EFFECTIVE COMUNICATIONS

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EFFECTIVE COMUNICATIONS

• THE ART OF PRESENTATION

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• Effective interviews involve 2
• proven five-step process
• Plan
• Prepare
• Practice
• Interview
• Review

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• Effective Communication
• CONTENT
• VERBAL FACTORS
• NON VERBAL
• FACTORS
• ATTITUDE OF MIND

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The McDonalds Generation

• "I see, I want, I must have... NOW
• Characteristics
• Instant gratification
• Easily Distracted
• Short attention span
• quickly satisfied
• throw away society
• minimal effort

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AUDIENCE PERCEPTIONSKEYFACTORS
MESSAGE VOICE PASSION Commitment EYE
CONTACT EYE MOVEMENT MOUTH MOVEMENT FACIAL
MOVEMENT BODY MOVEMENT POSTURE JEWELLERY DRESS
GLASSES HAIR LOCATION
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Prepare

• Establish a positive Mind-Set
• Value your message.
• Visualize yourself succeeding.
• Visualize your audience
• responding.
• Do I believe it?

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What a Journalist is after.

• News Topical story
• Ongoing stories
• Can it be developed
• Suitable for station I programme I news
• Short sound Bites 5 -20 seconds
• Merry statements
• Focused
• MUCK stories
• News exclusives
• Feature Offical
• Keeps listeners interested
• Feature
• Different aspects to the story, can we develop
  this
• over programmes weeks I months
• Filling 3-6 minutes
• Normally edit to length

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• WHAT THE REPORTER WANTS FROM YOU
• A simple, lucid overview
• Key points stressed
• Trust
• Frankness
• Colour Anecdotes
• Availability
• Basic facts in handout
• Pictures

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• WHAT YOU WANT FROM THE REPORTER
• Fairness
• Accuracy
• Responsibility
• Continuing relationship

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Prepare

• Grab the audience attention
• Relate a relevant examule
• Relate an example eleva t to
• the audience
• Give a strong positive finish

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Prepare

• Establish a positive mind set
• Value your message
• Visualize yourself succeeding
• Visualize your audience responding
• Do I believe it

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Prepare

• A15 seconds strong sound bite
• to end...
• Dramatize your idea.
• Use a motivating statement
• Restate the key benefit.
• Deliver a convincing summary.

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Preparation

• Take Aim!
• Create Cluster
• Prioritise Groups
• Intro/ Ending
• Transfer to Grid
• Find Links
• Review

• The first 4 Questions
• )What is your attitude?
• )Who are you speaking to?
• )What is your purpose?
• )What are the benefits?
• BRAINSTORM!!!! For ideas, facts, figures,
  examples, stories, humour.
• Make groups of natural / similar / related /
  material.
• Structure points within groups. Look for a
  logical progression. Decide tactics.
• Plan these meticulously
• Choose bullet points that will aid your memory
• Thought bridges to take you and listener from
  point to point, group to group
• The final 4 Questions
• a) Is it clear?
• b) Is it concise?
• c) Do you ask for what you want?
• d) Does it interest you?

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Practise

• Build your confidence and effectiveness by
  establishing yourself..
• Why have you earned the right to stand in front
  of the camera?
• Why are you so excited about the subject?
• Why you are eager to share your message with your
  audience?

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Practice

• The Sound bite
• Memorable statement
• 10-15 secs
• Clarity on message
• Results Achieved

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Practice

• Seek Feedback and coaching on..
• Strong Opening
• Clear key points
• Logical flow
• Credible relevant evidence

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Practice

• Practice your key message statements and review
  your performance for
• Clarity
• Relevancy
• Visibility
• Quality
• Memorability

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Non Verbal Signs

• Physical/ appearance
• Dress, hair and appearance is important.
• Facia/ expression
• Reinforce your message with expressions and
  facial movements
• - animation is important.
• care/eye contact
• Look directly at the questioners, eye movement
  undermines
• confidence in us.
• Posture
• Stand or sit upright and leaning slightly forward
• - don't lounge or slump
• Movement
• Keep it under control - make it reinforce your
  message - don't be
• repetitive.
• Gestures
• Natural gestures are best - use them to provide
  emphasis.

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Non-Verbal Signs

• Physical Appearances
• A speaker's whole appearance sends a signal.
• Dress is important in showing support or
  opposition to group habits.
• Facial Expressions
• The face often mirrors the feelings and attitude
  of the sneaker. Audiences are very sensitive and
  aware of discomfort,
• Smiles, frowns, eyebrows etc. ail transmit
  friendliness , anger, disbelief.
• Lack of animation in the face can be perceived as
  dull monotonous and baring.
• Gaze /Eye Contact
• As listeners we like to a e looked at- it
  promotes a leafing of being "talked to". The
  quality and spread of eye contact reinforce the
  speakers message. Sneakers who don't look at the
  listeners are often thought of as "shifty". Eyes
  convey a whole range of feelings and reflect what
  we really think
• _ Posture
• Standing/sitting upright. tree from tension,
  transmits confidence, alertness and care.
• Lounging/ Slumping , showing tension., transmits
  lack of energy, over-confidence, nervousness.

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Non Verbal Signs

• Movement
• Control is the important element here.
• Movement with a purpose rather than quick pacing
  up and down or leisurely, repetitive strolling.
• Match your movement to what you are saying
  standing still is often the most effective
  "movement', focussing the listener's attention to
  the words.
• Building a movement to a flip chart or over-head
  protector can often release tension.
• Gestures
• What will you do with your hands?
• Natural gestures are best
• We speak with our hands - they are often the
  best visual aids.
• They help us to understand.
• We can use them to Provide emphasis, show
  openness, agreement or disagreement,
  encouragement, etc.
• Beware gestures that are to small.
• When you use gestures - be STRONG AND POSITIVE

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Visual Factors Mouth

• Mouth Movement
• No Nos

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Visual Factors Eyes

• Eyes? Can I see them?
• Eye Contact
• Eye Movement

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Visual Factors Clothing

• Appropriate for the situation?
• Appropriate for the Audience?
• Standing? Do jacket buttons up
• Sitting? Undo jacket buttons

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Visual Factors Jewellery

• Discreet
• Nothing distracting

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Visual Factors Clothing

• Make your face the most interesting thing on the
  screen not your shirt!
• Avoid White, Red, Stripes, Checks

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Visual Factors Postures

• Sit upright
• Dont lean on furniture
• Do lean 5 towards the interviewer

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Visual Factors Posture

• Stand Upright
• Feet apart
• Hands held in front, ready for emphasis movement
• Looking only at the interviewer

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Location

• Audience attention is drawn to..
• Light
• Colour
• Movement

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Location

• Think of the impression of the audience
• Avoid impersonal or irrelevant locations
• Avoid distractions
• Support your message with image branding

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Audience Perception

• You are in their living room
• Your head and face are life size
• They have preconceptions-into which pigeonhole
  do you fit?
• Are you a Corporate Fat Cat or one of us

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Non Verbal

• Look confident
• Look positive
• Look interested, passionate or concerned as
  appropriate
• Lean forward, not back
• Use open body language
• Try out facial expressions before appearing
• Dont flop around or move without supporting your
  message

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Just a minute!

• A relationship is established in the first sixty
  seconds- or less
• Audiences are used to weighing people up
• Body language friendly and open

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The Voice

• Communication with other people.
• Combined with posture, movement and dress etc, it
  gives an impression of your personality.
• It communicates your precise thoughts and
  feelings.
• Vocabulary is important.
• Responsive and Effective use of the voice
  reflects your intentions.

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The Voice

• PACE (3 words per second MAXIMUM)
• TONE (Control the voice-use the range)
• EMPHASIS (Emphasise the key words in your
  message)
• PAUSE (For breath and emphasis)
• PROJECT (Your enthusiasm/concern)
• ENUNICATE (Every syllable mumbling doesnt work!)

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VOICE

• Energy
• Interest
• Caring
• Confident

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Voice

• Your voice is a key way of communicating with the
  audience.
• You can get them to believe/ disbelieve your
  message, like/ dislike you, amuse them/ make them
  angry.
• Every inflexion, every comment, every pause is
  consciously listened to by at least part of the
  audience, and analysed.
• The rest analyse it subconsciously.
• From it they draw their conclusions and take
  action.. It is therefore a very powerful
  instrument.
• Use it wisely..

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Voice Exercises

• I can
• I can control
• I can control my
• I can control my breathing
• I can control my breathing and
• I can control my breathing and sustain
• I can control my breathing and sustain it
• I can control my breathing and sustain it to
• I can control my breathing and sustain it to the
• I can control my breathing and sustain it to the
  end
• I can control my breathing and sustain it to the
  end of
• I can control my breathing and sustain it to the
  end of this
• I can control my breathing and sustain it to the
  end of this thought.
• 2) I can breathe quite freely and easily with
  good control, a large capacity and no apparent
  strain.
• 3) higher. and
• higher
• voice
• my
• pitch

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Voice Exercise

• My organs of articulation,
• Were a definite vexation,
• Until I said this silly rhyme
• Three times through.
• Many moaning men,
• Making music to the moon,
• Humming down their noses,
• It was a pleasant tune.
• Bright blue bubbles,
• Bobby blew and blew,
• Breathing, blowing, breathing,
• Behold
• Bob became a bubble too!
• A weasel went walking by the water
• When a worm woke up and said,

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• NEWS HEADLINES
  14.30 HRS
• The Conservative election manifesto is out - with
  a pledge to make 'haves' out of the have nots.'
• Key points include a new tax break for married
  couples when one partner gives up work to care
  for children or a dependent relative.
• Labour are pouring scorn on Mr Major's promises,
  saying he can't be trusted.
• The Liberal Democrats say Tory pledges to cut tax
  will cost people dear because money will have to
  be found elsewhere.
• Britain's the car crime capital of Europe.
• Drivers here are twice as likely to have their
  vehicle stolen than anywhere else on the
  continent.

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• A man can see again thanks to pioneering surgery
  using part of one of his teeth.
• It is hoped the technique will transform the
  lives of thousands of other blind people.
• And finally - Look again at what the cat brought
  in.
• The Mammal Society wants owners to let them know
  what our feline friends are preying on.
• The study will help identify whether some native
  species of birds and voles may be under threat.

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Purpose

• Define the purpose of the interview based on
  SWOT
• Is it a threat to expose Weakness?
• Or
• An Opportunity to display your strengths?

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The Message

• What is it?
• How do we get it across?
• What do we want the audiences to remember?
• How do we ensure it is remembered?

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Messages

• AVOID.
• Blame
• Personal/ personnel details
• Arrogance
• Complacency

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Interview Briefing

• Make a positive first impression
• Establish eye-contact.
• Display poised, confident body language.
• Be relaxed.
• Be well groomed.

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Questions and Answers

• Prepare Fully
• Identify group leaders
• Use eye-contact with each questioner
• Listen to the questions
• Choose a launch word or phrase
• Take time to formulate your answers
• Use positive words
• Limit the length of your answers
• Dont rise to negative or aggressive questions
• Dont be condescending or put questioners down
• Dont make up policy on the spot
• Dont bluff or lie
• Dont be drawn into areas you dont want to
  discuss
• If interest is waning, limit the time

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Questions

• Listen to the Question
• Identify a launch-pad

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The Unexpected Question

• In a live or, as live, situation- give yourself
  time to think- and keep your options open.
• That is a very good question, from a personal
  point of view
• I was not aware of that fact, obviously, if what
  you say is true then we need to take a look at
  the situation and decide how best to tackle the
  situation.
• Our organisation is obviously concerned that we
  are fair and treat our customers well. We need to
  investigate the matter further before we can
  comment

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Answers

• Be honest!
• Be positive
• Deliver the right message
• Believe in it
• Keep in control

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The centipede

• Grab the attention in the opening paragraph
• Support the intro in next paragraph
• Change the pace with lifts
• (quotes, anecdotes)
• End with a punchline

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Language

• Simple
• Clear
• Focussed
• Spoken English not written English

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Types of Interview

• Live or Recorded???
• WHERE ??????.....
• Down the Line
• Telephone
• Remote Studio
• On location
• Tape
• Radio Car
• Outside broadcast
• Studio
• How do you get there?????

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Interviews and Phone-In Techniques

• Keep answers brief 20-25 seconds maximum
• Answer the question but keep it interesting for
  everyone
• Use the question to make your own points
• Speak slowly and clearly
• Beware of giving non verbal defensive signals
• Phone-ins or down the line remote interviews
• Refer to the questioner by name
• If possible- create dialogue with the questioner
• Reward the questioner

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The Story

• What is it?
• What is the context?
• What is new?

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Scripts

• Messages should be simple to understand and clear
• Audiences require a simple narrative structure
• Orientation
• Single units of thought
• Summary Your Conclusion
• The last thing they see and hear is the main
  thing they remember.
• Important factors in successful communication
  includeClarity of speech Range of Tones-
  Emphasis-Speed of delivery- Timing- Use of pauses
• Believability depends
  on delivery

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Narrative Structure

• (Orientation) TOPIC
• Headline statement
• WHAT IS IMPORTANT
• Background
• WHY IT IS IMPORTANT
• Effects
• WHAT IT MEANS TO THE AUDIENCE
• Conclusion WHAT YOU WANT THEM TO REMEMBER!

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Layout

• OR
• Try putting down keywords to prompt you through
  messages
• Include any statistics or quotes
• This approach frees you from both the page and
  autocue
• Remember to keep an eye on the time!

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Layout

• Double space lines and paragraphs
• Reduce page width
• Large font- 12pt, 14pt, 16pt
• e.g.
• Creating a script requires considerable thought.
• For one thing, the page layout is surprisingly
  compact.
• Choose a clear font and set it to at least 12
  point size, otherwise you will squint at the
  minute typing and fall over the words!
• If it is not justified, it is easier to read
  fluently.

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Main Points

• Use simple language
• Use picture words to create images in the minds
  of the listeners
• Use short sentences- no sub clauses
• Remember- sentences are units of thought, not
  length.

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Organising your Message
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Messages

• May be supported or destroyed by
• Voice
• Visual appearance
• Location

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The Message

• What is it?
• How do we get it across?
• What do we want the audience to remember?
• How do we ensure it is remembered?

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The Key Factor

• PREPARATION
• PREPARATION
• PREPARATION

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Narrative Structure

• Classical accessible narrative structure for 30
  second TV advertising..
• Orientation
• Where are we? Kitchen
• Crisis
• There is a problem!-
• Washing is still dirty.
• Complication
• Its getting worse!
• Resolution
• Try new Daz!
• Coda
• Remember..
• DAZ washes whiter!

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What your audience is after

• News exclusives
• Topical what news will affect the market
• Ongoing story how are stories developing?
• Short statements clear focused
• Impact rating how to judge what is important
  and what it means to them.

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Persuasion

• Be clear about your PURPOSE in speaking
• At some point in your speech STATE your purpose
• Be as OPEN and HONEST with an audience as you
  wish them to be receptive to you.
• How strongly do you BELIEVE in what you are
  saying?
• If you dont believe it why should we?
• Your CREDIBILITY is vital to the success of your
  proposal
• Stress the BENEFITS of what you want the audience
  to do
• Be prepared to be FLEXIBLE
• End by stating what you want
• Identify the group leaders and decision makers-
  if appropriate, refer to them by name
• If you feel it is appropriate, ask for a response
  to your proposal there and then

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Persuasion

• Be clear about your PURPOSE in speaking
• At some point in your speech STATE your purpose
• Be as OPEN and HONEST with an audience as you
  wish them to be receptive to you
• How strongly do you BELIEVE in what you are
  saying?
• If you dont believe it why should we?
• Your CREDIBILITY is vital to the success of your
  proposal
• Choose appropriate TACTICS (see notes)
• Tactics are determined by what MOTIVATES people
• People are motivated by HABIT
• EMOTION
• REASON
• Stress the BENEFITS of what you want the audience
  to do
• Be prepared to be FLEXIBLE
• End by stating what you want

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Present

• With Attitude!
• Be a PRO in delivering
• Performance
• Responsibility
• Opportunity

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• LANGUAGE
• Use ve and constructive language
• Tell people what you want them to do rather than
  what to avoid
• VOCABULARY AND GRAMMAR
• Suitable level for the audience
• Relevant to the listener
• Keep it simple and clear
• Paint pictures with words, make it interesting,
  influential and memorable
• ACCURACY
• Be specific
• Be objective when giving information
• If bias exists, state what it is.
• CONTENT
• Avoid jargon
• Have a stock of memorable phrases

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Items to consider

• Presentation
• APPEARANCE
• Hair
• Make-up
• Glasses/Contact lenses
• Teeth
• Clothing
• TECHNICAL
• Script
• Autocue
• Illustrative material
• Research notes
• Running order
• Intro mechanism
• Camera Position
• Lighting
• Time

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Using Autocue

• The Autocue sped follows you-you set the place!
• Look down to notes, to help appear natural.
• Do not remain static if you dont have to.
• If demonstrating something refer to it!
• Remember to blink.

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