CMM 1210: Advocacy Lecture Review (Chapters 1-7)

Flashcards covering Chapters 1 through 7 and lecture slide summaries for CMM 1210: Advocacy, including theoretical models, research studies, brand characteristics, story structures, and speech outlining rules.

According to Chapter 1, what are some prominent historical ideas and innovations that faced major adoption challenges?

Title IX (championed by leaders like Patsy T. Mink), Sesame Street, Nerf Super Soakers (Nerf guns), the Big Mac, nuclear safety culture, and personal computers such as the IBM PC.

What two dimensions form the Idea-Advocacy Matrix, and what four outcomes does it produce?

It crosses the Quality of Your Idea (Poor vs. Good) with the Quality of Your Advocacy (Ineffective vs. Effective) to produce: (1) Lucky Break (Poor Idea + Ineffective Advocacy), (2) Lost Opportunity (Good Idea + Ineffective Advocacy), (3) Wasted Investment (Poor Idea + Effective Advocacy), and (4) Success (Good Idea + Effective Advocacy).

How is advocacy defined in the course materials?

Advocacy is the process of championing ideas, selling concepts, and influencing others to gain their support or a "yes".

3M Post It Notr

• Brand Advocacy: When customers love a product so much they recommend it to friends, family, or coworkers without being paid to do so.

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💡 Example: The Post-it Note Power User

Imagine an office manager named Sarah who is obsessed with organization:

• The Action: Sarah buys Post-it Notes for her entire department because cheaper, off-brand sticky notes keep falling off the whiteboard.

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• The Advocacy: During a company-wide presentation, she publicly praises the 3M brand, explaining how the Super Sticky line saved her team's brainstorming session.

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• The Result: Other departments notice, trust her firsthand experience, and switch their office supply orders exclusively to 3M Post-it Notes.

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What did Art Fry, the inventor of the 3M Post-it Note, say about the necessity of advocacy skills?

He noted that if you cannot communicate your idea to others, you are "dead in the water".

What is the "dark side" of advocacy?

The exact same persuasion skills can be used to bury good ideas, sell bad ideas, and disempower others, demonstrating that persuasive power is morally neutral and requires ethical awareness.

What is the difference between repetition and redundancy in message delivery?

Repetition says the same thing in the same way (leveraging the mere exposure effect), whereas redundancy says the same thing in a different way (using triangulation, varied scenarios, or different modalities) to prevent audience habituation (Habituation is simply learning to ignore a repeated sound, sight, or feeling because it isn't important or dangerous)

What are two key structural techniques for effective organization in advocacy communication?

Chunking information into manageable units (the $3$-point rule) and leveraging the serial-position effect (The serial position effect is a psychological pattern where you tend to remember the first and last items in a list much better than the items in the middle) by placing key points at the beginning (primacy:Better memory for the first few items because your brain has more time to rehearse them and move them into long-term memory) and end (recency: Better memory for the last few items because they are still sitting fresh in your short-term memory).

Why is face-to-face advocacy superior to text-based or computer-mediated communication?

Face-to-face interactions yield better negotiation performance, higher initial trust, and greater perceived closeness due to nonverbal richness and immediacy (Hollingshead et al., 1993; Wilson et al., 2006; Sprecher, 2014).

What is jargon, and why should advocates avoid overusing it?

Jargon is unfamiliar, discipline-specific vocabulary or symbols that alienate the audience and impede understanding.

How should an advocate strategically solicit questions from an audience?

Use open-ended prompts like "What questions can I answer?" rather than closed prompts like "Does anyone have any questions?", and follow Alan Greenspan's advice to make every questioner look like a genius.

What are schemas, and why are they critical to message framing?

a mental blueprint or shortcut that helps your brain organize and interpret information based on your past experiences.

Ex: Dog" Schema: A young child learns that a furry animal with four legs and a tail is a "dog." Their brain creates a dog folder. When they see a new breed of dog for the first time, they instantly know what it is because it fits into that folder.

Ex: "Birthday Party" Schema: If someone invites you to a birthday party, your brain automatically expects certain things to be there, like cake, candles, presents, singing, and balloons.

Schemas are mental file cabinets used to organize information shaped by language, culture, needs, and expertise (Brett & Okumura, 2017; Federico, 2004); decision-makers invest more and negotiate more productively when messages match their existing schemas.

Why is controlling the definition of a problem so important according to Vergragt (1988)?

Because whoever defines the problem controls the response agenda and pre-determines what scope of solutions will be considered acceptable.

How does introducing a new schema lead to new solutions?

It reorganizes how decision-makers categorize information, bringing previously hidden options into view (e.g., shifting from a financial loss schema to a community health schema).

What methods can advocates use to generate demand for their solutions?

Highlighting the pain of novelty, establishing habits, demonstrating pressing needs, linking ideas to problems, introducing new evaluative criteria, and establishing scorekeeping systems (such as Peloton leaderboards or Accelerated Reader points).

What does research show regarding loss aversion and risk framing (Kellerman, 1992; Caughlin, 2010)?

Humans are significantly more sensitive to threats and losses than to equivalent opportunities.

What are the six characteristics of a brand?

(1) Recognition, (2) Preference, (3) Quality, (4) Trust, (5) Value, and (6) Extensibility. TERPVQ

How does W.B. Yeats' quote "How can we know the dancer from the dance?" apply to advocacy branding?

A persuasive message cannot be separated from the advocate delivering it; an advocate's personal brand acts as the interpretive lens through which all arguments are evaluated.

What four components comprise an advocate's reputation (mapping to Aristotle's ethos)?

Competency, Trustworthiness, Passion, and Tenacity(Tenacity is the quality of being very determined and refusing to give up, even when things are difficult). CTTP

What is the Effortful-Effortless Principle (Kruger et al., 2004)?

An advocate must invest massive effort into their work, but make it effortless and seamless for decision-makers to recognize that effort (e.g., delivering $1.5$ pages when $1$ page is required).

What are the four essential dimensions of trust?

Honesty, consistency, benevolence (the quality of being well-meaning, kind-hearted, and generous, or an act of goodwill and charity toward others) and vulnerability (such as openly acknowledging the risks or shortcomings of one's own idea). BCHV

What is Cohen & Bradford's (2017) three-step framework for approaching alliances?

(1) Identify alliance needs, (2) Assess alliance dynamics (workstyles and relationship states), and (3) Formulate collaborative approaches.

What are the four basic psychological needs identified by Daly (2011) and Cohen & Bradford (2017)?

Inclusion, Control, Efficacy, and Liking. LECI

How can an advocate appeal to a stakeholder's need for control during negotiation?

By distinguishing their own "musts" from their "shoulds" and "wouldn't it be nice" issues, and using the lower-priority items as concession chips to give the stakeholder ownership.

What are the six core characteristics of influential stories?

Influential stories: (1) Make a clear point, (2) Are well-told, (3) Reflect values, (4) Make sense, (5) Are personal, and (6) Utilize proper structure.

What narrative components ensure that a story makes sense?

Setting, Characters, Goals, Predicament, Action, and Outcome (or Proposal).

What does the STAR Method stand for in professional storytelling (Cunningham, 2009)?

Situation, Task, Action, and Result (or Resolution).

What are factoids and when are they particularly useful in advocacy?

A bite-sized, easy-to-remember piece of data or a brief claim

Ex: "Every minute, the equivalent of one garbage truck of plastic enters the ocean." (Quick image that drives home a cleanup or anti-plastic campaign).

Factoids are little-known facts or statistical snippets (e.g., Kiecolt-Glaser et al., 2005 on marital conflict delaying healing; Eisenberg et al., 2009 on mental health predicting academic success) used to establish urgency when a full narrative is unavailable.

How does the Knowing-Feeling Matrix classify decision-makers?

It classifies decision-makers based on what they know (their level of understanding and expertise) and how they feel (their support or opposition) toward a proposed idea

Decision-Maker Category	Level of Knowledge / Understanding	Attitude / Feeling Toward the Idea
Cheerleaders	High (Informed)	Positive (Supportive)
Naive Followers	Low (Uninformed)	Positive (Enthusiastic)
Skeptics	High (Informed)	Negative (Opposed / Disagree)
Cynics	Low (Uninformed)	Negative (Opposed / Resistant)

How does the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986) explain decision-maker processing?

Highly involved decision-makers take the Central Route (demanding rigorous logic and solid evidence), whereas uninvolved decision-makers take the Peripheral Route (relying on source credibility, likeability, and argument volume).

Why is it vital to address implementation concerns during an advocacy pitch?

Without solving "the how" (time, funding, execution), even a brilliant "what" proposal will be rejected.

What is negativity bias (Rozin & Royzman, 2001; Baumeister et al., 2001), and how can advocates counter it?

It is the innate human tendency to give more weight to negative traits or events than positive ones; advocates can manage it by explicitly highlighting the severe costs of not adopting the proposal or the negative consequences of competing options.

What is the primary textbook and who is the instructor for CMM 1210 (Advocacy)?

The course is taught by Dr. Rudy Pett, and the primary textbook is Advocacy by John A. Daly ($2011$).

What total point value and attendance policy are specified for CMM 1210?

The course has a total of $420$ points and allows $3$ free absences before penalties apply.

What is the "Billboard Version" of an advocacy message?

Distilling complex arguments into one core, laser-focused message that is instantly understandable, analogous to Carvana or Chick-fil-A advertising campaigns.

What are the required components of an effective speech introduction according to Mappes (2019)?

An attention-getter, speaker credibility statement, audience relevance statement, clear thesis statement, and a preview of main points.

What are the required elements of an effective speech conclusion according to Mappes (2019)?

A summary and signal, a restatement of the thesis, and a closing clincher ("wow" moment).

What is the required time length for the Visual Advocacy Project (VAP) presentation?

$4-5\text{ minutes}$.

Signposts

Signposts are words, short phrases, or verbal and visual cues that guide listeners or readers through an argument.

Today, I am advocating for a 20% increase in campus mental health funding. I will support this request with three main points.

First, look at the current crisis. Students are waiting up to four weeks just to see a counselor.

Turning now to my second point, this delay directly hurts academic success. Studies show that when students can't access care, drop-out rates increase.

Finally, let’s look at the financial benefit. Investing in counselors now actually saves the university money by keeping students enrolled.

In conclusion, by approving this funding, we protect both our students' well-being and our school's future."

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Why the Second Version Works Better

The bolded words are the signposts. They act like a verbal map, making it incredibly easy for a listener to follow the logic, take notes, and understand exactly when the speaker moves from one piece of evidence to the next.

Advocate face to face to:

Face-to-face contexts likely provide better negotiation

performance (Hollingshead et al., 1993).

 Initial trust in face-to-face interactions (compared to

mediated interactions) is higher (Wilson et al., 2006).

 Perceptions of liking and closeness tend to be higher

in initial face-to-face interactions, as compared to text-

based, computer-mediated interactions like email

Ideas get buried in inboxes.

It’s easy to say no to a piece

of paper or an email.

It’s not as easy to say no to

an individual’s face

Invite your audience to ask questions during your presentation, ask “What questions can I answer?”, and make the person asking the question feel like a genius.

Characteristics of Your Brand

v Do we know who you are and what you do?Recognition

• Do we want to work with you?Preference

• Do we feel you are reliable in doing a good

job?Trust

• Do we feel your work is always

outstanding?Quality

• Is our team/company better with (or without)

you?Value

• For what roles or advocacy efforts are you (not)

well suited?Extensibility

COMPONENTS OF ETHOS & YOUR BRAND

Competency

 Trustworthiness

 Passion

 Tenacity

COMPONENTS OF TRUST

-Honesty

 Don’t hide information…acknowledge

counterarguments

 -Consistency

 Be on time, keep your commitments, etc.

 -Benevolence

 Be considerate, conscientious, unselfish.

 -Vulnerability

 Be open about risks or shortcomings of your idea

 Acknowledge when you have something to lose if

your idea falls through

Basic needs for building effective relationships

Inclusion

Control

Efficacy

Affection

Why stories influecne

Engross others

Aid understanding

Synthesize ideas

Remain memorable

Are difficult to challenge

A Condensed

Formula for

Interview

Storytelling

STAR METHOD

 Situation

 Task

 Action

 Result/Resolution

Elaboration

Likelihood Model

(ELM

ROUTE #1: Central (Very Involved/Invested)

 Show excellent evidence.

 Use clear logic, reasoning, and arguments.

 Inoculate* against counterarguments.

ROUTE #2: Peripheral (Not Involved/Invested)

 Use many arguments (mere exposure effect)

 Emphasize your credibility/expertise

 Get them to like you…and they’ll like your idea.