Chapter 4 & 5

CHAPTER 4 -Persuasion

Persuasion is trying to sway someone in the direction you want.  During Persuasion you have claims which are points you have to convey.  You have to have support to back up these claims as well. 

 There are many ways to identify your specific goal.  Arguments are all different bases on the level of contribution they require.

·         Arguing to influence people’s opinions

·         Arguing to enlist peoples support

·         Submitting a proposal

·         Arguing to change people’s behaviors

These can overlap, but before an argument is started, a clear view of what is to happen is the key.

Thinking like your audience can also benefit the outcome of the argument.  Thinking of questions that the audience might have will prepare you how to answer these concerns.

There are three levels of responses to a persuasive case.

·         Compliance- don’t really accept it but for some reason feel obligated to agree

·         Identification-accept it and go along with it.

·         Internalization- the ideal response, they agree with you.

Connection with your audience is extremely important.  There are three strategies for this:

·         Power connection (compliance)- do it because I say so, an order.

·         Relationship connection (identification)- do it because I’d appreciate it, invites the audience and allows them to choose.

·         Rational connection (internalization)- do it because it makes sense, offers choices, incentives, the choice is entirely up to the audience.

When proposing an argument, never think your way is the only way.  You have to play devil’s advocate and see the flaws that the audience proposes.  You have to respond to opposing views and allow for slight change.  You also have to be reasonable in your argument and know all constraints.  You have to know the right way to convey your message and when the time is right.

There are many constraints that one has to take into consideration.

·         Legal constraints

·         Ethical constraints

·         Time constraints

·         Social and psychological constraints

o   Relationship with the audience (not going to talk to boss and peers same way.)

o   Audience’s personality (to know how to convey your message)

o   Audience’s sense of identity (are the unified? Will this tear them apart?)

o   Size and urgency (know how to communicate and how serious your tone should be)

Emotions play a huge role in our ability to be persuaded. 

We say no because of fear:

·         Fear of the unknown

·         Fear of disruption

·         Fear of failure

We say yes!

·         Reciprocation (return a favor)

·         Consistency (have said yes to something similar before)

·         Social validation (other people are agreeing)

·         Liking (we like the person)

·         Authority ( the person with the argument knows a lot)

·         Scarcity (the person knows something we don’t)

A powerful persuader is evidence.  The evidence should be good quality, the sources are valid, and the evidence is reasonable.  Types of good evidence are:

·         Factual statements

·         Statistics

·         Examples

·         Expert testimony

Cultural differences should be taken into consideration when working with different cultures.  They should not be offended or embarrassed, their customs shouldn’t be ignored, and their values should be important.

Guidelines for persuasion are given in chapter for as a basis for forming a good persuasion.   It shows how to develop a clear plan, how to prepare your argument, and how and when to present your argument.  Once the argument is finalized, a checklist is provided to make sure the argument can be very persuasive and effective. 

CHAPTER 5 -Ethical writing

                Accurate, honest, and fair writing will insure that the writing is ethical.

Groupthink vs. teamwork

Communication abuse:

o   Suppressing knowledge that the public needs (dangers)

o   Hiding conflicts of Interest

o   Exaggerating

o   False or Fabricated Data

o   Visual images that hid the truth

o   Misusing information

o   Withholding important information

Critical Thinking

•                 Right action
•                 Obligations (yourself, clients, customers, company, coworkers, community, society)
•                 Values or ideas
•                 What are the consequences?

Ethical dilemmas serve as a frustrating challenge that you have to overcome or think through.  You have to think through hard choices and really formulate a document that is ideal in all circumstances.

Legal doesn’t always mean ethical.  There are many laws listed that explain legal situations.

Ethical communication is not plagiarism.  When representing ideas and works of others, credit must be given.

Tough situations: doing what you know to be right.  Make your own choices.  Either go public or hid the truth.

A checklist for ethical communication is provided as well as guidelines for ethical communication.