4. UNCLASSIFIED
Communication
• n 1: an act or instance of
transmitting information; 2:
a verbal or written
message;
• 3: a process by which
information is exchanged
between individuals
through a common system
of symbols, signs or
behavior.
AFH 33-337 Tongue & Quill,
2012 (pg 4)
17. UNCLASSIFIED
Advanced Verbal Techniques
Verbal Business Card
• Attention getter - spikes interest in you or
what you offer
• Sets groundwork for networking opportunity
• Draws people in
• Markets your capabilities
• Answers “What do you do?”
How can we apply this as a SEA?
19. UNCLASSIFIED
Advanced Verbal Techniques
Elevator Pitch
• Persuade the listener
• Making a brief presentation
• A conversation at the water
cooler
• Comments during
intermission
• A spontaneous meeting
conversation
There is a National competition
held every year.
20. UNCLASSIFIED
Advanced Verbal Techniques
• 4 Components of Elevator Pitch:
–Product
–Problem to solve
–Proposed Solution
–Key benefit to that Solution
• How do we apply it?
23. UNCLASSIFIED
JSOFSEA Approach
External and internal
factors affecting life and
activities
Difference between
current and desired state
How do we solve the
problem?
CURRENT
DESIRED
Cultural Barriers
• DISC
• KAI
• Cross-Cultural
Comms
Critical Thinking
• Paul Model
Creative Thinking
This class includes the video links below:
Slide 6
INTRODUCTION: Attention step, Overview, Transition: Obama Oil Spill Address (0:00-2:47): https://www.youtube.com/watch?v=3hvuMznCj5M
Slide 7
VEGA – Rate, pitch, voice, volume: General Pace (0:00 – 1:35): https://www.youtube.com/watch?v=toQMEtgc-58
Slide 8
Preparation, rehearsal, know your topic/info: Bush blunders: https://www.youtube.com/watch?v=toQMEtgc-58
Slide 10
Nervousness, speech: Don Knotts – Nervous: https://www.youtube.com/watch?v=POwC3NwuFWg
Slide 10
Stop using junk words: Social Skills: https://www.youtube.com/watch?v=yx7g42XoY9U
Slide 17
Verbal Business Card: Lillian Bjorseth: https://www.youtube.com/watch?v=Mvq2AlhBRzg
Slide 19
Elevator Pitch: Chris Westfall: https://www.youtube.com/watch?v=EekOlamRg3I
Slide 20
Message map: Forbes: http://www.youtube.com/watch?v=phyU2BThK4Q
Practical Exercises:
Slide 18: Break into 4 groups of students and have them present their Verbal Business Card to their group. (observe and give feedback)
Slide 20: Conduct a Practical exercise with their groups using the message map. Use the branches of service as a basis for their message map and have them take turns presenting to the seminar.
We will be using several Videos to better exemplify the point of this class. As we analyze these video clips, think about your own strengths and weaknesses.
Developing Oral Communication
Analyze, research, support, organizing, 3-part structure
Verbal Communication
Rate, volume and articulation ect…
Non-verbal Communication
Quirks and nervousness
Delivery Formats
Impromptu, extemporaneous and manuscript
Briefing joint
Information, decision, mission and Staff briefings
Class exercise….
* Think about how you receive and digest information
* Think about delivering and receiving information at your level (ie – your job)
Discuss….
Split class into groups and have them write on boards what their definition of communication is… Discuss differences after building this slide.
AFH 33-337 Tongue & Quill, 2012 (Ch 2)
Analyze purpose and audience
Direct, inform, persuade, Inspire (also Inform, Decision, Mission, Staff)
Narrow your purpose; develop a statement
Also know and understand the venue and how you will come across to your audience.
Research
Same as the earlier lesson…conduct your research
Support
Develop your support…logically integrate
Organize
Same as written…draft your outline and key point
three-part structure…intro, body, conclusion
Think about this as a subconscious process…..
AFH 33-337 Tongue & Quill, 2012 (pg 66)
What is your draft going to look like? Is it going to be one huge paragraph? No, in most cases, you’ll organize your draft in a three-part structure—introduction, body and conclusion.
• The introduction must capture your audience’s attention, establish rapport and announce your purpose.
• The body must be an effective sequence of ideas that flow logically in a series of paragraphs.
• The conclusion must summarize the main points stated in the body and close smoothly.
Intro
Attention step
Purpose (motivate; hook)
Overview
Transition
Body
Main points – topic statement
Support
Transition to next main point or conclusion
Conclusion
Restate purpose
Summarize
Re-motivate
Close
Next time Pres. Obama speaks listen to his outline introduction and conclusion…listen how he motivates in his speech.
RUN VIDEO LINK
http://vodpod.com/watch/3841206-obamas-gulf-spill-speech-full-text-video
Go through the information on the slide
Click on the Speedometer for an excellent example of good uses of VEGA
Rate
People listen 4-5 times faster than the spoken word
people speak at about 120 words/min
The brain processes much quicker than the rate of speech
Too slow and you risk boredom
vary your rate to keep interest
use a faster or slower rate to add emphasis
faster rate can add excitement
slower rate to calm or make more serious
Volume
Use volume to emphasize a point
Softer or lower level is more effective
Check yourself in a large and small room
Note, the more people, the more your sound is absorbed…use a microphone if needed
Make sure your audience can hear you…project to large crowds
VEGA (Voice, Eye Contact, Gestures, Attitude)
AFH 33-337 Tongue & Quill, 2012 (pg 117)
Pause – a verbal break in your comm.
Gives you time to collect your thoughts
Functions as punctuation
Short pause divides points in a sentence
Break from one main point to the next
Seems much longer to the speaker than to the audience
Replaces “ums, uhs, etc”
Articulation/pronunciation
Shows mastery of spoken language
People tend to judge intelligence on these factors
again listen to yourself…make words distinct
Use online dictionary for help with pronunciation
Play the George W. Bush video to for some comedic break in the class and to enforce how poor articulation can be detrimental to your message
Bush blunders: http://www.youtube.com/watch?v=8Ux3DKxxFoM
AFH 33-337 Tongue & Quill, 2012 (pg 117)
A key rule in verbal communication is to keep it short and sweet.
There are few people who will tolerate a briefer or speaker who wastes the audience’s time. Have your stuff together before you speak. Know what you want to say and then say it with your purpose and the audience in mind.
What is you audience’s attention span…think Senior leaders and 1st graders…no tolerance for long drawn out discussions.
Be clear, concise and be gone.
Transition to Delivery…while all these factors are important you must also consider and apply and effective delivery to keep your audience engaged
CRS Report for Congress
Michael Kolakowski, Received through the CRS Web, The President’s State of the Union Message:
Frequently Asked Questions, Congressional Research Service ˜ The Library of Congress, Mar 2006
AFH 33-337 Tongue & Quill, 2012 (pg 118, 119,120)
Start this slide with the video from Don Knotts as Barney Fife:
Nervousness, speech: Don Knotts – Nervous: http://www.youtube.com/watch?v=inDf6-TUq5s
THEN ASK:
How to overcome or deal with nervousness…? - Let the students answer this question and explore their own personal examples.
AFH 33-337 Tongue & Quill, 2012 (pg 119)
Analyze your audience: listening traits, needs, desires, behaviors, and educational background. This will reduce your fear of the unknown and the resulting nervousness.
Check out the place where you’re speaking. Be familiar with the size and capacity (number of people). Look for items you need such as a blackboard, microphone, arrangement for visual aids, tables, chairs, ventilation, lighting, pencils, paper, telephones, extra projector bulbs know ow to operate the equipment properly.
Practice, practice, practice. Record yourself…tape recorder, a video camera, use a full-length mirror or peers. “Dry run” at the office or where you’ll be.
Memorize your introduction and transition into the main point. It’ll help you through the first and most difficult minute.
Smile and be positive! Your audience wants you to succeed.
Take a short walk right before you “go on stage” to help release some energy.
Deliver your message. Focus your attention where it belongs ... not on yourself.
Make eye contact and look for feedback. Play your audience. Let them know you are looking at and talking to them…holds their attention.
Use simple, everyday language appropriate for your audience. Use contractions and keep sentences short. Use personal pronouns, if appropriate. Repeat key words and follow with specific examples if you get into abstract or complicated reasoning
Involve members of your audience…solicit their answers and information.
Enhance your presentation through creative use of newspaper clippings, cartoons, music, appropriate quotes and relevant, self-deprecating experiences to get a point across.
Use your excess energy naturally: facial expressions, pertinent gestures, walking, or pressing fingertips or thumbs against lectern or chair. Use your facial expressions, hands and arms to reinforce your speech and your points of emphasis—just don’t overdo them. Leaning on the lectern, rocking back and forth or side to side or slouching on one leg and then the other is never a positive way to use your excess energy. Read on for more tips on those dreaded nervous habits.
Looking good builds confidence and builds your credibility with the audience.
Some examples of poor presentation habits:
AFH 33-337 Tongue & Quill, 2012 (pg 120)
The life raft. This is the speaker who clings for dear life to podium or lectern. Their ultimate fear is leaving the comfort and security of that piece of wood in front of them, so they hold onto it with both hands in desperation.
• The fig leaf. Not quite sure what to do with those pesky things called hands. He or she wants to run back to the safety of their life raft, but instead may lay one hand over another at the end of stiff arms, with hands resting … where a fig leaf would be. Do you get the picture?
• The hand washer. This is a speaker who stores all nervousness in their hands. While they speak, they wash and they wash.
• The caged tiger. These speakers continually pace from one side of the room or stage to the other, never even stopping to check their pulse.
• The rocker. Rockers are caged tigers on the road to recovery. There are two style variations: 1) the fore-and-aft rocker and 2) the side-to-side rocker.
• Pocket maniacs. They end up jamming their hands in their pockets. They are often oblivious to the new distraction and annoyance they inflict on their audience. These speakers may find that holding something—anything—will help them refrain from this habit and prevent them from “hand washing.”
• Pen clickers. They are compelled to manipulate and click any pen in their possession, which does not make for high marks on audience critiques
Click on the “Stop Using JUNK words” link to show a technique on how to stop saying UM.
Stop using junk words: Social Skills: http://www.youtube.com/watch?v=22yx9M8pQ9U
AFH 33-337 Tongue & Quill, 2012 (pg 122)
Impromptu speaking is when we respond during a meeting or “take the floor” at a conference. It’s what we do when we speak publicly without warning or on a few moments’ notice. To do it well requires a great amount of self-confidence, mastery of the subject and the ability to “think on your feet.” A superb impromptu speaker has achieved the highest level in verbal communications. Example – Robin Williams
Prepared (formerly extemporaneous speaking or briefing) refers to those times when we have ample opportunity to prepare. Most military briefings are done in this format. This doesn’t mean we write a script and memorize it, but it does require a thorough outline with careful planning and practicing. The specific words and phrases used at the time of delivery, however, are basically spontaneous and sound very natural. – Military briefing
A manuscript briefing is used in situations that require every word to be absolutely perfect. To do this, you prepare a manuscript, a word-for-word script of what you are going to say. Such a script ensures you get it right every time. Manuscripts are often used at higher management levels for complex or controversial issues (policy briefings, press conferences, source selection briefings to unsuccessful officers, etc.). They’re also used for routine briefings that must be repeated several times a year (base orientation, etc.), or at formal ceremonies (retirements, medal presentations, etc.) that must adhere to established customs and courtesies. Manuscript-style briefings provide several advantages: - example: state of the union
Unless you are a talented speaker, reading words aloud sounds dull. People frequently tend to lack spontaneity, lack eye contact and stand behind the lectern with their script
For the most part we will focus on the Prepared or briefings
AFH 33-337 Tongue & Quill, 2012 (pg 125)
What are some deciding factors that push you to utilize a certain type of briefing….
- Advance through the next 4 slides at a pace that the class sets. If they understand what each brief is, then continue.
Purpose is to keep listener abreast of the current situation and supply specific information.
• Designed to inform the listener and gain his understanding
• Deals with
High priority facts and information requiring immediate action
Complex information on complicated plans, systems, statistics, or visuals
Controversial information requiring explanation
• May have conclusions or recommendations
The information briefing is intended to inform the listener and to gain his understanding. The briefing does not include conclusions and recommendations, nor require decisions. The briefing deals primarily with facts. The briefer states that the purpose of the briefing is to provide information and that no decision is required. The briefer provides a brief introduction to define the subject and to orient the listener and then presents the information. Examples of an information briefing are information of high priority requiring immediate attention; information of a complex nature, such as complicated plans, systems, statistics, or charts, requiring detailed explanation; and controversial information requiring elaboration and explanation.
Image: U.S. Army Gen. Raymond T. Odierno, commander of Multi-National Forces-Iraq, calling on a reporter during a press briefing May 8, 2009, at the Pentagon. Odierno centered his presentation on the challenges of on-going security operations in Iraq as foreign allied troop levels drop and Iraqi forces assume an increasingly larger security responsibility. (DoD photo by R. D. Ward).
Purpose is to produce an answer to a question or obtain a decision on a specific problem.
• Briefer must be prepared to present
Assumptions
Facts
Alternative solutions
Reasons/rationale for recommended solutions(s)
Coordination involved
Visual information
• Briefer states he/she is looking for a decision; asks for decision if one is not forthcoming at conclusion.
• Advises appropriate staff elements of commander’s decision after the briefing.
Image: At the U.S. military outpost in Kunar, Afghanistan, Gen. McChrystal, second from left, gets a briefing from officers.
Main purpose is to secure a coordinated effort and
Rapidly disseminate information orally
Aid group decision-making
Secure a united effort
• Most widely used and most flexible briefing—used at all levels of command
• Visuals will make complex issues clearer
• Keeps commanders/staffs abreast of situation
• May involve an exchange of information, issuance of directives, or presentation of guidance
Image: ( Maj. Guy Hayes, Alaska National Guard Public Affairs / April 17, 2012 )
Mongolian and Arctic Care medical professionals listen to a briefing on veterinarian services being provided in Golovin April 15. Arctic Care veterinarians have conducted surgeries, vaccinations and other general examinations for village pets during Arctic Care 2012
Mission briefing: Purpose is to impart information that is used to elaborate on an order, give specific instructions, or instill an appreciation for the mission.
• Briefer must exercise care to avoid confusion or conflict with orders
• Use maps and graphic representations of the situation
• Mission briefing format varies from command to command
The mission briefing is used under operational conditions to provide information, to give specific instructions, or to instill an appreciation of a mission. It is usually presented by a single briefing officer, who may be the commander, an assistant, a staff officer, or a special representative. This depends on the nature of the mission or the level of the headquarters. In an operational situation or when the mission is of a critical nature, it may become necessary to provide individuals or smaller units with more data than plans and orders provide. This may be done by means of the mission briefing. The mission briefing reinforces orders, provides more detailed requirements and instructions for each individual, and explains the significance of each individual role.
Image: POHAKULOA TRAINING AREA, Hawaii - Gunnery Sgt. Andrew Yellope, Pohakuloa Marine Liaison noncommissioned officer, briefs international military attaches at Pohakuloa's Puu Lehue on a joint training exercise where Soldiers and Marines assaulted a high-value target, Nov. 20.
Ask the students what they think a Verbal Business Card is
Advance and explain the information
Click on picture of Lillian Bjorseth and show 55 second video
Advance and Ask the class how we can apply this technique as a SEA in SOF
Next slide
Note: this is how I present myself in the way that I am not forgotten – it is all about the first impression!
Lillian Bjorseth:
Co-founder of the highly successful Greater Chicago Networking Extravaganza, the 11th of which was in 2012.
Author of
Breakthrough Networking: Building Relationships That Last (third edition)
52 Ways to Break the Ice & Target Your Market
Nothing Happens Until We Communicate CD/workbook series
Faculty of the new online Redding College
Honored by the National Speakers Association-Illinois Chapter with the Wordsmith Award in 2011
Named in 2009 as Outstanding Chicago Speaker by Red Carpet Concierge
Verbal Business Card:
Created before you get to an event
Leads in to your elevator pitch
Bates your listener to inquire about more information
A technique to draw attention to you and what you have to offer
Link to her video
http://www.youtube.com/watch?v=Aybn9jXvRHc
Fun Verbal Business Cards
http://tvtropes.org/pmwiki/pmwiki.php/Main/VerbalBusinessCard
Another :
http://archive.constantcontact.com/fs042/1102862873131/archive/1103422985394.html
Go through the components to the Verbal Business Card
As they come up with each click – use yourself as an example
Practical Exercise: Break into 4 groups of students and have them present their Verbal Business Card to their group. (observe and give feedback)
Next slide
Verbal Business Card:
Created before you get to an event
Leads in to your elevator pitch
Bates your listener to inquire about more information
A technique to draw attention to you and what you have to offer
Link to her video
http://www.youtube.com/watch?v=Aybn9jXvRHc
Fun Verbal Business Cards
http://tvtropes.org/pmwiki/pmwiki.php/Main/VerbalBusinessCard
Another :
http://archive.constantcontact.com/fs042/1102862873131/archive/1103422985394.html
First – ask the students what they think an Elevator Pitch is?
Click on the Chris Westfall photo to hyperlink to a 1:30 YouTube video
Go through the information within the slide.
Go to the next slide
Elevator Pitch - A presentation that persuades the listener in less than thirty seconds: is a presentation that persuades the listener in less than thirty seconds, or around a hundred words. It takes its name from the idea that in a short elevator ride (of perhaps ten floors), carefully chosen words can make a difference. In addition to actual conversations taking place during elevator rides, other common examples include the following:
* An entrepreneur making a brief presentation to a venture capitalist or investor
* A conversation at the water cooler
* Comments during intermission at a sports event
* A conversation as you stroll across the parking lot
USF – Has an Elevator Speech competition every year for their Business School students
Harvard Business – Elevator Pitch - You use the elevator pitch to get meetings with prospective investors.
REF: (http://blogs.hbr.org/nivi/2009/04/how-to-write-an-elevator-pitch.html)
2013 National Elevator Pitch competition – Chicago Oct 31 thru Nov 2 (http://www.cvent.com/events/2013-national-ceo-conference/event-summary-f4ee7fedb4d7443db8e7bc5a969f48da.aspx)
Question to the Students:
Why is an elevator pitch so important?
You only have 30-60 seconds to make a powerful first impression. The attention span of the average person is just 30 seconds before their mind starts wandering. The other reason is people have less time today. You need to grab them quickly or lose them forever.
REF: (https://www.pitchspring.com/guest/how-to-create-a-winning-elevator-pitch/)
Why do you need an elevator pitch? I can think of at least three reasons:
It forces you to achieve clarity yourself. I can’t tell you how many authors I have spoken with over the years who could not summarize what their book was about. They should have achieved clarity on this before they began writing. This is one of the main reasons publishers say “no.” It is also why you should strive for a clear elevator pitch before you do anything else. (This is the first thing I teach you to do in Writing a Winning Book Proposal.
It helps you understand your prospect’s perspective. If you are going to connect with your target prospects, you must see your offering from their perspective. Moreover, you must understand their problems, their concerns, their hopes, and their dreams. Only then, can you put together an offering that they will find compelling.
It provides a tool for enrolling strategic partners. In order to be successful in launching anything significant, you need help. You can’t do it all yourself. Whether it is a publisher, a record company, a booking agent, a publicist, a retailer, or a corporate sponsor, you need to be able to explain quickly what you are about. Only then can your potential partner decide whether or not he or she can help you.
Cover the information on the slide – info below.
Click on the Forbes logo – play video from beginning to 3:00
This is the core format for an Elevator Pitch.
Ask the question below…
Conduct a Practical exercise with their groups using the message map. Use the branches of service as a basis for their message map and have them take turns presenting to the seminar.
Component 1: Your product name and category.
Component 2: The problem you are attempting to solve.
Component 3: Your proposed solution.
Component 4: The key benefit of your solution.
REF: (http://michaelhyatt.com/the-4-components-of-a-compelling-elevator-pitch.html/comment-page-1)
Question to the Students:
How do we apply it as a SEA?
- Insert an idea into the command as a prep to a briefing
- Ensure mission planning direction
- Achieve initial buy in from decision makers prior to detail planning
- In order to coerce HN leaders with U.S. National Interests
- Facilitate the campaign/training plan through local leaders
Split the class into groups of 4 and have them create an Elevator Pitch for their Group
-------------------------
Other potential video clips:
* How to Craft your Elevator Speech – Selling Power (http://www.youtube.com/watch?v=KMFFZ0lj41I)
* Elevator Pitch Essentials with Chris Westfall - Stop Saying "Umm“ – Chris Westfall (http://www.youtube.com/watch?v=mMYD6snLI5g)
* American Express OPEN: Creating your perfect elevator speech (http://www.youtube.com/watch?v=oZi0FPp_rOg)
Cover the information on the slide – info below.
Click on the Forbes logo – play video from beginning to 3:00
This is the core format for an Elevator Pitch.
Ask the question below…
Conduct a Practical exercise with their groups using the message map. Use the branches of service as a basis for their message map and have them take turns presenting to the seminar.
Component 1: Your product name and category.
Component 2: The problem you are attempting to solve.
Component 3: Your proposed solution.
Component 4: The key benefit of your solution.
REF: (http://michaelhyatt.com/the-4-components-of-a-compelling-elevator-pitch.html/comment-page-1)
Question to the Students:
How do we apply it as a SEA?
- Insert an idea into the command as a prep to a briefing
- Ensure mission planning direction
- Achieve initial buy in from decision makers prior to detail planning
- In order to coerce HN leaders with U.S. National Interests
- Facilitate the campaign/training plan through local leaders
Split the class into groups of 4 and have them create an Elevator Pitch for their Group
-------------------------
Other potential video clips:
* How to Craft your Elevator Speech – Selling Power (http://www.youtube.com/watch?v=KMFFZ0lj41I)
* Elevator Pitch Essentials with Chris Westfall - Stop Saying "Umm“ – Chris Westfall (http://www.youtube.com/watch?v=mMYD6snLI5g)
* American Express OPEN: Creating your perfect elevator speech (http://www.youtube.com/watch?v=oZi0FPp_rOg)
To sum it all up…we briefly look at developing oral communication and saw that oral comm is developed the same as written, but also knowing and understanding that your audience is right in front of you. You’ll notice that developing communication is a reoccurring theme through out this module.
We looked at verbal and non-verbal aspects of communication such as rate pitch and volume and how the speaker can deal with bad habits (or quirks) and nervousness
Then we looked at briefing formats for the joint environment…
Lastly, we talked about some advanced verbal techniques in order to enhance our ability to give a professional, lasting first impression.
You will be utilizing the Verbal Business card throughout the course when you introduce yourself. The first is with your initial meeting with your Strategy Rep as you link up to discuss your NSSA paper.
Check on learning:
Q: What is the format we will utilize for our oral presentations?
A:
Introduction
Attention step (grab their attention by relating this to something that they may relate to)
Purpose (why is this important to them)
Overview (generally through your brief – broad brushed)
Transition
Body
Main points – topic statement
Supporting information
Transition to next main point or conclusion
Conclusion
Restate your purpose
Summarize your briefing
Re-motivate your audience (why is it important)
Close
Q: What are the 5 components to the Verbal Business card?
A:
Who you are
Where you work
What you do
Topic - Issue/Solution
What you offer
Be prepared to answer questions
Q: What is the message map?
A: A visual display of your story on one page (the core format for an elevator pitch)
