Author:KimSoskinContributors: SusanCaraviello

PeteSamson JohnClarke

bcCommunicationBasicsMarch1998Copyright?1998Bain&Company,Inc.1communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda2communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda3communicationbasicsConfirmworkisonrightpathResolveopenissuesActonarecommendationCloseadealIngeneral,theobjectiveofcommunicationistoenableyourtargetaudiencetounderstandwhatyouintend.Specifically,mostbusinesscommunicationseekstoexcitethetargetaudiencetoaction.Source:BainPresentationSkillsWorkshopEffectiveBusinessMessages(1of2)4communicationbasicsPrecision,succinctness,andcomprehensivenessHonesty,accuracy,andlogicalTimelinessandrelevanceConvictionBusinessmessagesshareseveralcriteriaforsuccess.Source:BainPresentationSkillsWorkshopEffectiveBusinessMessages(2of2)5communicationbasicsSenderdeterminesintendedobjectiveandmessageSendertransmitsmessagethroughspeakingorwritingListenerreceivesmessagetakesininformationinterpretsitcreatesmeaningIftheinterpretationmatchesintention,communicationissuccessfulCommunicationissuccessfulwhenthemessageisreceivedasitwasintended.Source:Tannen,Deborah,“ThePowerofTalk:WhoGetsHeardandWhy”,HarvardBusinessReview,September-October,1995

HowCommunicationHappens6communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda7communicationbasicsClarityreinforcesthelogicofyourargumentistheinformationaccurateandpertinent?istheargumentlogical?doesitexcitetoaction?Connectionbuildsyourrelationshipwithyouraudienceisyourmessagerelevanttoyouraudience?doesyourinteractionstrengthenyourrelationshipwithyouraudience?Asyoudevelopyourbusinessmessage,focusonclarityandconnectiontoenableyouraudiencetobetterunderstand,accept,andactonwhatyoucommunicate.Source:BainPresentationSkillsWorkshopClarityandConnection8communicationbasicsSource:BainPresentationSkillsWorkshopCreatingaMessageTherearethreestepstocreatingamessage.Clarityandconnectionplayapartineachstep.ClarityConnection1.PlanDetermineyourobjectiveTargetdesiredoutcomeIsolatekeymessageIdentifyissuestoaddressAudiencecommunicationneedsImpactofmessageonaudienceYourowncommitmenttomessage2.DevelopStructuremessageTellthestoryGetfeedbackReviseTailortoaudience3.DeliverMonitoraudienceresponseCheckinStepUseappropriatemediaandexpression9communicationbasicsClarityinPlanning:DetermineYourObjectiveObjectivescaptureyourintentionforthecommunication.Theyrangefromdesiredpassivetoactiveresponsesfromtheaudience.IntentionObjectiveIncreaseawarenessofsituationspecificsInformCreateawarenessthataproblemexistsDrawattentionAchieveagreementthatactionshouldbetakenConvinceUrgetakingaspecificactionExcitetoactionPassiveResponseActiveResponseSource:BainPresentation:“MakingExcellentPresentations”10communicationbasicsClarityinPlanning:TargetYourDesiredOutcomeThedesiredoutcomeisthechangeinperceptionortheactionyouwanttheaudiencetotakeinresponsetoyourmessage.Source:BainPresentation:“MakingExcellentPresentations”IntentionObjectiveDesiredOutcomeIncreaseawarenessofsituationspecificsInformAudienceacknowledgesthenatureofthesituationCreateawarenessthataproblemexistsDrawattentionAudienceagreesthereisaproblemAchieveagreementthatactionshouldbetakenConvinceAudienceagreestoconsideroptionstocurrentactivityUrgetakingaspecificactionExcitetoactionAudienceimplementsrecommendation11communicationbasicsClarityinPlanning:IsolatetheKeyMessageIsolatethekeymessagebasedonyourobjectiveandthedesiredoutcome.Source:BainPresentation:“MakingExcellentPresentations”IntentionObjectiveDesiredOutcomeMessageExampleIncreaseawarenessofsituationspecificsInformAudienceacknowledgesnatureofsituationProductXislosingshareCreateawarenessthataproblemexistsDrawattentionAudienceagreesthereisaproblemSharelosswillhavesignificantimpactonearningsAchieveagreementthatactionshouldbetakenConvinceAudienceagreestoconsideroptionstocurrentactivityMarketingofProductXisineffective,changesrequiredUrgetakingaspecificactionExcitetoactionAudienceimplementsrecommendationChangethepricingstructureofProductXPassiveResponseActiveResponse12communicationbasicsOutlinetheaudience’sconcernsidentifyproblemsandopportunitiesclarifyquestionsdescribeobstaclesOrganizedatatosubstantiateyourunderstandingoftheissuesExplorestrategiestoresolveissueswhenappropriate,makearecommendation(s)Onceyouknowtheobjective,thedesiredresult,andthekeymessage,identifytheissuestoaddress.Source:BainPresentation:“MakingExcellentPresentations”ClarityinPlanning:IdentifytheIssuestoAddress13communicationbasicsSuccessincommunicationhingesuponathoroughunderstandingofyouraudience.Source:BainPresentation:“MakingExcellentPresentations”LevelandInfluenceCEO/PresidentOperatingManagersAnalysts/techniciansSophisticationEducationFamiliaritywithdetailsofsituationbeingdiscussedFluencyinbusinessconceptsandmodelsInformationProcessingStyleWordsvs.data/graphicsActivevs.passiveDirectivevs.participativedecision-makingConceptualvs.practicalCommunicationEnvironmentWrittenororalOne-on-oneDiscussionLecture/speechControversialNatureofConclusionsPrior/existingbeliefsCareer/powerimpactofanalysisandrecommendationsOrganizationcultureExistingRelationshipTenureStrengthClientPerspectivesAttitudetowardtopicAttitudetowardBainAttitudetowardyouConnectioninPlanning:ConsiderYourAudience14communicationbasicsSource:BainPresentationSkillsWorkshopCommunicationeffectivenessincreasesthemorethesenderlinksthemessagetoaudienceneeds.Audience-focusedNeedMessageObjectiveCommitmenttospecificactionorrecommendationComfortlevelconcerningworkCredibilityinyourknowledge,experience,andexpertiseAwareness,opportunitydefinitionDataandotherinformationDriveadecisionoractionDemonstrateprogressalongatimelineShowcaseworkandeffortscompletedDrawattentiontoimmediatecriticalfactorsProvideinformation-“datadump”ConnectioninPlanning:AudienceCommunicationNeeds15communicationbasicsMessagemayseemstraightforwardtoyou,but...Impactmaybeverycontroversialtoaudiencemessagemayconflictwithaudiencebeliefsandvaluesanalysismayhaveimpactonreceiver’sperformanceandcareerrecommendationsmayhaveimpactonreceiver’spower/careermessagemayconflictwithorganization’scultureAudiencewillresistcontroversialaspectsofmessagemayacceptlogicbutrejectactionIfyouarenotempathetictoaudiencereaction,youwillrisklosingbuy-inAwarenessofthefullimpactofyourmessageonyouraudienceisessentialtoplanning.Source:TerryPearce,LeadingOutLoud(Jossey-Bass,SanFrancisco,1995)ConnectioninPlanning:ImpactonListener16communicationbasicsAsanaudiencereceivesamessage,theyareassessingwhethertoacceptorrejectitstrongindicatorisconvictionofpersondeliveringthemessageifyoudon’tbelieveinwhatyousay,whyshouldthey?Audienceassessesyourlevelofcommitmentto:themessagetherelationshiptheirsuccessYouraudiencewon’tacceptandactonyourmessageiftheysenseyouarenotcommittedtoit.Source:TerryPearce,LeadingOutLoud(Jossey-Bass,SanFrancisco,1995)ConnectioninPlanning:ImpactofPersonalCommitment17communicationbasicsFindyourownsourceofengagementandconvictionintheworkitselfinthework’simpactonyourdevelopmentandcareerinthemessageintherelationshipintheoutcomeStriveforpersonalauthenticitybyconsideringyourownsourceofengagementinandcommitmenttoyourmessage.Source:BainPresentationSkillsWorkshopConnectioninPlanning:DiscerningYourCommitment18communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda19communicationbasicsBeclearsaypreciselywhatyoumeansayeverythingthatneedstobesaidsaynomorethanisnecessarysayitsimplyanddirectlyConvincewithlogicusestructuredargumentgatherandorganizeevidenceConnectbytailoringyourmessagetoyouraudienceMakeyourmessagecomprehensive,butconcise.Source:BainPresentationSkillsWorkshopDevelopingYourMessage:BasicConcepts20communicationbasicsStructuregoverns:sequenceofideasorderpriorityrelationshipbetweenideaslogicresultingstorylineUsealogicalstructuretopromotemessageclarity.Source:BarbaraMinto,ThePyramidPrinciple,(London:PitmanPublishing,London,1987)ClarityinMessageDevelopment:StructuretheMessage21communicationbasicsAudiencehaslimitedamountofmentalenergyto:recognizewordsandinterpretideasdeterminerelationshipsbetweenideascomprehendsignificanceofideasStructureallowscomprehensionwithleastamountofmentaleffortincreasesaudience’sabilitytograspquicklyideas’significanceStructuringideasfocusestheaudience’smentalenergyonthemostimportantactivity:comprehendingthesignificanceofwhatyouhavetosay.Source:BarbaraMinto,ThePyramidPrinciple(London:PitmanPublishing,London,1987)ClarityinMessageDevelopment:BenefitsofStructure22communicationbasicsBuildonAnswer-FirstworkplanningorganizationpyramidstructureusedtoorganizeanalysisandworkprocesslogicallyApplysameapproachtostructuringcommunicationleverageslogicstructurefromanalysisphasesavestimeincreasesclaritypromotesunderstandingandretentionreduceslengthofcommunicationAdaptAnswer-Firstworkplanningtostructuringyourcommunication.Source:BainPresentationSkillsWorkshopAnswer-FirstStructure23communicationbasicsAnswer-Firstsequencesideasinalogical,top-downorder.Source:BarbaraMinto,ThePyramidPrinciple(London:PitmanPublishing,London,1987)SituationComplicationQuestionAnswerKeyAssertion1KeyAssertion2KeyAssertion3SupportingAssertionSupportingAssertionEvidenceEvidenceAnswer-First24communicationbasics

TheAnswer-Firststructureuseslogictopromoteclarity,understanding,andretention.Thestorylineuseswordstomakeyourcommunicationcompelling.Source:BarbaraMinto,ThePyramidPrinciple(London:PitmanPublishing,London,1987)Instructuringyourmessage,youhavedeterminedoverallcontentwhatpointstomakewhentomakethemIndevelopingthestoryline,youmusttranslatethestructurecontentintospecificwordsthatengagetheaudiencewhattosayabouteachpointhowyouwillsayitClarityinMessageDevelopment:TellingtheStory25communicationbasicsAddinformationandmeaningtoeachassertion,keypointandsupportingpoint.Source:BainPresentationSkillsWorkshopBuildeachpointsothatitinformsandhasimpactsetitupprovidecontextdefinenewterms,conceptsconveyitexplainthepointproveitdiscussyourevidenceandanalysisconnectitexplaintheimpactontheaudienceconnecttothebiggerpictureDon’tleaveoutanythingthatisnecessaryDon’tincludeanythingthatisnotnecessaryClarityinMessageDevelopment:BuildingtheStory26communicationbasicsBuildtransitionsclearlyindicatetransitionpointsexplainrelationshipbetweenideasbetweenkeypointsbetweensectionsdescribefocusofnewideaorsectionTailorforaudienceconsiderwheretheywillneedmoreorlessinformationreviewandreviseforaudiencecommunicationneedsreviewandreviseforclarityandprecisionSource:BainPresentationSkillsWorkshopUselanguagethathelpstheaudiencefollowyourlogicandhearwhatyouintendtosay.StrengtheningtheStory27communicationbasicsUsethedataasevidencefortheinsight,notasanendinitselfdata:“Salesfiguresforthelastthreeyearsare$7M,$6M,and$5.2M”insightandmeaning:“Saleshavefallensteadily,andourplaceinthemarketisprecarious”Usefacts,avoidspeculativeassumptionsListsourcestoincreasecredibilityBeprecisepeopleequatespecificitywithcertaintyuse“7,242newwidgets”avoid“largesupplyofnewproduct”Frameevidencetomakeyourcommunicationengagingandconvincingratherthandryandboring.Source:BainPresentationSkillsWorkshopUsingEvidence28communicationbasicsUseyouraudienceanalysistoassessyourmessagefromtheirviewpointimpactofthemessageontheaudienceaudience’scommunicationstyleHelpyouraudienceunderstand--andretain--whatyousayprovide“memoryimages”thatsummarizeinformationpresenteduseexamples,analogies,comparisonsandimagesavoidjargonOnceyouhavefullydevelopedyourmessage,reviewitfromyouraudience’spointofview.Source:TerryPearce,LeadingOutLoud(1986,JosseyBass,SanFrancisco)ConnectioninMessageDevelopment:TailortoAudienceNeeds29communicationbasicsWhendraftisfinished,getfeedbackandreviseaskforinputfrompeoplewhoknowyourobjectiveandtopicknowyouraudiencewillprovidehonestfeedbackaskthemtoidentifywhereyoucanbemoreconcisehavemoreimpactbetterfocusonaudienceneedsincludeanythingyouhavemissedForimportantcommunications,don’trelyonyourownperceptions.Getfeedbackonyourdraftandrevise.Source:BainPresentationSkillsWorkshopsClarityinMessageDevelopment:GetFeedbackandRevise30communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda31communicationbasicsToensureyouraudienceunderstandsyouencouragefeedbackaskforideasandquestionsfromaudiencelistentocommentstogaugelevelofunderstandingaskquestionslistentoresponsestogaugelevelofunderstandingToassistretentionofyourmessageassociatenewideaswiththosefamiliartolistenersuserelevantexamples,comparisons,analogiesandmetaphorsperiodicallysummarizepoints,emphasizingkeymessageuseslides,providehandoutsWhenyouspeak,includetheaudiencesoyoucanhelpthemunderstandandretainwhatyousay.Source:BainPresentationSkillsWorkshopMakingItWork32communicationbasicsRegardlessofthesizeofyouraudience,focusonhowyoulook,howyouspeak,andwhatyousay.Source:BainPresentationSkillsWorkshopHowYouLookFocusonlistener,notslidesPresentinbalanced,openstanceTalkonlytopeople,notequipmentTalktoonepersonatatimeHowYouSpeakUseshort,activesentencesUse“spoken”EnglishPausebetweenideasSpeaksoyoucanbeheardWhatYouSayThinkbeforeyouspeakShareinsights,noteffortsSharemessage,notdataClarityinDelivery:SpeakingGuidelines33communicationbasicsUseAnswer-Firstformatsetthecontextenumeratekeypoints,thendetails“Iwanttoupdateyouon2keyissues”“Thefirstistheresponsefrommanagementtoourproposal.”“Thesecondisthefinalanalysisofourcustomerinterviews.”“Managementresponsewaspositive….”beforceful,direct,andbriefuseshort,simplewordsuseshort,clearsentencesuseactiveratherthanpassivevoicesummarizeincludeactionstepsPackageideaslogically,directly,andconciselywhenmakingBainpresentations.Source:BainPresentationSkillsWorkshopBain’sSpeakingStyle34communicationbasicsPrepareknowyourobjectiveanddesiredoutcomeknowyourkeypointsknowyouraudienceanticipatereactionsandconcernsvisualizeyourselfpresentingintheactualsituationinrealtimePractice--outloudEngageyouraudienceina“one-on-one”dialoguemaintaineyecontactdeliveroneideaatatime,toonepersonatatimebreatheaskaudiencequestionsrespondtoaudiencequestionsandobjectionsUsepreparationandconnectiontoreducenervousness.Knowinadvancethedesiredoutcomeandtheoverallflowofthestoryline.Connectwithyouraudience.Source:BainPresentationSkillsWorkshopIfSpeakingMakesYouNervous...35communicationbasicsListeningisfundamentaltobuildingasenseofpartnershipwithaudienceallowsrealexchangeofinformationgivesspeakerinsightintolistenerHowever,mostofusdonotrecognizetheroleoflisteningwhenspeakingfocusedonwhatwewanttosayandaccomplishhaveneverlearnedhowtolisteneffectivelyTohaveimpactwhenyouspeak,youyourselfmustlearntobeaneffectivelistener.Source:BainPresentationSkillsWorkshopConnectioninDelivery:TheImportanceofListening36communicationbasicsListeningisafourstepprocess:Speakersoftenmisstwoofthefourstepsoflistening--resultinginmisunderstanding.Source:BainPresentationSkillsWorkshopHearInterpretUnderstandRespondHearInterpretUnderstandRespondToooftenwemovedirectlyfromHEARtoRESPONDTheresultismisunderstandingbetweenspeakerandlistenerStepstoListening37communicationbasicsStoptalkingandreflectonyouraudience’scommentorquestion,andfeelingscheckinifyoudon’tunderstand:whatisbeingsaidwhyitisbeingsaidcheckinifyouseebodylanguage,facialexpression,and/orheartonethatconveys:thereismoreintheircommentthanwhatthewordssaytheyappeartobeconfused,angry,lost,orhaveanotherpointofviewCheckyourinterpretationwithyouraudiencebeforeyourespondtocommentsorquestions.Source:BainPresentationSkillsWorkshopMonitorAudienceResponse38communicationbasicsCheckinby:askingquestionstogathernewinformation“I’mnotsureIunderstandwhatyoumean.Couldyoutellmemore?”“Iunderstandwhatyou’resaying,butnotexactlywhy.Wouldyouexplainthatforme?”confirmingtheinformationyouhaveandyourinterpretationofit“Soyou’reconcernedthatthetimingisoff,andwecouldmissyourdeadline,right?”Checkinbyinteractingwithyourlistener.Askquestionsand/orconfirmyourinformationandinterpretation.Source:BainPresentationSkillsWorkshopCheckingIn39communicationbasicsListenercanthinkfourtimesfasterthanaspeakerspeaksmightloseinterestinspeakermightanticipatewhatthespeakerintends--incorrectlyUsethinkingtimetolearnmoreaboutyourlistenerlistenbetweenthelinesassessthespeaker’spointofviewregardingyourpointandtopicanticipatewhatmaybecomingnextweightheevidence,proandcon,presentedbythespeakermentallysummarizewhatthespeakersayswhilelisteningYouraudiencethinksfasterthanyouspeak.Source:BainPresentationSkillsWorkshopListeningandThinkingSpeed40communicationbasicsObjectivesofcommunicationPlanningyourmessageDevelopingyourmessageDeliveringyourmessage:speakingDeliveringyourmessage:writingKeytakeawaysAdditionalresourcesAgenda41communicationbasicsUseAnswer-Firststructureconveykeypointsimmediatelyprovidesolidlogicusestructuretoleveragereader’stimeBeconciseWritewellSource:BainPresentationSkillsWorkshopPresentideaslogically,directly,andconcisely.BainWritingStyle42communicationbasicsUsetheactivevoiceUsepreciselanguageUseplainEnglishuserealwordsinsteadofjargonUseappropriategrammar,spelling,andpunctuationTowritewell,observefourguidelines:Source:BainPresentationSkillsWorkshopClarityinDelivery:WritingWell43communicationbasicsPuttheactorbeforetheactionpassive:“TheearningsofCompanyXwereincreasedin1997”active:“CompanyXincreasedearningsin1997.”Saywhoacted,notjustwhatwasdonepassive:

“Anewrecommendationhasbeenprepared.”

active:“Thecommitteepreparedanewrecommendation.”Source:JanisChanandDianeLutovitch,ProfessionalWritingSkills(SanAnselmo,CA:AdvancedCommunicationDesigns,Inc.,1991)Usetheactivevoice.WritingWell:ActiveVoice44communicationbasicsWritingWell:PreciseLanguageUsepreciselanguageratherthanvagueterms.LocatetermsthatconveygeneralitiesReplacethemwithspecifics“CompanyX’smarketsharehasdecreasedanVague:“CompanyXhasbeenintroubleforawhile.”MoreSpecific:“CompanyXhaslostmarketshareoverthelastfouryears.”MostSpecific:averageof6%eachyearforthelastfouryears.”Source:JanisChanandDianeLutovitch,ProfessionalWritingSkills(SanAnselmo,CA:AdvancedCommunicationDesigns,Inc.,1991)45communicationbasicsReducecomplexityandspeakinplainEnglish:complex:“Ahalttotheongoingoverrunsisabsolutelyimperative.”plainEnglish:“Theoverrunsmuststop.”Avoidanyjargon,made-upwordsandacronymsnotsharedbyyouraudiencejargon:“Wewill80/20the4CsanalysisandsubjecttheresultstoasnifftextusingrelevantBDPs.”made-upwords:maximization,impactfulness,contextualizationacronyms:BRAVA,RADAR,OPERAUseplainEnglishandrealwords.Source:Janis,ChanandDianeLutovitch,ProfessionalWritingSkills,(SanAnselmo,CA:AdvancedCommunicationDesigns,Inc.,1991)WritingWell:PlainEnglish46communicationbasicsThefocusgroupisbeingrunbytheclient’staskforce._____________________________________________________________________________________________________________________AcopyofthepurchasereceiptmustbestapledtothetimeandexpensesreportbeforeforwardingtoAccounting.______________________________________________________________________________________________________________________________ThedraftoftheclientproposalisattachedforyourreviewanditsreturnbyMarch15wouldbegreatlyappreciated.______________________________________________________________________________________________________________________________

a.b.c.1.Rewritethesesentencessotheyareactiveanddirect.WritingWell:Exercise47communicationbasicsRecently,welookedataplacethatmightworkfortheclient.______________________________________________________________________________________________________________________________Thereisalottocoverinthemeetingtoday,soleavetimeinyourschedule.______________________________________________________________________________________________________________________________Thepresentationwasadisaster.We’retoast.______________________________________________________________________________________________________________________________a.b.c.2.Re-writethesentencesbelowsothattheyareprecise.Useyourimaginationtoprovidedetails.WritingWell:Exercise48communicationbasicsWritingWell:Exercise3.Sometimesthewordsbelowontheleftmaybeappropriate.Moreoften,however,simpler,plainEnglishwouldbemoreeffective.Listsimpler,moredirectalternativesinthespacetotheright.PriortoSubsequenttoImplementUtilizeSupplemental49communicationbasics1.Activeanddirecta.Theclient’staskforceisrunningthefocusgroup.b.StapleacopyofthepurchasereceipttothetimeandexpensereportbeforeforwardingittoAccounting.c.PleasereviewthisproposaldraftandreturnitbyMarch15.Thanks.2.Precisea.Lastweek,wefoundalocationthatcouldsavetheclient$6,300inleasingcosts.b.We’llbeoutliningresponsibilitiesfortheregionalconferenceatthemeetingthisafternoon,soplanonatleasttwohours.c.Theclientcompletelydisagreedwithourreasoninginthepresentation.WeneedtotalkwithCarlaandJackimmediatelyifwewanttokeepthisaccount.WritingWell:Answers(1of2)50communicationbasicsWritingWell:Answers(2of2)PlainEnglishPriortoBeforeSubsequenttoAfter,followingImplementStart,beginUtilizeUseSupplementalExtra3.FussyEnglish51communicationbasics1.Openwithadescriptionofsubjectandpurpose2.Statekeypointsfirst3.Elaborateonkeypointsprovideinformation,data,analysisprovideonlywhatisrelevantseparateoutsupportingdata-useasbackup4.Clearlystatedesiredaction5.Endwithofferofadditionalhelp,ifneededClearlyconveythecommunication’sfunction.Source:JanisChanandDiane