- Explain the importance of accuracy, clarity, and listener interest in informative speaking.
- Discuss why speaking to inform is important. Identify strategies for making information clear and interesting to your speaking audience.
- Describe several approaches to developing a topic.
Derek Zon – Speech – CC BY-NC-ND 2.0.
An informative speech conveys knowledge, a task that you’ve engaged in throughout your life. When you give driving directions, you convey knowledge. When you caution someone about crossing the street at a certain intersection, you are describing a dangerous situation. When you steer someone away from using the carpool lane, you are explaining why a carpool lane would be used.
When your professors greet you on the first day of a new academic term, they typically hand out a course syllabus, which informs you about the objectives and expectations of the course. Much of the information comes to have a more significant meaning as you encounter your coursework. Why doesn’t the professor explain those meanings on the first day? He or she probably does, but in all likelihood, the explanation won’t make sense at the time because you don’t yet have the supporting knowledge to put it in context.
However, it is still important that the orientation information is offered. It is likely to answer some specific questions, such as the following: Am I prepared to take this course? Is a textbook required? Will the course involve a great deal of writing? Does the professor have office hours? The answers to these questions should be of central importance to all the students. These orientations are informative because they give important information relevant to the course.
An informative speech does not attempt to convince the audience that one thing is better than another. It does not advocate a course of action. Let’s say, for instance, that you have carefully followed the news about BP’s Deepwater Horizon oil spill in the Gulf of Mexico. Let’s further say that you felt outraged by the sequence of events that led to the spill and, even more so, by its consequences. Consider carefully whether this is a good topic for your informative speech. If your speech describes the process of offshore oil exploration, it will be informative. However, if it expresses your views on what petroleum corporations should do to safeguard their personnel and the environment, save that topic for a persuasive speech.
Being honest about your private agenda in choosing a topic is important. It is not always easy to discern a clear line between informative and persuasive speech. Good information has a strong tendency to be persuasive, and persuasion relies on good information. Thus informative and persuasive speaking do overlap. It remains up to you to examine your real motives in choosing your topic. As we have said in various ways, ethical speaking means respecting the intelligence of your audience. If you try to circumvent the purpose of the informative speech to plant a persuasive seed, your listeners will notice. Such strategies often come across as dishonest.
Informative Speaking Goals
A good informative speech conveys accurate information to the audience in a way that is clear and that keeps the listener interested in the topic. Achieving all three of these goals – accuracy, clarity, and interest – is the key to your effectiveness as a speaker. If the information is inaccurate, incomplete, or unclear, it will be of limited usefulness to the audience. There is no topic about which you can give complete information, and therefore, we strongly recommend careful narrowing. With a carefully narrowed topic and purpose, it is possible to provide an accurate picture that isn’t misleading.
Part of being accurate is making sure that your information is current. Even if you know a great deal about your topic or wrote a good paper on the topic in a high school course, you need to verify the accuracy and completeness of what you know. Most people understand that technology changes rapidly, so you need to update your information almost constantly. The same is true for topics that, on the surface, may seem to require less updating. For example, the American Civil War occurred 150 years ago, but contemporary research still offers new and emerging theories about the causes of the war and its long-term effects. So even with a topic that seems to be unchanging, you need to carefully check your information to be sure it’s accurate and up to date.
For your listeners to benefit from your speech, you must convey your ideas in a fashion that your audience can understand. The clarity of your speech relies on logical organization and understandable word choices. You should not assume that something that’s obvious to you will also be evident to the members of your audience. Formulate your work with the objective of being understood in all details, and rehearse your speech in front of peers who will tell you whether the information in your speech makes sense.
In addition to being clear, your speech should be interesting. Your listeners will benefit the most if they can give sustained attention to the speech, and this is unlikely to happen if they are bored. Keeping your speech interesting for your audience means you will decide against using some of the topics you know a great deal about. Suppose, for example, that you had a summer job as a veterinary assistant and learned a great deal about canine parasites. This topic might be very interesting to you, but how interesting will it be to others in your class? In order to make it interesting, you will need to find a way to connect it with their interests and curiosities. Perhaps certain canine parasites also pose risks to humans—this connection might increase audience interest in your topic.
Why We Speak to Inform
Informative speaking is a means for the delivery of knowledge. In informative speaking, we avoid expressing an opinion.
This avoidance doesn’t mean you may not speak about controversial topics. If you choose to speak on a controversial topic, you must deliver a fair statement of each side of the issue in the debate. If your speech is about standardized educational testing, you must honestly represent the views both of its proponents and of its critics. You must not take sides, and you must not slant your explanation of the debate to influence the opinions of the listeners. You are simply and clearly defining the debate. If you watch the evening news on a major network television (ABC, CBS, or NBC), you will see newscasters who undoubtedly have personal opinions about the news. However, they are trained to avoid expressing those opinions through the use of loaded words, gestures, facial expressions, or vocal tone. Like those newscasters, you are already educating your listeners simply by informing them. Let them make up their own minds.
Making Information Clear and Interesting for the Audience
A clear and interesting speech can make use of description, causal analysis, or categories. With description, you use words to create a picture in the minds of your audience. You can describe physical realities, social realities, emotional experiences, sequences, consequences, or contexts. For instance, you can describe the mindset of the Massachusetts town of Salem during the witch trials. You can also use causal analysis, which focuses on the connections between causes and consequences. For example, in speaking about health care costs, you could explain how a serious illness can put even a well-insured family into bankruptcy. You can also use categories to group things together. For instance, you could say that there are three categories of investment for the future: liquid savings, avoiding debt, and acquiring properties that will increase in value.
There are a number of principles to keep in mind as a speaker to make the information you present clear and interesting to your audience. Let’s examine several of them.
Adjust Complexity to the Audience
If your speech is too complex or too simplistic, it will not hold the interest of your listeners. How can you determine the right level of complexity? Your audience analysis is one helpful way to do this. Will your listeners belong to a given age group, or are they more diverse? Did they all go to public schools in the United States, or are some of your listeners international students? Are they all students majoring in communication studies, or is there a mixture of majors in your audience? The answers to these and other audience analysis questions will help you to gauge what they are curious about and what they know.
Never assume that just because your audience is made up of students, they all share your knowledge set. If you base your speech on an assumption of similar knowledge, you might not make sense to everyone. If, for instance, you’re an intercultural communication student discussing multiple identities, the psychology students in your audience will most likely reject your message. Similarly, the term “viral” has very different meanings depending on whether it is used with respect to human disease, the popular response to a website, or population theory. In using the word “viral,” you absolutely must explain specifically what you mean. You should not hurry your explanation of a term that’s vulnerable to misinterpretation. Make certain your listeners know what you mean before continuing your speech. Stephen Lucas explains, “You cannot assume they will know what you mean. Rather, you must be sure to explain everything so thoroughly that they cannot help but understand” (Lucas, 2004). Define terms to help listeners understand them the way you intend. Give explanations that are consistent with your definitions, and show how those ideas apply to your speech topic. In this way, you can avoid many misunderstandings.
Similarly, be very careful about assuming there is anything that “everybody knows.” Suppose you’ve decided to present an informative speech on the survival of the early colonists of New England. You may have learned in elementary school that their survival was attributable, in part, to the assistance of Squanto. Many of your listeners will know which states are in New England, but if there are international students in the audience, they might never have heard of New England. You should clarify the term either by pointing out the region on a map or by stating that it’s the six states in the American northeast. Other knowledge gaps can still confound the effectiveness of the speech. For instance, who was Squanto? What kind of assistance did the settlers get? Only a few listeners are likely to know that Squanto spoke English and that fact had greatly surprised the settlers when they landed. It was through his knowledge of English that Squanto was able to advise these settlers in survival strategies during that first harsh winter. If you neglect to provide that information, your speech will not be sufficiently informative.
Beyond the opportunity to help improve your delivery, one important outcome of practicing your speech in front of a live audience of a couple of friends or classmates is that you can become aware of terms that are confusing or that you should define for your audience.
Avoid Unnecessary Jargon
If you decide to give an informative speech on a highly specialized topic, limit how much technical language or jargon you use. Loading a speech with specialized language has the potential to be taxing on the listeners. It can become too complicated to “translate” your meanings, and if that happens, you will not effectively deliver information. Even if you define many technical terms, the audience may feel as if they are being bombarded with a set of definitions instead of useful information. Don’t treat your speech as a crash course on an entire topic. If you must, introduce one specialized term and carefully define and explain it to the audience. Define it in words, and then use a concrete and relevant example to clarify the meaning.
Some topics, by their very nature, are too technical for a short speech. For example, in a five-minute speech, you would be ill-advised to try to inform your audience about the causes of the Fukushima Daiichi nuclear emergency that occurred in Japan in 2011. Other topics, while technical, can be presented in audience-friendly ways that minimize the use of technical terms. For instance, in a speech about Mount Vesuvius, the volcano that buried the ancient cities of Pompeii and Herculaneum, you can use the term “pyroclastic flow” as long as you take the time to either show or tell what it means.
Link Current Knowledge to New Knowledge
Certain sets of knowledge are familiar to many people in your classroom audience. For instance, most of them know what Wikipedia is. Many have found it a useful and convenient source of information about topics related to their coursework. Because many Wikipedia entries are lengthy, annotated, and followed by substantial lists of authoritative sources, many students have relied on information acquired from Wikipedia in writing papers to fulfill course requirements. All this is information that virtually every classroom listener is likely to know. Because most students in the classroom know this information, it is the current knowledge of your audience.
Because your listeners are already familiar with Wikipedia, you can link important new knowledge to their already-existing knowledge. Wikipedia is an “open source,” meaning that anyone can supplement, edit, correct, distort, or otherwise alter the information in Wikipedia. In addition to your listeners’ knowledge that a great deal of good information can be found in Wikipedia, they must now know that it isn’t authoritative. Some of your listeners may not enjoy hearing this message, so you must find a way to make it acceptable.
One way to make the message acceptable to your listeners is to show what Wikipedia does well. For example, some Wikipedia entries contain many good references at the end. Most of those references are likely to be authoritative, having been written by scholars. In searching for information on a topic, a student can look up one or more of those references in full-text databases or at the library. In this way, Wikipedia can be helpful in steering a student toward the authoritative information they need. Explaining this to your audience will help them accept, rather than reject, the bad news about Wikipedia.
Make It Memorable
If you’ve already done the preliminary work in choosing a topic, found an interesting way to narrow that topic, developed presentation aids, and worked to maintain audience contact, your delivery is likely to be memorable. Now you can turn to your content and find opportunities to make it appropriately vivid. You can do this by using explanations, comparisons, examples, or language.
Let’s say that you’re preparing a speech on the United States’ internment of Japanese American people from the San Francisco Bay area during World War II. Your goal is to paint a memorable image in your listeners’ minds. You can do this through a dramatic contrast, before and after. You could say, “In 1941, the Bay area had a vibrant and productive community of Japanese American citizens who went to work every day, opening their shops, typing reports in their offices, and teaching in their classrooms, just as they had been doing for years. But on December 7, 1941, everything changed. Within six months, Bay area residents of Japanese ancestry were gone, transported to internment camps located hundreds of miles from the Pacific coast.”
This strategy rests on the ability of the audience to visualize the two contrasting situations. You have alluded to two sets of images that are familiar and easy for most college students to visualize. Once the audience imagination is engaged in visualization, they are likely to remember the speech.
Your task of providing memorable imagery does not stop after the introduction. While maintaining an even-handed approach that does not seek to persuade, you must provide the audience with information about the circumstances that triggered the policy of internment. Perhaps you can do this by describing the advice that was given to President Roosevelt by his top advisers, or you might depict the conditions faced by Japanese Americans during their internment by describing a typical day one of the camps. To conclude your speech on a memorable note, you might name a notable individual—an actor, writer, or politician—who is a survivor of the internment.
Such a strategy might feel unnatural to you. After all, this is not how you talk to your friends or participate in a classroom discussion. Remember, though, that public speaking is not the same as talking. It’s prepared and formal. It demands more of you. In a conversation, it might not be important to be memorable; your goal might merely be to maintain a friendship. But in a speech, when you expect the audience to pay attention, you must make the speech memorable.
Make It Relevant and Useful
When thinking about your topic, it is imperative to keep your audience members center stage in your mind. For instance, if your speech is about air pollution, ask your audience to imagine feeling the burning of eyes and lungs caused by smog. This strategy will make the topic more real to them, since it may have happened to them on a number of occasions. Even if it hasn’t, it easily could. If your speech is about Mark Twain, instead of simply saying that he was very famous during his lifetime, remind your audience that he was so prominent that their own great-grandparents likely knew of his work and had strong opinions about it. In so doing, you’ve connected your topic to their own forebears.
Personalize Your Content
Giving a human face to a topic helps the audience perceive it as exciting. If your topic is related to the Maasai rite of passage into manhood, the prevalence of drug addiction in a particular locale, the development of a professional filmmaker, or the treatment of a disease, putting a human face should not be difficult. To do that, find a case study you can describe within the speech, referring to the human subject by name. This conveys to the audience that these processes happen to real people.
Make sure you use a real case study. Don’t make one up. Using a fictional character without letting your audience know that the example is hypothetical is a betrayal of the listener’s trust and is unethical.
Developing Your Topic for the Audience
One issue to consider when preparing an informative speech is how best to present the information to enhance audience learning. Katherine Rowan suggests that when you are developing your speech, focus on areas where your audience may experience confusion. Use the likely sources of confusion as a guide for developing the content of your speech. Rowan identifies three sources of audience confusion: difficult concepts or language, difficult-to-envision structures or processes, and ideas that are difficult to understand because they are hard to believe (Rowan, 1995). The following subsections will discuss each of these and will provide strategies for dealing with each of these sources of confusion.
Difficult Concepts or Language
Sometimes audiences may have difficulty understanding information because of the concepts or language used. For example, they may not understand what the term “organic food” means or how it differs from “all-natural” foods. If an audience is likely to experience confusion over a basic concept or term, Rowan suggests using an elucidating, or clear, explanation composed of four parts. The purpose of such an explanation is to clarify the meaning and use of the concept by focusing on essential features of the concept.
The first part of an elucidating explanation is to provide a typical exemplar, or example that includes all the central features of the concept. If you are talking about what is fruit, an apple or orange would be a typical exemplar.
The second step Rowan suggests is to follow up the typical exemplar with a definition. Fruits might be defined as edible plant structures that contain the seeds of the plant.
After providing a definition, you can move on to the third part of the elucidating explanation: providing a variety of examples and nonexamples. Here is where you might include less typical examples of fruit, such as avocados, squash, or tomatoes, and foods, such as rhubarb, which is often treated as a fruit but is not by definition.
Fourth, Rowan suggests concluding by having the audience practice distinguishing examples from nonexamples. In this way, the audience leaves the speech with a clear understanding of the concept.
Difficult-to-Envision Processes or Structures
A second source of audience difficulty in understanding, according to Rowan, is a process or structure that is complex and difficult to envision. The blood circulation system in the body might be an example of a difficult-to-envision process. To address this type of audience confusion, Rowan suggests a quasi-scientific explanation, which starts by giving a big-picture perspective on the process. Presentation aids or analogies might be helpful in providing an overview of the process. For the circulatory system, you could show a video or diagram of the entire system or make an analogy to a pump. Then you can move to explaining relationships among the components of the process. Be sure when you explain relationships among components that you include transition and linking words like “leads to” and “because” so that your audience understands the relationships between concepts. You may remember the childhood song describing the bones in the body with lines such as, “the hip bone’s connected to the thigh bone; the thigh bone’s connected to the knee bone.” Making the connections between components helps the audience to remember and better understand the process.
Difficult to Understand because It’s Hard to Believe
A third source of audience confusion, and perhaps the most difficult to address as a speaker, is an idea that’s difficult to understand because it’s hard to believe. This confusion often happens when people have implicit, but erroneous, theories about how the world works. For example, the idea that science tries to disprove theories is difficult for some people to understand; after all, shouldn’t the purpose of science be to prove things? In such a case, Rowan suggests using a transformative explanation. A transformative explanation begins by discussing the audience’s implicit theory and showing why it is plausible. Then you show how the implicit theory is limited and conclude by presenting the accepted explanation and why that explanation is better. In the case of scientists disproving theories, you might start by talking about what science has proven (e.g. the causes of malaria, the usefulness of penicillin in treating infection) and why focusing on science as proof is a plausible way of thinking. Then you might show how the science as proof theory is limited by providing examples of ideas that were accepted as “proven” but were later found to be false, such as the belief that diseases are caused by miasma, or “bad air”; or that bloodletting cures diseases by purging the body of “bad humors.” You can then conclude by showing how science is an enterprise designed to disprove theories and that all theories are accepted as tentative in light of existing knowledge.
Rowan’s framework is helpful because it keeps our focus on the most important element of an informative speech: increasing audience understanding of a topic.
Honesty and credibility must undergird your presentation; otherwise, they betray the trust of your listeners. Therefore, if you choose a topic that turns out to be too difficult, you must decide what will serve the needs and interests of the audience. Shortcuts and oversimplifications are not the answer.
Being ethical often involves a surprising amount of work. In the case of choosing too ambitious a topic, you have some choices:
- Narrow your topic further.
- Narrow your topic in a different way.
- Reconsider your specific purpose.
- Start over with a new topic.
Your goal is to serve the interests and needs of your audience, whoever they are and whether you believe they already know something about your topic.
Lucas, Stephen E. (2004). The art of public speaking. Boston: McGraw-Hill.
Rowan, K. E. (1995). A new pedagogy for explanatory public speaking: Why arrangement should not substitute for invention. Communication Education, 44, 236–249.