CHAPTER 12: Planning Public Speaking
LEARNING OBJECTIVES
After studying the topics in this chapter, students should be able to:
1. Explain ways in which public speaking is similar to everyday conversation.
3. Distinguish between a speech’s general purpose and its specific purpose and provide an
example of each.
5. Recall four criteria for evaluation online research.
6. Apply chapter guidelines to improve your ability to plan a public presentation.
MINDTAP ENGAGEMENT QUESTION
The first student activity in Chapter 12 asks students a polling question where they are presented
with a set of answer choices. One point is awarded regardless of what answer they choose. The
question is designed to reveal beliefs or assumptions about a chapter-specific topic. As an
instructor, you can view your classes’ responses as a pie chart within MindTap and discuss the
results in class, if you choose. This chapter’s question is:
How many speeches have you given in the past 5 years?
a. None
CHAPTER OUTLINE
I. Public speaking is enlarged conversation.
A. Many of the skills that are effective in one-to-one and group interactions are also
effective in public speaking situations.
B. Public speaking occurs naturally in everyday life.
C. A conversational speaking style is appropriate in many public situations.
II. When people think of public speaking, they often focus on the delivery. Most of a speech,
however, happens before it is delivered. The choices we make in planning the speech are
the foundation of effectiveness.
A. Keep these points in mind in selecting a topic:
2. The topic should be appropriate for the speaking occasion.
4. The topic should be narrow enough to be developed in the time allowed for
speaking.
1. Speeches to inform have the primary goal of increasing listeners’ understanding,
awareness, and/or knowledge about the topic.
3. Speeches to entertain have the goal of amusing, pleasing, or engaging listeners.
5. Once a general speaking purpose is solidified, the speaker will want to define a
1. A thesis statement is the main idea of an entire speech.
2. A good thesis statement is one that listeners can grasp at the beginning of the
speech and remember after it is completed.
III. Effective speaking requires audience analysis.
A. Demographic audience analysis identifies general features common to a group of
listeners, including age, sex, religion, cultural heritage, race, occupation, political
allegiances, and educational level.
2. Because we live in a multicultural world, effective speakers must be careful not to
use examples that exclude some groups.
4. While demographic information is useful, speakers should guard against
stereotyping.
B. Situational audience analysis focuses on information about listeners that relates
directly to the planned topic and purpose for speaking.
1. Effective speakers develop their speeches with attention to their specific listener’s
orientation (knowledge and attitude) toward the topic.
3. Effective speakers develop their speeches with attention to their specific listener’s
orientation toward the speaking occasion to determine the type and length of the
speech.
IV. Digital Media and Planning Public Speaking
A. Digital media can assist speakers in planning public presentations.
KEY TERMS PAGE IN TEXT
Demographic audience analysis 239
Mind map 235
Situational audience analysis 241
Specific purpose 237
Speeches to entertain 237
Speeches to inform 236
Speeches to persuade 236
Thesis statement 237
ACTIVITIES
1. Defining Speaking Purpose
For this and the next two chapters, create public speaking teams of four to five members that will
2. Mind Mapping
Open class by reviewing the mind-mapping method of generating speech topics that is discussed
3. Adapting to Audiences
This exercise is designed to heighten students’ awareness of the importance of adapting speaking
content to particular audiences. This is an exercise that can be continued as you cover the
4. Collaborative Thesis Composition
5. What’s a Thesis?
6. Situational Analysis
As part of the speaking group, have each group discuss the three areas of situational analysis,
which include the orientation of the listeners (the class) toward the topic, the orientation toward
the speaker, and the orientation toward the speaking occasion. Have them begin to brainstorm
topics that would be appropriate for the class and those that would not be. Also, have them write
JOURNAL IDEAS
• Describe your motivations for speaking on the topic you have selected. Why do you want to
talk with others about this topic, and what do you hope to accomplish?
• Describe your assumptions about your audience, which are based on demographic and goal-
focused analyses. How will you use this information to address the purpose of your speech
and your specific topic?
• The credibility of the speaker is key to the effectiveness of a speech. Consider three public
figures who, for you, have high levels of credibility, and consider three public figures who,
for you, have low levels of credibility. Why do you make such judgments about these
people? What factors are most important to you in determining the credibility of a speaker?
TECHNOLOGY RESOURCES
There are additional student resources in MindTap. If you have a networked computer in your
classroom and a projection system for viewing the computer screen, you can easily introduce
your students by walking them through the process for accessing the website. If you don’t have
this projection and computer equipment in your classroom, you can share the resources in this
Web Links
Website Description
URL
You can use idea generators to search broad topical
categories such as business, the arts, and education.
http://www.topix.net/
Stories and ideas for speech topics can be found on the
CNN site.
http://www.cnn.com/
This site features a software program that helps you
prepare concept maps so you can map your ideas.
http://cmap.ihmc.us/
The People & the Press website, sponsored by The Pew
Charitable Trusts, presents the results of public opinion
surveys on a variety of topics, such as the present
administration, gun regulation, and biological warfare.
http://www.people-press.org/
This site provides detailed information about three
common myths people have about public speaking.
http://ezinearticles.com/?3-Common-Public-Speaking-
Myths-Laid-to-Rest&id=1489948
This link features some do’s and don’ts of using humor
in speeches.
http://www.laughter.com/speakers/speechhumor.html
This is a link to Martin Luther King’s Nobel Peace Prize
speech.
http://nobelprizes.com/nobel/peace/MLK-nobel.html
This is a link to Bob Costas’s eulogy for Mickey Mantle.
http://www.theswearingens.com/mick/eulogy.htm
Created by Robert Harris of Southern California
College, the Virtual Salt website offers suggestions for
effective brainstorming and exercises to aid students in
selecting appropriate topics.
http://www.virtualsalt.com/crebook2.htm
TEST ITEMS
Multiple Choice Items
1. Which of these is a guideline for choosing a speech topic?
a. Select a topic that is brand new to you.
b. Wait as long as possible to choose a topic so that you have options.
c. Select a topic appropriate for your audience.
d. Select a topic on which you and listeners agree.
e. All of these answers are guidelines for choosing topics.
2. A behavioral objective that specifies what response a speaker wants from an audience is
called a
a. thesis statement.
b. specific purpose.
c. mind map.
d. speech topic
e. general purpose.
3. “Were my audience members alive when the spaceship Challenger exploded?” is an example
of a question that falls into what category of audience analysis?
a. demographic audience analysis
b. situational audience analysis
c. attitudinal analysis
d. geographical analysis
e. probing question analysis
4. What type of speaking has the primary goal of increasing listeners’ understanding,
awareness, or knowledge about a topic?
a. speaking to inform
b. speaking to persuade
c. speaking to entertain
d. narrative speaking
e. speaking for humor
5. When a speaker attempts to change listeners’ attitudes, beliefs, or behaviors or attempts to
motivate them to take some action, the purpose of this speech is
a. to inform.
b. to entertain.
c. to persuade.
d. to highlight.
e. to mind map.
6. “Knowing how to create a Zombie Apocalypse Preparedness Kit could save your life one
day” is an example of what?
a. a general purpose
b. a specific purpose
c. a thesis
d. an introduction
e. a main point
7. As part of her planning for her speech, Julia narrowed her topic by associating individual
ideas in relation to broader ideas. This concept is known as
a. brainstorming.
b. determining the purpose.
c. mind mapping.
d. clustering.
e. concept mapping.
8. David was born in the Philippines when his father was stationed on a military base there.
Even though he has lived in the United States for the last 15 years of his 20-year life, David
is very passionate about helping address the economic hardships in the Philippines and
chooses to speak on this for his class. David’s selection is an example of which piece of
advice about choosing a topic?
a. Select a topic appropriate to your audience.
b. Select a topic appropriate to the speaking occasion.
c. Select a topic that matters to you.
d. Narrow your topic to a manageable focus.
e. Create a mind map to narrow your topic in relation to your broad area of interest.
9. James Winans, a professor of communication, described public speaking as
a. communication from one to many.
b. linear communication.
c. enlarged conversation.
d. large group communication.
e. heightened conversation.
10. Effective public speaking is really enlarged conversation, because
a. the skills required are not so different from those we use in everyday conversations.
b. it occurs naturally in everyday life.
c. it can occur before fewer than 20 people.
d. it can involve speaking for as little as 2 minutes.
e. all of these apply.
11. What information can Kay learn from her demographic audience analysis?
a. Whether or not her audience likes her topic
b. Her audience’s attitude towards her
c. Her audience’s attitude towards the occasion
d. How many speeches her audience has seen
e. The average age of her audience
12. Situational audience analysis seeks to assess all of the following EXCEPT
a. the listeners’ knowledge about your topic.
b. the attitudes the listeners already hold about your topic.
c. the listeners’ perceptions of who you are.
d. the listeners’ reasons for being at the occasion.
e. the degree by which you may be able to sway the listeners’ opinions.
13. All of the following are necessary for a well-crafted speech EXCEPT
a. a thoughtfully selected topic.
b. a clear purpose.
c. a concise thesis statement.
d. a humorous anecdote.
e. none of these are exceptions.
14. All of the following are possible purposes for informative speaking EXCEPT
a. to teach listeners how to do something.
b. to correct listeners’ misconceptions.
c. to make listeners aware of a problem.
d. to convince listeners to stop doing something they are currently doing.
e. to describe a new procedure or policy.
15. A method of audience analysis that seeks information about specific listeners and that relates
directly to the speaker’s topic and purpose is
a. attitudinal audience analysis.
b. demographic audience analysis.
c. situational audience analysis.
d. contextual audience analysis.
e. critical audience analysis
16. Possible purposes for a persuasive speech include all of the following EXCEPT
a. to convince listeners to do something they are not currently doing.
b. to correct listeners’ misconceptions.
c. to motivate listeners to support a specific policy, law, or candidate.
d. to convince listeners to buy a product.
e. to inspire listeners to give time or money to a worthy cause.
17. Which of the following is an effective specific purpose statement?
a. I want 25% of listeners to donate blood.
b. I want listeners to know the five key principles of maintaining good health.
c. I want my listeners to laugh.
d. Donate blood.
e. Big business gets all the breaks.
True-False Items
18. Skills of successful public speaking are similar to those we use in everyday conversations.
a. True
b. False
19. Ninety percent of a speech happens before it is delivered.
a. True
b. False
20. One of the most powerful ways for speakers to enhance impact is to demonstrate personal
involvement with their topics.
a. True
b. False
21. Effective speaking is first and foremost a chance to impress others with your skills and
talents.
a. True
b. False
22. Storytelling is prominent in cultures that emphasize written communication more than oral
communication.
a. True
b. False
23. A thesis statement is the main idea of an entire speech.
a. True
b. False
24. Effective public speaking requires a formal style of delivery.
a. True
b. False
25. Mind mapping is a holistic record of information on a topic.
a. True
b. False
26. Narrowing your topic to meet the time requirement is not a primary consideration for a
public speaker.
a. True
b. False
27. It is preferred to select a speech topic that is of interest to you.
a. True
b. False
28. One challenge with using demographic survey data is to avoid stereotyping.
a. True
b. False
29. The physical setting is part of the speaking occasion.
a. True
b. False
30. Once you’ve selected and narrowed your topic and developed your general and specific
purpose statements, you are ready to begin writing the body of the speech.
a. True
b. False
31. A speaker can learn the age of her audience members by doing a situational audience
analysis.
a. True
b. False
32. Listeners’ perceptions of a speaker shape how they respond to a message.
a. True
b. False
33. Jamie is speaking about the upcoming local elections. She can learn her audience’s opinions
about the elections by doing a situational audience analysis.
a. True
b. False
34. Entertainment material can be used in informative and persuasive speeches.
a. True
b. False
Fill-in-the-Blank Items
35. General features common to a group of listeners are determined through
____________________ audience analysis.
36. “To persuade my audience not to text and drive,” is an example of a(n)
____________________.