EWU Day 1*faculty.washington.edu/jwhelan/Documents/Slide PDFs... · marketing (gritty in the city)...
Transcript of EWU Day 1*faculty.washington.edu/jwhelan/Documents/Slide PDFs... · marketing (gritty in the city)...
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business communications
jack whelan
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part un
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who am i?
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B.A. Boston CollegeB.A. Boston College
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Go Eagles!Go Eagles!
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also to a masters degree from
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yale
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worked in publishing industry in new york city for almost ten years
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(if you can make it there, etc.)
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As an editor--mostly in
history of ideas
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(heady stuff)
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but also worked in . . .
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production
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sales
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marketing
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(gritty in the city)
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it was all about helping authors to package their ideas effectively
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if you have good ideas, but you can’t communicate them effectively. . .
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you will be perceived as on the same level as someone who has no ideas
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so what else do you bring to the table?
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(you may be asking yourself)
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i’m a writer, too!
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speechwriting
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scriptwriting
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magazines
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ghostwriting
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blogging
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consulting
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and i’ve taught this course
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for
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over
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twenty
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years
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!!!!!!!!!!!!!
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since 1986, to be exact
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mostly at uw
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but i’ve been here at ewu bellevue since the beginning
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so enough about me already--what’s this course about?
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course goals
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to make you
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compelling, engaging, memorable
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(good luck with that)
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business students are smart, but boring
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(when it comes to writing and speaking)
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but they don’t have to be
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but you can only do so much in ten weeks
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we can lay a foundation
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then it’s up to you to build on it
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we can diagnose what ails you
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and prescribe a cure
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but you have to follow doctor’s orders
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(i’m the word doctor)
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so how exactly are we going to go about this?
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what are the
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resources
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at our disposal?
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three or four things:
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1. website
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2. coursepack
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3. me
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4. the books
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Patricia T. O’Conner, Woe Is I
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Jay Heinrich,Thank You for Arguing
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Garr Reynolds, Presentation Zen
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ok--now what about
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grades
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no curve
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(what you get is what you get)
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assignments, quizzes, midterm, business plan
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it’s all explained in the syllabus
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moving on to more substantive matters . . .
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what is a communication
event?
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(inquiring minds want to know)
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let’s diagram it
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Ethos
Sender
Message
Audience
ResponseThinkFeelAct
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two more basic things:
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first, how to solve a problem
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you do it in four steps
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analysisstrategyexecutionevaluation
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and one more thing . . .
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you need to know how to tell a joke
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(it’s the secret to life-long happiness)
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i mean a “story” joke:
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There was a priest, a rabbi, and a minister...
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and they went into a bar, see...
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. . . you get the idea
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ok...here’s another example:
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now you do it
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not today
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next week
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some guidelines
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be natural
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think on your feet
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(don’t read or memorize)
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speak up
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don’t be crudely offensive
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have fun with it
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part deux
•movie clip: introducing nick
•pto: pronouns & plurals
•jh: winning over vs. winning
•coursepak: analysis
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english bootcamp
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pto:chap 1
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pronouns & case
Person Nominative Accusative
First Person I, we me, us
Second Person you you
Third Person he, she, it they
him, her, it, them
Relative Pronoun
who, whoever whom, whomever
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pronouns & case
Woe is me.Woe is I.Woe = I
The predicate nominative
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Mary likes Joe.Joe likes Mary.
subjects or objects?
She likes him.Him likes she.
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She and him went out for a walk.
The teacher told Sally and I to do our homework.
Us three didn’t know what to do next.
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like/as/than
I never met anyone like her.
I never saw anyone play the game better than her.
Like I said, ...
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who/whom
Mary is the candidate who/whom we think will win.
Mary is the candidate who/whom we hope to elect.
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Mary is the candidate who/whom we think will win.
Mary is the candidate who/whom [we think will win].
Mary is the candidate who/whom [we think she will win].
Mary is the candidate who/whom [we think she will win].
Mary is the candidate who we think will win.
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Mary is the candidate who/whom we hope to elect.
Mary is the candidate who/whom [we hope to elect].
Mary is the candidate who/whom [we hope to elect her].
Mary is the candidate who/whom [we hope to elect her].
Mary is the candidate whom we hope to elect.
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This is between you and I.
With we in this position, it will be hard for them.
For you or I this wouldn’t be difficult.
subjects or objects?
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I never met anyone who/whom looked so tired as she/her.
I never met anyone who looked so tired as she [does].
No one plays the game like she does.
No one plays the game like her.
subjects or objects?
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pto: chap 2
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plurals???
HMO HMOs
WMD WMD
rbi rbi
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other problems
• Cross your ts?
• Cross your “t”s
• Cross your ‘t’s
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• politics
• statistics
• octopus
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rhetorical considerations
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‘winning over’ vs. winning
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there are no rigid formulas
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but there are tried-and-true ways to “approach” different problems
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some approaches work
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and others just don’t . . .
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from The Verdict(1982)
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From The Verdict, 1982
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from Up in the Air(2009)
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From Up in the Air, 2009Chapter 3 Blame, Values, Choice
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tactics clooney uses:
•asks questions
•concession
•focus on future
•apt metaphor
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coursepacking
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analysis
•defining the issues
•defining the goals
•defining the audience
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message 1
Dear Mr. Goodwin:
Our sincere apologies. I am enclosing a credit of $108.00--a refund for the amount charged you on August 8.
We regret the charge, especially since you have always been one of our most reliable clients. In your letter of August 15, you mentioned that you had instructed the United Oregon Bank of Portland to transfer $45,000 to your account here on August 1. Unfortunately they did not make the transfer until August 10--which explains why on August 8 we were forced to make the overdraft charge of $108.00 against your account.
I am enclosing copies of the August 10 teletype from United Oregon and our subsequent credit to your account. You might wish to get in touch with your Portland bank to be sure that they send any future transfers on the date specified by your company.
Meanwhile, however, I hope the enclosed refund will close this particular incident satisfactorily. We'll do our best to continue to serve you promptly--but also with fairness and understanding.
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message 2
Dear Mr. Goodwin:
We are writing you in regard to overdraft charges of $108.00 charged against your account on August 8. Enclosed you will find a credit for this amount.
In your letter of August 15, you stated that the United Oregon Bank of Portland was instructed to transfer $45,000 on August 1 for credit to your account with our bank. We accept your good intentions and are crediting your account accordingly. However, this transfer was not made by the Oregon Bank until August 10. We are enclosing copies of the teletype record as well as of our credit to your account. The Oregon Bank did not transfer the funds on the date requested; and as a result, overdraft charges were incurred against your account.
May we suggest that you contact the Oregon Bank with reference to this matter so that any future transfers will be received by our bank on the date specified by your company?
Because you are one of our valued clients, however, we are refunding the $108.00 overdraft charge--and we trust the situation will not recur in the future.
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message 1.1
Dear Mr. Goodwin:
I am so very, very sorry. Please don't feel badly about us. Here, take the $108.00. We don't want it. This is all a big, terrible mistake.
You are one of our most important customers. So important, I can't believe we could have done something so lacking in consideration for the special status you have. Please, please don't hold this against us. It really wasn't our fault--honest.
We just didn't know that United Oregon Bank failed to make the transfer of $45,000 as you I'm so surely instructed them to do. We just didn't know.
So please accept our apologies for this terrible mistake, and if there is anything else we can do to make you feel better about this incident please do not hesitate to call.
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message 2.1
Dear Mr. Goodwin:
We are writing about the $108.00 overdraft charge you were complaining about in your August 15 letter. Although you're completely in the wrong about this, we've decided to give you a break this time and give the $108 back to you.
It wasn't our fault that you bounced a $45,000 check. If you're going to write big checks like that, make sure the money is there to cover them. We didn't know you told United Oregon Bank of Portland to transfer the money. Even assuming you told them when you said you did--August 1--they didn't get the money to us until August 10, two days after your check arrived.
We'll give you the benefit of the doubt this time. Just make sure it doesn't happen again. We can't have our customers--even big depositors like you--bouncing checks all over the place.
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defining the issues
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what’s the crux?
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what’s coming at you that you have to deal with?
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what is in the situation that gives rise to the need to write?
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what is the fire that needs to be put out?
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defining your audience
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scope
ethos
need
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scope
•primary audience
•secondary audience
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Ethos
Sender
Message
Audience
ResponseThinkFeelAct
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ethos
•group mentality
•credibility
•tone
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ethos |ˈēθäs|nounthe characteristic spirit of a culture, era, or community as manifested in its beliefs and aspirations : a challenge to the ethos of the 1960s.
ORIGIN mid 19th cent.: from modern Latin, from Greek ēthos ‘nature, disposition,’ (plural) ‘customs.’
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“Custom is our nature.” --Pascal
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group mentality
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work with accepted group attitudes and behaviors
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(what about giving your audience a little shock?)
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credibility
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defines receptivity audience has to your message
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(if you don’t have any, you better get some)
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tone
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defines your relationship to the audience
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(is it working for you or against you?)
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credibility
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measure of audience receptivity to your message
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(if you don’t have any, you better get some)
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need
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tasty
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well-cooked
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(not raw)
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easy to chew
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(should go down smoothly and easily)
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so lose the jargon and abstract technical talk
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(nobody’s impressed . . .
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. . . they’re just annoyed)
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it should be easy to swallow, too
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(keep paragraphs and sentences on the short side)
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and easy to digest
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(less is more)
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why should your audience care?
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it’s not just about what you need to say . . .
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. . . it’s about what your audience needs to know
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audience needs most
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for you to be not boring
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definition of ‘boring’
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giving audience information that answers questions it doesn’t have.
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defining the goal
audience response on thinking, feeling, action levels
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proactive vs. reactive
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the end
(for today)