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Newsletter Archives
Communications 101: Back to Basics
Communicate (com*mu"ni*cate) verb: (1) To share in common;
to participate in, or (2) To make known, to recount; to give;
to
impart; as, to communicate information
We often forget that when we communicate we
are attempting to share something with someone else. It’s a mutual
experience as opposed to a “push” system that merely sends information
from one source to another.
Successful communication isn’t achieved by
simply delivering information to an endpoint. It takes careful
consideration when crafting the message and effort on the recipient's part as well as the sender's. Because we can’t control our
audience’s viewing patterns, preconceptions or distractions, we have to
work hard to break through those barriers to convey clear, unambiguous
communications that will be both scrutinized and understood.
Poor communications in any form causes
confusion and results in missed opportunities. In visual communications,
we face the added challenge of delivering messages without personal
contact or verbal
dialog for clarification. Misinterpreted communications
can cause more damage than if they are ignored. Our goal should be
to ensure, not just that the audience receives the information, but that
they understand the message as intended and then act accordingly.
This may seem rudimentary, but getting back to basics
can clean up clumsy processes that produce poor communications. Messages
can become static or unwelcome when we only consider one
side of the equation:
What do I need to say or show?
During each phase of communications, we must
also ask the opposing question:
What do they need to
know?
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Distill
what you need to convey to its simplest form
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Determine
exactly what you want the viewer to take away from the communication
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Determine
the best means to deliver the information
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Craft and
deliver your message accordingly
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Follow up
to be sure the recipient understood your communication accurately
Understanding the fundamental components of the communications process
can improve success rates. Knowledge of the audience, the form and
method of the message, and follow up all play a part in how communications are perceived.
Communicator 1
Establish a relationship with your audience by
consistently delivering on-target, relevant messages that entertain and
inform. Communicate your knowledge of your audience’s preferences and
interests to gain buy in. (Notice
we use Communicator 1 and Communicator 2, instead of Sender and
Recipient. Remember that communication is sharing, not pushing
information.)
Message
Include the basic information that you need to convey in
its simplest form. Add only those elements that you’ve determined will
(1) help the viewer clearly understand your message or (2) entice
participation. Written tone and visual elements can greatly influence
the perception of your communications. Emotional and motivational
triggers set a specific context for understanding and audiences notice
what is missing as much as what is included, so be sure to be careful
and thorough.
Keep it short. Keep it simple. Keep it clean (no errors).
Method
What is the best way to convey the information?
There are many methods available: face-to-face, telephone, email, Web,
printed notices, posters, billboards, digital signage, text messaging,
desktop messaging and more. Every method has its advantages and
disadvantages. Consider the size of the message, the content, the
necessary level of interaction and the environment when determining
which method to use.
Environment
When and where will the audience receive the
message? What other communications or outside influences will you
be competing with? How can you ensure that your message stands out? The
timing of your message, the delivery point and clutter from other
communications should all be addressed in your strategy.
Also consider the audience’s cultural and personal contexts when crafting
your message.
Communicator 2
Your audience receives your communication. Your goal is
for them to (1) notice the message, (2) give it attention,
(3) understand the
meaning clearly and (4) take whatever action you’ve requested. The second
communicator always adds his or her own perceptions and mood to the process. Try to anticipate and work with or around these
possible barriers to success.
Follow up
Solicit and analyze feedback. Measure understanding by
looking at your audience’s actions: Did they perform the requested
action? If not, was it due to poor response or poor understanding?
Without follow up to measure the success of your communications, the
process becomes the boring “push” method that benefits neither you nor
your audience.
Copyright 2007. Visix, Inc. All rights reserved.
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