Building Goodwill & Adapting to Your Audience Chapters 2 & 3

You-Attitude Considers reader’s needs Considers reader’s needs Protects reader’s ego Protects reader’s ego Use of “you” for positive Use of “you” for positive Avoid “you” in negative Avoid “you” in negative Primary Consideration - READER Primary Consideration - READER

Positive Emphasis Shows Confidence & Concern Shows Confidence & Concern Avoid negative words / connotations Avoid negative words / connotations Focus on “can do” Focus on “can do” Justify negatives with reason / benefits Justify negatives with reason / benefits

Tone, Power, & Politeness Courtesy titles outside office Courtesy titles outside office Power implications in words Power implications in words Be straightforward with good / neutral news Be straightforward with good / neutral news Hedge statements with bad news Hedge statements with bad news

Bias-Free Language Nonsexist Nonsexist Words & phrases Words & phrases Job titles Job titles Courtesy titles Courtesy titles Pronouns Pronouns Nonracist / Nonagist Nonracist / Nonagist Use name/age when relevant Use name/age when relevant Use preferred group names Use preferred group names Avoid terms saying incompetent = unusual Avoid terms saying incompetent = unusual

Bias-Free Language Disabilities Disabilities People first language People first language No negative terms unless audience preference No negative terms unless audience preference Photos and Illustrations Photos and Illustrations Avoid biased clip art or photos Avoid biased clip art or photos

Kinds of Audiences Initial Initial Gatekeeper Gatekeeper Primary Primary Secondary Secondary Watchdog Watchdog

Analyzing Individuals Myers-Briggs Type Indicator Myers-Briggs Type Indicator Favorite world: Do you prefer to focus on the outer world or on your own inner world? This is called Extraversion (E) or Introversion (I). Information: Do you prefer to focus on the basic information you take in or do you prefer to interpret and add meaning? This is called Sensing (S) or Intuition (N). Decisions: When making decisions, do you prefer to first look at logic and consistency or first look at the people and special circumstances? This is called Thinking (T) or Feeling (F). Structure: In dealing with the outside world, do you prefer to get things decided or do you prefer to stay open to new information and options? This is called Judging (J) or Perceiving (P). What’s your type?

Culture & Discourse Culture: Culture: Values Values Attitudes Attitudes Philosophies Philosophies Discourse Discourse Channels Channels Formats Formats Styles Styles

Analyzing Group Members Demographics Demographics Psychographic Psychographic Choosing Channels Written Written Oral Oral

Audience Analysis Initial reaction? Initial reaction? Amount of information? Amount of information? Obstacles? Obstacles? Positive support? Positive support? Reader language or format? Reader language or format? Reader use? Reader use?

Multiple Audiences w/ Different Needs Content & choice of detail Content & choice of detail Organizing the document Organizing the document Level of formality Level of formality Use of technical terms and theory Use of technical terms and theory