The first principle of good communication is to catch your audience’s attention. That, however, is easier said than done. So, how do you capture eyes and ears in today’s super communications age, in which people are bombarded with information? How do you get your organization to stand out from the rest in this highly competitive and fast changing environment? How do you capture the attention of appropriate audiences? How do you get your messages across?

Sadly, there are no easy answers. However, there are some basic principles which, if followed, can go a long way toward achieving your objectives. The key is to focus on how you present your messages. Whether for external or internal presentation, written or spoken, the rules are the same.

Some of what I’m going to cover may seem obvious. However, very often we allow ourselves to get so bogged down by the complexity and minutia of a situation that we overlook the basics.

When you are presenting your case, whether in conversation, through a written proposal, a speech, a media interview, in a podcast or writing for a blog, the process should be the same.  The key is preparation.

The first step is to determine:

• Why am I communicating? What is my purpose? The basic purpose of communication is usually one or more of the following four functions:
• Information
• Influencing attitudes
• Instruction
• Entertainment
• What do I want to say? What does my audience need to know?
• Who do I want to receive my message and what do I know about them? When and where will they be when they get my message?
• How shall I communicate (bearing in mind that we don’t always have a choice)?

Once you’ve answered these questions, you’ll find communicating at whatever level a great deal easier. No matter how simple or complex a communication may be, without this process, it is unlikely that you’ll get the desired impact.

Credibility is probably the most important factor when delivering your messages. To have it, ensure that you have researched your subject, know more about it than your audience does, and can explain to them why they should care and what they can do about it.

There are six Cs for achieving credible and effective communication. You need to be:

• Clear – don’t assume anything; explain your purpose
• Concise – keep it simple; use one word instead of three
• Courteous – that’s obvious
• Constructive – many people fall into the trap of hammering an issue or a message home without being objective and as a result they lose their audience
• Correct – check your facts; being proven wrong is a sure fire way to lose credibility; know your sources too
• Complete – finish your thought or purpose and be sure to end off with what you want your audience to do or feel.

When presenting your case, it is always important to remember that it is a competitive world out there. The clearer, more attention-catching your presentation is, the more likely you are that your message will be heard and understood.

There is an interesting phenomenon occurring today as a result of e-mail communication. People appear to be forgetting the importance of presentation. They neglect to do spell checks and don’t pay attention to layout. They often lose the focus of their key messages because it’s too easy to simply send a cryptic note.

The extent of planning involved will vary enormously on the type of ‘presentation’ you are making.  The principles and planning sequence should remain the same.

• Define your objectives – what do you want to achieve; do you want your audience to learn a fact, take some action or accept an idea?
• Decide what actions to take:
• Clearly outline the message or messages
• Decide on the medium or media through which the message will be communicated – the spoken word, written word, a presentation, a podcast etc. 
• Determine the style in terms of language, tone, use of humor, etc.  this is particularly relevant in an international environment where language and culture are so diverse
• Develop the aids – examples, illustrations, and so forth to assist audience understanding
• Obtain feedback – communication should be a two way street. You need to know whether you’re on the right track. If someone is open to it, don’t be afraid to ask “How am I doing?” Everyone loves to be asked for advice. If one-on-one meetings aren’t possible, consider a questionnaire, e-mail/on-line responses, or some form of measurable promotion.

For a message to be presented successfully, the audience must first be inclined to hear it. For example, they need to decide to attend the conference, switch on the radio or go to your podcast. Once there, it’s up to you.

It is our role as communicators to motivate our audience to:

• Want to listen
• Continue to listen
• Hear the message
• Make the effort to interpret it.

So, the better you know your audience and can anticipate the way it is likely to think, the better you can target your messages to achieve the desired results.

A check-list for good communication:

• Plan all communications
• Ensure that you have your message clear in your own mind before you try to pass it on to others
• Phrase it in language your audience will understand
• Be yourself – be natural – be relaxed – have confidence in yourself (remember, you probably know a whole lot more about your subject than the other person or people in the room or on the phone so you’re already ahead of the game)
• Keep to the point – don’t ramble
• Be positive – focus on the elements of common interest rather than on the differences
• Put yourself in the recipient’s shoes – what are his or her needs, interests, motivations? Think “with” rather than “for” other people. I’ve always encouraged my staff to answer the question “so what?”  f you can’t answer that, don’t start communicating until you can
• Keep asking yourself “Are they interested in what I am saying? Would I be?” How many times have you been in a meeting when someone went on and on about a minor detail and totally lost the impact of the real message?
• Illustrate the points – use examples, anecdotes, and visual aids. Be careful about using jokes unless they can be well timed and are relevant to the occasion
• Don’t be patronizing
• Avoid mannerisms
• Be a good listener – it helps promote trust and respect, and enables you to gain information that will help you to develop your case. It also makes resolution of problems more likely
• Don’t overreact when you do not get the response you’re looking for. Find out why you got the response you did, and see whether you can come at the situation from another angle. Above all, be prepared to be flexible.

In today’s internet world there are new areas for presenting your messages – through a forum or in chat rooms, on blogs or through podcasts. With so many channels, there is a danger of becoming increasingly difficult to be heard. Knowing where to place your materials is extremely important. Just remember: you can't do it all.

It is essential to keep remembering that every form of communication requires pre-planning and preparation if you want to get a positive response.

So, in a nutshell, the principles of communication are:

• Define your messages
• Know your audience
• Develop your plan of action
• Obtain feedback

Jane Baxter Lynn heads JBL Public Relations Strategies  www.jblprstrategies.com, an international public relations, communications and marketing consulting business, specializing in the Arts, Travel & Tourism, and Wine industries.  The firm provides a senior level consulting resource, focusing on branding, strategic planning and marketing communications.  Its mission is to help clients expand awareness, manage reputations, increase revenues and reduce costs through effective strategies.  The company also serves as an on-site 'bridge' during management or company structure changes, or at times of extraordinary workload for communications executives.

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