Communication strategies for public speaking:
How business leaders in TED attract andguide their audience effectively
Yasuo Nakatani Ph.D. Universityof Oxford
Department of Education
Hosei Universitynakatani@hosei.ac.jp

What about me?
 BA
Economics at Keio Univ.
 TESOL Georgetown Univ. USA MAMacquarie Univ. Australia
 PhD
Birmingham Univ. UK
 Visiting Scholar Oxford Univ. UK
Many Englishes

85 Research presentations

85 Research papers
24 Books

Global Leadership- Case Studies of Business Leaders in Japan
Kinseido

Outline
1. Introduction
2. Ice-breaking: Your favorite speech
3. Good speakers & good speeches
4. Discussion:
Analyzing a speech
5. Corpus linguistics
6. Making a speech
7. SummaryIce-breaking timeGroup work 1
1. Introducing yourself to members
2. Your favorite speaker and why?

Let’s discuss

What are the features ofGood speakers
andGood speeches ?

Good Speakers

・Well-dressed
・Good postures
・Clear voice・Well–prepared・Good body language

Good Speeches
・Easy to understand・Well-organized・Interesting・Memorable
・Informative

Listener-centred!

Current Problems
・Research in business presentation
Bhatia (2008), Clark(2008)
Few studies investigating discourse
・Developing comprehensive learning models

Public Speaking 1
Theory 1 Τέχνη Ῥητορική: Aristotle’ ３・ Ethos : Credibility
・ Pathos: Emotional
Appealing to audiences’ emotions
1. Difficulties 2. Challenge 3. Victory
・ Logos : Logical
Persuading by the use of reasoningPublic Speaking 2
Logic: Linguistic Approaches
Focus on discourse
1. Genre analysis
Business genre
2. Communication strategies
Negotiating with audienceSpeech Can Change the World
Let’s analyze the good speech!
“I have a dream”
Martin Luther King, Jr.

Analysis
・Pathos
Leader of Civil Right Movement
・Ethos
1. Difficulties 2. Challenge 3. Victory
WeNow・Logos I
I have a dream that my four little children
will one day live in a nation where they will
not be judged by the color of their skin but
by the content of their character.

Listener Centred?
Listeners can follow and understand・AIDMA
A: Attention
I : Interest
D: Desire
M: Memory
A: Action

Memory: Cognitive Linguistics

Input

outputListenAction

IntakeUnderstandMake Audience Remember
How can people remember things ?
1. Frequency
Repetition:e.g. 3 Keywords
2. Salience
New, Interesting, Surprising
Booster
absolutely, astonishing, amazing

Your speech！
・ Choosing a Topic
New, interesting or surprising issue
・ Ethos
1. Difficulties, 2. Challenge, 3. Victory・ Pair work

Asking questions
Why?

Write Introduction of Speech！
Making one-minute speech・ Writing the first sentence
New, interesting or surprising issue
Number, Story, History, Humor
・ Introduction
3-4 sentencesHypothesis
・Business Peoples’ TED Speeches（BTED)
can be an ideal goal for training
・BTED
1. Business expressions
2. Presentation characteristics
3. Effective communication strategies
・ How to attract and move audience?
・ How to guide, persuade themand let them take actions?

Corpus Linguistics
Quantitative data and statistics
・BTED Corpus
Business Genre in TED: 99 leaderse.g. Jeff Bezos，Bill Gates, Larry Page
231,712 words， 15,239 sentences
・Reference Corpus
FROWN（Freiburg- Brown Corpus）
Since 1990 1 mil. words, American English
e.g. Newspaper, books, lettersAnalysis
1. WordSmith 5.0
Investigating representative words of BTED
Keyword Analysis
Log Likelihood test： Keyness
ｐ＜0.0001 : critical value = 15.13
2. High-frequency word clusters
3. Inductive: Date driven approachImage of Analysis
Speech Script

BusinessBTED

Written English

FROWN

Guess What?
Let’s talk with group members
What kinds of words are frequently used bybusiness leaders and why?

Overview
N Key word Freq. % RC. Freq. RC. % Keyness
1 YOU3372 1.53809 0.3 3868.9
2 WE
2957 1.3
2885 0.23844
3 THIS
2671 1.2
4081 0.3 2222.7
4 SO1858 0.82055 0.2 2166.4
5 IT'S1145 0.5762 0.1 1931.5
6 THAT4674
2 11641 0.9 1747.3
7 I3200 1.46795 0.51639

ResultsNCluster
1 YOU CAN SEE
2 YOU WANT TO
3 YOU HAVE TO
4 AND IF YOU
5 TO TELL YOU
6 AND YOU KNOW
7 THAT YOU CAN
8 AND YOU CAN

Word Clusters

Freq. Length Related
87
3 YOU CAN SEE THAT (13),AND YOU CAN S
55
3 IF YOU WANT TO (12),DO YOU WANT TO
52351
3 AND IF YOU THINK (5),AND IF YOU THINK
41
3 TO TELL YOU ABOUT (10),GOING TO TEL
41
3 AND YOU KNOW WHAT (6)40
3 SO THAT YOU CAN (7)40Communication Strategies 1You, We
Guiding and persuading audience
・Guiding audience
Visual support
As you can see (87), If you look (29)
Sending signals
I’m going / I want to tell you (41)Let me tell you (17) , Let’s (23)We are doing (50)Communication Strategies 2
Raising Awareness
you know what? （31） ,This is what (35)This is what I found out. I discovered that
there's a movement for a better way.

Communication Strategies 3
Persuasion
if you want to… (21)we need to (77) , we have to (70), share (60)Actionwe can do (30), I want you to (13)you can do (27) , you have to (52)
“ I want you to know that we can all make adifference by making different choices, by buying
our food directly from local farmers,…”（Birke Baehr ）Examples・And you know what? Actually, I think they've got apoint.
・And that's the final message that I want to sharewith all of you -- that you can do well online.
But no longer is the message going to be comingfrom just the top down. If you want to succeed
you've got to be okay to just lose control.
Thank you. （Alexis Ohanian）

Logical Move 1
Move：The number of 3
Introduction, Body, Conclusion
IntroductionI → We
Rapport building
・Credibility
Self-introduction, Purpose, GoalSalience
・Thesis statements
3 keywords

Logical Move 2
Body： Comprehension ＆ persuasion We
３ Paragraphs: 3 key words
Paragraph: 3 steps
General・Topic sentence・Supporting sentenceSpecific・ExampleConclusion
You （Now）
Summary and implications
3 keywords to 1 concept

Results 2 Vocabularies
1. Business Genre Words
brand, business, company, financial, invest
market, money, product, profit
Implications:
2. Boosters
really (601), actually (463), absolutely (34),incredibly (64), incredible (47), amazing (40)completely (38)Results 3
Pathos ３ elements p < 0.0001
1. Difficulties
problem（s）(308), waste (90), corruption（37）,crisis (41), hard (98), poverty (53), poor(88)2. Challengetry (103), challenge (38), experiment (34)
3. Victory and sustainability
solve (38), solution（s） (62), create (114)
innovation(s) (133）, sustainable (43),sustainability (14)The number of ３
Three （230）・ And I think there are really three things we cantake away…
・ So these three guys all understand how…
・ I'm going to tell you three stories on the way to…
・ I'm going to take three trends that have taken…
・ So those are just three quick suggestions…

Let’s Write Body
３ Pathos elements
1. Difficulties
Topic sentence: General
Supporting sentences: Explanation
E.g.
2. Challenge
3. Victory and sustainability

Writing Conclusion
・ Summary・ Implications
YouConclusions
・ Business genre words
Word list
・ Boosters
Salience
・ Pathos ３ elements
DCV・ Communication strategies
Guiding, Persuasion, Negotiation, Action
・ The number of 3

Next?
・ Hedge・ More Communication Strategies
e.g. Metadiscourse
Now, So・ FLOB （British English）

Japanese CEO
Few
I, We, You