This document provides guidance on developing an effective speech by considering the audience at every step. It outlines a process that includes selecting and narrowing a topic, determining the purpose, developing the central idea, generating main ideas, gathering supporting material, organizing the speech, and preparing an introduction and conclusion. The document emphasizes analyzing the audience, adapting the speech based on the audience's characteristics, and using signposts and transitions to help the audience follow the organization. Developing an effective speech requires considering the audience throughout the entire process.
Consider the Audience• Analyzing the audience is cen.docx
1. Consider
the Audience
• Analyzing the audience is central to the
speechmaking process; consider your
audience at every step of the way in
preparing and presenting your speech.
• Gather information about your audience
by asking questions or surveying them
more formally.
• Summarize and analyze the information
you have gathered.
Select and Narrow Your Topic
• Consider the audience: Who are your
listeners and what do they expect?
• Consider the occasion: What is
the reason for the speech?
• Consider your own interests and
skills: What are your strengths?
Determine Your Purpose
• Decide whether your general speech
purpose is to inform, to persuade, or
to entertain, or a combination of
these goals.
• Decide on your specific purpose:
2. What do you want your listeners to be
able to do after you finish your speech?
• Use your specific purpose to guide
you in connecting your message to
your audience.
Develop Your Central Idea
• State your central idea for your
speech in one sentence.
• Your central idea should be a single idea
presented in clear, specific language.
• Relate your central idea to your
audience.
Generate Main Ideas
• Determine whether your central idea
can be supported with logical divisions
using a topical arrangement.
• Determine whether your central
idea can be supported with reasons
the idea is true.
• Determine whether your central idea
can be supported with a series of steps.
Gather Supporting Material
• Remember that most of what you
say consists of supporting material such
as stories, descriptions, definitions,
analogies, statistics, and opinions.
3. • The best supporting material both
clarifies your major ideas and holds
your listeners’ attention.
• Supporting material that is personal,
concrete, and appealing to the listeners’
senses is often the most interesting.
Organize Your Speech
• Remember the maxim: Tell us what
you’re going to tell us (introduction);
tell us (body); and tell us what you
told us (conclusion).
• Outline your main ideas by topic,
chronologically, spatially, by cause
and effect, or by problem and solution.
• Use signposts to clarify the overall
structure of your message.
Rehearse Your Speech
• Prepare speaking notes and practice
using them well in advance of your
speaking date.
• Rehearse your speech out loud,
standing as you would stand while
delivering your speech.
• Practice with well-chosen visual aids
that are big, simple, and appropriate
for your audience.
Deliver Your Speech
• Look at individual listeners.
4. • Use movement and gestures that fit
your natural style of speaking.
Why Do You Need
This New Edition?
If you’re wondering why you
should buy this new edition of
Public Speaking: An Audience-
Centered Approach, here are
eight good reasons!
1. We’ve kept the best and improved the rest. The eighth
edition of Public Speaking: An Audience-Centered Approach
continues its unique focus on the importance of analyzing
and considering the audience at every point in the speech-
making process, but is now an easier-to-use and more effec-
tive learning tool than ever.
2. We’ve streamlined the book to 16 chapters, so that every
chapter can be covered during a standard semester.
Chapter 1 now combines an introduction to public speaking
with an overview of the audience-centered model. Chapter 6
now combines information on gathering supporting mate-
rial with advice on how to integrate supporting material
into a speech.
3. New end-of-chapter Study Guides are designed to help you
retain and apply chapter concepts. Study Guides feature
chapter summaries; “Using What You’ve Learned” questions
posing realistic scenarios; “A Question of Ethics” to reinforce
the importance of ethical speaking; and referrals to selected
online resources that help you find resources to use in your
own speeches.
5. 4. More tables and Recap boxes summarize the content of
nearly every major section in each chapter. These frequent
reviews help you check understanding, study for exams, and
rehearse material to aid retention.
5. The eighth edition continues our popular focus on control-
ling speaking anxiety, developed through expanded and
updated coverage of communication apprehension
in Chapter 1 and reinforced with tips and reminders in
“Confidently Connecting with Your Audience” features in the
margins of every chapter.
6. New and expanded coverage of key communication theories
and current research, including studies of anxiety styles in
Chapter 1, introductions to social judgment theory in
Chapter 14, and emotional response theory in Chapter 15,
help you apply recent theories and findings.
7. Every chapter of the eighth edition boasts engaging fresh
examples to help you connect concepts to your own life and
interests, including new references to contemporary
technology such as social media sites in Chapter 4 and iPads
in Chapter 12.
8. New speeches, including Barack Obama’s inaugural speech,
contribute to an impressive sample speech appendix that
will inspire and instruct you as you work with your own
material.
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Public Speaking
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8 Public SpeakingAN AUDIENCE-CENTERED APPROACH
Steven A. Beebe
Texas State University—San Marcos
Susan J. Beebe
Texas State University—San Marcos
E
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Allyn & Bacon
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Editor-in-Chief, Communication: Karon Bowers
Development Editor: Sheralee Connors
8. otherwise, without the prior written permission of the publisher.
Printed in the United States. To
obtain permission to use material from this work, please submit
a written request to Pearson
Education, Inc., Permissions Department, 501 Boylston Street,
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(617) 671-2290. For information regarding permissions, call
(617) 671-2295 or e-mail:
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1 2 3 4 5 6 7 8 9 10—QGD—14 13 12 11
ISBN-13: 978-0-205-78462-2
www.pearsonhighered.com ISBN-10: 0-205-78462-3
Dedicated to our parents,
Russell and Muriel Beebe
and Herb and Jane Dye
And to our children,
Mark, Matthew, and Brittany Beebe
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ix
1 Speaking with Confidence 3
2 Speaking Freely and Ethically 35
3 Listening to Speeches 49
4 Analyzing Your Audience 77
5 Developing Your Speech 111
9. 6 Gathering and Using Supporting Material 133
7 Organizing Your Speech 161
8 Introducing and Concluding Your Speech 183
9 Outlining and Revising Your Speech 203
10 Using Words Well: Speaker Language and Style 217
11 Delivering Your Speech 235
12 Using Presentation Aids 265
13 Speaking to Inform 289
14 Understanding Principles of Persuasive Speaking 315
15 Using Persuasive Strategies 337
16 Speaking for Special Occasions and Purposes 373
Epilogue 390
Appendix A Speaking in Small Groups 392
Appendix B Speeches for Analysis and Discussion 400
Brief Contents
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xi
Contents
Preface xxiii
Speaking with Confidence 3
Why Study Public Speaking? 4
10. Empowerment 4 ● Employment 4
The Communication Process 5
Communication as Action 5 ● Communication as Interaction 6
● Communication as Transaction 7
The Rich Heritage of Public Speaking 7
LEARNING FROM GREAT SPEAKERS Martin Luther King Jr.
8
Improving Your Confidence as a Speaker 9
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SAMPLE OUTLINE 24
Gather Visual Supporting Material 25
Organize Your Speech 25
Select and Narrow Your Topic 20
Determine Your Purpose 21
Determine Your General Purpose 21 ● Determine Your Specific
Purpose 21
Develop Your Central Idea 22
11. Generate the Main Ideas 22
Gather Supporting Material 23
Gather Interesting Supporting Material 23
Understand Your Nervousness 10 ● How to Build Your
Confidence 13
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Begin with the End
in Mind 17
An Overview of Audience-Centered Public Speaking 17
Consider Your Audience 19
Gather and Analyze Information about Your Audience 19 ●
Consider the
Culturally Diverse Backgrounds of Your Audience 19
Rehearse Your Speech 27
Deliver Your Speech 27
SAMPLE SPEECH 29
STUDY GUIDE 30
SPEECH WORKSHOP Improving Your Confidence as a Public
Speaker 33
Speaking Freely and Ethically 35
Speaking Freely 37
Free Speech and the U.S. Constitution 37 ● Free Speech in the
12. Twentieth
Century 37 ● Free Speech in the Twenty-first Century 38
Speaking Ethically 39
Have a Clear, Responsible Goal 39
LEARNING FROM GREAT SPEAKERS Mohandas Gandhi 40
Use Sound Evidence and Reasoning 40 ● Be Sensitive to
and Tolerant of Differences 41 ● Be Honest 41
● Don’t Plagiarize 42
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Remember That You
Will Look More Confident Than You May Feel 42
SAMPLE ORAL CITATION 44
Speaking Credibly 44
STUDY GUIDE 46
SPEECH WORKSHOP Avoiding Plagiarism 47
Listening to Speeches 49
Overcoming Barriers to Effective Listening 51
Managing Information Overload 52 ● Overcoming Personal
Concerns 53 ●
Reducing Outside Distractions 53 ● Overcoming Prejudice 54 ●
Using
Differences between Speech Rate and Thought Rate 54 ●
Managing
Receiver Apprehension 55
How to Become a Better Listener 55
13. Listen with Your Eyes as Well as Your Ears 56 ● Listen
Mindfully 57
LEARNING FROM GREAT SPEAKERS César Chávez 58
Listen Skillfully 59 ● Listen Ethically 62
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Improving Listening and Critical Thinking Skills 63
Separate Facts from Inferences 63 ● Evaluate the Quality of
Evidence 64
14. ● Evaluate the Underlying Logic and Reasoning 65
Analyzing and Evaluating Speeches 65
Understanding Criteria for Evaluating Speeches 66 ●
Identifying and
Analyzing Rhetorical Strategies 68 ● Giving Feedback to Others
69
● Giving Feedback to Yourself 70
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Look for Positive
Listener Support 71
STUDY GUIDE 72
SPEECH WORKSHOP Evaluating a Speaker’s Rhetorical
Effectiveness 74
Analyzing Your Audience 77
Gathering Information about Your Audience 79
Analyzing Information about Your Audience 80
Look for Audience Member Similarities 81 ● Look for Audience
Member
Differences 82 ● Establish Common Ground with Your
Audience 82
Adapting to Your Audience 82
LEARNING FROM GREAT SPEAKERS Winston Churchill 83
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Learn as
Much as You Can about Your Audience 83
Analyzing Your Audience before You Speak 84
15. Demographic Audience Analysis 84 ● Psychological Audience
Analysis 94
● Situational Audience Analysis 96
Adapting to Your Audience as You Speak 99
DEVELOPING YOUR SPEECH STEP BY STEP Consider Your
Audience 99
Identifying Nonverbal Audience Cues 100 ● Responding to
Nonverbal
Cues 101 ● Strategies for Customizing Your Message to Your
Audience 101
Analyzing Your Audience after You Speak 103
Nonverbal Responses 104 ● Verbal Responses 104
● Survey Responses 104 ● Behavioral Responses 105
STUDY GUIDE 106
SPEECH WORKSHOP Developing Communication Strategies to
Adapt
to Your Audience 108
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16. Developing Your Speech 111
Select and Narrow Your Topic 112
Guidelines for Selecting a Topic 113
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Select an
Interesting Topic 113
LEARNING FROM GREAT SPEAKERS Frederick Douglass
115
Strategies for Selecting a Topic 115 ● Narrowing the Topic 117
DEVELOPING YOUR SPEECH STEP BY STEP Select and
Narrow Your Topic 117
Determine Your Purpose 118
General Purpose 118 ● Specific Purpose 119
DEVELOPING YOUR SPEECH STEP BY STEP Determine
Your Purpose 121
Develop Your Central Idea 121
A Complete Declarative Sentence 122 ● Direct, Specific
Language 122
DEVELOPING YOUR SPEECH STEP BY STEP Develop Your
Central Idea 123
● A Single Idea 123 ● An Audience-Centered Idea 123
Generate and Preview Your Main Ideas 124
Generating Your Main Ideas 124 ● Previewing Your Main Ideas
17. 125
Meanwhile, Back at the Computer . . . 126
DEVELOPING YOUR SPEECH STEP BY STEP Generate Your
Main Ideas 127
STUDY GUIDE 128
SPEECH WORKSHOP Strategies for Selecting a Speech Topic
130
Gathering and Using Supporting
Material 133
Sources of Supporting Material 134
Personal Knowledge and Experience 134 ● The Internet 134
● Online Databases 135 ● Traditional Library Holdings 137
● Interviews 139
Research Strategies 141
Develop a Preliminary Bibliography 141 ● Locate Resources
142
● Assess the Usefulness of Resources 142 ● Take Notes 143
DEVELOPING YOUR SPEECH STEP BY STEP Gather
Supporting Material 143
Identify Possible Presentation Aids 144
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Types of Supporting Material 144
Illustrations 145
LEARNING FROM GREAT SPEAKERS Eleanor Roosevelt 146
Descriptions and Explanations 147 ● Definitions 148
● Analogies 149 ● Statistics 150 ● Opinions 152
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Prepare Early 153
The Best Supporting Material 154
STUDY GUIDE 156
SPEECH WORKSHOP Identifying a Variety of Supporting
19. Material
for Your Speech 158
Organizing Your Speech 161
Organizing Your Main Ideas 163
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Organize Your
Message 163
Organizing Ideas Topically 163 ● Ordering Ideas
Chronologically 164
● Arranging Ideas Spatially 166 ● Organizing Ideas to Show
Cause
and Effect 166
LEARNING FROM GREAT SPEAKERS Desmond Tutu 166
Organizing Ideas by Problem-
Solution
167 ● Acknowledging Cultural
Differences in Organization 169
Subdividing Your Main Ideas 170
Integrating Your Supporting Material 170
Prepare Your Supporting Material 170 ● Organize Your
Supporting
20. Material 171
DEVELOPING YOUR SPEECH STEP BY STEP Organize Your
Speech 172
Incorporate Your Supporting Material into Your Speech 173
Developing Signposts 173
SAMPLE INTEGRATION OF SUPPORTING MATERIAL 173
Transitions 174 ● Previews 175 ● Summaries 176
Supplementing Signposts with Presentation Aids 177
STUDY GUIDE 178
SPEECH WORKSHOP Organizing Your Ideas 180
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Introducing and Concluding
Your Speech 183
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE Be
Familiar with Your
Introduction and Conclusion 184
Purposes of Introductions 184
Get the Audience’s Attention 184 ● Give the Audience a Reason
to Listen 185 ● Introduce the Subject 185 ● Establish Your
Credibility 186
● Preview Your Main Ideas 186
Effective Introductions 187
Illustrations or Anecdotes 187 ● Startling Facts or Statistics 188
● Quotations 188 ● Humor 189 ● Questions 190 ● References
22. to
Historical Events 191 ● References to Recent Events 192 ●
Personal
References 192 ● References to the Occasion 192 ● References
to
Preceding Speeches 193
Purposes of Conclusions 193
Summarize the Speech 193 ● Provide Closure 194
Effective Conclusions 195
Methods Also Used for Introductions 196 ● References
to the Introduction 196 ● Inspirational Appeals or Challenges
196
LEARNING FROM GREAT SPEAKERS Patrick Henry 197
STUDY GUIDE 198
SPEECH WORKSHOP Developing the Introduction and
Conclusion
to Your Speech 200
Outlining and Revising Your Speech 203
Developing Your Preparation Outline 204
23. The Preparation Outline 204 ● Sample Preparation Outline 206
Revising Your Speech 207
SAMPLE PREPARATION OUTLINE 208
Developing Your Delivery Outline and Speaking Notes 209
The Delivery Outline 210
SAMPLE DELIVERY OUTLINE 210
Sample Delivery Outline 211 ● Speaking Notes 212
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE Use
Your Well-Prepared
Speaking Notes When You Rehearse 212
LEARNING FROM GREAT SPEAKERS Mark Twain 213
STUDY GUIDE 214
SPEECH WORKSHOP Outlining Your Speech 215
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25. Using Words Well: Speaker
Language and Style 217
Differentiating Oral and Written Language Styles 218
Using Words Effectively 219
Use Specific, Concrete Words 219 ● Use Simple Words 220 ●
Use Words
Correctly 220 ● Use Words Concisely 221
Adapting Your Language Style to Diverse Listeners 221
Use Language That Your Audience Can Understand 222 ● Use
Appropriate
Language 222 ● Use Unbiased Language 222
Crafting Memorable Word Structures 223
Creating Figurative Images 224 ● Creating Drama 225 ●
Creating
Cadence 225
LEARNING FROM GREAT SPEAKERS John F. Kennedy 228
Analyzing an Example of Memorable Word Structure 228
Using Memorable Word Structures Effectively 229
26. CONFIDENTLY CONNECTING WITH YOUR AUDIENCE Use
Words to Manage
Your Anxiety 229
STUDY GUIDE 230
SPEECH WORKSHOP Conducting a “Language Style Audit” of
Your Speech 232
Delivering Your Speech 235
The Power of Speech Delivery 236
Listeners Expect Effective Delivery 236 ● Listeners Make
Emotional
Connections with You through Delivery 237 ● Listeners Believe
What
They See 238
Methods of Delivery 238
Manuscript Speaking 238 ● Memorized Speaking 239 ●
Impromptu
Speaking 240 ● Extemporaneous Speaking 241
Characteristics of Effective Delivery 242
27. LEARNING FROM GREAT SPEAKERS Marcus Tullius Cicero
242
Eye Contact 243 ● Gestures 243 ● Movement 246 ● Posture 247
● Facial Expression 248 ● Vocal Delivery 248 ● Personal
Appearance 253
Audience Diversity and Delivery 253
DON’T GET LOST IN TRANSLATION 255
Rehearsing Your Speech: Some Final Tips 256
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE Re-
create the Speech
Environment When You Rehearse 257
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29. Responding to Questions 258
STUDY GUIDE 261
SPEECH WORKSHOP Improving Your Speech Delivery 263
Using Presentation Aids 265
The Value of Presentation Aids 266
LEARNING FROM GREAT SPEAKERS Ronald Reagan 267
Types of Presentation Aids 268
Three-Dimensional Presentation Aids 268 ● Two-Dimensional
Presentation
Aids 269 ● PowerPoint™ Presentation Aids 274 ● Tips for
Using
PowerPoint™ 275 ● Audiovisual Aids 277
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Practice with Your
Presentation Aids to Boost Your Confidence 277
Guidelines for Developing Presentation Aids 279
Make Them Easy to See 279 ● Keep Them Simple 279 ● Select
the Right
30. Presentation Aid 280 ● Do Not Use Dangerous or Illegal
Presentation Aids 280
Guidelines for Using Presentation Aids 280
Rehearse with Your Presentation Aids 281 ● Make Eye Contact
with Your
Audience, Not with Your Presentation Aids 281 ● Explain Your
Presentation
Aids 281 ● Do Not Pass Objects among Members of Your
Audience 282
● Use Animals with Caution 282 ● Use Handouts Effectively
282 ● Time
the Use of Visuals to Control Your Audience’s Attention 283 ●
Use
Technology Effectively 284 ● Remember Murphy’s Law 284
STUDY GUIDE 285
SPEECH WORKSHOP A Checklist for Using Effective
Presentation Aids 287
Speaking to Inform 289
Types of Informative Speeches 290
LEARNING FROM GREAT SPEAKERS Oprah Winfrey 291
31. Speeches about Objects 292 ● Speeches about Procedures 293
● Speeches about People 294 ● Speeches about Events 295
● Speeches about Ideas 295
Strategies to Enhance Audience Understanding 296
Speak with Clarity 296 ● Use Principles and Techniques of
Adult
Learning 297 ● Clarify Unfamiliar Ideas or Complex Processes
298
● Appeal to a Variety of Learning Styles 299
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Strategies to Maintain Audience Interest 300
Motivate Your Audience to Listen to You 300 ● Tell a Story
301 ● Present
Information That Relates to Your Listeners 301 ● Use the
Unexpected 301
SAMPLE INFORMATIVE SPEECH 302
Strategies to Enhance Audience Recall 303
Build In Redundancy 303 ● Make Your Key Ideas Short and
Simple 304
● Pace Your Information Flow 304 ● Reinforce Key Ideas 304
33. Developing an Audience-Centered Informative Speech 305
Consider Your Audience 305 ● Select and Narrow Your
Informational
Topic 305 ● Determine Your Informative Purpose 306 ●
Develop Your
Central Idea 306 ● Generate Your Main Ideas 306
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Focus on Your
Information Rather Than on Your Fear 307
Gather Your Supporting Materials 307 ● Organize Your Speech
307
● Rehearse Your Presentation 307 ● Deliver Your Speech 307
STUDY GUIDE 309
SPEECH WORKSHOP Developing a Vivid Word Picture 311
Understanding Principles
of Persuasive Speaking 315
Persuasion Defined 314
Changing or Reinforcing Audience Attitudes 314 ● Changing or
34. Reinforcing
Audience Beliefs 315 ● Changing or Reinforcing Audience
Values 315
● Changing or Reinforcing Audience Behaviors 316
How Persuasion Works 316
Aristotle’s Traditional Approach: Using Ethos, Logos, and
Pathos
to Persuade 316 ● ELM’S Contemporary Approach: Using a
Direct
or Indirect Path to Persuade 317
How to Motivate Listeners 319
Use Cognitive Dissonance 319 ● Use Listener Needs 322 ● Use
Positive
Motivation 324 ● Use Negative Motivation 324
How to Develop Your Persuasive Speech 326
Consider the Audience 326 ● Select and Narrow Your
Persuasive Topic 327
LEARNING FROM GREAT SPEAKERS Elizabeth Cady
Stanton 327
Determine Your Persuasive Purpose 328 ● Develop Your
35. Central Idea and
Main Ideas 328 ● Gather Supporting Material 331
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Breathe to Relax 332
Organize Your Persuasive Speech 332 ● Rehearse and Deliver
Your Speech 332
STUDY GUIDE 333
SPEECH WORKSHOP Developing a Persuasive Speech 335
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36. Using Persuasive Strategies 337
Enhancing Your Credibility 338
Elements of Your Credibility 338 ● Phases of Your Credibility
339
Using Logic and Evidence to Persuade 340
Understanding Types of Reasoning 341 ● Persuading the
Culturally Diverse
Audience 345 ● Supporting Your Reasoning with Evidence 347
● Using
Evidence Effectively 348 ● Avoiding Faulty Reasoning 349
Using Emotion to Persuade 351
LEARNING FROM GREAT SPEAKERS Franklin Delano
Roosevelt 351
Tips for Using Emotion to Persuade 352 ● Using Emotional
Appeals:
Ethical Issues 355
37. Strategies for Adapting Ideas to People and People to Ideas 356
Persuading the Receptive Audience 356 ● Persuading the
Neutral
Audience 357 ● Persuading the Unreceptive Audience 357
CONFIDENTLY CONNECTING WITH YOUR AUDIENCE
Enhance Your
Initial Credibility 358
Strategies for Organizing Persuasive Messages 359
Problem–
