Deliverable 4- Presentation of Data

Objective Communication Techniques

Objective communications involve substance, not style. Objective communications should provide a vibrant and influential presentation of the communicator’s unbiased findings. Communications come in a wide variety of platforms such as the spoken word, written articles, graphical presentations and electronic interactions. To stay objective and keep any communication unbiased, a well-balanced use of sources needs to be employed. Take care in using opinions in communications, as their use can introduce and imply bias.

It is difficult to create and present completely unbiased presentations; this is especially true if opinions and prejudices inadvertently appear in communications. Always strive to cite sources that both support and oppose the issue at hand; by doing this in a well-balanced approach, personal beliefs will no longer be a concern. Stating opposing views contrary to overall communication goals will give the audience an appreciation and confidence that the content of the communication delivered is fair and unbiased.

All information cited in communications should come from primary sources. Secondary sources cited in any research or presentation are inappropriate because the content of secondary sources could contain second- or third-hand information that has been diluted or changed from the intent of the original primary source.

To detect if any biases exist in the listed sources, research the background of the primary source, looking for information such as job title, employer, occupation, and other published articles. If this information is not readily available in their work, perform a web search on their name. If biographical information on the source cannot be found, review the information presented and look for a variety of viewpoints on the covered issue. If the information is one-sided, it is highly likely that it is biased.

Communications need to be evaluated to determine if biases exist. To conduct an audit, find out what others are doing in regards to their communications. Question communications as to their effectiveness in achieving stated goals and determine how effective the communications are. Consider holding brainstorming sessions, begin talking to others, host focus groups and ask questions of the target audiences. The overall goal is to determine the objectivity and content of any communication.

Quality communication should contain the communicator’s objectives, methods for meeting these objectives, and a way to measure intended results. Communication is a process that involves two or more people; to achieve good communications, the presenter needs to provide information and then ensure that the information covered was understood by the target audience. This takes place by questioning and receiving feedback. The audience needs to understand and acknowledge what transpired to complete the communication process.

Due to our environmental, cultural, and societal diversity – coupled with lifetime experiences, and language barriers - no two people will process information the same way. Therefore the substance of the communication can have different meanings to the members of the audience - this is where audience feedback becomes crucial. The audience response can be verbal; it might also be evident through gestures or some other physical activity. What is important is that the presenter can observe the receipt of the communication, then reiterate what he or she was trying to convey through an example or another approach if necessary.

The following scenario is good example of a situation where the substance of communication was interpreted differently than intended.

Scenario

An in-person meeting is usually the best way to communicate and is preferable when the option exists. Not only can you get immediate feedback, you can read the person's reaction to information by his or her nonverbal cues.

Understandably, though, despite the fact that this is often the best way to communicate, it's not always possible.

Situation

After the technician's third visit, he was called into the director's office and was nearly fired due to prejudicial treatment of the accountant, an employee of Italian descent.

Resolution

The accountant thought that his heritage was being made fun of and submitted a complaint - luckily for the technician, the accountant accepted his apology once he received an explanation.

The development of communications requires the use of critical thinking – which is the ability to scrutinize source data in a rational and detached manner. This is true of both supporting and opposing views. By utilizing this approach, the communicator’s intent should remain objective. As a communicator, stifle the need for expressing personal opinions and provide a well-balanced, thoughtful presentation or communication. Objectivity needs to be at the forefront of the thought process when developing any statement within a communication. Also, periodically ask questions throughout the presentation, or conclude it with a question and answer session. By doing this, you can ensure that the content you convey is received properly.