strategies for adapting ideas to People and People to ideas 17.4 397
that you plan to change their opinions can make them defensive. It is usually
better to take a more subtle approach when announcing your persuasive intent.^31
begIn your speeCh by notIng areas oF agreement beFore you
DIsCuss areas oF DIsagreement In addressing the school board, one
community member began his persuasive effort to convince board members
they should not raise taxes by stating, “I think each of us here can agree on one
common goal: We want the best education for our children.” Once you help your
audience understand that there are issues on which you agree (even if only that
the topic you will discuss is controversial), your listeners may be more attentive
when you explain your position.
Don’t expeCt a major shIFt In attItuDe From a hostIle
auDIenCe Set a realistic limit on what you can achieve. Remember our
discussion of social judgment theory in Chapter 16, which suggested that
listeners fall into three latitudes of reaction to persuasive messages: acceptance,
noncommitment, or rejection. You may not be able to move hostile listeners out
of the latitude of rejection of your message. A realistic goal might be to have
your listeners hear you out and at least consider some of your points.
aCknowleDge the opposIng poInts oF vIew that members oF
your auDIenCe may holD Summarize the reasons individuals may op-
pose your point of view. Doing this communicates that you at least understand
the issues.^32 Your listeners will be more likely to listen to you if they know that
you understand their viewpoint. Of course, after you acknowledge the oppos-
ing point of view, you will need to cite evidence and use arguments to refute the
opposition and support your conclusion. Early in his speech to a neighborhood
group about the possibility of building a new airport near their homes, City Man-
ager Anderson acknowledged, “I am aware that a new airport brings unwanted
changes to a neighborhood. Noise and increased traffic are not the type of chal-
lenges you want near your homes.” He went on to identify the actions the city
would take to minimize the problems a new airport would cause.
establIsh your CreDIbIlIty Being thought credible is always an
important goal of a public speaker, and it is especially important in talking to
an unreceptive audience. Let your audience know about the experience, interest,
knowledge, and skill that give you special insight into the issues at hand.
ConsIDer makIng unDerstanDIng rather than aDvoCaCy your
goal Sometimes your audience disagrees with you because its members just
don’t understand your point. Or they may harbor a misconception about you
and your message. For example, if your listeners think that AIDS is transferred
through kissing or other casual contact rather than through unprotected sexual
contact, you will first have to acknowledge their beliefs and then construct a
sound argument to show how inaccurate their assumptions are. To change mis-
conceptions and enhance accurate understanding, experienced speakers use the
four-part strategy described in the How To box.^33