Social Networking tools are steadily becoming engrained in our lifestyles, and the increase in Socially optimised smartphones only goes to cement their future. So how does this trend help produce more effective communication? It all comes down to how well you know your audience.

It makes sense that the switched on, technologically savvy business person should embrace this phenomenon with open arms. However many would argue that the prevalence of social networking, whether it’s Twitter, Facebook, MySpace or the myriad of other flavours is costing business a fortune in un-productive hours spent… well, doing pretty much anything but working. So where should you draw the line?

Here’s an interesting article from Business Week referencing a new book by Cliff Atkinson “The Backchannel” where Atkinson makes the argument for embracing Twitter to the extent of actively encouraging your audience to tweet whilst you are speaking.

See what you think here… http://www.businessweek.com/smallbiz/content/dec2009/sb20091214_245145.htm

Phil Wright has been working in the creative comms industry for over 15 years and is a director of Oxford Creative.

Government show an understanding of effective communications

Here is another good example of how the rules of effective communications can be used for success. It emerged in the news yesterday that plans to raise taxpayers’ contributions to MPs’ pensions have been dropped, ahead of a Commons debate. (see http://news.bbc.co.uk/1/hi/uk_politics/8117846.stm for the full article).

What’s this got to do with communications? Lots! The government have taken on board two of the key rules to effective communications, all be it at the last moment!

They’ve proved that they know their audience; they understand the mood of the country. In the current climate after the MPs expenses scandal they understand that to ask the taxpayer for more money to line their pockets would be political suicide.

In order to succeed a communication has to be relevant. Fortunately for the government someone noticed that this motion fell far short of being relevant, the timing was wrong and the taxpayer would not feel that what was being suggested was neither measured nor appropriate.

Instead by dropping their plans the government has made an attempt to communicate their empathy and understanding of the mood of the nation.

We’ll be looking more at knowing your audience and relevancy of communications in the next part of my blog on producing effective communications.

Phil Wright has been working in the creative comms industry for over 15 years and is a director of Oxford Creative.

The key to success

This series of articles will dramatically increase your chances of success by turning basic communications into effective communications. 

How often have you heard the phrase “communication is the key to success”? I would argue that this statement is misleading and that some communication is possibly more damaging than no communication at all. So in these articles I have decided to focus on how to produce effective communications. By implementing the simple steps outlined here, you will dramatically improve your communications; and take huge strides in achieving success.

I realised that I wanted to write this article, but it is such a large subject that I have split it into 4 parts. This first part focuses on the basics, what are the fundamentals in effective communication. In future articles we will look at presentation techniques including the pitfalls of PowerPoint, the importance of a critical eye and the review process. But for now let’s get the basics right.

Set clear objectives

Setting clear objectives may seem like common sense, but do you really think about what you’re setting out to achieve? Sure you know the subject you want to discuss, but have you thought about the outcome you’re looking for? I’m constantly amazed at the number of people who think there is only one way to deliver a message. If you don’t know what your communication needs to achieve, then the chances of it doing what you want are purely down to luck.

So think about why you are communicating, what information you need to share. Do you need your audience to take action after the communication? Are you looking for initial hand-raisers or customers prepared to sign on the dotted line? Do you need people to take out precise details or a broad overview of your subject?

Each objective may require a different approach to your communication; remember one-size doesn’t always fit all. It may be that you can’t hit all of your objectives from one communication. Be honest, if you can’t don’t try. All you’ll end up doing is diluting another part of your message.

I can’t stress this enough, but keep referring back to your objectives. You’ll surprise yourself at how easy it is to stray off message. Be critical of your material, you will only achieve the outcome you desire if you are continually referring back to your objectives.

Engage your audience

This is critical. If you haven’t engaged your audience then there’s little point in doing anything else, you’ve lost them and you’ve lost your opportunity. An engaged audience is attentive, they hang on your every word. They are interested in what you have said and what you’re going to say next.

It stands to reason, but so often when putting together a presentation or other communication, you get so tied up in your subject, you forget about the most important part – your audience. Put on a show, be expressive, be impassioned, talk with enthusiasm, and raise the expectations within your audience.

Think: what will make the audience sit up and take notice? You don’t have to stand up to present wearing a superhero costume, or write your blog in a 50pt typeface, what you need to do is find something in what you’re saying that people will be interested in. If the audience isn’t interested in what you’ve got to say, save your time and energy and do something else instead.

OK so it’s not always easy to find something engaging in your presentation, maybe you have to communicate a very dry subject. So here are some tips that may help you find the right angle for your audience:

• 1. What are the benefits? Features are all very well, but it’s the benefit that 9 times out of 10 will make the sale.
• 2. What’s remarkable in what you’ve got to say? Are there any statistics that stand out, or something in your research that really surprised you? If it got your attention, it will probably grab the attention of your audience.
• 3. Are there any analogies that you can draw on that will help bring your subject to life or make it more relevant to your audience?
• 4. What are you doing that sets you apart from your competition? This could be good or bad, wither way it will gain people’s interest.
• 5. What conclusions are you going to draw? Is there something you can mention at the start that will whet the appetite of your audience?

Know your subject inside out

The more you know a subject the easier it is to discuss it. It’s hard to present something with confidence and enthusiasm when you have questions and doubts in your own mind. Or are worried about not fully understanding the subject you are discussing.

There’s no shortcut to knowing your subject, it comes down to hard work and dedication. The people I consider to be among the best communicators can speak passionately about their subject because they know it and believe in it. They are driven almost to the point of obsession to know everything there is to know.

A good analogy would be an architect. Now any reasonable architect would be able to discuss the general materials and methods of construction of a building, but a great architect not only could talk to you about the stone chosen for the flooring, but also tell you about the quarry it comes from, its method of production, and right down to telling you about Signor Albertini whose family has owned the quarry for the past 150 years and insists on personally choosing the very best marble for this particular range of flooring.

Why is it important to know your subject? Because you exude passion and enthusiasm and can inspire confidence in you and your message from your audience.

Be succinct

Don’t clutter your presentation; ensure you aren’t padding with unnecessary details. If you are clear and concise in your delivery, your key points will stand out, your audience has a better chance of remembering them and everyone will appreciate going home on-time! Remember to review your communication. Here is a quick checklist to help you avoid some common mistakes.

• 1. Ensure your key points are covered
• 2. Avoid unnecessary detail
• 3. “Clear and concise” should be your mantra
• 4. When reviewing think about how each section relates to your objectives (if they it doesn’t relate, then the chances are its not relevant!)

So with brevity in mind we’ll leave it there.

Next time we’ll be looking at the pitfalls of PowerPoint, understanding your audience and the importance of strategic thinking.

Phil Wright has been working in the Comms industry for over 15 years and is a director of Oxford Creative.