Organizing GB's Information Services Department - Assignment Example

Part A 10th February 2000 All staff in Information Services Department Cc: Mike Campbell (Senior VP, IS) Jeff Butler (New VP and Director of Data Management) Subject: Introduction In context of restructuring and reorganizing GB’s Information Services Department, I am your proposed Vice President (VP) and Director of Data management. It is with great pleasure that I introduce myself, Jeff Butler, having 10 years of experience as data management consultant. In my credit, also there are number of publications related with data management. Throughout my 20 years of commitment in this sphere, I have come across many problems and difficulties faced in the information systems which have strengthened my knowledge and skill. I intend to devote my expertise to the service of yours and the organization. There are many challenges to be overcome; it is likely that the contentious situations may jeopardize the progress. Any suggestions and issues in this regard are fine with me but effective cooperation from each and every member will be highly appreciated. Information system forms the backbone of the financial institutions. If the information system is hampered than the credibility of the organization will disappear. It was brought to my attention that the information system requires a complete change in the technical architecture with the focus on the database software and the efficient management of the data within the organization. This provides me the opportunity to deploy my skills for the reliance and convenience of the customers as well as the employees. With respect to the technical design, the paradigm shift towards the new software application is critical. I do not hold favorable view of Lotus Notes application as a communication tool for database management. What the company has been fostering for years does not conform to true database. This decision is quite logical from the ethical database point of view as it is essential for the application to act as agents rather than jump over to other platform. The data should be the sole right of the company. This can hardly be achieved if the application of Lotus Notes is continued in the IS. In this regard, it is important to focus on the centre data-publishing from central/shared/enterprise rather than web publishing strategy that the company is currently deploying. To reduce the data management complexity involved in the commercial electronic transaction. I would strongly recommend third party push technology over the development of the internal internet application, notwithstanding the fact that the expense incurred in both the case would be the same. I feel it is part of my responsibility to inform you about the sale of Interpush. It is important to understand in this respect that the informed sale does not affect the viability of the push technology but on the contrary opens the door for the Corporate Customers. We are expecting to make use of Microsoft’s integrated push technology. The fact that the powerful companies like Netscape and Microsoft are integrating this technology instills necessary confidence and gives the surety of the success of the implementation of push technology. The viability and the strengths of the push technology cannot be ignored taking into account my years of consultancy and knowledge about the Microsoft. The entire architectural vision will be presented and discussed before the final implementation. Any doubts and suggestions will be responded to the best of my knowledge. Looking forward to meeting you all soon. Thank you for your time. Jeff Butler New VP and Director of Data Management Part B The GB Financial Corporation situated in Australia was established in 1940. The GB Information Services (IS) Department consisted of Systems and Programming (S&P); and Network Services. The Data Management Group formed the integral part of S&P Department in the Corporation. After the resignation by the former manager of the Data Management Group in 1999, Jeff Butler was hired as the new VP and Director of the Data Management by Brian Jones, the VP of S&P Department with the assumption that he might provide the exceptional leadership in order to get rid of the work culture currently in practice. Prior to his approach towards the IS Department, Jeff Butler attempts to clarify his intention and strategic movements through the persuasive message addressed to all the staff and VP of the IS Department. The message written by Jeff Butler portrays the leadership tone where apart from acknowledging his strengths, incorporates distinct vision and inspiration. It is easy to visualize his charismatic leadership trait from the manner he takes the responsibility to lead the department of the corporation with his rhetoric strategies (Fiol, Marlene, Harris & House, 1999). Rhetoric as defined by Aristotle is “the ability, in each particular case, to see the available means of persuasion”. It is a way of writing more effectively (Crewell, Draper & Mitchell, 1996). The message begins with the introduction of Jeff Butler to his colleagues and subordinates where he has emphasized upon the audience and their concerns. Though quite light in the opening sentence the writing gets immediately loaded as Butler reveals the actual thesis of his message. The reader by now is able to grasp the literate as well the rhetoric change in the scenario. Jeff Butler informs the audience of the major change that will be implemented by him. This actually enables the reader to get prepared for the forthcoming observations. The writer employs the emotional approach in capturing the attention of audience by mentioning the collective dedication of the entire unit. He is particularly good in the way he communicates his competency and capability to the audience. Thus it produces the right impression in the mind of the audience. The writer is quite aware of the rebellion that arises whenever any kind of change is enforced which of course conforms to the natural habit of any living being. The topic that the writer deals in this case is quite controversial in this sense. Hence he has taken utmost care to support his opinion with sufficient evidence and logic (Awamleh & Gardner, 1999). The message represents an assemblage of pathos, logos and ethos. The usage of these elements combined with emotional prop in the appropriate situation creates enthusiasm in the mind of the reader and precisely explains his point of view. The ethos represents the character and beliefs of the writer (Williams, 2004). The pathos attempts to persuade the audience by using emotional appeal. The writer persuades the audience on the basis of his credibility and reliability. He creates the emotional attachment towards the organization by constantly referring to the dependence of the success of financial institution upon the accuracy of data. His argument envisages the entire stakeholders of the company. Hence the readers are made to specifically focus on the main aspect. Throughout the message Jeff Butler ensures that the persuasiveness exists in his communication pattern (Ramos, 2010). Jeff Butler puts froth his decision regarding the strategic changes within the organization with high level of conviction. He exerts the necessary persuasion in his argument for the immediate application of change in the working environment. His explanation for change shows critical evaluation and analysis on his part. This helps to create the confidence in the mind of the people that he did not make the proposal in vain. His actions are equally justified by the evidence. He has stressed upon the fact that the ownership of the data thus retrieved should rest upon the shoulders of the company and shows his strong opinion against the usage of the Lotus application notes. He is quite rational in his approach towards the audience by highlighting the problems first and then administering his proposal for change. His effort is further enhanced by the injection of the pathos to ensure that the audience is emotionally hooked to his views. Jeff Butler takes the rein on his hand as the leader to produce the pronounced effect upon the target audience. His discretion to face the challenge reflects undaunted spirit and courage to tackle any kind of situation. He is not going to leave an inch of this opportunity to slip out of his hand. He has, at this point of time turned the table to the audience that his opinion is firm and any obstacles in this regard will not hamper him from achieving his means. Jeff Butler evokes the pathos feeling of convenience and reliance which helps to eliminate any kind of biasness and tension. The writer makes an extreme effort to inculcate the confidence and security throughout the message. The language and rhetoric used by the writer shows that his communication is effective enough to create the imagery conceptualization of what he exactly pictures the organization to be. In view of the fact that he is new to this organization he appeals to the audience for their support and collaboration. The writer strikes the right chord by using the problems of the company as the bait to motivate the people towards the change for better scenario (Shamir, Arthur and House, 1994). Logos involve the usage of logical argument to persuade the audience. It is usually supported by the reasonable proof or evidence. The writer has made a significant effort to inform his audience of his purpose of writing the message. He has demonstrated it through the usage of logos to substantiate his arguments in favor of strategic change. He has used the deductive logo to emphasize upon the importance of the effective data management in the organization. It highlights the intrinsic benefits such as productivity, accountability and revenue that accrue to the organization on the implementation of the effective data management. In deductive reasoning the conclusion is derived by moving from the general to specific perspective (Vanderbilt, 2010). Most of the time Jeff Butler has used indirect approach to confront the issue that was likely to raise controversy in this matter. Take for instance, instead of resenting the implementation of the internally developed internet application in the organization. He has highlighted the benefit of third party push technology over the internal internet application. He has provided the logical support to his statement by narrating his years of positive personal experience with the Microsoft technology. He has complemented his skills and knowledge in every step towards the successful development of the principle for the effective change management. Ethos primarily highlights the beliefs of the writer or a speaker. Ethos is also an appeal which is influenced by the character of a writer or a speaker. Reputation of an author also plays a significant role in bringing out the ethos driven characteristics in the written document. Jeff Butler has also demonstrated his belief in the ideas he posses and also he has displayed his beliefs in his writing. Jeff Butler has gathered the belief about his ideas with years of experience. He has acquired knowledge and skills which has enabled him to substantiate his beliefs with proper reasoning. He has also highlighted through his belief that he can make a significant change for the betterment in the company in the near future. Jeff Butler’s message was intended to all the staff and the VP of IS Department of the GB Financial Corporation. Though the message opens with the introduction in the beginning but the primary motive of the message is to create basis for implementation of the strategic change in the IS Department. The writer has consistently emphasized upon the ethical and logical aspect throughout the process of the communication to evoke the feeling of the persuasion. With this intention Jeff Butler proceeded with the message to emotionally gravitate the larger part of audience in his favor of the argument. The appropriate usage of the logical and narrative technique enabled Jeff Butler to create visual interpretation of the change. The sufficient support of his proposed strategy by the evidence gave an impression of intelligence to the audience. The later part of the message becomes gradually loaded which clearly evokes the positive or negative feeling of the emotion. Loaded statements help the writer to connect with the reader in an attempt to form a strong bondage and create a long lasting impression. Through this message Jeff Butler has sought to voice his persuasive opinion to all the target audience (Skerlep, 2001). Following the writing pattern of Jeff Butler, it can be noticed that the writer has followed intriguing narrative persuasive style. This narrative style is an intentional effort by Jeff Butler to help audience visualize the change. Hence, it is quite effective in producing the desired change in the behavior of the target audience without any force. This is the greatest advantage manifested by the persuasive message advanced by Jeff Butler to the target audience. The writer has constantly interwoven the emotional criteria in the message body to appeal to the audience at large. First of all he has appraised the audience about the situation in order to arouse their will power and motivate them to initiate action. Then he cleverly crafted the introduction of the strategic change which was more likely to produce less repellent attitude on the part of the audience. The rational appeal used by Jeff Butler instills necessary confidence in the mind of the audience in order to convince them of the strategic change that will be implemented by him. Jeff Butler reflects an attitude of expert and coercive leadership power by referring to his experience and skills to increase the trust and reliability among the staff and colleagues (LearnManagement2, 2010). His understanding of the department portrays his awareness level as the head of the department. In fact he can be labeled as the ideal charismatic leader (Leadersdirect, 2010). Though the writer has extensively used logical and emotional deductions supported by rational argument while framing his message but the ultimate aim is to convince or persuade them to adopt the change. The message is sufficiently supported by the emotional appeal whereby logics and evidence have been reinforced by Jeff Butler to support his new architectural change and implementation of the push technology. His message sets to create awareness among the target audience of the matters that were ignored in the past. Through this he has attempted to construct the strategic foundation for the change to be implemented in the organization. References Awamleh, R. & Gardner, W. (1999) ‘Perceptions of leader charisma and effectiveness: The effects of vision content, delivery, and organizational performance,’ Leadership Quarterly, 10: 345 – 374. Crewell, D., Draper, M & Mitchell, C. (1996) ‘The Art of Rhetoric: Learning How to Use the Three Main Rhetorical Styles’, Rensselaer Polytechnic Institute (RPI ) [Online], Available: http://www.rpi.edu/dept/llc/webclass/web/project1/group4/ [Accessed September 20, 2010]. Fiol, C. Marlene, Harris, D. & House, R. (1999) Charismatic leadership: Strategies for effecting social change. Leadership Quarterly, 10: 449-483. LearnManagement2. (2010) ‘Leadership Power,’ LearnManagement2, [Online], Available: http://www.learnmanagement2.com/leadership%20power.htm [Accessed September 20, 2010]. Leadersdirect. (2010) ‘What’s your ideal image of a leader?,’ Leadersdirect, [Online], Available: http://leadersdirect.com/LeadersDirectBlog/?p=38 [Accessed September 20, 2010]. Ramos, J. (2010) ‘Rhetorical analysis: Letter from Birmingham Jail’. EssayForum, [Online], Available: http://www.essayforum.com/reports-reviews-5/rhetorical-analysis-letter-birmingham-jail-17298/ [Accessed September 20, 2010]. Shamir, B., Arthur M.B. and House, R.J. (1994) ‘The rhetoric of charismatic leadership: a theoretical extension, a case study, and implications for research,’ Leadership Quarterly, 5, 1: 25-42. Skerlep (2001) “Re-evaluating the role of rhetoric in public relations theory and in strategies of corporate discourse” (pp. 176-187). Vanderbilt. (2010) ‘Words Important to Writing Argumentative Essays,’ College of Arts and Science, [Online], Available: http://www.vanderbilt.edu/writing/resources/argumentative%20essays.php [Accessed September 20, 2010]. Williams, G. (2004) ‘Three Rhetorical Appeals: Ethos, Pathos, Logos,’ University of Missouri-Kansas City, [Online] Available: http://w.web.umkc.edu/williamsgh/dialogues/225.rhetorical.appeals.html [Accessed September 20, 2010]. Read More