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Speech Communication
Dr. Dominique Angela M. Juntado
djuntado@feu.edu.ph
What is the difference between:
To Persuade
To Convince
To Influence?
Why do people communicate?
It is natural
Usage of words and symbols makes it a part of
communication
Communication is the method to accomplish almost
every meaningful human goal
It is a skill
Ability to communicate depends on one’s experience,
training, and insight.
It is deliberate
The perspectives of people are neither ‘accidentally’
nor ‘unconsciously’ changed through persuasion.
Persuasion is therefore definable as ‘a deliberate act
where we decide that we desire a specific change with
targeted people in the real world.’2
It is about change
As a result of persuasive communication, people will
think, feel, and act differently.
-----------------------------
Therefore, Persuasion is…
Words for change
Intentional and deliberate
A skill you improve
-Thoughts- -Feelings- -Behaviors-
Beliefs Sadness Smiling
Facts Anger Nodding
Attitudes Disgust Frowning
Values Shame Grimacing
Attributions Happiness Voting
Disgruntlement Buying
Optimism Volunteering
Participating
Persuasion also changes emotions and moods. More
often, you’ll want to understand the other person’s current
emotion or mood to help you pick the most effective
persuasion play.
A Persuasion Play is a specific, planned act of persuasive
communication you design and implement to achieve a
goal. (ex. To change a mood or to create behavior change)
Q: Is there a difference between Persuasion vs.
Manipulation? (Justify your answer.)
All three categories are connected inside us
Our thoughts can change our feelings
(ex. If you are feeling slightly dejected, start thinking
‘good’ thoughts about your past successes and your
feelings will change)
Our feelings can change our thoughts
(ex. Seeing a story on TV that outrages and angers you --
- and soon all those calm and rational thoughts are
gone)
Our behaviors can change our feelings
(ex. If you’re feeling down, exercise a bit --- even just
stretch or walk briskly --- and your feelings will
improve)
Does ‘persuasion’ have to be angry or aggressive to be
successful? (Justify your answer)
Does ‘persuasion’ require strategy? Why or why not?
If you answered ‘yes’, what do you think goes into
strategizing?
How you know if you are good at persuasion?
Is there a difference between being able to persuade
people and ‘having power’?
Eye Contact with the Audience5
Focusing your eyes helps you concentrate. When your eyes wander, they take in
random, extraneous images that are sent to your brain, slowing it down.
When you fail to make eye contact with your listeners, you look less authoritative,
less believable, and less confident.
When you don't look people in the eye, they are less likely to look at you. And when
they stop looking at you, they start thinking about something other than what you're
saying, and when that happens, they stop listening.
When you look someone in the eye, he or she is more likely to look at you, more
likely to listen to you, and more likely to buy you and your message.
When you look a person in the eye, you communicate confidence and belief in your
point of view. One of the most powerful means of communicating confidence and
conviction is sustained, focused eye contact.
Eye Contact with the Audience5
Sustained, focused eye contact makes you feel more confident and
act more assertively. It may feel weird at first, but when you
practice, it becomes a habit that gives you power.
When your listeners see your eyes scanning their faces, they feel
invited to engage with you. They feel encouraged to signal to you
how they feel about what you're saying--with nods, frowns, or
skeptical raisings of their eyebrows.