The art of being heard

You might not like what Donald Trump says but you have to admit that he plays very effectively to his audience.

He similarly mesmerises detractors to ensure he stays front and centre of the news, with a seemingly Will ‘o’ the Wisp commitment to reality, evidence and continuity; a strategy damnably hard to challenge using more conventional means.?

Academics disagree whether or not this is actually brilliant strategic-play, or a demonstration of erraticism based on amorality and self-interest.

Yet the evidence is inescapable that millions of people find his communications not only persuasive but compelling enough to make them ignore or deny verifiable facts. We truly live in an era of ‘alternative realities’.?

Someone used this recently as the basis to suggest to me that Comms training had become less important. That communication had become so commoditised through the plethora of media platforms available; the information-streaming effect of algorithms and the eruption of AI-generated content, that effectively, what’s the point of even trying to tell the truth?

Heavens to Murgatroyd, haud the presses and wait just a wee minute here. Effective communication is more essential than ever, to stop, or at least slow the insidious process of manipulation through misinformation. ?

If ever communication becomes merely playing liars and manipulators at their own game then I am definitely hanging up my spurs, pen, keyboard or app (whatever is salient at that moment).

Through years of managing crises and issues for clients, I fundamentally believe that saying nothing, saying words which fail to resonate in the right eyes and ears, or saying the right words in the wrong places - should be considered avoidable management disasters.

Communication is not rocket science but there are simple ways to avoid the many, very painful ways it can go wrong.

·???????? Take time to understand who your stakeholders are, and where their opinions may be coming from

·???????? Be honest with yourself about your own motivation and beliefs

·???????? Practise ways to focus your argument succinctly and clearly

·???????? Invest in identifying evidence and examples which will resonate with your audience

·???????? Debate with others to explore weaknesses in your logic

·???????? Treat Comms as a responsibility equal to the bottom line (which it clearly has the potential to destroy) ???

And call in a trainer who knows what they are talking about, to practise effective, written and verbal communication skills - preferably before your back is painfully pinned against a wall.

Marjorie Calder is an experienced media and presentation skills trainer, former journalist and PR Director?