Business and Professional Communication

A Rhetorical Approach
By Craig L. Engstrom

TABLE OF CONTENTS
Table of Contents

Introduction: The Socratic Method and Aristotle 2.0

Learning Objectives
Introduction

The Socratic Method

Aristotle 2.0

What Are the Objectives of This Book?

How Can Reading This Book Benefit You?

Conclusion

Question 1: Ready to Become a Professional?

Learning Objectives
Introduction

What Is Needed to Succeed in Todays Workplace?

Questions You Need to Seriously Think About

Focus Now On Improving Communication Competence

Do Not Wait to Get Started
Conclusion

Question 2: Ready for Training?

Learning Objectives
Introduction

Active Listening: It Is About Ethics

Table 2.1 Barriers to Effective Listening

Research on listening shows that the top barriers to effective listening include:

How to Listen and Take Notes (Strategies)

Table 2.2 Key Elements to Active Listening

Pay Attention

Show That You Are Listening

Provide Feedback
Defer Judgment

Respond Appropriately

The Interpretative Frame of Mind

Conclusion

Question 3: What is Business and Professional Communication?

Learning Objectives
Introduction

Defining Business and Professional Communication

Communication as Transaction

Table 3.1 Key Elements of Communication Model

The following terms are explained in the paragraphs of this section

Ethical Communication

Right versus Right Disagreements

Principled Negotiation

Practice Active Listening

Conclusion

Question 4: Whats Rhetoric? (Part 1, Definitions)

Learning Objectives
Introduction

Early Recognition of Rhetorics Importance for Professionals

Definitions of Rhetoric

Table 4.1 Three Approaches to Rhetoric

Aristotelean rhetoric
Interpretive rhetoric
Narrative rhetoric

Aristotelian Rhetoric

Interpretive Rhetoric
Narrative Rhetoric

Why Narrative and Interpretive Approaches?

Conclusion

Question 5: Whats Rhetoric? (Part 2, Elements)

Learning Objectives
Introduction

Table 5.1 Elements of Argument

The following terms are the key elements of an argument

Classes of Rhetoric (create list of examples)

Table 5.2 Classes of Rhetoric

Deliberative rhetoric
Forensic rhetoric

Epideictic rhetoric

Canons of Rhetoric

Canon #1: Invention

Canon #2: Arrangement

Canon #3: Style

Canon #4: Memory

Canon #5: Delivery

Rhetorical Appeals

Table 5.3 Rhetorical Appeals (Classical)

Ethos

Pathos
Logos
Logos
Ethos

Pathos

Rhetorical Situations

Table 5.4 Common definitions of Rhetorical Situation

Basic definition

Definition by Lloyd Bitzer

Definition used in business communication

Right Timing (Kairos)

Conclusion

Question 6: How Does a Professional Analyze Rhetoric, and Why?

Learning Objectives
Introduction

How Much Analysis Goes into Creating a Company Logo?

Table 6.1 Analyzing Company Logos

Rhetorical Analysis Defined

Table 6.2 Rhetorical Analysis Definitions Summarized

Foss definition

Cheney & Lair definition

Using Rhetorical Analysis in Business & The Professions

A Project for Classroom Discussion or Personal Analysis

Table 6.3 Finding Meanings in Artifacts

Conclusion

Question 7: What is the Process for Construction Artifacts?

Learning Objectives
Introduction

Artifact Construction Process

Step 1: Prepare and research

Step 2: Organize

Step 3: Write/design
Step 4: Complete

Samples of Good and Bad Artifact Construction

Sample 1: Poor Outline

Sample 2: Quality Outline

Conclusion

Question 8: How Does a Profession Use Rhetoric to Invent?

Learning Objectives
Introduction

Consider the Rhetorical Situation(s)

Identify Audience Characteristics

Table 8.1 Communicative Strategies and Audience Type

Establish What You Know

Conduct Primary or Secondary Research

Primary Research

Secondary Research

Table 8.2 Useful research resources

Table 8.3 Boolean Operators and Common Search Symbols

Select the Medium

Popular Ideation Strategies

Brainstorming

Nominal Group Technique

Clustering

QuestionAnswer Chain
Journalistic Approach
Storyboarding
Repurposing

Conclusion

Question 9: How Does a Profession Use Rhetoric to Organize?

Learning Objectives
Introduction

Create an Outline That Keeps Your Message Purpose-Focused

Table 9.1 Basic structure of an outline

Choose an Organizational Pattern That Limits Scope

Topical Arrangement

Chronological (Sequential)
Spatial

Causal (CauseEffect)
ProblemSolution
ProCon

Conclusion

Question 10: How Does a Professional Use Rhetoric to Write?

Learning Objectives
Introduction

Integrate with Storyline

Establish Point of View

Select Appropriate Tone

Choose between Active and Passive Voice

Avoid Cultural Insensitivity and Biased Language

Sexist Pronouns

Out-of-Date Language

Unnecessary Identity Markers

Choose Words That Are Expressive and Concrete

Follow Established Writing Structures
Sentences

Paragraphs

Quotations and Citations

Introduction and Conclusion

10 Common Writing Errors to Eliminate

Conclusion

Question 11: How Does a Professional Use Rhetoric to Design Artifacts?

Learning Objectives
Introduction

Overview: Artifact Design and Formatting

Page Layout

White Space

Golden Ratio

Rule of Thirds

Margins, Tabs, and Justification

Table 11.1 Common Tab and Margin Features

Headings

Table 11.2 Standard, Five-Level Format

Headers, Footers, and Notes
Lists

Columns
Color

Typography

Table 11.3 Roman Typeface Examples

Embedded Objects

Table 11.3 Useful Software and Sites for Multimedia Production

Conclusion

Question 12: How Does a Professional Use Rhetoric to Distribute Artifacts?

Learning Objectives
Introduction

Overview of Distribution

Factors Influencing Message Distribution

Rhetorical Impact
Cost

Time

Availability of Technology, Security, and Privacy

Table 12.1 Writing and Revising Tips
Writing Tips

Revising Tips

Check for Argumentative Fallacies

Eliminate Grammatical, Mechanical, and Stylistic Errors

Conclusion

Question 13: How Does a Professional Use Rhetoric to Speak?

Learning Objectives
Introduction

Write for the Ear

Methods of Delivery

Delivery by Manuscript

Delivery by Simple Outline

Delivery by Memory

Delivery Without Practice

Control Voice and Body in Delivery

Volume
Pitch
Rate

Articulation

Eye Contact

Facial Expression
Gestures
Staging

Presentations Aids

Technologies for Displaying Visual Aids

Props and Models

Whiteboards (or Chalkboards)

Flip Charts

Overhead Transparencies
Document Cameras

Posters
Video

Digital Presentation Software (Slide Decks)

Table 13.1 Example Slide Deck

Contemporary Presentation Apps

SlideShare
Prezi

Infographics and Specific Visual Aids

Types of Infographics

Directional and Instructional Infographics

Quantitative infographics

Cause-and-effect infographics
Comparison Infographics

Chronological infographics

Learn More About Infographics

Table 13.2: Common Visual Information Aids

Conclusion

Question 14: How Does a Professional Use Rhetoric to Evaluate?

Learning Objectives
Introduction

Preparing Feedback

Improving Reading and Listening

Providing Constructive Feedback

Stay Focused on the Purpose

Provide Evidence and Examples to Support Claims

Be Honest and Fair

Be Compassionate and Work Toward Reconciliation

Receiving Feedback

Proofreaders Marks (Visual)

Conclusion

Question 15: Is Rhetoric Relevant in a Digital World?

Learning Objectives
Introduction

Applying the Five Canons in Digital Spaces

Table 15.1 Communication Media Advantages and Disadvantages

Written Electronic Communications
Text Messages

Instant Messages
Email
Blogs

Spoken Electronic Communications (Concise to Extensive)

Voice Messages

Teleconferences
Podcasts

Social Networking and Collaborative Electronic Communications

Microblogs

Social Networking Sites

User-Generated Content (UGC) Sites

Conclusion

Question 16: How Does a Job Applicant Use Rhetoric?

Learning Objectives
Introduction

The Employment Search Process

Understanding Professions and Institutional Environments

Strategies Used to Search for Opportunities

Continuing Education, Networking, and Counseling

Writing the Rsum

Rhetorical Situations

Applying the Five Canons

Table 16.1 Useful Action Verbs

Table 16.2 Common Rsum Blunders to Avoid

Writing the Application Letter
Salutation and Opening
Body

Closing

Conclusion

Question 17: How is Rhetoric Used in Interviewing?

Learning Objectives
Introduction

Conversations
Interviews

Common Types of Interviews

Telephone and Video

Sample Interview Questions

Follow-up

Conclusion

Question 18: What Other Types of Professional Artifacts Can Rhetoric Produce?
Learning Objectives
Introduction

Shorter Artifacts

Strategies for Crafting Concise Communications

Written Types of Concise Communications

Letters

Cover Letter (Transmittal)

Memorandum (Memo)
Press Releases
Forms

Brochures

Oral Types of Concise Communications

Pitches

Table 18.1 Example of idea pitch in Monroes Motivated Sequence

Oral Briefings

Questions and Answers (Q&A)

Extensive Artifacts

Written Types of Extensive Communications

Plans

Oral Types of Extensive Communications

Forums
Panels

Colloquia

Symposia

Conclusion

Question 19: How is Rhetoric Used in Organizations?

Learning Objectives
Introduction

Leadership: Setting a Productive Rhetorical Tone

Three Case Studies of Positive Entrepreneurship
Example: Bobs Red Mill

Example: Southwest Airlines

Example: Zappos.com

Facilitating Safe and Caring Work Environments

Physical Concerns

Emotional Concerns

Addressing Physical and Emotional Concerns

A Special Note about Regulations

Facilitating Teams and Groups
Facilitating Meetings

Conflict and Collaboration

Conclusion

Question 20: What if Rhetoric Isnt Enough, or Theres Too Much?

Learning Objectives
Introduction

Effective Information Gathering

Common Communication Research Methods

Table 20.1 Strengths and weaknesses of survey research

Interviews and Focus Groups
Observation (Ethnography

Other Qualitative Approaches

Table 20.2 Strengths and Weaknesses of Qualitative Research

Covert Data Gathering Methods

Ethical Considerations of Data Collection

Table 20.3 Ethical Considerations of Research

Sharing Information and Communications

Saving Hard Copy Files
Saving Electronic Files

Protecting Information and Communications

Conclusion

Conclusion: Now What? (What Should a Professional Do?)

Learning Objectives

Did This Book Achieve the Leaning Objectives?

What Does the Future of the Workplace Look Like?

Technology
Culture

Environmental
Economic

How Will You Succeed?

Continuing Education

Communicative Labor

Be Authentic, Be Ethical, Play Nice

Final Thought

References