General Purposes

The two general purposes of public speeches are to inform and to persuade. In the informative speech you seek to create understanding: to clarify, enlighten, correct misunderstandings, demonstrate how to do something, describe how something works, or define a concept. In this type of speech you rely most heavily on materials that support – examples, illustrations, definitions, testimony, audiovisual aids, and the like. In the persuasive speech you try to influence attitudes or behaviors; you seek to strengthen or change existing attitudes or to prompt the audience to take some action. In this type of speech you rely heavily on materials that offer proof – on evidence, argument, and psychological appeals, for example.

After you have established your general purpose, identify your specific purpose, which states more precisely what you aim to accomplish. For example, in an informative speech, your specific speech purpose will identify the information you want to convey to your audience, such as "to inform my audience about recent progress in AIDS research" or "to inform my audience about the currently used tests for HIV infection."

In a persuasive speech, your specific purpose identifies what you want your speech to lead your audience to believe, think, or perhaps do; for example, "to persuade my audience to get tested for HIV infection" or "to persuade my audience to learn more about how AIDS can be transmitted."

STEP 2: ANALYZE YOUR AUDIENCE

A public speaking audience is a group of individuals gathered together to hear a speech. If you're to be a successful speaker, then you must know your audience. This knowledge will help you in selecting your topic; phrasing your purpose; establishing a relationship between yourself and your audience; and choosing examples, illustrations, and logical and emotional appeals.

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