Credibility: It means 'believability'. It's the measure of trust that your audience has in you, so it is in turn the measure of receptivity that your audience has for your message. People with low credibility can have great ideas for which audiences will have little receptivity, and people with high credibility will find audiences accepting even silly or stupid ideas. On the whiteboad (see above), I laid out the relationship of credibility to character, and character to virtue/vice, and virtue/vice to ethos.
Primary Audience - Secondary Audience: You design your message to obtain a thinking, feeling, or action response from your primary audience; you don't expect a response from your secondary audience. The secondary audience can be people you send the message to, as in a cc, and it can be anybody who reads the message whether you intend them to read it or not.
Primary Objective - Secondary Objective: The primary objective is reactive; it's about putting out the fire. The secondary objective is proactive; it's about looking for ways to go forward once the fire has been put out. Every message has a primary objective; not every message has a secondary objective. In my revision of the Goodwin message (see below), I make clarifying the misunderstanding the primary objective. The secondary objective is to sell him an overdraft line of credit or perhaps have him consolidate accounts with my bank. The original messages 1 & 2 had no secondary objectives.
Prepositions and Prepositional Phrases: Prepositions introduce phrases that play a modifying or descriptive function in a sentence, the way adjectives and adverbs do. In the sentence 'The dog under the table' is chewing a bone. The preposition is 'under' and the prepositional phrase is 'under the table'. The prepositional phrase plays the role of an adjective here. It's as if you're saying 'The under-the-table dog is chewing a bone'. Prepositional phrases always have objects, and when those objects are pronouns, they are in the accusative form: 'under him', 'between you and me'.
October 6, 2015
Use the Situation Analysis form at the top of the column to the left, and just
fill in the blanks. Don't worry if parts of it don't make sense. I'll explain it next class.
When you are trying
to define the issues, look at them in this case as being arranged concentrically,
with some issues more at the periphery influencing the most important
issue in the center. Which one is the crux?
When defining objectives
think about them in two categories: reactive--what you have to do at
a minimum to put out the metaphorical fires--and proactive--what possibilities
are there to go beyond the status quo ante.
When defining the audience,
the most important element is to define the audience's need, because what you choose
to include in your summary should be determined by its usefulness in
meeting your boss's need.
Your goal in
this assignment is to create a document that will be more useful or helpful
for your boss than the original article.
Dear Mr. Goodwin:
I am writing in response to your August 15 email
questioning the $108.00 in overdraft fees charged against your account.
After receiving your email we investigated to learn why you were charged, and we learned that a miscommunication between you and the United Oregon Bank led to the imposition of
In your email, you mentioned that you had instructed
the United Oregon Bank to transfer $45,000 to your account
here on August 1. It did not, however, make the transfer until August
10--which explains why on August 8 we charged your account for the overdraft.
We value your account with us, Mr. Goodwin. You have been
one of our most reliable and valued customers, and we understand that
miscommunications like this happen from time to time. On this occasion
we are happy to refund to you the $108. But please contact United Oregon
to be sure that they send future transfers on the date you specify.
Perhaps an overdraft line of credit would be appropriate
if you anticipate this kind of miscommunication in the future. You might
also consider consolidating your accounts in such a way as to make these
transfers unnecessary.We’ll have one of our personal bankers contact
you in the next week to see if we can help you to meet your banking needs
in a more streamlined way.
Note that this revision makes the misunderstanding issue the "crux", and adds a proactive dimension by seeking to flip the problem into an opportunity and move with Mr. Goodwin beyond the status quo ante.
You can practices the three-step who/whom process taught in class by going here and here. Use all three steps when you practice:
Bracket the dependent clause that follows the who/whom.
Insert a pronoun into the dependent clause that makes it into a complete sentence.
If the case of the pronoun is nominative, use who; it the case is accusative, use whom.
Go the source link for more on these other uses of who and whom. These rules are fine for when you have a who or whom that begins a sentence (or is used in any other role except introducing a dependent clause), but you have to use my three-step method when a who or who is a relative pronoun introducing a dependent clause. You might otherwise be misled to think that it would be ok to say "Give the prize to whomever you think deservers it." Give the prize to him, right? No.It's not right.
Tactical Concession: In an argument or attempt to persuade, a move to give up a short-term advantage in order to procure one that is long-term. Instead of challenging your opponent's facts or assumptions, you concede
that he is right. This has a disarming effect, and makes him feel that
he has been heard and is well understood.
Commonplace: values of a community summarized in ideas, often stereotypes and cliches, that everybody within a particular group accepts as true without thinking about it. Examples: Snails are slow. The
children are our future. Freedom isn't free. Everyone
has a right to choose. Politicians are hypocrites. Big corporations only care about profit, not people.
Relaxed intensity: The ideal stance any performer takes during a performance. It comprises both a loose, comfortable body posture at the same time as having a mindset that is highly focused and committed to performing the task at hand.
Exposition: presentation of the facts, background information, etc. It's the data dots required to be connected when you want to deliver an insight.
Insight: the experience of "getting it". A common example is getting a joke, but also the experience of understanding, for instance, why you use 'who' in a particular sentence instead of 'whom'. It's also experienced any time you get a satisfying answer to a question or solution for a problem.
Clause: A verbal construction that comprises both a subject and a verb. They come in different varieties. You need to understand the difference between an independent and dependent clause.
Nominative: Case for nouns and pronouns that function as subjects in clauses.
Accusative: Case for nouns and pronouns that function as objects of verbs and prepositions.
Analysis/synthesis: Polarity defined by, on the on hand, breaking things down to understand the whole in its parts, and on the other, the process of understanding by assembling the parts into an integrated, functioni
October 1, 2015
Dan Pink video clip on motivation to be watched for homework and discussion in Class 2:
September 15, 2015
Welcome to Strategic
Communications for Fall Quarter 2015.
I'll be using this space as the quarter progresses
to summarize and amplify points that
I make in class with verbal commentary, video,
and other supplementary materials. Check in at least once a week
to make sure you're up to speed.
It will probably
take me until the end of the week to
get all the relevant links updated, but the ones that are live now
for the resources available here.
assignment links will be activated the class day I introduce the
if you miss class, you should know what the assignment is.