The ten tenets of effective communication (part one)
Both you and your audience benefit when your communication adheres to these tenets
EffEctivE communication is about con- telling the entire truth can cause physical Compelling information presented accu-
necting with your audience. It’s about your harm. Once your audience sees that you rately can still raise eyebrows; there is
audience getting your message as you are shaving off parts of the truth, not tell- no need to overstate.
intended. It begins with understanding ing the entire story, or worse, distorting An occasional misstated fact can be
who your audience is and how they can the message with misinformation, your tolerated, but attention to detail in this
best ‘hear’ your message, then using this communication is doomed. all important area is well worth the effort.
information to craft and deliver your mes- Blurring the truth of bad news is all The little bit of extra research that cor-
sage. This is simply another way of say- too common. In the face of unsettling rects a distortion goes a long way toward
ing that your message, whether written, news, honesty can be disarming simply creating authoritative communication.
verbal, or visual, must be audience-cen- because it is unexpected. In a presentation, I once used the
tered—focused around the needs of your Any kind of misinformation causes quote “Never miss an opportunity to
audience. Put your audience to not only question the keep your mouth shut”, which had been
yet another way, validity of your present message, but also attributed to author Robert Newton Peck.
communication your past and future messages. Mislead- When I called him to verify this attribu-
is less about you ing your audience can cause faulty de- tion, Mr Peck set the record straight. He
and all about cision making (such as investing when told me, “Samuel Johnson said that.”
them. divesting is more judicious). Dishonest Accuracy is ethical.
Effective com- information can easily result in litigation Comprehensive. Thorough communi-
munication is and costly settlements. cation answers all questions, provides all
simple and clear, These repercussions are some of the the necessary information in sufficient
focuses around many reasons why you must maintain detail, and enables your audience to as-
a single idea, the highest level of integrity in all your sess and act with confidence.
and ultimately communication. But there is a positive Oftentimes, being comprehensive
achieves the re- reason as well: means describing background informa-
sults you desire. Being honest is the right thing to do. tion so that your audience has a foun-
To be most Clear. Clarity enables your audience dation on which to consider the heart
effective, your to get your message as you intended. of your communication. Don’t make as-
communication And isn’t that the whole point. sumptions about what an audience
must adhere to Instructions especially benefit from knows or about their background. An au-
these ten tenets. clarity. Who among us hasn’t struggled dience must be able to paint the entire
Effective communication is: through frustrating assembly instruc- picture of your message, and it’s your job
♦ Honest, tions, or the less-than-accurate steps for to give them the tools to paint that pic-
♦ Clear, using software features? And yet it’s this ture. A complete, self-contained expla-
♦ Accurate, lack of clarity that increases traffic to a nation and discussion enables your au-
♦ Comprehensive, company’s technical support lines with dience to proceed safely, to be efficient
♦ Accessible, the corresponding increase in costs. with their time, and effective with their
♦ Concise, Clarity is greatly enhanced when efforts.
♦ Correct, communication focuses on a single History also benefits from compre-
POSITION PAPER
♦ Timely, and meaning and message. Clear commu- hensiveness. Consider how important de-
♦ Well designed. nication means your audience doesn’t tailed minutes from crucial meetings can
♦ It builds goodwill too. have to guess or fill in the blanks or even be, especially minutes from Board of Di-
Let’s discuss each in some detail. ponder your meaning. rectors’ meetings.
Honest. The rock-bottom, most stead- Accurate. Get your facts straight. Even (See part two for the last six tenets.)
fast principle of any communication is the slightest inaccuracy subjugates be-
honesty. Honesty builds rapport with lievability and can bring the contents of Solari enables your company to enhance
your audience, and in this age of social an entire document into question. market share and profits by helping you
media, a strong rapport is vital to success. Inaccuracies can annoy and perplex communicate simply and clearly with your
Anything short of the truth can cause an audience, especially when they know stakeholders, prospects, and clients.
adverse consequences for both you and otherwise. And keep your own biases at © 2008 Solari Communication. All Rights Reserved.
your audience. In extreme cases, not bay when citing facts; remain objective. www.solari.net 877-879-9330