3S03-CH2.docx

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11 Apr 2012
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Commerce 3S03
Chapter 2: Communication
- Communication is sharing information with others
- To be effective, communication requires that people reach a common understanding
- For communication to work, listeners need to understand what is being sad to them and
interpret that information in a similar way to the person making the original statement
- It affects almost every aspect of managerial behaviour
Communication Myths
- If you have a strong case, everyone will be convinced
- Words mean what they mean
- PowerPoint presentations are always the best way to persuade
- Assertive communication means being a jerk
- Listening is a passive activity
Creative Persuasive Messages
Audience Analysis
- Analyze your audience
- Develop an argument that speaks to your listeners
- Will always be more persuaded by issues that directly affect them
- First, we are persuaded by the personal credibility, or ethos, of a speaker
- Second, we respond to emotional appeals, or pathos in a message
- Finally, we are moved by the logical arguments, or logos, supporting a position
Ethos: Personal Credibility
- We believe they know what there talking about
- Believe that the speakers shares your values
- Based on personal credibility
- People find your message most appealing when it is clear that you truly understand them
- Establish yourself as an expert on your topic of choice
- Go the extra step to prove your knowledge and skills
- About expertise and relationships
- Expertise involves knowledge and a history of sound judgment
- Relationships stem from demonstrating you can be trusted to listen and work in the best
interests of others
- Make sure your quality of presentation reflects your expertise
Pathos: Arousing Others’ Emotions
- To arouse your emotions
- Most effective when speakers use stories and examples that are highly relevant to their listeners
- The first technique is one of fairness
- Relies on the universal human tendency for people to treat others, as they are themselves
treated
- Being trusting, cooperative, pleasant, or responsive to others’ needs will encourage others to act
similarly toward you
- Another technique is storytelling, which is one of the most powerful modes of communication
Logos: Using Evidence
- The logical arguments presented by speakers is compelling
- Facts, figures, and other forms of persuasion help listeners believe they are making an
informed, rational choice
- You have 2 obligations: Construct a logical sound arguments and to find evidence in support of
your claims
- 2 basic kinds of arguments:
1) Deductive (moves from general to specific)
We make an assertion, and then provide evidence in support of that assertion
2) Inductive (moves from talking about specific things to generalizing)
We present the evidence and then draw conclusions
- The types of evidence available to you include:
1) Statistics
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