Ch 01 - Chapter 1. Purpose Deciphering the Creative...

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Chapter 1. Purpose Deciphering the Creative Possibilities Central Points Purpose is all important; a full appreciation of purpose is the key to developing successful responses to communication challenges —Relying on a list of purposes for professional communication will not work; lists oversimplify the situation and offer little practical insight —Making the assumption that purpose is too subjective or too complex to decipher mischaracterizes the situation —Understanding purpose allows us to proceed with certainty and allows us to minimize the risk of creating an inappropriate or incomplete response to the assignment. Four elements are at work in the process of defining purpose — The task as presented (the assignment) Those factors that can directly or indirectly change the outcome or the expectations (influencing constituents) Those factors that allow us to better appreciate or understand the assignment (informing clients) The identity and image the communicator intends to portray (the writer’s goals). With each assignment the communicator is given an option: to pursue an approach predicated
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Ch 01 - Chapter 1. Purpose Deciphering the Creative...

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