Let's Unpack Effective Leadership

Article #9: Communication Skills

We all have sat through tedious presentations that crumble under the weight of an overabundance of words and numbers. Audiences tune out of these presentations because they lack a compelling narrative to engage the listener. 

Conversely, think of famous orators such as Winston Churchill, John F. Kennedy, Martin Luther King, and Maya Angelou. They were all exemplary communicators who shared the ability to relate to their audiences with compelling visions, values and narratives. As a result, they each helped to change the course of history. 

Aspiring to develop communication skills that rival these great leaders would be ambitious, but enhancing the impact of your communications can still be extremely beneficial throughout your career. 

I believe that the most critical yet often underappreciated element of effective communications is in understanding one’s audience. 

The individuals cited above each instinctively knew what their audience needed at their moment in history. Churchill sensed that England needed courage and combativeness at a time when the German military looked almost invincible. Kennedy stood before a nation in 1960 that was seeking a brighter future and was willing to bet that future on a young, dynamic leader. King knew that his audience desperately wanted to end discrimination and racism, and needed a visionary to light the way. Angelou was only the second poet in history, and the first African American and woman, to read a poem at a presidential inauguration when she did so in 1993. Her themes of change, inclusion and responsibility deeply touched our nation. 

Understanding your audience goes far beyond simply knowing their demographics. While that factual information (including age, gender, educational background, and culture) is useful, effective communicators seek deeper insights in advance of presenting, no matter how large or small their audience.  

What are their interests, values, beliefs and emotions? How does the audience perceive the current environment in which they live and work? What are their expectations of the message being delivered? 

Answering these questions through direct conversations and counsel from others will better enable you to find common ground in your communications and more effectively identify with your audience. 

Once you more fully understand your audience though, how can you best appeal to their hearts and minds? Think of the novels, movies, songs or privately told stories that have stirred your emotions. As a leader wouldn’t you want to also touch your audience’s emotions and tap into their energy? You can, but it will require a personal approach. 

Humor, compassion and empathy can be powerful tools to more thoroughly engage your audience. When I mention humor, I don’t mean telling jokes. They can often take you down a slippery slope with undesired effects. I prefer to relate a personal story that can serve to humanize a topic, present some humility, and often lighten the mood. 

Beyond humor though, sensitivity about your audience can go a long way. While they are interested in your view of the current situation, and the unique insights that you can offer, they are just as interested in hearing your perception of their world, and how it compares and contrasts with your own. Demonstrating your ability to walk in their shoes will draw listeners in and have heads nodding. 

Also, don’t be afraid to ask questions of an audience in order to get them thinking about critical or potentially challenging topics. Asking questions sends the message that you don’t pretend to have all the answers and respect their opinions.

Be aware that as audience size grows, a presenter’s language tends to become more formal. Avoid becoming too rigid with your words and try to be more conversational, as if you’re seeking to appeal to many people but actually speaking to only one. And…no acronyms!! They can sap energy from the room. 

Last, but not least, please pay close attention to your tone, tempo and body language. They need to accurately reflect the purpose of your message. You may be perceived as insincere if your words are inconsistent with the manner in which they’re projected. Some psychologists have suggested that our words account for less than 10% of the comprehension of our verbal communications, with the rest dependent on tone, tempo and body language. Clearly it’s not just what you say, but how you say it.