Leaders in Organizations (LIO)

Unit 12: Communicating Effectively

Welcome to the unit on communication. In this last unit of the course, you will learn about effective communication, the importance of persuasive communication, and how to improve your communication and persuasion skills. You will learn how the concepts of logos, ethos, and pathos apply to the design and delivery of persuasive speech. You will also learn five general communication rules and how to design and deliver effective slide presentations.

Learning Objectives

Upon completion of this unit, you will be able to:

Assess personal strengths and weaknesses in communication skills;
Identify strategies to strengthen verbal, written and virtual communication skills;
Incorporate key components of persuasive speech into planned communications;
Utilize visuals to enhance a presentation; and
Explore storytelling as a persuasive leadership tool.

Practice

We encourage you to have a paper journal and pen with you to complete written activities and self-reflection assignments. Alternatively, you may find it useful to use Microsoft Word to complete written activities and self-reflection assignments.

Learning Activities

Reading: Introduction to Effective Communication (5 min)
Communication skills are critical to being an effectiveCommunication skills are critical to being an effective manager and leader. Effective communication means that the correct message goes from the sender to the receiver successfully, in the way the sender intended. Just because a message is sent does not mean that it was received accurately. Effective communication requires the ability of both the sender and the receiver to:
1. Listen
2. Pay attention
3. Perceive what the other is trying to communicate
4. Respond verbally or nonverbally (i.e., react)
Effective communication is more than just providing information or giving advice. It involves asking questions, listening carefully, trying to understand the concerns or needs of the other, demonstrating a caring attitude, and helping to solve problems. The first step in communicating well is listening. Although it may sound simple, many people fail to thoughtfully hear and reflect on other people’s messages. The second step is speaking. We do this every day but often take for granted the need for strong speaking skills in order to succeed as managers and leaders. Communicating as a leader often requires us to speak to groups, particularly in a way that motivates and inspires them. We’ll discuss tools for public speaking in more detail later in the unit.
Video: Active Listening (5 min)
Many of the units in this course have discussed the importance of listening. In Unit 2, we covered Habit 5: Seek First to Understand, Then to be Understood. This emphasized being an active listener. In Habit 4: Think Win-Win and Unit 5 Influence without Authority, we learned the importance of understanding another’s viewpoint and what they want, which also requires being able to listen. We also discussed the concept of building up our reserves in our Emotional Bank Account with others, which, if done correctly, requires not only listening and paying attention to details about others, but also carefully communicating on a regular basis. In Unit 11 Work Climate, we discussed the role listening plays as a non-financial incentive to improve staff performance.

Watch the following Everyday Leadership video called Active Listening with Aaron Katz (USA) on the importance of listening with focus and attention, with more than just your ears.

Instructions: Tap the video to play.

Credit: University of Washington
After you watch the video, in your journal, write your response to the following questions, then tap the Compare Answer button to reveal additional information.
- How do you know when someone is actively listening to you?
- Why are strong listening skills important for leaders?
Compare Answer

You know when someone is listening when they are not distracted, they give you their full attention, they make eye contact, they do not interrupt, they do not change the subject, and they do not look at their watch. Listening improves morale and builds trust. It is the frist step to creating a culture of open communication. Thoughtful listening fosters a spirit of learning and collaboration.
Reading: The Necessary Art of Persuasion (15 min)
There are a number of ways you can improve your listening skills. The following are tips to you can refer back to:
1. Stop talking. Take a vow of silence once in a while.
2. Practice saying, “Take your time, I’m listening,” and really mean it.
3. Set aside your own agenda.
4. Say, “Let me make sure I understand,” and then re-state the issue.
5. Look, act, and be interested. Be available and receptive emotionally as well as through body language. Don’t read your email, use your mobile phone, send an SMS, doodle, shuffle, or tap papers while others are talking.
6. Be sensitive to the speaker’s feelings. Listen between the lines. Ask for clarification if something seems to be hinted at or omitted.
7. Try to appreciate the other person’s point of view. Stay constructive; don’t evaluate or offer critical remarks until the context has shifted.
8. Listen without being in a hurry to take over. Don’t interrupt. Sit still past your tolerance level.
9. Try to imagine yourself in the other’s place; feel what the speaker feels.
10. Help draw out thought and feeling by asking questions.
11. Have the speaker elaborate for further understanding.
Adapted from: Covey, Steven. (2003) The 7 Habits of Highly Effective People—Personal Workbook. pg. 110. Senge, Peter et al. (1994) The Fifth Discipline Fieldbook. pg. 391
Video: Persuasive Communication Part 1 (6 min)

Next you will watch a recorded lecture with Ann Downer (USA) where Dr. Downer introduces you to the topic of persuasive communication and discusses five general rules for effective communication.

Instructions: Tap the video to play.

Credit: University of Washington
Video: The Leader as Storyteller (20 min)
One very effective tool in communication is telling a story. Stories can often make the difference between a group becoming cohesive and focused toward a common effort or being disconnected and unfocused. Watch this Everyday Leadership video by Tachi Yamada (Japan) as Dr. Yamada shares his leadership journey and strategies for communicating to teams, including storytelling.

Instructions: Tap the video to play. After you watch the video respond to the question below the video.

Credit: University of Washington
In your journal, write your response to the following questions:
1. What types of stories can you use to tell the story of your own journey as a leader?
2. What are some of the elements of the “common well of human experience” that Dr. Yamada talks about in this video?
After you have written your response, tap the Compare Answer button to reveal additional information.

Compare Answer

Stories that might help you tell your own story include events from childhood that helped form your core values; stories of discovering your vision and mission; stories of challenges you have faced personally; stories of successes and failures that you have learned from; and stories of how you have learned in stages how to be more effective and responsible as a team member, manager and leader. Dr. Yamada talks about the challenges we will all face, such as illness and the loss of those we care about as challenge that all people can relate to. By framing the work of his company in terms of focusing on “the patient” and telling the story of his own mother, his team was able to relate to the idea that, in the end, the person suffering from disease was precious to someone. Care for loved ones is part of the common well of human experience. Other elements may include: challenges such as vulnerability, fear, or positive motivations such as wanting to excel in a field or wanting to be a part of the effort to further science.
Video: Persuasive Communication Part 2 (18 min)

Persuasion is the process of preparing and delivering verbal and non-verbal messages to autonomous individuals in order to strengthen or alter their attitudes, beliefs, and/or behaviours.

We all use persuasion. We make presentations and requests of others to persuade them to our ideas. Watch this interactive lecture with Ann Downer (USA) on persuasive communication. In this lecture, Ann gives some historical context on persuasive communication. She also introduces the Greek concepts of logos, pathos and ethos and discusses the importance of balancing these when communicating persuasively. In the second part of this lecture, Ann discusses how to create effective PowerPoint presentations based on tips from Nancy Duarte, a renowned presenter in the US.

Instructions: Tap the video to play.

Credit: University of Washington
Reading: Tips for Becoming an Effective Listener (15 min)

Effective persuasion requires commitment and practice. Please read The Necessary Art of Persuasion by Jay A. Conger. In this article, Conger emphasizes the importance of the art of persuasion. He describes it as an art of learning and negotiating rather than convincing and selling. Conger presents the four steps that can improve your ability to persuade others.

Source: Jay A. Conger (1998). The Necessary Art of Persuasion. Harvard Business Review. May-June Issue.
Click here to open a PDF version of the reading. This PDF will open in a new screen. Click here to open a PDF version of the reading. This PDF will open in a new screen.
Optional: Group Discussion (15 min)
If you are taking this course with a partner or in a group setting, have a conversation about your leadership and management experience by discussing the following questions:
- From your personal experience, what tips can you share related to public speaking?
- How do you cope with nerves?
- How do you prepare?
- What have you learned about presentation skills?
Please share any ideas that work for you and might help others.
Case Study: Communicating Effectively (30 min)
Instructions: Think about the information on communicating effectively that was shared with you and complete a short case study. Read the case scenario below, then respond to four questions about it. Please have your journal available to write your responses to the essay questions.

Case Study: You are an Army Captain eligible for promotion to Major. You are preparing your promotion application for submission and have a personal interview scheduled with the Promotion Board in three weeks. Your qualifications show you have done three tours of duty and received two Army Accommodation Medals for outstanding service in a hostile environment. You have received several letters of recognition from field commanders and a recommendation for promotion from your present Unit Commander.

Your Application for Promotion requires filling out summaries for the following sections:
- Background: Describe your background and qualifications.
- Expertise: List your specialty training and ability to perform your present position.
- Awards and Decorations: Describe your awards and decorations, reasons they were awarded, and special recognitions.
- Assignments/Tours of duty: Describe temporary/special assignments and tours of duty.
- Education and Military Courses: List civilian/military education and completed military courses.
- Strengths and Weaknesses: Ilustrate both your strengths and weaknesses.
- Major contributions to the Army’s mission, goals, and objectives: List your accomplishments that significantly contributed to the Army’s mission, goals, and objectives.
1. In preparation to meet the promotion board, how could you strengthen your verbal, written, and virtual communication skills? Write a response in your journal, then tap the Compare Answer button to read feedback.

Compare Answer
Compare your response with the following information:
- Prepare several drafts of reponses to each application section to ensure it contains concise and relevant details of your leadership skills.
- Use storytelling skills in preparation for the interview. Use virtual communication to practice storytelling.
All aspects of effective communication are used in developing responses to the sections of the application. Practicing telling your story for the interview builds self confidence and helps with speech clarity. Using virtual communication can also improve your public speaking skills.
2. How could you use the three critical elements of persuasion? Write a response in your journal, then tap the Compare Answer button to read feedback.

Compare Answer
Compare your response with the following information:
- Ethos: Giving examples of integrity by showing strong leadership skills in completing all assigned mission objectives. Highlighting technical expertise by illustrating extensive military experience.
- Pathos: Demonstrating the emotional connection by respecting and knowing the interests of every military service member in the unit.
- Logos: Appealing to others by using proven strategies from previous tours. For example, logistically placing troops and using military strategies to accomplish every military objective.
Balancing the three elements equally has the most potential for successful persuasive communication. Each element is as important as the next, and all should be used simultaneously.
3. Which two storytelling types could be used effectively during the board interview? Write a response in your journal, then tap the Compare Answer button to read feedback.

Compare Answer
Compare your response with the following information:
- A story of how you have learned in stages to be a more effective and responsible leader.
- A story of challenges you have faced personally while advancing in your military career.
When interviewing, you must speak well so that your verbal communication is clear and your message is well received. Your story must convince the board that you are the most qualified and talented candidate. You must persuade the board to award you the promotion based on your credibility, knowledge, and skills.
4. True or False: It is not necessary to understand why a particular question is being asked.

True

False

Feedback

The correct answer is False. Listening intently and understanding why a particular question is being asked will help you to answer the question correctly. Listening and paying attention to the question can also reveal a message that the sender wants you to receive.
Quiz: Unit Knowledge Check (15 min)
Assess your knowledge about the concepts you learned on effective communication by answering four questions.

Instructions: Tap the correct answer, then tap the Feedback button to reveal the correct answers and additional information.

1.Which of the following is NOT a general communication rule presented in Ann Downer’s first recorded lecture?

A. Be brief.

B. Choose your medium carefully.

C. Written communication is most effective.

D. Practice good email technique.

E. Choose one point you want to make and one question you want answered.

Feedback

The correct answer is C. Effective communication influences your thinking and how you learn, remember to be brief and thoughtful with your modality of communication. When communicating complex concepts, consider picking up the phone or having a conversation in-person. While email communication can also be effective (and help you document important information), practice good email techniques. Organize your email communication so that it is clear, logical, and fluent. Provide the situation, complications, and questions/answers.
2. Match the following concepts with their correct meanings:
Greek for "character". Aristotle used this term to refer to the credibility of the source or the trustworthiness of the writer or speaker. Greek for "suffering" or "experience". Aristotle used this to refer to emotional or motivational appeals. It is an appeal to an audience's sympathy and empathy. Greek for "word". Aristotle applied this term to refer to "reasoned discourse" or persuasion by use of reasoning. It refers to the internal consistency of the message, the clarity of the claim, the logic of its reasons, and the effectiveness of its supporting evidence. Feedback
There are three critical elements that make up effective communication.
- Ethos: refers to your credibility, meaning you want people to believe what you are saying. Demonstrating your technical expertise in a specific area, displaying a strong level of integrity and character.
- Pathos: refers to your emotional connection, it’s the reason why people believe what you are saying, because you have shown them that what you are saying matters to them. Ways you can build this connection is by practicing active listening and interest in your colleagues and employees, showing enthusiasm to those colleagues and employees.
- Logos: refers to your mode for appealing to others’ sense of reason, logic. Demonstrating strategic thinking, problem solving and analytic skills in a clear, concise and compelling way to influence outcomes.
These three elements of communication reinforce one another. You may rely heavily on data and analysis (logos) to make a point and in so doing create a perception of expertise and authority on a topic (ethos). Improving your ability to do any one of them will help you become a better communicator and leader. Combining all three together is the path to achieving the greatest success.
3.What are the four concepts that Conger describes as critical for persuasive communication? Tap all that apply.

A. Establish credibility

B. Develop communication

C. Frame the common ground

D. Provide the evidence

E. Connect emotionally

F. Encourage debate

Feedback

The correct answers are: A, C, D, and E. Persuasion consists of four essential elements: establishing credibility, framing to find common ground, providing vivid evidence, and connecting emotionally. Credibility grows, the author says, out of two sources: expertise and relationships. The former is a function of product or process knowledge and the latter a history of listening to and working in the best interest of others. But even if a persuader’s credibility is high, his position must make sense–even more, it must appeal to the audience. Therefore, a persuader must frame his position to illuminate its benefits to everyone who will feel its impact. Persuasion then becomes a matter of presenting evidence–but not just ordinary charts and spreadsheets. The author says the most effective persuaders use vivid–even over-the-top–stories, metaphors, and examples to make their positions come alive. Finally, good persuaders have the ability to accurately sense and respond to their audience’s emotional state. Sometimes, that means they have to suppress their own emotions; at other times, they must intensify them. Persuasion can be a force for enormous good in an organization, but people must understand it for what it is: an often painstaking process that requires insight, planning, and compromise.

4. True or False: When persuading others, it is important to pay most attention to pathos and appeal to the audience’s emotions.

True

False

Feedback

The correct answer is False. It is important to balance logos, pathos and ethos when communicating persuasively.
Self-Reflection: Learning Action Plan (15 min)
Putting your learning into action is essential to knowledge transfer, applying the knowledge you gained in this unit, and retaining that information in the future.

Take a moment to reflect on what you’ve learned in this unit. After reflecting, in your journal, write:
- Four things you learned in the unit.
- Three things you will implement:
- Two things that changed your perspective.
- One thing you will ask for more help with.
Reading: Conclusion (5 min)

In this unit, you learned about the five general rules for effective communication. You also learned tips for how to communicate virtually (email etc.). You learned about the history of persuasive communication and about pathos, ethos, and logos. You were given suggestions for creating effective PowerPoint presentations from Nancy Duarte and you learned about the importance of persuasion and how to improve your ability to persuade others. You read the Necessary Art of Persuasion by Jay A. Conger and learned about the importance of persuasion and how to improve your ability to persuade others.