Building Credibility withAudiences Through Writing                                        Trent M Kays         Writer, Tea...
You Can Find Me AroundTwitter: @trentmkaysAbout.me: http://about.me/trentmkaysLinkedIn: http://linkedin.com/in/trentmkaysG...
Exigency and Kairos
What is Exigence?“A rhetorical call to action; a situation that compels              someone to speak out.”
Have you ever heard of an “exigent circumstance?”         What is it? How do we define it?     What does it have to do with...
It’s often what compels us to use:              Credit: Flickr User melter
Or this:Credit: Flickr User Kevin Shorter
What is Kairos?“Generally means, ‘timing’ or ‘the right           circumstances.’”
How do we know the right time to post?  What is “right?” Why does timing matter?When you hit the post button, do you consi...
What if our timing is off?
What if instead of this:     Sept 24, 2001 Cover        Credit: The New Yorker
We had seen this:Proposed Sept 24, 2001 Cover        Credit: The Daily Beast
The reason to do something and the time inwhich to do something are critically important.
Structure and Motive
What is Structure?White spaceFontSyntaxSpacingImageryStew Pot
Credit: Hongkiat.com
Credit: Hongkiat.com
Credit: Hongkiat.com
Credit: Hongkiat.com
Understanding Motive
Example 1: “In studying American popular cultureof the 1980s, the question of to what degreematerialism was a major charac...
Example 3: “I think that Aristotle’s ethical argumentsare logical and readily applicable to contemporarycases, or at least...
The Three AppealsLogos: the appeal to logicEthos: the appeal to credibilityPathos: the appeal to emotion
Building Authority, Credibility       and Keeping it
Back to Ethos How do we build credibility? Authority?How does trust develop with our readers? How do we connect with an au...
Ethos               AudienceAudience    Action     Context   Writer           25%        25%           25%        25%
What Goes Into Trust?Linked Data   Embedding    Syntax  Images      Schedule     Voice   Tone       Contexts    Audience
Consistency. Always be      consistent.
Words of Power
Speech Acts  What are speech acts?How do words educe action?   Why should we care?
Example 1: “I’m cold.”           Example 2: “It looks like rain.”Example 3: “Youll be more punctual in the future.”Example...
Does Saying It Make It So?
What Do We Want From Our Audience?ActionImplicit/ExplicitContactMovementHate/LoveReturn
Self Primary            AudienceSecondary
Writer   Message   Audience      ?                              (Action)
Trigger WordsPatriotism         Fire          Help  Stop          Main Street   Wall Street Censor          Freedom      H...
Why is a tree called a “tree?”
The Act of NamingSymbolsPowerContextsDiscourse CommunityJargonSEO
A Brief Word About Controversy
Jonah Lehrer               Credit: The Rumpus
Fareed Zakaria                 Credit: Wikipedia
A writer’s word is often theonly variable an audience   has to gauge trust.
Questions? Thoughts? Comments?
I’m available for writing andcommunication consulting, workshops, teaching, and    various other things.
Contact Info:          Trent M Kays Email: trent@trentmkays.com     Cell: 612-850-6686Website: http://trentmkays.com
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Building Credibility with Audiences Through Writing

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These are my presentation slides for my 2012 Minnesota Blogger Conference talk on September 22, 2012.

These slides were prepared in Keynote. If you need a copy in PowerPoint, please contact me.

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  • Building Credibility with Audiences Through Writing

    1. 1. Building Credibility withAudiences Through Writing Trent M Kays Writer, Teacher, Consultant, Doctoral Student University of Minnesota
    2. 2. You Can Find Me AroundTwitter: @trentmkaysAbout.me: http://about.me/trentmkaysLinkedIn: http://linkedin.com/in/trentmkaysGoogle+: http://gplus.to/trentmkaysWebsite: http://trentmkays.com
    3. 3. Exigency and Kairos
    4. 4. What is Exigence?“A rhetorical call to action; a situation that compels someone to speak out.”
    5. 5. Have you ever heard of an “exigent circumstance?” What is it? How do we define it? What does it have to do with blogging?
    6. 6. It’s often what compels us to use: Credit: Flickr User melter
    7. 7. Or this:Credit: Flickr User Kevin Shorter
    8. 8. What is Kairos?“Generally means, ‘timing’ or ‘the right circumstances.’”
    9. 9. How do we know the right time to post? What is “right?” Why does timing matter?When you hit the post button, do you consider the timing of the discourse?
    10. 10. What if our timing is off?
    11. 11. What if instead of this: Sept 24, 2001 Cover Credit: The New Yorker
    12. 12. We had seen this:Proposed Sept 24, 2001 Cover Credit: The Daily Beast
    13. 13. The reason to do something and the time inwhich to do something are critically important.
    14. 14. Structure and Motive
    15. 15. What is Structure?White spaceFontSyntaxSpacingImageryStew Pot
    16. 16. Credit: Hongkiat.com
    17. 17. Credit: Hongkiat.com
    18. 18. Credit: Hongkiat.com
    19. 19. Credit: Hongkiat.com
    20. 20. Understanding Motive
    21. 21. Example 1: “In studying American popular cultureof the 1980s, the question of to what degreematerialism was a major characteristic of thecultural milieu was explored.”Example 2: “In our study of American popularculture of the 1980s, we explored the degree towhich materialism characterized the culturalmilieu.”
    22. 22. Example 3: “I think that Aristotle’s ethical argumentsare logical and readily applicable to contemporarycases, or at least it seems that way to me.”Example 4: “Aristotle’s ethical arguments are logicaland readily applicable to contemporary cases.”
    23. 23. The Three AppealsLogos: the appeal to logicEthos: the appeal to credibilityPathos: the appeal to emotion
    24. 24. Building Authority, Credibility and Keeping it
    25. 25. Back to Ethos How do we build credibility? Authority?How does trust develop with our readers? How do we connect with an audience?
    26. 26. Ethos AudienceAudience Action Context Writer 25% 25% 25% 25%
    27. 27. What Goes Into Trust?Linked Data Embedding Syntax Images Schedule Voice Tone Contexts Audience
    28. 28. Consistency. Always be consistent.
    29. 29. Words of Power
    30. 30. Speech Acts What are speech acts?How do words educe action? Why should we care?
    31. 31. Example 1: “I’m cold.” Example 2: “It looks like rain.”Example 3: “Youll be more punctual in the future.”Example 4: “The list is full; all I need are forks now.”
    32. 32. Does Saying It Make It So?
    33. 33. What Do We Want From Our Audience?ActionImplicit/ExplicitContactMovementHate/LoveReturn
    34. 34. Self Primary AudienceSecondary
    35. 35. Writer Message Audience ? (Action)
    36. 36. Trigger WordsPatriotism Fire Help Stop Main Street Wall Street Censor Freedom Happiness
    37. 37. Why is a tree called a “tree?”
    38. 38. The Act of NamingSymbolsPowerContextsDiscourse CommunityJargonSEO
    39. 39. A Brief Word About Controversy
    40. 40. Jonah Lehrer Credit: The Rumpus
    41. 41. Fareed Zakaria Credit: Wikipedia
    42. 42. A writer’s word is often theonly variable an audience has to gauge trust.
    43. 43. Questions? Thoughts? Comments?
    44. 44. I’m available for writing andcommunication consulting, workshops, teaching, and various other things.
    45. 45. Contact Info: Trent M Kays Email: trent@trentmkays.com Cell: 612-850-6686Website: http://trentmkays.com

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