Rhetoric (the Good Kind!) for Writing and Communication Strategy

taught by Mark Clemente

Course description

"Rhetoric” has gotten a bad name.
Today, it refers only to misinformation, untruthful communications, or
propaganda. But “classical rhetoric” is actually the study of
effective writing and speaking—and it’s been around for more than
2,500 years. The proven tactics and strategies of classical rhetoric are a powerful
means of improving business communications, as well as general writing and presentation
skills. This class is designed for professionals in the "persuasion" businesses of advertising, marketing, sales, public relations, fundraising, lobbying, and law ... as well as for senior executives who want to communicate better with their employees and stakeholders.

About the instructor:

Mark N. Clemente, MA has more than 35 years’ experience as a writer, communication consultant, and corporate trainer. An award-winning writer, he is the author of five books and dozens of journal articles and research studies on business communication.

Mark has served as a senior writer and strategist in the advertising and PR units of the renowned communications agency, Ogilvy & Mather. He has also held senior communication positions with such firms as Alexander & Alexander Consulting Group, Coopers & Lybrand, and Howard J. Rubenstein Associates. As a consultant in corporate and organizational communication, his clients have included Alcatel-Lucent, The Boston Consulting Group, Novartis, IBM, Aon Consulting, CSC, and Deloitte & Touche.

An internationally recognized speaker, Mark has conducted workshops for such groups as the American Management Association, the Association for Corporate Growth, Cornell University School of Law, International School of Management, the Society for Human Resource Management (SHRM), and the Strategic Research Institute.

Mark has been an editorial contributor to prominent business journals and has been published and quoted widely in such publications as IndustryWeek, Human Resource Executive, The New York Times, the Washington Post, Harvard Management Update, Sales & Marketing Management, Merger & Acquisition Advisor and Executive Leadership.

Mark holds a master's degree in strategic communication, and has taught college-level courses in speech communication and sociology.

Mark  Clemente
Mark Clemente

Course Curriculum

Chapter 1: Introduction: Rhetoric for Writing and Communication Strategy
02:50
Rhetoric-Clemente-Introduction
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Chapter 2: Audience Analysis & "Identification"
03:59
Clemente-Rhetoric - Audience Analysis
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Chapter 3: Rhetorical Research & Messaging
02:43
Clemente-Rhetoric-Research
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Chapter 4: Rhetorical Messaging Strategy #1: Building Believability
03:06
Clemente-Rhetoric-Ethos
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Chapter 5: Rhetorical Messaging Strategy #2: Leveraging Logic
04:03
Clemente-Rhetoric-Logos 2
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Chapter 6: Rhetorical Messaging Strategy #3: Evoking Emotion
03:48
Clemente-Rhetoric-Pathos
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Chapter 7: Arrangement and Outlining
03:56
Clemente-Rhetoric-Arrangement 3
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Chapter 8: Applied Rhetoric: Real-Life Reflections
04:08
Rhetoric-Clemente-Applied Rhetoric
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Chapter 9: Conclusion
02:49
Rhetoric-Clemente-Conclusion
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