For a speech to be effective, it must meet the particular requirements of the assignment and be adapted to the listeners’ needs. An assignment will typically specify the general purpose of the speech: an informative speech that aims at extending your understanding of a topic, a persuasive speech that attempts to influence your attitudes or actions, or a ceremonial speech that celebrates shared values. The assignment may also specify time limits, the number of references required, and the manner of presentation (such as a required presentation aid or extemporaneous mode of speech).
Effective speakers are listener-centered. This means that as speakers plan and prepare their messages, they should weigh each technique and each piece of supporting material in terms of its appropriateness for the particular audience. Will this example interest listeners? Is this information important for them to know? How can the speaker best involve the audience with the topic? The close involvement of subject, speaker, and listener, called identification, is vital for effective speaking. One way in which speakers can invite identification is to ask involving questions at the beginning of a speech:
“Have you ever thought about what it would mean not to have electricity?” Also, the pronoun we used artfully throughout a speech may draw audience, speaker, and subject closer together.