Although considerable attention has been given in recent months to geological obsolescence and scientific upgrading of the geologist, communication deficiencies pose a greater problem for geologists than does professional competency. These barriers result not only in unemployed geologists walking the streets, but also result in oil fields remaining prospects and geological talent going unrecognized. Though this may be near tragedy for the unemployed geologist or the hungry consultant who cannot sell his prospect, it also affects pay raises and promotions for the company geologist and the quality of students trained by professors.

Communication barriers arise with geologists for several inherent reasons. Geologists' training is largely scientific and, as rugged individuals, they tend to feel that their professional competence will carry their ideas. Being human, they blame: (1) management, who supposedly are too far from the problem to understand the geology; (2) investors or clients, who see only dollars and not the geology; or (3) other departments who cannot understand or be bothered with scientific geologic data. The average geologist does not make the effort to recognize the problem, study it, and attempt to correct it.

Geologists obviously exercise little control on clients, the public, other departments, or management. The solution must come from within the individual himself. The sales profession studies communication more than geologists do structure, stratigraphy, or oil finding. Their simple formula results in billions of dollars in profits and commissions:

1. Sell yourself--on what the proposition can do for you and your client;
2. Know your "stuff"--your product and your client;
3. Tell your story--get his attention; speak his language; show his gain; appeal to all five senses;
4. Prepare for all possible objections and have a ready explanation for each; and
5. "Clinch" the sale.

Geologists need not attempt "silver-tongued," high-pressure salesmanship, but a similar approach will improve geological communication at all levels. The following items are my approach to the problem:

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1. Know the goals--of your company or your client;
2. Strive for good ideas--they communicate better than poor ones;
3. Improve your communication mechanics--understand vocabulary, use meaningful illustrations, and organize any presentation emphasizing salient points;
4. Know the weak points and alternate solutions, and
5. Try to communicate.

The Toastmasters organization, though commonly considered to be only preparation for public speaking, actually trains a man to organize his thoughts and present them clearly with poise and enthusiasm in any communication situation.

The above approach should enable geologists to perforate or bend, if not shatter, communication barriers.

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