Page 284 - Essentials of Human Communication

Guidelines for Informative Speaking 263

his chapter covers speeches of information, through which a speaker tells listeners some-
Tthing they didn’t already know. The next chapter covers speeches of persuasion, through
which a speaker changes listeners’ attitudes or beliefs or gets them to do something.

Guidelines for Informative Speaking

When you communicate information in a speech, you tell your listeners something they Explore the Concept
don’t know, something new. You can inform them about a new way of looking at old things “Informative Speeches” at
MyCommunicationLab
or an old way of looking at new things. You may discuss a theory not previously heard of or a
familiar concept not fully understood. You may talk about events that the audience may be
unaware of or explain happenings they may have misconceptions about. Regardless of what
type of informative speech you intend to give, the following guidelines should help.

Center InfOrMatIOn On the audIenCe
The information you communicate in your informative speech should center around and fo-
cus on the audience’s needs and interests. The audience should want to hear what you have to Watch the Video “Eat Right”
at MyCommunicationLab
say. Somewhere early in your speech, answer the audience’s unspoken questions: Why should
I listen? Why should I care about this information? In your speech, for example, you might
stress that what you have to say will save the audience money or time, will help them under-
stand the current financial market, or will enable them to make themselves more attractive.
In this way you’ll capture and hold your audience’s attention by showing them that the infor-
mation you have is relevant and useful to their goals and interests.

LIMIt the InfOrMatIOn

There’s a limit to the amount of information that your listeners can take in at one time. Resist
the temptation to overload them. Instead of enlarging the breadth of information you com-
municate, expand its depth. It’s better to present two new items of information and explain
these in depth, with examples, illustrations, and descriptions, than to present five items
without this needed amplification. The speaker who attempts to discuss the physiological,

CommunICatInG EthICally

Speaking Ethically

One interesting approach to ethics that has particular relevance to public speaking is
Karl Wallace’s "An Ethical Basis of Communication" (1955; see also Johannesen, Valde, &
Whedbee, 2007). Wallace suggested four principles or guidelines. As you reflect on Ethical Choice Point
these principles, consider if there are other guidelines about speaking ethics that should
be considered. You’re giving an informative speech to explain the new
initiative for more healthy food on campus. Among the
● The ethical speaker has a thorough knowledge of the topic, an ability to answer important items that should logically be covered is the cost
relevant questions, and an awareness of the significant facts and opinions bearing of this change, which is going to come from an increase in
on the topic. student fees. Since you are in favor of this initiative, you’d
● The ethical speaker presents both facts and opinions fairly, without bending or like to omit discussing cost largely because the students
spinning them to personal advantage; the listener makes the final decision. may vote against this plan if they find out that their fees
will be raised. You decide that you don’t have time to
● The ethical speaker reveals the sources of cited facts and opinions and helps include all issues, that it’s really the responsibility of the
listeners evaluate any biases and prejudices in the sources. audience to ask where the money is coming from, and
● The ethical speaker acknowledges and respects opposing arguments and evi- that this initiative is really for everyone’s benefit. What is
dence and avoids hiding valid opposing arguments from the audience. your ethical obligation in this situation? What will you do?