Simplicity and Clarity

… a core concept in Communication Skills and Atlas 109

Concept description

Gary Orren identifies simplicity and clarity as the most important in the logos (cogent argument) cluster of persuasion principles.

Orren emphasizes KISS admonition: keep your message simple and comprehensible. This is usually a challenge because public management subjects are complex and most public managers are logos-oriented.

Orren suggests that communicators should keep asking themselves “What is the one thing the audience will remember?” and uses the graphic above to illustrate that audience recall of the content of a speech diminishes with the number of points contained in the speech. The graphic suggests that three is the maximum number of substantive points that should be made.

Resources

Brad Bridges, 10 Ways to Clarify Your Message as a Public Speaker, at http://www.bradbridges.net/2014/10/27/10-ways-clarify-your-message-public-speaker/, accessed 23 January 2016.

Stephen Boyd, Keep Your Presentation Simple, at http://www.speaking-tips.com/Articles/Keep-Your-Presentation-Simple.aspx, accessed 23 January 2016.

Sanders Communication, This is why you should keep it simple, at http://sanders.se/keep-it-simple/, accessed 23 January 2016.

Source

Gary Orren, PowerPoint presentation in 2005 to the Mortgage Bankers Association, Persuasion: The Science and Art of Effective Communication, accessed 17 January 2016.

Normed topic and synthetic course with which the concept is primarily associated

This concept is primarily associated with the core normed topic Practices of Persuasion and is included in the synthetic course outline Atlas109 Leadership and Communication Skills.

Page created by: Ian Clark, last modified on 12 February 2016.

Image: Gary Orren, PowerPoint presentation in 2005 to the Mortgage Bankers Association, Persuasion: The Science and Art of Effective Communication, accessed 17 January 2016.