1. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 1 Chapter 3 Delivering the Essential Information Technical Communication, 10/e John M. Lannon

2. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 2 Audiences Found in the Workplace  Scientists  Engineers  Executives  Managers  Lawyers  The public

3. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 3 Identify Levels of Technicality Experts Just the facts and figures Informed persons Facts and figures explained Laypersons Facts and figures explained in simplest terms Highly technical Semi- technical Non- technical      

4. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 4 Primary and Secondary Audiences Primary  People who requested the document  Often need more technical information Secondary  People who will carry out the project  Need less technical information

5. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 5 Develop an Audience and Use Profile  Audience characteristics  Purpose of the document  Audience's technical background  Audience’s cultural background  Audience’s knowledge of the subject  Appropriate details, format, and design  Due date and timing

6. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 6 Chapter 4 Making a Persuasive Case Technical Communication, 9/e John M. Lannon

7. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 7 Identify Your Specific Goal  Arguing to influence people’s opinions  Arguing to seek support  Presenting a proposal  Arguing to change people’s behavior

8. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 8 Expect Audience Resistance People who have made up their minds are more resistant to persuasion. Remember, for people to admit you’re right often means that they’re wrong! When people yield to persuasion, they respond in one of three ways:  Compliance  Identification  Internalization

9. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 9 Know How to Connect with the Audience Power Connection = Writer  Audience Relationship Connection = Writer  Audience Rational Connection = Writer and Audience

10. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 10 Support Your Claims Convincingly Provide convincing evidence  Factual statements  Statistics  Examples  Expert testimony Appeal to common goals and values

11. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 11 Consider the Cultural Context  Some cultures hesitate to debate, criticize, or disagree.  Some cultures observe special formalities in communicating.  Many cultures consider the source of the message as important as the content.  Some cultures trust oral communication.  Cultures respond differently to different emotional pressures.  Cultures differ in their attitudes toward big business, technology, competition, or women in the workplace.

12. © 2005 Pearson Education, Inc., publishing as Longman Publishers. 12 Standard Shape for an Argument Introduction Attract and invite your audience and provide a forecast Body Offer support and refutation Conclusion Summarize your case and make a direct appeal