The way you communicate determines how those around you receive a certain message. Especially in the media, it is important that you choose the right style. Each communication style has different properties and is used for a different purpose.
Here you will find more information about the different types of communication styles and how to incorporate them into your communication strategy.
What is a communication style?
A communication style refers to the way you communicate with your environment. The way in which you convey a certain message largely determines how those around you respond to it. The communication style has a direct influence on your target audience and you must therefore pay sufficient attention to this.
For professionals who work in media, PR or marketing, choosing the correct communication style is essential. The way you communicate greatly influences your target audience and therefore has a direct impact on the success of a campaign.
The importance of a communication strategy
Every company or business uses a communication plan. This plan clearly states which target groups you are targeting and what message you want to convey.
The most important part of a communication plan is the communication strategy. The strategy is based on three different factors: the message, the target group and the communication style. In the communication strategy you describe how you want to share a certain message with your target audience.
A communication strategy is essential to achieve a specific goal. You convey a message that should increase your company's brand awareness differently than a message to attract new customers. To ensure you get the right results, you need to use the various communication styles correctly.
The different types of communication styles
The communication style is determined in a communication strategy. We distinguish five different styles: the verbal, the non-verbal, the vocal, the non-vocal and the paralinguistic communication style.
1. The verbal communication style
The verbal communication style is the best known style. This means that you convey your message with words. A verbal communication style can be used both in direct contact with your stakeholders and at a distance.
Verbal communication refers not only to oral communication, but also to written messages. Sign language also belongs to the verbal communication style. The gestures express the meaning of certain words.
Examples
- An interview
- A phone conversation
Verbal communication is often included in a communication strategy because it is a very clear way of communicating. The conversations are often spontaneous, making the message seem very natural. An interaction arises between the various parties involved and an in-depth conversation quickly arises.
Moreover, you can emphasize your message with certain movements or gestures. You give an extra dimension to the message and you express the core of the message in an expressive way.
2. The non-verbal communication style
By non-verbal communication we refer to non-linguistic signals. In this case, you do not convey messages through words, but you use images, gestures or sounds.
The non-verbal communication style is much more efficient and powerful than the verbal communication style. Non-verbal communication is a very important weapon, especially for salespeople. A certain look or attitude conveys more information than some words. The customers immediately understand this subconscious communication and the message is received correctly.
Examples
- A happy or sad facial expression
- A confident attitude or a friendly gesture
Non-verbal communication is almost always present. It is an unconscious means of communication that everyone uses. Even if you don't move during a conversation, you reveal extra information.
With the right attitude, your message will be much more credible. You have to be careful with non-verbal communication. If you do not fully support your message, this will soon become clear to the recipient. The non-verbal communication style is a very powerful tool that determines the response to the message for more than 60%.
Also read: Metacommunication
3. The vocal communication style
The vocal communication style is often confused with the verbal communication style. However, vocal communication only refers to communication in which you use voice.
The big advantage of vocal communication is that you can adapt your message to your target audience. By raising your voice or speaking softer, you give a different meaning to your words, so that your message is received correctly.
Examples
- An opera performance
- Vocals
Vocal communication has many advantages. First and foremost because you give it a personal or emotional interpretation. Unlike simple text, vocal communication gives life to the message.
Furthermore, you can tailor your message to your target audience through vocal communication. Your tone, pace, and word choice determine how your audience receives the message. Before you apply the vocal communication style, it is therefore very important that you consider what you want to achieve with your message.
4. The non-vocal communication style
Non-vocal communication includes all communication that occurs without the sound of a voice. When you think of a non-vocal communication style, you probably immediately think of gestures and body postures. However, you can also use your senses with this communication style.
Smell, feel, taste; it's all part of it! Vocal communication forms the basis of a message, with non-vocal communication you add nuances.
Examples
- A pat on the back during a conversation
- Turning up the nose
The non-vocal communication style greatly influences a communication strategy. Through non-vocal expressions you express your real feelings and intentions. Your target audience will see the true meaning of your words and get a better idea of your emotions.
5. The paralinguistic communication style
Paralinguistic communication refers to the way words are pronounced. The intonation or stress of a particular word or expression can completely change its meaning. Depending on the paralinguistic communication, the target audience perceives a message in a certain way.
Examples
- Again!
- Did you understand?
Depending on the metalinguistic communication, you can interpret these examples angrily or questioningly. A communication strategy uses this type of communication to strengthen or soften a message.
By pronouncing a certain word faster or with a different tone, you immediately make the actual meaning of the message clear. This way you avoid incorrect interpretations and achieve the set goals of your communication strategy.
Communication styles in communication strategy
A communication strategy should always include a combination of the different types of communication styles. Everyone uses different types of communication to properly convey or receive a message.
By analyzing your communication style, you become aware of your habits. You immediately get a clear picture of the areas for improvement and you can quickly optimize your communication style. This will help you communicate more assertively in the future, allowing you to convey the message better.
Many companies look at the verbal and vocal aspects of communication, but forget to determine non-verbal and non-vocal communication. However, these communication styles give character to the message. It is therefore important that you think carefully about these communication styles and include them in your communication strategy.
Also read: 9 Tips to influence public opinion
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