public Speaking in the Workplace 18.1 419
ask for more clarification. Also, don’t let a questioner start making a speech. If it
looks as though a questioner is using the question-and-answer period to give an
oration, gently ask, “And what is your question?” or “How can we help you?”
This approach should elicit a question that you can then address and return the
communication process back to the control of the group.
Public-Relations Speeches
People who work for professional associations, blood banks, utility companies,
government agencies, universities, churches, or charitable institutions, as well
as those employed by commercial enterprises, are often called on to speak to an
audience about what their organization does or about a special project that the
organization has taken on. These speeches are public-relations speeches. They
are designed to inform the public and improve relations with them—either in
general or because a particular program or situation has raised questions.
DIScuSS the neeD or Problem A public-relations speaker begins by dis-
cussing the need or problem that has prompted the speech. Then he or she goes
on to explain how the company or organization is working to meet the need or
solve the problem—or why it believes that there is no problem.
antIcIPate crItIcISm It is important in public-relations speaking to antici-
pate criticism. The speaker may acknowledge and counter potential problems
or objections, especially when past presenters have encountered opposition to
a policy or program. It should be noted that not all public-relations speeches
make policy recommendations. Many simply summarize information for those
who need to know. A speaker who is discussing a policy or program, however,
should respond to criticism by emphasizing the positive aspects of the organi-
zation’s activities and should take care not to become defensive. He or she wants
to leave the impression that the company or organization has carefully worked
through potential pitfalls and drawbacks.
For example, local developer Jack Brooks is very aware that many of those
present at the city council meeting are opposed to his developing an area of land
within the popular Smythson Creek greenbelt. Rather than ignoring the objec-
tions, he deliberately and carefully addresses them:
Many of you here tonight played in the Smythson Creek greenbelt as
children. It was there that you learned to swim and that you hiked with
your friends. I, too, share memories of those experiences.
I want to assure you that my proposed development will actually
help to preserve the greenbelt. We will dedicate in perpetuity an acre of
unspoiled greenbelt for each acre we develop. Further, we will actively
seek to preserve that unspoiled land by hiring an environmental special-
ist to oversee its protection.
As things stand now, we risk losing the entire greenbelt to pollution
and unmanaged use. I can promise a desirable residential development,
plus the preservation of at least half the natural environment.