Lecture Notes
Chapter 12: Speech Design
Learning Objectives
12.1. Analyze audience and context
12.2. Explain how to gather research for your speeches
12.3. Organize the body of a speech and incorporate effective transitions
12.4. Develop effective introductions and conclusions
12.5. Discuss the role and value of language
12.6. Apply the KEYS process to develop professional excellence in speech design
Chapter Summary
Chapter 12 describes audience analysis and context. It explains how to gather research for your
speeches and how to organize the body of a speech and incorporate effective transitions. In
addition, the chapter discusses how to develop effective introductions and conclusions. It also
discusses the role and value of language and concludes by applying the KEYS process to
develop professional excellence in speech design.
Chapter Outline
I. Analyzing the Audience
A. Audience-Centered Speaker
1. Ask, “Who is my audience?”
2. Use an audience analysis to frame and guide the preparation and delivery of
the speech.
II. Analyzing the Context
A. Context Analysis
1. Context analysis helps determine the purpose of the presentation.
2. Use the information you learn from your analysis to enhance your presentation.
III. Researching
A. Gathering Research
1. Internal sources are from within the organization such as reports, policies, or
interviews with employees and/or customers.
2. External sources are from outside the organization such as outside agencies,
the competition, the government, and the media.
B. Determining What to Include
1. What information does this audience need to know to be informed or
persuaded?
2. What information is the most relevant to this audience?
3. What information would be the most interesting to this audience?
4. What information is needed to support my specific purpose effectively?
5. Examples based on personal experience are more persuasive.
6. Include a variety of statistics and personal examples.
IV. Organizing Your Presentation
A. Organizing the Body
1. Monroe’s Motivated Sequence
a. Attention
b. Need—establish the problem and the need for a change.
c. Satisfaction—provide a solution for the problem presented.
d. Visualization—increase the audience’s desire for the solution by
visualizing the benefits.
e. Actions—specific call to action
2. Other choices for organization
a. Chronological
b. Sequential
c. Cause–effect
d. Topical
e. Comparison–contrast
B. Developing Transitions
1. Transitions are any words or phrases that help guide the listener.
2. Clear transitions must appear between your main points.
3. As you finish one point, you add an internal summary followed by an
internal preview.
4. Use signposts—words or phrases to let the audience know where you are within
the presentation.
V. Introductions
A. Specific Components
1. Gaining attention
2. Introducing the topic
3. Develop credibility
4. Relate the topic to the audience
5. Preview main points
VI. Conclusions
A. Complete Your Main Points
1. Don’t false close: Speaker signals the presentation is concluding but introduces
new information.
2. Do summarize/review of the main things or points.
B. Three Steps
1. Let the audience know it’s over.
2. Provide a summary.
3. Leave a strong impression.
a. End with a story, quote, memorable story, or refer back to the beginning
of the speech.
b. Never end with, “Well, I guess that’s it.”
c. Wait for any applause and then move to asking for questions.
VII. Language
A. Adapting Your Language
1. Eliminate cuss words.
2. Eliminate slag terms or made-up words.
3. Eliminate texting language, which is really slang.
4. Eliminate colloquialisms—locally or regionally based words.
B. Imagery and Repetition
1. Imagery paints a picture for the audience.
2. Use metaphors or descriptive terms.
3. Repetition is repeating a phrase or creating a parallel structure with your
presentation.
VIII. KEYS to Excellence in Designing a Speech
A. Know Yourself
1. Know yourself and your topic, and how your audience can relate to that topic.
B. Evaluate the Professional Context
1. Knowing the culture of your audience and the general demographic makeup of
your audience.
C. Your Communication Interaction
1. Consistently critique both yourself and the audience.
D. Step Back and Reflect
1. Think about how you presented your speech to the audience and decide
whether it was an effective method or not.