EFFECTIVE COMMUNICATION

Let’s Review what we discussed yesterday.
We talked about 10 communication skills.
Are there more than 10 skills for effective communication? The answer is yes, but because communication is so dynamic, we chose to focused on these 10.
EFFECTIVE COMMUNICATION

5 listening skills…
1.
Focuses on the speaker…eye contact, body language
2. Eliminates distractions
3. Understands what is unspoken
4. Knows their bias
5. Understands what they know and don’t know about the subject
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5 speaking/writing skills…
1. Knows and understands their audience
2. Is clear on the goal of their communication
3. Uses the best form of communication in relationship to their goal
4. Understands the importance of timing
5. Knows how the setting for communication impacts its

Goals for Today
We will go over the next 3 pages of the
Portfolio related to “Message
Development.”
This is the speaking part of communication.
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The 3 components of message development are:
-framing
-understanding your audience
-goals of your communication.
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Watch the following video and keep those 3 parts of communication in mind…
1.
How should he “frame” the message to her?
2. Does he really understand his audience?
3. What is his goal in communicating?
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Okay…maybe not the best example of effective communication between two people.
But you got to give him credit for trying.
Let’s begin…
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“FRAME”
The “frame” is how we want people look at a communication or situation.
Effective Communicators choose the best “Frame” possible to present their communication so their audience will understand and accept their message
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Politicians and advertisers are probably the best at this.
They are always looking for ways to
“frame” their candidacy or product in a way that you will buy it.
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Lawyers also use a frame…
Their client is not the aggressor in the situation, but rather the victim.
Their client would do what any normal person would do in the situation.
The large, uncaring corporation was taking advantage of my client.
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Think of how this year’s Republican candidates are trying to “frame” themselves as:
“I’m not a professional politician”…
Trump, Carson, Fiorina are all talking about not having held public office before as a good thing.
Attempting to “frame” that as positive.
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In the past, Politicians have “framed” their years of experience as a positive.
If Ms. Clinton gets the Democratic nomination, she’ll have to deal with the
“frame” that she is a Washington insider.
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Why…
In almost every poll, when asked to rate how Congress was handling its job…only 16% approved, the lowest approval rate in history.
Trust in government in general is at alltime low.
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This past summer in one of the classes,
I asked how much over budget the mass transit system project was on
Oahu.
At that time…$750 million
Now it is projected to be over one
Billion dollars.
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Think of the “frame” we have related to politicians telling us what things will cost.
The “frame” is that it will never be what they tell us.
Try to think of a project that came in at or under budget and on time.
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So, it only makes sense to “frame” yourself as a political outsider.
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Jeb Bush can’t change the “frame” of himself as career politician, so he goes with the “frame” of Washington outsider.
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Think of companies that attempt to
“frame” themselves as:
-Safe
-Exclusive
-Dependable
Affordable…less expensive
Fast service…
-Stylish
-Practical
-Healthy
-
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Companies also “frame” their products by having a celebrity give the message.
That we will listen more and have positive feelings about a product if we think a celebrity likes it.
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We only showed you part of the 60 second commercial, but no where in the entire 60 seconds does it say anything about how good Lincoln cars are, how safe they are, how dependable they are, what they cost, etc.
The entire commercial is about creating a
“frame” related to the vehicle.
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That’s because companies understand we have a frame about things already.
For example…the luxury of foreign cars versus American made cars.
So they attempt to “reframe” our view of their product.
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Again, that entire commercial was about changing the frame we have related to luxury cars.
Reframes are everywhere…
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A great “reframe” related to zoos.
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Before we get too critical of politicians and advertisers, understand you do exactly the same thing.
Example…Your spouse/significant other, etc. won a trip and you have a chance to join them for a 5 day all expense paid trip to New York city.
Only problem…it’s during a school week.
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So how do you “frame” it to your
Principal that you want to take a week off school?
That’s assuming you don’t just call in sick for the week.
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Do you “frame” it…
“You know all the extra hours I’ve put in here at school…” (The I am owed it frame)
“It will probably be my only chance to ever get to NY…” (The guilt frame)
“I know that you let Lianne go on that trip to Japan the during school last year…” (The fairness frame)
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For those of you who have children; if they are good communicators they know what frame to use with you…
Guilt…everyone will be there but me
Fairness…you let my brother go when he was my age
Logic…you did these things when you were young and look how good you turned out
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Bargaining…if you let me go I’ll never ask anything of you again
Bargaining…if you let me go I’ll do the dishes for a month
Suck up…my friends are so jealous that I have the best parents. When they heard about the party, they all said how lucky I am to have such understanding parents and I won’t have any trouble with them letting me go to the party
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Historical…you haven’t let me go to the last 4 parties. I didn’t complain or make a big deal out of it.
How do your kids work you?
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Think about how we frame the importance of education to our students.
Many times we present it related to money and not the joy of learning.
So…write your answers to the following questions down on a piece of paper.
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How much does the average person with a high school diploma earn in their lifetime?
$_______
How much does the average person with a
Bachelor’s degree earn in their lifetime?
$_______
How much does the average person with a
Master’s degree earn in their lifetime?
$_______
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How much does the average person with a
Doctoral degree earn in their lifetime?
$_______
How much does the average person with a
Professional degree (Physician or Lawyer
)earn in their lifetime?
$_______
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High school diploma
Bachelor’s degree
Master’s degree
Doctoral degree
Professional degree
$1.2 Million
$2.1 Million
$2.5 Million
$3.4 Million
$4.4 Million
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These numbers were based upon 2010 data and obviously don’t reflect what teachers earn in Hawaii.
Someone with a Master’ degree who earned$2.5 million in their lifetime; would mean averaging a little over $80,000 a year for a 30 year career.
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Interestingly, a lot of emotional therapy is about changing the frame of events that have happened in our past.
The great line... “When we change the way we look at things, the things we look at change.”
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Therapists work to have their clients look at events from a different “frame.”
If you had something tragic happen to you, you can frame it as “devastating” and that you will never be the same person again.
Or…
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That you made it through that tragic event, learned and grew from it and are now a stronger and better person.
You now have a perspective on life that has you focus on what is really important.
Little things are just that…little things that really don’t matter in life.
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Think of a person in your life who has the “frame” of…
What they have…gratitude
What they don’t have…wanting
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You can choose the “frame” you want in life.
Good communicators understand the
“frame” of the audience they are speaking to and can change it to get what they want.
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What frame do you use when the server brings out your food and it’s not what you ordered or not prepared the way you requested?
Demanding
Crisis
Funny
Which frame is most likely to get you what you want?
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Joe has had the good fortune to go to many lunches and dinners with Dave over the years and he’s learned a lot from Dave.
Dave is always so gracious and kind to every server.
When they bring him his drink he says,
“Thank you so, so, so much!”
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He even says it in a tone and with emotion that is almost believable.
Think about it, who does the server want to give the best service to…the angry customer or the appreciative customer?
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Or think about a parent who brings a concern to you about their child…
Does their frame make a difference?
Do you respond differently to the demanding parent …it’s your job
!
The supportive, but helpless parent…please help us, we don’t know how to support our child.
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One of your students has struggles learning. You think they might have a learning disability and want the parents to okay testing for the child.
How do you frame that communication?
What exactly would, or have you said, to these parents.
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Is there a better way to frame it than…
“I can’t get anything into that thick skull of your son. The boy just ain’t right. We need to test him and find out what’s wrong with him.”
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So in communication, the audience can have a…
-Neutral frame
-Positive frame
-Negative frame
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People have neutral frame when they have not heard about the subject you’re going to communicate.
In most subjects, your audience has a frame.
It can be strong or weak, but they do have a frame.
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MESSAGE DEVELOPMENT “FRAMING”
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Attach 2 student samples to the back of page 6 that supports your evaluation:
Caption Student Sample #1:
1. What is this document? _____________________________________________________________
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2. Why is it evidence? _______________________________________________________________
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3. What is it evidence of? ____________________________________________________________
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Caption Student Sample #2:
1. What is this document? _____________________________________________________________
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2. Why is it evidence? _______________________________________________________________
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3. What is it evidence of? ____________________________________________________________
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EFFECTI VE COM M UNI ATI ON PORTFOLI O Page 6

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The next concept is “ understanding” your audience.
We have talked about information being power in previous classes.
That concept is especially important here as information about your audience is essential to effectively communicate your message.
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Politicians know this better than anyone.
They adjust their presentation based upon their audience.
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When they have an audience that already agrees with them, they sometimes say things that audience wants to hear that later comes back to haunt them.
The classic example is Mitt Romney in the 2012 election.
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He spent the rest of his campaign defending those words which were recorded at a fund raiser.
He said what that audience wanted to hear, but not what the general population wanted to hear.
This dynamic goes on for both political parties.
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So what’s important to know about your audience…
Your relationship with the audience…do they know you, do they trust you
-The knowledge level of the audience…what they know and don’t know about what you are going to communicate
-What is the education level of the audience…determines the language you should use

-What is the age level of your audience…use of examples that they can relate to.
Beliefs and values…what is important to them. Politicians speaking to their crowds
What messages about the subject I’m going to address, have they heard it before?
EFFECTIVE COMMUNICATION

Your neighbor comes over and says,
“Since you’re an educator, would you be kind enough to speak to an organization I belong to about the state of education today in Hawaii?”
Because this person is the best neighbor ever and has done you numerous favors over the years, you really can’t say no.
What would you want to know about the audience you’re going to speak to?
EFFECTIVE COMMUNICATION

Think of 5 questions you would want to ask them about the group you’re going to speak to.
Let’s share…..
Understand that the better you know your audience, the better you can prepare the message you’re trying to communicate.
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As a child, how did your communications change based upon which audience
(parent) you were talking to.
Which parent was more open to…
guilt…all the other kid are doing it, I’ll be the only one not going.
reason…my grades are good and I always come in before my curfew
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My children are no different…
When Malia wants something, she goes to….
When Ka’imi wants something, he goes to….
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I adjust to the audience when I’m playing music or MC’ing a wedding.
Is the audience different when you play an afternoon gig versus and evening one?
Is the audience different when I MC a wedding with an open bar?
Is the audience different based upon the make-up of crowd? Old vs. young,

Turn to page #8 in your Portfolio.
We’re asking you to create an activity to help your students understand the importance of understanding their audience.
It might be as simple as just talking to your students about the concept of different audiences and then asking to give you examples.
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Another example would be related to a writing assignment. Tell your students they are going to write a letter talking about themselves to someone they don’t know. Then ask them what they would want to know about that person. Would they change the letter if they knew the person receiving it was young vs. old, familiar with Hawaii, lived in another country, etc….pen pal in another country
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On page #7 in your Portfolio.
As you should be able to tell by now, to make it as easy for you as possible, we have the same format for each of the dynamics of communication.
Activity
Evaluation
Caption
Student Evidence
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MESSAGE DEVELOPMENT
This means that we shape our message based upon the goal of that message.
So what is the goal of your communication…
-Entertain
-Inform
-Shift
-Socialize
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Entertain…you are not conveying any material to your audience, but simply entertaining them.
Think of your students and the purpose of some of their comments and actions…what are they communicating?
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Have you ever come out of a presentation smiling and feeling good and later told a friend what a wonderful speaker you heard that day… but when they asked you what you learned from the speaker, you can’t name anything.
That’s okay if their job was just to entertain you, but if their goal was to inform you or teach you about something, they didn’t do their job.
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Understand that today’s audiences, are harder than ever to keep focused.
Speakers use humor for example to break up the presentation, make a point, keep the audience engaged, etc.
But if laughter is all they gave the audience, they are entertainers.
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Commercials are a great example of this.
Some are very entertaining, but you don’t remember the product they were promoting.
Watch the following commercial.
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Clever and funny (entertaining) but did it make you want to go out and buy the product?
For business, the bottom line is if the commercial increases sales.
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That said, entertaining commercials do work…
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Sales of Dos Equis beer doubled in the first two years. It is still increasing, but not at that incredible rate.
What is interesting about the commercial, is that it only says he
“prefers” Dos Equis.
And that he doesn’t always drink beer.
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The actor is Jonathan Goldsmith who is now 77 years old.
He in fact is an interesting man…having appeared in over 350 television shows since he moved to Hollywood in 1966.
He supports many charities, one of them being “Free Arts for Abused Children.” A program to pair artists with children in protective custody.
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As instructors, we understand this dynamic.
While we want to inform you, we attempt to do it in an entertaining way.
If it is not entertaining…blame Joe, he created the Powerpoint!
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Inform
We want to educate our audience about something.
As teachers, you use many different strategies to convey information to your students each day.
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Let’s look at commercials again…
Some attempt to inform us…
“Our product is made with…”
“We use only Rocky Mountain spring water…”
“Made with the finest hops and barley…”
“It is only 75 calories per serving…”
“Doctor preferred…”
“Research based…”
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To effectively inform our audience, we must be clear on what we want them to know or be able to do after our communication.
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My class today is very different then when I first started teaching. I take the time to communicate the CCSS, what our objective is for the day, and what my expectation is for the end of the period. I also take time to talk about where we in the cycle of instruction…..
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“Shift” means our communication goal is to change someone’s beliefs, feelings, knowledge or actions.
We want them to look at the world differently and act differently in that world based upon our communication.
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If a politician is speaking to a group of supporters like we talked about before, they are not attempting to create any shift. The audience already agrees with what they are saying.
But if they want to shift the thinking of the audience, their message development is much different.
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A business wants to create shift in us by…
Making us believe that if we purchase their product we will be…sexier, happier, more attractive, more intelligent, more popular, our lives will be easier, etc.
Once we have that new belief, we are more likely to take action and buy their product.
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They use many strategies…
-The testimonial
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It is a real product.
Hope none of you in here today are using the Go Guy pocket urinal.
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Now that we have you feeling horrible about the world…
Let’s look at some really important products that make the world a better place.
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Why do these pitch guys speak so loudly?
T hey know from research that…
Speaking louder does reflect enthusiasm and excitement.
Speaking softer reflects uncertainty and lack of confidence.
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This next one is not as effective…
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The demonstration…
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This video is real.
What you didn’t see were the wires that were attached to him in case he fell.
You might have also noticed that the trucks were driving in reverse.
The commercial was shot on the first take, although they had practiced the stunt for 3 days.
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So if your goal is to “shift” the thinking of your audience, good communicators know exactly the strategy they are going to use.
-Testimonial
-Empathy/guilt
-Comparison
-Before and after
-Demonstration
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Socialize…
It is simply the ability to communicate in such a way that has you connect with other people.
We have talked in other classes about how the world has changed and the individual working solely on a project is over.
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People work in groups and the skill of connecting and getting along in a group is more important now than it has ever been.
Think of how teaching has changed.
You work now as teams.
The days of a teacher just closing their door and doing their own thing is over.
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So while you work in your classrooms to get certain students to be quiet (shut up applies here, but seems a bit harsh), you need to help your students know how to socialize with others.
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For those of you who are “Game of
Thrones” fans, you understand the trouble Jon Snow has in socializing.
For those of you who have never seen
“Game of Thrones,” it won’t make any sense, so please just bear with us on this one.
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What’s important is that your students can identify the “goal” of their communication.
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Turn to page #8 in your Portfolios.
We’re asking you to create an activity to help your students understand the goal of their communication.
Again, adding this activity to an existing lesson would be best.
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Examples…
Before they give a presentation…they need to share the goal of that presentation.
They can attach a sticky note to a paper or other product stating the goal of that piece of work and strategy they use.
For older students, they could explain how the inclusion or exclusion of specific material in their product was consistent with their goal.
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Follow the same procedure you have for all the other activities
Activity
Evaluation
Caption
Student evidence
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See you tomorrow at 9:00 am
Have a great afternoon.
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