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
You need to adapt the type of the message (direct vs indirect) to the type of the audience.
Some audience will prefer a direct message, while others will prefer an indirect
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.
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