Author: Kim SoskinContributors: Susan Caraviello Pete SamsonJohn Clarke bcCommunicationBasicsMarch 1998Copyright 1998 Bain & Company, Inc. 1communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsObjectives of communicationPlanning your messageDeveloping your messageDelivering your message: speakingDelivering your message: writingKey takeawaysAdditional resourcesAgenda2communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsObjectives of communicationPlanning your messageDeveloping your messageDelivering your message: speakingDelivering your message: writingKey takeawaysAdditional resourcesAgenda3communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsPrecision, succinctness, and comprehensivenessHonesty, accuracy, and logicalTimeliness and relevanceConviction Business messages share several criteria for success.Source: Bain Presentation Skills Workshop Effective Business Messages (2 of 2)5communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsSender determines intended objective and messageSender transmits message through speaking or writingListener receives messagetakes in informationinterprets itcreates meaningIf the interpretation matches intention, communication is successfulCommunication is successful when the message is received as it was intended.Source: Tannen, Deborah, “The Power of Talk: Who Gets Heard and Why”, Harvard Business Review, September-October, 1995 How Communication Happens6communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsObjectives of communicationPlanning your messageDeveloping your messageDelivering your message: speakingDelivering your message: writingKey takeawaysAdditional resourcesAgenda7communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsClarity reinforces the logic of your argumentis the information accurate and pertinent? is the argument logical?does it excite to action?Connection builds your relationship with your audienceis your message relevant to your audience?does your interaction strengthen your relationship with your audience?As you develop your business message, focus on clarity and connection to enable your audience to better understand, accept, and act on what you communicate.Source: Bain Presentation Skills Workshop Clarity and Connection8communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsSource: Bain Presentation Skills Workshop Creating a MessageThere are three steps to creating a message. Clarity and connection play a part in each step.ClarityConnection1. PlanDetermine your objectiveTarget desired outcomeIsolate key messageIdentify issues to addressAudience communication needsImpact of message on audienceYour own commitment to message2. DevelopStructure messageTell the storyGet feedbackReviseTailor to audience3. DeliverMonitor audience responseCheck inStepUse appropriate media and expression9communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsClarity in Planning: Determine Your ObjectiveObjectives capture your intention for the communication. They range from desired passive to active responses from the audience.IntentionObjectiveIncrease awareness of situation specificsInformCreate awareness that a problem existsDraw attentionAchieve agreement that action should be takenConvinceUrge taking a specific actionExcite to actionPassive ResponseActive ResponseSource: Bain Presentation: “Making Excellent Presentations” 10communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsClarity in Planning: Target Your Desired OutcomeThe desired outcome is the change in perception or the action you want the audience to take in response to your message.Source: Bain Presentation: “Making Excellent Presentations” IntentionObjectiveDesired OutcomeIncrease awareness of situation specificsInformAudience acknowledges the nature of the situationCreate awareness that a problem existsDraw attentionAudience agrees there is a problemAchieve agreement that action should be takenConvinceAudience agrees to consider options to current activityUrge taking a specific actionExcite to actionAudience implements recommendation11communicationbasicsbcCopyright 1998 Bain & Company, Inc. Communication BasicsClarity in Planning: Isolate the Key MessageIsolate the key message based on your objective and the desired outcome.Source: Bain Presentation: “Making Excellent Presentations” IntentionObjectiveDesired OutcomeMessage ExampleIncrease awareness of situation specificsInformAudience acknowledges nature of situationProduct X is losing shareCreate awareness that a problem existsDraw attentionAudience agrees there is a problemShare loss will havesignificant impact onearningsAchieve agreement that action should be takenConvinceAudience agrees to consider options to current activityMarketing of Product X isineffective, changes requiredUrge taking a