Communicate Communicate withwith

CredibilityCredibility

Credible:Credible: **capable of beingcapable of being believed believed*deserving confidence*deserving confidence

Credibility Gap:Credibility Gap: *public skepticism about *public skepticism about the truth of official claims the truth of official claims *lack of trustworthiness *lack of trustworthiness *a disparity or *a disparity or discrepancydiscrepancy

Business Communication Business Communication ABCsABCs

• AccurateAccurate

• BriefBrief

• ClearClear

• Inspiring Inspiring (action/attitude)(action/attitude)

People Are Busy!People Are Busy!

See what the Pew Internet See what the Pew Internet

Project found about changesProject found about changes

since 1975 in the ways peoplesince 1975 in the ways people

communicate…communicate…

Home Media Ecology - 1975Home Media Ecology - 1975ProductProduct Route to homeRoute to home DisplayDisplay Local storageLocal storage

TV stationsTV stations phone phone TVTV Cassette/ 8-trackCassette/ 8-track

broadcast TVbroadcast TV radio radio

broadcast radiobroadcast radio stereo stereo Vinyl albumVinyl album

NewsNews mail mail

Advertising newspaper deliveryAdvertising newspaper delivery phone phone

paperpaper

Radio StationsRadio Stations non-electronicnon-electronic

Tom Wolzien, Sanford C. Bernstein & Co

Home Media Ecology – 2008Home Media Ecology – 2008ProductProduct Route to homeRoute to home DisplayDisplay Local storageLocal storage

cablecable TiVo (PVR)TiVo (PVR) VCRVCRTV stationsTV stations DSL DSL TVTVInfoInfo wireless/phone wireless/phone radioradio DVDDVD““Daily me” Daily me” broadcast TV broadcast TV PCPC Web-based storageWeb-based storage contentcontent iPod /MP3 iPod /MP3 server/ TiVo (PVR)server/ TiVo (PVR)Cable NetsCable Nets broadcast radio broadcast radio stereostereo PCPCWeb sitesWeb sites satellite satellite monitormonitor web storageweb storageLocal newsLocal news mail mail headphonesheadphones CD/CD-ROMCD/CD-ROMContent fromContent from express delivery express delivery pagerpager individualsindividuals iPod / storage iPod / storage portable gamerportable gamer MP3 player / iPodMP3 player / iPodPeer-to-peerPeer-to-peer subcarriers / subcarriers / WIFI WIFI cell phonecell phone pagers - PDAspagers - PDAsAdvertising newspaper deliveryAdvertising newspaper delivery phonephone cable boxcable boxRadio stationsRadio stations camcorder/camera camcorder/camera PDA/PalmPDA/Palm game consolegame console

game consolegame console paper paperSatellite radioSatellite radio non-electronicnon-electronic storage sticks/disksstorage sticks/disks

Adapted from Tom Wolzien, Sanford C. Bernstein & Co

Pulitzer’s Prize AdvicePulitzer’s Prize Advice

“Put it before them:“Put it before them:brieflybriefly so they will read it, so they will read it, clearlyclearly so they will appreciate it, so they will appreciate it, picturesquelypicturesquely so they will so they will remember it, and above all, remember it, and above all, accuratelyaccurately so they will be guided so they will be guided by its light.”by its light.”

- Joseph Pulitzer- Joseph Pulitzer

1.1. Too little informationToo little information

2.2. Too much informationToo much information

3.3. Jargon Jargon

4.4. Targeted to the wrong audience Targeted to the wrong audience

5.5. Bad EnglishBad English

6.6. Too cluttered, too cuteToo cluttered, too cute

7.7. No excitement, no incentive, no reason No excitement, no incentive, no reason to care!to care!

Too Little InformationToo Little Information5 W’s (and an H)5 W’s (and an H)

1.1. Who Who ??2.2. What What ??3.3. When When ??4.4. Where Where ??5.5. Why Why ??H.H. How How ? $? $

Email: Too Little InfoEmail: Too Little InfoTo: Ginger Smith, Annie Devon, Mike Date, To: Ginger Smith, Annie Devon, Mike Date, Rick MarshallRick Marshall

From: Vonda Vague-VerboseFrom: Vonda Vague-Verbose

Date: July 17, 2004Date: July 17, 2004

Subject: _________________Subject: _________________

Priority: URGENTPriority: URGENT

Don’t forget the meeting Don’t forget the meeting tomorrow. Bring your IEPs and tomorrow. Bring your IEPs and BLTs. See you there.BLTs. See you there.

Email: ImprovedEmail: ImprovedTo: Ginger Smith, Annie Devon, Mike Date, Rick MarshallTo: Ginger Smith, Annie Devon, Mike Date, Rick Marshall

From: Vonda Nolonger Vague-VerboseFrom: Vonda Nolonger Vague-Verbose

Date: July 17, 2004Date: July 17, 2004

Subject: Reminder-July 18 MeetingSubject: Reminder-July 18 Meeting

Priority: URGENTPriority: URGENT

Remember our meeting to decide how we will implement the Remember our meeting to decide how we will implement the new International Verbosity Testing Association requirements at new International Verbosity Testing Association requirements at the elementary level. the elementary level.

We will meet Thursday, July 18, 11 a.m until 2 p.m. in the FHS We will meet Thursday, July 18, 11 a.m until 2 p.m. in the FHS media center. media center.

Bring your IEPs and your lunch. Sodas provided. Send your Bring your IEPs and your lunch. Sodas provided. Send your assistant if you cannot attend. Thank you!assistant if you cannot attend. Thank you!

Give Your Reader Full Give Your Reader Full Context at the BeginningContext at the Beginning

• Use an informative subject lineUse an informative subject line

• Don’t make the reader wade through Don’t make the reader wade through email forwards to understand your email forwards to understand your messagemessage

• When including more than 1 When including more than 1 addressee, break out the action addressee, break out the action items for eachitems for each

Instead of Instead of

To: Abby Gail, Bill Fold, Cindy RellaTo: Abby Gail, Bill Fold, Cindy Rella

Subj: Website design draft is doneSubj: Website design draft is done

The website design draft is done.The website design draft is done.

Check it out in the attached file. TheCheck it out in the attached file. The

design firm will need our responses bydesign firm will need our responses by

the end of the week.the end of the week.

Add Why You Add Why You Are Sending the InfoAre Sending the Info

AG: DECISION NEEDED. Get marketing toAG: DECISION NEEDED. Get marketing to

approve the draft.approve the draft.

BF: PLEASE VERIFY. Does the sloganBF: PLEASE VERIFY. Does the slogan

capture our branding?capture our branding?

CR: FYI, if we need a redesign, your projectCR: FYI, if we need a redesign, your project

will slip.will slip. Stever RobbinsStever Robbins

Too Much InformationToo Much Information• MIA:MIA: 5 W’s5 W’s• Buried:Buried: Critical InfoCritical Info• DOA: DOA: Main MessageMain Message

Nobody cares.Nobody cares.Nobody comes.Nobody comes.

MemoTo: SUM Staff

From: Vonda Vague-Verbose

Date: July 12, 2004

Re: SUM Decisions

As you know, IVTA is an important topic for FCPS. We need to decide what the next steps will be in activating the program. At the last COC meeting, we discussed whether to implement the IVTA plan this year or next. Because the BLTs and IEPs were not yet complete, we were unable to reach a decision on this matter. Since then I have discussed the matter with the CASI and PPW staffs, and we decided to make this a discussion topic at our next SUM meeting. The meeting will be held on July 18. Its essential that you attend. Come prepared with your BLT and IEP reports, and feel free to bring other department staff who are connected to the project. We will start at 11 am. I realize this is a busy time of year, but you’re attendance is critical. Call if you have any questions.

MemoTo: SUM Directors

From: Vonda Nolonger Vague-Verbose

Date: July 12, 2004

Re: IVTA Meeting Friday, July 18

The deadline is fast approaching for deciding how we will implement the International Verbosity Testing Association program this fall! Please mark your calendar for a critical meeting:

Friday, July 18, 11 a.m. - 2 p.m.

Media Center at Frederick High

Your attendance is essential. If you cannot attend, please send your assistant director. Other key department staff, such as curriculum directors, may also attend.

•Bring your March 2004 BLTs and IEPs

•Bring your lunch; sodas provided

Please call me at 240-246-9999 if you have questions. See you on the 18th!

Too Much JargonToo Much Jargon• Use sparingly even Use sparingly even

with colleagueswith colleagues• Translate for “non-Translate for “non-

native” speakersnative” speakers

Educationese and Educationese and technospeak may technospeak may be English to you be English to you but Greek to your but Greek to your audience.audience.

MSAHSA

IEP

certificated

RSS feed

FCASA FASSE

Targeted to the Wrong Targeted to the Wrong AudienceAudience

Who’s reading it?Who’s reading it?• Co-workers?Co-workers?• Commissioners?Commissioners?• The Boss?The Boss?• Parents?Parents?• Students?Students?

Activity BreakActivity Break• Visualize this room as a map of the U.S.Visualize this room as a map of the U.S.

• Stand in the state where you were born.Stand in the state where you were born.

Chocolate GroupsChocolate Groups

Back at your seat: Back at your seat:

Select a chocolateSelect a chocolate……but don’t eat it yet!but don’t eat it yet!

Find others with the Find others with the Same kind—Same kind—Group with them.Group with them.

DiscussDiscuss

• What factors might you What factors might you need to consider about need to consider about your target audience your target audience

for effective for effective communication?communication?

Bad EnglishBad English

• PunctuationPunctuation

• GrammarGrammar

• Sentence structureSentence structure

• SpellingSpelling

Quiz BreakQuiz Break• Check your skills!Check your skills!

Watch for These …Watch for These …

• You’re / YourYou’re / Your

• Compliment / ComplementCompliment / Complement

• It’s / ItsIt’s / Its

• Affect / EffectAffect / Effect

• The Smith’s / The Smiths’ The Smith’s / The Smiths’

• Call her “Sal.” Don’t call her “Sal”. Call her “Sal.” Don’t call her “Sal”.

• Lose / LooseLose / Loose

Common MistakesCommon Mistakes

• Your earring is Your earring is looseloose vs. Don’t vs. Don’t loselose your ticketyour ticket

• What a nice What a nice complimentcompliment! vs. That ! vs. That color color complementscomplements your eyes your eyes

• How did it How did it affectaffect you? vs. What was you? vs. What was its its effecteffect on you? on you?

• We’ll never have We’ll never have alot alot of money, but of money, but we may have we may have a lot. (alot is not a a lot. (alot is not a word)word)

• Never Never her’sher’s and and their’stheir’s—always —always hershers and and theirstheirs

• AcceptAccept the gift the gift exceptexcept when it’s not when it’s not addressed to you.addressed to you.

• Periods and commas ALWAYS go inside Periods and commas ALWAYS go inside the quote marks: the quote marks:

He said, He said, “That’s funny.”“That’s funny.”

• It’s = It is (or It has)It’s = It is (or It has)

It’sIt’s time to eat vs. The dog lost time to eat vs. The dog lost itsits collar collar

• FCPS Style--One word, lower case: FCPS Style--One word, lower case: – onlineonline– websitewebsite

Mistakes to Watch For Mistakes to Watch For “40 Tips for Proper English”“40 Tips for Proper English”

mbhs.bergtraum.k12.ny.usmbhs.bergtraum.k12.ny.us

• Never use a long word when a Never use a long word when a diminutivediminutive one will do.one will do.

• Be Be more or lessmore or less specific. specific.• Proofread carefully to see if Proofread carefully to see if you wordsyou words

out.out.• An employeeAn employee should be careful to use a should be careful to use a

singular pronoun with singular nouns in singular pronoun with singular nouns in theirtheir writing. writing.

• The passive voice is The passive voice is to beto be avoided. avoided.

Red FlagsRed Flags

• Passive voice: “Passive voice: “bebe””

Instead of we will be going…we will goInstead of we will be going…we will go

• Redundant: “Redundant: “currentlycurrently””

Instead of we are currently…we areInstead of we are currently…we are

• Titles: It’s Titles: It’s Not the SizeNot the Size That Counts That Counts

Titles: Word Length Titles: Word Length IsIs Not Key Not KeyCapitalize—Capitalize—

*first & last words *first & last words *all nouns, pronouns (his), adjectives, *all nouns, pronouns (his), adjectives, verbsverbs, , adverbs & subordinating adverbs & subordinating conjunctions (If, conjunctions (If, Because, As, That)Because, As, That)

Unless they are the first or last word Unless they are the first or last word

Do NOT Capitalize — Do NOT Capitalize — *articles (a, an, the)*articles (a, an, the)*coordinating conjunctions *coordinating conjunctions

(and, but, or, for, nor)(and, but, or, for, nor)*prepositions (above, across, after, *prepositions (above, across, after, against, against, along, among, at, before, along, among, at, before, behind, below, behind, below, beneath, between, by, beneath, between, by, from, in, into, of, on, from, in, into, of, on, over, through, up, over, through, up, upon, with, without)upon, with, without)

Too Cluttered, Too Cluttered, Too CuteToo Cute

Remember your Remember your primary mission:primary mission:

to communicate to communicate effectively!effectively!

PresentationsPresentationsPresentationsPresentations Avoid distracting special effectsAvoid distracting special effects Avoid teeny tiny typeAvoid teeny tiny type - - this is Arial 28this is Arial 28; ;

this is this is Arial 28 in boldArial 28 in bold LimitLimit font font typestypes to to 1 1 or or 22 Stick to the highlightsStick to the highlights - - When you try to fit too When you try to fit too

much on the screen you get this, and nobody can read it, and everyone much on the screen you get this, and nobody can read it, and everyone gets annoyed, and you lose your audience, and after all the slide should gets annoyed, and you lose your audience, and after all the slide should

be a guide for the presenter and audience, not a full page of informationbe a guide for the presenter and audience, not a full page of information Use dark type on light OR Use dark type on light OR very pale typevery pale type

on very dark backgroundon very dark background Use 1 or 2 meaningful graphics per slideUse 1 or 2 meaningful graphics per slide

No Excitement, No Incentive No Excitement, No Incentive

A bland, boring A bland, boring communication is communication is sure to elicit a ‘ho sure to elicit a ‘ho hum” response. hum” response.

Give them a reason Give them a reason to get out of bed!to get out of bed!

““Act enthusiastic,Act enthusiastic,and you’ll and you’ll be enthusiastic!”be enthusiastic!”

- Dale Carnegie- Dale Carnegie

Choose the Right Choose the Right Communication Tool for Communication Tool for

Your Audience and PurposeYour Audience and Purpose• EmailEmail

• Phone call (VM)Phone call (VM)

• MeetingMeeting

• Memo or letter Memo or letter

• Flier or newsletterFlier or newsletter

• CombinationCombination

Email Is Email Is Easily Misunderstood!Easily Misunderstood!

• Doesn’t have the benefit of Doesn’t have the benefit of “nonverbal” cues“nonverbal” cues

• Humor can fall flat (or worse)Humor can fall flat (or worse)

• Brief can = blunt or coldBrief can = blunt or cold

• Firmness can = bossy or demandingFirmness can = bossy or demanding

EmailEmail• Best forBest for

– Routine info sharingRoutine info sharing– Individual/personal communicationIndividual/personal communication– Requests to specific personRequests to specific person

• Consider the circumstancesConsider the circumstances– Sensitive?Sensitive?– Urgent?Urgent?– Confidential?Confidential?

EmailEmail

• Avoid emotion-laden languageAvoid emotion-laden language

• Include a pertinent subject lineInclude a pertinent subject line

• Check spelling and grammarCheck spelling and grammar

• Close with a standard ‘signature’Close with a standard ‘signature’

• Leave an “out of office” message Leave an “out of office” message when awaywhen away

If the subject’s a touchy one, If the subject’s a touchy one, let it rest -- and revisit it before let it rest -- and revisit it before

you click “send”!you click “send”!

Keep It SimpleKeep It SimpleAvoid Fussy Fonts & StationeryAvoid Fussy Fonts & Stationery

Pretty but very tough to read.

Won’t ‘translate’ to everyone’s computer.

Tech Services REALLY discourages it!

Remain ProfessionalRemain ProfessionalEmail Isn’t Personal IMEmail Isn’t Personal IM

• Remember who you are & what you Remember who you are & what you representrepresent

• Use work email for workUse work email for work

• Rise above petty exchangesRise above petty exchanges

• Don’t use email to discuss sensitive Don’t use email to discuss sensitive & personal staff or student matters& personal staff or student matters

Tell Them Who You AreTell Them Who You AreInclude Your SignatureInclude Your Signature

SallySallySally Ann JonesSally Ann JonesAdministrative SecretaryAdministrative SecretaryCorridor Elementary SchoolCorridor Elementary School7306 Appledale Lane7306 Appledale LaneFrederick, Maryland 21703Frederick, Maryland 21703240-666-5555240-666-5555Sally.Jones@fcps.orgSally.Jones@fcps.orgwww.fcps.orgwww.fcps.org

And just as your mother And just as your mother always told you, sayalways told you, say

andand

Phone CallPhone CallPros:Pros:• ConvenientConvenient• FriendlyFriendly• Can address questions immediatelyCan address questions immediately

Cons:Cons:• Timing can be bad for person you’re Timing can be bad for person you’re

callingcalling

• Details can get lost in conversationDetails can get lost in conversation

• Leaving messages can be riskyLeaving messages can be risky

Voice MailVoice Mail• The greetingThe greeting

– More than a message taker- More than a message taker- your personal PR tool your personal PR tool • Use it to inform Use it to inform • Be friendlyBe friendly• Be concise Be concise • Say when you’ll return the call or a Say when you’ll return the call or a

better time to reach youbetter time to reach you

• The return callThe return call– Make it promptMake it prompt– Don’t send callers to VM jail Don’t send callers to VM jail

In PersonIn PersonPros:Pros:

• Allows you to read body languageAllows you to read body language• Good for group decisionsGood for group decisions• Enables you to resolve issues on the spotEnables you to resolve issues on the spot

Cons:Cons:• Time-consumingTime-consuming• May give a matter more importance than it warrants May give a matter more importance than it warrants

Remember …Remember …

Identify and write for Identify and write for youryour target target audience.audience.

Know what you want Know what you want the communication the communication

to accomplish.to accomplish.

Cover the 5 W’s and H.Cover the 5 W’s and H.

Get the facts straight.Get the facts straight.

Put first things first.Put first things first.

Be brief.Be brief.

Good English is not an Good English is not an option: It’s a must!option: It’s a must!

Bullets:Bullets:* save time* save time* help the reader * help the reader * are beautiful!* are beautiful!

Jargon and acronyms Jargon and acronyms alienate.alienate.

White space is your White space is your friend.friend.

AttitudeAttitude isis everythingeverything!!

Handling ConflictHandling Conflict& Other Common Concerns& Other Common Concerns

How do I leave my feelings at the doorHow do I leave my feelings at the doorwhen dealing with someone who seemswhen dealing with someone who seemshostile? Can you give tips on handlinghostile? Can you give tips on handlingconflict?conflict?

• HHear them out ear them out (actively listen)(actively listen)• EEmpathize mpathize (consider common ground)(consider common ground)• AApologize pologize (use lens of understanding)(use lens of understanding)• TTake action ake action (A complaint is a gift!)(A complaint is a gift!)

How do I keep staff well informed withHow do I keep staff well informed withaccurate and timely info withoutaccurate and timely info withoutoverloading them?overloading them?

• Target messages (distribution list)Target messages (distribution list)

• Quick-read format (bullets)Quick-read format (bullets)

• Explain or don’t use acronymsExplain or don’t use acronyms

• Include links for more detailInclude links for more detail

• Upbeat tone, large fontUpbeat tone, large font

Where can I find info about who doesWhere can I find info about who doeswhat and what’s happening at FCPS?what and what’s happening at FCPS?

• www.fcps.orgwww.fcps.org – STAFF sectionSTAFF section

• Employee newslettersEmployee newsletters• Benefits infoBenefits info• Open jobsOpen jobs

– About FCPS section About FCPS section • School ReportSchool Report• Calendar HandbookCalendar Handbook

Intranet from your FCPS-networkedIntranet from your FCPS-networkedcomputer: computer: http://http://insidefcpsinsidefcps

Staff directory (photos)Staff directory (photos)Departments (publicity)Departments (publicity)New central office Q&ANew central office Q&ASummer scheduleSummer scheduleSick leave incentiveSick leave incentiveFormsForms

K or V Drive: Directories – FCPS

Admin Staff

Who Does What at FCPS?

K or V Drive:

Directories - FCPS

Division Directory

In email, when do I attach a file vs. In email, when do I attach a file vs.

supplying a link?supplying a link?

• Supply a link when Supply a link when – doc is posted onlinedoc is posted online– audience is largeaudience is large

• Attach a file when Attach a file when – doc is not onlinedoc is not online– sending to a limited number of peoplesending to a limited number of people– recipients have software to open itrecipients have software to open it

When should I use background stationery or When should I use background stationery or include a graph or picture?include a graph or picture?

• Do not use background stationery in Do not use background stationery in FCPS email messagesFCPS email messages

• Include a graph in a report when it Include a graph in a report when it helps the reader or listener helps the reader or listener understand your messageunderstand your message

• Include a picture when it adds Include a picture when it adds interest and understandinginterest and understanding

When and what types of humor are When and what types of humor are acceptable?acceptable?

• Be very careful using humor in Be very careful using humor in workplace correspondenceworkplace correspondence

• Emails are easily misunderstood and Emails are easily misunderstood and forwardedforwarded

• Consider your personality and Consider your personality and whether your message will seem whether your message will seem more or less credible with humormore or less credible with humor

When do I refer a caller to another When do I refer a caller to another FCPS employee?FCPS employee?

• when that person has more knowledge of the when that person has more knowledge of the subject than you dosubject than you do

ANDAND• when it is that person’s job to respond to the when it is that person’s job to respond to the

caller caller

If unsure: Take the person’s name andIf unsure: Take the person’s name andnumber. Then contact the employee you thinknumber. Then contact the employee you thinkwould best respond, and give that person thewould best respond, and give that person thecontact info.contact info.

How do I find the time to communicate?How do I find the time to communicate?

• Check email at defined times each dayCheck email at defined times each day

• Train people to be relevantTrain people to be relevant

• Answer brieflyAnswer briefly

• Ignore what’s unimportantIgnore what’s unimportant

• See the Stever Robbins website:See the Stever Robbins website:

http://www.steverrobbins.com/index.htmhttp://www.steverrobbins.com/index.htm

Tips for Mastering Email OverloadTips for Mastering Email Overload

My co-worker doesn’t “get it” but thinks My co-worker doesn’t “get it” but thinks she does, talks over me and gets the task she does, talks over me and gets the task wrong. How can I help her understand?wrong. How can I help her understand?

• Visual learners have difficulty withVisual learners have difficulty with

spoken instructions. If interrupted, try spoken instructions. If interrupted, try

putting your instructions in writingputting your instructions in writing

(even as you are speaking).(even as you are speaking).

• ““Let me clarify.”Let me clarify.”

• Your record will help keep herYour record will help keep her

accountable for following directions.accountable for following directions.

What are some do’s and don’ts when What are some do’s and don’ts when the media calls?the media calls?

• Find out the reporter’s topic and deadlineFind out the reporter’s topic and deadline• State that you will call the reporter back State that you will call the reporter back

[Never say “no comment.”][Never say “no comment.”]• Call the Communication Services Office Call the Communication Services Office

301-696-6900 if you need assistance in 301-696-6900 if you need assistance in preparing a messagepreparing a message

• When the message is determined, be When the message is determined, be ready to repeat it 3 waysready to repeat it 3 ways

I can always learn a new way to do I can always learn a new way to do something or ways to improve. I am a something or ways to improve. I am a lifelong learner and plan to be around lifelong learner and plan to be around a long time. Therefore, I am open to a long time. Therefore, I am open to learning more and new ways…learning more and new ways…

Remember: Remember: At FCPS there’s a TEAM At FCPS there’s a TEAM of support. Be yourself. Everyone of support. Be yourself. Everyone brings skill and perspective to make brings skill and perspective to make our communication credible.our communication credible.

Thank you!Thank you!

Questions? Dian NelsonQuestions? Dian Nelson

Communication CoordinatorCommunication Coordinator

FCPS Communication ServicesFCPS Communication Services

115 E. Church Street, Frederick, MD 115 E. Church Street, Frederick, MD

Dian.NelsonDian.Nelson@fcps.org@fcps.org

301-696-6911301-696-6911