15 Tactics to Establish Ethos: Examples for Persuasive Speaking

This article discusses the 15 tactics, or ways, you can establish Ethos. What is Ethos? Ethos has to do with way you are perceived by your audience. This perception can take place over days, months, and even years. Here are 15 tactics to establish ethos and credibility with your audience:

1. Do not oversell or ignore the downsides of the topic from the audience's point of view. Focus on the subject that will support your position and speak of the objections to your position at the same time.

2. Take the concerns the audience may have in consideration. This will help you prepare for objections to your stance in the speech. Acknowledge to the audience you are aware of their concerns and advise them you will discuss those concerns in your speech. This will eliminate audience members attacking you with their objections during your speech.

3. Speak in terms your audience will understand. In your presentation you want to explain or eliminate abbreviations, bureaucratic words, or acronyms. Speak simply so your audience will understand what is being said. If you have to use the above or any academic vocabulary in your speech, then explain the meaning of the word or acronyms so you audience will benefit fully from your speech.

4.The use of language should correspond to the level of education of your audience; if you are speaking to factory workers gear your speech so it will be understood. If the audience is made up of rocket scientists, that write your speech accordingly. In general use language that is easily understood when public speaking. This will greatly improve your presentation skills.

5. Avoid reading entirely from the prepared discourse. This takes away the power to influence your audience. You want to establish credibility and ethos with your audience as a person knowledgeable of the topic of your speech. Reading from the script will not gain you that credibility you are seeking from your listening audience. If there is a necessary quote in the speech than it is okay to read the quote to make your point.

6. Try not to use the lectern if possible, for this can cause a feeling of separation by your audience. Consider wearing a wireless microphone so you can walk around the stage and a make eye contact with several areas of the audience. If you do need to use the lectern make sure to get out from behind it on occasion. You don't want to be perceived as stiff and cold by your audience. Also walking around the stage allows you to burn off nervous energy and helps to keep the interest of the audience.

7. Organization is important to successful public speaking. Inform the audience of what you are going to speak on then expound on the subject. Convey the basic concepts, make your point, then explain to the audience the information they just heard. As in writing, a speech should have an introduction, the body, and the conclusion or summary of the information.

8. Outline the concerns you will be addressing. Hint at the topic of the talk during your introduction. Acknowledge some persons may have reservations on it but the discourse will clear up everyone's questions and concerns. Present both perspectives in the main section or body of your talk and emphasize the advantages or benefits for the audience.

9. Be energetic when giving your speech. It is important to display an energetic and lively spirit but avoid sounding like a salesman or preacher. This can tend to turn your audience off.

10. Maintain eye contact with your audience. This is an aspect of public speaking you need to master to gain ethos. It helps to make each member in the audience feel as you are addressing them personally. Keep this in mind and you will be successful when speaking publicly.

11. Keep the information limited. You don't want to overwhelm your audience and you do want them to come back for more. If you provide too much information the audience will not be able to absorb all of the important parts and will lose interest.

12. Dress to portray success. If the audience is in a formal setting don't show up in jeans. Dress appropriately for the setting you are speaking. The best bet is to dress formal but not revealing. You want the audience to concentrate on the speech and not what you are wearing.

13. Reflect confidence. You can do this by having a clear understanding of the information you will be speaking on. It will offset the audience if you appear unprepared or nervous. Maintain eye contact and reflect confidence.

14. Show a personal interest in your audience. Share your experiences in your talk. The audience will see you as more credible when they hear you have been where they are and how the information you are sharing is beneficial. All experiences shared should be relevant to the topic being discussed. Limit the experiences are you may just end up boring your audience.

15. Use correct pronunciation when speaking and documented evidence. Watch your diction and if you think you will mispronounce a word use a synonym that is easier to pronounce. Having a credible source supporting your talk will help you to build ethos with your audience.