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12/15/2003 Corporate Speech Pathology: New Beginnings Janet Y. Skotko, M.Ed., CCC-SLP, Corporate Speech Pathologist, Board Recognized Fluency Specialist | |
| Corporate Affiliation: The Voice Institute The ASHA Convention in 2002 was unique. For the first time ever, during that convention, a group of ''Corporate Speech Pathologists'' were offered space to present on this new specialty within the profession. Even though the meeting was not in the formal program schedule, a ''statement of interest'' was apparent as the room filled to capacity. Audience members reported looking forward to an interesting alternative, while not wanting to exit their profession. Some spoke of burn-out, some reflected on the daily dreaded unnecessary paperwork, many mentioned professional frustration, substantial and unmanageable caseload numbers, and an overwhelming interest in applying their skills, perhaps in a new and different way. What is Corporate Speech Pathology (CSP)? CSP provides services to entire companies or to small groups within companies, individual employees, or seminars for corporate consumers, based on their unique presentation and communication needs. CSP services are identified and offered to enhance training, help achieve corporate goals, advance the corporate image, improve and maximize professional communication ability, increase sales and other business goals. Some CSP services may seem like traditional SLP offerings, for example; articulation or voice, but their application in the corporate environment is non-traditional. CSP services may include; public speaking, voice aesthetics, listening skills, interviewing, or accent and dialect reduction. Often, SLPs who are CSP providers will specialize in particular services, while others offer a large menu of CSP services. The language and terms used in CSP must be changed for the SLP service provider to communicate effectively and efficiently with the business world. For example, we do not use the word 'therapy' when applying SLP skills to the corporate world in the context described above. Rather, ''consulting,'' ''coaching,'' or ''training'' are the preferred terms, messages and images. Rarely is the term ''disorder'' applied to the corporate status quo. Rather, more commonly, one hears descriptions such as ''problem areas'' or ''personnel performance,'' or ''departmental performance.'' Katie Schwartz, SLP, Corporate Speech Pathologist and CORSPAN founder (www.BusinessSpeechImprovement.com) describes CSP as ''an exciting avenue for creative speech pathologists willing to take a risk. The variety is endless, depending on what an SLP is willing to do.'' While Barb Christensen (SpeechAdvantage@charter.net) gets a lot of requests for presentation skills training, Everett Leiter (www.ConfidentSpeech.com) says that his business is driven by accent reduction needs. According to Barb, ''Many corporate trainers focus upon the actual writing and organization of the presentation or audio/visual aides, but SLPs have the training to coach individuals on the actual delivery, including voice projection, optimal pitch, non-verbal language, rate, etc.'' Everett noted that many individuals who believe they're being held back in the workplace, or in their careers, seek help from SLPs involved with CSP. Individuals and representatives of the corporate world who have received consultation from corporate speech pathologists have been queried (by the author) as to their responses and reflections on their CSP experiences. According to Mick Constantinou, Director of Supply Chain Business Planning for Danka Office Imaging headquartered in St. Petersburg, Florida, ''The same technology that affords efficiencies and economies of scale in document communications, now has the bandwidth to support robust webcasting and video conferencing media. A business leader's communication skills, now more than ever, must be as robust as the communication medium. The audience has become desensitized to the ''Wow Effect'' of technology. Corporate Speech Pathology brings us back to the ''steak versus sizzle'' analogy. The meat of the message and its delivery still must mobilize the masses, with reliance on the technology as the medium -- and not as the sizzle.'' Mick has experienced what SLP's can offer the corporate world. Application and Case Studies 1. A National Sales Representative, whose position requires considerable travel and lengthy speaking engagements, came to me because her voice had begun to ''give out'' on her at any time or place. She said her reason for seeing me was, first - because I'd been highly recommended by her ENT (although 2 others had also been recommended) and second, and importantly to her, I offer the flexibility she needs and an understanding of the corporate demands on her life and schedule. She refers to me as her ''corporate voice coach.'' I offer her activities she can do while on the road so she can continue to address her voice problem, as well as email consultations. Seeing her in a traditionally scheduled manner would not have worked for her or for improving her voice while maintaining her position. This person has explicitly told me she believes she may have lost her job had it not been for my CSP knowledge and the vital backdrop to helping her voice problem. 2. A 32 year old man, who will soon be in position to be considered for advancement to Managing Partner of a large business, sought my services to help him improve his 'articulateness' (his word) and his business communication style. While he thought being an African-American from the South was one obstacle (accent and dialect were issues), he also feared that something 'unknown' to him was interfering with his communication effectiveness. He was right. Not only were there multiple issues, but due to increasing fears and the impending opportunity for advancement, significant communication anxiety had developed. He now says, ''I was lost.'' Because he traveled for considerable periods of time, I taped lessons for him between visits with me and gave him relevant articles to help him understand his communication anxieties, as well as paper and pencil assignments. He reports considerably more confidence when speaking to those who will ultimately judge his qualifications, and due to his improvements in reducing his accent and dialect, he is very comfortable seeing me less often. 3. A department supervisor for an international firm consulted me because he did not understand why he was receiving poor evaluations from those who reported to him and from those to whom he reported. After a couple of consultations it became clear that what he thought he was communicating was not what was being heard or felt! Due to inefficient and ineffective communications, his department functioned poorly, yet no one had been able to pinpoint why. 'Mr. Anderson' did not have the control or flexibility to properly choose the best words, tone of voice, body language, or which words to emphasize to individuals. After several consultations, I began to hear from him that he was receiving extremely positive feedback and he felt for the first time, that those around him were enjoying working with him. Months later, he was given more people to supervise and indeed, he was promoted!'' 4. The Vice President of a conglomerate 'confidentially' sought my consultation (to the point of using the back door). She clearly and firmly expressed, ''I come across as knowing this company in detail in the board room and every other situation....BUT, when I speak to a large audience, I lose focus, stumble over my words and sound like an idiot. I feel people must be wondering which one is the real me and which is the 'look-alike.''' We had three consultations during which I gave her informational readings and helped her alter how she perceived public speaking, her psycho-emotional preparation (she knew her material!) and manner of delivery in all dimensions, and encouraged a continued focus on her new perception of herself and her listeners. She maintained phone contact with me after each large public speaking engagement to review how she had used her new knowledge and to request suggestions to help with times she'd stumbled. Her last call to me included the comment, ''If it were not for your personalized perception of my needs and your views of public speaking, I would have lost my position or I'd be preparing the presentation for someone else to give! Now I am actually 'hooked' on public speaking...I never would have dreamed this could happen!'' What is the Allure of Corporate Speech Pathology? The attraction to CSP is individual and personal. No one description will be universally true for all participating or interested SLPs. However, it appears that some of the factors are: applying your carefully honed and acquired professional skills in a new arena; contributing to corporate goals; fulfilling personal aspirations financially and professionally; being your own boss; making decisions that accentuate your personal best; and, creating a reasonable schedule. Preparation - BEFORE you offer CSP Services: Successfully implementing CSP services takes time and energy. It is not an easy thing to find your potential consumers and for them to find you. They must trust your knowledge and skills and understand the value you bring to their company as a Speech-Language Pathologist. Persistence and patience is a must. It is important that you do your homework! You must learn and know the business atmosphere, and the attitudes and affiliations within your geographic and specialization area. You must be extremely familiar with business terms, positions, division names (Human Resources, Employee Relations, Training & Development, CFO, CEO, COO, Managing Partner, Vice-Managing Partner, etc). ''You should be willing to be a risk-taker and be able to envision the potential, even while experiencing the dry times.'' Schwartz adds, ''SLP's in CSP either LOVE what they do -- or they get out fast. We frequently have to go the extra mile, but in my opinion, the reward is worth the effort!'' Customers and Clients: Those who seek and request CSP expertise desire quick results. They are anxious to learn and they are achievers by their own nature, or by the demands of their employment. References: Schwartz, K. (2003, June 24). SLP's and the world of work: Corporate speech-language pathology. The ASHA Leader, Vol.8, No. 12, pp.4-5, 24. Juenger, J. (2003). Corporate Speech Pathology. Advance for Speech-Language Pathology and Audiology Magazine, Vol. 13, No. 25, page 10. Corporate Speech Pathology. Retrieved September 12, 2003: http://www.corspan.org. | |