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Using visual content makes you a more effective internal communicator
By Kim Harrison,
Consultant, Author and Principal of www.cuttingedgepr.com
One of the managers I admire tries to explain concepts by using a marker pen and whiteboard - in his office or in a larger venue. Vincent thinks visually. I look at what he has quickly presented on the whiteboard in his office and marvel at the way those concepts have become clearer through his use of visuals - diagrams, graphs, and little flow charts. What's more - the whiteboard images can be quickly printed and circulated as a tangible outcome of the meeting's discussion.
Vince's visual communication reminds me that people are visual creatures. It is the most powerful sense, and can be employed can be employed for many communication purposes.
Unfortunately, much of the time managers tend to fall back on traditional methods of communication: emails, reports, PowerPoint presentations and meetings. But these methods can be more effective by using visual material for greater impact.
(Confession: to my regret I am so busy I don't have time to follow my own advice in this newsletter. I just don't have time to spend on labor-intensive extras such as preparing infographics and diagrams. Using existing photos and similar material is about my limit, unfortunately.)
Traditional methods are mainly text-driven - relying heavily on the written or spoken word. However, most people are visually oriented - they learn best from visual material to absorb complex information such as strategic goals, work processes, systems or plans for implementing organizational change. Even more important, text alone is ineffective at helping workers see the impact on them individually and how they fit into the plan.
Visual versus verbal learning
You can improve change effectiveness by using more visual material such as maps, icons, storyboards, charts and matrices to convey information quickly and effectively.
Research shows that about 60% of adults are visual learners. Yet managers often fail to take advantage of visual material to convey the process changes, system changes and behavioral changes that are necessary to improve their organization's performance.
Benefits of using visual content
Research shows the benefits. For instance, Robert Horn at Stanford University, used studies from the Wharton School of Business, and other academic and business studies found:
Other research supports these findings. The conclusion, according to the American Management Association, is:
In view of all this, visual aids should be included in every change program. The impact on management’s ability to implement change quickly is direct, obvious and measurable. Moreover, in a multi-cultural workforce, visual images are even more essential in ensuring that information is understood and acted upon.
Communicating about workplace safety is really about change communication - because we want employees to change to a safer attitude and behavior pattern. View this presentation by US communication expert TJ Larkin about achieving better safety through more visual communication.
Using visual aids for planning and strategy
Visual language is also a management and behavioural tool that can be valuable for dealing with organizational issues and identifying actions for improvement.
Even something as simple as adding colour to a chart increases the effectiveness of the chart. For instance, using green to represent desirable results and red to represent undesirable, leads to participants starting to refer to the various outcomes by colours. Colour, then becomes a form of verbal/visual shorthand that helps reinforce the message and streamline the group's actions.
Overall, visual support provides a valuable, but easily overlooked, methodology for executing a wide variety of critical management functions.
Here are some great sources for free stock photos, including art collections, that you can access to enhance your communication effectiveness:
About the Author
Kim Harrison is a recognized authority in the public relations field. His website, www.cuttingedgepr.com, provides a wealth of informative articles and resources on public relations techniques and management.
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