Communications 101 So you want to become better communicators? What you’ll hear is nothing earth-shattering--certainly isn’t brain surgery Yet there’s enough nuances that make seemingly simple concepts in theory, become very difficult in reality. Communications has a lot to do with intuition and common sense Communication is complex process that requires constant attention so that intended messages are sent and received. Inadequate communication is the source of conflict and misunderstanding. It interferes with productivity and profitability.

Agenda Communication Theory Communication Principles Communication Practices Message Mapping Tool Interviews/Presentations

To Improve Your Organization’s Communication Theory Why Communicate? To Improve Your Organization’s Performance

Are We Really Communicating?

Opening up the Wall Street Journal to a front page, right column article sounds like the beginning of a bad day. Opening up the paper to five articles from a variety of perspectives sounds like a very bad day. Lack of a database led to big recall Front page of the Money & Investing Section…. falling market share and stock price Ex-Worker Testifies….. A bit of a brighter spot on the Editorial Page…. Brock Yates known to car enthusiasts gives an alternate point of view. And finally, nothing like hearing that your company is the topic of a Senate Hearing… How inquiries are handled is one of my topics. How lawsuits are tracked is another that I won’t be exploring today. I would like to take a minute now to share my experience of handling inquiries and it’s very vital connection to managing issues.

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 1. Understanding this will be helpful as you work to improve your communication/presentation style.

It’s How You Say It – What Matters? Verbal Language What We Say ________% The words we choose How we put our words together to create meaning Appropriateness of our words 10 Speech How We Sound ________% Sounds, tones, volume, pitch, articulation Resonance – richness, fullness, quality Variation – emphasis 40 How We Appear ________% Gestures and movement Facial expressions and eye contact Presence - body stance and posture Visual Language 50

What We Say - Content Less is best Use colorful language Use pauses effectively Eliminate paralanguage The words we choose Appropriateness of our words Know your audience Run a sensitivity check Avoid jargon How we organize our words Vertical and horizontal communication Message mapping

Delivery Channels What we say How we say it Verbal How we say it Vocal, visual Delivery must be effective and professional Material presented must be solid and convincing With all the work and time you spent learning content of your material, the delivery of that content must be effective and professional. You represent the material you present--it cannot speak for itself. Therefore your spoken image must be solid and convincing communication.

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? Understand that only you know your audience. When communications or HR sends out messages for you to communicate, we craft those messages to appeal to the general employee audience. It is our expectation that you tailor these message based on the above dynamics of your staff. This is critical to the success of communicating.

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 Eye Contact is single most important communication skill or behavior. Pay attention to those in your audience and they will pay attention to you. Look at audience individually…smile at them…care for them…show interest in them. Say to them with your eyes, “thank you for listening to me.” The more you can help your audience feel that they are an involved part of your presentation, the more attentive they will be.

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 Picture is worth a thousand words. Gestures illustrate what you are saying. Not just arm flapping. Empower you with more enthusiasm and draw attention to your words. Should be aware of when, why and how you are gesturing. Also times when not appropriate to gesture--when someone is asking you a question. Use when describing: Numbers Location--over there, under, between, on top of, far, etc. Size--large, small, short, tall, etc. Can also gesture with head movement, raising eyebrows, smiling and overall body movement. Should come naturally and flow with your words.

Body Language Facial Expressions 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. One of the best ways to connect with audience. Easiest and most appealing facial expression is smile. Don’t take yourself too seriously. This can be conveyed easily through facial expressions. Don’t be lazy with expressions--they are consistent with your words: I was happy when I got a raise I was disappointed when I heard about the layoffs

Body Language Posture and Movement Convey conversational attitude to put people at ease Posture should be professional and comfortable Stand up straight Keep head up Move with purpose, then STOP--don’t pace (feet and hands) Sit? Key to posture and movement is to integrate your message with you.

Voice Relax – (If you can’t, go to next bullet) Breathe (don’t gasp) Project Your voice Your self Quality Rate of speaking Volume Inflection Articulation Rate of speaking, inflection, articulation and volume all add up to the vocal impact of our presentation. Relax--vocal cords won’t work properly if neck muscles are tense Breathe--you need air. Stand or sit up straight. Project--just beyond the last person Rate of speaking--strive for a comfortable pace Volume--loud enough to be heard by everyone Inflection--highs and lows show enthusiasm and personal interest--monotone Articulation--enunciate clearly. Clarity.

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 Know your key message points 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 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 Pre-interview discussions 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/Powerpointpresentation.ppt#95 If you didn’t write down the sites above try this - jim.worden@owenscorning.com Issue Management & Crisis Communications - http://glsites1/issuemanagement/ Media Tips

Good Luck!