1. Chapter 2: Audience & Persuasion
Professional Communication: Strategies for College and the Workplace by Dan Jones & Karen Lane
Chapter 2: Audience & Persuasion
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

2. The Secret to Successful Technical Communication:
Audience
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

3. Your audience should determine...
planning & research
content
purpose
scope
strategies for opening, middle, & closing
—continued—
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

4. Your audience should determine...
organization
prose style
design & illustrations choices
overall tone
type of document or presentation
editing, revising, evaluating required
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

5. Understanding Your Audience
Categorical Approach
Grouping according to discourse community or background
Heuristic Approach
Gathering audience information through direct questioning and observation
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6. Other Considerations Primary, Secondary, Multiple Audiences
Levels of Technicality
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

7. Technical Communication & Persuasion
Technical writers
interpret information
represent a point of view
advocate a position
argue for one way of understanding information
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

8. Reasons to Persuade an Audience...
so that they accept a course of action
so they accept a claim
to motivate them
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.

9. Strategies for Persuading Audiences
Pathos: appeal to your audience
Ethos: establish your credibility
Logos: strengthen your evidence and reasoning
Copyright © 2002 by Pearson Education, Inc., publishing as Longman Publishers. All rights reserved.