3 Ingredients for Maximum Speech Impact – Public Speaking & Presentation Tips (Part 3)

In Part 1 & 2, we talked about how Logos (appeal to logic) & Pathos (appeal to emotions) respectively can boost the impact and influence of our speeches. We went further to indicate that Pathos has the greatest weightage amongst the 3 aspects. That’s not to say the final aspect is inconsequential. In Part 3, we dive into the third and final aspect – Ethos.

Part 3: Establishing Ethos – The Appeal to Credibility

Ethos, often known as ethical appeal, is a speaker’s way of establishing their authority and trustworthiness. An audience is more likely to trust and be swayed by a speaker who comes across as informed, reliable, and moral, which makes this persuasion technique extremely important.

Imagine a doctor discussing the value of immunizations in a presentation. The physician may emphasize their training and experience in the medical profession in order to create ethos. They could state:

“Having worked with hundreds of kids over my more than 20 years as a doctor, treating them personally and being intimately involved in multiple research studies, I have personally witnessed the life-saving power of immunizations. The significance of vaccines in preventing catastrophic infections has been reaffirmed by my substantial research and practice in immunology.”

The doctor gains credibility by highlighting his/ her training and experience, which increases the likelihood that the audience will believe what they have to say regarding the advantages of immunizations, on account of the extensive amount of professional experience with the related subject.

Integrated approach: Logos + Pathos + Ethos for MAXIMUM Impact

Even though each of these rhetorical devices can be compelling when used alone, the most effective speeches and presentations frequently combine pathos, ethos, and logos to produce a cohesive and convincing message. Let’s look at how these approaches could be used by a speaker in a single presentation.

Let’s use back the same example we just discussed about – “imagine a doctor discussing the value of immunizations in a presentation”

Besides establishing the medical professional (i.e. the speaker himself/ herself), he/ she can layer it with “Logos”:

“The World Health Organization (WHO) estimates that vaccinations presently avert 4–5 million deaths annually from illnesses like measles, tetanus, diphtheria, and pertussis. According to the Centers for Disease Control and Prevention (CDC), the incidence of diseases that can be prevented by vaccination has decreased by 90% in the US as a result of childhood vaccines.”

And the coup de grace – using appeal to emotions!

“This is baby Harper (pointing to the picture in the presentation slide), a new born baby at my hospital, who has just gotten her first immunization jab. With just that one jab, her odds of succumbing to infant mortality just dropped 90%. All it takes is small puncture, to secure a lifetime future!”

The speaker makes a strong case for more funding for public education by skillfully combining ethos, logos, and pathos. With that, when it’s time for your next presentation or speech, remember to zoom out and think to yourself – “Overall, does my speech contain Logos, Pathos and Ethos?”.