Understanding Context and Why It Matters to Your Brand

understanding high and low context in communication

Context plays a very important role in communication.  People, peers, colleagues, and especially employers, do not want to have to interact with someone who lacks the self-awareness, knowledge, or understanding necessary to fully appreciate context before speaking.  By doing this your brand looks immature and unexamined which is the opposite of all things professional.

Context comes in two forms:  High and low

A lack of understanding in the underlying context of everything we say and do can have serious consequences.  You may have excellent communication skills and not realize that you’ve said or done something that was misinterpreted or carried an unclear message to the listener or audience.  Many people will ask for clarification of an unclear message, unless you’ve seriously offended them.  You can avoid offense by being educated and confident.


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