copyright © 2008 allyn & bacon persuasive and special presentations 15 chapter chapter...

Copyright © 2008 Allyn & Bacon

Persuasive and Special Presentations15

CHAPTER

Chapter Objectives

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1. Describe importance of persuasive presentations in business.

2. Identify major functions of persuasive presentations.

3. Select and organize supporting materials for persuasive presentations.

4. Choose an appropriate format for the presentation.

5. Understand the process by which persuasion occurs.

6. Use a variety of resources to ensure a successful persuasive presentation.

7. Know the various types of special presentation formats; develop situational knowledge about each.


Persuasive Presentations Perform one or more of the

following functions: Reinforce the listeners’

beliefs, attitudes, or values. Refute, or disprove, an

idea or belief held by listeners.

Change the listeners’ beliefs, action, or values.

Move the listeners to action.


Insert Figure 15.1 (p. 433)


Persuasive Formats Sales Presentations: Used to sell a product or

service via one-on-one formats or large formal presentations.

Proposals: Used to outline a potential choice of action.

Motivational Sessions: Used to convince an audience to change its attitude to become better, healthier, and happier.

Crisis Situations: Used to help organizations make transitions, facilitate change, and placate irate or displaced employees.


Basic Resources for Persuasion

PERSUASION TOOLBOXPERSUASION TOOLBOX


Maslow’s Hierarchy of Needs Theory of motivation

based on the argument that lower-level needs must be satisfied before higher-level needs can become motivating factors.


Self-Self-Actualization Actualization

NeedsNeeds

Self-Self-Actualization Actualization

NeedsNeeds

Esteem Needs Esteem Needs Esteem Needs Esteem Needs

Love & Belonging NeedsLove & Belonging NeedsLove & Belonging NeedsLove & Belonging Needs

Security NeedsSecurity NeedsSecurity NeedsSecurity Needs

Basic NeedsBasic NeedsBasic NeedsBasic Needs

Maslow’s Hierarchy of Needs


Opinion Leaders People who are

capable of influencing your decisions, attitudes, and behaviors.


Critical Thinking & Persuasion Strong use of

evidence and reasoning enables the speaker to create a message that is logically sound and well argued and that can withstand questions or attacks.


Source Credibility Ethos: The audience’s perception of a speaker’s

character, intelligence, and goodwill. Components of Credibility:

Trustworthiness: Refers to the way that a source is perceived as being honest, friendly, warm, agreeable, or safe, instead of dangerous or threatening.

Competence: Based on the source’s expertise, training, experience, skills, ability, authoritativeness, and intelligence.

Dynamism: Refers to a speaker’s energy, liveliness, boldness, activity, forcefulness, and frankness.


Process of Persuasion Characterized by 5 distinct stages:

Awareness: Listener must first be aware that a proposal exists.

Interest: Listener must be interested in hearing more. Evaluation: Listener can evaluate the feelings or

reactions that they have formed. Trial: Trial period exists to assess the feasibility of the

proposal. Adoption: If outcome of trial is favorable, listeners

then adopt the proposal and put it into practice or action.


Order Effects Climax Order: Weakest argument is

presented first, and the strongest argument is presented last.

Anticlimax Order: Strongest argument is presented first, and the weaker arguments follow.

Pyramidal Order: The strongest argument is placed between two weaker ones.


One-Sided vs. Two-SidedType Description Best Used When…

One-Sided Presentation

Presenting only your position in your presentation.

Weight of evidence is on your side.

Speaking to better-educated listeners.

Your listeners initially disagree with your position.

You believe that the listeners will be exposed to the other side following your presentation.

Two-Sided Presentation

Presenting the other side’s position in your presentation, and then refuting it in your presentation.

Your listeners already agree with you (provided that they are not likely to be influenced by later opposing arguments).


Special Occasion Presentations Introductions Presentation/

Acceptance of an Honor or Award

Tributes & “Roasts” Promotion of Goodwill Memorials Celebrations Entertainment Retirement

copyright © 2008 allyn & bacon persuasive and special presentations 15 chapter chapter...

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