The uncomfortable fact about ethos is that much of it is established before a speaker even walks into the room. Setting aside the recent privacy issues, Zuckerberg has built a reputation as someone who cares about the big picture (he has famously donated 99% of his fortune to charity) and, recently, appears to be committed to transparency with the revelation that 87 million people may have had their data compromised. But as we’ve seen, a speaker’s character can be tarnished quickly. Zuckerberg must put in a strong performance this week.
2. Logos. Logos refers to the logical structure of an argument. This is where facts, figures and data must be presented in a clear, understandable sequence. Zuckerberg must articulate the following:
A. Here’s what we know happened (regarding Facebook’s privacy breaches).
B. Here’s how it happened.
C. Here are the specific steps Facebook is taking to prevent it from happening again (ideally, two to five steps).
D. Here’s how long it will take us to accomplish each step.
E. Here’s what users can expect to see when Facebook’s privacy steps are completed.
3. Pathos. Aristotle argued that persuasion cannot take place in the absence of pathos—emotion. Neuroscientists have proven the ancient philosopher to be right. We are all moved—much more than we think—by the emotional aspects of an argument. Economists like Nobel prize-winner Robert Schiller believe that stock market movements and financial booms and busts can all be traced back to the narratives—the stories—that spread like contagions among the population.