1. When there's a potential for disagreement or conflict:
* Controversial topics: If the speaker is advocating for a position that many in the audience may disagree with, establishing common ground can create a more receptive environment.
* Different backgrounds or viewpoints: If the audience has diverse perspectives, finding shared values or experiences can bridge the gap and make the speaker's message more relatable.
* Emotional issues: When dealing with sensitive or emotionally charged topics, building trust and understanding through shared ground is essential for a productive conversation.
2. When the speaker needs to build credibility:
* Unknown speaker: If the audience is unfamiliar with the speaker's expertise or authority, establishing common ground can enhance their credibility.
* New ideas or concepts: If the speaker is introducing unfamiliar concepts, connecting with the audience's existing knowledge and beliefs can make it easier for them to grasp the new information.
3. When the speaker wants to enhance persuasion:
* Building rapport: Finding common ground creates a sense of connection and trust, making the audience more receptive to the speaker's message.
* Appealing to shared values: When the speaker connects their message to the audience's values, it becomes more relevant and persuasive.
* Encouraging action: A sense of shared understanding and trust makes the audience more likely to consider the speaker's call to action.
Examples of establishing common ground:
* Acknowledging shared experiences: "We all know the frustration of..."
* Identifying shared values: "We all believe in..."
* Highlighting common goals: "We all want to..."
* Using inclusive language: "We can work together to..."
By establishing common ground, persuasive speakers can create a more positive and productive environment, enhance their credibility, and increase the likelihood of achieving their persuasive goals.