Three Viewpoints On Becoming a Better Technical Communicator

By Erica Coco

The STC Willamette Valley Chapter hosted three speakers for the May 15, 2003 STC Willamette Valley Chapter meeting. The topic was “Communicating Across the Organization.” Each speaker presented a unique perspective on how to maintain your edge and increase your value as a technical communicator.

Sales, Persuasion, and Public Speaking Skills: The First Speaker

Seamus Kennedy, a gifted public speaker and graphic designer, gave the first speech. In it, he discussed the importance of good presentation skills for all professional communicators. To emphasize his point, he used no PowerPoint slides or any other props; instead, he relied solely on his own power as a speaker. Seamus stated that anyone can benefit from learning sales presentation skills; in fact, as your company’s technical communicator, you may be able to apply your skills toward endeavors such as helping your company execute its post-purchase evaluations. Or, your sales and presentation skills may be the key to maintaining good ongoing relationships with your customers.

Spoken and Written Communication: Two Sides of the Same Coin

Spoken communication is every bit as important as written communication when dealing with clients. In fact, public speaking is really a logical extension of written communication. Moreover, if we get used to the idea that we have an important message to relay, the actual act of giving a speech will become rote.

Misunderstandings and Miscommunication

All public speaking is really “sales.” As a technical communicator called on to give a presentation, you must employ:

1. Credibility — You are a conveyor of proven, valuable information.
2. Persuasion — You must research your audience to discover their particular “hot buttons”; knowing your audience’s needs and concerns will enable you to persuade them on their own terms, instead of straining to bring them over to your point of view.
3. Call to Action — Build it into your message! What is the desired result?
4. Logic and Reasoning — When selling your viewpoint, gently point out the logical fallacies in the opposing arguments; by doing so, you’ll draw power and momentum away from the “opposition” and gain your audiences’ respect.

Finally, your ultimate goal is to achieve “desired results.” What do you want your audience to do? What key points do you want them to understand? If dissension still exists among your audience members, from where in the preceding four areas do the problems derive? The conclusion is your last chance to clarify any points you’ve already made and to bring your clients over to your point of view.

Creative Problem Solving: The Second Speaker

Richard Fobes, author of The Creative Problem Solver’s Toolbox, was the next speaker. Richard believes that creative problem solving can open new roads in technical communication. To become a more creative problem solver, you should first group all of your ideas together, no matter how disparate they are. They will start to fall into logical categories after you’ve written them all down. Other important elements of creative problem solving include:

• Humor And Sudden Insight — When you relax and have fun with your ideas, a shift in paradigms may occur; you may see possible solutions where formerly you saw only problems.
• Creativity — Very important! Nonetheless, you shouldn’t pursue elaborate solutions just for the sake of creativity; Instead, ask yourself if these new solutions are practical. Can you actually apply them in your workplace?
• Efficiency — Developing creative solutions can take some time and effort, but ultimately your workplace productivity will increase.

For you and your employer, creative solutions lead to a better quality workplace. As your contributions get noticed, you will receive more appreciation. Hopefully, as your status increases with your employers and clients, you will receive better pay, better projects, and telecommuting opportunities. So, stay focused on reminding your employers and clients how creative problem solving can help them save time and money.

In closing, Richard Fobes stated: “Where there are challenges there are opportunities; by creating your own solutions you can get to where you want to go.”

Understanding Your Brain: The Third Speaker

Robin Rose, a therapist and expert in the areas of Human Development and Communication, gave the third presentation. She believes that by understanding your brain’s physiology, you can actually accelerate the learning process and enhance communication. Ultimately, her goal is to increase your self-awareness; in your everyday life, which area of your brain is directing your speech? Which area of your brain is directing your learning process? Many people communicate chiefly from the fight-or-flight area of the brain. This survival brain causes us to communicate poorly: we misread people’s intentions and make bad mistakes. The instinctive area of our brain was formed by the age of three; to be successful in a complex world, we must learn to override our primitive brain.

Instead, we must cultivate our “thinking brain”. The thinking brain encourages:

• Accelerated learning
• Professional communication
• The development of creative problem solving skills

Moreover, the thinking brain prefers win/win outcomes and collaboration. When we work from our thinking brain, we are more capable of showing unconditional respect for others through both verbal and non-verbal actions. In contrast, the survival brain has no thinking or self-awareness capabilities. When we work from our survival brain, we focus exclusively on our own needs when working with others.

Confusing/Challenging Communication

When you are surprised, confused, or irritated, you automatically hold your breath. Then, eight to ten seconds later, the limbic system releases cortisol and adrenaline. As these chemicals are released, the thinking brain disconnects and the primitive infant brain takes over. What’s the best way to keep the thinking brain connected during challenging moments? BREATHE!

Breathing Techniques

Chest breathing uses only 30% of your lung capacity—You must belly breathe. When you involuntarily hold your breath or breathe only from your chest, your brain releases cortisol and adrenaline. These chemicals cause your digestive system and your immune system to turn off.

In contrast, belly breathing allows longer, slower inhalations and exhalations of breath; you not only take in more oxygen, but as an added bonus, the limbic system releases calming chemicals like serotonin and endorphins. These chemicals activate your thinking brain; the thinking brain must be active if you want to communicate effectively and think clearly.

When you’re in a stressful situation, how can you override your instincts and activate your thinking brain? You must:

1. Note your breathing; Are you breathing from your chest or from your belly?
2. Notice your internal thinking; is it solution focused or are you just recycling old problems?

Remember the benefits of cultivating your thinking brain; it allows you to:

• Express yourself clearly and respectfully
• Problem solve creatively
• Listen thoroughly
• Remain calm

Closing

In closing, our moderator Jean Richardson discussed one of the slides in our packet of supplementary handouts. The title of the slide was “Moving in the direction of change—staying ahead of the curve.” The text of the slide said:

Strategic Contributor

• Understands business, customers, and competition
• Contributes to strategy and business process improvement
• Ensures customers/users are successful
• Can demonstrate financial impact of information and usability on bottom line
• Can make business case for new initiatives
• Visionary; leads multidisciplinary teams to improve customer/user experience

Jean stated that truly creative problem solvers possess the skills listed on this slide. Moreover, we have many self-improvement techniques at our disposal to aid us in becoming strategic contributors. Whether we choose to develop our presentation skills, our creative problem solving techniques, or our higher level, “thinking” brains, all of these tactics can be used to help us become more efficient communicators and more productive members of our workplace teams.

Erica Coco is a graduate of the University Of Illinois’ School of Communications. She is a member of STC, and recently received her Technical Communication Certificate from PCC. Erica can be reached at scorpiogirl1171@yahoo.com.