Public Speaking

Develop Ethos or Speaker Credibility (^217)

Expressing Goodwill

Audiences want to know you have their interests in mind, that you understand their

situations and view them positively. You can project warmth through behaviors

that signal interest and engagement, especially through pleasant facial expressions.

Genuine, not faked, smiles show warmth and positive interest in others. Observers feel

more connected to someone who appears relaxed and smiles, so they smile in return,

promoting a positive feedback loop.^7

Another component of goodwill is identification, or co-orientation. Kenneth

Burke,^8 one of the twentieth century’s most respected rhetoricians, explained that a

variety of divisions separate us, but identification helps bring people with diverse beliefs

and behaviors together.

How do you identify with your audience? One way is to find areas of common

ground—to emphasize your similarities. This is obviously easier when you share beliefs,

values, attitudes, and behaviors; however, diversity makes identification more challenging,

so search for commonalities on which to build. For instance, regardless of differences,

you and your audiences need safety and self-esteem. Here’s a good example of an Asian

American speaker finding common ground with her largely African American audience.

So I salute you, a cherished ally.... We are Japanese, Filipinos, Chinese, Asian

Indians, Koreans, Vietnamese, Laos, Thais, Cambodians, Hmongs, Pakistanis, and

Indonesians. Each has a distinct beautiful ethnic cultural heritage, but our goals are

the same as yours. We want to remove racial barriers, we want equal opportunity

for our members, and we want to create greater horizons for those who follow.^9

Although identification typically relies on commonalities, in some cases differences

can make you more credible, depending on the topic. For example, Maysoon Zayid,

a Palestinian Muslim advocate and comedian, has cerebral palsy as a result of a birth

injury. Her speeches about disability and careers are more persuasive because of her

differences. You can watch her TED talk on your online resources.

Demonstrating Good Sense

Good sense is a cluster of characteristics, made up of several components, including:

•   Intelligence: Have a broad understanding of your subject, complete with up-to-date

information of the highest quality. Be able to discuss related historical developments,

and link your topic to contemporary national and international issues. Then, listeners

will recognize that you’re not just bluffing your way through your speech and that

you have the discernment to select only the most credible information.

•   Sound reasoning: Support your claims with trustworthy evidence and logical connec-

tions between ideas. Avoid fallacies and unwarranted or excessive appeals to emotions.

•   Composure: Maintain your poise in a stressful situation. On one hand, if you

become overly agitated, your audience may wonder why you can’t control yourself.

On the other hand, if you remain composed and controlled, they’ll perceive you

more favorably. However, note the differences in cultural expectations described in

Diversity in Practice: Composure in Other Cultures.

Showing Dynamism

Dynamism, or forcefulness, is a fourth trait that influences credibility. It is linked to

extroversion, energy, and enthusiasm. (See Chapter 14.) This doesn’t mean that

introverts can’t be credible; however, your visible enjoyment of your topic, your enthusi-

asm, and your overall liveliness contribute to your ethos. Think of it this way: aren’t you

more likely to believe someone who states ideas forcefully rather than apologetically?

warmth using behaviors

that signal positive interest

and engagement, especially

through pleasant facial

expressions

identification, or co-

orientation concerns shared

among speakers and listeners

that help overcome divisions

and bring diverse people

together

common ground specific

areas or concerns that

both speaker and audience

consider important

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