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Developing Management Skills

• Barbara M Fowler• bfowler@chiefoutsiders.com• www.chiefoutsiders.com

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Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter 2

COMMUNICATION

Learning Objectives

1. Create a persuasive message which communicates personal credibility and evidence, while arousing people’s emotions.

2. Deliver powerful presentations incorporating strategy, structure, support, style and supplements.

3. Choose the appropriate media for communication in various circumstances.

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Learning Objectives

4. Assertively communicate your wishes using empathy and unambiguous statements.

5. Know what and how to communicate in a crisis situation.

6. Actively listen to gain shared understanding.

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Model of the Communication Process

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Introduction

• Communication – Sharing information with other people– Requires that people reach a common

understanding

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Communication Myths

• If you have a strong case, everyone will be convinced

• Words mean what they mean• PowerPoint presentations are

always the best way to persuade• Assertive communication means

being unbending or a jerk• Listening is a passive activity

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Creating Persuasive Messages

Audience analysis• First and foremost rule of effective

communication is to analyze your audience• Audience will be more persuaded by issues

that directly affect them

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Three Elements of Persuasion

• Ethos – personal credibility of a speaker

• Pathos – emotional appeals in a message

• Logos – logical arguments supporting a position

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Discussion Question?

Which element of persuasion is the most effective?

A. EthosB. PathosC. LogosD. Legos

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Ways to Enhance Your Ethos

• Emphasize the ways that you are similar to your audience

• Establish your authority and/or expertise

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Pathos

• Most effective when speakers use stories and examples that are highly relevant to their listeners, or when listeners’ emotions are aroused in a way that prompts their compliance with a message

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Pathos

• Fairness or reciprocity – relies on the universal human tendency for people

to treat others as they are themselves treated

• People react to drama – fear appeals, use of strong language, personal

passion, storytelling

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Logos

• Two obligations as a speaker– To construct logically sound arguments in support

of your position– Find evidence in support of those claims

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Kinds of Arguments

• Inductive – moves from talking about specific things to

generalizing

• Deductive – moves from the general to the specific

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Using Two-Sided Messages Effectively

• Use a moderate amount of negative information

• Negative information should come early in the presentation, but should not come first

• Be sure you clearly show that the benefits of your proposal outweigh the costs you highlight with your negative information

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Types of Evidence

• Statistics• Appeal to

authority

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The 5 Ss of Persuasive Presentations

• Strategy• Structure• Support• Style• Supplement

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Strategy

• Who is my audience?• What is my goal?• Ethos, pathos, logos

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Structure

• Determine the order in which you will present arguments

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Organizing Strategies for Persuasive Messages

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Support

• If you have moderate credibility, evidence will probably increase your persuasive effectiveness

• Using evidence is better than not using it• Evidence can reinforce the long-term

effectiveness of persuasion• Evidence produces more attitude change when the

source is provided• Using irrelevant evidence may provide an

effect opposite to what the speaker intends

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Types of Supporting Materials

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Style

• Should deliver your speech in a compelling way

• Public speaking is more formal than an extended conversation

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Differences Between Giving Speeches and Holding Conversations

Public speaking:• is more highly structured• is more formal• requires a different kind of talking

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Supplement

• Be prepared to handle questions after your presentation

• Gather additional evidence to support your claims

• Be sure to have the “obvious” questions answered beforehand

• Paraphrase difficult questions• Listen…carefully • Specify when you want the Q & A

session

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Using Visual Aids

• Visual aids help your audience track where you are going and feel more comfortable that they understand

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Designing Your Visuals

• Whenever possible use color in your visuals• Keep the general color scheme and design

consistent throughout your presentation• Visuals should be easy to read and absorb• Design visuals in the way people naturally think• Everything should be easily seen from every

point in the room• Evaluate before your presentation

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Visual Aid Misconceptions

1. Presentations require a magic number of visual aids

2. The audience cannot read3. Graphical displays are obvious

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Choosing Your Communication Medium

Two variables to consider1. Information richness of the available

communication channels2. Complexity of the topic

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Question?

What is the potential information-carrying capacity of a communication channel?

A. Information affluenceB. Information richnessC. Information opulenceD. Data richness

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Choosing Your Communication Medium

• Information richness – potential information-carrying capacity of a

communication channel, and the extent to which it facilitates developing a common understanding between people

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Information

1. Feedback2. Audio and/or visual3. Personal or impersonal

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Choosing Your Medium – Written vs. Verbal

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Assertive Communication

• Assertive communication – means being clear

about your needs and expressing those respectfully to others

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Lessons for Positive Assertive Changes

• Empathy/validation whereby you say something that conveys to the other person that you understand his position

• An unambiguous statement of the problem and of what you want

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Techniques for Using Assertive Communication

• Use “I” statements• Use facts, not judgments• Take ownership of your thoughts, feeling,

and opinions• Make clear, direct, requests

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Crisis Communication

1. Choose language that is clear and accurate

2. Know your audience3. Be prepared to talk about emotions4. Communicate consistently

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Question

What active process means a conscious effort to hear and understand?

A. EavesdroppingB. SnoopingC. ListeningD. Information richness

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Active Listening

• Listening – an active process that means a conscious effort to

hear and understand

• Listening is how managers learn what motivates associates and what their values and expectations are

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Traps and Barriers to Active Listening

• Tendency to evaluate• Misreading nonverbal cues• Personal focus• Thinking is faster than speaking• Selective perception/filtering• Tendency to advise

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Tips for Good Listening

• Know your objective• Actively interact

– Paraphrase comments– Make supportive comments

• Stay focused

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Communication Skills Test

• Take the Communication Skills Test by Queendom.com™

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Key Terms• active listening• aggressive• assertive

communication• deductive• drama• emoticons• ethos

• fairness• filter• Five S’s• hearing• inductive• information

richness• jargon

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• listening• logos• mannerisms• passive• pathos• prudence• storytelling