Class 2 Flashcards
what is a brand
A brand is a name, term,
design, symbol or any other
feature that distinguishes one
seller’s good or service from
those of other sellers.
why branding is important
more value
charge more for a product
People think about strong brands
more favorable opinions
want to be associated with brands that
share there values.
brand calibration
adjust on what you want to show
benefits of personal brand
Helps people get to know you better.
* Communicates who you are and what your expertise is.
* Controls what is said about you.
* Helps you stand out amongst others
* Finds challenges that correspond to your values.
* Enhances your network and opportunities.
What are
Employers Looking
for on Social
Media?
Information that supports qualifications for the job
Candidate has a professional online persona
What other people are posting about the candidate
A reason not to hire the candidate
What can be helpful content on social media
background information supported their professional qualifications for the job
Job candidate was creative
professional image
well-rounded, showed a wide range of interests
could see a good fit within the company culture
great communications skills
received awards and accolades
great references
had interacted with company’s social media accounts
compelling video or other content
had a large number of followers or subscribers
not to post on social media
provocative content
drinking or drugs
discriminatory comments
criminal behaviour
lied about qualifications
poor communication skills
bad mouthed previous employer
unprofessional
confidential info
lied about absence
posted too frequently
what is internal comm
process of
aligning employees to
company strategy
how do you align employees to the company strategies
informing, influencing, motivating, and
engaging people at all levels of the company through the oneway and two-way channels
objectives of internal comm
Present the organization and its mission
Create a corporate identity or a culture
Provide communication channels to obtain information
Inform employees about challenges
Help management pass down information or feedback
Foster cohesion and team spirit
benefits of internal comm
more engaged
support the brand
Lower acquisition and retention costs
what is descending comm top to bottom
diffuse information through decisions, rules, security measures, culture and the environment
what is ascending comm bottom to top
Gather information
*Enquire on employee’s mood;
* Find new ideas or procedures
what is interactive comm
together formal or informal
what is argumentation
The action or process of
reasoning systematically in
support of an idea, action, or
theory
questions before arguing
who, goal, time, location, when, rules, limits
deduction
two premises and conclusion
induction
general rule based on small sample
casual reasoning
cause and effect between two elements
dialectical reasoning
discussion of both sides to come to a conclusion
definition
use term to see if a situartion adheres to it
analogy
similarities between 2 situations
facts
relies on fact and data
rhetorical
use emotions, values and feelings
authority
relies on the credibility of the presenter
ad hominem
demonstrate inconsistency in the opponent’s argument
ad personam
attacks the other person
alternative
constrains the opponent to take
a position on restricted alternatives
irony
expresses an opposition either
by asserting a contrary exaggeration or with hyperbole
questioning
obliges the presenter to
increase the demonstration of his thesis
how do you convince someone
give them a reason to change on what could be
what is the dilution
weak arguments could reduce your credibility and that of other arguments
best practices when arguing
Be a good sport
Respect your interlocutor
Be hard on the ideas, not the person
Admit when you are wrong
Don’t be afraid to apologize when necessary
Be open
tips for
Start with a statement
Use a strong voice
Use silence to your advantage
Move your body, open up your arms
If you’re stuck, use repetition
Reformulate
Use structure (chronological, alphabetical…) Use contrasts (good and evil).
