POSITIONING YOUR MESSAGE

Where you position your message affects your influence as a speaker.

The Primary and Recency Effects

A primary effect occurs when the information you present first has a greater impact; a recency effect occurs when the information presented last has the greater impact. Research shows we remember the first and last parts of any presentation best. Information buried in the middle of a presentation is quickly forgotten.

The Primary Effect and Justice

As part of a trial, the lawyers for both sides are allowed to make opening statements. Even though opening statements are not evidence, they can exert great influence on jurors, occurring as they do at the beginning of the trial. The legal system insists that jurors should not ...

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