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“You can have brilliant ideas, but if you can't get them across, your ideas won't get you anywhere." -- Lido Anthony "Lee" Iacocca To develop effective communication skills….. The following figure shows a communication model with nine elements. Two represent the major parties in a communication – sender and receiver. Two represent the major communication tools – message and media. Four represent major communication functions – encoding, decoding, response and feedback. The last element in the system is noise (random and competing messages that may interfere with the intended communication). Message Encoding Decoding SENDER RECEIVER Media NOISE Feedback Response FFeedba ck The model underscores the key factors in effective communication. Sender must know what Respons audiences they want toFeedback reach and what responses they want to get. They must encode their e messages in a way that understands how the target audience usually decodes messages. They must transmit the message through efficient media that reach the target audience and develop feedback channels to monitor the responses. For a message to be effective, the sender’s encoding process must mesh with the receiver’s decoding process. The more the sender’s field of experience overlaps with that of the receiver, the more effective the message is likely to be. This puts a burden on communicators from one social stratum (such as advertising people) who wants to communicate effectively with another stratum (such as factory workers). The sender’s task is to get his or her message through to the receiver. The target audience may not receive the intended message for any of the three reasons: 1. Selective Attention 2. People are bombarded with 1,600 commercial messages a day, of which 80 are consciously noticed and about 12 provoke some reaction. Selective attention explains why ads with bold headlines promising something, such as “How to Make A Million,” have a high likelihood of grabbing attention. Selective Distortion Receivers will hear what fits into their belief system. As a result, receivers often add things to the message that are not there (amplification) and do not notice other things that are there (leveling). The communicator’s task is to strive for simplicity, clarity, interest and repetition to get the main points across. 3. Selective Retention People will retain in long-term memory only a small fraction of the messages that reach them. If the receiver’s initial attitude towards the object is positive and he or she rehearses support arguments, the message is likely to be accepted and have high recall. If the initial attitude is negative and the person rehearses counter arguments, the message is likely to be rejected . The communicator considers audience traits that correlate with persuasibility and uses them to guide message and media development. People of high education or intelligence are thought to be less persuasible, but the evidence is inconclusive. Those who accept external standards to guide their behavior and who have a weak self-concept appear to be more persuasible, as do persons who have low self-confidence. Fiske and Hartley have outlined some general factors that influence the effectiveness of a communication : The greater the monopoly of the communication source over the recipient, the greater the recipient’s change or effect in favor of the course. Communication effects are greatest where the message is in line with the receiver’s existing opinions, beliefs, and dispositions. Communication can produce the most effective shifts on unfamiliar, lightly felt, peripheral issues, which do not lie at the center of the recipient’s value system. Communication is more likely to be effective where the source is believed to have expertise, high status, objectivity, or likability, but particularly where the source has power and can be identified with. The social context group, or reference group will mediate the communication and influence whether or not the communication is accepted. PUBLIC SPEAKING A good public speech has : A proper structure, introduction, main body and conclusion – your speech should have a proper structure without which the people may just not understand the content and the aim of the speech. Proper eye contact – Unless you maintain a proper eye contact, people will lose interest in your speech and delivery, and there will be a gap between you and the audience. Effective use of language – The use of language is the key to a speech. It must be relevant to whatever is being spoken. Proper choice of words – You should not use high flown words unless required, also, the topic and the target audience are the key determiners in this case. Authentic and relevant facts – Facts, figures, numbers, statistics, etc. always put life into a speech. You must use them but only when relevant. A Public Speech is evaluated on the following parameters : Delivery – Some people are not able to make an impression even after knowing a lot of facts and being very knowledgeable. The problem is delivery. The delivery should be such that it keeps the listeners’ interest alive. Content – The content generally should be logical, well researched, balanced, mature and relevant. Structure – This demands proper sequence, relevant examples/illustrations keeping in mind that no important detail is missed out. An Ideal Public Speech Interest – Time Graph for an Ideal Public Speech 100% Interest IV 0% II III Time Stage 1 – Introduction: This I is an exercise to build interest of the audience. This should introduce the topic such that while you discuss the main points later nobody feels lost because of being uninformed. Stage 2 – Body of the speech: This, in fact, is the soul of the speech. It should be clearly understood that if this part of the speech is flawed, you cannot make an impression, howsoever you may try to create one. Stage 3 – Elucidation: This should involve clarifications, examples, references and all that which can put life into the speech. Touching on the final aspects of the human psyche can be a great pull-off. Stage 4- Conclusion: A speech must have a proper conclusion. The audience must not feel left out in a mass of data. This can come by way of knowing the proper objective of your speech in the first place. Remember, this stage can help you earn tremendous confidence of the audience. Practical Aspect Attire – Your attire should suit the occasion. It should generally not be gaudy, flashy, etc. It should be in tune with the purpose of your presence. Written Material – Some people may like to use the written material like a piece of paper or cue cards to facilitate themselves. In such a case you should remember, that you should not be put ill at ease while using any written material whatsoever. Span of speech – There is no hard and fast rule that can decide how long or short the speech should be. It should be subjectively decided by the purpose of the speech, the interest level of the audience, the target audience etc. Remember, even a very spicy speech can become dull if pulled on for very long. Target Audience – This is a crucial determiner of your speech, it’s content, it’s length and the message you want to drive home. Final Summary – The final learnings can be summarised as To be a good speaker, understand your audience well. Understand their expectations and prepare accordingly. Give yourself some time for preparations. Talk to people who are good at public speaking and try to pick up the relevant cues. Do your homework well. Any research required should be completed well before the public speech. Take care of the specific points discussed earlier in this hand out. Maintain good body language and proper eye contact throughout the speech. End on a pleasant and cheerful note.