All too often, whether by written communication, face-to-face interaction, or oral presentation, we find our key points are seemingly either not understood or not heard. There is encouraging news; equipping effective communication by simply adjusting our mindset while constructing our message will yield desired results.
Expressive Communication Mode
Normally while composing messages, we primarily focus on content and grammar. This ensures that our points are accurate, supported with evidence and/or citations. Then, we recruit one of our “English experts” to scan for verb tenses and complete sentences. All of which are appropriate and necessary. When our focus rests only with content and grammar, we are communicating in the expressive mode. Surprisingly, this mode of communication does not require an audience. Ever snagged your small toe on the corner of a wall and said one or two choice words? You communicated in the expressive mode, whether or not someone heard you.
Rhetorical Communication Mode
Unfortunately, our work is in vain if our focus is not ultimately on the audience. Although the transition may seem minor, changing the focus employs the rhetorical communication mode. This type utilizes both verbal and non-verbal expressions. Consider the following example: while sitting with a group for dinner, you find that your vegetables are bland. Scanning across the table you discover the salt is out of reach. Pick the most effective request: (1) staring with a scowl saying, “Salt! Now!” (2) looking confused and speaking to the ceiling, “If only I had some salt, then I could eat my food.” (3) or smiling and asking, “Please pass the salt.” All methods employ proper content and grammar, but only one is most effective. The first two may lead the table guests to think negatively of you and your content. When framing your message, always ask yourself, “What will my audience believe after receiving the message?”
Email Application
Daily we send emails. We draft emails asking and answering questions to those both within and outside the organization. Some emails even send automatically utilizing templates. If love is measured by quantity, then we love email. When composing future emails, consider the main message you want the audience to understand. For example, I complete calculations, which are based on federal regulations, to determine how much financial aid a student has earned after they withdraw mid-semester. For those who are part of the financial aid profession, this is known as a R2T4 calculation. When drafting the email to the student, what should the main message be? To understand how the formula works, what the regulations say, pay the remaining balance on the account, etc.? If you’re like me, ultimately the purpose should focus on encouraging them to pay the balance due.
What emails do you send that could be improved by focusing only on the main message?
In addition, don’t make the mistake of casually assigning a subject line. No further proof should be needed than to recall how you skim your own inbox. Emails requiring action should start with words like: URGENT, CRITICAL, or SERIOUS.Disclosure requirements could instead start with: Disclosure, Information, or Not Urgent.
Presentation Application
One way to improve your presentation includes transforming from an expository of facts already online (thanks Google) to an empowering main message. For instance, at Johnson University we host an event for potential students and families to learn about admissions and experience the campus. In the afternoon, everyone enjoys free candy while attending my financial aid presentation. Sugar rushes keep Pell Grant discussions exciting! Back in the day, a significant portion of my presentation simply listed aid types, amounts, and rules. This format didn’t consider what the audience would believe after the presentation. Since shifting my focus, I concentrate on convincing them that attending the university is affordable. You may be surprised to find out that in most cases scholarships and grants do not cover all educational expenses. Some students and families appear lost on how to pay after discovering this. My presentation includes multiple strategies acting as “pieces of a puzzle” illustrating how to make enrollment most affordable.
Which presentations could you improve by first determining the desired main message, and then constructing the presentation to support the main point?
This is just a start to rhetorical communication techniques. Experiment and find the success you have longed for. Stay tuned for part two as we build on effective communication strategies. Please feel free to contact me for additional resources; I would enjoy connecting with you.
Endnotes
McCroskey, James C. "An Introduction to Rhetorical Communication."
Submitted by Larry Rector, CPA, Associate Dean of Enrollment Services at Johnson University, Knoxville, TN. Mr. Rector is a past presenter at TASFAA and may be contacted via LinkedIn.
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