TAILIEUCHUNG - Lecture Business and administrative communication (11/e): Chapter 11 - Kitty O. Locker, Donna S. Kienzler

Chapter 11 - Crafting persuasive messages. After studying this chapter, you will know: Identify the purposes of persuasive messages; analyze a persuasive situation; identify basic persuasive strategies; write persuasive direct requests; write persuasive problem-solving messages; write sales and fund-raising messages; use technology for persuasive messages. | Chapter 11 Crafting Persuasive Messages Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Purposes Primary To have audience act or change beliefs Secondary To build good image of the communicator To build good image of communicator’s organization To cement a good relationship To overcome any objections To reduce or eliminate future messages on subject Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Choosing a Persuasive Strategy What do you want people to do? What objections will audience have? How strong a case can you make? What kind of persuasion is best for the situation? What kind of persuasion is best for organization and culture? Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Three Aspects of Persuasion Argument—reasons or logic communicator offers Credibility—audience’s response to communicator as source of message Expertise, image, relationships Emotional .

• PR - Truyền thông
• Administrative communication
• Business communication
• Business communication environment
• Crafting persuasive messages
• Persuasive strategy
• Business and administrative communication
• Navigating the business communication environment
• Designing documents
• Building goodwill
• Communication process
• Effective messages
• Analysis questions
• Analyze individuals
• Analyze organizations
• Negative situations
• Business environment
• Corporate culture
• Composing activities
• Designing documents
• Page design guidelines
• Communicating across cultures
• Intercultural communicator
• Team interactions
• Team leadership
• Sharing informative
• Positive messages
• Communicating across cultures