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Classic

Introduction

Communication needs to be direct, concise and precise.

Aristotle's Model of Communication

Aristotle's Model Image Aristotle's Model Image

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

Tannenbaum Schmidt Continuum Image Tannenbaum Schmidt Continuum Image

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

Lexus Ad Image

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

Indirect Message

Nissan Ad Image

  • 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?

Communication Channels Image Communication Chan Image

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

Communication Process Image Communication Process Image

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

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

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