Strategies for Increasing Message Retention
I know that it is troublesome that everyone else, “but us,” have such a terrible memory and inability to remember details. However, there is more going on when we dig into this commonplace challenge. Humans develop mental models, cognitive maps, frames, internal scripts, and other processing methods to understand the environment and situational context albeit with frequent misunderstanding and imprecise perceptions (Tversky, 1993). Even with these accuracy challenges, the automatic use of mental shortcuts is a power element of our existence and helped spur our advancement as a species. The realities of humanity’s unconscious mental information processing mechanisms are the significant loss of the content details from the beginning, middle, and end of an interaction (Edvardsson & Sund, 1998, p. 1). Think about that fact before walking into your next meeting. What we say at the start of a meeting is forgotten as much as what is said during the conclusion.
Remember, most people will not remember the details of communications or interactions. People will primarily remember the themes and generalities of a message (Edvardsson & Sund, 1998, pp. 1-2). To combat this natural loss of informational detail, we must address the issue of content’s significance. Research demonstrates the connection between the level of personal significance an individual applies to the content with the ability to recall the details of that content at a later time (Edvardsson & Sund, 1998, pp. 3-4). As we take part in meetings and exchanges with our colleagues, we need to adapt our messages to how people process and keep meaningful information.
If we desire participants to retain more details and for longer, then the content must possess a high level of personal significant to each member (Holbrook, et al., 2005, 749-752). This requires the content sender to understand from each person’s perspective their internal motivators, desires, and goals and how the information will speak to these factors. Challenging, to say the least, as many people may not be aware of their own motivators and goals. We can start by thinking about Maslow’s Hierarchy of Needs. However, if the retention of details is a lower priority, the focus of the content development should be in the formation of an emotionally connected narrative story, so the participants retain the desirable themes, tone, and impressions.
Both approaches require meaningful forethought, planning, and solid execution. The process starts by taking the time to understand the goals and the level of retention required for the given situation. This is not as simple as it sounds, but that is another topic for another day.