Action Step 1: Determine a specific speech goal that is adapted to the audience and occasion.

Action Step 2: Gather, evaluate, and organize information to develop the body of your speech.

Action Step 3: Organize the introduction and conclusion of your speech.

Action Step 4: Create presentational aids. Action Step 5: Adapt verbal and visual

materials to the needs of your specific audience. Action Step 6: Practice!

To inform To persuade To motivate To entertain

• Informative speaking “informs” listeners by increasing their knowledge on something.

• Informative speaking answers questions such as “who,” “when,” “what,” “where,” “why,” and “how to.”

• Informative speaking should be:– Intellectually stimulating– Relevant to the audience– Creative

• Claim/Proposition of Fact: statement designed to convince an audience that something does or does not exists or occur, is or is not true.

• Claim /Proposition of Value: statement designed to convince an audience that something is good, bad, fair, unfair, moral, immoral, etc.

• Claim/Proposition of Policy: statement designed to convince an audience a particular action should be taken.

Claims of Fact Claims of Value Claims of Policy

Pharmaceutical advertising affects prescription drug prices

Pharmaceutical advertising of new prescription drugs on TV is better than marketing new drugs directly to doctors.

Pharmaceutical companies should be required to refrain from advertising prescription drugs on TV.

Inadequate lighting near campus has caused an increase in crime

The safety of college students should take priority in campus planning

Campus officials should adopt a safety plan for the college campus

Weight Loss advertising affects cosmetic surgery procedures among young adults

Weight Loss advertising is harmful to the self-concepts of young adults

Weight Loss advertising should be limited in the media

Audience analysis is the study of the intended audience for you speech.

Audience Adaptation is the process of tailoring your speech’s information to the needs, interests, and expectations of you audience.

• Demographics:–Gender– Age– Knowledge / interest of subject–Group Affiliation• Religion• Ethnicity• Group memberships

– Socioeconomic factors• Occupation• Income• Education

What are expectations of your speech? What is the length of your speech? Other

time restraints? What is the size of your audience? Where will the speech be given? What equipment will be available? What is the occasion of the speech? What time of day will the speech be given?

A specific goal includes the following information:◦Your general Goal◦Your intended Audience◦Your specific topic

General Goal: To informSpecific Goal: To inform my classmates on the history of WWII

General Goal: To persuadeSpecific Goal: To persuade my friends to recycle aluminum