When delivering a speech there are three very important concepts you should pay attention to; audience, purpose, and persona. All three of these concepts have been taught in previous chapters but they are put together and into action in Chapter 9. The book uses Steve Jobs and his presentation at Mac World 2008 as an example. He wore his predictable jeans and black turtleneck to emphatically underscore his point. Jobs chose special words, expression, dress, props, and persona to address the audience. By using this example the book is telling us to carefully construct a presentation to be a strong visual and verbal argument.
When you start preparing your presentation you should ask yourself questions like, what format will my presentation take? Who is my audience? What is my purpose? What branch of oratory does my presentation represent? What persona do I want to convey? What kind of tone do I want to use? What supporting materials do I plan to use? It does not matter the topic of your presentation because the point is to meet the needs of the audience and the rhetorical situation. The book says, “in most cases, audiences desire clear, conversational speech that is easy to follow. To achieve this goal, you need to think about transforming your research argument from one kind of writing to another- from writing for readers to writing for listeners.” Selection, organization, and translation of your argument can help you accomplish that goal.
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