Chapter 3

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3
C H A P T E R
Step One: Identify
the Purposes of
Communication

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Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Communicating to Inform
 Most common understanding of
communication
Inform Persuade Convey Goodwill Establish Credibility
“We have a
meeting next
Tuesday”
“I need to order 30
copies of this book”
“You can submit the
papers via email”

5. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5
Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Conger’s Model of Persuasion
1. Establish
Credibility
Demonstrate expertise and that you have
others’ interest in mind
2. Frame for
Common
Ground
Demonstrate that you understand your
audience by appealing to its concerns
3. Provide
Evidence
Utilize a variety of different types of evidence
such as numerical data, examples and stories
4. Connect
Emotionally
Demonstrate your sensitivity to the audiences’
emotional stage and show passion about your
topic
Inform Persuade Convey Goodwill Establish Credibility

7. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7
Conger’s Model of Persuasion
1. Establish
Credibility
2. Frame for
Common
Ground
3. Provide
Evidence
4. Connect
Emotionally
Inform Persuade Convey Goodwill Establish Credibility

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How to Be a Good Advocate
What are you advocating?
1. Plan What communication strategy will be effective?
2. Determine why your
boss will care
How does my argument link to the things my boss is
concerned about?
3. Tailor your argument What types of evidence will appeal to my boss?
4. Assess prior
technical knowledge
What technical knowledge or jargon is my boss familiar with?
5. Build coalitions Who else in the organization supports this initiative?
6. Hone
communication skills
What can I do to be sure I’m prepared to present this to my
boss?
Inform Persuade Convey Goodwill Establish Credibility

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Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

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Why Network?
Convey
Goodwill
Produce
effective
super-
vision
Ensure
productiv
e
workflow
Build
personal
influence
Promote
social
support
Inform Persuade Convey Goodwill Establish Credibility

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Trust is Multi-Faceted
Integrity
Competence
Consistency
Loyalty
Openness
Individual ethics
and honesty
Technical ability
and skills required
Willing to
protect others
Transparent,
not secretive
Reliable and
predictable behavior
Inform Persuade Convey Goodwill Establish Credibility

12. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12
Four Purposes of Communication
Inform Persuade
Convey
Goodwill
Establish
Credibility

13. Copyright © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13
Communicate effectivelyExpertise and Competence
• Improve communication skills, respond to problems with solutions
Use communication responsiblyPersonal Ethics and Integrity
• Maintain future orientation, focus on substance over utility, emphasize community over
individual
Control how you communicateControl of Emotions
• Avoid use of overly negative emotions in written and verbal contexts
Monitor manner, appearance, settingDevelopment of Professional Image
• Work to display traits of intelligence, self-confidence, determination,
integrity and sociability
How Do I Build Credibility?
Inform Persuade Convey Goodwill Establish Credibility