Chapter 1 Why Public Speaking Matters Today

Developing Critical Thinking Skills

One of the very first benefits you will gain from your public speaking course is an increased ability to think critically. Problem solving is one of many critical thinking skills you will engage in during this course. For example, when preparing a persuasive speech, you’ll have to think through real problems affecting your campus, community, or the world and provide possible solutions to those problems. You’ll also have to think about the positive and negative consequences of your solutions and then communicate your ideas to others. At first, it may seem easy to come up with solutions for a campus problem such as a shortage of parking spaces: just build more spaces. But after thinking and researching further you may find out that building costs, environmental impact from loss of green space, maintenance needs, or limited locations for additional spaces make this solution impractical. Being able to think through problems and analyze the potential costs and benefits of solutions is an essential part of critical thinking and of public speaking aimed at persuading others. These skills will help you not only in public speaking contexts but throughout your life as well. As we stated earlier, college graduates in Zekeri’s study rated oral communication skills as the most useful for success in the business world. The second most valuable skill they reported was problem-solving ability, so your public speaking course is doubly valuable!

Another benefit to public speaking is that it will enhance your ability to conduct and analyze research. Public speakers must provide credible evidence within their speeches if they are going to persuade various audiences. So your public speaking course will further refine your ability to find and utilize a range of sources.

Fine-Tuning Verbal and Nonverbal Skills

A second benefit of taking a public speaking course is that it will help you fine-tune your verbal and nonverbal communication skills. Whether you competed in public speaking in high school or this is your first time speaking in front of an audience, having the opportunity to actively practice communication skills and receive professional feedback will help you become a better overall communicator. Often, people don’t even realize that they twirl their hair or repeatedly mispronounce words while speaking in public settings until they receive feedback from a teacher during a public speaking course. People around the United States will often pay speech coaches over one hundred dollars per hour to help them enhance their speaking skills. You have a built-in speech coach right in your classroom, so it is to your advantage to use the opportunity to improve your verbal and nonverbal communication skills.

Overcoming Fear of Public Speaking

An additional benefit of taking a public speaking class is that it will help reduce your fear of public speaking. Whether they’ve spoken in public a lot or are just getting started, most people experience some anxiety when engaging in public speaking. Heidi Rose and Andrew Rancer evaluated students’ levels of public speaking anxiety during both the first and last weeks of their public speaking class and found that those levels decreased over the course of the semester.Rose, H. M., & Rancer, A. S. (1993). The impact of basic courses in oral interpretation and public speaking on communication apprehension. Communication Reports, 6, 54–60. One explanation is that people often have little exposure to public speaking. By taking a course in public speaking, students become better acquainted with the public speaking process, making them more confident and less apprehensive. In addition, you will learn specific strategies for overcoming the challenges of speech anxiety. We will discuss this topic in greater detail in Chapter 3 "Speaking Confidently".

Influencing the World around You

If you don’t like something about your local government, then speak out about your issue! One of the best ways to get our society to change is through the power of speech. Common citizens in the United States and around the world, like you, are influencing the world in real ways through the power of speech. Just type the words “citizens speak out” in a search engine and you’ll find numerous examples of how common citizens use the power of speech to make real changes in the world—for example, by speaking out against “fracking” for natural gas (a process in which chemicals are injected into rocks in an attempt to open them up for fast flow of natural gas or oil) or in favor of retaining a popular local sheriff. One of the amazing parts of being a citizen in a democracy is the right to stand up and speak out, which is a luxury many people in the world do not have. So if you don’t like something, be the force of change you’re looking for through the power of speech.

Developing Leadership Skills

Have you ever thought about climbing the corporate ladder and eventually finding yourself in a management or other leadership position? If so, then public speaking skills are very important. Hackman and Johnson assert that effective public speaking skills are a necessity for all leaders.Hackman, M. Z., & Johnson, C. E. (2004). Leadership: A communication perspective (4th ed.). Long Grove, IL: Waveland. If you want people to follow you, you have to communicate effectively and clearly what followers should do. According to Bender, “Powerful leadership comes from knowing what matters to you. Powerful presentations come from expressing this effectively. It’s important to develop both.”Bender, P. U. (1998). Stand, deliver and lead. Ivey Business Journal, 62(3), 46–47. One of the most important skills for leaders to develop is their public speaking skills, which is why executives spend millions of dollars every year going to public speaking workshops; hiring public speaking coaches; and buying public speaking books, CDs, and DVDs.

Becoming a Thought Leader

Even if you are not in an official leadership position, effective public speaking can help you become a “thought leaderAn individual who contributes new ideas that help various aspects of society..” Joel Kurtzman, editor of Strategy & Business, coined this term to call attention to individuals who contribute new ideas to the world of business. According to business consultant Ken Lizotte, “when your colleagues, prospects, and customers view you as one very smart guy or gal to know, then you’re a thought leader.”Lizotte, K. (2008). The expert’s edge: Become the go-to authority people turn to every time [Kindle 2 version]. New York, NY: McGraw-Hill. Retrieved from Amazon.com (locations 72–78) Typically, thought leaders engage in a range of behaviors, including enacting and conducting research on business practices. To achieve thought leader status, individuals must communicate their ideas to others through both writing and public speaking. Lizotte demonstrates how becoming a thought leader can be personally and financially rewarding at the same time: when others look to you as a thought leader, you will be more desired and make more money as a result. Business gurus often refer to “intellectual capital,” or the combination of your knowledge and ability to communicate that knowledge to others.Lizotte, K. (2008). The expert’s edge: Become the go-to authority people turn to every time [Kindle 2 version]. New York, NY: McGraw-Hill. Retrieved from Amazon.com Whether standing before a group of executives discussing the next great trend in business or delivering a webinar (a seminar over the web), thought leaders use public speaking every day to create the future that the rest of us live in.

Linear Model

The interactional model of public speaking comes from the work of Claude Shannon and Warren Weaver.Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana, IL: University of Illinois Press. The original model mirrored how radio and telephone technologies functioned and consisted of three primary parts: source, channel, and receiver. The sourceThe person(s) who originates a message. was the part of a telephone a person spoke into, the channelThe means by which a message is carried from one person to another (e.g., verbal, nonverbal, or mediated). was the telephone itself, and the receiverThe person(s) who takes delivery of a message. was the part of the phone where one could hear the other person. Shannon and Weaver also recognized that often there is static that interferes with listening to a telephone conversation, which they called noise.

Although there are a number of problems with applying this model to human communication, it does have some useful parallels to public speaking. In public speaking, the source is the person who is giving the speech, the channel is the speaker’s use of verbalThe use of words to elicit meaning in the mind of a receiver. and nonverbal communicationAny stimuli other than words that can potentially elicit meaning in the mind of a receiver., and the receivers are the audience members listening to the speech. As with a telephone call, a wide range of distractions (noiseAny internal or environmental factor that interferes with the ability to listen effectively. Some of these factors are physical, psychological, physiological, and semantic.) can inhibit an audience member from accurately attending to a speaker’s speech. Avoiding or adapting to these types of noise is an important challenge for public speakers.

Interactional Model

The interactional model of communication developed by Wilbur Schramm builds upon the linear model.Schramm, W. (1954). How communication works. In W. Schramm (Ed.), The process and effects of communication (pp. 3–26). Urbana, IL: University of Illinois Press. Schramm added three major components to the Shannon and Weaver model. First, Schramm identified two basic processes of communication: encoding and decoding. EncodingThe process a source goes through when creating a message, adapting it to the receiver, and transmitting it across some source-selected channel. is what a source does when “creating a message, adapting it to the receiver, and transmitting it across some source-selected channel.”Wrench, J. S., McCroskey, J. C., & Richmond, V. P. (2008). Human communication in everyday life: Explanations and applications. Boston, MA: Allyn & Bacon, p. 17. When you are at home preparing your speech or standing in front of your classroom talking to your peers, you are participating in the encoding process.

The second major process is the decodingSensing a source’s message (through the five senses), interpreting the source’s message, and evaluating the source’s message. process, or “sensing (for example, hearing or seeing) a source’s message, interpreting the source’s message, evaluating the source’s message, and responding to the source’s message.”Wrench, J. S., McCroskey, J. C., & Richmond, V. P. (2008). Human communication in everyday life: Explanations and applications. Boston, MA: Allyn & Bacon, p. 17. Decoding is relevant in the public speaking context when, as an audience member, you listen to the words of the speech, pay attention to nonverbal behaviors of the speaker, and attend to any presentation aids that the speaker uses. You must then interpret what the speaker is saying.

Although interpreting a speaker’s message may sound easy in theory, in practice many problems can arise. A speaker’s verbal message, nonverbal communication, and mediatedThe use of some form of technology that intervenes between a source and a receiver of a message. presentation aids can all make a messageAny verbal or nonverbal stimulus that is meaningful to a receiver. either clearer or harder to understand. For example, unfamiliar vocabulary, speaking too fast or too softly, or small print on presentation aids may make it difficult for you to figure out what the speaker means. Conversely, by providing definitions of complex terms, using well-timed gestures, or displaying graphs of quantitative information, the speaker can help you interpret his or her meaning.

Once you have interpreted what the speaker is communicating, you then evaluate the message. Was it good? Do you agree or disagree with the speaker? Is a speaker’s argument logical? These are all questions that you may ask yourself when evaluating a speech.

The last part of decoding is “responding to a source’s message,” when the receiver encodes a message to send to the source. When a receiver sends a message back to a source, we call this process feedbackA receiver’s observable verbal and nonverbal responses to a source’s message.. Schramm talks about three types of feedback: direct, moderately direct, and indirect.Schramm, W. (1954). How communication works. In W. Schramm (Ed.), The process and effects of communication (pp. 3–26). Urbana, IL: University of Illinois Press. The first type, direct feedback, occurs when the receiver directly talks to the source. For example, if a speech ends with a question-and-answer period, listeners will openly agree or disagree with the speaker. The second type of feedback, moderately direct, focuses on nonverbal messages sent while a source is speaking, such as audience members smiling and nodding their heads in agreement or looking at their watches or surreptitiously sending text messages during the speech. The final type of feedback, indirect, often involves a greater time gap between the actual message and the receiver’s feedback. For example, suppose you run for student body president and give speeches to a variety of groups all over campus, only to lose on student election day. Your audiences (the different groups you spoke to) have offered you indirect feedback on your message through their votes. One of the challenges you’ll face as a public speaker is how to respond effectively to audience feedback, particularly the direct and moderately direct forms of feedback you receive during your presentation.

Physical Dimension

The physical dimension of communication involves the real or touchable environment where communication occurs. For example, you may find yourself speaking in a classroom, a corporate board room, or a large amphitheater. Each of these real environments will influence your ability to interact with your audience. Larger physical spaces may require you to use a microphone and speaker system to make yourself heard or to use projected presentation aids to convey visual material.

How the room is physically decorated or designed can also impact your interaction with your audience. If the room is dimly lit or is decorated with interesting posters, audience members’ minds may start wandering. If the room is too hot, you’ll find people becoming sleepy. As speakers, we often have little or no control over our physical environment, but we always need to take it into account when planning and delivering our messages.

Temporal Dimension

According to Joseph DeVito, the temporal dimension “has to do not only with the time of day and moment in history but also with where a particular message fits into the sequence of communication events.”DeVito, J. A. (2009). The interpersonal communication book (12th ed.). Boston, MA: Allyn & Bacon, p. 13. The time of day can have a dramatic effect on how alert one’s audience is. Don’t believe us? Try giving a speech in front of a class around 12:30 p.m. when no one’s had lunch. It’s amazing how impatient audience members get once hunger sets in.

In addition to the time of day, we often face temporal dimensions related to how our speech will be viewed in light of societal events. Imagine how a speech on the importance of campus security would be interpreted on the day after a shooting occurred. Compare this with the interpretation of the same speech given at a time when the campus had not had any shootings for years, if ever.

Another element of the temporal dimension is how a message fits with what happens immediately before it. For example, if another speaker has just given an intense speech on death and dying and you stand up to speak about something more trivial, people may downplay your message because it doesn’t fit with the serious tone established by the earlier speech. You never want to be the funny speaker who has to follow an emotional speech where people cried. Most of the time in a speech class, you will have no advance notice as to what the speaker before you will be talking about. Therefore, it is wise to plan on being sensitive to previous topics and be prepared to ease your way subtly into your message if the situation so dictates.

Social-Psychological Dimension

The social-psychological dimension of context refers to “status relationships among participants, roles and games that people play, norms of the society or group, and the friendliness, formality, or gravity of the situation.”DeVito, J. A. (2009). The interpersonal communication book (12th ed.). Boston, MA: Allyn & Bacon, p. 14. You have to know the types of people in your audience and how they react to a wide range of messages.

Cultural Dimension

The final context dimension Joseph DeVito mentions is the cultural dimension.DeVito, J. A. (2009). The interpersonal communication book (12th ed.). Boston, MA: Allyn & Bacon. When we interact with others from different cultures, misunderstandings can result from differing cultural beliefs, norms, and practices. As public speakers engaging in a dialogue with our audience members, we must attempt to understand the cultural makeup of our audience so that we can avoid these misunderstandings as much as possible.

Each of these elements of context is a challenge for you as a speaker. Throughout the rest of the book, we’ll discuss how you can meet the challenges presented by the audience and context and become a more effective public speaker in the process.