ASSESSING SPEECH INTRODUCTIONS

Gain the attention of the audience: Props or physical items (like a product sample) that are appropriate and relevant to your topic are best, but any image, chart, graphic, and photo will do as long as it is true and relevant to the topic selected. Prefer and be aware of the significance of certain iconic images. If your attention-getting “hook” lacks relevance you may be suspected of just trying to get attention (that is, to “hook” people) and that may hurt your credibility.  You must show some attempt to gain attention even if your attempt does not work on our audience. [ Baruch Resources: How to use Powerpoint effectively. Conducting on-line research . How to Use Excel to Prepare slides. Examples. Rule of Thirds for Graphics].

One method of gaining attention is to relate the topic to the audience.People pay attention to things that affect them directly. No matter what other interest-arousing lures speakers choose, always relate the topic to the audience.

A second method of gaining attention is to state the importance of the topic.
An audience is not likely to be interested in a topic they regard as unimportant. Whenever a speaker discusses a topic whose importance may not be clear to the audience, the speaker should think about ways to demonstrate its importance in the introduction.

A third method of gaining attention is to startle the audience.
This method can be highly effective. It is important, however, that the startling material be directly related to the speech and targeted to the tastes of your audience; otherwise its use may be considered gratuitous or as a “cheap” way to get attention. For example, the issue of diminishing Arctic ice may be shown as a chart, a comparison, even a clip (note: clips not permitted in class speeches).

A fourth method of gaining attention is to arouse the curiosity of the audience.
People are curious. Their interest can be engaged with a series of statements that add to their curiosity about the subject of your speech, fully aware that there is an internet of fascinating information engulfing us. Remember your mission is to present compelling content (example based on facts ! ) to promote an ethical, logical argument.

A fifth method of gaining attention is to question the audience.
A speaker can use either a single question or a series of questions.
You risk credibility with this choice as you temporarily give up control of the forum and invite a response that can undermine your entire speech. Effective lawyers never ask a question in court for which they do not already know the answer. Asking a rhetorical question can also work against you. In any event, your question or questions should be firmly related to the content of the speech.

A sixth method of gaining attention is to begin with a quotation.
A well-chosen quotation can add depth, human interest, or humor to an introduction. The quotation will be most effective if it is no longer than a sentence or two. Quotations of interest here.

A seventh method of gaining attention is to tell a story.
Because most people enjoy stories, this may be the most effective method of beginning a speech. For this method to work, the story must be delivered well.

An eighth method of gaining attention (and to set an appropriate tone ) is to explore the background and etymology of a key term in your speech. For example, a speech on the topic of war could introduce the issue by describing how the term, “war” as an Indo-European root word [originating in the Sanskrit word, pronounced as “varren,”] that means “desire for more cattle.” This helps frame an issue in a broader context. Other methods of gaining attention include referring to the occasion, inviting audience participation, using audio equipment or visual aids, relating to a previous speaker, and beginning with humor. All of these methods can be effective depending on the audience, the topic, and the occasion. Unlike the first eight methods of gaining attention, these additional methods are used more frequently in speeches outside the classroom than in the classroom. [More on “framing” here.]

(2) Gain the interest of the audience: Usually a compelling visual image ( e.g., from a google image search) can set the tone or re-enforce the theme of your speech. This is one purpose of the television chyrons, sets and backdrops that newscasters use. Anything appropriate to your topic – and is true – should be considered. Some topics require that a startling graphic, or even an ugly image, are needed to arouse interest.

(3) Reveal the topic of the speech: State your purpose without being blatant or obvious. You do not need to state explicitly:  “The purpose of this speech is to propose changing our laws on drug use.” Usually, avoid referring to your speech as a speech; this would be like a stage actor declaring that you are watching a staged performance. Duh. Instead, simply get to your main assertion: “My research suggests we should change our laws and policy regarding drug use.” Declare your proposal. Later, in the body of the speech, make your case (with facts, anecdotes, and testimony) for the need to support your proposal.

(4) Establish credibility: Maintaining eye contact is the most effective way to communicate credibility in our culture, as every successful speaker, from huckster to preacher, knows well. [Videos on eye contact ] In addition, you should briefly mention anything relevant such as your personal experience (including your research efforts), credentials, degree, certificate, previous or current work, or motive for proposing your topic. Example: “As a student burdened with loans, I see financial aid going to crooks and I wonder where is the outrage….” Often, your purpose may seem obvious; nonetheless, state it explicitly: “The government should forgive loans to honest students just as they did for dishonest speculators.” Credibility is a matter of being perceived by the audience as qualified to speak on a particular topic. Credibility can be based on the results of your thorough research or it can be based on your own firsthand experience. Whatever the source of your credibility [ initial, derived, or terminal] as a speaker, you should let the audience know explicitly. Avoid bragging as it puts off people unnecessarily. Be clear about the basis for your authority even, or especially, if it is an article from sciencedaily.com.  Do not assume an audience member will infer your credibility from a vague statement. Also, while it is a cultural norm unrelated to valid inference, eye contact prevails as the major way we infer credibility from a speaker. Of course, one of the the first things an unethical speaker exploits is the fact that gullible people believe eye contact signifies sincerity.    [Checklist for evaluating evidence.]

(5) Establish goodwill: “What’s in it for me to spend or 6 minutes of my life listening to you talk about something I’m not interested in?”-- this is the silent question echoing in the minds of your audience. Tell them what are the benefits of listening to your proposal. Explain to them how their lives will be improved by listening and responding to your proposal. Establishing goodwill is a matter of showing that the speaker has the best interests of the audience in mind. Creating good will is especially crucial for speakers outside the classroom who may be identified with causes that arouse hostility among the audience. Creating good will can also be a concern for students who advocate highly unpopular positions in their classroom speeches. [Goodwill most important in business where you must serve both Golden Rules to be successful.]

(6) Preview the body of the speech: Tell people what you are going to do in the next 4 or 5 minutes and what sub-topics you will raise in the next few minutes. A preview statement tells an audience what to listen for in the rest of the speech. Because they generally come at the end of the introduction, preview statements provide a smooth lead-in (or transition ) to the body of the speech.

Previews, or overviews, are also an opportunity to present special information, such as definitions of terms that the audience will need to understand the rest of speech, relevant historical or background information. [“But before we begin our detailed analysis of digital widgets, let’s look at a few terms of art  in bitcoin processing useful for our understanding the solution I will propose.” Or “Let’s first note the long rivalry between these two firms before assessing the terms proposed for a merger.” [ Summarizing and paraphrasing details here.]

(7) Provide a transition: (see list of transitional words: http://worldtraining.net/transit.gif ) or lead-in to the first main point you will make to indicate that you are now finished “introducing” and are now getting ready to lead us into the Body of the speech.

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Here are four complete introductions from classroom speeches.
Each has at least one flaw that keeps it from fulfilling all the functions of a good introduction. In each case identify the flaw (or flaws) and make specific suggestions for improving the introduction. Each has at least one flaw that keeps it from fulfilling all the major functions of an effective introduction discussed in your textbook. In each case suggest specific ways to improve the introduction after identifying the flaw (or flaws).

A. What tiny crystal fortified the coffers of many ancient empires and laid waste to others? What mineral has the power to create and the power to destroy? What is "good as gold" when scarce and "cheap as dirt" when abundant? The answer to all of these questions is salt, the spice of life. Today I would like to look at the importance of salt in history, at how we spice up our lives with salt today, and at the role salt will probably play in the future.

B. We have so much unused human potential in this modern world of today. By improving the use of your time, you can have much more time for social activities. You can use your mental processes more fully, thereby improving your grades. You can also increase your physical stamina and improve your health. We must learn to know our bodies.

C. A six-year-old collie lay battered and helpless by the side of the road. The car that hit her had broken her pelvis, dislocated her hip, and smashed her jaw. It had also blinded her, and she whimpered in pain and fear. Unfortunately, this true story happens much too frequently because of the growing problem of pet overpopulation. Having grown up on a farm with animals of all kinds, I care deeply about their welfare, and I have become aware through my veterinary courses of how serious the problem of pet overpopulation is.

D. Every problem has at least two sides. When one side is right, and the other side is wrong, the problem is easy to solve. But what if both sides have merit in their arguments? How do you solve these problems?  Balancing the rights of everyone in an adoption is one of these problems. The parents who give up the child have a right that all the information they disclose should be kept confidential, while the adopted child has a right to know about the identity of his or her natural parents. Today I'd like to explore this problem with you and look at one approach to solving it.