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Ch 03 - Chapter 3 Facts Attending to the Sociology of...

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Chapter 3. Facts Attending to the Sociology of Business Information Central Points The responsibility of the professional communicator is to select the appropriate facts and to make them meaningful. Being an information gatherer is not the same as being an effective information user. Certainty is not always achievable in presenting a business assertion. In business, factual arguments are made up of more than just observable detail; in business, facts represent both the observable truths and the institutionalized opinions that have gained the authority of fact. Business professionals must avoid being trapped by the five myths of fact: —The business case is not won by the sheer number of facts, but, rather, the applicability and the substance of the facts (the myth of absolute sufficiency) —All facts must be selected based on their immediate applicability to the specific purposes, audience and circumstance (the myth of pre-established relevancy)
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