Choosing the right informative and persuasive language.

Section 2.0 Words.

Informative and Persuasive Language Photo by Pixabay on

We can make a speech creative, engaging, and effective by choosing the appropriate informative and persuasive structures. This can be the difference between a successful speech and an ineffective one. In this blog, we will explore the various structures available, and how to choose the right one for your public speaking engagements.

An informative speech is a type of speech that provides the audience with information on a particular subject. Its primary goal is to enhance understanding, maintain interest, and be remembered.

Depending on the topic and the audience, Steven and Susan Bebee have identified five distinct types of informative speeches.

  1. Objects. In this instance, we are presenting information on tangible things, such as products, places, and destinations.
  2. Procedures. This type of speech requires the speaker to provide a step-by-step explanation of how something works or how a particular process is completed.
  3. People. Describing famous people or personal acquaintances is another type of informative speech. This type of speech allows the speaker to provide details and anecdotes about a particular person or group. This is especially helpful when the subject matter is related to history or culture.
  4. Ideas. This type of speech requires the speaker to provide an explanation of certain principles, concepts, theories, and issues. This is often used when the subject matter is complex and difficult to understand, as it provides the audience with an in-depth explanation.
  5. Finally, describing an event that either has happened or will happen is another type of informative speech.

When it comes to giving persuasive presentations, the goal is to change or reinforce attitudes, beliefs, values or behaviour. But it’s not always easy to do that, so it’s important to have a structure to your message. That’s why we use Andrew Abela’s SCoRE method for structuring our message.

The SCoRE Method stands for Situation, Complication, Resolution and Example. It provides a framework for any persuasive communication. Here’s how it works:

Situation: First, you need to define and describe the situation. This is the occasion for this presentation: something that everyone in your audience will agree on.

Complication: Once you’ve identified the situation, you must explain the complication. What is the issue that the audience is facing? What is the challenge they must overcome? What is the obstacle that stands in their way? This has to be the audience’s problem, not yours!

Resolution: Your resolution should propose a solution or provide a way to overcome the problem or challenge. How can the audience best move forward?

Example: Finally, you need to provide an example of how your proposed solution will work. What anecdotes, facts, personal experiences, expert testimony, statistics reasoning and logic can you use to prove your solution?

Intertwined in both informative and persuasive public speaking is the use of Aristotle’s logos, pathos, and ethos. Logos is an appeal to logic, focusing on facts and figures. Pathos is an appeal to emotion, allowing the speaker to connect with their audience on a personal level. Lastly, ethos is an appeal to credibility, allowing the speaker to establish their authority on the topic. By mastering these three elements, speakers can maximize their impact and influence on the audience.

Let’s take a closer look at each of these elements so that you can use them effectively when crafting your persuasive public speaking.

Logos: When appealing to logic, it’s important to present facts and figures that are accurate and reliable. It’s also important to provide evidence to support your statements. For instance, if you’re trying to make a case for a particular cause, provide statistics or research studies that back up your points. Once you have your facts and figures in order, you can use them to make a logical and convincing argument.

Pathos: When appealing to emotion, it’s important to connect with your audience on an emotional level. You can do this by sharing stories and experiences that are relevant to the topic. You may also want to use language that evokes emotion from the audience, such as phrases like “we can all relate to this” or “imagine what it would be like.” By connecting with the audience on an emotional level, you can draw them in and make them more likely to listen to what you have to say.

Ethos: When appealing to credibility, it’s important to establish yourself as an expert on the topic. This can be done by providing credentials, such as a degree, experience, or awards related to the topic. You may also want to cite your sources so that your audience knows where you got your information from. By establishing yourself as an expert, you can demonstrate your knowledge and create a sense of trust with the audience.

In conclusion, it is important to note that choosing the right structures for your speech can make a big difference in its effectiveness. By selecting the appropriate informative and persuasive structures, you can create an engaging, creative, and effective speech. With the proper knowledge of the different structures available, you can use them to your advantage and create an impactful speech that will leave a lasting impression on your audience.


Steven A. Beebe, & Beebe, S. J. (2014). Public Speaking: An Audience-Centered Approach, Global Edition (9th ed.). Pearson Education.

Abela, A. V. (2013). Advanced presentations by design : creating communication that drives action (2nd ed.). Pfeiffer.

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