471.122005 Winter 8

Business Communication

Providence College471.12

Winter 2005Bruce Duggan

2005 Winter 8 471.12 BC

Resumes

Resumes 101 this Friday right after this class 1 hr

Follow-up?

2005 Winter 8 471.12 BC

Last quiz

Ch 5 & 6 Average

• 68% that’s not good enough

3 people got 100% 4 got less than 50%

2005 Winter 8 471.12 BC

Next quiz

This Friday Ch 7 Ch 9 Handbook

• 4.1 Frequently confused words

• 1.1 Nouns

• 1.2 Pronouns

2005 Winter 8 471.12 BC

Case

Intel General comments

• Analysis Generally quite good

• Presentations Most groups dressed up!!! Fairly polished Sometimes too many words

• Write-ups Some read like a first draft

2005 Winter 8 471.12 BC

Case

Intel General comments

• Analysis Generally quite good

• Presentations Most groups dressed up!!! Fairly polished Sometimes too many words

• Write-ups Some read like a first draft

2005 Winter 8 471.12 BC

Analysis

Opening Summaries The problem facing Intel is that

they have distributed a defective product and, as a result, their customers are dissatisfied. Intel has to regain the trust that was lost.

2005 Winter 8 471.12 BC

Analysis

Opening Summaries Having a defective product will

hurt any company, but the damage done can largely be controlled. How the company reacts will either minimize or amplify the effect of the defect. Intel’s response.

2005 Winter 8 471.12 BC

Analysis

Opening Summaries Intel has dismissed a Pentium

chip flaw as a small problem, even when customers complained. Intel must accept that they made a mistake and take steps to rectify the problem in order to maintain customer trust.

2005 Winter 8 471.12 BC

Analysis

Christian Perspective Innovative & surprising

• offer hospitality to one another without grumbling.

Intel failed to be a hospitable company to their customers.

• …the fruit of the Spirit is…kindness… Intel seems to have misplaced this fruit

when it comes to customer relations.

2005 Winter 8 471.12 BC

Analysis

Christian Perspective Innovative & surprising

• To act justly, to love mercy, and to walk humbly with our God.

To act justly, Intel could have replaced the chip for anyone who complained. To love mercy, Intel could have handled their customers with more care. To walk humbly, Intel could have acted more openly, avoiding the disgrace that came from arrogance.

2005 Winter 8 471.12 BC

Analysis

Christian Perspective Innovative & surprising

• But suppose the ox had a reputation for goring, and the owner had been informed but failed to keep it under control. If the ox then kills someone, it must be stoned, and the owner must also be put to death.

2005 Winter 8 471.12 BC

Case

Intel General comments

• Analysis

• Presentations Most groups dressed up!!! Fairly polished Sometimes too many words

• Write-ups Some read like a first draft

2005 Winter 8 471.12 BC

• Retailer Contract

• Customer can go to the local retailer

• A place for repairs or replacements, with no charge to the customer

• This shows that Intel know they made a mistake and is ready to take responsibility and fix it as soon as possible

Presentations

2005 Winter 8 471.12 BC

Case

Intel General comments

• Analysis

• Presentations

• Write-ups Some read like a first draft

2005 Winter 8 471.12 BC

Write-ups

Write Rehearse Rewrite Re-rehearse

2005 Winter 8 471.12 BC

2005 Winter 8 471.12 BC

2005 Winter 8 471.12 BC

2005 Winter 8 471.12 BC

1a The problem, although it was

small and it did not affect anyone, it became big because of other problems.

2005 Winter 8 471.12 BC

1b ...personal customers were being

charged extra for replacing defective chip, which is not their fault but company’s.

2005 Winter 8 471.12 BC

2a Intel’s credibility at the moment is

poor. We suggest that Intel build back its credibility. By hiring a well know trusted computer guru to publish something that will convince the public that Intel has solved the problems they had with the chips.

2005 Winter 8 471.12 BC

2b To deal with conflict there are many

ways. Some ways of dealing with conflict is talking it through. Or, figuring out what both parties want and come up with an arbitrary solution. Or, battling it out until some one loses or gives up. Some ways end better than others.

2005 Winter 8 471.12 BC

3a It was suggested that Intel run

high profile ads to fully explain the issue and to commit to replace the chip for any consumer who asked

2005 Winter 8 471.12 BC

3b This will provide Intel’s customers

with information by:• Explain the technical problem

• Admit mistakes

• Describe the process involved to fix the problem

2005 Winter 8 471.12 BC

4a Intel also tried to hide the fact

that the chip was defective and when one of their customers came to them with the problem, they said that it wouldn’t matter and that is would only happen once every 27,000 years.

2005 Winter 8 471.12 BC

4b In another situation, Intel’s

president and CEO used discourtesy verbal language to IBM when they announced stop shipments for Intel PCs.

2005 Winter 8 471.12 BC

5a Later on when the company was

dealing with the problem of what to do later on, and they shied away from total recall, or replacing every faulty chip, the company was looked upon as a company that didn’t really care about the individual—which in the personal computer business, is a big problem.

2005 Winter 8 471.12 BC

5b Intel failed to communicate that

they were recognizing the problem and were taking steps to fit it and as such the public viewed Intel as ignorant.

2005 Winter 8 471.12 BC

6a It is important that when there is a

problem or defect that Intel make an announcement and bring awareness about it rather than the press because they may confuse the situation and it make Intel look bad. But it is important that Intel does this because other wise the may get a bad image rather than if they do this then the customers see that they take responsibility and want to do what they can to fix the problem as soon as possible.

2005 Winter 8 471.12 BC

6b The recommendation that is

advised to Intel is to take the three alternatives available to them and implement them all.

2005 Winter 8 471.12 BC

Next Case

Perrier Hand out

• This Fri

Presentation• Fri 1 Apr

(note change) everyone to read by this Tuesday

471.122005 Winter 8

9B

471.122005 Winter 8

Quiz

Ch 7 Ch 9

2005 Winter 8 471.12 BC

Resumes

Resumes 101 right after this class 1 hr

2005 Winter 8 471.12 BC

Case 2

Perrier• Everyone read by this Tuesday

Write-up Note changes Use formats from textbook

Presentation• Fri 1 Apr

Note date change

2005 Winter 8 471.12 BC

Persuasive Messages

ch 9• Let’s not talk about ads

Writing and speaking to convince• Internal

• External

2005 Winter 8 471.12 BC

Persuasive Messages

Openingcapture attentionbenefits

Bodybuild interestcreate desire to agreethen >> main idea

Close request action

Remember…?

A

ID

A

2005 Winter 8 471.12 BC

Persuasive Messages

Openingcapture attentionbenefits

Bodybuild interestcreate desire to agreethen >> main idea

Close request action

Remember…?

A

I

D

A

2005 Winter 8 471.12 BC

Persuasive Messages

Openingcapture attentionbenefits

Bodybuild interestcreate desire to agreethen >> main idea

Close request action

Remember…?

Attention

Interest

Desire

Action

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze Gauge Establish Strive Choose

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience Establish credibility Strive for ethical standards Choose an approach

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose

• goal

• merits

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience

• What will move them?

needs

desires

hopes

fears

interests

goals

values

beliefs

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience

• What will move them?

• Will they be resistant?

needs

desires

hopes

fears

interests

goals

values

beliefs

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience

• What will move them?

• Will they be resistant?

• Can I reduce resistance?

needs

desires

hopes

fears

interests

goals

values

beliefs

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience

• What will move them?

• Will they be resistant?

• Can I reduce resistance?

• Should I?

needs

desires

hopes

fears

interests

goals

values

beliefs

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience Establish credibility

• Support with facts

• Name your sources

• Build expertise

• Establish common ground

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Analyze purpose Gauge audience Establish credibility Strive for high ethical standards

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Strive for high ethical

standards• “avoid fraud”

• “try to persuade without manipulating”

not good enoughtoo negativetoo vaguetoo low

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Strive for high ethical

standards• …whatever is true

whatever is noble whatever is right whatever is pure whatever is lovely whatever is admirable…

needs

desires

hopes

fears

interests

goals

values

beliefs

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Strive for high ethical

standards Choose an approach

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

direct

indirect

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

direct

indirect

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

direct

indirect

logical

emotional

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

direct

indirectlogical

emotional

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

direct

indirect

logical

emotional

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

• Preferences audience organization you

• Probable reactions audience unintended audiences direct

indirect

logical

emotional

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

• Logical Inductive Deductive Precedent Analogy

logical

emotional

2005 Winter 8 471.12 BC

Persuasive Messages

1. Plan Choose an approach

• Emotional desires hopes fears values beliefs

logical

emotional

2005 Winter 8 471.12 BC

Next Week

One class only discuss Perrier

2005 Winter 8 471.12 BC

Guidelines for a Logical, Sound Argument

Avoid hasty generalizationsAvoid hasty generalizations

Avoid begging the questionAvoid begging the question

Avoid attacking your opponentAvoid attacking your opponent

Avoid oversimplifying a complex opponentAvoid oversimplifying a complex opponent

Avoid assuming a false causeAvoid assuming a false cause

Avoid faulty analogiesAvoid faulty analogies

Avoid illogical supportAvoid illogical support

2005 Winter 8 471.12 BC

How to Grab Your Audience’s Attention

Provide a piece of genuine news.Appeal personally to the reader’s emotions.Tout your product’s most attractive feature.Provide some intriguing numbers.Include a sample of the product.Reinforce a concrete illustration with some story

appeal.Share a specific trait with the audience.Issue a challenge.Provide a solution to a problem.

2005 Winter 8 471.12 BC

How to Strengthena Persuasive Message

Use semantics effectively.Be moderate.Focus on your goal.

Use simple language.

Anticipate opposition.

Provide support.

Be specific.

Create a win-win situation.

Time your message to be effective.

Speak metaphorically and use anecdotes.

2005 Winter 8 471.12 BC

Overcoming Resistance

Don’t use a hard-sell.

Don’t resist compromise.

Don’t rely solely on great arguments.

Don’t assume persuasion is a one-shot effort.

Objective4

Objective4

2005 Winter 8 471.12 BC

Selling Points and Benefits

Establish value in the minds of your audience by Including the “what’s in it for

me?” information Triggering and channelling

emotional responses

2005 Winter 8 471.12 BC

What are some questions to ask when gauging the audience’s needs during the planning of a persuasive message?

What role do demographics and psychographics play in audience analysis during the planning of a persuasive message?

What are four ways you can build credibility with an audience when planning a persuasive message?

Let’s Assess

Test Your Knowledge continued