Use evidence
Point out strengths and weaknesses
Speakers must know their subject
Speakers must know their audience
Meet listener’s needs
Solve their problems through public talk
All people are different – not one group
Adapt messages and themselves to audience
Seek and react to audience feedback
Understand limitations of talk
Work at finding the right set of arguments and verbal expressions to make particular ideas clear and attractive
Remember that the audience’s mood is skeptical - unsure of no idea but their own.
Assumed values about thoughts and actions
Good/bad
Fluency
Poise
Control of voice
Coordinated movements of body
Animated
Self-confident
conversational