Reading Response Week #3
Chapter 38, Effective Word Use, was useful to identify why we use the words we use. Regionalism is when people use different words for the same thing. Chapter 38 stated, "when in doubt about a word or usage, consult your dictionary." I especially liked the examples for metaphor, mixed metaphor, and cliche'. "The demon of torture returned to the police station."
In Frank Luntz's Words That Work, there are ten rules of effective language. Rule #1: Simple word work. Rule #2: Simple short sentences work. Rule #3: Credibility is important. Rule #4: Consistency Matters. Rule #5: Offer Something New. Rule #6: Sound and Texture to the language. Rule #7: Speak Aspirationally. Rule #8: Visualize. Rule #9: Ask questions. Rule #10: Provide Context and explain Relevance.
In Ethics in Public Relations: A Guide to the Best Practice, I found the process of PR decision making revisited interesting. Step #1: Gather and analyze available data. Step #2: Decide what outcomes you want. Step #3: Make you decision. Step #4: Figure out if it was a good decision.