Persuasive versus Informative Speaking

Informative (or informational) and persuasive speaking are related, but distinct, types of speeches. The
difference between the two lies in the speaker’s end goal and what the speaker wants the audience to
leave with.

Informative speeches are probably the most prevalent variety of speech. The goal is always to supply
information and facts to the audience. This information can come in the form of statistics, facts, or other
forms of evidence. Informational speeches do not tell people what to do with the information; their goal
is for the audience to have and understand the information. Academic lectures are often informational
speeches, because the professor is attempting to present facts so the students can understand them.

Informational speeches may have a tendency to become overdrawn and boring. Their goal is not to
excite the audience members, but rather to provide them with knowledge they did not have before the
speech.

Like informational speeches, persuasive speeches use information. However, persuasive speeches are
designed for the audience to not only hear and understand the information, but to use it to be
convinced of a viewpoint. The end goal of a persuasive speech is not for the audience to have
information, but rather for them to have a certain view. Persuasive speeches may use some of the same
techniques as informational speeches, but can also use emotions to convince the audience. A sales pitch
is one example of a persuasive speech.

A common cry against certain persuasive speeches is that they rely too much on emotion and not
enough on facts. A persuasive speech that succeeds in convincing the audience to accept a view but is
based on faulty or misleading information is unethical.

2. SUMMARY

In this lesson, you learned that an informative speech aims to inform the audience about a specific
topic, while a persuasive speech aims to persuade the audience to perform a certain action or convince
the audience to adopt the belief or opinion of the speaker. Many speeches will combine features of
informative and persuasive speeches. Know the audience: the types of knowledge they possess, the core
beliefs they hold, and what motivates them to undertake actions. Considering the purpose of the speech
will help determine if the speech should use more of the features of informative or persuasive
speeches.Know the audience: the types of knowledge they possess, the core beliefs they hold, and what
motivates them to undertake actions.

3. Informative

Providing knowledge, especially useful or interesting information.

Persuasive

Able to induce to believe by appealing to reason or understanding; convincing.

4. Informative vs. Persuasive Speeches
When choosing between writing an informative or persuasive speech, the speaker should consider the
purpose of the speech. Is it to share information about a particular event, topic, or subject? Or is it to
persuade the audience to hold a certain belief or attitude about said event, topic, or subject?
The focus of the thesis, or the main argument of the speech, often dictates whether the speech will be
mainly informative or persuasive in nature. However, keep in mind that some speeches will contain a
combination of both types of speech.

Informative speeches describe knowledge about a particular event, process, object, or concept. The goal
of an informative speech is for the audience to fully comprehend this knowledge. Persuasive speeches
are those that seek to have the audience share a belief or feeling about a particular event, process,
object or concept. The difference is subtle, and yet mighty.

EXAMPLE
Imagine a topic that could fall into either category, such as reproductive choice. An informative
speech may track the history of reproductive choice in America. A persuasive speech may
discuss the pros and cons of Roe v. Wade, or how some groups feel that reproductive choice is
threatened. In the latter instance, using examples from history may bolster that argument. As
noted above, all persuasive speeches will be informational in nature, but not all informational
speeches may be persuasive.

Fully understanding the informational or persuasive purpose of the speech will help the speaker
determine what rhetorical strategies to use in the pursuit of achieving his or her goal. If the purpose is
simply to provide information, then the speech will likely rely less on pathos and more on evidence,
statistical data, or charts and graphs. If the purpose is have the audience believe or feel a certain way
about the subject, then the speaker will tailor the evidence and specific data with appeals to emotion to
lead the audience to the desired point of view.
When writing a speech, take into account the intended audience that will be addressed; never
underestimate the importance of knowing the audience. For example, when giving an informative
speech, the speaker must take into account not only the audience's familiarity with any technical terms,
but also what sort of pathos he or she may want to use.

Some audiences will respond to certain appeals to emotion, while others might be turned off to the
speaker if he or she makes what is seen as an inappropriate appeal to emotion. Therefore, always
consider the specifics of your audience, such as age, occupation, beliefs, motivations, and then use these
specifics to inform the form and content of the speech.

2. Four Methods for Different Occasions

There are four common methods of delivery–impromptu with little or no preparation, memorization,
reading from prepared manuscript, and extemporaneous with outline or notes. Often you will not have
a choice in the method of the delivery; the demands of the situation or the occasion may dictate the
method. For example, you may be called on to respond to what someone else has just said, or to add a
few words with no time to prepare. Or, you could be called upon to read a proclamation or
announcement.
 1. Impromptu

On many different occasions you may be called upon to speak with little or no notice before hand. For
an impromptu speech, you may have a minute or two to prepare in your mind before you speak.
Additionally, you may be called on to read a letter, scripture, or article to a group without preparation.

2. Manuscript

You may need to use the manuscript that is provided without adding your own thoughts or comments.
However, there are other situations where you will need to prepare your own manuscript— perhaps for
publication in a newsletter or to make sure you include exact wording.

3. Memorized

You may need to memorize a brief speech, scripture, or perhaps a poem as your part in a presentation,
rather than being given a manuscript to read.

4. Extemporaneous

In many situations you will have advanced notice, you can think about what you want to say to your
audience and anticipate their responses as you develop an outline for your message. Extemporaneous is
the most natural of all methods of prepared delivery where you can successfully achieve a more natural
conversation with the audience.

2. The easiest approach to speech delivery is not always the best. Substantial work goes into the careful
preparation of an interesting and ethical message, so it is understandable that students may have the
impulse to avoid “messing it up” by simply reading it word for word. But students who do this miss out
on one of the major reasons for studying public speaking: to learn ways to “connect” with one’s
audience and to increase one’s confidence in doing so. You already know how to read, and you already
know how to talk. But public speaking is neither reading nor talking.

Speaking in public has more formality than talking. During a speech, you should present yourself
professionally. This doesn’t mean you must wear a suit or “dress up” (unless your instructor asks you
to), but it does mean making yourself presentable by being well groomed and wearing clean,
appropriate clothes. It also means being prepared to use language correctly and appropriately for the
audience and the topic, to make eye contact with your audience, and to look like you know your topic
very well.

While speaking has more formality than talking, it has less formality than reading. Speaking allows for
meaningful pauses, eye contact, small changes in word order, and vocal emphasis. Reading is a more or
less exact replication of words on paper without the use of any nonverbal interpretation. Speaking, as
you will realize if you think about excellent speakers you have seen and heard, provides a more
animated message.

The next sections introduce four methods of delivery that can help you balance between too much and
too little formality when giving a public speech.

Impromptu Speaking
Impromptu speaking is the presentation of a short message without advance preparation. Impromptu
speeches often occur when someone is asked to “say a few words” or give a toast on a special occasion.
You have probably done impromptu speaking many times in informal, conversational settings. Self-
introductions in group settings are examples of impromptu speaking: “Hi, my name is Steve, and I’m a
volunteer with the Homes for the Brave program.” Another example of impromptu speaking occurs
when you answer a question such as, “What did you think of the documentary?”

The advantage of this kind of speaking is that it’s spontaneous and responsive in an animated group
context. The disadvantage is that the speaker is given little or no time to contemplate the central theme
of his or her message. As a result, the message may be disorganized and difficult for listeners to follow.

Here is a step-by-step guide that may be useful if you are called upon to give an impromptu speech in
public.

 Take a moment to collect your thoughts and plan the main point you want to make.

 Thank the person for inviting you to speak.

 Deliver your message, making your main point as briefly as you can while still covering it
adequately and at a pace your listeners can follow.

 Thank the person again for the opportunity to speak.

 Stop talking.

As you can see, impromptu speeches are generally most successful when they are brief and focus on a
single point.

Extemporaneous Speaking

Extemporaneous speaking is the presentation of a carefully planned and rehearsed speech, spoken in a
conversational manner using brief notes. By using notes rather than a full manuscript, the
extemporaneous speaker can establish and maintain eye contact with the audience and assess how well
they are understanding the speech as it progresses. The opportunity to assess is also an opportunity to
restate more clearly any idea or concept that the audience seems to have trouble grasping.

For instance, suppose you are speaking about workplace safety and you use the term “sleep
deprivation.” If you notice your audience’s eyes glazing over, this might not be a result of their own
sleep deprivation, but rather an indication of their uncertainty about what you mean. If this happens,
you can add a short explanation; for example, “sleep deprivation is sleep loss serious enough to threaten
one’s cognition, hand-to-eye coordination, judgment, and emotional health.” You might also (or instead)
provide a concrete example to illustrate the idea. Then you can resume your message, having clarified
an important concept.

Speaking extemporaneously has some advantages. It promotes the likelihood that you, the speaker, will
be perceived as knowledgeable and credible. In addition, your audience is likely to pay better attention
to the message because it is engaging both verbally and nonverbally. The disadvantage of
extemporaneous speaking is that it requires a great deal of preparation for both the verbal and the
nonverbal components of the speech. Adequate preparation cannot be achieved the day before you’re
scheduled to speak.
Because extemporaneous speaking is the style used in the great majority of public speaking situations,
most of the information in this chapter is targeted to this kind of speaking.

Speaking from a Manuscript

Manuscript speaking is the word-for-word iteration of a written message. In a manuscript speech, the
speaker maintains his or her attention on the printed page except when using visual aids.

The advantage to reading from a manuscript is the exact repetition of original words. As we mentioned
at the beginning of this chapter, in some circumstances this can be extremely important. For example,
reading a statement about your organization’s legal responsibilities to customers may require that the
original words be exact. In reading one word at a time, in order, the only errors would typically be
mispronunciation of a word or stumbling over complex sentence structure.

However, there are costs involved in manuscript speaking. First, it’s typically an uninteresting way to
present. Unless the speaker has rehearsed the reading as a complete performance animated with vocal
expression and gestures (as poets do in a poetry slam and actors do in a reader’s theater), the
presentation tends to be dull. Keeping one’s eyes glued to the script precludes eye contact with the
audience. For this kind of “straight” manuscript speech to hold audience attention, the audience must
be already interested in the message before the delivery begins.

It is worth noting that professional speakers, actors, news reporters, and politicians often read from an
autocue device, such as a TelePrompTer, especially when appearing on television, where eye contact
with the camera is crucial. With practice, a speaker can achieve a conversational tone and give the
impression of speaking extemporaneously while using an autocue device. However, success in this
medium depends on two factors: (1) the speaker is already an accomplished public speaker who has
learned to use a conversational tone while delivering a prepared script, and (2) the speech is written in a
style that sounds conversational.

Speaking from Memory

Memorized speaking is the rote recitation of a written message that the speaker has committed to
memory. Actors, of course, recite from memory whenever they perform from a script in a stage play,
television program, or movie scene. When it comes to speeches, memorization can be useful when the
message needs to be exact and the speaker doesn’t want to be confined by notes.

The advantage to memorization is that it enables the speaker to maintain eye contact with the audience
throughout the speech. Being free of notes means that you can move freely around the stage and use
your hands to make gestures. If your speech uses visual aids, this freedom is even more of an advantage.
However, there are some real and potential costs. First, unless you also plan and memorize every vocal
cue (the subtle but meaningful variations in speech delivery, which can include the use of pitch, tone,
volume, and pace), gesture, and facial expression, your presentation will be flat and uninteresting, and
even the most fascinating topic will suffer. You might end up speaking in a monotone or a sing-song
repetitive delivery pattern. You might also present your speech in a rapid “machine-gun” style that fails
to emphasize the most important points. Second, if you lose your place and start trying to ad lib, the
contrast in your style of delivery will alert your audience that something is wrong. More frighteningly, if
you go completely blank during the presentation, it will be extremely difficult to find your place and
keep going.

Key Takeaways
  There are four main kinds of speech delivery: impromptu, extemporaneous, manuscript, and
memorized.

 Impromptu speaking involves delivering a message on the spur of the moment, as when
someone is asked to “say a few words.”

 Extemporaneous speaking consists of delivering a speech in a conversational fashion using

notes. This is the style most speeches call for.

 Manuscript speaking consists of reading a fully scripted speech. It is useful when a message
needs to be delivered in precise words.

 Memorized speaking consists of reciting a scripted speech from memory. Memorization allows
the speaker to be free of notes.

Exercises

1. Find a short newspaper story. Read it out loud to a classroom partner. Then, using only one
notecard, tell the classroom partner in your own words what the story said. Listen to your
partner’s observations about the differences in your delivery.

2. In a group of four or five students, ask each student to give a one-minute impromptu speech
answering the question, “What is the most important personal quality for academic success?”

3. Watch the evening news. Observe the differences between news anchors using a TelePrompTer
and interviewees who are using no notes of any kind. What differences do you observe?

3. WHAT IS PUBLIC SERVICE ANNOUNCEMENT

Public Service Announcement

A PSA (Public Service Announcement) is a short informational clip that is meant to raise the audience’s
awareness about an important issue. PSAs may include interviews, dramatizations, animations and many
other types of video and audio content.

What makes a PSA effective?

There are many different stylistic approaches you can take when making a PSA. Decide which one is the
most appropriate and effective for the message that you’re trying to get across.

 It gets the audience to pay attention.

 The message is clear and easy to understand

 The message is supported by facts about the issue.

 The audience is able to sympathize with those affected by the issue.

General Components to Include in a PSA

1. Video Footage

You can find some Creative Commons video or film some of your own footage.
 2. Images/Photos

You can find Creative Commons photos via the Free Media Library or take some photos yourself.

3. Music

You can find Creative Commons music via the Free Media Library.

4. Voiceovers/Narration

You can record a voiceover using the podcasting mics or the audio recording booths at University Park
and select campuses.

5. Text

Provides additional information for the viewer that the announcer does not have time to say, or it can
be a part of your style and tone. Do not make it too wordy, though, otherwise the audience will not have
time to read it. Additionally, remember the “PowerPoint rule”–don’t read your on-screen text word-for-
word in voiceovers, unless it’s a quote.

PSA Types

1. Announcement

This is perhaps what immediately comes to mind when one thinks of a “PSA.” Its usual components are
a series of videos and images with a narrator or narrators delivering information to the audience either
on-screen or through a voiceover. Sometimes text alone can be just as powerful and effective.

2. Documentary/Interviews

This method incorporates interviews into the PSA. This method is effective because the interviews
provide either expert testimony or stories from people who have personal experience with your topic to
support the argument that you are making. Sometimes the interviews can be accompanied by a
voiceover, or other times your interview(s) alone can be very effective.

3. Narrative

This style uses either a scene, montage (a collection of several short clips), or a re-enactment/footage of
true events to illustrate the point that you are trying to make. This style can allow your PSA not only to
be more creative, but also subtle, yet powerful.

4. HOW TO WRITE PSA

How to Write a Public Service Announcement

1. How to Write a PSA a strategy for writing short

2. • 93% of U.S. adults listen to AM/FM radio • 58% of all listening goes to just one station, the
listener's favorite Radio listening is also consistent year round, with a very high reach and
frequent usage among average listeners (5 out of seven days per week tuned in) Why PSAs
Belong in Your Marketing Mix © 2018 by Teaching That Makes Sense, Inc. All rights reserved.
Learn more at www.thewordfactory.com/our-blog
3. • Reach a targeted audience • Deliver messaging that’s less distracted • Improve resonance
and recall of campaigns • Inform and educate on issues • Promote events/sell tickets • Solicit
donations © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn more at
www.thewordfactory.com/our-blog Why PSAs Belong in Your Marketing Mix

4. But writing short can be hard. :(

5. easier to write harder to read and understand

6. harder to write easier to read, easier to understand

7. • Makes writing easier and faster • Prioritizes most valuable content • Keeps us on topic •
Makes reviewing faster The Idea-Details Strategy™ a strategy for writing short © 2018 by
Teaching That Makes Sense, Inc. All rights reserved. Learn more at
www.thewordfactory.com/our-blog

8. • Sets the one most important thing the listener needs to know • Is a complete sentence or
question • Reflects the main message point The Main Idea © 2018 by Teaching That Makes
Sense, Inc. All rights reserved. Learn more at www.thewordfactory.com/our-blog

9. • Establish the must-have information • Empower action • Answer the listeners questions or
objections The Key Details © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn
more at www.thewordfactory.com/our-blog

10. The Idea-Details Strategy™ IDEA: The most important thing listeners need to know DETAILS:
The crucial info listeners need from you One complete sentence that might even be the first or
last line of your PSA. A bullet list of details that answers some or all of these questions: • WHO •
WHAT • WHERE • WHEN • WHY • HOW © 2018 by Teaching That Makes Sense, Inc. All rights
reserved. Learn more at www.thewordfactory.com/our-blog

11. Details for an Event PSA © 2018 by Teaching That Makes Sense, Inc. All rights reserved.
Learn more at www.thewordfactory.com/our-blog • Host, including big-name emcees • Type of
event: gala, fun-run, lecture, auction, etc. • Date(s) and time(s) event takes place • Location •
Short description of the event and how it ties to your mission or supports your
beneficiaries/clients • Concise contact information (a URL, phone number or social media page)
that are easily read and remembered

12. The Idea-Details Strategy™ © 2018 by Teaching That Makes Sense, Inc. All rights reserved.
Learn more at www.thewordfactory.com/our-blog IDEA: The most important thing readers
should know. DETAILS: The examples, explanations and evidence that support your main idea.
One complete sentence that might even be the first or last line of your PSA. A bullet list of
details EXAMPLE: a familiar model EXPLANATION: a definition or process EVIDENCE: a data
point, fact or tangible measure

13. Details for an Issue PSA © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn
more at www.thewordfactory.com/our-blog • Examples give listeners something to relate to
and helps us understand. • Explanations give us important context that deepens understanding.
• Evidence is most useful for people who are ready to believe you. One strong data point can be
effective as an opening for your PSA.
14. Calls to Action tell people what to think, feel or do next THINK/FEEL: The beliefs and
emotions you want listeners have DO: The things you want listeners to do Try to make these “I”
statements from the listeners’ POV, like: • I didn’t realize this • This seems like a good idea • I
want to be a part of this List simple actions the listener should take, like: • Donate via our
website • Brake for people in crosswalks • Sign up for AIDSWalk © 2018 by Teaching That
Makes Sense, Inc. All rights reserved. Learn more at www.thewordfactory.com/our-blog Derived
from the Content-Purpose-Audience Strategy™

15. © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn more at
www.thewordfactory.com/our-blog Pre-Writing & Drafting 1. Take 5 minutes to fill out the Idea-
Details & Call to Action t-charts 2. Make sure you’ve got the right content 3. Take 5 minutes to
draft. 4. Start with your main idea 5. Turn your bullets into sentences 6. End with a call to action
7. Don’t worry about length right now

16. Now take a closer look at your work to make sure you: • Included only the ideas and details
you really need • Used words that are easy to say out loud • Built a logical flow from start to
finish • Created a voice that’s appropriate for your audience © 2018 by Teaching That Makes
Sense, Inc. All rights reserved. Learn more at www.thewordfactory.com/our-blog Revising, Part I

17. Next, do some more revising. 1. Count your words. 2. Cut till you have about 80. Count each
word in a URL (thewordfactory.com = 4 words) 3. Read it out loud to hear how it sounds. 4.
Make a few more changes. 5. Read aloud and see how close to 30 seconds you are. Cut as
necessary. © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn more at
www.thewordfactory.com/our-blog Revising, Part II

18. How was the process? Let’s hear some PSAs! © 2018 by Teaching That Makes Sense, Inc. All
rights reserved. Learn more at www.thewordfactory.com/our-blog

19. • Blog posts • Short Facebook and LinkedIn posts • YouTube descriptions • Tweets •
Instagram and Pinterest Captions • Memos • Landing page content © 2018 by Teaching That
Makes Sense, Inc. All rights reserved. Learn more at www.thewordfactory.com/our-blog Other
Uses for this Strategy

20. © 2018 by Teaching That Makes Sense, Inc. All rights reserved. Learn more at
www.thewordfactory.com/our-blog Questions?

21. @word_factory margotlester @beabetterwriter

5. HOW TO CREATE PSA

How to Create the Perfect Public Service Announcement

Whether you have a cause of your own or you are an educator, PSAs create a forum for learners
to actively participate in a project that will allow them to become stewards of and advocates for
social change.

BY JACLYN BELL / $UTIL.DATE("MMMM D, YYYY", $!CMS.CONTENT.STARTDATE)

 What do you want the world to know? That's the central question asked when you are creating
a public service announcement (PSA), which is any message promoting programs, activities or
services of federal, state or local governments or the programs, activities or services of non-
profit organizations.

Often in the form of commercials and print ads, PSAs are created to persuade an audience to
take a favorable action. PSAs can create awareness, show the importance of a problem or issue,
convey information, or promote a behavioral change. Whether you have a cause of your own or
you are an educator, PSAs create a forum for learners to actively participate in a project that
allows them to become stewards of — and advocates for — social change.

PSAs came into being with the entry of the United States into World War II. Radio broadcasters
and advertising agencies created a council that offered their skills and facilities to the war effort,
creating messages such as, "Loose lips sink ships," "Keep 'em Rolling" and a variety of
exhortations to buy War Bonds.

Today that same council, the Advertising Council, now serves as a facilitating agency and
clearing house for nationwide campaigns that have become a familiar part of daily life. "Smokey
the Bear" was invented by the Ad Council to personify its "Only You Can Prevent Forest Fires"
campaign; "A Mind Is a Terrible Thing to Waste" raised millions for the United Negro College
Fund; the American Cancer Society's "Fight Cancer with a Checkup and a Check" raised public
awareness as well as funds for research and patient services.
Yet the most recognized PSA consisted of only an egg, a frying pan and these 15 words: "This is
your brain. This is drugs. This is your brain on drugs. Any questions?"
This only goes to show the massive impact PSAs have on our culture and our society. You can
make an impact too!

GETTING STARTED
1. Choose your topic. Pick a subject that is important to you, as well as one you can visualize. Keep
your focus narrow and to the point. More than one idea confuses your audience, so have one
main idea per PSA.
2. Time for some research - you need to know your stuff! Try to get the most current and up to
date facts on your topic. Statistics and references can add to a PSA. You want to be convincing
and accurate.
3. Consider your audience. Are you targeting parents, teens, teachers or some other social group?
Consider your target audience's needs, preferences, as well as the things that might turn them
off. They are the ones you want to rally to action. The action suggested by the PSA can be almost
anything. It can be spelled out or implied in your PSA, just make sure that message is clear.
4. Grab your audience's attention. You might use visual effects, an emotional response, humor, or
surprise to catch your target audience. Be careful, however, of using scare tactics. Attention
getters are needed, but they must be carefully selected. For example, when filming a PSA about
controlling anger, a glass-framed picture of a family can be shattered on camera. This was
dramatic, but not melodramatic. Staging a scene between two angry people to convey the same
idea is more difficult to do effectively.
5. Create a script and keep your script to a few simple statements. A 30-second PSA will typically
require about 5 to 7 concise assertions. Highlight the major and minor points that you want to
make. Be sure the information presented in the PSA is based on up-to-date, accurate research,
findings and/or data.
6. Storyboard your script.
7. Film your footage and edit your PSA.
8. Find your audience and get their reaction. How do they respond and is it in the way you
expected? Your goal is to call your audience to action. Are they inspired?
Through a Public Service Announcement you can bring your community together around a
subject that is important to you. Will your PSA be on education, poverty, drunk driving, or
maybe even Haiti disaster relief? For ideas and examples, check out the Ad Council and the Ad
Council Gallery. Keep your message clear and simple, and target your intended audience. Take
advantage of your interests, and practice important critical thinking and literacy skills because
you will be spreading important social, economic, and political topics.