Numbers are more convincing since readers and audiences often focus on profits, losses, savings and costs. The numbers provided ought to be easy, trustworthy and accurate. In addition, the presenter should be able to cite the source of information for reference purposes. Utilization of examples in the presentation helps the audience to remember and visualize the point. Examples enabled the presenter to show the audience, the meaning of the information. Associating the presentation or research to expert opinions lends credibility and authority to any claim. The presenter should remember to cite the expert during presentation of the information.
A presenter requires something more than evidence to change the minds of the audience. The presenter has to appeal to common goals and value of the presenter. In business organization for example, the presenter is required to identify common goals and appeal to them in order to convince other employee. The goals of people are often shaped by their values: honesty, loyalty, friendship, fairness and equality. In addition, the presenter should also appeal to the shared values (pg 51). A speaker or presenter should also consider the cultural context when passing information to the audience. This is because; reaction to persuasive appeals can be determined by the values and custom of a certain culture. Understanding the culture of the audience is quite significant as it might differ in people’s willingness to criticize, debate, or express emotions and disagreement. Additionally, cultures may also differ in their attitude towards technology, business, competition as well as the role of women at their place of work. Grier (2008, pg 53), states that, ‘primacy of face saving is one of the key values in all cultures. It is the act of preserving an individual’s outward dignity and prestige’. Presenters should ensure they pay attention to situations ...
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