Introduction

Communication needs to be direct, concise and precise.

Aristotle's Model of Communication

Purpose & Effect

• What do I want the audience to do as a result of this communication?
• What is the objective?
• What is the desired outcome?
• What is the purpose of this communication?
• What do I want to achieve?

Communication Styles

External Communication

To who should we communicate?

• Media (TV, Radio, Newspaper, etc.)
• Customers / Potential Customers / Clients
• Suppliers / Partners / Distributors
• Government / Regulators / Investors
• Shareholders
• General Public / Community

Constituency Analysis

• What does the audience know? (terminology, jargon, etc.)
• What does the audience expect from you? (tone, style, etc.)
• What does the audience need to know? (context, background, etc.)
• Why is this information important to the audience? (benefits, etc.)
• How does the audience feel? (emotions, mood, ambiance, etc.)
• What will persuade the audience? (facts, figures, etc.)
• What can I do to facilitate their understanding of the message? (visuals, mediums, support, etc.)

Message

Direct Message

• Tell style: show bold image, show the facts, the features.
• Sell style: show the brand luxury, show the benefits, the lifestyle.

Indirect Message

• Consult style: show a possiblity, an idea, a concept that still needs approval from the audience.
• Join style: show the audience the idea and let them decide what to do with it.

Channels

What are they?

How to choose?

• Audience Preference: what do they prefer?
• How much involvement do you want from the audience?
• Do you want to control the time and place of the communication?
• Do you need a permanent record?
• Written, verbal, non-verbal?

Conclusion

Goal

The goal is to convey info clearly:

• clear: easy to understand
• structured: well-organized, easy to follow
• effective thinking

Pedagogy

Assume the reader knows nothing.

• Who does what?
• How?
• Why?
• What?
• What are the consequences?

Coherence

Audience must follow your thoughts: ideas must be organized.

KISS

• Always Simplify. Am I clear enough?
• Answer the questions: Who? What? When? Where? Why? How?
• Check spelling, grammar, punctuation, capitalization.