Want to be a better finance communicator? Here's how
What are the most in-demand skills for finance professionals in 2023? According to LinkedIn data, finance and accounting employers look for communication skills over leadership, financial analysis, sales and even teamwork.
In this week's Finance Wrap-Up newsletter, we ask economics commentators and public relations experts how finance professionals can communicate better. Impact Economics and Policy's Emma Grey shares how she got started as an economics commentator, even before she was fronting cameras. In addition, PR professional Phoebe Netto shares tips on how to remain confident and calm in interviews — especially if you're a rambler.
The Big Read
Last month, we asked you how finance professionals can grow their careers in times of economic uncertainty.
One answer came up over and over again: communication skills.
"Being able to write, speak live and record video and audio that is compelling and jargon-free is priceless," financial educator Lacey Filipich says.
"I consider the thousands of hours I spent learning to write and speak publicly then applying those skills the best investment I've made for the dollar return I get as income."
Data backs up the importance of communication skills in the finance industry. According to LinkedIn research, communication ranks higher than leadership, financial analysis, sales and even teamwork when it comes to hiring finance staff.
So how can you start building your communication skills?
Impact Economics and Policy's Emma Grey is a regular economics commentator, and has recently appeared on ABC News and 7News speaking on a range of issues from the banking crisis to the latest jobs figures to the RBA's interest rate decision.
Grey says seeking out mentors is key to getting started in your media journey.
She writes: "The way I got my first media opportunities was thanks to wonderful mentors (like? Dr Angela Jackson ) who get lots of media requests and started sending some my way."
And even if you're not yet a media spokesperson for your organisation, it pays to spend some time shadowing more experienced colleagues.
"Before I was able to do any media myself, fabulous economist and mentor? Chris Richardson ?was kind enough to let me tag along to interviews to see how it all works — this was a massive help!" she says.
"If you get the chance, try to seek out mentors and senior people in your organisation who can show you the ropes."
Once the cameras are rolling, Wadzanai (Wadzi) Nenzou says being yourself will make you more relatable to the audience. Nenzou is an investment scam expert who regularly delivers educational webinars and media interviews.
"Nothing beats being truly authentic and genuine ... I find that when I am truly genuine and [being] my imperfect self, it shines through and many people connect with that," she writes.
"It took me years to realise that I don't have to be perfect. I just have to show up as myself and I will connect with the people who resonate with the real me."
And then after the interview comes the dreaded part: watching the recording of yourself.
The chances are you'll hate reviewing the footage, but the Australian Taxation Office's Tim Loh says it's important to do it. (As ATO's tax time spokesperson, he has appeared numerous breakfast TV shows,?podcasts?and even the?Bunnings magazine.)
"Be aware of your filler words like ums, your tone of voice and your non-verbal gestures. Debrief with your team and understand what went well and what didn’t go so well, so you can work on improvements for the next interview," he says.
Associate finance professor at RMIT University Angel Zhong recommends you go a step further and ask the interviewer how you can improve.
"Always seek feedback from the audience or journalist to evaluate the effectiveness of your communication efforts," she says.
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Check your demeanor
Meanwhile, PPD Real Estate chief economist Dr Diaswati (Asti) Mardiasmo has more unconventional advice: apply the learnings from modelling (not the economics kind).
"I did modelling and acting school for two years and it taught me a lot — how to make eye contact and connect with the audience, dress for confidence and project my voice and intonate to effectively deliver key messages," she writes.
"Remember — communication is 80% body language and 20% content."
Phoebe Netto , Pure Public Relations founder, echoes Mardiasmo's view that how you come across to the audience is as important as what you actually say.
"Get your demeanour in check. Most of the success of an interview will come not from what you say, but how you say it," Netto says in a LinkedIn video.
"In order to come across well, it's important to make sure you exude both confidence and calm. The only way to achieve this is practice, practice, practice."
And what if you're a rambler?
"Rambling is a sure sign of nerves. So in order to get to the point, prepare three to five key messages that are backed up with evidence or examples," she advises.
Unless you have secured the interview yourself, PR expert Marie Dowling recommends researching the journalist's previous work and the media outlet they work for, so you get a better understanding of your audience.
"Read three of their recent works and three relevant articles in your industry. Ask to read the pitch, so you know what the interview is about," she advises.
And if you don't like the questions from the journalist, learn to come back to your key messages, says PR expert Carden Calder . "Learn the art of bridging — moving from an unwelcome question to the answer you want to give," she says.
Adjusting your communication to suit your audience is also crucial, according to PR expert Asha Oberoi .
"Make sure you know the audience you're speaking to — do they understand the jargon and have an in-depth understanding of the industry, or do you need provide more background to the issue?"
And finally, don't feel like you have to cram everything into one media interview or one social media post. There will always be more opportunities to communicate your message, says social media strategist Benjamin Munro Smith .
"To build your personal brand and engage a wider range of stakeholders, keep the message simple," he says.
"You can always make more content; you don't need to say everything all at once."
?? Who is your favourite finance presenter and what makes them a good communicator? What are your tips for improving on finance communication skills? Share your advice in the comments below.
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1 年Helpful! This will
I help experts, leaders and professionals pioritise progress, lift impact and get better results. Bestselling Author | Top Voice for Leadership | No BS.
1 年Lets remember that speaking to the media is a skill that v few finance professionals will ever need to use. Engaging with your team, senior and peers is the first place to focus your capability building. Impact and trust are vital in this sense for all finance professionals.
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1 年Agree, communication is incredibly important. You need to know how to connect with your audience to be in any kind of position to help or support or give advice.
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1 年These tips are great: we have to get better at speaking about finances, and there is huge potential here for finance people to help everyone who DREADS thinking about money.
Freelance writer
1 年Bang on. The sad reality is white-collar workers who comfortable in their ivory towers have developed a jargonistic language of their own. It makes perfect sense to those in the loop but not according to the gospel of accounting and finance. As someone who writes blogs, profiles, and white-paper articles for B2B clients, I find it encouraging to see that some recognize the significance of becoming media savvy. Regrettably, many still believe weeding out jargon will make them sound unprofessional.