Agricultural Communications, Purdue University An electronic newsletter with communication tips and information

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January 1997

• Grammar Trap: Imply vs. Infer
• Control Your Calls
• Take Voice Mail to the Max
• Market Your Program Via Video

Grammar Trap: Imply vs. Infer

Distinguishing between "imply" and "infer" isn't, strictly speaking, a "grammar trap," but some people are unsure about when to use which word. And usage problems are fair game in this column, too.

"Imply" is a verb meaning to suggest or hint at something without actually saying it in so many words. Speakers and writers can imply things through the words they choose.

Example: By talking so much about the tight budget, my department head implied that I won't be getting a new computer with a large screen.

"Infer" is a verb meaning to draw a conclusion from words or other evidence. Listeners and readers can infer things from the words they hear or see.

Example: My department head talked so much about the tight budget that I inferred I won't be getting a new computer with a large screen.

Helpful Hint: You imply things through your own words. You infer things from someone else's words.

If there's a grammar (or usage) trap you'd like us to discuss or you have a tip that will help the rest of us avoid one, please let us know.

• Laura Hoelscher (lah@purdue.edu)

Control Your Calls

Do you find yourself spending too much time on the phone? These tips will help you control your business calls before they control you.

• Outline your call ahead of time, either in your mind or in writing. Review whatever notes you need before you call.
• If your purpose is to discuss a particular document, make sure the person you're calling has a copy, too.
• Begin your conversation by describing your outline or purpose, and stick to it.
• Enforce your time limit. Tell the person you're calling (and people who call you) that you're on a limited schedule, and stick to that schedule.
• Don't overdo small talk. Try to get to the point as quickly as possible.
• Stay on track. Ask questions to bring the person with whom you're talking back to the subject.
• Don't linger. Once the purpose of the call has been reached, bring things to a close promptly but politely. Remember to thank the person you called for taking the time to listen.
• If you'll be out of your office, ask a colleague to receive or return important calls. Make sure the person you ask has the necessary skills and information to fill in for you.

• Crystal Hughes

Take Voice Mail to the Max

Sure, voice mail stretches your time, but are you stretching others' patience with poor messages? These tips will help you maximize your voice mail messages.

• Say your words clearly and at something other than the speed of light. You may be in a hurry, but try to control your delivery so the message is easy to follow.
• Say only what is necessary. Get to the point quickly. Be concise.
• Repeat phone numbers, especially those which include an area code and/or extension number.
• Offer a convenient time or two when people can return your call. Tell them when you plan to telephone again.
• If you are calling from a different time zone, state that and what times are best to reach you.
• If you're facing a deadline, communicate it up front.
• Sound conversational and relaxed. Invite a response.
• Check for voice messages regularly.
• Follow the "sundown rule"; i.e., return calls the same business day.

• Pam Lassiter

Market Your Program via Video

When you want to sell a critical program to county boards or other influential groups, show and tell with video. After all, a picture is worth a thousand words, and moving pictures are even better. You don't need professionally produced video or glitz. A simple, understandable video will help decision makers understand and appreciate what you are asking them to support. This can be a crucial step toward selling your program. Here are some suggestions about your message and your medium that will help you effectively market your program via video.

Think ahead. Take footage throughout the year documenting your program.

You don't have to shoot everything. Consider the message you want to get across about your program. Ask yourself these questions:

• What is the goal of your program?
• Who is your audience for the video?
• What do you want the audience to do after they've seen it?

Remember to interview key players. Satisfied customers can be very effective telling--and selling--your story, so get some testimonials from people who benefit from the program.

As for your medium, following these basic guidelines will help you produce an effective video.

• Format. You'll probably be wise to shoot with a VHS camera because of its low cost and because that format is the easiest to have edited. If you have access to a camera and editing equipment for other formats, such as Hi-8 and S-VHS, you can use them. But keep in mind that these are not the most common formats to have edited.
  
• Length. Shorter is better. Three to five minutes may best, but the content and your intended audience should determine the length of the program. Again, you don't have to tape everything. Good, short segments, even as short as 10 seconds, could be enough to get your point across.
  
• Lighting. Good lighting is important. Florescent lights can be fine. For outdoor shots, the best light often occurs BEFORE 10:00 a.m. and AFTER 2 p.m. In hard-to-light settings, such as barns or night scenes, halogen lights that cost less than $20 will a big help .
  
• Sound. Camera-mounted microphones are not the best way to pick up what people are saying. Consider buying a wireless or remote microphone. A separate clip microphone costs a few dollars, and a $100- to $200-investment in a remote microphone will significantly increase your impact.
  
• Movement. Avoid a lot of distracting panning (moving the camera side to side) and zooming (in and out). Instead, change camera positions while the camera is off to get different angles and perspectives. Have people talking as well as doing something. Remember to show action (otherwise, you might just as well be using a photograph). Get close-ups, because TV is an intimate medium.
  
• Steadiness. You will significantly improve your video with a tripod designed for video cameras. If you don't have one, brace yourself against a wall or post to steady yourself.

Want to learn more about shooting better video? Order "Homegrown Video--Getting Started" (8-105), a 50-cent publication available through the Media Distribution Center. And the Agricultural Communication Service offers one-day training to help Extension staff and volunteers learn how to use video equipment.

If you have questions about how you can use video to market your programs, contact Mike Kerper, Educational Media Unit Coordinator and Visual Media Specialist.

• Steve Cain

We want to hear from you. Do you have a communication question? Do you have a comment on this issue of "On Target"? If so, please e-mail any of our writers.

It is the policy of the Department of Agricultural Communication Service of Purdue University that all persons shall have equal opportunity and access to its programs and facilities without regard to race, color, sex, religion, national origin, age or disability. Purdue University is an Affirmative Action employer. These materials may be available in alternative formats.