Effective public speaking: a conceptual framework in the corporate-communication field

Abstract

Purpose – The purpose of this paper is to explore the concept of effective public speaking (EPS), and its antecedents and effects to provide a conceptual framework for the study of EPS in the field of corporate communication. Design/methodology/approach – This is a conceptual paper whose analytical approach draws heavily on theoretical evidence published mainly in the corporate-communication literature. Findings – Public speaking means communicating with rather than to the audience: it does not denote a one-way broadcasting of information but a conversation between the speaker and audience. Strong arguments (logos) presented in a credible (ethos) and exciting (pathos) manner form the basis of EPS. Delivering an interesting, appealing and engaging presentation (i.e. the antecedents of EPS) requires that public speakers combine skills of logic (i.e. public speaking as science) with an “outside-the-box” approach (i.e. public speaking as art). EPS produces positive effects in the professional growth of an organisation’s human resources, trust in corporate leadership, corporate-change process, motivation of human resources and corporate reputation. Practical implications – Underestimating the importance of the preparation phase is a critical mistake in EPS performance. Communicating from the heart ensures the speaker achieves the objective to be heard and remembered by the audience. Developing storytelling skill helps to persuade listeners more effectively because they feel more involved in the discourse. It is important to remember that perfection is artificial and imperfection is natural. EPS requires a training oriented towards personal exploration. As such, companies should invest in public speaking courses that adopt techniques such as experiential theatre. Originality/value – This paper proposes a conceptual framework which can be considered a first step towards compensating for the lack of studies of EPS because, although it does not claim to be thorough in any way, it should encourage future researchers to explore this area in greater depth.