What are the keys to effective communication? Any public appearance, of any kind, must have a specific objective that allows us to develop an ad hoc micro-strategy for action. That is why it is essential to always keep in mind the audience we are going to address, as well as why we are where we are and for what purpose.
Without being clear about this, it will not be possible to achieve effective communication. However, if we are sure of what we want to achieve and we take into account the following points, it will certainly be much easier:
The best improvisation is good preparation
Improvisation has no place in strategic communication. Never get in front of a journalist without being clear about what he wants to talk about and what you want to talk about. Take an argument with you, internalize your key messages and try not to give more than three. Try to reiterate them throughout the presentation.
Listen carefully, think and then answer
A common mistake is to be thinking about what we want to say instead of listening carefully to what they are asking us. The subconscious, when we are in front of a journalist, can betray us. Listen carefully to what the question is, decide what the key message is within that question and answer with confidence.
Don’t let others speak for you
Always take the initiative. Lead the interview or the meeting; lead the conversation. Don’t get into topics you don’t want to get into and steer the conversation back to your own territory, to what is really interesting for your organization. The more you control the message and the less you leave to the journalist’s interpretation, the easier it will be to lead a conversation.
Putting the message first
Before going in front of a journalist, it is important that you think about the headline you would like to read the next day in the media. This headline should clearly and directly summarize our message, for which it is essential to use short and simple sentences: subject, verb and predicate.
Repeat your message
Whenever you have the opportunity, repeat your message and use different arguments that allow you to emphasize the most important part of what you want to convey. Do not hesitate to refocus some questions in order to contextualize the message. The key is to know how to redirect them to your interests. A good previous preparation and having the messages well internalized will always help. Do not hesitate to use examples to make yourself understood; the less you leave to interpretation, the better.
The most important thing, always at the beginning
The order of your presentation should always start with the most important points and, whenever possible, repeat them just before the end to reinforce the message. Don’t beat around the bush, focus your speech and be clear, concise and direct.
Adapts the use of language to the situation
Depending on the profile of the audience to whom the presentation is addressed, it will be necessary to use one language or another. It is important to maintain authority in the tone in order to achieve the same register from the beginning to the end of the speech and try not to diminish it when faced with uncomfortable or complicated questions to answer. Combining rhythm with tone will help to emphasize messages. When in doubt, it is always preferable to use simpler language in front of a supposedly knowledgeable audience rather than miss the opportunity to convey a message that is understandable to the majority.
Don’t forget that everything communicates
We must keep in mind that our body also speaks and transmits a lot of information; controlling body language techniques is as crucial as controlling the message. Avoid crossing your hands tightly or sitting too awkwardly. Let the air into your lungs. Be clear that what we don’t say is just as important as what we say. Gestures, our posture or a simple look can transmit as much or more than a sentence.
Before any appearance before the media and, in addition to the preparation, it is important to believe ourselves what we are and internalize our own strengths and the great ability to provide appropriate solutions for each of the current or future needs that may have the audience to which we are going to address.
