Transcript Communications 101

Communications 101
Agenda
• Communication Theory
• Communication Principles
• Communication Practices
• Message Mapping Tool
• Interviews/Presentations
Communication Theory
Why Communicate?
To Improve Your Organization’s
Performance
Are We Really Communicating?
Communication Principles
• Have an agenda
• Anticipate questions
• Stay within your boundaries
• Take control
• Keep your cool
It’s Not So Much What You Say
• Our behavior affects the perceptions and attitudes
people have about us.
• Communication impact:
– What you say 30%
• Content, Words
– What they see 40%
• Pictures, Graphs
– Engage, touch 70%
• Models, Products, Tools
It’s How You Say It – What Matters?
Verbal
Language
Speech
Visual
Language
What We Say
________%
10
• The words we choose
• How we put our words together to create
meaning
• Appropriateness of our words
How We Sound
________%
40
• Sounds, tones, volume, pitch, articulation
• Resonance – richness, fullness, quality
• Variation – emphasis
How We Appear
________%
50
• Gestures and movement
• Facial expressions and eye contact
• Presence - body stance and posture
What We Say - Content
The words
we choose
• Less is best
• Use colorful language
• Use pauses effectively
• Eliminate paralanguage
Appropriateness
of our words
How we
organize
our words
• Know your audience
• Run a sensitivity check
• Avoid jargon
• Vertical and horizontal communication
• Message mapping
Delivery Channels
• What we say
– Verbal
• How we say it
– Vocal, visual
• Delivery must be effective and professional
• Material presented must be solid and convincing
Understanding Yourself
• How do people perceive you?
– Aggressive, submissive, long-winded, big picture,
tactical, professional, smart, etc.
• Introvert or Extrovert?
• Do you like to communicate or would you prefer
to work independently all day everyday without
having to talk with anyone?
Understanding the Audience
• Hostile, friendly or neutral?
• How favorable towards my point of view?
• How willing to accept new ideas?
Body Language
• Eye Contact
– Look at audience individually
– “Thank you for listening to me”
– Rotate audience attention
• make each person in audience of 20 believe presentation
involves them personally
• 2-3 seconds of sincere, natural and sustained eye contact
• with a large audience, pick several people in different parts
of the room
Body Language
• Gestures
– Descriptive and specific visual pictures of words
• Illustrate key points
– 55% of impact comes from what people see
– Avoid random hand movements
• Emphasis
– Use when describing:
• numbers, location, size
– Get out of your body space
Body Language
• Facial Expressions
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A simple smile - Best way to comfortably connect
Part of “how” we say things
Automatic response to help illustrate words, feelings
Carry yourself as a success--express it with your face
• pride for topic, happy to be here, etc.
Body Language
• Posture and Movement
– Convey conversational attitude to put people at ease
– Posture should be professional and comfortable
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Stand up straight
Keep head up
Move with purpose, then STOP--don’t pace (feet and hands)
Sit?
Voice
• Relax – (If you can’t, go to next bullet)
• Breathe (don’t gasp)
• Project
– Your voice
– Your self
• Quality
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–
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Rate of speaking
Volume
Inflection
Articulation
Communications Practices
• Message Mapping
• Media Tips
• Tools
Use message mapping…
and hit your communication targets
• A strategic visualization and framework process
• Focuses on goals and desired outcomes
• Creates a clear chain of thoughts
• Streamlines key points using rule of 3’s
• Can be used for any communication situation
Your Message Mapping Tool
Vertical mapping
organizes and
clarifies your
message – key
messages
Horizontal
mapping allows
you to brainstorm
and colorize your
message –
ancillaries that
help the audience
understand or
retain the key
messages.
Message Mapping Sample
CO – Overcome Fear of Blank Sheet of Paper
• Introduction
– Eliminate wasted time
– Reduce anxiety
– Communicate clearly
• Message 1 - Background
– Situation background
– Gather available data
– Survey popular opinion
• Message 2 - Info.
– Develop new data
– Research current trends
– Provide your input
• Message 3 - What’s in it for me?
– Determine audience
– Outline content
– Review draft with 3rd party
• Closing
– Time saved
– BP lowered
– Issue successfully
resolved
Background, Info, What’s in it for you
Message Mapping Guidelines
• First, think about the overall desired outcomes for the presentation. What is
the audience you want your audience to leave with? Then, think about
three key messages that support that overall outcome. Put them in the
three middle boxes (vertical).
• Once the vertical section of the message map is complete, you can think
about the horizontal pieces. These can be stories, examples, slides, a prop,
etc. Since the focus of the presentation should be on the presenter, these
are ancillaries that help the audience understand or retain the message.
• Next, think about three supporting points to each of those key messages.
They go next to the lines coming out of the boxes (horizontal). These
should be words or phrases, not sentences.
• In the Introduction you want to grab your audience’s attention. Maybe use a
short story or anecdote that relates to your message to get them interested
in what you have to say. Also, tell them what you’ll be talking about – the
three key messages.
• In the close, you want to again reiterate the three key messages.
Rules of Media Engagement
• Your have rights
– To be treated courteously
– To keep the discussion in your area
• No “right of review”
– Not in an interview
– Not in “real life”
Avoid Media Conflict
• Be polite – Meet ‘em half way, take another step
• Understand that media are doing their job
• Don’t overstep your bounds, i.e., try to prohibit
media from doing something they know they can
do, such as photograph the facility from public
property
• Stick to the facts, stick to your messages
• Don’t Lie……. EVER!
Media Tips
• Have your own agenda
– Your job is not to answer media questions
– Your job is to deliver your message
– Use tough questions to deliver key messages
• Know your key message points
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Maximum of three
What do you want to see on TV or in the newspaper?
What do you want REMEMBERED?
Say it! Repeat it!
Say it again, Repeat it with emphasis!
Media Tips
• Buying time
– Can’t talk now; I’ll call you back…. And DO IT!
– What do you want to know?
• Pre-interview discussions
– Preview the questions – “What’s your angle?”
– Clarify your expertise in advance
• Anticipate “hard” questions
– Avoid surprises
– Use to “bridge” to key messages – (Limb to Trunk)
Media Tips
• Body language (sit up & look at interviewer)
• Take control (deliver messages)
• Avoid repeating negative statements
• Avoid “no comment”
• There is no such thing as “off the record”
• Repeat key messages
• The interview isn’t over until the reporter is gone
After A Crisis….. Or, Presentation
• Hold post-crisis/presentation review
• How to prevent a similar crisis in the future?
• How to improve performance the next time?
• Get feedback from your team and audience
• Analyze media coverage
• Plan proactive communication
• Schedule formal communication/media training
What If It’s Not a Crisis/Presentation?
• Performance appraisal
• Job interview
• Communicating with children/parents
• School Board meeting
• Community volunteer activity
• REMEMBER -----------------------------------
Communication Principles Apply
• Have an agenda
• Anticipate questions
• Take control
• Keep your cool
• Stay within the boundaries
Other Resources
• A primer on preparing and delivering a PowerPoint
presentation http://www.etsu.edu/edc/EDC%20Training%20Handouts/
Effective%20Presentations%20Skills.ppt#1
• And another one http://www.cellbio.duke.edu/faculty/Hogan/Powerpoints/P
owerpointpresentation.ppt#95
• If you didn’t write down the sites above try this [email protected]
• Issue Management & Crisis Communications http://glsites1/issuemanagement/
• Media Tips
Good Luck!