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00:03:40 In Aristotle's time, Oration was an honored art and tradition

00:04:00 Ethos

00:06:26 Pathos

00:12:25 Cairos

00:20:29 Workplace Communication Etiquette

00:32:16 The Seven C's of Effective Workplace Communication

00:38:16 Summary

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• Persuasion is about trying to change or influence someone’s mind, and it rests on knowing what that person’s values, perspectives, and needs are so you can address them directly.

• According to Aristotle, the four main modes of persuasion are ethos (appeal to authority), pathos (appeal to emotion), logos (appeal to reason), and kairos (making an argument at the right time and place). Good oration and rhetoric are not about which mode fits you or your message best, but knowing how to put your message in a form that the audience is most likely to hear.

• To speak to pathos, be vulnerable or share a personal experience or even a secret. To speak to logos, use hard data and evidence or a deductive or inductive argument. To speak to ethos, share genuine and relevant credentials. In all cases, try to understand your audience’s emotional state, their perspective, and their most pressing need, then present your message in terms that will appeal to them most.

• Workplace communication runs on all the same communication rules, but we have to consider the bigger role that written and electronic communication plays, too. Professional communication is more about appropriateness, politeness, custom, convention, and formality.

• We need to consider the goal, content, and medium to the message, as well as the audience. First, clarify the reason for communication and let that decide the most appropriate medium. Factor in your company’s unique communication culture and be mindful of your tone.

• Professional communication should follow the seven Cs: It should be clear, concise, correct, concrete, considerate, complete, and courteous.