When you’re thinking about how
you communicate, presentations and any writing you are involved with,
try asking these questions. You should be able to say ‘yes’
to all of them.
 First, have you thought
through what you are trying to say? What’s the main message or
theme? What’s the benefit that you need to get across to your
audience? Does it support our purpose?
Have you clearly identified
who you are talking to and how you want them to react? Good communications
are not simply about information, but about changing perceptions, attitudes
and feelings.
Have you considered
the medium? You’ll need to adjust the tone and style to suit speech,
print, film or online communications. Look at similar communications
that you like or think are interesting and try to analyse what makes
them work.
Is the way you’re
communicating your message engaging, interesting or intriguing? Does
it demand people’s attention, pose questions or raise issues that
are directly relevant to your audience?
Does what you say
show an understanding of your audience’s situation, aims and objectives;
does it try to create a dialogue and build relationships with people?
Does your communication
reflect British Council values? Is it centred on mutuality and integrity?
Does it sound professional and creative?
Does your communication
express our personality? Is it confident, independent, friendly, respectful,
trustworthy, focused and in some way, inspiring?
Does your communication
capture our tone of voice? Can you feel a sense of leadership, approachability,
warmth and enthusiasm? Is what you’re saying straightforward,
open, honest and authoritative?
Is your message coming
across clearly? Is your communication easy to read, watch or listen
to? Will the audience come away with a sense of having experienced something
worthwhile and valuable?
Finally, does your
communication have a ‘call-to-action’ that leads to something
happening – questions, a request for more information, a telephone
call, e-mail or meeting – a reason to keep in touch and keep the
dialogue going?
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