1.  To increase awareness and understanding, use rational appeals based on facts, statistics, and expert testimony (logos).

2.  To communicate the human dimensions of a proglem, stir listeners with moving examples and stories. (pathos).

3.  To reassure listeners that you are a credible speaker, convince them that you know what you are talking about, that you
       are fair and honest in depicting a problem, and that you have their interests at heart. (ethos).

4.  To connect a problem with the general welfare, show how it relates to traditions, cultural values, and symbols of group
        identify. (mythos)