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Chapter 3 – The Language of Leaders
Teaching Notes
Chapter 3 provides instruction on the language of influence and on tone and style. In this
chapter, the students will learn to do the following:
• Achieve a positive ethos through tone and style.
• Influence others through concise, direct, and memorable prose.
The applications provide an opportunity for students to see if they have mastered the
basics of writing clearly and concisely.
This chapter does not have PowerPoint lecture slides to accompany it. Instead the
instructor will probably want to use the TED and You Tube examples discussed in the
opening pages.
Approaches to Teaching
Example Responses to the Assignments
Some suggested answers to the applications in Leadership Communication follow.
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Application 3.1: Rhetorical Analysis of a Transformation
Leaders’ Communication
For this assignment, students are asked to select and analyze a speech or written document
created by a person they see as an example of transformational leadership. The text
includes topics they would want to include in such analysis:
1. Name of speech (occasion) or document
4. Rhetorical strategies and techniques, such as use of any of the following (provide
examples from the speech or writing):
5. Style (provide examples from the speech or writing)
a. Clarity and conciseness
6. Visual strategies and tactics
a. Format (layout, headings, paragraph length, fonts, etc.)
7. Oral strategies and tactics (for speeches, of course)
a. Music
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If appropriate for your class, you might want to provide the following template.
Rhetorical Analysis Template
Use this template for the rhetorical analysis, providing the information requested in < >
and deleting any topics not applicable, the information in parentheses ( ) in red, and these
instructions. Please note that the space will expand to fit your needs and is not intended
to suggest the length of the section. Also, don’t forget your footer with your name and
page numbers on each page except the first.
Rhetorical Analysis of <Leader Name>
By <your name>
1. Name of speech, occasion (provide link or include as video file if sent
electronically) or document (a copy must be attached):
4. Rhetorical strategies and techniques (provide examples of figurative language,
appeals, and logical fallacies—if any—and discuss them; include other techniques
if appropriate.)
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7. Oral strategies and tactics (if applicable):
Application 3.2: Passive Voice
Rewrite these sentences to eliminate passive voice:
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Application 3.3: Conciseness
Eliminate the unnecessary words in the following sentences:
1. We are in receipt of your expense report, but due to the fact that it contains errors, we
need to discuss it with you as soon as possible
2. Per your e-mail, we are sending you the report in regard to our analysis of the Patrick
Co. reengineering project.
3. Please be advised that as of January 10, 2009, we will no longer authorize work on the
Javia account.
4. To ensure that the optional conclusions will be drawn, it is absolutely essential for you
to ensure the analysts are given any and all data that are necessary for effective
completion of the analysis assigned to them to complete.
1. Our market presence was weak internationally, so we have launched a new
marketing campaign in Bolivia, Italy, and India.
2. Our refineries do not release dangerous particles into the air.
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Our refineries follow all environmental regulations.
Application 3.4: Parallelism
Rewrite the following sentences to make them parallel:
1. Highland Services offers friendly, fast responses to all customers, our technicians are
2. To persuade your audience, you must –
• Consider the audience’s motivation
• Include your bottom line message early
3. The team gave the following reasons for not completing the business plan on time:
• Not enough time
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Application 3.5: Use of Language Overall
One approach to using this application is to allow a few minutes in class for the students to
read through the e-mail and answer the questions. Then, go over their answers as a class.
The major problems with the e-mail are highlighted for easy reference in class discussion.
Sent: August 28, 2013
To: Mr. Robert Browning, General Partner
From: Charles J. Thompson, Jr.
Subject: Follow-up
your behalf…
I’m out of here for the entire week of 20th for NCN in Chicago, and look to hear from
you as soon as possible…
Charles J. Thompson, Jr., President
Executive Consultants, Inc. – “Where True consultants Meet Worthy Client’s Needs”
P.O. Box 44296
New York, NY 11201
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Questions
Of course, student answers will vary a bit, but most students should bring out the points
listed below at a minimum.
1. How do you like the way the e-mail looks?
The e-mail is not professionally formatted and looks sloppy. The quotation in
2. Does the appearance of the e-mail influence your response to it? How?
Yes, the appearance would influence the response of the audience. Any
3. What are the mistakes in usage you notice?
• Fragments
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4. Are there any expressions that he uses that bother you in particular? What are
they, and why do they bother you?
5. How do you feel about Mr. Thompson? Do you like him or not? Do you trust
him? Why or why not?
6. What would you change about the way the e-mail is written?