Actualization (“Be, all that you can be…”)(“Be, all that you can be…”)

What makes your audience feelWhat makes your audience feelself-actualized, professionally?self-actualized, professionally?

Consider how your key messagesConsider how your key messagescan contribute to audience self-can contribute to audience self-actualizationactualization

You can teach anythingYou can teach anythingif you believe in it andif you believe in it andyou can understand it.you can understand it.

Ralph MillerRalph MillerCoach, Iowa BasketballCoach, Iowa Basketball

Telling the Bad NewsTelling the Bad News

Tell it yourselfTell it yourself Control the messageControl the message

Tell it first, tell it quick, tell the truthTell it first, tell it quick, tell the truth Admit when you don’t know,Admit when you don’t know,

or can’t commentor can’t comment Find points of agreementFind points of agreement Acknowledge feelingsAcknowledge feelings

Yours and the audience’sYours and the audience’s

The worse the news,The worse the news,the more effort should gothe more effort should go

into communicating it.into communicating it.

Andrew S. GroveAndrew S. Grove

Emotion is Key to Audience Emotion is Key to Audience ActionAction

Emotional tone is created via:Emotional tone is created via: Vivid languageVivid language ExamplesExamples Speaker’s voice and non-verbalsSpeaker’s voice and non-verbals

Deep seated cultural changesDeep seated cultural changesrequire emotional investmentrequire emotional investment

Principles of Audience Principles of Audience IdentificationIdentification

Relate to the audienceRelate to the audience We tend to like people who likeWe tend to like people who like

the same things we likethe same things we like Perceived differences create imbalance and Perceived differences create imbalance and

cognitive dissonancecognitive dissonance

Build upon genuine points of commonalityBuild upon genuine points of commonality Avoid areas of differenceAvoid areas of difference

When Speaking To A When Speaking To A Friendly AudienceFriendly Audience

The speaker can be less formal and employ:The speaker can be less formal and employ: More casual clothingMore casual clothing Relaxed body postureRelaxed body posture Smiling and warm facial expressionsSmiling and warm facial expressions Humor Humor References to self References to self Vivid examples Vivid examples

You can safely employ almost any You can safely employ almost any organizational pattern organizational pattern

When Speaking To A When Speaking To A Hostile AudienceHostile Audience

Use a slow deliberate openingUse a slow deliberate opening Follow a chronological patternFollow a chronological pattern Use restrained body languageUse restrained body language Present balanced viewpoints and evidencePresent balanced viewpoints and evidence Avoid humor and self-referenceAvoid humor and self-reference Use strategic, calm, languageUse strategic, calm, language Control time, format, and Q&A formatControl time, format, and Q&A format Employ visible back-up by expertsEmploy visible back-up by experts

Speak when you are angrySpeak when you are angryand you’ll make the best speechand you’ll make the best speech

you will ever regret.you will ever regret.Ambrose BierceAmbrose Bierce

Anger is just one letter short of dAnger is just one letter short of dangeranger..UnknownUnknown

Wise men say nothingWise men say nothingin dangerous times.in dangerous times.

John SeldenJohn Selden

Use Effective LanguageUse Effective Language

Gender neutral Gender neutral Disability sensitiveDisability sensitive Avoid jargonAvoid jargon Employ a conversational style—this is not Employ a conversational style—this is not

the same as written language the same as written language Use shorter vs. longer sentencesUse shorter vs. longer sentences

The word The word wewe is ismuch more powerfulmuch more powerfulthan the word than the word theythey..

Richard A. MoranRichard A. Moran

Employ Strategic Employ Strategic RedundancyRedundancy Your message is just beginning toYour message is just beginning to

“get through” when you begin to get“get through” when you begin to getsick of sending it.sick of sending it.

What I tell you three timesWhat I tell you three timesis true.is true.

Lewis CarrollLewis Carroll

The T3 PrincipleThe T3 Principle

T1: Tell what you’ll tell themT1: Tell what you’ll tell them The introductionThe introduction

T2: Tell itT2: Tell it During the speechDuring the speech

T3: Tell them what you told themT3: Tell them what you told them The conclusionThe conclusion

Appeal to Different Appeal to Different Learner StylesLearner Styles Employ multiple modalitiesEmploy multiple modalities

Visual (“It’s easy to Visual (“It’s easy to seesee that…”) that…”) Auditory (“I Auditory (“I hearhear you”) you”) Tactile (“This approach Tactile (“This approach feelsfeels right”) right”)

If you’re trying to tell someone If you’re trying to tell someone something and you can see something and you can see that they don’t “get it,” tell that they don’t “get it,” tell

them a different way.them a different way.

Richard E. MoranRichard E. Moran

The difference between the The difference between the almost right word and the right almost right word and the right word is really a large matter -- word is really a large matter --

this the difference between this the difference between the the lightning buglightning bug and and

the the lightninglightning..Mark TwainMark Twain

Never assume people will Never assume people will understand acronyms.understand acronyms.

Richard A. MoranRichard A. Moran

Construct Clear Construct Clear MessagesMessages State a Central ThesisState a Central Thesis

This is the main idea, stated in one sentenceThis is the main idea, stated in one sentence“Feeding a baby with cleft palate requires “Feeding a baby with cleft palate requires simple but specialized feeding techniques”simple but specialized feeding techniques”

Observe a hierarchical organization patternObserve a hierarchical organization pattern Present 3-5 balanced messagesPresent 3-5 balanced messages

• Message 1 Message 1 (bottles)(bottles)• Message 2 Message 2 (positioning the baby)(positioning the baby)• Message 3 Message 3 (timing and burping)(timing and burping)

Strive for Clarity… Strive for Clarity…

It’s not the most intellectual It’s not the most intellectual job in the world, but I do have job in the world, but I do have

to know the letters.to know the letters.

Vanna WhiteVanna WhiteTV Game Show HostTV Game Show Host

Commit To Your TopicCommit To Your Topic

The topic should be of interest to you, The topic should be of interest to you, the speakerthe speaker

Believe in what you sayBelieve in what you say

Before you try to convince anybody else,Before you try to convince anybody else,be sure you are convinced, and if you be sure you are convinced, and if you

cannot convince yourself, drop the subject.cannot convince yourself, drop the subject.John H. PattersonJohn H. Patterson

You can teach anything if you believe in it You can teach anything if you believe in it and you can understand it.and you can understand it.

Ralph MillerRalph Miller

Except in poker, bridge, and similar play-Except in poker, bridge, and similar play-period activities, don't con anybody.period activities, don't con anybody.

Don’t con yourself either.Don’t con yourself either.Robert TownsendRobert Townsend

Take Time to PrepareTake Time to Prepare

All speeches require planning, good All speeches require planning, good organization and evidenceorganization and evidence

There is no substitute for advance There is no substitute for advance preparation preparation

The best impromptu speeches The best impromptu speeches are the ones written wellare the ones written well

in advance.in advance.

Ruth GordonRuth Gordon