Addis Ababa University, Department of management 2019

CHAPTER THREE
SPEECH
Introduction
Speech is the process of establishing a common understanding among people within a business
environment by means of spoken language. The widely applied means of oral communication in
face- to- face business situations are listening short talks and presentations, conducting interview
and meetings. Speech is one of the media of communication that we use to deliver message or
information for many people’s at once.

3.1. TYPES OF SPEECH

Although there are many different types of oral presentations, they can be divided into three
general categories: Presentation to inform, persuade and to entertain. Since entertainment is rarely
the purpose of speeches by entry level employees and supervisors, we will discuss only
informative and persuasive presentations.

INFORMATIVE PRESENTATIONS
Informative presentations occur continually in business and professional organizations. Although
there is some overlap between informative and persuasive presentations, informative presentations
are intended to increase understanding, not to change an attitude. The majority of informative
presentations are informal in nature, most employees are expected to organize and present informal
briefings and reports to colleagues and supervisors as a normal part of their jobs.

Types of Informative Presentations

The basic purpose of an informative presentation is to promote understanding of ideas.
Many types of informative presentation are used in business situation. Although, the names given
of various informative presentations differ greatly from company to company here we will discuss
some of them. Examples of informative presentations are:
 Oral briefing
 Oral report
 Instruction
 Community good will

Oral Briefing
Oral briefing is designed to present a summary of facts in a short period of time (usually fifteen
minutes or less). A briefing may be given to an individual (such as an employee, supervisor, of
client). Many briefings are informal; when an employee or supervisor informally presents

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information to colleagues at a weekly meeting other briefings are more formal, such as a briefing
on the status of a particular project given to an entire department. Since briefings last only a short
time, few visuals are required.

It is impossible to supervisors to observe all events or situations themselves. Consequently,

informative briefings and reports presented by their employees are the only way supervisors can
stay up to date on the tremendous amount of information they need to make sound decisions.

Oral Report
Oral report is designed to present complete details and requires a longer period of time (usually
more than fifteen minutes). A report may be a research report on the feasibility of producing a new
item, an analytical report examining various ingredients such as those used to strengthen a type of
plastic, a demonstrative report explaining how to use a new machine or company product, or an
investigative report examining a problem area. Often decision making groups are required to
prepare both written and oral reports on a problem and their recommendations for solving it. Like
the briefings reports may be informal or formal but tend to be more formal than the most briefings.

If the report includes recommendations, the recommendations should be presented in an

informative (not persuasive) manner and include both advantages and disadvantages. The detailed
information presented in a report can be simplified by the use of visual aids.

Supervisors use briefings and reports to communicate company policies and operational
procedures down ward to employees. Employees use briefings and reports to:
1. Communicate ideas and proposals upward to supervisors and horizontally to fellow
workers and
2. To present information or demonstrate product use to clients.

Instructions
This is aimed at making clear a process or policy or even the philosophy of a company mostly to
younger (newly coming) employees. It requires listeners to follow the explanation, learn from the
instructions and then apply it within the organization.

Community good will

These are made by organizations that realize the value of remaining in contact with the
community. Sensitive organizations spend considerable time and money to support their public

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relation offices that are meant to after and leave a positive company image in the minds of the
community.

Persuasive Presentations
The basic purpose of a persuasive presentation is to influence choices. Persuasion (specifically,
selling ideas) was listed earlier as one of the most often used communication skills by people in
entry level jobs, it may very well be one of the least effectively used. Business people view
persuasion as coercion. They feel that the only way to get people to do what they want is by force
or trickery. Neither of these methods is effective and neither is really persuasion.

“Persuasion is communication intended to influence choice” but it is not the same as coercion. To
coerce is to eliminate or exclude options. To inform is to increase the number of person’s options
or choices (the more you know, the more choices you have). To persuade is to limit the options
that are perceived as acceptable”

There is no force or trickery in persuasion. The receivers of the persuasive message must weigh the
logic and evidence and make their own decision. Once that decision has been made, they alone are
responsible for it, although the sender helped influence the decision.

In business your ability to achieve the company’s goals depends on your ability to persuade others.
If you cannot use force or trickery or cannot expect listeners to be persuaded by information alone,
how do you persuade them?

3.2. Parts Of Speech

Speech has three main parts:
1. Introduction
2. Body and
3. Conclusion

INTRODUCTION
Introduction is to take place at the first few minutes of our speech. The introduction of an oral
presentation should:
(1) capture the attention of your listeners
(2) Motivate them to listen by showing the importance or benefit your presentation will
have for them
(3) Convince them that you are qualified to speak on the subject, and

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(4) Explain the purpose of your presentation.

Capture the attention of your listeners

As you begin your presentation, listeners’ attention may be focused on many personal things. So in
this introductory part you are expected to direct the attention from individual concerns and
thoughts to your presentation. Same common techniques for gaining attention are:
 Reveal one or more starling facts
 Tell joke or humorous story relating directly to the topic
 Briefly cite two or three specific incidents or examples that relate to the topic.
 Quote or paraphrase a well-known publication or expert.
 Briefly demonstrate the item or skill you will be discussing in your presentation.

Convince the audience of the benefit to them

Capturing the initial attention of your listeners does not guarantee that they will listen to the
remainder of your presentation. To keep their attention you must convince them that the
presentation will benefit them in same way- that is, will help them satisfy personal or job-related
needs.
Assure the audience that you are qualified to speak on the subject
The speaker is expected to demonstrate his qualification to speak on the topic by referring to his
personal experience, the detailed research he has done on the topic, the interview he has conducted
with knowledgeable peoples or the articles and books he has read that were written by experts. By
doing so the speaker should have to convince the audiences as he has the knowledge on the topic.

Explain the purpose of your presentation

Here the speaker is expected to state the purpose and a summary of the main points to be covered.
The average listener finds it much easier to follow and remember the ideas contained in the
presentation when the introduction lists the key points that will be covered.
Body
In the main body of the speech the main points that are summarized in the introduction part needs
to be discussed in detail. Most speakers cover, two, three or four main points in their presentation.
Researchers have found that people are “capable of accurately receiving and remembering only
seven facts, ideas or “bits” of information at a time”. Therefore, organize the information into
seven or fewer key ideas or main point.
The number of main points that should be included depends on (1) how many points are needed to
adequately develop the topic (2) the time limit and (3) the knowledge and interest of the audience.

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The main points can be organized in a variety of methods. The arrangements that seem to be most
relevant to business and professional situations are:

Topical arrangement
This arrangement is used to break a topic into clusters, divisions, or parts. No spatial,
chronological, or casual relationship exists between the main points in a topical arrangement; each
is merely one of several topics pertaining to the same subject. It is probably the easiest, and
therefore, the most popular method of arrangement. It is most effective when arranged in one of
the following ways:
a) From the most to the least popular
b) From the most to the least impressive
c) From the known to the unknown
d) From the familiar to the unfamiliar
Spatial or geographical arrangement
This arrangement organizes main points according to their spatial location, such as front to rear,
north to south, bottom to top, left to right. The lay out of a manufacturing plant could be described
by its left, center and right wings.
Chronological or time arrangement
This arrangement is used to present events in the order (or by the date) of their occurrence and to
present steps in the order in which they occur or in the order in which they should be followed.
Problem- Solution arrangement
This arrangement divides the speech in to two basic categories: The analysis of the problem and
the explanation of one of several solutions.
The Conclusion
The conclusion normally contains two parts: a summary and a closing thought or statement. The
summary can be general (referring to the overall topic of the presentation) or specific (listing the
main points covered). The intent of the summary is to clarify for the listeners any contusions about
the purpose and main points of your presentation.
The closing thought or statement serves as a final attention getter. Its purpose is to give the
audience a thought or challenge that will keep them thinking about your presentation long after it
is completed.
3.3. Characteristics of a Good Speaker
Every good speech requires careful preparation. The speaker must be ready to cover the subject
thoroughly and must carefully organize the presentation. Here below are the guidelines of being a
good speaker:
1. Know the subject

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2. Know the audience

3. Be well organized

The oral presentation must be well organized logically starting from the planning process. If you
have the following points, it will be easier:
i. Decide on the order that will be followed
ii. Set down the basic ideas you want to express (and consider different
ways of arranging them). Thus organize the information in a form of
introduction, body and conclusion.
iii. State what you want to discuss clearly (problem? process? project?)
4. Involve your listener
i. Tell a real story
ii. Tell a hypothetical story
iii. Present statistics
iv. Use of quotation
v. Tell a joke
5. Plan your conclusion
3.4. Guidelines for an Effective Delivery of Speech
As we have seen speech is series of thoughts in the mind. There are about seven guidelines for
speech:
a) Look at your audience
b) Speak clearly
c) Use appropriate gestures
d) Check your postures and appearance
e) Make clear transition
f) Vary your volume and speed
g) Watch and listen for feedback

A. Look At Your Audience

Do not get frightened to look at the audience. The easiest way to do this is to look at the audience.
This does not mean a periodical quick look at the group. Rather it means talking with them and
looking at them. Do not look podium platform or over the heads. Be alert for the audience’s
feedback and make the necessary adjustment. Make good eye contact (it helps to build a link
between you and the audience). All these will permit you to relate your information to them not at
them. Look at these in the middle section, then those to the right, and then those to the left. Let
your eyes rest on different sections of the audience and a mass of faces. For the effectiveness of
your delivery of speech you need to have a clear eye contact with your audience and you need to
make sure that whether your audiences are following you or not.

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B. Speak Clearly
The speech is related to accent. Accent is pronounced noticeably. Pronunciation means saying
words correctly, while enunciation means saying words distinctly. Both are necessary if you are to
be understood and wish to make a good impression on others. Your accent of words phrases and
sentences needs to be in line with the accent of your audiences and it should be easily
understandable.

C. Use Appropriate Gesture

Gesture adds to the message you communicate. Although, gestures have vague meanings, gestures
are strong. They are natural aid to speaking. It should be clear that you could use bodily
movements to help your speaking. Which movement you should use, however, is hard to say. They
are related to personality, physical make up, and the size and the nature of the audience. A speaker
appearing before a formal group generally should use relatively few body actions. A speaker
appearing before an informal audience should use more what you should use on a given occasion
is a matter for your best judgment. Your body movement while you are on presentation has a
significant impact on the effective delivery of your speech so need to consider these things in your
presentation.

D. Check Your Posture and Appearance

Obviously, speaker will dress and stand in a manner appropriate for the presentation .Do not let
your appearance, posture, or destructing gestures over ride your message. It is important for you to
dress properly, stand correctly and bring the focus of the audience for your message and not to
destructions, have others tell you whether your posture needs improvement. Another is to practice
speaking before a mirror or with video type equipment. In your efforts to improve your posture,
keep in mind what must go on with your body in order for good posture.

E. Make Clear Transition

It is possible to cover topics faster so that the audience may not follow them properly. Therefore, it
is vital that you watch your transitions .At the end of a major point, slow down or pause for a
moment. Then, instead of abruptly starting the next idea, tell the audience that you are now moving
from your expiations of ‘communication goals’ to communication skills. Statements like these are
called transitions and they tell the audience to switch gears and prepare for the next item in the
speech. Transitions provide a rest for listeners and also give a clear signal about where you were
and where you are going now .Some common transitions that might be used are:

 ‘Now let’s turn to another point…’

 However, there is another aspect that we should look at today…..’
 ‘now with our understanding of…we can discuss …’
Thus, when the transition is stated slowly, you look at the audience and incorporate gesture with
the transition. The audience will understand what is being said and will know what will be said.

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F. Vary Your Volume and Speed

A boring speech may put your audience to sleep .Some ideas need to be started forcefully; others
need to be noted softly, respectfully. Look a good piece of look that is fast ,slow ,high, low, loud or
soft ,so should a speech reflect changes that match with the content of the idea .A speech could be
as boring and monotonous as a piece of music that proceeds at one volume level and speed
only .As a general rule ,you should present the easy parts of the message at a fairly quick rate and
hard to understand information at a lower ( slower pace ). The reason for varying the speed of the
presentation should be apparent .Easy information presented slowly is irritating, hard information
presented rapidly may be difficult to understand. By observing your audiences condition in the
presentation you should vary your volume and speed of voice to hold their attention.

G. Watch And Listen Feedback

You can and should train yourself to watch the audience as you speak and to be sensitive to its
changing moods .The alert speak will be on the look out for a feed back. If the audience looks
confused on a particular point you can assist by interjecting a statement like ‘let me repeat that…or
perhaps I can state this concept in another way …’ Besides helping the audience to understand the
message , such statements indicate that the alter speaker is paying attention to the audience .Also if
the audience laugh’s longer than expected at a humorous comment ,the speaker pauses and permits
the audience and to catch up .By looking at the people in the audience and interpreting their feed
back ,you can keep the message on target .Successful interaction with the audience is ,to a large
extent the element that makes your audiences glad for coming to hear you .

Thus, to deliver the speech, check your volume, keep your head up, use conversational tone, and
hide your nervousness. Stand as ease, avoid mannerisms, use the time allotted. Observe audience
reaction carefully select the closing words .Conversational tone refers to the usage of simple
language to the audience, where as mannerism is articulation of word not clearly and over usage of
ah, uh etc.

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