Effective Communication Guide
Inside This Issue
Business Writing for Student Leaders How to Write a Press Release Design Tips for Promotional Flyers And More!
Tau Delta Phi Fraternity Membership Resources
Business Writing for Student Leaders
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riting letters, reports, notes and other communications are important skills for business and personal life. Good letters and other written communication help to get results, where poor letters fail. People judge others on the quality of their writing, so it's helpful to write well. Take advantage of your time as a fraternity leader to practice clear and effective professional writing. Within this Professional Writing Guide are some simple tips for writing letters and communications of all sorts. Each of the positions within the chapter has an opportunity to draft a professional communication, and should consider all correspondence with chapter members, alumni, campus administrators and the headquarters staff business communications. Generally, whatever you are writing, get to the main point, quickly and simply. Avoid lengthy pre-ambles. Don't spend ages setting the scene or
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Write as you would speak - but ensure it's grammatically correct. short sentences. Using more than fifteen words in a sentence reduces the clarity of the meaning. After drafting your communication, seek out commas and 'and's, and replace with fullstops. Write as you would speak but ensure it's grammatically correct. Don't try to be formal. Don't use old-fashioned figures of speech, i.e., avoid 'the undersigned', 'aforementioned',
'ourselves', 'your goodselves', and similar nonsense. You should show that you're living in the same century as the reader. Use language that your reader uses. If you want clues as to what this might be imagine the newspaper they read, and limit your vocabulary to that found in the newspaper. As to how informal to be, for example writing much like normal every day speech (I'd, you'd, we've, etc.) bear in mind that some older people, and younger people who have inherited traditional views, could react less favorably to a writing style which they consider to be the product of laziness or poor education. Above all it is important to write in a style that the reader is likely to find agreeable. As you write drafts of your correspondence, have brothers read your drafts for clarity and grammar. This attention to detail will reflect well on you and your chapter.
A Word About Fonts & Formatting
emember that effective written communication is enabling the reader to understand your meaning in as few words as possible. The tips below are useful when presenting formal letters that represent yourself or the fraternity. Remember that black text on a white background is the easiest color combination to read. Definitely avoid colored backgrounds, and black. Avoid Page Two
explaining the background etc. If you are selling, promoting, proposing something to your audience you should identify the main issue (if selling, the strongest unique perceived benefit) and make that the sole focus. Introducing other points will distract and confuse. Use
background graphics or pictures behind the text. Italics are less easy to read. So is heavy bold type. If you must break any of these font rules, do so only for the heading. Avoid fancy fonts in professional writing. They may look clever or innovative, but they more difficult to read, and some are nearly impossible. Use 10-12 point size for body copy (text). 14-20 point is fine for
main headings, bold or normal. Sub-headings 10-12 bold. Any printed material looks very untidy if you use more than two different fonts and two different point sizes. Generally the fewer the better. Use left-justified text as it's easiest to read. Avoid fully justified text as it creates uneven word spaces and is more difficult to read.
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How to Write a Press Release
elf-promotion plays a big part in the success of any chapter or colony. Publicity generated by press releases is free, and often the coverage is far more extensive than anything you could have hoped to say in an advertisement or Facebook event invitation. Keep in mind that your goal is to attract favorable media attention while following these steps. Research actual press releases on the web to get the feel of the tone, the language, the structure and the format of a press release. The timing of the press release is very important. It must be relevant and recent news, not too old and not too distant. You can always create a draft before the event and update specific details when the event is over, such as monies raised or attendance. Decide why you are writing a press release and determine your focus. Are you inviting people to an event? Updating the campus about an immediate past program? Press releases follow a specific format, so that editors know it is a press release. · Keep it short and to the point. Usually, press releases are no more than one page. Print the words "FOR IMMEDIATE RELEASE" in the top lefthand margin in all caps. Follow this line with relevant contact information: name, title, address, phone number, email address. · Create a headline and center it in bold type just above the first line of the body of the press release. Headlines typically highlight the most important, significant or shocking fact in the release.
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Create a dateline - the first line of the body of your press release - that includes the city where the release is generated and the date (i.e. NEW YORK, NEW YORK January 1, 2015). · Make certain the first paragraph includes all the vital information: the where, when, why, what and who. · Include some tantalizing peripheral details or facts to spark curiosity in following paragraphs. A good press release not only informs but also teases. (“19 brothers from the Alpha Chapter braved freezing temps and jumped into the ocean in February to raise money for a statewide charity event.”) · Wrap up the last paragraph with a "for additional information" line, a place to find more details. An annual report or a Web site can be great sources of information. · Center these marks, " # # #" or "-30-", at the bottom of the page to indicate the end of your release. The text of the press release should include a “call to action.” This is information on what you want the public to do with the information that you are releasing. For example, do you want them to buy a product, attend an event, or donate to a specific cause? If so, include information on where the product or tickets are available. Do you want them to visit your Web site
to enter a contest or learn more about your chapter or colony? If so, include the Web address or a phone number. Send your release by e-mail, and use formatting sparingly. Giant type and multiple colors don't enhance your news, they distract from it. Put the release in the body of the e-mail, not as an attachment. If you must use an attachment, make it a plain text or Rich Text Format file. Word documents are acceptable at most outlets, but if you are using the newest version (.docx), save down a version (.doc). Use PDF files only if you are sending a full media kit with lots of graphics. Please don't type a release on letterhead, scan it, and e-mail a jpeg of the scan. That's a waste of your time and the editor's. Just type the release into the e-mail message. And finally, avoid jargon or specialized fraternity terms (like Consul or Magister). If accuracy requires the use of an fraternityspecific term, define it. Since the goal of the press release is to provide information to the public, using the most inclusive terms is likely to yield the best results. Use these press release tips to update your campus community about what your chapter is doing on your own terms and provide positive publicity about the Fraternity. Adapted from: www.ehow.com/ how_8793_write-proper-pressrelease.html and www.wikihow.com/Write-a-PressRelease Page Three
18 Etiquette Tips for E-mailing Your Professor
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rofessors, like everyone else, have gone electronic. In addition to the one-on-one office hour, they're quite willing to communicate by e-mail. Here are some things to consider before clicking the "Send" button: 1. E-mail is forever. Once you send it off, you can't get it back. Once your professor has it, he or she owns it and can save it or, in the worst case, forward it onto colleagues for a good laugh—at your expense. 2. E-mail goes where it's told. Check—and double check— to see that the right address appears in the "To" line. Just because your mom and your professor are both named "Lynn" is no reason to send all your love to Professor Lynn. 3. Professors might not be using the cruddy university email system. So send it to the address they actually use, not the one on the university directory. (Check the syllabus or assignment sheet for clues.) 4. Professors might not open mail sent from luckydogpig@thepound.com. They prefer to open mail sent from more reputable addresses, like you@theCruddyUniversityEmailSystem.edu. 5. Subject lines are for subjects. Put a brief explanation of the nature of the e-mail (like "question about paper") in the subject line. Never include demands such as "urgent request—immediate response needed." That's the surest way to get your request trashed. 6. Salutations matter. The safest way to start is with "Dear Professor So and So" (using their last name). That way you won't be Page Four
getting into the issue of whether the prof has a Ph.D. or not, and you won't seem sexist when you address your female-professor as "Ms." or, worse yet, "Mrs. This and That." 7. Clear and concise is best. Your prof might get 25 or 30 Emails a day, so, it's best if you ask your questions in as focused and
copy you're sending? 5-Star Tip. Never e-mail your paper as an attachment in a bizarre format. You might think that .odt is really cool since you didn't have to pay for Open Office. But what when the professor discovers it takes him or her 20 minutes to find the plug-in that doesn't work, then another half hour to download
succinct a way as possible. (Hint: it's often good to number your questions). And, if your question is very elaborate or multifaceted, it's best to go to an in-person office hour. You'll get better service that way. Extra Pointer. Before sending a draft of a paper to a professor as an attachment, check to see that he or she is willing to accept such longer documents. If not, see if he or she will look over a page or even a central paragraph of your work incorporated into the body of the E-mail. And be sure to "cc" yourself any time you send a piece of work; who knows the fate of the
Open Office (which ties up all too much space on his computer). What was supposed to be a 15minute grading job on your paper is now taking over an hour. And then the prof has to assign your grade? Stick to Word. 8. Always acknowledge. If your professor deigns to answer— or send you the handout or reference that you asked for—be sure to tell him or her that you got it. That way he or she will think kindly of you next time they see you in class. 9. THIS IS NOT A SHOUTING MATCH. Don't (Continued on page 5)
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Design Tips for Promotional Flyers
lyer design needs to look professional and communicate a clear message to your target market. Its important to get the best style, tone and format in order to gain results. A badly designed flyer or leaflet can have a detrimental effect on the image of your chapter and waste the money you have invested in printing. Ask yourself the following questions: What do I want to achieve from the flyer? (e.g. - Increase attendance at an upcoming program, invite men to a recruitment event) Who am I aiming the flyer at? If you want to attract a certain target market you need to think about what that target market will react to in terms of the message, style and tone of the flyer. e.g. - A flyer promoting a sale for a philanthropy will look different from a flyer promoting a social event open to the campus. Once you have created your design, ask a frater or friend to take a look at it and provide you with feedback. When you are undertaking any kind of design you will benefit
from returning to the design a couple of times to gain a fresh perspective and see where improvements can be made. General Tips Images and Illustrations – Use high quality and appropriate images for your design to grab the attention of your target market. Consider using www.flickr.com/creativecommons/ or www.freeimages.com/ for free use images Branding - The design should include the fraternity logo and the standard fraternity colors. The copy / wording should be simple but strong and convincing, try to avoid using block text where possible. The AIDA Marketing Principle The four steps below describe the sequence of responses you should try to invoke through your leaflet design. This is known as the AIDA marketing principle (AIDA being an acronym of the steps involved). 1. Attention - Attract the reader's attention. Use eye catching images, illustrations, fonts and colors to grab the attention of your reader. Try to
make the message personal to your target market and have a good headline that promotes the benefits of your program or service. 2. Interest - Arouse the reader's interest. Expand further the benefits you mentioned in your headline, use 'You' and 'Your' to personalize the flyer and direct the message to the reader. Use short, simple and clear sentences, avoid block text and use further supporting images where appropriate. 3. Desire - Create a desire for the reader to act or attend what you are promoting. Pose a question, make a statement or use a special offer or discount to encourage the reader to desire what you are trying to promote. 4. Action - Get the reader to take action. Clearly tell the reader where to buy or attend what you are promoting. Guide them to your web site or prompt them to call/e-mail you to learn more.
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13. This is not CollegeHumor. Resist the temptation to talk about the "bad ass" paper you need help with, your "loser" TA who didn't teach you what you needed to know, or the "crappy" grade you just got on the midterm. 14. This is not RateMyProfessors.com. The professor doesn't want your comments about his or her performance in the class. Save those for the end-of-semester evaluations, where you'll be able to spout off. Anonymously. 15. Spelling mistakes make you look like a doofus. So always use the spel check, and proofread yyour e-mail, two. 16. Signoffs and signatures count. Always end by thanking the professor for his or her time,
and closing with "Best wishes" or "Regards" (or some other relatively formal, but friendly, closing). And always sign with your (entire) real name, not some wacky nickname like Ry-Ry or Biff. 17. Your prof doesn't want to hear your philosophy of life. Skip the cute quotes or statements of your religious or political views at the bottom of your E-mail. You never know what offends. 18. Don't lay it on too thick. It's one thing to be polite and friendly in your e-mail; it's another thing to wind up with a brown nose. © Copyright 2010 Professors' Guide LLC. All rights reserved.
write in all uppercase letters, which is an E-mail convention for anger or other strong emotions. No one likes yelling. 10. No one really likes emoticons and smileys. Trust us on this one. :) 11. This is not Facebook. Don't write the professor in the way you'd write on your friend's wall. 5-Star Tip. It's never a good idea to "poke" your professor, no matter how funny it seems at the time. 12. This is not IM-ing. So pls dun wrte yor profeSR lIk ur txtN. uz abbrz @ yor own rsk. coRec me f Im wrng. (Translation thanks to www.transl8it.com, which features a neat little Facebook widget.)
Adapted from “Design tips for flyers,” www.contrastwebsolutions.co.uk/ Guide/Design/Design-Tips-For-Flyers/
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Elements of Effective Communication
ommunication among people is ongoing. Unless we give it purposeful attention, communication can be incomplete and indirect. If we don’t receive information directly, we will rely on our own interpretations of ambiguous messages. Sometimes these interpretations can be loaded with suspicion, negativity, and distrust. Communication is key to a chapter’s success, which also makes it a potential battleground for control and power. When we want to know or say something, it’s critical that we speak directly. Chapter leaders should role model clear communication during formal meetings and informal interactions with brothers and campus leaders. When we put information out there in the open, we can solve problems and make choices about the future work or development. Sometimes we have to give and receive through messages; it can’t be avoided. However, nothing drains energy and trust from an organization like telling “halftruths” and avoiding unpleasant information. Direct communication is a right and responsibility that we should all
share, no matter what our role responsibility. Judgment and subjectivity are basic features of organizational life and unavoidable features of communication. For effective communication to occur, both
parties have to be willing and able to express judgments and opinions based on incomplete and contradictory information. We also need to be aware of our personal biases and acknowledge their effects on judgments and opinions. In truth, emotional and psychological factors enter into communications. Issues of selfesteem, power and relationships, personal commitments, agenda,
and desires are often embedded in communication. Since communication is and will always be a human process, we must accept that personal issues are part of it and channel the emotion and energy that result toward constructive goals. Communication should be intentional and support a purpose. To do so consistently requires high levels of thought, awareness, self-knowledge, and planning. Use a personal leadership inventory, like the DISC or the Myers-Briggs Type Inventory (MBTI) to help you understand how you react to power and energy within your chapter. Each of us brings different communication skills and perspectives to a conversation. No form, policy or procedure can ensure effective person-to-person communication. Forms, guides, and other tools may be handy means of achieving results, but they should never become ends in themselves. Use your time within the fraternity to practice effective person-to-person communication and learn how to teach these skills to the newest members initiated. Adapted from “Learning Tools – Mastering Organizational Effectiveness”
Consider hosting an effective communication workshop to teach fraternity and campus community members communication skills how to draft press releases, develop effective posters and digital PR, and
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