Ninth Edition

Speaking with
a Purpose

Arthur Koch
Emeritus, Milwaukee Area Technical College

Jason Schmitt
Green Mountain College

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Library of Congress Cataloging-in-Publication Data

Koch, Arthur, 1931-

Speaking with a purpose/Arthur Koch; Jason Schmitt.—9th ed.
  p. cm.
Includes index.
ISBN-13: 978-0-205-22040-3
ISBN-10: 0-205-22040-1
1. Public speaking. I. Schmitt, Jason. II. Title.
PN4129.15.K62 2013
808.591—dc23
2012026695

1 2 3 4 5 6 7 8 9 10

ISBN-10:     0-205-22040-1

www.pearsonhighered.com ISBN-13: 978-0-205-22040-3

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 Dedicated to those who work to
improve our environment

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 Contents

Preface xii
Chapter 1 Speech Communication 1
The Communicative Act 1
Speaker 2
Message 2
Channel 3
Audience 3
Response 3
Communication Models 3
Communication Breakdowns 4
Listening 5
Barriers to Listening 5
Ways to Improve Listening 7
Getting Started 8
Say Something Worthwhile 9
Say It in a Confident Way 10
Projecting Confidence 11
Energize Yourself 11
The Truth about Nervousness 12
How to Develop Self-Confidence 13
Food Feeds Your Confidence 14
Stretch Your Comfort Zone 14
Visual Imagery Is a Powerful Tool 15
Visual Imagery for Confidence in Public Speaking 15
A Script For Using Visual Imagery to Develop
Confidence in Speaking 16
Step One: Systematic Relaxation 16
Step Two: Favorite Peaceful Place 16
Step Three: Rehearsing Your Desired Behavior 16
Ethics in Communication 17
Discussion Questions • Exercises 20

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 vi Contents

Chapter 2 Audience Analysis 21

Who Exactly Is My Audience? 21
What Response Can I Reasonably Expect
From My Audience? 22
Will My Audience Find This Subject Useful? 22
Will My Audience Find This Subject Interesting? 23
What Is My Audience’s Knowledge of My Subject? 24
What Demographic Characteristics Should I Consider
about My Audience? 24
Is My Audience’s Attitude Favorable,
Indifferent, or Opposed? 25
A Favorable Audience 25
An Indifferent Audience 26
An Opposed Audience 26
Listening Needs 27
Discussion Questions • Exercises 31

Chapter 3 Determine Your Purpose and Subject 32

Selecting a Subject 33
Is the Subject Suited to My Purpose? 34
Is the Subject Interesting to Me? 34
Am I Qualified to Speak on This Subject? 35
Will My Audience Find This Subject Interesting? 35
Will My Audience Find This Subject Useful? 35
Is My Subject Sufficiently Narrowed? 35
Specific Purpose 36
The Central Idea 36
The Central Idea Should Be a Complete Sentence 37
The Central Idea Should Be a Statement
You Must Explain or Defend 37
The Central Idea Should Be Specific 37
The Central Idea Should Cover a Single Topic 38
The Central Idea Should Be Audience-Centered 38
The Central Idea Should Relate to Purpose 38
Discussion Questions • Exercises 39

Chapter 4 The Introduction and Conclusion 40

Objectives of Introductions 40
Attention Step in Introductions 41
Start Off with Humor 41

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 Contents vii

Begin with a Brief Story 42

Ask a Rhetorical Question 42
Begin with a Statistic 42
Refer to a Previous Speaker 42
Refer to Familiar Terms 43
Begin with a Definition 43
Begin with a Startling Statement 43
Start with a Quotation 43
List a Series of Examples 43
Types of Conclusions 44
End with a Call to Action 45
End with a Rhetorical Question 45
End with a Positive Vision of the Future 45
End with a Restatement of Your Central Idea 45
End with a Summary of the Main Ideas
Developed in Your Speech 45
End with a Negative Vision of the Future 46
Sample Full-Sentence Outline for a Speech to Instruct 46
Black is Beautiful 46
Introduction and Conclusion Final Thought 50
Discussion Questions • Exercises 50

Chapter 5 Gathering Supportive Material 51

Personal Experience and Knowledge 51
Brainstorming 52
Clustering 52
The Library 53
Research Databases 54
Advanced Online Searching 54
Presentations for the 2.0 55
YouTube 56
Ethics in Using the Internet 56
Interviewing 57
Taking Notes 58
Discussion Questions • Exercises 59

Chapter 6 Supporting Your Ideas 60

Examples 61
Brief Factual Example 61

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 viii Contents

Brief Hypothetical Example 61

Detailed Factual Example 61
Detailed Hypothetical Example 62
Explanation 62
Exposition 62
Analysis 62
Definition 63
Description 63
Statistics 63
Dramatize Your Statistics 63
Round Off Your Statistics 63
Display Your Statistics Visually 64
Testimony 64
Comparison and Contrast 65
Visual Aids 65
Benefits of Visual Aids 66
Visual Aid Software 66
Specific Suggestions for Using Visual Aids 67
Discussion Questions 68 • Exercises 69

Chapter 7 Organizing the Body of Your Speech 70

Organizing Your Speech 71
Introduction 71
Body 71
Conclusion 71
Planning the Body 71
Deciding on Main Points 72
Write Your Main Points as Complete Sentences 72
Arranging the Central Idea and Main Points 74
Add Appropriate Supporting Material 76
Outlining Your Speech 76
Planning Outline 77
Body of Speech 79
Transitions 80
Discussion Questions • Exercises 81

Chapter 8 Delivering Your Speech 82

Impromptu Speeches 82
Manuscript Speeches 83

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 Contents ix

Memorized Speeches 84
Extemporaneous Speeches 84
Nonverbal Communication 84
The Speaker’s Body 85
The Speaker’s Voice 87
Effective Word Choice 89
Clarity 89
Interestingness 90
Appropriateness 91
Using Note Cards 91
Practicing the Speech 92
Delivery Distractions 93
Delivery Pitfalls 93
Discussion Questions • Exercises 94

Chapter 9 Informing 95
Demonstration Speeches 96
Description Speeches 96
Types of Description Speeches 97
Explanation Speeches 97
Guidelines for Informative Speaking 98
Make Your Material Clear 99
Make Your Delivery Interesting 100
Sample Speech to Inform 101
Discussion Questions • Exercises 104

Chapter 10 Persuasion 105

Persuasion Defined 106
Persuasion and the Speaker 106
The Psychology of Persuasion 108
Specific Motive Appeals 109
Reasoning and the Persuasive Process 110
Reasoning by Generalization 111
Reasoning by Comparison 111
Reasoning from Cause and Effect 111
Fallacies 112
Hasty Generalization 112
False Cause 112
Begging the Question 112

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 x Contents

Ignoring the Question 113

False Analogy 113
Either/or Fallacy 113
Ad Hominem 113
Red Herring 113
Bandwagon 114
Types of Persuasive Speeches 114
Speeches to Convince 114
Speeches to Reinforce 114
Speeches to Activate 115
Discussion Questions • Exercises 115

Chapter 11 Group Communication 116

The Functions of Discussion 117
Social Discussion 117
Educative Discussion 117
Therapeutic Discussion 117
Problem-Solving Discussion 118
Types of Discussion 118
The Roundtable 118
The Panel 118
The Symposium 119
The Lecture Forum 119
The Dialogue 119
The Interview 119
Role-Playing 120
Participating in Discussion 121
Listen Carefully 121
Be Prepared 121
Be Spontaneous 121
Share the Spotlight 121
Be Courteous 121
Be Cooperative 122
Be Objective 122
Stick to the Point 122
Use Time Wisely 122

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 Contents xi

Speak Concisely 122

Be Natural 122
Moderating the Discussion 122
A Pattern for Problem Solving 123
Identifying the Problem 123
Analyzing the Problem 123
Finding the Best Solution 124
Activating the Solution 124
Discussion Questions 124 • Exercises 125

Index 126

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 Preface

Numerous rewards await the person who can communicate success-

fully through speech. Improved self-concept, increased confidence, greater
­employability, and the ability to get along better with others are just a few of
these benefits.
Speaking with a Purpose is designed to help speakers develop the skills
they need to prepare and deliver effective speeches. It is geared toward the
student who wants practical advice and hands-on experience in speaking.
This new edition continues to offer the concise, practical, step-by-step
approach to the speechmaking process that has made the book successful
through numerous editions.
Speaking with a Purpose is based primarily on a traditional public
speaking approach combined with up-to-date communication theory. It is
intentionally brief in order to give the reader more time to prepare, prac-
tice, and present speeches. The step-by-step approach of the book allows
students to concentrate on the speechmaking process.

New To This Edition

Numerous changes have been made to this new edition of Speaking with a
­Purpose to ensure its currency and relevancy to students in today’s a­ cademic
environment. In addition to countless edits, updated examples, and the
­addition of more current research, the following changes have been made:
• New discussion questions allow students to apply what they learn in the
class to situations they experience in daily life.
• Refined, easy to understand language and modern examples make relat-
ing to the text easy for a wide variety of students.
• Updated strategies for including new media in speech presentations,
such as YouTube videos, help make the skills students learn in this text
relevant and applicable to everyday life.
• Chapter 5 provides an updated focus on how to use modern search en-
gines like Google to effectively find pertinent research for presentations.
• Chapter 2 provides a new detailed examination of Maslow’s Hierarchy
of Needs and its relation to the audience.
• The importance of listening from both an audience and individual
standpoint is highlighted, emphasizing the significance of strong listen-
ing skills for all aspects of daily life.
• Modernized persuasive speech fundamentals help to place persuasion
in a modern scope.
• A focus on food and food allergies and their influence on speech appre-
hension creates a unique component to this text.
• A new focus on visualization case studies will engage the reader.

xii

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 Preface xiii

Speaking with a Purpose is written in a reader-friendly style. Most

r­ eviewers who critiqued the book labeled the readability, writing style, level,
and pace of the book as “excellent.”
The text contains numerous up-to-date examples that relate to what’s
going on in the world today. From focusing on better refining Google
searches to how to effectively use YouTube in a presentation setting, this
text is situated in the current technological landscape. Pictures and graphs
have been used sparingly and other visual aids have been kept to a mini-
mum in order to keep the book inexpensive. The arrangement of the book is
logical. Chapter 1 discusses the importance of speech, guidelines to success-
ful speechmaking, listening, note taking, projecting confidence, the speech-
communication process, and ethics in communication. Chapters 2 through
8 follow a seven-step approach on how to prepare and deliver a success-
ful speech, highlighting the importance of combining personal knowledge
and experience with modern technology. Chapter 9 covers speaking to
inform and Chapter 10 involves an in-depth study of persuasion and per-
suasive speaking. Finally, Chapter 11—the group communication chapter—
provides the inclusion of such important concepts as group synergy and the
various discussion formats students are sure to engage in their professional
careers.
We continue to provide an Instructor’s Manual to adopters of the text
to assist with preparation for the classroom. To download the Instructor’s
Manual and learn about other supplementary materials, please visit Pearson’s
Instructor Resource Center at www.pearsonhighered.com/irc (access code
required).
We want to thank Teresa Plummer, Marion Technical College, Barbara
Rodriguez, Florida National University, Dennis Walker, Northwest Nazarene
University, Joe Zubrick, University of Maine—Fort Kent for their valuable sug-
gestions in reviewing this book. Art would like to give a special thanks to Marion
Tyndale Carter, Crafton Hills College, California, for her section on control-
ling nervousness in Chapter 1, and to his ex-wife, Marion, and sons, Carl, Kai,
and Christian, for their contributions to this edition. Jason would like to thank
his wife Kristen and daughter Bennett for being his unconditional sounding
board as well as Joey Reyes for his expertise and help in graphic design. It
is also important to thank Sudha Balasundaram, Stephanie Chaisson, and
Megan Sweeney for directing and keeping an eye on this text in its many vari-
ous stages and forms as well as Karon Bowers our editor and the many other
people at Pearson who have made this new edition possible.

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