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Chapter4:HowtoSpeakEffectivelyinPublicFramework•4.1importanceofeffectivepublicspeaking•4.2analysisofthepurpose•4.3audienceanalysis•4.4howtomakeagoodoutline•4.5howtodevelopthespeech•4.6self-confidence:anessentialrequirementforaspeaker•4.7speechdelivery•4.8summary4.1ImportanceofEffectivePublicSpeaking•Asabusinessperson,youspendanaverageof30percentofyourworkinghoursinspeaking.•Youplaydifferentrolesinallthespeakingactivities.Inallthoseroleswhatreallymattersishowyouspeak,nothowmuchyouspeak.•Aneffectivespeechwillwinhonorforyourorganizationandyou.MinicaseWhenadelegationformedupbyMBAandPh.D.candidatesvisitedSPC.TheSPCSecretarybriefedthedelegationonthedevelopmentofSPC,itslatestproductsandthelistedHshareontheNewYorkStockExchangeandansweredanumberofquestions.Hiswordwerefollowedbyawarmapplausefromthelistener.Thissecretaryhadwonhonorforhiscompanythroughhisbriefing.(Page161)4.2AnalysisofThePurpose•Agoodspeechalwayshasaspecificpurpose.•Speechpurposeisoftendecidedbythegivenpositionyouarein,andbytherequirementfromtheorganization.Speechpurposecanbeclassifiedintothreekinds4.2.1ToInform/Instruct•Meaning:Toinform/instructmeansthatyouaretryingtoexplainsomethingtoyouraudienceortoteachthemsomethingnew.•Example:The150thanniversary(MinicasePage.162)4.2.2ToPersuade•Meaning:Speecheswithapersuadepurposeaimsatchangingtheaudience’sbeliefs,attitudeorbehaviors,ormovingthemintotakingsomeaction.Thepointofapersuasivespeech:(1)Aspeakershouldthinkabouthowtoproducemoreappealingeffectonthelistener’spart.(2)Thespeakermayhavelesscontroloverthespeech.(MinicasePage163)4.2.2ToEntertain•Meaning:Toentertainmeansthespeechshouldjoyfulandlivelytotheaudience.•Thepoint:Behindthefunny,interestingorhumoroustalks,thereshouldbesomethingworthyofappreciationfortheaudience.(MinicasePage164)4.3AudienceAnalysis•Therethreethingweshouldthinkaboutbeforewespeak:•First,WhoandHowmany.Speakingtoagroupoffiveorsixpeopleisquitedifferentfromspeakingtotwenty-oddpeople.4.3AudienceAnalysis•Second,Audience’slikelyresponseforthespeech/Presentation•Finally,Thelikelyrelationshipbetweenthecomingaudienceandourselves.4.4HowtoMakeAGoodOutline•Thefunctionofanoutlineistohelpthespeakertodevelophisideasinsystematicway.•Therearethreekeysteptomakeagoodoutline:First,TopicSelectionSecond,OutlineFormulizationFinally,ColletingTheDataRequired4.4.1TopicSelection•Atopicactsasthethemeofaspeech.Therefore,itshouldbedealtwithinaseriousway.•Nevertheless,whatevertopicswemaychoose,weshouldtaketwopointsintoconsideration,i.e.delimitationandjustificationaboutthetopic.4.4.1TopicSelection•DelimitationDelimitationrefersto“thesettingofboundaries”forthecomingspeech.•JustificationJustificationmeansyoushouldbereadytoanswerquestionfromyouraudienceonthetopic.4.4.2OutlineFormulization•Outlineusuallystarswithsomeroughideas,yetarenotwellthoughtoverorchecked.suchroughideasareimportantinthattheycangivethespeakerastartingpointtomakeabetterversion.•Afterhavingtheideas,whatthespeakershoulddonowistodevelopsomenewideasonthebasisofheveryfirsttwoorthreeideas.(Minicase,Page168)4.4.3CollectingtheDataRequired•Datahereisusedinabroadersense-figures,diagrams,pictures,articlesandsoon.•TherearesomeoldsayinginEnglish,i.e.“factspeakslouder”or“Dataspeakslouder”.Inordertodoagoodjobforthepreparatorywork,weneedtogettherequiredinformationasmuchaswecan.4.4.3CollectingtheDataRequired•Therearethreekindofcollectinginformation.–Theprinted:referstotheprintedmaterialsrangingfromreferencebooks,periodicals,journalsandsoon.–Theaudiovisual:suchassomeTVandradioprograms,phonecall.–Theinternet:itisthelatestyetperhapsthemostdynamicsourceofinformation.4.4.3CollectingtheDataRequired•Aftercolletingthedata,weshouldthinkabouthowtokeeptheinformationselected.Therearesomepracticalsuggestionsinthefollowing.–Clipping–Jotting–Classifying–Marking–ComputerStoring4.5HowToDevelopTheSpeech•Asfarasthespeechdevelopmentisconcerned,itisoftencomposedofthreeparts,i.e.thestart,thebody,andtheend,ofwhichthefirstandthelastaremoreimportantand,ofcourse,moredifficultforaspeaker.•Astothemiddle-thebody,thespeakerhastoexplainthefiveWsplusoneh-who,what,when,where,whyandhow–ofthesubject.4.5.1HowToStart•Aspeechgenerallystartwithanintroduction.Anintroductionfunctionslikeapreludeforaformalpresentation,whichstrikesthefirstimpressionontheaudienceandarousetheirinterest.•Itishighlynecessaryforthespeakertodoagoodjobintheintroductionpart,soastogettheaudience’sattentionconcentratedinafavorabledirectiontowardsthespeaker.(Example,P172)4.5.2HowToEnd•Toendone’sspeechinanappropriatewayishighlyimportant.•Ifthespeakerhasmadeagoodstartforthespeech,heshouldmakeanequallygoodending–tomakebothendsmeet.•Iftheintroductionwasnotwelldoneforvariousreasons,thespeakercancompensateforitbyagoodending.4.6Self-confidence:AnEssentialRequirementforaSpeaker•Recentfindingshavetoldusthat“Severalsurveyshaveplacedpublicspeakingatthetopofpeople’sgreatestfears”.•Businesspeoplegiveallkindsofspeeches-frominsidetheorganizationtooutside.Butactually,publicspeakinghasscaredmanybusinesspeople.Manyofthemdonotknowhowtospeakandwhattosay,becauset