To understand how to analyze a public speaking occasion, let’s consider an example from theatre. An actor prepares for a role through a process known as script analysis, where they identify the setting, the plot, character traits, relationships, and objectives of the role they will play. In other words, in order to create a character, actors must analyze who, what, where, when, and why.

For example, imagine you’re playing the role of Shakespeare’s Hamlet. Here are some circumstances:

• WHO AM I? I’m the Prince of Denmark. I’m a college student. I’m recently fatherless.
• WHAT IS GOING ON? I left school. I’m in love with Ophelia. My father’s ghost is haunting me.
• WHERE AM I? My family’s palace at Elsinore. I’m in Denmark.
• WHEN AM I? It’s winter in Denmark. It’s the late Middle Ages in Northern Europe,
• WHY AM I HERE? I suspect that my uncle killed my father. I’m trying to figure out what I should do.

Can you see that Shakespeare’s famous play gives these circumstances to the actor? That is why we call them given circumstances. An actor can’t accurately play Hamlet without understanding these given circumstances. The actor can’t say “I’m not a Prince of Denmark”!

Given Circumstances of a Speech Occasion

What does playing Hamlet have to do with public speaking? For public speakers, circumstances are not determined by a theatre play, that is true. However, speaking circumstances are given to you. These are elements about the speech that have been predetermined and you are likely unable to change. This sets the structure for the expectations for your speech. These circumstances typically include the following elements:

• Invitation. Someone has asked you or required you to give a speech.
• Time to prepare. Preparation time might be anything from the spur of the moment to several weeks.
• Topic. You have been asked to speak about something, or you have proposed your own topic.
• Event. There will always be a reason for a public speaking event. It could be anything from a class presentation to a graduation ceremony. Small or large, public speaking takes place in the context of an event.
• Place. The circumstances of a public speaking occasion also have a real or virtual place.
• Audience. By definition, there will be an audience.

All these circumstantial elements together make up what is called the Speaking Occasion. Just like an actor playing Hamlet, you must pay attention to all the information you have been given about the speaking occasion. For a speaker, the speech occasion is like a play. An author (the person inviting you to speak) has given you circumstances. You, the speaker, can play your role within these circumstances by deciding how to fulfill them, but you can’t change the circumstances.

Analyzing the Circumstances of the Speech Occasion

Public speakers should identify the given circumstances surrounding their speech in order to write and deliver a speech that is appropriate for their audience and setting. For example, a teacher might ask you to explain to the class an important concept. A prospective employer might ask you to do a presentation at a job interview. The organizers of a college club might ask you to give an award. Understanding the speech occasion will directly influence the speech you give, both in terms of content and delivery.

Consider the scenario that you’re giving a speech with a specific purpose “To inform the audience about the popular social media app TikTok.” How would you deliver that speech to an audience of college-aged students at a university event? What information could you assume they already know about TikTok, social media, or smartphones?

Now, imagine that you’re delivering the same speech, but this time you’re at a retirement home. You would necessarily need to change the content of the speech, right? You would need to give various kinds of background information. And your delivery would need to change to suit your audience (you may need to speak louder, slower, and enunciate even clearer at a retirement home, for example). You must always shape your speech to the given circumstances of the speaking occasion.

When preparing for a speech, you can approach the given circumstances by using the model of reflecting on what, why, where, when, and to whom. Taken together, these circumstances will tell you how to approach your speech. The next sections and the following chapter will explain in further detail what to consider as you analyze the specific given circumstances.

Occasion Element #1: What Are You Going to Speak About?

Students learning about public speaking in a college course often begin a speech assignment by looking for a topic, as if they have a completely open choice about the subject matter of the speech. In real life situations, however, speakers are typically expected to address a theme and often they are given a specific topic for the speech. The occasions at which you’ll speak are often planned and anticipated. Therefore, the first questions to ask yourself are about the topic:

• Have you been asked to speak on a specific topic or to address a general theme? What is that topic and/or theme?
• What is your knowledge and credibility with this topic?
• How much specific guidance have you been given about the topic?
• Is there room for creative interpretation?
• What about the topic interests you most? What information do you want to be sure to include?
• What do you want the audience to know? What do you want them to feel?

Answering these questions thoughtfully will allow you to answer a fundamental question when it comes to understanding the speech occasion: What are you expected to speak about?

Initially, your answer may be broad and not well-defined. Don’t worry, you will have time to refine your topic as you go. What is important is having at least a general sense of your topic so you can complete your analysis of the speaking occasion. When you’re able to answer fully, not just what is expected but what you plan to talk about, you’re in a great position to identify an appropriate and specific topic for your speech. The chapter “Purpose and Thesis” will discuss how to articulate your topic choice.

Occasion Element #2: Why Are You Speaking?

Imagine a student is asked to speak at a college ceremony celebrating the graduating class of their peers. Instead of giving a speech that celebrates the graduates’ achievements and inspires their future, the student touts the benefits of choosing a career in cybersecurity. How successful do you think that speech would be? And what if the speaker arrived to deliver this speech, not with a memorized or even fully written speech, but with a few notes written on the back of an index card? How do you think the person who invited the student to speak would feel? This may be an unlikely scenario, but versions of this kind of thing happen all the time because speakers fail to think about why they were asked to speak and the expectations of the event. Thus, to successfully answer why you are speaking, you need to know the context of the event you are speaking at and why you specifically were chosen to speak. Did you volunteer, were you invited, or is this an assignment or job expectation? What do you bring to this event? What is the expected outcome? How do you feel about giving this speech?

Understanding the Event

Once you have identified an appropriate topic based on what you have been asked (or volunteered) to do, you can begin more closely analyzing the speaking occasion. To do that, you need to think more deeply about the planned or anticipated event at which you’ll be speaking. An event is any public occasion that brings together a speaker and an audience. It could be as large as a graduation ceremony or as small as a class presentation. These are questions that you can apply to any event:

• What type of event is this? Is it a meeting, a classroom presentation, a conference, a college ceremony, a town hall meeting, or a wedding? What does the audience expect from this event?
• Why is the audience gathering? What effect do they expect? Is the audience there to learn? To resolve a problem or hear a debate? To celebrate or to mourn? What is the general mood?
• Who are the organizers or sponsors of the event? Who else is involved?
• How formal or informal is this event? Is it taking place in the evening or at the weekend? Is it part of a normal day? Was it planned far in advance or is it spur of the moment?
• What is on the program? Will you be the only speaker? Is there a line-up of several speakers? Will you be introduced, or will you introduce yourself?
• What details about the event and expectations do you already know? What further questions about the event do you have?
• Based on this closer look at the speaking occasion, do you need to modify your topic?

Having answers to each of these questions will allow you to determine key features of your speech. Let’s take a closer look at these:

• Type. The type of event provides a framework for the content of your speech. You know from experience that a toast at a wedding is different from a debate and that a classroom presentation isn’t the same thing as a job interview.
• Effect. By asking yourself why the audience will gather and what they expect to get from your speech, you’ll discover the general purpose of your speech. The three overarching purposes are (a) speeches that inform, (b) speeches that persuade, and (c) speeches delivered for special occasions to inspire or move an audience. Each of these speech types will be discussed in detail later in this textbook.
• Organizers. Knowing who is organizing the event and the other staff members involved, if any, will help you get answers to your questions about the speech requirements. You’ll also know the staff you need to consult if you have a problem with, for example, technology.
• Formality. Understanding the level of formality of an event is extremely important. It will tell you if you need to write a complete manuscript, a detailed outline, or a couple of ideas written on a napkin. These three levels of preparation correspond to three different modes of delivering speeches: manuscript, extemporaneous, and impromptu. For more details on speech modes see the chapter “Ways of Delivering Speeches.”
• Program. Understanding the scheduled program for the event will help you know how your speech fits into the event. It will allow you to clarify if you’ll be introduced to the stage, or if you’ll need to take the initiative when it’s your turn.
• Topic. Finally, all these questions may lead you to think about modifying or changing your topic. Don’t be afraid to do so if necessary.

Knowing the expectations of the event and these specific elements will ensure you have a speech that is appropriate for the type of event that meets the expectations of the audience and sponsors, is at an appropriate level of formality or informality, and will fit smoothly into the event.

Occasion Element #3: Where Does Your Speech Occur?

So far, we have talked about two essential elements of the speech occasion: (1) What you are expected to talk about, and (2) Why you are speaking and the context of the event. Now let’s turn to the third element of the speech occasion: where. For this given circumstance, consider the physical space of where you’ll be speaking. This includes everything in the location, from the atmosphere to the equipment available, and to the number of bodies. Space also plays a role in both how comfortable the audience will be (which may affect their attention span), and how comfortable you’ll be as a speaker. Additionally, the space may dictate an expected level of formality and presentation style.

Space

When thinking through the physical space of your speech, consider these questions: Will you be speaking indoors or outside? How large is the space? Is it well lit? What is the temperature? Does the space affect your clothing choices? What are acoustics like? Is there likely to be audible background noise? How much will you need to project your voice? Will you be using a microphone? Is the microphone on a stand, wireless, or a headset? Is there a projector or other technological capabilities? Can you access the internet? Will you need to provide your own equipment or adapters? How well can the audience see any projected images? If you’re using technology, are you familiar with it, and do you have a backup plan in case it doesn’t work correctly? Will there be electrical cords or other potential tripping hazards? Where are the outlets? Will you be seated or standing? Will you be speaking from behind a lectern or on a platform? Are you able to move freely through the space? Have you been in this space before and do you feel comfortable there?

Where is the Audience?

Additionally, you’ll want to reflect on your spatial relationship with the audience and their relationship to the space in general. Will the audience fill the space? How much of the audience will you be able to see? A larger audience will require more volume. It also generally implies that you won’t personally know the members of the audience. For some speakers, large crowds can be more anxiety-inducing, although for others speaking before a more intimate group is a scarier prospect. In a smaller space, it may be easier to interact with audience members individually and develop a more personal rapport. How does the spatial arrangement affect the audience’s ability to ask questions? Will you need additional microphones in the audience?

Where is the location you’ll be presenting from in relation to the audience? Are they seated straightforward facing you in rows like in a classroom? Are they seated around a single long table such as in a boardroom? Is there an audience on three sides of you as in some theatre spaces? The positioning of the audience will affect how concerned you need to be with sightlines and making sure you’re addressing the whole audience. Furthermore, you may need to consider the type of seating. Is the audience seated on hard chairs or benches? If they are uncomfortable, they may be more inclined to fidget. Conversely, if they are on sofas or plush chairs, they might get so comfortable they become drowsy. Are they behind a desk or table so that they can easily take notes? How easily can they see you and any presentation aids? If the audience is further away your facial expression may be harder to read. Therefore, you’ll need to rely more on gestures. Additionally, your gestures will need to be larger and crisper so they can be seen. How close to the audience are you able to get (and do you want to get)?

Often, you’ll have no control over the physical space. However, you should exert what control you do have to make sure the space is as conducive to your presentation as possible. Sometimes simply adjusting the temperature or closing the door to the space can make a significant difference. If you’re speaking in a place that you’re less familiar with, try to visit ahead of time or arrive early so you can do a quick assessment of the space. Think through any special challenges that the space presents. How can you best use this space to your advantage?

Occasion Element #4: When Are You Speaking?

The circumstances of time can mean several different things for a speech occasion. There is preparation time, or the amount of time from first learning that you’re to give a public speech until the day you present your speech. Calendar time refers to exactly when you’re giving your speech (season, month, time of day, weekend, or weekday). Finally, delivery time means how much time you have been allotted for your speech. All these factors are crucial in analyzing the speaking occasion.

Preparation Time

The preparation time for a speech begins the moment you learn that you’ll be giving a public speech. From that moment until the day you deliver the speech could be weeks, days, or just minutes. Whatever the timeframe, however much time you have, you must use it to prepare your speech.

Knowing when your speech occurs allows you to determine how much time you have to write and rehearse your speech. What are reasonable goals for completion in that period? Do you have the time to research and write a full manuscript speech or detailed outline? Do you have the time to memorize your speech? How much time will you allow for the research and pre-writing steps of preparation? How much time do you need for practicing and polishing your speech? How do your time goals for completing the speech fit with other obligations on your time? Even an occasion where you have been given only a few minutes to prepare should be used wisely. We discuss preparing for an impromptu speech in a later chapter.

Once you have thought about these questions you can create a timeline for your speechwriting process. Start by identifying the deadline for completing a speech, then work backwards. Aim to have a finalized version of your manuscript or outline at least one day beforehand. It’s important to allow plenty of time for rehearsing the performative elements of the speech and becoming familiar with the language. Here is an example of a two-week preparation timeline for an informative speech:

Calendar Time

When does your speech take place? What time of the day is the presentation? An audience at 8:00 in the morning isn’t the same as at 2:00 p.m. An audience on Monday at 10:00 a.m. isn’t the same as at 3:00 Friday afternoon. The time of your presentation may tell you a great deal about how to prepare. For example, if the audience is likely to be tired, you might want to get them physically active or talking to each other in a part of the speech, especially if it’s a longer presentation.

Furthermore, you’ll want to know how long it will take you to get to the speech location. Ideally, you’ll arrive early. If you know you’ll benefit from having a few minutes to warm up or relax, build that into your schedule.

Delivery Time

Delivering your speech within the time limits given is of utmost importance. Speaking for more than your allotted time has negative consequences: you might be taking away time from another speaker, you may be cut short, or the audience may start leaving because they expected the event to end. Staying within time limits reflects your preparation and shows respect for the occasion and for your audience.

Knowing your delivery time is also crucial to speech preparation. It allows you to decide what you can realistically include in your speech. Imagine you’re giving a speech informing the audience about the rules of baseball. A twenty-minute speech on that topic would be quite different from a speech of six minutes.

How does a speaker accurately estimate a speech length? First, know your rate of speech. The average rate of speech is 100-150 words per minute, with 130 being ideal. You can assume, for example, that a seven-minute speech means writing a 900-word manuscript. However, some individuals naturally talk faster than others. Through practice, you’ll develop a sense of your habitual speaking tempo. Be aware that when giving public speeches you want to intentionally speak more slowly than you would in everyday conversation. Knowing your average tempo allows you to accurately determine how much content you can cover in your speech.

If you’re planning to speak, not from a manuscript (where every word is written) but from a fully developed outline, you can’t rely on word count as your guide. Instead, you’ll need two important strategies: (a) careful planning of your outline so that you limit the risk of time-wasting improvisation, and (b) multiple rehearsals. Whether you’re speaking from a manuscript or an outline, it’s critical to time your speech as you rehearse.

Multiple factors can influence your delivery time. Many people speak faster when they feel nervous. Furthermore, manipulating your tempo and rhythm is an effective means of emphasizing different points and maintaining audience attention. If applicable, you also should plan for applause or laughter which may slow down your timing. Maximizing your use of delivery time will help you to be an effective public speaker.

The fifth element of Speech Occasion analysis is Audience, discussed in depth in the next chapter. 

Conclusion

Before jumping into writing a speech, it’s important to go through the process of analyzing given circumstances that make up the speech occasion. You don’t necessarily have to answer every question posed in each element of the process but the more information you have the stronger your speech will be. Be mindful about how these details will affect both your writing and delivery. Additionally, knowing you have done the preparation work will boost your confidence.  Furthermore, you should expect to further refine your initial assessment of the speaking occasion as you learn more specific details about the event and the expectations. Make sure your speech fits within the full context of the speech event.