CHAPTER 4

Speaking Skills

“Mend your speech a little, Lest you may mar your fortunes.”

—William Shakespeare

SPEAKING

The Art of Speaking

Speaking, like writing, is a mode of communication. In the sense of making a speech or giving a talk before an audience, speaking is considered to be an art worth developing. People consider this form of communication to be most effective in spreading one’s ideas and influencing other people. Consider how great thinkers, political leaders and social workers, such as Swami Vivekanand, Martin Luther king Jr., Winston Churchill, Mahatma Gandhi, made a difference in the life of the people and the destiny of nations by spreading their ideas and influencing people with the power of their spoken words.

Goals of Speaking

There are three main goals of speaking: to persuade, to inform, and to delight. These are the very goals of communication as such. As a speaker you want to persuade people to accept to do or believe what you think is right, or you wish to make them feel better placed by informing them of things you consider important to know. And finally you seek to entertain people with your wit and interesting anecdotes.

Speaking Styles

Speaking has various styles. Some of these are formal, informal, polite, normal, blunt, tentative, and direct.

It is important to choose appropriate ways of saying things according to the situation you are in. In many situations it will be appropriate to use normal or neutral language. In other situations, it is necessary to use language forms that are appropriate to special situations.

1
Learn the different goals and styles of speaking.

• We use tentative language when we are sincerely unsure of our facts or of how we feel. E.g. It’s very kind of you to invite me, but I’m not sure if I can come.

We also use tentative language when we want to give the impression of being unsure in order to be tactful and diplomatic. For example, if we want to disagree with a superior, it would probably be too strong to say ‘I can’t agree with you’ and it would be more appropriate to be tentative and say I’m not sure if I’d agree with you’.

• Direct language is the opposite of tentative language; it gives the impression that the speaker is very sure. This impression is appropriate if, for example, we want to agree with someone. But, it can sound rude and inappropriate in many situations like inviting a superior to a party.

  For Example

  1. No. You are mistaken the statistics just cannot be this high.
  2. I see your point. But, we’ll have to go ahead with our previous plan.
• We use polite language when we want to sound particularly polite without being tentative.

  For Example

  1. I’m sorry. But, I feel there is a mistake somewhere. According to my calculations, the statistics should not be so high.
  2. You definitely have a point. But, I’m afraid this time we’ll have to go ahead. Next time onwards, we’ll definitely consider these points.
• Formal language creates the impression of social distance between people. It occurs mostly in official situations e.g. business meetings, official receptions.

  For Example

  1. I’d be delighted if you could make it to the party. We’ll all look forward to it.
  2. Forgive me if I sound curious. But, isn’t this the same girl we saw him with yesterday?
• Informal language is used basically between friends. It is generally inappropriate to use it with anyone else.

  For Example

  1. Cut it out’ Will you? I’ve had enough of this.
  2. You‘re coming to the party tonight, aren’t you? I just wont take ‘no’ for an answer.
• Strong language carries with it a strong sense of conviction. It usually sounds very direct.

  For Example

  1. This is impossible! How could you ever promise without consulting me?
  2. I’m gone without this project. I must get it, come what may.
• Blunt language is extremely frank. It should be used with extreme care, as in most cases it will simply sound rude.

  For Example

  1. I know you’re lying. You can’t fool me!
  2. I must tell you. Your work was not up to the mark and we’ll have to review your extension.

In most cases we use normal and neutral language, but sometimes, depending on the situations we are in and also on the basis of our co-speakers, we use special language. The type of language we use shows our attitude.

Style of Speaking: Speaking requires formal language, jargon, slang and incorrect language have no place in speaking. The speakers have to raise the level of their language and polish their expressions for creating a favorable impression on the audience. Speaking requires a forceful and passionate delivery.

The Speaking Process

If you are speaking to inform or to persuade a group of people (regardless of whether in a stand-up presentation, a seated deck-presentation, a videoconference, or a webcast), use these techniques to structure what you say. Since, unlike readers, your listeners can’t glance back or skip ahead, you’ll need to be repetitive and exceptionally clear by including (1) an opening, (2) a preview of the main points, (3) clearly demarcated main points, and (4) a closing.

2
Know the process of speaking.

Use an Effective Opening

Openings are important in all forms of communication, when you make an oral presentation, however, your opening is even more crucial than it is when you write. Therefore, always use the first minute or so of your presentation for your opening, what many experts call a ‘grabber’ or a ‘hook’.

To decide what to say during your opening, think about the audience: Are they interested? Do they know how the topic relates to them? Do they know you well or not? Given your audience, choose from among the following techniques:

• Tell them why you’re speaking: What they will learn in a tell presentation or what you hope they will do as a result of a sell presentation—so they can listen with these ideas in mind.
• Grab their attention: Why should they listen? Often, your audience will have other things on their minds or will not be especially interested in your topic, so you may need to open with a provocative question, a problem definition, a promise of what your presentation will deliver, a personal story that makes a business point, a vivid image, or a striking example or statistics.
• Show them ‘what’s in it for them (WIIFT)’: Why should they care? Why should they bother?
• Build your credibility, if necessary: If your audience doesn’t know about you, introduce yourself-and use any of the persuasion techniques to enhance your credibility by establishing a ‘common ground’.
• Use humor with caution: Humor can be an effective grabber; however, use it only if it fits your personality and style, if it is appropriate and inoffensive for every member of the audience, and if it relates to the topic or occasion. Never use humor that might make anyone feel, put down, or trivialized.

Give a Preview

Without a doubt, the most important part of your presentation is a preview (also known as an agenda, an outline, or a table of contents) of what you will be covering. Always give an explicit preview at the beginning of your presentation.

Previews help your audience understand and remember what you say. Think again about the contrast between listeners and readers. Your readers can skim a document and read your headings and subheadings before they start reading. Your listeners, in contrast, have no idea what you will be covering unless you tell them.

Typical previews include a list of key points (such as reasons, examples, or recommendations), key questions, or a problem followed by a solution.

Examples of Previews

Longer and more formal: I will discuss sales in each of our four European regions: the Northern, Southern, Western, and Central.

Shorter and less formal: Let’s take a look at the sales figures in our four European regions.

State Your Points Clearly

Your main points need to be organized and easy to follow, much more so than in writing. Readers can look over, slow down, and reread when they wish; listeners, of course, cannot. Therefore, remember these three guidelines when you’re speaking.

Limit Your Main Points Experiments in cognitive psychology show that people cannot easily comprehend more than five to seven main points, so do not exceed that number when you’re speaking. That means grouping all of your points in any section or subsection into no more than seven major areas.

Use Strong Transitions When you are speaking, you need longer, more explicit transitions between major sections and subsections than you do when you are writing. Listeners do not stay oriented as easily as readers do; they may not even remember what it is that you are listing unless you use these longer transitions.

Ineffective short transition

Second, . . .

Effective longer transitions

The second recommendation is . . .

Let’s move on to the second recommendation.

Use Repetitive Transitions In addition to stronger, more explicit transitions, you also need to use more repetitive transitions when you’re speaking, because listeners may not remember information they hear only once. Although you may feel as if you’re being too repetitive, your listeners will appreciate detailed reminders that reinforce your structure. Therefore, between each major section and subsection, use a backward look/forward look transition. The backward look refers to recapping what you just covered, and theforward look provides a smooth transition to the upcoming part of your talk.

Effective backward look/forward look transition

Example: Now that we have looked at the three elements of the marketing plan (backward look), let’s turn to the financial implications of the plan (forward look).

Keep the Audience’s Interest High Remember that your listeners’ attention will decrease in the middle of your speech. Hence, consider the following techniques to keep up their interest, involve them, add variety, and wake them up:

• Include stories, case illustrations, analogies, and examples—not just numbers.
• Incorporate their names (e.g., ‘Pat in accounting and Wahid in human resources’ instead of ‘people from different departments’).
• Change your personal energy (e.g., your tone, pauses, or nonverbal dynamism),
• Ask rhetorical questions that relate to audience benefits (e.g., ‘So what does this mean for your business’?).
• Ask for a show of hands (e.g., ‘How many of you think our current policy is effective’?).
• Tell them you’ll be asking for their input after the presentation.

Close Effectively

The Audience Memory Curve also shows that your listeners are likely to remember your last words. Therefore, your closing should be more than a mere ‘thank you’ or the alltoo- common ‘dribble’ closing like ‘I guess that’s about it’.

Instead, use a strong, obvious transitional phrase—such as ‘to summarize’ or ‘in conclusion’—to introduce your closing remarks.

Here are some options for effective closings:

• Give a summary: Summarize your main points. Your audience will appreciate the wrap up.
• End with the action steps: Based on your communication objective. You might remind the audience ‘what’s in it for them’, if they take these action steps.
• Refer to the opening: A third kind of closing is to refer to the rhetorical question, promise, image, or story you used in your opening.
• If you end with Q and A, add a second closing, similar to your first one, so you get the last word.

Guidelines for Developing Speaking Skills

Nervousness and stage fright is natural for all beginners before a large audience. However, this feeling is gradually overcome by knowing that everyone who stands before an audiance feels like you. Remember the techniques discussed by Stephen E Lucas in his book, The Art of Public Speaking, (1989) to develop self-confidence and skills of speaking.

3
Learn how to develop speaking skills.

1. The importance of developing courage and self-confidence: Courage to speak is the first requisite for a speaker. One who has stage-fright cannot face the public. He cannot have confidence in himself/herself. And one who has no confidence is bound to fumble. But, the fact is that at the beginning every renowned speaker had stage-fright. Born speakers are rare. George Bernard Shaw was a spell-binder. But, at the beginning his legs trembled and his voice faltered when he rose to speak. Stage-fright can be conquered. One can acquire perfect self-confidence. Only one must do certain things.
   1. Desire: One who wants to become a good speaker must have a strong desire to speak well and must have enthusiasm for speaking. And he can get desire and enthusiasm only if he remembers the benefits he can reap by becoming a good speaker. A good speaker can do well in interviews, selling his goods, influenceing the people and their leader. If one remembers all this, their desire will be whetted, their fear will gradually vanish, and they will acquire confidence.
   2. Mastery of the subject: One cannot have confidence unless one knows one’s subject well. Hence, one must prepare the topic thoroughly, one must read some books, analyse the ideas, and take down points.
   3. Act confidently: A speaker must put on the appearance of boldness. He/she must dress well. He/she must not have any feelings of inferiority. He/she must always think that they are masters of their subject. And this will surely be able to impress the audience. This auto-suggestion will remove their nervousness and give them self-confidence.
   4. Practice: Practice is most important in overcoming stage-fright and getting self-confidence. A speaker must prepare his speech beforehand. He must read it several times. Then he must stand before a mirror and speak, as if before an audience.
2. Develop self-confidence through preparation: There are very few who can speak extempore. Most of the famous speakers of the world prepared their speeches in advance. Unless you go prepared, you can’t have confidence in youself. And without self-confidence you are sure to feel nervous. And ultimately you may cut a sorry figure. Hence, one must prepare one’s speech thoroughly. But, how to prepare a speech? A few points for preparing a speech are briefly given below:
   1. Thinking over the speech: In preparing a speech external help is not enough. The speaker must think over the topic day and night. He must even dream of the speech. Gradually many points will evolve automatically. Gradually the logical order of speech will emerge. At this stage the speaker should make necessary changes in the rough draft. Then he should prepare a final draft.
   2. Discussion with friends: Reading the speech again and again helps to memorize it. But, a quicker method to memorize the speech is to discuss it with friends. So discuss the points of your speech whenever you get an opportunity. Make the speech a topic of conversation with friends. All this will help you to remember what you are going to speak.
   3. Taking down points: A speaker must take down the important points of his speech on a piece of paper. He can carry it in his pocket. If need be, he may consult it while speaking.
   4. Rehearsal: Before going to speak, one must confine himself-in a room and deliver this speech, as if before an audience. He must practise it until all the falterings disappear.
3. Improvement of memory: To deliver a speech one has to remember a lot of things. Hence, for a speaker, good memory is an asset. But, very few possess good memory. And even those who have good memory cannot always depend on it. Memory is treacherous. It often plays tricks on its possessors. But, memory can be cultivated. By following certain methods, memory can be improved. There are three natural laws of remembering-impression, repetition, and association.
   1. Impression: You must have a deep impression of the thing you want to remember. And you can have a deep impression by concentrating on the thing, by observing it closely, and by associating it with something similar. Also, if possible get the impression through more than one sensory organ. For example, you can see and picture and hear about it.
   2. Repetition: Repetition of a thing helps to remember it. It engraves the thing on the memory. But, do not repeat the thing continuously for hours together. Repeat at intervals. And before leaving home for delivering the speech go through it.
   3. Association: Associate the thing you want to remember with something similar. Create a picture of the thing in your mind. For example, if you want to remember the name of a person, associate it with the special features of his face or associate the name with his business or profession.

   One more thing, besides these three natural laws, is to be done. Arrange the points of the address in the logical order so that one point naturally leads to the next.

4. Hold the audience attention: The aim of the speaker is to leave a deep impression on the minds of the audience. The audience must go deeply impressed and highly satisfied, but it is very difficult to achieve this end. The speaker must be able to captivate the attention of the audience. But, very few are born with this capacity. It has to be developed by following certain methods. Some of the methods are pointed out here.
   1. Enthusiasm: The response of the audience largely depends on the enthusiasm with which the speaker speaks. If the speaker is lukewarm, the response of the audience will be lukewarm. If he is mild and dull, the audience will remain unaffected. A gloomy speech can never get en enthusiastic applause. On the other hand, an enthusiastic speaker catches the attention of the audience at once. Enthusiasm is one of the most important factors in delivery. A speaker must speak from conviction. Every word must have the warmth of the heart. He must be sincere in what he says. He must say what he really wants to say. No beating about the bush. Say earnestly what you believe to be right. Be frank, honest, and straightforward, and the audience is captivated by you. Whatever you say, must be said with intensity. Enthusiasm, sincerity, frankness, conviction, and intensity go together. If you possess these qualities, you are sure to exercise a magnetic influence over the audience.
   2. Physical movements: The speaker must be at ease. He must be calm and quiet and appear undisturbed. He must stand erect and look the audience in the face. Occasionally, he must use emphatic gestures. He must speak vigorously. His voice must be loud enough to reach the Iast row of audience. All this will deeply influence the audience. They will feel that the speaker has a good command of the subject. And they will listen to him attentively.
   3. Avoidance of ‘weasel’ word: A speaker must speak with conviction. He must use emphatic words. And he must avoid using ‘weasal words’, such as ‘I think’, ‘it seems to me’, ‘in my humble opinion’, ‘perhaps’. For such expressions give the impression that the speaker lacks conviction. And the audience pays no attention to a man with no convictions.
   4. Love of the audience: The speaker must have keen interest in the audience He must love them. He must have sympathy for them. Then only the audience will take interest in what he says. Abraham Lincoln won the heart of the audience by his sympathy and goodness to a great extent. One famous actress rightly said, ‘The secret of my success is absolute devotion to the audience. I love my audience’.
5. Essential elements of speaking: Speaking is an art. But, very few are born with this art. Like other arts, it has to be acquired by following certain essentials. There are many methods to acquire it. A few of them are pointed out here,
   1. Patience and perseverance: Almost every speaker has stage-fear at the beginning. He often cuts a sorry figure. He feels that he can never become a speaker. And he wants to give up speaking in public. This attitude is wrong. He must have patience. However great his failure, he must not lose heart. He must try again and again. And he is sure to win at last. Indeed, failures are the pillars of success. Success does not come at once. It has many obstacles to overcome. Nervousness, fear, shock are some of the obstacles. But, do not give up hope. Have patience and Perseverance. Keep on practising. And you are sure to progress. And at last you are sure to become a good speaker. John Brig at Gladstone, Wilier-force had such experiences of failure. But, they had patience. They persevered. And they became world famous speakers. Do not give up even if you cut a sorry figure a hundred times.
   2. Will and determination: Will and determination play a very important role in making one a good speaker. You must will, and will strongly to become a speaker. You must have determination to become a speaker. A man becomes what he wills to become, if you are resolutely determined you are sure to become a good speaker. Will and determination can overcome all difficulties. Nepoleon rightly said. ‘Victory is will’. An army’s will enables it to win a war. A speaker’s will and determination are sure to crown him with success. Fight and fight even when hope is out of sight.

      It is easy to give up, but the glory is in keeping on. You need dogged determination. Those who keep on arrive at destination.

   3. Picturing success: If you want to become a good speaker, you must picture yourself-to be one. You must visualize that you are on the platform. You must visualize that you are applauded by the audience. This visualization will work miracle psychologically. It will give you confidence and fill your mind with hope.
   4. Enthusiasm: Deliver your speech with enthusiasm. The applause of the audience will be in proportion to the enthusiasm with which you speak. You must speak with confidence. Every word you utter must have the spark of enthusiasm.
   5. Four Gs: In art of speaking and influencing in business, Dale Carnegie says that essentials for success in speaking are four Gs. He means four words beginning with ‘G’—grace, gumption, grit, and guts. Grace is the quality of being pleasing and attractive in your appearance, movement, and delivery. Gumption means common sense and initiative. Grit is the quality of courage and endurance. And guts is courage and determination.
6. The element of delivery.

   In speaking delivery matters most. A speaker, therefore, must take care of his delivery. He must know the qualities of a good delivery. Some of these qualities are:

   Three things matter in a speech—the speaker, manner of delivery, and matter. Of these, the manner of delivery is the most important. Edmund Burke’s speeches contained admirable logic and reasoning. But, as an orator he was a failure, because he did not know how to deliver his gems.

   1. A sense of communication: When you speak the audience must feel that you are delivering a message to them. That is the first essential of good talking. To give the audience a sense of communication, you must speak to them intimately. You must look at the audience and talk as if they are familiar to you. You must not look over them at the wall and utter the words mechanically. That is soliloquy, not talk. Talk to the audience directly as if you are engaged in a conversation with them. Your tone must be natural, enlarged a bit. You must not imitate others. You must be your natural self. You must have individuality. As a speaker that is your most precious possession. Thus only, a sense of communication can be established. And once the sense of communication is established, you gain the confidence of the audience and you make a deep impression on them.
   2. Sincerity and enthusiasm: Enthusiasm is one of the most important features of good delivery. The speaker must be honest, sincere, and straightforward. He must speak with conviction. In other words, he must put his heart in his talks. Every word must have the warmth of the heart. If his heart is in his work, his delivery is sure to be effective. A thing said with conviction and said enthusiastically is sure to deeply impress one and all.
   3. Stressing important words: The speaker must put more stress on some significant words and hurry over the others. This is what we do in our daily conversation. Emphasis on the important words will convey your ideas vividly to the audience.
   4. Change of pitch: The speaker’s voice must not be monotonous. The pitch of his voice should flow up and down, Then only the effect will be pleasing. On the other hand, if the speaker’s voice is always on the same level, it will become monotonous. And monotony will bore and even disgust the audience.
   5. Variation of the rate of speaking: The speaker must vary his rate of speaking This is a good method of driving a point home. Speak several words with great rapidity, and when you come to the words you wish to emphasize, let the voice linger. And then again rush to the end of the sentence like lightning. This method arrests the attention. It is natural. It is emphatic. Above all, it is pleasing.
   6. Pause before and after important ideas: Pausing before and after an important idea attracts the attention of the audience.

   This was Lincoln’s method. He often paused in his speaking. This sudden silence has the same effect as a sudden noise. But, the speaker must practise this method. He must pause naturally. If pauses are judiciously used, they produce a tremendous effect on the audience. Silence becomes more eloquent than eloquence itself.

7. The importance of personality: Personality of the speaker has a lot to do with his success. But, personality is an intangible and elusive thing. It cannot be clearly defined. And it is difficult to say how it can be developed. But, by following some suggestions the speaker can appear at his best. His dress and his behaviour on the platform, etc. count. By paying proper attention to this, one can favourably impress the audience.
   1. Rest and food: Before going to talk, you must take sufficient rest. Take light food. For, a heavy meal makes one uneasy. Do not do anything that dulls your energy. You must look fresh and energetic. Vitality has a magnetic power. It impresses the people around.
   2. Dress: Dress neatly and attractively. You must appear cheerful. Never look gloomy. Good dress has a great psychological effect on the mind. It heightens one’s, self-respect and increases self-confidence. Such is the effect of dress on the wearer. It also leaves a good impression on the audience. Shabby dress, on the other hand, makes one feel ill at ease. And the audience generally forms an unfavourable impression about a shabbily dressed person.
   3. Arrangements in the hall: Surroundings count. The hall where you are going to speak should be spacious, well ventilated and well lighted. The audience should sit together, it is difficult to influence an audience that is scattered. Empty chairs between the audience dampen and have a chilling effect on the enthusiasm of the speaker.
   4. How to stand: Stand erect. Do not hide yourself-behind a table. Let the light fall on your face. Let there be no useless things on the table. Let there be no attractive things behind or on either side of you. There should be as few people on the stage as possible. The speaker’s hands should not play with his clothes. Nor should they make any nervous movements. For, all these distract the attention of the audience. The speaker should stand still and control himself- physically.
   5. Gestures: For gestures, no fixed rules can be laid down. For, if you follow rules for making gestures, the gestures become mechanical and repulsive. Gestures must be born on the spur of the moment. They must be the spontaneous results of your enthusiasm and impulses. Imitated gestures are like imitated smiles, which are not smites but grimaces. Gestures should be as pleasing as a spontaneous smile. In short, make only those gestures that come natural.
8. How to open a talk to capture the audience? The manner of opening a talk is of great importance. The audience forms the first impression from it. And the first impression counts very much. But, the opening of a talk is difficult. It has to be carefully worked out in advance. Some hints as to how to open a talk are given here:
   1. Introduction: The introduction should be short and precise—a sentence or two. Go straight to the heart of the subject. Do not waste much time on introduction.
   2. Apology: It is unwise to begin a talk with apologies. Do not be too modest. Do not emphasize that you are unprepared or that you are not a fit person to speak on the subject. Do not praise the chairman and other dignitaries too much.
   3. Humorous story: It is bad to begin a talk with a humorous story. Very few can tell a humorous story interestingly. Such a story at the beginning of a talk embarrasses instead of entertaining the audience. It is difficult to excite laughter. If your story fails to generate laughter, the effect is tragic rather than comic.
   4. Curiosity: You should begin your talk in such a manner that it can arouse curiosity. You can begin with a personal experience, a specfic illustration, or by asking a question.
   5. Exhibit: The easiest way to arouse curiosity is to show an exhibit. By holding up an exhibit you can at once draw the attention of the audience towards it.
   6. Question: You can begin your talk by asking a question. By a question you make the audience co-operate with you. You take them into confidence. And they form a good impression about you.
   7. Quotation: You can begin with a quotation from a famous man. It draws the attention of the audience at once to you. For, everybody is interested in what famous people say.
   8. Shocking facts: Shocking facts easily capture the attention of the audience. Hence, it is good to open a talk with them. But, you must telI them the sources of these secrets. Otherwise they may not believe your statement.
   9. On-the-spot remark: One can open a talk with an on-the-spot remark. That is to say, begin with a casual remark that is relevant in the circumstances. For example, you may refer to what the earlier speaker said. Or, you may refer to an incident that happened in the course of the function.
   10. Capture the audience: You aim is to capture the audience. Hence, open a talk with a statement with which everyone will agree. If you can do so, you get the audience on your side at the very outset.
9. How should one close a talk? The manner of closing a speech is as important as the manner of opening a speech. Perhaps the close is more important. For, it is likely to be remembered longer! Hence, it must be planned, prepared, and carefully mastered in advance. Rehearse it, learn it by heart so that you can deliver it enthusiastically and convincingly. Famous orators like Webster, Bright, and Gladstone did it.
   1. No sudden ending: Do not end your talk abruptly. It should be natural. It should be closely connected with what you have discussed. You can end by summarizing the points you have talked about.
   2. Appeal for action: If you want the audience to do something, end your talk with an appeal. The appeal should be emotional. You must touch the very depth of their feelings.
   3. Compliments to the audience: You must pay sincere compliments to the audience. You want the audience to admire you. Naturally, you should please them. But, you must guard yourself-against flattery and extravagance. Your compliment must be sincere. Then only they will be effective. If the audience think that you are false, the effect will be just the reverse.
   4. Quotation: You can close your talk with a quotation from some authority. Quotations from religious books or poets have great appeal.
   5. Climax: A popular way of closing a talk is the climax. It is difficult to construct a climax, But, when well done, it produces a tremendous effect on the audience.
10. How to make your meaning clear? Whatever you say must be clearly understood by the audience. Every word, every sentence must convey what you intend to say. Otherwise your talks will fall flat on the ears of the audience. Your efforts to win their hearts will be futile. Therefore, take care of the language you use. Also take care of the ideas you want to convey to the audience. Some hints as to how you can make the meaning clear are given here:
    1. Simple language: The audience is generally composed of all kinds of people. Take care that your talk does not go over their heads. Always use simple language. In speech simple and direct language has great impact on the audience. The language of the Bible is simple, emotional and emphatic. Read the Bible as often as you can. Famous creators like, John Bright often read the Bible. Avoid technical language when you are addressing a lay audience. Abraham Lincoln always put his ideas into a language which could be understood even by a boy,
    2. Appeal to the sense of sight: One can understand a thing more clearly by seeing it than by hearing about it. Eyes are better carriers of ideas than ears. Hence, you can use charts, maps, diagrams, etc.
    3. Repetition: Important ideas can be repeated. But, do not repeat the ideas in the same language. Vary the sentences. Repetition in different language will make the ideas clear.
    4. Illustrations: It is very difficult for the common people to grasp abstract ideas. So, whenever you deal with abstract ideas, give illustrations. Better refer to specific instances and concrete cases.

       Limited points: Do not try to cover many points. Refer to only a few points. But, develop each point fully.

    5. Summary: Give a brief summary of what you have dealt with.
11. How can the speaker create interest in the audience? To impress and convince the audience is your aim. But, how to do it? It is an uphill task. But, if you cannot do it, you are a failure as a speaker. Follow the suggestions given here. You are sure to succeed.
    1. Convince yourself: If you want to convince others, you yourself-must be convinced first. You must have a mastery of the ideas you are dealing with. And then deliver them with enthusiasm. The audience is bound to be convinced of what you say. And they will be interested in your talk.
    2. Common ground: If you have something new to say, do not attack the beliefs and ideas of the audience. If you attack, the audience will become antagonistic. On the contrary, you should say that your ideas are similar to something they already believe. This will disarm their opposition. They will be impressed. And they will be interested in the talk.
    3. Restatement: If the audience is not impressed by your ideas, repeat them several times. Daniel O’Conneil said that a political truth is taken up and adopted by the audience only if it is repeated again and again. Incessant repetition is required to impress truths upon the minds of the people. But, for repetition of the same thing one must have a command of the language. Language of restatement must vary.
    4. General illustrations and concrete instances: General illustrations and concrete instances can impress the audience. They help to prevent the audience from putting forth opposite ideas. General illustrations and concrete instances make the ideas clear. Hence, they impress the people.
    5. Quote authorities: If you quote from any author, you must quote the exact words. Also you must tell from whom you are quoting. The sources should be authoritative. Quote a popular man. Quote a local man. Quote one who is accepted as authority by all.
    6. Extraordinary facts: People are always interested in extraordinary facts about ordinary things. So consult as many books as you can and dig out some unusual facts about the things you are dealing with. The audience will at once be impressed and take interest in your talk.
    7. Audience’s interests: Talk about things in which the audience are interested. Refer to the local people and local incidents. The audience will be keenly interested in such a talk.
    8. Mental pictures: Use words which conjure pictures before your mind’s eye. Such pictures are deeply impressed on the mind. Sprinkle them through your talks.
    9. Contrast: Use of balanced contrasts creates interest. Good contrasts are the brick and mortar of a good speech. Macaulay used them often. One example—‘The rules are meant to be observed in the spirit, not in the letter-for the comfort, not the discomfort of the passengers’.
12. How can the speaker improve their diction? Language is the medium through which we express our ideas. As the vehicle of ideas, it is the most Important element in speaking. Without having a good degree of command of the language, one cannot hope to have success as a speaker. On the other hand, one who is master of the language can command the audience. The manner is more important than the matter. But, how to acquire command over the language. There are several methods.
    1. Company of great masters: Your language will be largely a reflection of the company you keep. Therefore, keep company with the masters of literature. Devote several hours every day to reading Shakespeare and other poets and prose-writes. Gradually and unconsciously your mind will be enriched and your diction will have the stamp of these masters. This is what Lincoln did. This is what Jefferson did. Read the newspapers hurriedly. And devote the time thus saved to reading enduring books the Holy Bible is an excellent book. John Bright read it daily. Read it whenever you get time.
    2. Dictionary: Make a dictionary your constant companion. Look up the familiar word: Find out its real significance. Find out how it is used.
    3. Derivation: Study the derivation of the words you use. The histories and developments of words are not at all dull and dry; they are very interesting. Indeed, they are replete with romance. Enjoy the romance of words.
    4. Worn out words: Do not use threadbare words. Take care to use words which express the meaning precisely. Do not beat about the bush. Say firmly what you want to say by using the appropriate words. If need be consult a dictionary or Roger’s ‘Treasury of Words’. Do not use the words that have become hackneyed by constant use. For example, use ‘elegant’ for ‘beautiful’. Use adjectives sparingly and appropriately. An adjective is the enemy of a noun.
    5. Trite comparisons: Do not use trite comparisons, such as ‘cool as cucumber’. Use fresh comparisons. Use the language boldly. Have the courage to create similes of your own.

WHAT IS ORAL COMMUNICATION?

Oral communication, also known as verbal communication, is the interchange of verbal messages between a sender and receiver. It is more immediate than written communication. It is also more natural and informal.

4
Understand the nature and importance of oral communication in business transactions and personal interactions.

In human development, speech precedes writing. Children first learn to speak, and then, much later, develop the ability to read and write. The ability to speak/articulate single words and later speak groups of words in meaningful sequence comes to children in the course of their growth. This ability develops from listening to verbal sounds (words). As compared to written communication, therefore, the ability to communicate through the spoken word (speech) is a naturally developing ability (barring medical abnormalities).

In business, oral communication is used more than written communication. A study of executive working hours showed that 70 per cent of an executive’s time is spent on communicating. Forty-five per cent of this time is spent listening, 30 per cent is spent on speaking, 16 per cent on reading, and 9 per cent on writing. As 75 per cent executive communication is oral, it is advisable that executives develop their listening and speaking (oral communication) skills.¹

Importance of Oral Communication Skills

A manager’s maximum time is devoted to oral communication. He or she is often engaged in one of the following tasks: meetings, discussions, negotiations, seminars, presentations, interviews, peer conversations, providing instructions, and telephone conversations. All these business activities, except telephone conversations, involve face-to-face verbal communication. A telephone conversation is one-to-one oral communication that requires skillful control of tone, voice, and pitch, and precise use of words.

In business transactions that involve face-to-face interaction between individuals or groups of individuals, it is not enough to be able to talk, discuss, converse, argue, or negotiate an issue. A manager should be able to do all these persuasively, effectively, and convincingly. But to be convincing, he or she must know and apply the skills of oral communication.

Managers face difficulties in resolving the problems of workers and influencing others through dialogue and personal discussions. They need oral communication skills that include being able to:

• Solve problems
• Resolve conflicts
• Influence people to work together
• Persuade others to be involved in organizational goals
• Be assertive without being aggressive
• Listen thoughtfully
• Negotiate effectively
• Make proposals

These skills include developing the necessary tact to work effectively for mutual satisfaction in complex situations. Broadly speaking, one has to know when to talk; when not to talk but to listen; how to talk (the tone, pitch, and modulation); how to interpret the listener’s facial expressions, physical gestures, movements, and attitude; and how to be aware of one’s own body talk (leakage), which consciously or unconsciously sends signals to the listener. This includes one’s choice of words, level of confidence, and sincerity.

Choosing the Form of Communication

The choice between using oral and written communication is guided by considering the suitability of oral or written form for the purpose and nature of the subject of communication. Both written and oral forms have advantages and limitations, which are listed in Exhibit 4.1.

5
Know when to choose oral communication instead of written communication.

Principles of Successful Oral Communication

There are three communication situations in which oral communication takes place:

1. Face-to-face
2. Intercultural
3. Via electronic media

Oral communication is indispensable in any group or business activity. Here are some of the characteristics and principles of effective oral communication:

• Purpose: The purpose of talking effectively is to be heard and understood by the listener.
• Lively rhythm: Oral communication should, first of all, have a lively rhythm and tone.
• Simple words: It is important to use language that is free from long-winded sentences, clichés, and old-fashioned words and phrases. It is best to employ commonly used words and short and simple sentences.
• Pitch: The pitch of the speaker’s voice should take into consideration the distance between the listener and the speaker.
• Tone and body language: The speaker’s tone should be marked by sincerity and confidence. The listener, unlike the reader of a written communication, has the advantage of watching the speaker in the act of verbalizing his or her ideas and feelings, and is able to note subconscious body language that may contradict the intent of the spoken words. Therefore, in face-to-face communication, the message is both heard and seen. A speaker has to be very careful, both about his or her choice of words and the manner of speaking them. The manner of speaking is, at times, more important than the actual words, which communicate only 7 per cent of the total meaning of the message. Albert Mehrabian’s research reveals astonishing facts about how exactly different factors contribute to a speaker’s total message:²
  • Verbal factors (words): 7%
  • Tone of voice and modulation: 38%
  • Visual factors (facial expressions, body movements, and gestures): 55%

  Effective speakers learn to control and use their tone and body language to support their words. The role of tone and visual expressions and body language as contributory factors in oral communication will be discussed in detail in Chapter 7.

• Pace of speaking: Unlike the written word, the spoken word is ephemeral and shortlived. Listeners cannot refer back to the spoken word as readers can in case they missed something. This is an inherent limitation of speech. To overcome this limitation, the listener has to listen closely and attentively and the speaker should converse slowly, with proper semantic pauses, to enable the listener to receive and register what is said. There should be a correlation between the pace of speaking and the rate of listening. Research has established that an individual speaks nearly 125 words a minute, but the listener can process the information nearly 4–5 times more rapidly than this. If the gap between hearing and registering is too wide or too narrow based on the pace of speaking, comprehension will to be adversely affected. Hence, an important principle of oral communication is to speak fluently, without long pauses or without rushing.

   

  Research has established that an individual speaks nearly 125 words a minute, but the listener can process the information nearly 4–5 times more rapidly than this.

• Fluency: Fluency is described in the Oxford English Dictionary as ‘the quality of being able to speak or write a language easily and well’. A fluent speaker is one who is heard with ease. The listener does not have to strain his or her mind to receive, register, and interpret the message. Listening is activated and helped when the speaker delivers his or her words in an ordered manner. Each word is distinctly heard and easily connected with other words to form the structure of the message.

   

  Listening is activated and helped when the speaker delivers his or her words in an ordered manner.

Exhibit 4.1
Comparative Advantages and Limitations of Oral and Written Communication

Guidelines for Effective Oral Communication

Oral communication should provide a platform for fair and candid exchange of ideas. The communicator should keep in mind the following tips and guidelines:

6
Learn key skills of oral communication.

• Consider the objective.
• Think about the interest level of the receiver.
• Be sincere.
• Use simple language and familiar words.
• Be brief and precise.
• Avoid vagueness and generalities.
• Give full facts.
• Assume nothing.
• Use polite words and tone.
• Eliminate insulting implications.
• Include some information that is interesting and pleasing to the recipient.
• Allow time to respond.

Barriers to Effective Oral Communication

Managers have to communicate individually with people at different levels—superiors, subordinates, peers, customers, and public figures. The oral mode of communication is easy, efficient, and functionally helpful in resolving issues. But oral communication demands great control and communicative competence to be successful. The foremost barrier to oral communication is poor listening. Listening is a psychological act affected by several factors, such as the speaker’s status, the listener’s receptivity and retention, language barriers, and so on. These are discussed in detail in Chapter 6.

THREE ASPECTS OF ORAL COMMUNICATION—CONVERSING, LISTENING, AND BODY LANGUAGE

The ability to present and articulate one’s viewpoint in a conversation is one of the most important components of oral communication. Effective conversationalists try to present facts, not opinions; they stick to the point; keep the listener’s interest in mind; support their arguments with suitable examples; and ask for feedback and answer questions honestly. It is also important to know how to negotiate between opposing viewpoints and control the direction of conversation without being aggressive. These conversation skills are discussed in detail in Chapter 5.

The other side of oral communication involves careful listening. To be able to understand and appreciate others, one should allow them to express themselves freely, without being interrupted, and listen carefully. To improve your oral communication skills, you should know whether you are an effective or ineffective listener. By knowing your own characteristics, you can improve your listening skills as an important element of effective oral communication. Inconsiderate listeners may annoy and disturb the speaker by interrupting or showing little interest in what is being discussed. Effective listeners on the other hand try to encourage the other person via positive body language and expressions. They indicate that they feel interested and understand what is being discussed. Chapter 6 discusses listening in greater detail.

Body language is the third major aspect of oral communication, as it often reflects unspoken thoughts and emotions. The speaker should not be vague or unfocused, but instead, should make eye contact with the audience, encourage questions and interaction, show confidence, and get to the point without unnecessary talking. The nuances of nonverbal communication and body language are discussed in Chapter 7.

By practicing the basic skills of good listening, effective conversation, and positive body language one can become an effective communicator and be successful as a manager or negotiator, or in any situation involving conversation or discussion.

INTERCULTURAL ORAL COMMUNICATION

Today, interaction with foreigners for business, education, and social purposes has become very frequent. The cultural differences in social behaviour, values, language, and articulation pose difficulties for both sides. This is because we live in a multi-cultural society and interact with people who speak a variety of languages and belong to different subcultures.

7
Appreciate how intercultural situations require thoughtful oral communication.

Indian speakers of English often face difficulty in conversing with Americans, the British, or other English-speaking Europeans. The foreign accent and speed of speaking sometimes make it difficult to follow what is being said. Even though the conversation takes place in English, two persons from different cultural backgrounds rarely speak English in the same way or understand it to the same extent.

ORAL COMMUNICATION AND ELECTRONIC MEDIA

In business, the use of telephone, voice mail, phone conferencing, video conferencing, cell phones, and e-mail occurs in accordance with the need and purpose of the communicator. Since the communicators in these situations are not face-to-face, one has to have a high level of oral communication skills to be able to communicate effectively through these methods.

8
Apply oral communication skills to new communication technologies.

Phones

In business, for immediate information and response, the handiest mode of communication is the telephone. Though convenient for the caller, it is often viewed by top managers or very senior executives as a source of interruption. Hence, the phone is often received by an administrative assistant. After the caller explains the purpose of the call, he or she is put through to the concerned person.

Most organizations have a standard way of answering phone calls. The normal practice is for the receiver to greet the caller and then state his or her name and department. On picking up the phone, one should never say, ‘Yes—who is it—what do you want’? Instead, the receiver should sound polite by saying something like ‘May I know who is calling’? or ‘May I know in what regard you are calling’?

Nowadays, organizations have automatic exchanges that facilitate direct connections with the desired extension; alternatively, the Interactive Voice Response (IVR) may guide callers to the extension or ask them to wait for the operator. The operator usually begins by stating the organization’s name, or by a greeting such as, ‘Good morning, IMT’.

In business, courtesy counts. One doesn’t automatically know how important the caller is for the company’s business. So, every phone should be received with a standard sequence of phrases. If the intended receiver is not available, courtesy demands that a message be taken. But for that one has to be ready and equipped with a pen or pencil and paper. If the call reaches the receiver directly, generally, the response is just the name of the person, for instance, ‘Vinod’.

Business telephone conversations should be only as long as is essential. If the other person starts going off-topic, the receiver may indicate that he or she wants to close the conversation by summarizing and repeating the intended/decided-upon action. The call should end with some expression of goodwill, such as ‘Thanks for calling’, ‘Pleasure talking with you’, or ‘I will get back to you’.

Voice Mail

Voice mail facility is a common feature of an organization’s phone system. It is a means of digitally recording voice messages that can be saved and forwarded, or skipped and deleted. It allows executives to attend to calls when they are free. When they are busy with meetings or work outside the office, they can transfer their calls to voice mail and check messages from any location at any time.

The voice mail message should sound as natural as possible and should be courteous. The caller should be able to recognize it as the intended receiver’s voice. The recorded message may be something like ‘This is Pallavi Mehta in the R&D department. Please leave me a message. I shall call you back. Thank you’.

Conference Calls

Telephones and cell phones have a conferencing system that allows several persons to talk with each other at the same time. This technology is now commonly used by companies across the globe.

There can be two types of business calls. The first is a one-way closed circuit communication that allows employees to tune in and hear an announcement; for example, daily/early morning progress reports, plant production reports, or other briefings are simultaneously heard by dozens of widely spread out persons via the phone and/or a public announcement system.

The second type of call is interactive. A number of persons can be on the same conference call. In this system, each participant can listen as well as talk. Through a conference call, different members of a team working on a project together are able to update themselves on the progress made by the team without conducting meetings faceto- face. Through the interactive conference call system, each team member can interact with others from their own work location. This saves companies time and transportation costs. Moreover, the interaction is real-time and can happen as and when required.

Conference calls are used by most organizations as a routine communication channel for planning, updating, coordinating, and monitoring activities without requiring employees to travel long distances for a meeting of a few hours.

Cell Phones

Cellular phones are a popular instrument of communication worldwide. Their utility for business executives has been greatly enhanced by the introduction of General Packet Radio Services (GPRS) technology. GPRS technology allows the radio transmission of small packets of data, especially between mobile phones and the Internet. Mobile handsets enabled with GPRS technology do the work of laptops/computers and voice recorders. They are more convenient than laptops, as they are smaller and easier to transport.

Video Conferencing

Internet-enabled video conferencing is an electronic version of face-to-face communication. Business meetings, interviews, and other urgent interactions among several distantly located individuals can be effectively conducted without requiring participants to move from their respective places of work. Video conferencing is more complex than talking on the phone. It involves the use of cameras for images and phones for speech and sound communicated back and forth over the Internet. As with face-to-face communication, video conferencing calls for a whole range of oral skills, such as clear and natural speaking, attentive listening, and positive body language. For successful video conferencing, the following points may be kept in mind:

• Choose a quiet place as this will eliminate background noise.
• Set sound/volume to an appropriate level.
• Ensure that the faces of the speakers are visible by checking the lighting in the room.
• Sit comfortably facing the camera. Do not move unnecessarily.
• Wait for the image of the other person and your own image to appear on the screen before beginning the discussion.
• At the beginning of the conversation, introduce yourself-and your team to the other party.
• Wait for the transmission to complete before responding. Due to technical issues, there may be pauses between the two speakers.
• Always direct your message or question by specifying the person you are addressing.
• Treat video conferencing as an audio–visual medium of relaxed business and social communication connecting people in different locations.

SUMMARY

• Speaking is a mode of communication.
• Effective speaking skills are learnt and developed through patience and perseverance.
• There are advantages of oral communication over written communication, such as its immediacy and directness, the scope for immediate feedback and interaction, and the inclusion of non-verbal communication such as body language and gestures.
• There are also some disadvantages of oral communication when compared to written communication. These include the lack of a record that can be referred to later, the inability to rephrase or revise ideas and words once they have been expressed, the difficulty in controlling one’s body language, and the inability to circulate the communication to a large group of people at a later time.
• The principles of effective oral communication include paying attention to tone and body language, modulating one’s pitch, speaking naturally, listening thoughtfully, using simple language, and pacing one’s speed when speaking.
• It is important to be careful and thoughtful when communicating in an unfamiliar culture.
• New electronic technologies call for skillful oral communication and should be thoroughly understood by business executives.

CASE: Dealing with outsourcing Backlash

‘I don’t want to speak to you. Connect me to your boss in the US,’ hissed the American on the phone. The young girl at a Bangalore call centre tried to be as polite as she could.

With the increasing resentment over jobs lost to countries like India and the Philippines, hate calls and mails are a common occurrence, say call-centre executives and industry experts. According to them, many callers from the West refuse to speak to an Indian. When callers are unhappy with the fact that jobs are being outsourced to low-cost offshore destinations, their frustration often turns racist or sexist. A young girl at a call centre recalls how a Londoner unleashed himself, ‘Young lady, do you know that because of you Indians we are losing jobs’?

Call-centre employees are advised to ‘be cool’ in such situations. They are often taught how to use neutral accents and say ‘zee’ instead of ‘zed’, and some call centres even try to educate their employees about American lifestyle and culture. Some call centres provide gyms and pool tables to help their employees counter the stress they experience as a result of irate or racist calls.

The furor raised by the Western media over job losses because of outsourcing has made many citizens resent the fact that their calls are answered by people in foreign locations. Angry outbursts are a reality that call centre executives are trained to deal with. ‘It’s happening often enough, so let’s face it,’ says a senior executive of a Gurgaon call centre, adding, ‘This doesn’t have any impact on business’.

Questions to Answer

1. Assume you are working as an operator at a call centre in India and are receiving irate calls from Americans and Western Europeans. How would you handle such calls? Imagine a situation and state what your response would be.
2. ‘Keep your cool’. What does this mean in terms of business courtesy?
3. Do you agree with the view that such abusive conversations on the telephone do not have any impact on business? Give reasons for your answer.

REVIEW YOUR LEARNING

1. Discuss five essential elements of speaking.
2. Give five reasons for choosing the oral mode of communication instead of the written form.
3. What skills does a speaker need to be successful in communicating with others? Give an example of difficulty or failure in oral communication.
4. Discuss some of the principles of effective oral communication.
5. In intercultural conversation, both how you talk and what you say is equally important for building good professional relations. Give examples and explain.

REFLECT ON YOUR LEARNING

1. What determines your speaking style?
2. How would you improve a person’s courage and selfconfidence for public speaking?
3. What are the ways of holding your audience’s attention?
4. How does a marked slowdown in the pace of speaking affect interpersonal communication?
5. What is the effect of electronic media on oral communication?

APPLY YOUR LEARNING

Romil and Sandeep had to go to Khan Market to run some errands. They decide to borrow a bike from one of their friends in college. When they asked him for the bike, he responded, ‘Normally, I do not lend my bike to anyone. A few days ago, I lent it to Arpan and the bike developed some problem—there was an overflow of petrol’. Romil and Sandeep thanked their friend curtly and left without further conversation. Their friend was surprised. He wondered why they did not take the bike they had wanted to borrow.

Analyse the friend’s response to Romil and Sandeep’s request. What did he really intend to convey when he gave Arpan’s example?

SELF-CHECK YOUR LEARNING

From the given options, please choose the most appropriate answer:*

1. Speaking is:
   1. a silence
   2. a mode of communication
   3. an art
   4. a skill
2. Goals of speaking are:
   1. to inform and persuade
   2. to persuade and delight
   3. to inform, remind, and delight
   4. the very goals of communication
3. Oral communication is better than written communication for:
   1. providing opportunity to refer back
   2. conveying facts and opinions
   3. conveying feelings and emotions
   4. saving time
4. The limitation of oral communication is that:
   1. it is irreversible—what is said cannot be taken back
   2. it is not affected by the speaker’s feelings or stress or excitement levels.
   3. it is easy to be aware of our body language
   4. it does not require on-the-spot thinking
5. In business, oral communication is face-to-face:
   1. in all situations
   2. in some situations
   3. in no situation
   4. in all but one situation
6. The foremost barrier to oral communication is:
   1. poor listening
   2. humility
   3. interestedness
   4. concentration
7. The effectiveness of oral communication depends on the speaker’s ability to use:
   1. complex words
   2. long sentences
   3. simple language
   4. foreign words
8. In oral communication, what matters most is:
   1. what you say
   2. how you say it
   3. when you say it
   4. where you say it
9. Oral communication is also known as:
   1. verbal communication
   2. non-verbal communication
   3. impersonal communication
   4. face-to-face communication
10. In business, oral communication is suitable for:
    1. recording things
    2. discussing things
    3. delaying the decision-making process
    4. confusing workers

ENDNOTES

1. Rankin, P. T., ‘The Importance of Listening Ability’, English Journal 17 (October 1928), pp. 623–630.
2. Albert Mehrabian, ‘Communication Without Words’, Psychology Today (September 1968), 53–55.