Effective Communication:Media, Presentation, Oral Skill
and Communication ToolkitMs. Hathai Techakitteranun
Internal Communication Specialist, IELTS Instructor and Former TV News AnchorMarch 18th, 2016
Communicating Your Campaign
A series of Communication Tools are used to:
Share a MessageRaise AwarenessShape the Behaviour of Target Audience
Types of Communication
Verbal- Interpersonal Communications- Presentation- Conference Call/Video Conference- Interviewing- Oral Toolkit (Video/CD/DVD)
Written- Visual Aids (PowerPoint/Prezi)- Print Toolkit (Handouts, Flyers, Posters)- Press Releases for media- Policy Briefs for policymakers- Website updates/articles, social media updates
Communication through Media
Mass Media Outreach Own Website/Social MediaWhat is required?- Networking- Organising Press Conferences- Preparing Press Releases- Establishing contact points and following up- Keep updating the press database- Outsourcing a PR agency (?)
Types of Mass Media- Print (Newspaper/Magazine/Website)- Broadcast (TV/Radio/Website/Podcast)
Full Control of Contents
Partners and Networking
Word of mouth is always an effective tool. Therefore, working with reputable partners and ‘allies’ can help to spread your campaign message yet further.
Have a good look at the organizations that are part of your networks, or that you have already worked with.
Questions to ask:
Do they have experience in the issue you are trying to promote?
Have they run a similar campaign before?Do they have communication channels that would help
you deliver your message?
Why Work with the Media?
They act as important channel of information flow between your organization and its various audiences.
They can reach very large numbers of people, at little or no cost to your organization.
For some audiences (scattered clients or the general public), they may be the only way for you to communicate with them.
Awareness raising, Agenda setting
How can the mass media help you reach your audiences?
Types of Mass Media
• Radio- International, National, Local, Community
• TV- International, National, Local
• Performance- Film, Music, Drama
• Newspapers- International, National, Local
• Websites- Media, Special-Interest, NGOs, International Organizations
Types of Media Content
NewsFeature StoryAdvertisingOpinion piece ColumnDocumentaryDramaTalk ShowPublic Service AnnouncementJingle
Ways to Reach the Media
Direct ContactField VisitInterviewLetter to the editorArticle/Feature StoryStaged EventSocial Media
Interview
Pro: Gives you the chance to present your campaign to the media directly, to help sell it and bring it to life.
Con: No guarantee the journalist will ask easy questions. Be prepared for any questions.
Don’t forget you are driving the interview.Get your points across.
Ways to Reach the Media
Press Conference
Ways to Reach the Media
Press Conference
A press conference serves to communicate important news (e.g. launch the campaign) connected with an organisation and involves the participation of journalists and representatives of the organisation. The event offers journalists an interactive forum to find out about your organisation and the campaign.
Press Conference
Plan in advancePractical issues (podium, microphones,
desk, speakers)Prepare handouts, press kits, giftsFood & beveragesTiming: 1-2 hours, afternoon preferred,
Q&ACosts (venue, equipment, etc.)
Ways to Reach the Media
Press Releases
Ways to Reach the Media
Press Releases
Write it as a news reporter would.Who? What? Where? When? Why?Newsworthy (new, relevant, interesting)Very clear, concise, easy to understandProvide some good quotes.
Press Release Template
FOR IMMEDIATE RELEASE: CONTACT: Contact Person Organization Name Voice Phone Number Email Address Website URL
[HEADLINE]
[City], [Date] - The first paragraph. A two sentence paragraph that provides a quick overview of the news why it is important. It should read easily and make your news sound exciting to a general audience.
Next, provide some background information on the program or event. Make sure to write your release in terms that your target audience, and the general public will understand.
Explain the purpose of your event and intrigue the reader to find out more, visit your website, contact you for more information.
ABOUT The final paragraph should be a brief description of your student organization. Include a summary of other events or happenings and a brief history of the company. Also include "For more information, contact:" as the last sentence.
###
(Indicates Press Release is finished)
Policy Briefs
A concise summary of a particular issue, the policy options to deal with it, and some recommendations on the best option.
Aimed at government policymakers and others interested in formulating or influencing policy.
Can take different formats. A typical format is a single A4 sheet containing approx. 700 words.
An attractive design, with 1 or more photograph.
Policy Briefs
Effective Written Communication
Plain language/simple wordsAvoid jargons/unnecessary Bureaucratese/Officialese Consistent use of termsUse gender-neutral languageMinimize use of acronyms/abbreviationsMinimize use of Latin words and phrasesUse active verbs rather than passiveRevise overly long or confusing sentencesUse assertions rather than negationsOne idea per sentenceConsistent grammatical formProofread the text
Effective Written Communication
Proofreading checklistContent is complete. Copyright notice and other standard disclaimers have been
included. Table of contents accurately reflects contents and page numbers. Placement, sequence/numbering and layout of sections, boxes,
tables, figures, maps, photos, footnotes and endnotes are correct.
Style and presentation are consistent for headings and subheadings; titles of boxes, tables and figures; and captions.
Formatting is consistent in terms of typeface, italics and bold, text alignment, paragraph spacing, leading, tabulation and bullet points.
Style, spelling, grammar and punctuation are correct and consistent.
Cross references in the text to page or chapter numbers, boxes, tables and figures are correct.
Written Communication Toolkit
Flyers/Leaflets/Brochures
Useful for providing key information that has a long shelf life, for example key messages of your campaign
Choose from a variety of formats. Enrich the texts with pictures and a striking layout.
Can be distributed during fairs, events and press conferences
Serve as material you can share with your business partners.
Written Communication Toolkit
Flyers/Leaflets/Brochures
Limitations
Once printed, you cannot easily update the leaflet.
Containing very general information that may not be of interest to specific audiences.
Written Communication Toolkit
Flyers/Leaflets/Brochures
Be visually strikingUse short sentences and simple language.Always respect your chosen visual identity and keep
key elements visible: e.g. claim, logo and website.Use your corporate colors and typography in the text
and visuals to reinforce awareness of your organization and underline its consistency and professionalism.
Use high resolution files and choose your images carefully.
DE S I NG
Written Communication Toolkit
Flyers/Leaflets/Brochures
Written Communication Toolkit
Posters
Suitable for all types of organizationsThe aim is to deliver a simple, uncomplicated
message to the audience.Very short text recommended. Should contain powerful or eye-catching images.Should reflect the campaign identity and catch the
attention of the audienceThe very nature of a poster is that it is
uncomplicated and does not overload the audience with information.
The link to the website should be clearly visible.
Written Communication Toolkit
Posters
Written Communication Toolkit
Newsletters
A useful way to keep people regularly updated with important information, for example about the launch of a campaign and campaign messages.
Can be either printed or issued online.Easy to disseminate (especially via email)Ensures your partners or target groups are
updated on a regular basis.Biggest problem is often finding enough stories to
fill more than one editionHaving the time to get each issue out on time.
Written Communication Toolkit
Newsletters
Visual Design
Animation, video editing softwareComputer graphic programs: Microsoft
Paint, Microsoft Publisher, Adobe Illustrator (AI), Photoshop, Picasa, GIMP, 3D (CGI)
Text space and sizePictures: Appropriate ResolutionColors
Colors
SEO
Search Engine Optimization (SEO)The process of affecting the visibility of
a website or a web page in a search engine's unpaid results
Internet marketing strategyWhite hat, black hat techniquesNot appropriate for every websiteAnalyticsNormal search engines: no guarantee of
continued referrals due to algorithm changes
Catchy Slogans
Nike: Just do it.McDonald’s: I’m lovin’ it.KFC: Finger licking good.Kit Kat: Have a break. Have a Kit Kat.Playstation: Live in your world. Play in
ours.Survivor: Outwit. Outplay. Outsmart.Red Cross: The greatest tragedy is
indifference.
What is a Presentation?
A presentation is the process of presenting a topic to an audience. It is typically a demonstration, lecture, or speech meant to inform, persuade, or build good will.
Types of PResentation
InformativeInstructionalArousing PersuasiveDecision-making
Types of Presentation
Single Oral Presenter (lecture style)Group Thematic Panel (3-4 presenters)Workshop (small interactive training
seminars)Roundtable Proposal (1-2 facilitators,
seated in circle)
What Constitutes a Good Presentation?
Be consistent and to the point.Avoid design that distracts.Use graphics to reinforce ideas.Don’t overuse sound animation.Organize your presentation.Consistent colors, font and other elementsAvoid spelling, grammar and punctuation
errors.
Tips for a Good Presentation
Keep special effects to a minimum.Make sure your slides are compatible with the
venue’s technology.Do a sound check.Have a backup.Content is crucial, but not everything.It’s all in the preparation. (Revise, Refine, Rehearse)Ensure the text is large enough.Speak clearly, audibly.Use your brand simply and consistently.Show passion.Focus on your audiences’ needsSmile
Prezi
A cloud-based presentation software Zooming user interfaceDisplay and navigate through information
within a 2.5D or parallax 3D space on the Z axis.
Free (public), paid (packages with free trial)
Used in World Economic Forum (WEF), TED Conference, E-Learning
Prezi
www.prezi.comhttps://www.youtube.com/watch?v=-
hVaJuTYKsshttps://
www.youtube.com/watch?v=M0k3giXi8eM
Public Speaking
Public Speaking
The process or act of performing a presentation (a speech) focused around an individual directly speaking to a live audience in a structured, deliberate manner in order to inform, influence, or entertain them.
Commonly understood as the formal, face-to-face talking of a single person to a group of listeners.
Closely linked to “presenting”Most of the time, public speaking is to
persuade the audience.
Rhetoric
An art that aims to improve the capability of writers or speakers to inform, most likely to persuade, or motivate particular audiences in specific situation
Aristotle, Ancient Greek Philosopher
Aristotle & 3 Pillars of Rhetoric
Ethos Pathos LogosPerceived credibility of the speaker
Passion, emotional connection to the audience
Logical argument
What makes a Good Speech?
Information (Do your research.)FocusOrganize ideas logically.Employs quotations, facts and statistics.Master metaphors.Tell a story.Start strong and close stronger.Incorporate humor.Vary vocal pace, tone and volume.Punctuate words with gesture.Connect and interact with the audience.Make eye contact.
What makes a Good Speech?
Be conversational. (Don’t just read.) Lead a discussion.Obey time constraints.Show confidence and poise.Be coherent.Handle unexpected issues smoothly.Seek and learn from feedback.Conduct a Q&A session.Speak with passion.Be patient.Say thank you when you’re done.
Dealing with stage fright
Take a deep breath.Shake hands with the person who introduces you.Turn nervousness into excitement.Get the audience involved from the very
beginning.Ask for a show of hands.Start by reporting to them about them.https://
www.ted.com/talks/joe_kowan_how_i_beat_stage_fright
Listen to great talks and practice
TED Conference(www.ted.com)
Toastmasters International(www.toastmasters.org)(http://www.meetup.com/Bangkok-Public-Speaking-Meetup/)
Great orators of our time and beyond
President Obama: “Yes, we can.”https://www.youtube.com/watch?v=Fe751kMBwms
Martin Luther King Jr.: “I have a dream.”https://www.youtube.com/watch?v=3vDWWy4CMhE
Steve Jobshttps://www.youtube.com/watch?v=UF8uR6Z6KLc
Catching on? Here’s the recap.
Catching on? Here’s the recap.
Catching on? Here’s the recap.
Body Language Matters.
Make body language your superpower.https://
www.youtube.com/watch?v=cFLjudWTuGQ
What are the tips for effective body language again?
Some gestures distract.Your posture is your audience’s first impression of you.Stand facing the audience. Don’t turn your back on them.Staying in the center.Don’t put your hands in the pockets, on your hips or
covering your lower abdomen.Hand gestures: “the give” (palms up), “the show”
(consistent with the message), “the chop” (deliver strong messages)
Never point at the audience.Observe the audience’s gestures.Surprise the audience with a question, use humor or
disrupt them.
Thank you!Questions?
