11.4 Informative Speech

Learning Objectives

  1. Discuss and provide examples of ways to incorporate ethics in a speech.
  2. Construct an effective speech to inform.
  3. Discuss the parts of an informational presentation.
  4. Understand the five parts of any presentation.

Now that we’ve covered issues central to the success of your informative speech, there’s no doubt you want to get down to work. Here are five final suggestions to help you succeed.

Start with What You Know

Are you taking other classes right now that are fresh in your memory? Are you working on a challenging chemistry problem that might lend itself to your informative speech? Are you reading a novel by Gabriel García Márquez that might inspire you to present a biographical speech, informing your audience about the author? Perhaps you have a hobby or outside interest that you are excited about that would serve well. Regardless of where you draw the inspiration, it’s a good strategy to start with what you know and work from there. You’ll be more enthusiastic, helping your audience to listen intently, and you’ll save yourself time. Consider the audience’s needs, not just your need to cross a speech off your “to-do” list. This speech will be an opportunity for you to take prepared material and present it, gaining experience and important feedback. In the “real world,” you often lack time and the consequences of a less than effective speech can be serious. Look forward to the opportunity and use what you know to perform an effective, engaging speech.

Consider Your Audience’s Prior Knowledge

You don’t want to present a speech on the harmful effects of smoking when no one in the audience smokes. You may be more effective addressing the issue of secondhand smoke, underscoring the relationship to relevance and addressing the issue of importance with your audience. The audience will want to learn something from you, not hear everything they have heard before. It’s a challenge to assess what they’ve heard before, and often a class activity is conducted to allow audience members to come to know each other. You can also use their speeches and topic selection as points to consider. Think about age, gender, and socioeconomic status, as well as your listeners’ culture or language. Survey the audience if possible, or ask a couple of classmates what they think of the topics you are considering.

In the same way, when you prepare a speech in a business situation, do your homework. Access the company Web site, visit the location and get to know people, and even call members of the company to discuss your topic. The more information you can gather about your audience, the better you will be able to adapt and present an effective speech.

Adapting Jargon and Technical Terms

You may have a topic in mind from another class or an outside activity, but chances are that there are terms specific to the area or activity. From wakeboarding to rugby to a chemical process that contributes to global warming, there will be jargon and technical terms. Define and describe the key terms for your audience as part of your speech and substitute common terms where appropriate. Your audience will enjoy learning more about the topic and appreciate your consideration as you present your speech.

Using Outside Information

Even if you think you know everything there is to know about your topic, using outside sources will contribute depth to your speech, provide support for your main points, and even enhance your credibility as a speaker. “According to ____________” is a normal way of attributing information to a source, and you should give credit where credit is due. There is nothing wrong with using outside information as long as you clearly cite your sources and do not present someone else’s information as your own.

Presenting Information Ethically

A central but often unspoken expectation of the speaker is that we will be ethical. This means, fundamentally, that we perceive one another as human beings with common interests and needs, and that we attend to the needs of others as well as our own. An ethical informative speaker expresses respect for listeners by avoiding prejudiced comments against any group, and by being honest about the information presented, including information that may contradict the speaker’s personal biases. The ethical speaker also admits it when he or she does not know something. The best salespersons recognize that ethical communication is the key to success, as it builds a healthy relationship where the customer’s needs are met, thereby meeting the salesperson’s own needs.

Reciprocity

Tyler discusses ethical communication and specifically indicates reciprocity as a key principle. Reciprocity, or a relationship of mutual exchange and interdependence, is an important characteristic of a relationship, particularly between a speaker and the audience. We’ve examined previously the transactional nature of communication, and it is important to reinforce this aspect here. We exchange meaning with one another in conversation, and much like a game, it takes more than one person to play. This leads to interdependence, or the dependence of the conversational partners on one another. Inequality in the levels of dependence can negatively impact the communication and, as a result, the relationship. You as the speaker will have certain expectations and roles, but dominating your audience will not encourage them to fulfill their roles in terms of participation and active listening. Communication involves give and take, and in a public speaking setting, where the communication may be perceived as “all to one,” don’t forget that the audience is also communicating in terms of feedback with you. You have a responsibility to attend to that feedback, and develop reciprocity with your audience. Without them, you don’t have a speech.

Mutuality

Mutuality means that you search for common ground and understanding with the audience, establishing this space and building on it throughout the speech. This involves examining viewpoints other than your own, and taking steps to insure the speech integrates an inclusive, accessible format rather than an ethnocentric one.

Nonjudgmentalism

Nonjudgementalism underlines the need to be open-minded, an expression of one’s willingness to examine diverse perspectives. Your audience expects you to state the truth as you perceive it, with supporting and clarifying information to support your position, and to speak honestly. They also expect you to be open to their point of view and be able to negotiate meaning and understanding in a constructive way. Nonjudgmentalism may include taking the perspective that being different is not inherently bad and that there is common ground to be found with each other.

While this characteristic should be understood, we can see evidence of breakdowns in communication when audiences perceive they are not being told the whole truth. This does not mean that the relationship with the audience requires honesty and excessive self-disclosure. The use of euphemisms and displays of sensitivity are key components of effective communication, and your emphasis on the content of your speech and not yourself will be appreciated. Nonjudgmentalism does underscore the importance of approaching communication from an honest perspective where you value and respect your audience.

Honesty

Honesty, or truthfulness, directly relates to trust, a cornerstone in the foundation of a relationship with your audience. Without it, the building (the relationship) would fall down. Without trust, a relationship will not open and develop the possibility of mutual understanding. You want to share information and the audience hopefully wants to learn from you. If you “cherry-pick” your data, only choosing the best information to support only your point and ignore contrary or related issues, you may turn your informative speech into a persuasive one with bias as a central feature.

Look at the debate over the U.S. conflict with Iraq. There has been considerable discussion concerning the cherry-picking of issues and facts to create a case for armed intervention. To what degree the information at the time was accurate or inaccurate will continue to be a hotly debated issue, but the example holds in terms on an audience’s response to a perceived dishonestly. Partial truths are incomplete and often misleading, and you don’t want your audience to turn against you because they suspect you are being less than forthright and honest.

Respect

Respect should be present throughout a speech, demonstrating the speaker’s high esteem for the audience. Respect can be defined as an act of giving and displaying particular attention to the value you associate with someone or a group. This definition involves two key components. You need to give respect in order to earn from others, and you need to show it. Displays of respect include making time for conversation, not interrupting, and even giving appropriate eye contact during conversations.

Trust

Communication involves sharing and that requires trust. Trust means the ability to rely on the character or truth of someone, that what you say you mean and your audience knows it. Trust is a process, not a thing. It builds over time, through increased interaction and the reduction of uncertainty. It can be lost, but it can also be regained. It should be noted that it takes a long time to build trust in a relationship and can be lost in a much shorter amount of time. If your audience suspects you mislead them this time, how will they approach your next presentation? Acknowledging trust and its importance in your relationship with the audience is the first step in focusing on this key characteristic.

Avoid Exploitation

Finally, when we speak ethically, we do not intentionally exploit one another. Exploitation means taking advantage, using someone else for one’s own purposes. Perceiving a relationship with an audience as a means to an end and only focusing on what you get out of it, will lead you to treat people as objects. The temptation to exploit others can be great in business situations, where a promotion, a bonus, or even one’s livelihood are at stake.

Suppose you are a bank loan officer. Whenever a customer contacts the bank to inquire about applying for a loan, your job is to provide an informative presentation about the types of loans available, their rates and terms. If you are paid a commission based on the number of loans you make and their amounts and rates, wouldn’t you be tempted to encourage them to borrow the maximum amount they can qualify for? Or perhaps to take a loan with confusing terms that will end up costing much more in fees and interest than the customer realizes? After all, these practices are within the law; aren’t they just part of the way business is done? If you are an ethical loan officer, you realize you would be exploiting customers if you treated them this way. You know it is more valuable to uphold your long-term relationships with customers than to exploit them so that you can earn a bigger commission.

Consider these ethical principles when preparing and presenting your speech, and you will help address many of these natural expectations of others and develop healthier, more effective speeches.

Sample Informative Presentation

Here is a generic sample speech in outline form with notes and suggestions.

Attention Statement

Show a picture of a goldfish and a tomato and ask the audience, “What do these have in common?”

Introduction

  1. Briefly introduce genetically modified foods.
  2. State your topic and specific purpose: “My speech today will inform you on genetically modified foods that are increasingly part of our food supply.”
  3. Introduce your credibility and the topic: “My research on this topic has shown me that our food supply has changed but many people are unaware of the changes.”
  4. State your main points: “Today I will define genes, DNA, genome engineering and genetic manipulation, discuss how the technology applies to foods, and provide common examples.”

Body

  1. Information. Provide a simple explanation of the genes, DNA and genetic modification in case there are people who do not know about it. Provide clear definitions of key terms.
  2. Genes and DNA. Provide arguments by generalization and authority.
  3. Genome engineering and genetic manipulation. Provide arguments by analogy, cause, and principle.
  4. Case study. In one early experiment, GM (genetically modified) tomatoes were developed with fish genes to make them resistant to cold weather, although this type of tomato was never marketed.
  5. Highlight other examples.

Conclusion

Reiterate your main points and provide synthesis, but do not introduce new content.

Residual Message

“Genetically modified foods are more common in our food supply than ever before.”

Exercises

  1. Identify an event or issue in the news that interests you. On at least three different news networks or Web sites, find and watch video reports about this issue. Compare and contrast the coverage of the issue. Do the networks or Web sites differ in their assumptions about viewers’ prior knowledge? Do they give credit to any sources of information? To what extent do they each measure up to the ethical principles described in this section? Discuss your findings with your classmates.
  2. Find an example of reciprocity in a television program and write two to three paragraphs describing it. Share and compare with your classmates.
  3. Find an example of honesty in a television program and write two to three paragraphs describing it. Share and compare with your classmates.
  4. Find an example of exploitation depicted in the media. Describe how the exploitation is communicated with words and images and share with the class.
  5. Compose a general purpose statement and thesis statement for a speech to inform. Now create a sample outline. Share with a classmate and see if he or she offers additional points to consider.

Creating an Informative Presentation

An informational presentation is common request in business and industry. It’s the verbal and visual equivalent of a written report. Information sharing is part of any business or organization. Informative presentations serve to present specific information for specific audiences for specific goals or functions. The type of presentation is often identified by its primary purpose or function. Informative presentations are often analytical or involve the rational analysis of information. Sometimes they simply “report the facts” with no analysis at all, but still need to communicate the information in a clear and concise format. While a presentation may have conclusions, propositions, or even a call to action, the demonstration of the analysis is the primary function.

A sales report presentation, for example, is not designed to make a sale. It is, however, supposed to report sales to date and may forecast future sales based on previous trends.

An informative presentation does not have to be a formal event, though it can be. It can be generic and nonspecific to the audience or listener, but the more you know about your audience, the better. When you tailor your message to that audience, you zero in on your target and increase your effectiveness. The emphasis is on clear and concise communication, but it may address several key questions:

  • Topic: Product or Service?
  • Who are you?
  • Who is the target market?
  • What is the revenue model?
  • What are the specifications?
  • How was the information gathered?
  • How does the unit work?
  • How does current information compare to previous information?

Table 11.2 “Presentation Components and Their Functions” lists the five main parts or components of any presentation (McLean, S., 2003).

Table 11.2 Presentation Components and Their Functions

Component Function
Attention Statement Raise interest and motivate the listener
Introduction Communicate a point and common ground
Body Address key points
Conclusion Summarize key points
Residual Message Communicate central theme, moral of story, or main point

You will need to address the questions to establish relevance and meet the audience’s needs. The five parts of any speech will serve to help you get organized.

Sample Speech Guidelines

Imagine that you have been assigned to give an informative presentation lasting five to seven minutes. Follow the guidelines in Table 11.3  “Sample Speech Guidelines” and apply them to your presentation.

Table 11.3 Sample Speech Guidelines

1. Topic Choose a product or service that interests you, research it, and report your findings in your speech.
2. Purpose Your general purpose, of course, is to inform. But you need to formulate a more specific purpose statement that expresses a point you have to make about your topic—what you hope to accomplish in your speech.
3. Audience Think about what your audience might already know about your topic and what they may not know, and perhaps any attitudes toward or concerns about it. Consider how this may affect the way that you will present your information.
4. Supporting Materials Using the information gathered in your search for information, determine what is most worthwhile, interesting, and important to include in your speech. Time limits will require that you be selective about what you use. Use visual aids!
5. Organization
  1. Write a central idea statement that expresses the message, or point, that you hope to get across to your listeners in the speech.
  2. Determine the two to three main points that will be needed to support your central idea.
  3. Finally, prepare a complete sentence outline of the body of the speech.
6. Introduction Develop an opening that will

  1. get the attention and interest of your listeners,
  2. express your central idea or message,
  3. lead into the body of your speech.
7. Conclusion The conclusion should review and/or summarize the important ideas in your speech and bring it to a smooth close.
8. Delivery The speech should be delivered extemporaneously (not reading but speaking), using speaking notes and not reading from the manuscript. Work on maximum eye contact with your listeners. Use any visual aids or handouts that may be helpful.

Exercises

  1. Write a brief summary of a class or presentation you personally observed recently; include what you learned. Compare with classmates.
  2. Search online for an informative speech or presentation that applies to business or industry. Indicate one part or aspect of the presentation that you thought was effective and one you would improve. Provide the link to the presentation in your post or assignment.
  3. Pick a product or service and come up with a list of five points that you could address in a two-minute informative speech. Place them in rank order and indicate why.
  4. With the points discussed in this chapter in mind, observe someone presenting a speech. What elements of their speech could you use in your speech? What elements would you not want to use? Why? Compare with a classmate.

References

McLean, S. (2003). The basics of speech communication. Boston: Allyn & Bacon.

Tyler, V. (1978). Report of the working groups of the second SCA summer conference on intercultural communication. In N. C. Asuncio-Lande (Ed.), Ethical Perspectives and Critical Issues in Intercultural Communication (pp. 170–177). Falls Church, VA: SCA.

To listen to speeches from great figures in history, visit the History Channel’s audio speech archive. http://www.history.com/speeches

What were the greatest speeches of the twentieth century? Find out here. http://gos.sbc.edu/top100.html

Visit this eHow link for a great video demonstrating how to remove ink stains from clothing. http://www.ehow.com/video_2598_remove-ink-stains.html

To improve your enunciation, try these exercises from the Mount Holyoke College site. http://www.mtholyoke.edu/acad/intrel/speech/enunciation.htm

The Merriam-Webster dictionary site provides a wealth of resources on words, their meanings, their origins, and audio files of how to pronounce them. http://www.merriam-webster.com

For information on adapting your speech for an audience or audience members with special needs, explore this index of resources compiled by Ithaca College. http://www.ithaca.edu/wise/disabilities/

Dr. Richard Felder of North Carolina State University presents this questionnaire to assess your learning styles. http://www.engr.ncsu.edu/learningstyles/ilsweb.html

The American Speech-Language-Hearing Association offers an array of Web resources on ethics. http://www.asha.org/practice/ethics

Visit this site for a list informative topics for a business speech. http://smallbusiness.chron.com/ideas-informative-speech-topics-business-81465.html

Visit this eHow site to get ideas for an audience-oriented informative speech topic. http://www.ehow.com/how_2239702_choose-topic-informative-speech.html