Lecture Notes on Persuasive Speaking and Credibility

Introduction

• Focus on credibility in persuasive speaking.
• Importance of opinion leaders in an audience.

Opinion Leaders

• Definition: Individuals who influence decisions, attitudes, and behaviors of an audience due to their respected judgment or background.
• Role: Lead the mindset of groups; influential in forming opinions.
• Identification: Successful presenters identify opinion leaders associated with their audience (e.g., employers, colleagues).

Using Opinion Leaders

• Integration: Reference these leaders clearly and frequently.
• Strategies:
  • Demonstrate similarities in rationale between opinion leaders and the speaker.
  • Give credit to opinion leaders' accomplishments.
• Types of Opinion Leaders:
  • Internal: Present within the audience.
  • External: Prominent figures not present (e.g., politicians, celebrities).

Credibility

• Definition: Credibility is perceived by the audience; "in the eye of the beholder."
• Elements:
  • Trustworthiness
  • Competence
  • Dynamism

Ethos Credibility

• Definition: Persuasion based on who or what the source is.
• Building Ethos:
  • Competence: Expertise in subject matter.
  • Trustworthiness: Being reliable and ethical.
  • Dynamism: Impactful delivery and energy.

Sources of Credibility

• Speaker: The speaker themselves.
• Sources: Cited individuals or references.

Types of Credibility

• Extrinsic Credibility: Established outside the presentation (e.g., reputation, introductory speaker).
• Intrinsic Credibility: Built during the presentation through the speaker's delivery and engagement.

Aesthetic Components of Credibility

• Preparation, sincerity, poise, and firmness enhance credibility.
• Qualifications: Degrees, affiliations, accomplishments boost credibility.

Persuasion Process

• Five Phases:
  1. Awareness of a message.
  2. Interest in the message.
  3. Evaluation of the message and feelings about it.
  4. Trial period to judge feasibility.
  5. Decision-making phase.
• Persuasion Dropouts: Withdrawal at any phase.

Preventing Persuasion Dropouts

• Presentation Order:
  • Climax Order: Weakest to strongest argument.
  • Anti-Climax Order: Strongest to weakest argument.
  • Pyramid Order: Strongest argument between weaker ones.
• One-sided vs Two-sided Presentation:
  • One-sided: Used for audiences that agree.
  • Two-sided: Used for skeptical audiences.

Strategies for Acceptance

• Reasons for Acceptance:
  • Speaker’s high credibility.
  • Effective use of evidence and sources.
  • Emotional appeal (Pathos credibility).

Establishing Character

• Traits for Credibility:
  • Sincerity
  • Trustworthiness
  • Audience concern

Types of Credibility

• Initial Credibility: Before speaking (extrinsic).
• Derived Credibility: During the speech (intrinsic).
• Terminal Credibility: At the end of the speech; desired goal for speakers.

Conclusion

• Understanding and establishing credibility is crucial for persuasive speaking.
• Credibility is as important as logic and reasoning in persuasion.