Becoming an effective communicator*
About the Author
Neil Flett CEO
As founder of Rogen International and now a director of RogenSi, Neil is one of Australia’s most experienced communication advisers, with 38 years’ experience in journalism, public affairs, training and consulting. He has worked with leading politicians, chief executives, board members and senior managers of large organisations in industries such as professional services, media, consumer goods, IT, chemicals, petroleum, manufacturing and retail. In 1993 Neil wrote many of the speeches and coached all the presenters for the successful Sydney 2000 Olympics Games bid presentation in Monte Carlo. He subsequently became a communication adviser to the Sydney Organising Committee for the Olympic Games.
By
Neil Flett CEO
Step 2 - Set Objectives
This is where we decide what is our objective for the communication? A good way to consider this is to ask:
What do I want my listener to do as a result of this conversation, or presentation?
Note that the question is very specific. It does not say: “what do I want to tell them?”. It demands that they DO something as a result…and that could mean changing their mind, buying something, agreeing with you; or thinking differently about the subject. But if you are to be effective, you must cause an effect. The more specific and simple we are about this, the easier it will be for our listener or listeners to walk away with the key messages that we intended.
Step 3 - Collect Evidence
So now you know about the audience and what they currently think about your subject…and you know what you want them to do as a result of your communication. But what will they need to hear to get them from where they are now to where you want them to go? It will be a blend of evidence: facts, statistics, examples, case studies, analogies, demonstration, testimonials, hypothetical examples and even visual aids.
And when you have the right amount of the right kind of evidence needed to convince the listener, you’re on the way to being effective as a communicator.
Step 4 – Structure your thoughts
Think about what you will say first, second and last. Because it’s important. Effective communicators get their listeners ready to receive their communication, then they communicate and then they make sure the communication has been received and understood. So think about telling the listener/s what you are going to cover (the subject and areas you will be talking about), then cover the areas and finalise summarise the key points from each area and ask them to do something. rogenSi has some 30 different structures for everything from an impromptu chat to a week-long conference…so you have plenty to choose from.
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