
SFU-004 - Module 6 (Soft skils)
Springpod Team
Created on September 17, 2024
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Transcript
Soft Skill: Communication
Introduction
Communication is a vital soft skill that involves effectively exchanging information, ideas, and feelings with others. It is fundamental to personal and professional success, as it enables you to convey your thoughts clearly, understand others, and build strong relationships. For undergraduates, improving communication skills can enhance academic performance, foster better relationships, and increase employability.
One of the key components of communication is verbal communication, which involves speaking clearly and confidently. This includes not only the words you choose but also your tone, pace, and clarity of speech. To improve verbal communication, practice speaking in front of others, whether in class discussions, presentations, or casual conversations. Pay attention to how you articulate your thoughts and strive to be concise and clear, avoiding jargon or overly complex language that might confuse your audience.
Nonverbal communication is another essential aspect of effective communication. This includes body language, facial expressions, eye contact, and gestures. Nonverbal cues often convey more than words themselves and can either reinforce or contradict what you're saying. To enhance nonverbal communication, be mindful of your posture, maintain appropriate eye contact, and use gestures that align with your message. Understanding and interpreting others' nonverbal signals can also improve your ability to read social situations and respond appropriately.
Listening is a crucial, yet often overlooked, element of communication. Effective listening means fully concentrating on the speaker, understanding their message, and responding thoughtfully. Active listening involves not just hearing the words but also paying attention to the speaker's tone and nonverbal cues. To improve your listening skills, practice focusing entirely on the speaker during conversations, resist the urge to interrupt, and ask clarifying questions if something is unclear. Good listeners are often perceived as more empathetic and trustworthy, qualities that are highly valued in any setting.
Written communication is also a significant part of this soft skill, especially in academic and professional environments. Whether writing emails, reports, essays, or social media posts, clear and concise writing is essential for effectively conveying your message. To enhance your written communication skills, practice organising your thoughts before writing, use proper grammar and punctuation, and edit your work for clarity and coherence. Reading regularly can also help you develop a better understanding of different writing styles and improve your ability to articulate ideas in writing.
Finally, effective communication involves the ability to adapt your message to your audience. This means understanding the context in which you're communicating and tailoring your language, tone, and content accordingly. For example, the way you communicate with a professor or employer will differ from how you talk with friends or peers. Developing this adaptability requires an awareness of different communication styles and a sensitivity to the needs and expectations of your audience.In summary, communication is a multifaceted soft skill that is essential for success in various aspects of life. By focusing on improving verbal and nonverbal communication, listening actively, refining written communication, and adapting to your audience, undergraduates can significantly enhance their ability to connect with others and express themselves effectively. As with any skill, communication requires continuous practice and attention, but mastering it can lead to more meaningful interactions and greater opportunities in both academic and professional settings.
Learning Objectives
Using Bloom's Taxonomy, the learning objectives for this communication activity, which reinforces communication as a soft skill, can be categorised as follows:By following these learning objectives, you will develop a comprehensive understanding of effective communication techniques and how to apply them in a business strategy context.
Creating
Evaluating
Understanding
Analysing
Applying
Remembering
Activity Overview
You will take on the role of a business strategist tasked with communicating a strategic decision to three different stakeholders: the CEO, a team of junior analysts, and a key client. The goal is to craft three distinct messages that convey the same core information but are tailored to the specific needs, knowledge levels, and concerns of each audience.
Soft Skill Activity: Enhancing Communication Skills as a Business Strategist
This 30-minute self-directed activity is designed to help undergraduate students develop effective communication skills, focusing on clarity, conciseness, and the ability to tailor messages to different audiences. As a business strategist, these skills are crucial for conveying ideas, strategies, and decisions clearly and persuasively.Total Duration: 30 Minutes
Steps: Identify the Core Message (5 minutes):
- Start by imagining a scenario where a new strategic initiative is being introduced, such as a decision to pivot the company’s product offering to a new market segment.
- Write a brief, clear statement (2-3 sentences) that summarises the key points of this strategic decision. Focus on what needs to be communicated across all three audiences.
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Tailor the Message for Different Audiences (15 minutes):
- CEO (5 minutes): Craft a message that is concise, focused on high-level implications, and aligns with the company's overall vision and goals. Highlight the strategic impact and potential ROI.
- Team of Junior Analysts (5 minutes): Develop a message that is more detailed and explanatory. Focus on how the decision will affect their day-to-day work, the data they’ll need to consider, and how it fits into the broader strategy.
- Key Client (5 minutes): Write a message that is client-focused, addressing how the strategic shift will benefit the client, minimise disruptions, and align with their interests. Emphasise collaboration and long-term partnership.
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Reflect on the Communication Strategy (7 minutes):
Compare the three messages you’ve crafted. Reflect on the following questions and write brief notes on each:
- How did you adjust the tone, language, and detail for each audience?
- What were the key differences in how you communicated the same core message?
- Why is it important to tailor communication to different stakeholders in a business context?
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Final Review and Call to Action (3 minutes):
- Review your three messages to ensure they are clear, concise, and effectively tailored to each audience.
- Consider how you would deliver these messages in a real business setting, whether through email, a presentation, or a meeting.
- Write a brief conclusion on how this exercise has enhanced your understanding of strategic communication and how you can apply these skills in your future career.
Expected Outcome
By the end of this activity, you will have practised crafting tailored communication for different business stakeholders, enhancing your ability to convey strategic decisions effectively. This exercise will build your confidence in adjusting your communication style based on the audience, a key skill for any successful business strategist.
Model answers
Now that you have had a go of answering using the notes provided, click next to see the model answers.
Identify the Core Message (5 minutes):
Core Message: "Our company has decided to pivot our product offering to focus on the rapidly growing market segment of eco-friendly consumer goods. This strategic move is expected to position us as a leader in sustainability, aligning with global trends and increasing our market share over the next five years."
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Tailor the Message for Different Audiences (15 minutes):
Message for the CEO (5 minutes):"To align with our long-term vision of becoming a market leader in sustainable products, we are pivoting our product strategy to target the eco-friendly consumer goods segment. This shift is projected to increase our market share by 15% over the next five years, leveraging the growing demand for sustainable products. By focusing on this trend, we can not only drive revenue growth but also strengthen our brand's position as an innovator in sustainability."
Message for the Team of Junior Analysts (5 minutes):"Our strategy team has identified a significant growth opportunity in the eco-friendly consumer goods market. We will be shifting our product focus to this segment, which will require us to adapt our data collection and analysis processes to monitor new market trends. This change will impact our ongoing projects, and I’ll need you to start gathering insights on consumer preferences, pricing strategies, and competitor actions in the eco-friendly space. This initiative will be key to our company's future growth, so your contributions are crucial."
Message for the Key Client (5 minutes):"We’re excited to share that our company is shifting its product strategy to focus on eco-friendly consumer goods. This pivot aligns with the increasing demand for sustainable products, which we believe will benefit your business as well. Our new offerings will provide environmentally-conscious consumers with the products they’re seeking, helping you to attract and retain this growing customer base. We’re committed to ensuring a smooth transition and will work closely with you to integrate these new products into your existing portfolio."
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Tailor the Message for Different Audiences (15 minutes):
Message for the CEO (5 minutes):"To align with our long-term vision of becoming a market leader in sustainable products, we are pivoting our product strategy to target the eco-friendly consumer goods segment. This shift is projected to increase our market share by 15% over the next five years, leveraging the growing demand for sustainable products. By focusing on this trend, we can not only drive revenue growth but also strengthen our brand's position as an innovator in sustainability."
Message for the Team of Junior Analysts (5 minutes):"Our strategy team has identified a significant growth opportunity in the eco-friendly consumer goods market. We will be shifting our product focus to this segment, which will require us to adapt our data collection and analysis processes to monitor new market trends. This change will impact our ongoing projects, and I’ll need you to start gathering insights on consumer preferences, pricing strategies, and competitor actions in the eco-friendly space. This initiative will be key to our company's future growth, so your contributions are crucial."
Message for the Key Client (5 minutes):"We’re excited to share that our company is shifting its product strategy to focus on eco-friendly consumer goods. This pivot aligns with the increasing demand for sustainable products, which we believe will benefit your business as well. Our new offerings will provide environmentally-conscious consumers with the products they’re seeking, helping you to attract and retain this growing customer base. We’re committed to ensuring a smooth transition and will work closely with you to integrate these new products into your existing portfolio."
3
Reflect on the Communication Strategy (7 minutes):
Tone, Language, and Detail Adjustment:
- For the CEO, the message was concise, strategic, and focused on high-level implications like market share and brand positioning. I used more formal language and highlighted the potential ROI.
- For the Junior Analysts, the message was more detailed and instructional. I focused on the specific tasks they would need to undertake and how the shift would affect their day-to-day responsibilities. The language was more explanatory and supportive, ensuring they understood their role in the transition.
- For the Key Client, the message was client-centric, emphasising benefits and collaboration. The tone was reassuring and focused on how the change aligns with their needs and market trends, aiming to maintain a positive relationship.
Reflection Notes:
Key Differences:
- The CEO message was high-level and strategic.
- The Analyst message was operational and detailed.
- The Client message was relational and benefit-focused.
Importance of Tailored Communication:Tailoring communication is crucial in business strategy because different stakeholders have different priorities, knowledge levels, and interests. Effective communication ensures that each audience understands the message in a way that resonates with their specific concerns and responsibilities, leading to better decision-making, smoother transitions, and stronger relationships.
Final Review and Call to Action (3 minutes):
Review:The messages are clear, concise, and tailored to their respective audiences. Each one effectively communicates the core message while addressing the specific needs and interests of the stakeholder.
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Conclusion:This exercise has enhanced my understanding of the importance of audience-specific communication. In my future career, I will apply these skills by always considering who I am communicating with and adjusting my message to ensure clarity, relevance, and impact. This approach will help me become a more effective business strategist, capable of leading successful initiatives and building strong stakeholder relationships.
Well done!
You have completed this soft skills activity. We hope you have enjoyed the programe and picked up some new skills and information!
"Identify key elements of effective communication, such as tone, clarity, and audience awareness, in business messaging.
- Differentiate between the communication needs of a CEO, a team of junior analysts, and a key client.
- Analyse how the core message is adapted to suit the interests and concerns of each audience.
- Create audience-specific communication strategies that can be used to convey complex business decisions effectively.
- Design messages that maintain clarity, brevity, and relevance while being tailored to different stakeholder groups.
- Explain the significance of tailoring communication for different audiences within a business context.
- Summarise the differences in communication styles required for various stakeholders (e.g., CEO, junior analysts, clients).
- Compose tailored communication messages that effectively convey the same core message to different stakeholders.
- Demonstrate the ability to adjust tone, language, and content based on the specific audience being addressed.
- Assess the effectiveness of the tailored communication messages in achieving their intended impact on each stakeholder.
- Critique the approach used to tailor the messages, identifying areas where the communication could be improved.