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I.O.U.
I have been fortunate to have had the great pleasure of teaching many classes at both the undergraduate and graduate level on the topic of communication. Thus, at a number of fine colleges and universities I have been afforded the opportunity to explore in depth those critical ingredients that are crucial to effective and persuasive communication styles. In each of these courses, whether a class on public speaking, writing, business communication, effective communication for managers or a host of other classes, the need to be audience-focused is given a level of paramount importance. It seems obvious that the writer or speaker should ensure that the message is centered on the audience and that the message addresses the audience in such a way as to yield the most favorable results. What is less obvious, however, is just how to go about doing that; how to get the attention of the audience, maintain their attention and end with a favorable response. The answer lies in giving the audience exactly what is owed to them by every writer or speaker. Hence, the I.O.U., which is due to every audience. In this case I, the author, owe you, the audience, the promise that my message will be Impartial, Objective, and Unbiased. (I.O.U.)
It may seem rather simplistic to state that being impartial, objective and unbiased can yield positive results and hold an audiences' attention. However, consider the alternatives. Typically, when a speaker or writer is seen as biased, overly opinionated or extreme in his or her viewpoints the message is often given less credibility and credence since the author is seen as more narrow than broad minded and incapable of offering a fair and balanced analysis of the subject matter at hand. We see this every day with the polarized political commentary to which we are constantly exposed. Extremist arguments at both ends of the political spectrum often become no more than predictable partisan diatribes that are written with ideological blinders so as not to drift too far from the dogmatic and inflexible "party line." When we know the authors' view before the message is delivered and can predict the response to every question, then we have lost the feeling that the author has given us our just due; the ability to have an honest difference of opinion and have an objective discussion of the issue being discussed. When the author loses the perception of being impartial, objective and unbiased he or she loses the audience as well.
We live in a Republic which can be argued is that form of government that affords its' citizens the greatest opportunity for individual freedoms. Likewise, our political system, a representative democracy, can be seen as the most appropriate mechanism established to preserve our personal and civil liberties. It is important to know that the heart of that democracy beats to the rhythm of free speech and is nurtured by the ability of each of us to share our opinion and state our point of view without fear of recrimination. This heart becomes stronger and healthier when we can engage in an honest and open debate, offer constructive and helpful criticism and have competing and reasonable thoughts. This heart of our democracy can also become weak and unhealthy when we are constantly bombarded with extremism and polemics where a difference of opinion is not tolerated. So often I have heard students lament the polarized lectures, the lack of audience opinion and the close mindedness of the presentations from which they learned little, if anything. Equally often, I have heard the praise of audiences that, while not entirely in agreement with the author, appreciated the fairness of the open minded and inclusive presentation. When the author gains the perception of being impartial, objective and unbiased he or she gains the respect of the audience as well.
There are many techniques for effective communication. Countless books have been written emphasizing everything from brevity, clarity, audience focus, dramatic openings, thunderous conclusions, grammar and spell checking etc, etc. Few books, however, have fully addressed the issue of honesty. Yet, it is that issue; the perception by the audience that the author is being fair and honest that, in my view, is the attribute that the audience considers to be of utmost importance. Communication, both verbal and written, involves contact with the audience. I have found that passionate, focused and honest contact with the audience will almost always gain the attention and respect of those receiving the message. When the author is seen as communicating in an impartial, objective and unbiased manner the message will most assuredly be a HIT. In keeping with our acronyms a HIT stands for Honesty, Integrity, and Truth. Three simple words that are lacking altogether too much in our public dialogue. An audience deserves the truth and has the right to know that the author has high levels of honesty and integrity. When an author gives the I.O.U. that is owed to every audience, the resulting message will be a H.I.T. A respected marketing genius told me recently of the virtues of "High Intensity Marketing." I would like to speak of the virtues of "High Intensity Truth." Together, they would make an unbeatable combination.
In the following weeks I will be applying the I.O.U. concept to a wide range of topics with the hope that a fair and balanced presentation will indeed be a hit.
Listen to Martin Luther Kings famous "I Have a Dream" speech and you'll see the perfect example of the I.O.U. concept.
Classic Political Speeches
Ted Kennedy 1980 Democratic National Convention
Ellie Wiesel -- The Perils of Indifference
