iii
TABLE OF CONTENTS
To the Instructor ………………………………………………………………………………………………….v
PART ONE 1
Chapter One: Introduction …………………………………………………………………………………..2
Chapter Two: Setting Goals ………………………………………………………………………………..13
Chapter Three: Audience Analysis ……………………………………………………………………..18
Chapter Four: Point of View ………………………………………………………………………………26
Chapter Five: Message: Content and Argument ………………………………………………….29
Chapter Six: Structure ……………………………………………………………………………………….36
Chapter Seven: Choosing Media …………………………………………………………………………42
Chapter Eight: Style and Tone ……………………………………………………………………………49
PART TWO 56
Chapter Nine: Giving and Receiving Feedback ……………………………………………………60
Chapter Ten: Managing Meetings ……………………………………………………………………..64
Chapter Eleven: Communicating Change ……………………………………………………………68
Chapter Twelve: Communicating with External Audiences …………………………..…….73
PART THREE 103
APPENDIX
Case 16: Dotsworth Press ………………………………………………………………………………….112
Case 17: “Fair Is Fair,” Isn’t It? ……………………………………………………………………….118