Goodwill is the audience's perception of whether the speaker has the best interests of the audience in mind.
A persuasive speech's introduction is more likely to require building trust or goodwill than an informative speech's introduction.
When the speaker is able to convince the audience that he is reliable and trustworthy and, as a result, has their best interests in mind, goodwill is established.
In a speech intended to convince people toward particular attitudes or courses of action, goodwill is a crucial element. This is also called the Ethos method of persuasion. By referencing common values and views and steering clear of causing offense, the speaker or author establishes rapport with the audience.
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