3. Audience and Purpose

8/7/2019 3. Audience and Purpose

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Audience and Purpose


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A Gentlemans (and a Ladys)Personal Conduct


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Following ones moral compass is not for the faint

of heart or the cold of feet.

It sometimes takes great courage tofollow the moral compass in the face ofmarketplace pressures, but no challenge

alters this fact: Regardless of who isholding the compass, or how they are

holding it, or what time of day ithappens to be, north is always north andsouth is always south.

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Life to me is the greatest of allgames. The danger lies in

treating it as a trivial game, agame to be taken lightly, and a game inwhich the rules dont matter much. Therules matter a great deal. The game has

to be played fairly or it is no game at all.And even to win the game is not the chiefend. The chief end is to win it honorably

and splendidly.- Ernest Shackleton

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If you want to understand

a man, dont just listen towhat he says, but watchwhat he does.

-Maurice Blondel

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Rosie Ruiz

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Ethics is all about the challenge of doingthe right thing when the cost is morethan we want to pay.

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There will come a time in yourlife when it will not pay you to

tell the truth.

Have you prepared yourself to

tell the truth anyway?

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I've learned that if

someone says somethingunkind about me,I must live so that no one

will believe it.

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Live so that when yourchildren think of fairness,

honesty, honor andintegrity, they think of you.

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Where will you stand?

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How You Benefit from GoodCommunications Skills

There is a high correlation between

communication skills and income.Among college graduates, those

with higher scores in literacy earn

47% more than lower scoringgraduates.-Paul T. Decker et al., Education and the economy: an Indicators Report

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Todays Business World is Run by

the KnowledgeW

orkery The manual laborer is disappearing in favor of

worker who can reason out their jobresponsibilities based on knowledge.

y The skills the worker needs:y Verbal literacy able to present ideas with clarityy Information literacy find, evaluate, select and use

informationy Technological literacy understand the use and

limitations of computersy Visual literacy be able to interpret, assess and

create visuals that convey info meaningfully,accurately and efficiently

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Getting Started


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Alice: Would you tell me,please, which way I ought

to go from here?`That depends a good dealon where you want to getto,'said the Cat.Ì don't much care where-said Alice.`Then it doesn't matterwhich way you go,'said theCat.

` --so long as I getsomewhere,'Alice added as an explanation.Òh, you're sure to do that,'said the Cat, ìf youonly walk long enough.'


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A Systematic Approach to

Communication

1. Determine why you are writing your Purpose

2. Understand your Audience

3. Consider the context for yourwriting


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Communication*

4. Gather research information data collection

5. Select the relevant data from

your research data reduction


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A Systematic Approach

to Communication*6. Put the data in a common format data

synthesis

E.g. If part of the data is in metric and part inEnglish, convert all data to a single unit ofmeasure

If part of the data deals with males between

20 and 50 from all parts of the country, andpart is about non-gender specific data aboutthe Inland Empire you must find a way toreconcile these two groups so the results willbe useful


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Communication

Prepare your rough draft *

Revise *

Edit *

Prepare your final document *


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Determining Your Purpose

Heres an Idea - Have a Point!!

What is the purpose of this document?


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The Example from the Book

Email written to allow HVS employeesto telecommute is this the Purpose? I

t outlined all the factual benefitscorrectly

It failed to understand the needs andpredisposition of the boss

Actually telecommuting is the desiredresult. The real Purpose was to get theboss to approve the idea.


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The Example from the Book

By itself, the Purpose statement addresses a problemfrom the writerspoint of view

You must determine the Audience as well as thepurpose

Complete this statement:

My Purpose is to __________________ so that myAudience can/will ___________ .


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Is this the party towhom I am speaking?

Know your audience

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Sometimes you know who the readeris and sometimes you dont. Who is

the Audience?

At a minimum you must knowAt a minimum you must know:

What company does she work for?What is her position in the company?What are her responsibilities with

reference to the task at hand?

Write from the readerspoint of

view


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Is the Audience madeup of several groups,each with different

needs?How will this affect the

way you present yourinformation?30


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Some potential AudiencesThe bossPeersCustomers

Technical expertsNovicesCriticsLegal eaglesSome combination of the above


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Sometimes you know youraudience, but the person mayhave multiple rolesYou will address your boss one way

in a superior-subordinate relationshipand in another way in a social setting.

Sometimes you will address technicalrequirements and other times merelypresent information.


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What does eachaudience need to know?

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How much technical knowledge doesyou Audience have?

Will some readers have high

technical knowledge and whileothers are novices?

What do you want your Audience to

do when they are finished reading? Do you plan to acknowledge

contrary points of view?


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Are there preconceivedattitudes?

Is some of the

Audience sympathetic?Neutral? Hostile?

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Factors important to audience. i.e.

CompetitionFinanceRegulation, etc

Corporate culture Professional relationships amongreaders Recent or current events as influences

on interpretationI

nsideOutside National cultural differences

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Professional relationship with readeraffects Style Tone Scope

What is the story behind thestory? What series of events orprevious documents led to your needto write?

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Summary: Getting Ready Have I

determined the Purpose of my writing? considered my Audiences needs and

perspectives? considered the context in which my

audience will evaluate the document? gathered and recorded all the ideas and*

facts necessary to fulfill my purpose andaddress my audiences needs?

established the appropriate scope of*coverage?

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Now we have a road map totell us how to go


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The Lecture Class will not

meet on April 22. This doesnot affect any of thediscussion groups.

Documents

3. Audience and Purpose