The Expert's Guide to Resume Writing!
By: Melissa Barlock
Your Resume is Your Smile - Make it SPARKLE!
No dental recruitment site would be complete without a section on resumes. And with all that talk about reciprocity last time, it’s time to give back. I don’t have to tell you that a resume is important, but you may ask, “Aren’t my qualifications all that really matter? Is everything else really that important?” The short answer is – YES, it’s THAT important! As sure as I am that 1 + 1 = 2, or that you shouldn’t trust your toothbrush around your siblings, the quality of your resume matters. Your resume reflects you – think of it as your SMILE; you want it to be personable and inviting. And like your teeth, you want it to be squeaky-clean and sparkle!
Now that we’ve got that out of the way (and some puns out of my system), and you’re sufficiently petrified, it’s time to offer solutions. There is already plenty of information about resume writing on the world wide web, but I’d like to be your experienced and trusted source of information. Like your resume, my goal is to be as comprehensive and concise as possible. What follows are not rules, but hopefully a handy guide; at the end of the day, it’s your resume. To start, I’d like to prime you with what I call the 5 Cs of Resume Writing. Make sure to consider these factors every step of the way:
- Clarity: your resume should have clear objectives; that is, it should be immediately apparent to the recruiter or hiring manager who you are, what you want, and what you have to offer. Justify skills with evidence: don’t just say you’re a good leader, have your roles and accomplishments speak for themselves. Your resume should also be clearly laid out. It should be simple to navigate, easy to read, and ‘skimmable’. This means following a format that is common and therefore familiar to recruiters, and making good use of alignment, headers, white space, font, and boldface. Good grammar and spelling are also immensely important. If spelling started with a ‘c’ it would probably make the top of this list. Errors in spelling communicate that you don’t pay attention to detail and that you’re not committed or the type of person who takes pride in their work. Use a spell-checker and then get a real human, preferably more than one, to proofread your resume before you hand it in.
- Conciseness: when it comes to a great resume, less really is more. Recruiters may receive upwards of a hundred resumes a day, and the shorter you can say what you need to say, the better. Cut the redundancy and only highlight your most relevant qualifications and skills. Your ability to do so shows that you are capable of expressing yourself clearly and concisely. Resumes should be no longer than a page, or two if you have decades of experience. Use the job description as a guide to inform you of what to include or not. Always keep things in perspective by remembering who is reading and evaluating your resume, and write it for their sake, not yours.
- Consistency: Format and style should be consistent throughout your resume. Use the same grammar, font, capitalization, and use of bullet points for the same purposes. It is more organized, harmonious, and pleasing to the eye. Also include your name and contact information on every page.
- Compelling: this is YOUR time to SHINE! Highlight your most relevant experience and qualifications and be sure to include any awards, community service hours, and placements/practicums that you have completed. It is said that many recruiters will decide whether or not to reject a resume after six seconds. With this in mind, aim to emphasize what makes you unique, and compel the hiring manager to want to hire you over the competition in as little time as possible.
- Customization: know the position and company that you are applying for and tailor your experience, skills, and other strengths specifically to that job for maximum effectiveness. Use the job description to extract key words that will enable recruiters and applicant tracking systems to quickly match you with the available position. Show that you are the ideal candidate for the position.
With these general principles in mind, you may still have the following questions:
CV vs. Resume: What’s the Difference?
First off, you may be wondering what the difference is between a CV and a resume. CV is short for curriculum vitae, a Latin phrase that translates to ‘course of life.’ On the other hand, résumé is a French term (notice the accents) that means ‘summary.’ Their literal meanings give you an indication of their purpose: a CV is a full and detailed account of your work and education history, whereas a resume is more concise. As such, a CV tends to be longer and more static than a resume, and is almost always in reverse-chronological order. A resume is intended to be shorter (one to two pages maximum) and is customizable, designed to highlight aspects of your skills and accomplishments that are more relevant to the particular position that you are applying to. A CV is the product specifications, a resume is the advertisement.
A CV is more common elsewhere, while a resume is generally the preferred document in Canada (In Quebec the terms CV and resume are interchangeable) and the U.S. Unless you are applying to positions in academia or other specialized vocations that require a lengthy CV, in most cases you will be concerned with submitting a resume.
Reverse-Chronological or Functional?
Although I said a resume is customizable, reverse-chronological order (most recent work experience first) is often preferred. This is simply because it is easier for recruiters and hiring managers to follow, and because your most recent experience is usually the most relevant, building on previous experience. You may want to consider a functional resume in the following cases: you are a recent graduate, changing careers, or have large gaps in employment. To see why, consider a dental hygienist who changed careers for a period of time due to an injury. Upon re-entering the dental profession, it may not be wise to list ‘Receptionist’ as your most recent job title. Similarly, recent graduates can benefit from listing education, achievements, and volunteer experience before work experience, especially if they are more relevant to the desired position.
Resume Format:
Your resume should be unique, but the layout of your resume is not the place for experimentation. The tried-and-true format of a typical resume is the way it is for a reason: it’s easy to read. This includes things like the order of information and headings, alignment (left), and font. Your resume should also be clean, clear, and consistent. Study examples online and consider using a template to help you get started. A typical order is as follows:
- Name and Contact Information
- Objective or Summary
- Work Experience
- Certifications (if applicable)
- Education
- Skills
- Additional Sections
Set your font size to 10 – 12 points. Any smaller is harder to read, and larger looks like you’re trying to fill up space. Also choose a style that is attractive and readable such as Verdana, Arial, or Helvetica. Additional sections to consider include Awards, Volunteer Experience, Extracurricular Activities, and Interests. If you are a student or recent graduate, adding sections to highlight your soft skills (such as initiative, leadership, teamwork, communication, creativity, empathy, etc.) is especially valuable. If you have relevant information to share, be sure to include it.
I often get asked if the Interests section is necessary: “Who really cares what my interests and hobbies are?” While not strictly necessary, I would argue that they are important because they give the recruiter or hiring manager insight into your personality, which is hard to demonstrate in the rest of your resume. Include things that are unique and interesting and suggest that you are fun and sociable. There’s a good chance you will put down something that the recruiter will relate to or find fascinating, which can lead to an instant sense of connection and your resume at the peak of the pile.
Objective or summary?
Again, the names here give you a clue as to the differences. A summary statement is a brief summary of your experience, skills, and achievements. Situated top dead center below your contact information, it should give the recruiter an instant idea of the qualifications and value that you would bring to the company. The key difference is that a summary is targeted towards the needs of the company, whereas an objective is focused on the applicant’s needs and goals. Use a summary. The objective statement is outdated and adds little additional value to your resume. It’s not about what you want, and we know what you’re looking for. In any case, keep it concise and be sure to strategically inject as many key words as possible. Also, don’t start sentences with the personal pronoun ‘I’. Use action verbs to make your resume more dynamic and action-oriented. Follow this principle throughout the rest of your resume as well.
Cover Letter:
A cover letter is a letter of introduction addressed to potential employers that may accompany a resume. Though it is often not required, I suggest you include one; it’s an additional opportunity to showcase your personality and encourage the reader to pay attention to your resume. In some ways it is like your summary statement but should be a little longer, allowing you to express excitement for the position and why you’d be a good fit, as well as to expand on your accomplishments. It is also an opportunity to address any elephants in the room, such as long absences in employment; if there is something you feel needs an explanation, mention it in your cover letter. If you lost your job because of COVID-19, mention it but be brief about it; employers are well aware of the situation and the toll it has taken on the dental industry. The cover letter is your opportunity to tell your story, but don’t spend too much time on it. Though I don’t always read a cover letter, at the very least it shows that you are really interested in the job. That being said, your cover letter MUST be specifically tailored to the job and addressed to the person who will be reading it; if you don’t know who that is or can’t find out, something more general like Dear hiring manager is okay. Be aware that a generic cover letter may have the opposite of the intended effect, signaling to the reader that you don’t value their time. As usual, be concise, use key words, be dynamic, and focus on what you have to offer. Your cover letter should complement your resume, not overlap it.
LinkedIn:
If you are not already a member of LinkedIn, consider increasing your professional online presence by signing up. A lot of hiring managers, dental offices, and professionals are already on it; be where the people are. As of now Google algorithms favour it, so it helps to be found and get noticed. Brand yourself; be professional but personable. LinkedIn is a great way to express your personality and highlight your best characteristics. At the very least, be sure to clean up your discoverable online presence. That means Facebook and other social media sites. Recruiters are people too and you can be sure that they’ll cross-reference you if they’ve taken an interest in your resume. Google yourself and see what comes up.
As a final word, I’d like to mention a few things that you do not need to put on your resume. Due to anti-discrimination laws in Canada and to ensure equal opportunity, you do not need to list information that is not relevant in the workplace. This includes things such as race, national or ethnic origin, colour, religion, age, sex, etc. Look to the Canadian Human Rights Act or your provincial Human Rights Code for more information.
You are also not required to provide your photo along with your resume. Although there is nothing preventing you from including one if you so choose, many recruiters find it distracting, and it may be confusing to applicant tracking systems. Your photo can also potentially say a lot about you, so if you do decide to include one make sure it is professional and personable. Don’t give any reason to judge you. Look to LinkedIn for examples.
Well, that’s it! Though it can be daunting at first, building your perfect resume doesn’t have to be that scary. With a little guidance, the process starts to make a whole lot of sense. Just don’t forget who you’re writing for, and always remember – you’re awesome!
Resume Writing Tips – Do’s and Don’ts
- Know the position and company that you are applying to
- Create a professional email address
- Update your contact information
- Set your font size to 10 - 12 pts (smaller = harder to read; bigger = looks like you’re trying to fill up the page)
- Use reverse-chronological order (most recent and work your way back)
- Align your content to the left and make it 'skimmable'
- Make strategic use of bold, caps, and italics
- Choose an attractive and readable font (e.g., Verdana, Arial, Helvetica)
- Only add jobs that you have had in the past 10 – 15 years
- Give your sections simple subheadings (e.g., Resume Summary, Experience, Education, Skills)
- Consider using a professionally-designed template.
- Include URL’s to social media profiles, personal websites, and your blog.
- As a student, your educational background is your strongest selling point; in this case, you can put the Education section first
- Lose the phrase “References available on request” (just put them on there; make it easy for HR if they want to hire you; or don’t put anything)
- Make sure you’ve created margins, and balance your text and white space
- Name your files properly (e.g., John_Smith_Resume); it is easier to find and more professoinal
- Match your cover letter to your resume
- Draw attention to your promotions (achievements, volunteer, community, placements)
- Cut the fluff in your experience section (no need to add every responsibility you had at previous job; duties/working experience will provide evidence)
- Write explanations for large gaps in your career history (e.g., a layoff or a break to have a child; if you don’t it leaves it to the imagination, and the hiring manager may assume the reason is negative)
- Insert action verbs wherever possible (e.g., orchestrated, persuaded, conducted; they are more assertive and action-orientated)
- Save a copy of your resume as a PDF (with proper name, first last)
- Make good use of the top third of your resume (here you want your best skills, experience, and achievements)
- Use a proofreading tool and have at least one other person proofread your resume
- Write a thank you e-mail, letter, or card
- No more than two pages
- Consider adding Hobbies and Interests section to your resume (especially if you don’t have a lot of professional experience)
- Do not lie on your resume
- Clean up your online presence
Enspire Dental Opportunities is looking forward to working with you.

Have you ever shared an idea that felt thoughtful, reasonable, even necessary, only to feel immediate resistance? Maybe people pushed back. Maybe they shut down. Maybe they nodded politely… and nothing changed. When this happens, it’s tempting to assume the problem is the idea itself, or that you just need to explain it better. But often, the issue isn’t what you said. It’s where your message landed in the other person’s mind. That’s exactly what Social Judgment Theory helps us understand. Why We Don’t Hear Ideas Neutrally Social Judgment Theory explains how people evaluate new ideas based on what they already believe . We don’t listen with a blank slate. Every message we hear is filtered through: Our existing beliefs Our values Our experiences Our emotional investment Before we consciously think, “Do I agree?” Our brain is already judging how close, or how threatening, this idea feels. The Three “Latitudes” That Shape Persuasion According to Social Judgment Theory, every message falls into one of three zones, called latitudes . 1. The Latitude of Acceptance These are ideas that feel reasonable, familiar, or aligned with what someone already believes. For example: A leader suggesting better communication in a team that already values collaboration A patient agreeing to routine dental care they already believe is important Messages here feel safe, and are easily accepted. 2. The Latitude of Non-Commitment This is the neutral zone. People aren’t convinced yet, but they aren’t opposed either. For example: A team considering flexible work hours A patient exploring a new treatment option This is the sweet spot for influence . It’s where real persuasion can happen. 3. The Latitude of Rejection These ideas feel too extreme, threatening, or misaligned with someone’s values. For example: Pushing a major culture change too abruptly Recommending treatment without first building trust When ideas land here, people don’t just disagree, they resist. And the more you push, the stronger that resistance becomes. The Five Core Principles of Social Judgment Theory Understanding these five principles can completely change how you communicate. 1. We Judge Messages Relative to Our “Anchor” An anchor is your existing belief or attitude. Every new idea is compared to it. If something feels too far from that anchor, it’s likely to be rejected, no matter how logical it sounds. 2. Stronger Beliefs Mean Narrower Acceptance The more strongly someone feels about a topic, the less open they are to opposing ideas. This is why facts alone rarely change deeply held beliefs. 3. Accepted Messages Feel Closer Than They Are When people agree with an idea, they often perceive it as very similar to what they already believe, even if it’s not. This builds connection and trust. 4. Rejected Messages Feel More Extreme Than They Are When people disagree, they exaggerate the difference. “That’s way too much.” “That’s not what we do here.” This is why pushing harder often backfires. 5. Real Persuasion Happens Gradually People don’t leap from rejection to acceptance. They move in small steps, from rejection, to neutrality, to openness. Influence is incremental, not forceful. Why This Matters in Business, Leadership & Dentistry For business owners and leaders , Social Judgment Theory reminds us: Change fails when it’s pushed too quickly Buy-in grows when people feel understood For professionals and presenters : Strong arguments don’t matter if they land in rejection Influence starts with meeting people where they are For dental teams : Patients don’t reject care, they reject feeling rushed or unheard Trust shifts people from hesitation to action Across all settings, the lesson is the same: Alignment creates movement. Pressure creates resistance. Ethical Persuasion Is About Respect Social Judgment Theory isn’t about manipulating people, it’s about respecting them. When you understand how others judge ideas, you stop asking: “How do I convince them?” And start asking: “How do I guide them?” That shift alone transforms how you lead, communicate, and influence. Watch My Video I’ve created a YouTube video that walks through Social Judgment Theory in a clear, practical way, with real-world examples you can apply immediately. 👉 Copy & Paste the link in a new browser: https://www.youtube.com/watch?v=BnNdItD4rW0 Influence isn’t about overpowering someone else’s beliefs. It’s about creating space for movement. When people feel respected, heard, and safe, change becomes possible. If you’d like support developing stronger communication, leadership, or influence skills for yourself or your team, let's connect! Because ethical persuasion isn’t about pushing harder. It’s about understanding people better.
Have you ever shared an idea that should have worked a presentation, a proposal, a conversation and yet it didn’t land the way you expected? And then other times, you say very little at all, and people are instantly on board. That’s not coincidence. That’s persuasion. One of the most powerful frameworks for understanding why this happens is the Elaboration Likelihood Model (ELM), a model I use every day in my work with leaders, business owners, and dental professionals, and one I now teach in the classroom as well. I recently started teaching a course called Persuasive Communication & Presentations and ELM is one of the foundational models we explore because it explains something essential: how people actually process persuasive messages. The Elaboration Likelihood Model: A Simple Explanation The Elaboration Likelihood Model explains how people process persuasive messages . The key insight? People don’t all process information the same way, or with the same level of effort. According to ELM, persuasion happens through two distinct routes : The Central Route The Peripheral Route Which route someone takes depends on: Their level of motivation Their attention How personally relevant the message feels Understanding this changes everything about how you communicate. The Central Route: When People Think Deeply The central route is activated when people are: Highly engaged Motivated Paying close attention Personally invested in the outcome In these situations, persuasion is driven by: Logic and reasoning Strong arguments Evidence and data Credibility and expertise This is the route people take when making important decisions, strategic business changes, career moves, or complex healthcare choices. Persuasion through the central route tends to be: Longer lasting More resistant to change More meaningful But it requires effort, from both the speaker and the listener. The Peripheral Route: When Cues Matter More Than Content The peripheral route comes into play when people are: Busy or distracted Less personally invested Emotionally driven Making lower-risk decisions Here, persuasion happens through cues , such as: Confidence Likeability Tone of voice Professionalism Authority or social proof We’ve all experienced this: “I trust her, she seems confident.” “Everyone else is doing it.” “This just feels right.” This is not manipulation, it’s human psychology. Where Most Communication Breaks Down One of the biggest mistakes I see in business and professional settings is this: Over-explaining when people aren’t listening Under-explaining when people actually need depth Effective communicators don’t just deliver information, they read the room . They ask: How motivated is my audience? Do they need logic or reassurance? Should I lead with data, or trust? Why This Matters in Business, Leadership & Dentistry For business owners and leaders , this model helps you: Use the central route when introducing strategy or change Use the peripheral route to build confidence, buy-in, and culture For presenters and professionals : Not every slide needs more data Sometimes you are the persuasive message For dental teams : Patients don’t always want technical explanations They want clarity, confidence, and trust The most effective communicators know how to blend both routes intentionally . Ethical Persuasion Starts With Awareness Understanding how people are persuaded isn’t about control, it’s about responsibility. When you know how your message is being processed, you can communicate: More clearly More ethically More effectively And that’s where real influence comes from. Watch the Video I’ve created a YouTube video that walks through the Elaboration Likelihood Model in a clear, practical way, with real-world examples you can apply immediately. 👉 Copy and paste the link: https://www.youtube.com/watch?v=Ub9Y88hntjQ Persuasion isn’t about saying more. It’s about saying the right thing, in the right way, at the right time. And when you understand how people really decide, your communication becomes far more powerful. If you’d like support developing stronger communication, leadership, or influence skills for yourself or your team, reach out! We'd love to chat because persuasion, when used intentionally, is one of the most valuable professional skills you can develop
Public Relations and propaganda exist at opposite ends of a spectrum. When practiced ethically, Public Relations is about: Transparency Trust Long-term relationships Informed decision-making PR seeks understanding. It provides context, acknowledges complexity, and aims to build credibility over time. Propaganda, on the other hand, relies on very different tactics. It often includes: Emotional manipulation One-sided narratives Fear, urgency, or outrage Withholding or distorting information Propaganda doesn’t invite understanding, it seeks compliance. How Propaganda Works Propaganda often follows predictable patterns: Complex issues are reduced to “us vs. them” Messages are repeated frequently and emotionally Selective facts or misleading visuals are used Questioning or nuance is discouraged These tactics limit free choice by narrowing what people are encouraged to see, feel, or think. That’s why propaganda can be powerful, and why it can be so damaging when left unchecked. Identifying Propaganda and Fake News In today’s media environment, being able to recognize propaganda and misinformation is an essential skill, not just for PR professionals, but for leaders, managers, and everyday decision-makers. A few questions to pause and ask: Is this message encouraging me to think, or just react? Are multiple perspectives acknowledged? Is fear or urgency being used to rush my decision? Is the source transparent and accountable? Ethical persuasion invites curiosity. Propaganda discourages it. The more emotionally extreme a message feels, the more important it is to slow down and question it. Why This Matters in Presentations and Leadership This distinction matters deeply for those of us who lead, present, and influence others. As presenters, leaders, and professionals, our responsibility isn’t just to persuade, it’s to persuade responsibly . Strong persuasive presentations: Respect the audience Offer clarity instead of coercion Empower people to choose When people feel respected rather than pressured, trust grows. And trust is what makes influence sustainable. At Enspire Dental Opportunities , much of the work we do with leaders and teams is rooted in these same principles. Whether through leadership development, communication training, team workshops, or support around culture and talent, the focus is always on helping people communicate clearly, lead with confidence, and build trust, not control. If this conversation resonates with you and you’re looking to strengthen communication within your team or organization, I invite you to explore more of what we do at Enspire or simply start a conversation. Ethical communication isn’t about having all the answers, it’s about asking better questions and creating space for understanding. Watch the Video Version If you’d like to explore this topic further, I’ve also created a YouTube video where I walk through persuasion, PR, and propaganda in more depth, with practical examples and real-world context. 👉 Copy & Paste The Link in a New Browser: https://youtu.be/NddHpbdYNu8?si=cV3eyhnz6K4cMOAw Persuasion, at its best, is not about pressure or control. It’s about clarity, respect, and choice . When we understand the difference between persuasion and propaganda, we become more thoughtful communicators, more ethical leaders, and more discerning consumers of information.  And in a world that moves quickly and reacts loudly, that kind of awareness matters more than ever.
Have you ever wondered why some messages resonate immediately, while others, even well-intentioned ones, fall flat? Often, the difference isn’t what is being said. It’s how persuasion is being delivered . Recently, I began teaching as a professor at a College , where I lead a Public Relations course called Persuasive Communication & Presentations . Many of the conversations in that classroom mirror what I see every day in leadership, business, and professional environments: people want to communicate clearly and persuasively, but they aren’t always sure why certain messages work and others don’t. This is where the modes of persuasion , sometimes referred to as persuasive proof , become incredibly helpful. In this blog, I’ll walk you through these foundational principles, explain why they matter, and show how they continue to shape effective communication today. If you prefer to watch or listen, the link included with this post will take you to my YouTube video on the same topic , where I explore these ideas in more depth. What Are the Modes of Persuasion? Persuasion isn’t manipulation. At its best, persuasion is about helping people understand, connect, and choose with clarity . The modes of persuasion come from the work of Aristotle , one of the earliest thinkers to formally study rhetoric, the art of persuasive communication. He introduced what we now call the rhetorical triangle , made up of logos, ethos, and pathos . Although these ideas are centuries old, they remain deeply relevant in leadership, business, Public Relations, presentations, and everyday communication. Logos: Logical Proof The first mode of persuasion is logos , or logical proof. Logos appeals to our reason and thinking mind . It answers questions like: Does this make sense? Is there evidence? Is the reasoning clear? In practice, logos shows up through: Facts and data Statistics and research Examples and explanations Clear cause-and-effect reasoning You might hear logos in statements like: “The data shows a measurable improvement.” “Research supports this approach.” “Here’s what the evidence tells us.” Logos is essential because it helps people understand . But understanding alone doesn’t always lead to trust or action. Ethos: Credibility and Trust The second mode of persuasion is ethos . Ethos is about credibility, character, and trust . It answers a quiet but powerful question: Why should I listen to you? Ethos is established through: Experience and expertise Transparency and honesty Consistency over time Alignment with shared values Ethos isn’t about authority for authority’s sake. It’s about showing up as someone who is reliable, grounded, and accountable . When ethos is strong, people are more open, even before you make your case. Pathos: Emotional Connection The third mode of persuasion is pathos . Pathos appeals to emotion and human experience . It answers: Why does this matter? How does this affect people? What’s the human impact? Pathos shows up through: Stories and personal examples Empathy and compassion Purpose-driven messaging This might sound like: “Let me share a story.” “This matters because it affects real lives.” Pathos is what makes communication memorable . People may debate facts, but they connect through feelings. Why All Three Matter The strongest persuasive communication uses all three modes together : Logos to explain Ethos to build trust Pathos to connect When one is missing: Logos without pathos feels cold Pathos without ethos feels manipulative Ethos without logos feels unclear When all three are present, persuasion feels natural, respectful, and effective . What This Looks Like in Business and Professional Settings These principles show up every day in the workplace. For leaders and business professionals, logos appears when explaining decisions or sharing data. Ethos is built through transparency, consistency, and integrity. Pathos shows up when leaders connect decisions to people, purpose, and impact. In dental offices and healthcare environments , these modes are especially important. Treatment discussions, financial conversations, team communication, hiring, onboarding, and change management all rely on persuasive communication. Patients and team members don’t just want information, they want clarity, trust, and reassurance . When communication balances logic, credibility, and empathy, conversations become clearer, resistance decreases, and trust grows, both internally and externally. At Enspire Dental Opportunities , much of the work I do with leaders and teams is grounded in these same principles of persuasive communication. Whether it’s leadership development, team training, communication workshops, or support around talent and culture, the focus is always on helping people communicate more clearly, lead more confidently, and build environments where both individuals and organizations can thrive. If this topic resonates with you and you’re looking to strengthen communication within your team or organization, I invite you to explore more of what we do at Enspire, or simply start a conversation. Sometimes the most meaningful change begins with clarity around how we communicate. Watch the Video Version If you’d like to explore this topic further, I’ve also created a YouTube video where I walk through the modes of persuasion with practical examples and real-world context. 👉 Copy & Paste: https://youtu.be/x3pMdmtj__E?si=kUgMskTh3gHc9ryn Persuasion isn’t about pressure or control. It’s about connection, clarity, and trust . When we understand how logos, ethos, and pathos work together, we become better communicators, stronger leaders, and more thoughtful influencers, whether we’re presenting, leading a team, or navigating everyday conversations. That’s the power of persuasive communication.
The Three Types of Arguments Used in Public Relations In Public Relations, persuasion isn’t about winning an argument. It’s about shaping perception, building trust, and influencing behaviour — thoughtfully and intentionally. Recently, I began teaching as a professor at Conestoga College , where I lead a Public Relations course called Persuasive Communication & Presentations . Many of the conversations in that classroom, and the questions students ask, mirror the same challenges leaders, business owners, and professionals face every day when trying to communicate clearly and persuasively. Whether you’re a leader, business owner, or professional communicator, the way you frame your message matters just as much as the message itself. Strong PR communication doesn’t rely on one tactic alone; it blends different forms of persuasion to inform, reassure, and connect. In this article, I’ll walk you through the three types of arguments commonly used in Public Relations , why they work, and how they show up in real-world communication. If you prefer to watch or listen, you’ll also find a link below to my YouTube video , where I explore this same topic in more depth. What “Arguments” Mean in Public Relations When we talk about arguments in PR, we’re not talking about confrontation or debate. In a Public Relations context, an argument refers to how a message is framed to influence understanding, perception, and response . PR arguments are designed to: Clarify information Establish credibility Build trust Create connection Encourage thoughtful action The most effective PR messaging uses a balance of logic, ethics, and emotion . 1. Logical Arguments: Appealing to Reason and Facts Logical arguments are grounded in evidence, data, and clear reasoning . They answer the question: Does this make sense? In Public Relations, logical arguments often include: Statistics and metrics Research and reports Timelines and explanations Cause-and-effect reasoning Examples might sound like: “Customer satisfaction increased by 30% after implementation.” “Independent audits confirm compliance.” “Here’s what the data actually shows.” Logical arguments are essential because they provide clarity and credibility. They help audiences understand the situation, the decision, or the outcome. However, logic alone rarely persuades. Facts inform, they don’t always motivate. 2. Ethical Arguments: Building Credibility and Trust Ethical arguments focus on credibility, integrity, and shared values . They answer a different question: Why should I trust you? In PR, ethical arguments show up through: Transparency and accountability Acknowledging responsibility Demonstrating leadership integrity Aligning actions with stated values Ethical messaging often sounds like: “We take full responsibility.” “Here’s what we got wrong — and how we’re addressing it.” “This decision reflects our values and commitments.” Ethical arguments don’t prove that an organization is perfect — they show that it is trustworthy . And in Public Relations, trust is everything. 3. Emotional Arguments: Connecting to the Human Experience Emotional arguments focus on people, stories, and impact . They answer the question: Why does this matter? These arguments appear through: Storytelling Personal experiences Testimonials Empathy and purpose-driven messaging Examples include: “Here’s how this decision affected real people.” “This matters because it impacts families and communities.” “This isn’t just a policy, it’s about people.” Emotion is what makes communication memorable. People may forget facts, but they rarely forget how a message made them feel. Why Strong PR Uses All Three The most effective Public Relations communication blends all three types of arguments : Logic explains Ethics builds trust Emotion creates connection When one is missing: Logic without emotion feels cold Emotion without ethics feels manipulative Ethics without logic feels vague When they work together, communication feels clear, credible, and human. How This Applies in Business and Dental Offices While these three types of arguments are rooted in Public Relations, they show up every day in business environments and professional workplaces, often without us realizing it. For business professionals and leaders , logical arguments appear when presenting data, justifying decisions, or explaining change. Ethical arguments are critical when building trust with teams, addressing challenges, or taking responsibility as a leader. Emotional arguments come into play when communicating vision, acknowledging uncertainty, or helping people understand why something matters. In dental offices , these principles are especially important. Treatment discussions, financial conversations, hiring, onboarding, team communication, and change management all rely on persuasive communication. Patients and team members don’t just want information, they want clarity, trust, and reassurance. For example: Logic helps explain treatment options, policies, or operational decisions Ethics builds confidence in leadership, providers, and the practice as a whole Emotion helps patients feel cared for and team members feel valued When dental professionals and office leaders intentionally balance all three, conversations become clearer, resistance decreases, and trust grows, both internally with teams and externally with patients. This is where effective communication directly impacts experience, culture, retention, and outcomes . Watch the Video Version If you’d like to explore this topic further, I’ve also created a YouTube video where I walk through the three types of PR arguments with real-world examples and practical context. 👉 Copy and Paste the link in a new browser: https://youtu.be/MzPKox0PexM Public Relations, at its best, is about clarity, credibility, and connection . When we communicate thoughtfully, using logic, ethics, and emotion together, we don’t just inform audiences. We build trust, influence behaviour, and create lasting relationships. These same principles apply whether you’re speaking to the public, leading a team, or guiding patients through important decisions. That’s the heart of effective communication.
The end of a year for me invites reflection; not the loud, performative kind, but the honest kind. The kind that asks not “What did I accomplish?” but “What no longer fits?” As I step into 2026, I’m not setting resolutions. I’m setting standards . Here are five things I’m consciously leaving behind in 2025, and five I’m carrying forward with clarity and intention. What I’m Leaving Behind in 2025 1. Overextending Myself to Be “Nice” Saying yes when my energy, time, or intuition said otherwise. Being kind doesn’t require being depleted. 2. Confusing Productivity with Purpose Busy days don’t always equal meaningful progress. I’m releasing the pressure to do more and choosing to do what matters. 3. Relationships That Require Me to Shrink Any dynamic where my growth feels inconvenient, threatening, or “too much.” Expansion should be welcomed, not negotiated. 4. Waiting for the Right Timing There is no perfect moment, only aligned ones. No more delaying decisions that my intuition already made. 5. Self-Criticism Disguised as Self-Improvement Growth doesn’t have to be harsh. I’m leaving behind the voice that mistakes discipline for punishment. What I’m Carrying into 2026 1. Clarity Over Chaos Fewer commitments. Clear priorities. Intentional space to think, lead, and create. 2. Strong Boundaries as a Form of Self-Respect Boundaries are not walls, they are guidelines for how I expect to be treated . 3. Calm, Confident Leadership Leadership rooted in self-awareness, emotional intelligence, and trust — not urgency or control. 4. Relationships That Feel Mutual and Grounded Where effort is shared. Communication is honest. And connection feels safe, not confusing. 5. Alignment as My Compass If it costs me my peace, clarity, or integrity, it’s too expensive. In 2026, alignment leads every decision. A Gentle Invitation As you step into this new year, I invite you to ask yourself: What am I ready to release? What deserves to come with me? Where do I need to raise my standards, not my expectations? You don’t need to become someone new this year. You simply need to honour who you already are becoming . Here’s to a year of intention, clarity, and aligned growth. ✨ Welcome to 2026.
The hiring landscape in dentistry has changed dramatically and permanently. The days of posting a job ad and waiting for a dozen qualified applicants to roll in are gone. Today’s dental professionals are selective, career-driven, and looking for more than just an hourly rate. They want culture. They want growth. They want to feel valued. If you want to attract and retain high-calibre team members, you need a recruitment strategy that reflects the modern dental workforce, not the one from ten years ago. 1. Hire Beyond the Résumé Skills matter, but culture fit is what keeps people long-term. One of the most common hiring mistakes dental owners make is focusing only on technical ability. The truth? You can train skill. You cannot train heart, integrity, or emotional intelligence. Your best hires will be the ones who align with your values, communicate openly, collaborate well, and elevate the patient experience. 2. Create a Clear, Compelling Employer Brand Top talent chooses workplaces that stand out. Your dental office needs to showcase not only what you do but who you are. This includes: Your practice philosophy Your leadership style What your team says about working with you Your commitment to mentorship and continuing education A positive, organized, healthy workplace culture Professionals want to join a practice where they can thrive, not just work. 3. Use Strategic Recruitment Instead of Passive Hiring Posting an ad alone won’t fill your vacancy. You need a layered recruitment approach: Active outreach to candidates Industry-specific sourcing Social media recruitment Networking and talent pipelining Employer branding support A consistent, respectful interview and onboarding process This is where many practices fall behind and where outsourcing recruitment becomes a major advantage. 4. Reduce Turnover by Investing in Team Training A strong team isn’t hired, it’s built. The most successful dental practices invest in soft skills, communication training, and personal development. These elements drastically improve: Team cohesion Patient satisfaction Leadership effectiveness Morale and motivation Retention and loyalty Whether through DiSC assessments, professional phone training, conflict resolution workshops, or leadership development, ongoing training strengthens your practice from the inside out. 5. Understand Your Legal Responsibilities (Ontario Highlight) Between probationary periods, employment standards, and termination requirements, owners must understand their obligations. For example, in Ontario, you can terminate an employee within the first three months without notice if a proper employment agreement exists. Without the correct documentation or legal wording, employers may owe statutory notice or pay in lieu, even within probation. This is why having well-structured HR processes is essential to protect your practice and ensure clarity for both parties. Ready to Build a Stronger, More Successful Dental Team? At Enspire Dental Opportunities, we specialize in: ✅ Recruitment for all clinical and administrative roles ✅ Permanent + temp staffing ✅ Leadership development & DiSC training ✅ Team communication workshops ✅ Professional phone skills and front desk training ✅ Onboarding support and ongoing mentorship Whether you’re struggling to find great candidates or you want to strengthen the team you already have, we’re here to support you every step of the way. 👉 Book a discovery call or start your search today: Melissa@EnspireOpportunities.com Your next great hire and your next level of team excellence starts with the right strategy. Let’s build it together!
If there’s one challenge almost every dental practice is feeling right now, it’s recruitment. Whether you’re searching for a skilled hygienist, a dependable assistant, or an experienced associate, the competition for great people has never been tougher. But here’s the good news: great candidates still exist, you just need a stronger, more strategic approach to reach and retain them. Why Hiring Is Harder Than Ever The landscape has shifted. Dental professionals today want more than a job; they’re seeking workplaces with strong culture, supportive leadership, career development, and a healthy work-life balance. If your practice isn’t highlighting these elements, attracting top talent becomes an uphill battle. The most successful offices are now taking a proactive approach to recruitment—one that involves intentional branding, strong communication, and meaningful internal development. What Today’s Dental Professionals Want Through hundreds of placements and conversations across Canada, we’ve seen a clear pattern. Top candidates want: 1. A Positive, Supportive Work Culture People want to feel respected, appreciated, and part of something meaningful. 2. Flexibility & Work-Life Balance Rigid schedules? Not appealing. Fairness and autonomy? Very appealing. 3. Growth, Mentorship & Training Strong candidates want to develop—not stagnate. 4. Stability & Long-Term Opportunity A clear future matters, even for part-time and temp roles. How Your Practice Can Stand Out You don’t need to overhaul your entire practice—small, strategic improvements can make a big difference: Highlight your culture in job ads Showcase your team and environment on social media Offer development opportunities like communication or leadership training Communicate quickly and professionally with candidates Refine your interviewing process to reflect your values When you do these things well, you won’t just attract candidates—you’ll attract the right ones. Why Team Training Matters More Than Ever Hiring is only half the battle. Retention is where practices often struggle. That’s where team training plays a critical role. At Enspire Dental Opportunities, we don’t just help you find great people, we help you keep them. Our training programs are designed specifically for dental teams and focus on: ✔ Everything DiSC® Team Assessments Building stronger communication, improving collaboration, and reducing conflict. ✔ Leadership & Emotional Intelligence Development Supporting owners and managers in leading confidently and effectively. ✔ Customer Experience & Patient Communication Skills Helping your team create unforgettable, trust-building patient experiences. ✔ Workplace Culture & Team Alignment Workshops Creating an environment where people feel valued, supported, and motivated. Great training transforms good teams into exceptional ones, and exceptional teams naturally attract top-tier candidates. When your culture and communication are strong, recruitment becomes easier, onboarding is smoother, and employees want to stay long-term. We’re Here to Support Your Hiring and Your Team Development At Enspire Dental Opportunities , we specialize in: Full-time and part-time recruitment Temp staffing across Canada Team training and development workshops Leadership coaching DiSC assessments for individuals and teams Whether you need one great hire or a complete culture reset, we’re here to help you build a team that thrives. Ready to Elevate Your Practice? If you’re hiring, or want to strengthen your existing team—now is the time to take action. 👉 Email us at: info @EnspireOpportunities.com Let’s elevate your team, strengthen your culture, and find the right people who will help your practice grow. Enspire Dental Opportunities: Your Edge in Recruitment, Leadership & Team Success.
Every thriving dental practice starts with one thing, people. The right team doesn’t just deliver great dentistry; they define your culture, elevate your patient experience, and determine your long-term success. Yet one of the biggest challenges many dental leaders face is finding individuals who don’t just fit the role, but grow within it. That’s where the connection between hiring and education becomes so powerful. Hire for Potential, Not Perfection A great hire isn’t always the person with the most years of experience — it’s the person with curiosity, adaptability, and a growth mindset. Skills can be trained. Character can’t. When you hire for attitude and align values, you create a team that can evolve with your practice and the ever-changing demands of dentistry. Education Builds Excellence Education is the foundation of team development. Ongoing learning — from communication workshops to leadership coaching — turns a group of individuals into a unified, high-performing team. The best offices don’t wait for problems to arise; they invest early and consistently in professional growth. The Ripple Effect When your team feels supported, capable, and confident, that energy radiates outward to patients, colleagues, and the entire community. A well-trained, motivated team doesn’t just improve performance; they transform your practice culture. Ready to Strengthen Your Team? At Enspire Dental Opportunities , we help dental leaders attract exceptional professionals and develop high-performing teams through customized recruitment, coaching, and training programs. Whether you’re hiring your next star team member or investing in your existing one, we’ll help you build a team that grows together. Visit www.enspireopportunities.com to learn more about our recruitment solutions and team development programs.
Rethinking Recruitment and Retention in Dentistry
