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Make sure that your advertisements are diverse. Do not have photographs of just

one sex, one type of household or one racial group. Try to compose advertisements
and postings that contain people of different genders, familial groupings, races,

colors, etc.

Do not give directions to open houses or showings or provide any location references

in relation to landmarks that could illustrate a preference for a particular class. For

example, "Turn left on Second Street" is okay. "Turn left at the Synagogue" is not
okay.

Do not have magazines, calendars or photographs that could visually insult the
sensibilities of coworkers, clients or customers.

For example, magazines or photographs that contain scantily clad women or women

in compromising situations are inappropriate in the workplace.

Outline a harassment policy in your company manual or handbook that encourages

anyone who feels that he or she has been harassed or discriminated against for any
reason to notify Human Resources or management so that the problem can be

considered and appropriately handled.

Reach out to your surrounding community and find ways to better meet their needs.

There are lots of community programs that promote equality, community safety, and
education that could sincerely use your company's assistance.

Not only is this a great way for your company to appear active and concerned about

its clientele, but assisting in community projects can be a great way to bring your
associates together and encourage teamwork.

Lesson Summary

Ethos, we said, refers to utilizing authority and moral character to persuade, or

appealing to an audience by focusing on a speaker or writer's assumed moral or

TX Marketing II: Negotiation Techniques 80