Real Communication An Introduction

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public figure is expected to speak well, but few public figures—or people

in general—are naturally gifted at public speaking. Luckily, the ability

to speak appropriately and effectively in a public environment can be learned,

developed, and improved. Steve Jobs may have made the process look easy, but

think about how ineffective his speeches would have been had he relied entirely

on his cool presentation aids without preparing ahead of time.

As you will learn in this chapter, the initial groundwork of becoming a confi-

dent, competent speaker and developing strong presentations lies in preparation—

namely, clarifying the purpose of your speech, analyzing your audience, choosing an

appropriate topic, conducting research, and taking responsibility for your speech.

Yet before we even address these issues, you might be wondering why public speak-

ing matters. Here’s why it is so important.

The Power of Public Speaking

Jack has what his Irish mother called the gift of blarney. He is an eloquent conver-

sationalist who dominates the discourse in business meetings and at cocktail par-

ties. But put him in front of an audience and he’ll panic. Jack’s ability to charm

friends and colleagues, impress potential dates, and talk his way out of parking

tickets disappears completely once the atmosphere changes from informal to for-

mal and his conversational partners are reduced to a more passive audience.

Public speaking always includes a speaker who has a reason for speaking, an

audience that gives the speaker attention, and a message that is meant to accom-

plish a specific purpose (O’Hair, Stewart, & Rubenstein, 2012). It is an incred-

ibly powerful form of communication that has, in fact, changed the world. From

the ancient philosophers, who taught debate skills for use in the courts of ancient

Greece, to nineteenth-century American abolitionists, who argued to end slavery

in the United States, public speakers have charted the course of civilization.

Ideally, we should all strive to be informed and conscientious citizens who

understand the role of public speaking within a democracy and feel compelled

to speak in public on topics that matter to us. Just think about what Jack could

do if he used his powers of persuasion on a larger and more formal scale.

Learning how to speak publicly can also play a powerful role in your per-

sonal and professional life, giving you an edge over less skilled communicators

and putting you in a leadership role (Ahlfeldt, 2009; O’Hair & Stewart, 1998).

Companies and personnel managers all over the United States have stated

that public speaking is one of the most important skills a potential employee

can possess (Bianca, 2013; National Association of Colleges and Employers

[NACE], 2013).

What if you feel anxious about public speaking? First of all, realize that you are

not alone: 75 percent of people experience pounding hearts and sweaty palms when

they think about getting up in front of an audience (Richmond & McCroskey,

1998). Second, recognize that through patience and practice, you can counter

some of this anxiety, if not conquer it altogether. Completing a course in com-

munication is a great first step (Zabava, Ford & Wolvin, 1993) as is following

the advice we lay out here.

After you have finished

reading this chapter,

you will be able to

Describe the power of

public speaking and how

preparation eases natural

nervousness

Identify the purpose

of your speech

Conduct audience

analysis

Choose an appropriate

topic and develop it

Support and enliven your

speech with effective

research

Cull from among your

sources the material that

will be most convincing

Give proper credit to

sources and take

responsibility for your

speech

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A

chapter

outcomes