Conversations represent a free-flowing, spontaneous, fluid process of communication. The conversationalist is both a speaker and a listener in an ongoing interaction. The conversation itself is a series of fragments that may or may not fit together well. In contrast, public speaking defines the roles of speaker and listener more clearly. Speeches may seem fresh and spontaneous, but good speeches are the product of carefully considered research, audience analysis, design, wording, and practice. In public speaking, the medium of communication can affect the message, as in the case of speeches presented on radio or television.

Finally, the environment in which communication occurs can change dramatically. Speaker and Listener Roles Are Clearly Defined. In conversation, it is often hard to tell who is the speaker and who is the listener. In public speaking, however, there is seldom doubt as to who the speaker is and who the listeners are. Moreover, public speaking spotlights the role of the speaker. Whether speakers can take advantage of this prominence depends on their ability to reward listeners with interesting and useful messages. As Aristotle pointed out more than two thousand years ago, our impressions of speakers themselves affect how we respond to what they say. We are far more inclined, he observed, to react favorably when we think speakers are competent in their subject matter and when we trust them. These ancient qualities of competence and integrity form the basis of the modern term credibility. Aristotle also noted that audiences respond more favorably when speakers seem likable— when they seem to be people of good will. Modern researchers have uncovered still another important speaker characteristic, forcefulness (or dynamism). 13 Some speakers strike us as vital, action-oriented people. When important interests are at stake and action seems called for, we may turn to such people to lead the way. These qualities of likableness and forcefulness combine to form the basis for another modern term, charisma.’4 Taken together, credibility and charisma provide an updated account of what Aristotle called the ethos of the speaker.’5 We consider ethos at greater length.

In public speaking, the role of the listener is also essential. As we will know, ideal listeners are supportive, yet listen carefully and critically. Such listeners seek the value in all messages and listen actively and enthusiastically, rather than passively and apathetically. Finally, listeners help construct the meaning in messages. Because the fate of a message depends on how listeners respond to it, speakers must always keep their audiences in mind. Indeed,it shows that effective speech preparation begins with audience analysis. What needs or problems concern them? What subjects interest them? What biases could distort their reception of messages? Such questions are crucial to the selection of your topic and to the way you frame your message.