McKee Notes

Argument: Sounds have certain messages. Sound can be rhetorical.

6 Types of Sound:
1) Music (silent movies)
2) Sound Effects
3) Silence
4) Vocal Delivery (Volume, Pitch, Roughness, Tension, Vibrato, Breathe)
5) Integrating Sounds Together

Chapter 5:

How persuasion works:

* Reverse unwanted attitudes

* Reinforce desired attitudes

* Shape undecided attitudes

How to focus on reader’s goals and values

1. Identify reader’s goals

2. Determine how recommended actions/ideas help them achieve their goals

3. Focus on communicating the recommendations

1. Listen and respond flexibly to what you hear

2. Identify business-related goals you can help your readers achieve

3. Identify values-based goals you can help your readers achieve

4. Identify achievement and growth goals you can help your readers reach

How to reason soundly:

* Evidence should be backed by line of reasoning before you reach your claim.

1. Present sufficient and reliable evidence

a. Data

b. Expert Testimony

c. Examples

2. Explicitly justify your line of reasoning where necessary

3. Respond to and learn from your readers’ concerns and counterarguments

How to build an effective relationship with your readers:

1. Establish your credibility (ethos)

a. Expertise

b. Trustworthiness

c. Group membership

d. Dynamic appeal

e. Power

2. Present yourself as a partner, not a critic

a. Praise your readers

b. Highlight the goals you share

c. Show that you understand your readers

How to organize to create a favorable response:

1. Choose carefully between direct and indirect organizational patterns

2. Create a tight fit among the parts of your communication

Appeal to your readers’ emotions (pathos)

How to persuade ethically:

1. Don’t mislead

2. Don’t manipulate

3. Open yourself to your readers’ viewpoint

4. Argue from human values

Chapter 20

1. Think about who your listeners are and how you want to affect them.

2. Think about what your listeners expect.

3. Find out how much time you will have for your presentation.

4. Use relevant graphics, display them effectively

~ display when talking about it

~ don’t read straight off your graphic

~ do not block graphics on display

~ leave graphic up for enough time for viewer to digest its contents

5. Analyze: size of audience, location, and equipment

~ What site you are using to host the video, what equipment you use to make the video, what is your target audience

6. Choose type of oral delivery in your video: scripted, outlined, or impromptu.

~ type of delivery depends on type of video

~ a video pitch should be planned and scripted

~ a recreational video is more likely to be outlined or impromptu

7. Use a simple structure ­ and help your listeners follow it

­ Introduction ( introduce the topic, explain the relevance, provide background information and your main point)

­ Body ( present your main points and explain them) ­ Conclusion

8. Focus on a few main points\

9. Speak in a conversational style to your audience

10. Involve your listeners through asking for feedback, inviting questions, helping them take notes on your video, and giving them something to take away

11. Edit appropriately

Chap 17 checklist
The three activities of revising:
Identifying possible improvement
Check your readers’ point of view
Check from your employers’ pov
Distance yourself from the draft
Read your draft more than once, changing your focus each time
Use computer aids to find (but not to cure) possible problems
Ethics guideline: consider the stakeholders’ perspective
Deciding which improvements to make
How to give good advice/ how to obtain good advice
Discuss the objectives of the communication and review
Build a positive interpersonal relationship with your reviewers or writer
Rank suggested revisions
Explore fully the reasons for all suggestions
Present your suggestions on the way that will be most helpful to the writer
Ethics guideline: review the stakeholders’ perspective
Making the selected improvements
Guideline 1 | adjust your effort to the situation
Guideline 2 | Make the most significant revisions first
Be sure to correct mechanical problems
Guideline 3 | Be Diplomatic
Guideline 4 | To revise well, follow the guidelines for writing well
Guideline 5 | Revises to Learn


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