1、Chapter 4:,How to Speak Effectively in Public,Framework,4.1 importance of effective public speaking 4.2 analysis of the purpose 4.3 audience analysis 4.4 how to make a good outline 4.5 how to develop the speech 4.6 self-confidence: an essential requirement for a speaker 4.7 speech delivery 4.8 summa
2、ry,4.1 Importance of Effective Public Speaking,As a businessperson, you spend an average of 30 percent of your working hours in speaking.You play different roles in all the speaking activities. In all those roles what really matters is how you speak ,not how much you speak.An effective speech will w
3、in honor for your organization and you.,Mini case,When a delegation formed up by MBA and Ph.D. candidates visited SPC. The SPC Secretary briefed the delegation on the development of SPC, its latest products and the listed H share on the New York Stock Exchange and answered a number of questions. His
4、 word were followed by a warm applause from the listener. This secretary had won honor for his company through his briefing. (Page 161),4.2 Analysis of The Purpose,A good speech always has a specific purpose.Speech purpose is often decided by the given position you are in, and by the requirement fro
5、m the organization. Speech purpose can be classified into three kinds,4.2.1 To Inform/Instruct,Meaning :To inform/instruct means that you are trying to explain something to your audience or to teach them something new. Example:The 150th anniversary(Mini case Page.162),4.2.2 To Persuade,Meaning:Speec
6、hes with a persuade purpose aims at changing the audiences beliefs, attitude or behaviors, or moving them into taking some action.The point of a persuasive speech:(1)A speaker should think about how to produce more appealing effect on the listeners part. (2)The speaker may have less control over the
7、 speech. (Mini case Page 163),4.2.2 To Entertain,Meaning:To entertain means the speech should joyful and lively to the audience. The point:Behind the funny, interesting or humorous talks, there should be something worthy of appreciation for the audience. (Mini case Page164),4.3 Audience Analysis,The
8、re three thing we should think about before we speak:First, Who and How many . Speaking to a group of five or six people is quite different from speaking to twenty-odd people.,4.3 Audience Analysis,Second, Audiences likely response for the speech/PresentationFinally, The likely relationship between
9、the coming audience and ourselves.,4.4 How to Make A Good Outline,The function of an outline is to help the speaker to develop his ideas in systematic way.There are three key step to make a good outline:First, Topic SelectionSecond, Outline FormulizationFinally, Colleting The Data Required,4.4.1 Top
10、ic Selection,A topic acts as the theme of a speech. Therefore, it should be dealt with in a serious way.Nevertheless, whatever topics we may choose, we should take two points into consideration, i.e. delimitation and justification about the topic.,4.4.1 Topic Selection,DelimitationDelimitation refer
11、s to “ the setting of boundaries” for the coming speech.Justification Justification means you should be ready to answer question from your audience on the topic.,4.4.2 Outline Formulization,Outline usually stars with some rough ideas, yet are not well thought over or checked. such rough ideas are im
12、portant in that they can give the speaker a starting point to make a better version.After having the ideas, what the speaker should do now is to develop some new ideas on the basis of he very first two or three ideas. (Mini case, Page 168),4.4.3 Collecting the Data Required,Data here is used in a br
13、oader sense-figures, diagrams, pictures, articles and so on.There are some old saying in English, i.e. “fact speaks louder” or “Data speaks louder”. In order to do a good job for the preparatory work, we need to get the required information as much as we can.,4.4.3 Collecting the Data Required,There
14、 are three kind of collecting information. The printed: refers to the printed materials ranging from reference books, periodicals, journals and so on. The audiovisual: such as some TV and radio programs, phonecall. The internet: it is the latest yet perhaps the most dynamic source of information.,4.
15、4.3 Collecting the Data Required,After colleting the data, we should think about how to keep the information selected. There are some practical suggestions in the following. Clipping Jotting Classifying Marking Computer Storing,4.5 How To Develop The Speech,As far as the speech development is concer
16、ned, it is often composed of three parts, i.e. the start, the body, and the end, of which the first and the last are more important and, of course, more difficult for a speaker. As to the middle - the body, the speaker has to explain the five Ws plus one h - who, what, when, where, why and how of th
17、e subject.,4.5.1 How To Start,A speech generally start with an introduction. An introduction functions like a prelude for a formal presentation, which strikes the first impression on the audience and arouse their interest. It is highly necessary for the speaker to do a good job in the introduction p
18、art, so as to get the audiences attention concentrated in a favorable direction towards the speaker. (Example,P172),4.5.2 How To End,To end ones speech in an appropriate way is highly important . If the speaker has made a good start for the speech, he should make an equally good ending to make both
19、ends meet. If the introduction was not well done for various reasons, the speaker can compensate for it by a good ending.,4.6 Self-confidence: An Essential Requirement for a Speaker,Recent findings have told us that “Several surveys have placed public speaking at the top of peoples greatest fears”.
20、Business people give all kinds of speeches- from inside the organization to outside. But actually, public speaking has scared many business people. Many of them do not know how to speak and what to say, because they have never learned that before.,4.6.1 Why Nervous of Speaking,Physiologically speaki
21、ng, speech fear is natural response for us human beings. There are many reasons accounting for that. The major one is that the speaker has too little information about his audience; The Second reason for a speakers nervousness is the lack of experience; The third reason for the fear come from the sp
22、eakers insufficient preparation for the speech.,4.6.2 How to Get Over Stage Fight,To get over nervousness, the first thing to do for a speaker is to know your audience (see 4.3).The best way to get information about your audience is to ask the person who has invited you for the speech. The next thin
23、g a speaker should do is try to do a good job for the coming speech, which include those points discussed earlier in this chapter from topic selection to outline formulization.,4.6.2 How to Get Over Stage Fight,The third thing to be done by the speaker is to take an objective attitude towards stage
24、fright.Last but not least is to practice. You should have a good practice before you actually make the speech. One more advantage about speech rehearsal is that it will help you to find those inappropriate points in your speech, e.g. the tone, pitch, rate , gesture , and so on.,4.6.3 Other Suggestio
25、ns,Arrive earlier than the scheduled time.In this way, you can have some extra time to look around and get to know some listeners. Deep breath before the speech. In good spirits. Eye contact before and during the speech. Prepare a note card Learn to pause,4.7 Speech Delivery,It is generally recogniz
26、ed that public speaking can be classified into four kinds: Manuscript reading Memorized speech Extemporaneous speech Impromptu,4.7.1 Manuscript Reading,Manuscript reading delivery (MRD) means you read what you have written. When something is formal and technical, or something that involves preferabl
27、e choice, as this method can ensure the speaker of the accuracy in the speech and pass the message with credibility and seriousness to the audience. MRD also make it possible for the speaker to have a good control over the time and the speech rate.,4.7.1 Manuscript Reading,A written- and-read form h
28、as the following disadvantage: Few eye contact with audience Lack of variety in the tone More time consuming for the preparation,4.7.2 Memorized Speech,A memorized speech is delivered from ones memory; i.e. the speaker has learned it by heart before speaking it out. A memorized speech can be effecti
29、ve on the condition that the speaker is influent and at ease when he speaks (actually, it should be “when he recites”). In a way we may say that the speaker takes a chance when he/ she decides to speak in this way.,4.7.2 Memorized Speech,There are some disadvantages for speaking this way: Liable to
30、forget and get stuck (Mini case: Page 183)Because your memory may betray you. Unnatural in the toneThe speaker is preoccupied with “ retrieving” what is stored in his mind, so little is remained for him to think about the tone factor.,4.7.2 Memorized Speech,Difficult to make adjustmentAs the memoriz
31、ed speech functions like a precast model for the speaker, any adjustment may lead to the disconnection between the new message and the memorized one.All these have shown that the memorized speech is not a ideal way for a speech delivery.,4.7.3 Extemporaneous Speech,Many people are confused about ext
32、emporaneous speech and impromptu they mistake one for the other.In fact, extemporaneous speech is a well-planned and well- prepared speech, which takes the form of note cards with all the key points condensed in an outlined way.,4.7.3 Extemporaneous Speech,Extemporaneous Speech has the following adv
33、antages for the speaker: A full control of ideas More eye contact with the audience, more gestures Possibility of making changes whenever and wherever necessary Economical in time,4.7.4 Impromptu,Impromptu is characterized by its promptness, i.e. the speaker is often taken by surprise when asked to
34、make an on-the- spot speech.Honestly, making impromptu speech is a real challenge for any speaker, no matter where he speaks and on what. Actually, impromptu speech not only asks for courage, but skills and techniques as well.,4.7.4 Impromptu,There are some suggestions in the following: Psychologica
35、l preparationBecause speaker is taken by surprise, he will be nervous. To get rid of such nervousness, a speaker should take impromptu as some kind of social activities we have every day: there is always something new and there is always something challenging.,4.7.4 Impromptu,Physical Preparation: P
36、redicting the event Learning some practical models by heart Model one: For all topics, the speaker can related the significance to himself first, then relate it to the audience, and then end the speech with a conclusion (Mini case , P186).,4.7.4 Impromptu,Model two:When the topic is something worth
37、discussing, the speaker may talk about the positive side first, then go to the negative side, and finish the speech with a summary. Model three:If the topic has something to do with geographical locations or directions, it always follows some sequences like east to west, north to south.,4.7.4 Improm
38、ptu,Physical Preparation: Listening to other speakersBy this way, you can learn what people have talked about and in what way, and think about quoting some points in your speech. Watching other speakers postures, gestures and ways of speaking,4.8 Summary,Speech purpose can be classified into three k
39、inds: to inform/instruct, to persuade and to entertain. A good speech is based on a good outline, when an outline is formulized, the speaker should try to collect data to give support to the outline. The development of a speech is often composed of three part_- the start, the body and the end.,4.8 S
40、ummary,Stage fright refers to the fear of speaking to the public, there are three reasons for the fear. And some suggestion to get rid of such fear.There are four ways to deliver a speech- manuscript reading, memorized speech, extemporaneous speech, and impromptu.,Practices,Questions for discussionP190 Communication practiceP190Case analysis,Thank you!,
