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Chapter 005

Management Communications - Chapter 005

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University of Toronto Scarborough
Management (MGT)
J Howard

PERSUASIVE PRESENTATION 31 January 2014 (Chapter 5, p.52-70) You can be persuasive by using various methods of proof: logos, pathos, and ethos. Logos means reason (logic), it contains facts and figures. Pathos means emotions, appealing to needs, wants, and desires of audience. Most decisions are made in combination of logic and emotion. Ethos means credibility. ESTABLISHING CREDIBILITY Major components of credibility: • Perceived trustworthiness • Perceived competence • Perceived conviction Regardless of whether or not a presenter actually has any of these things, the audience’s perception is what matters. Your competency can be established by your introduction, which states your credentials and accomplishments. The force of your convictions will be established during your presentation as you demonstrate your knowledge and display your convictions. Trustworthiness is harder to establish, a classic approach is through common ground, sharing similarities between you and your audience (common demographics, experiences). Most successful presentation has some elements of all 3 modes of persuasion. 3 levels of persuasion • To motivate o Excite listeners about what is being shared, feel good about what you are telling them o Probably won’t be altering opinions or beliefs o Church sermon • To convince o Change your listeners opinion or develop the same opinion you have o Change mind • To call to action o Want audience to do something o Most difficult level Steps • Outline (state purpose – level of persuasion) • Identify audience o Favorable  Already share opinions and probably what you want o Hostile  Have own feelings, should listen to them, understand and try to help o Apathetic  Don’t care about what you have to say, must be made to realize how they will benefit before they will respond favorably o Uninformed  Listeners are not opposed to what you have to say; they just don’t know anything about it  Takes more time to develop, goal is to educate them o Favorable mix  Favorable, uninformed, apathetic  Inform the uninformed and convince the apathetic that there is a need or benefit o Hostile mix  Challenge is to disarm hostile members and win them over as soon as possib
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