The Two Essentials for Effective Communication
Some of the most effective speakers of modern times: L-R: John McCain, Oprah Winfrey, Martin Luther King Jr., Michelle Obama
When I mention media training, I usually get an excited reaction or a nervous reaction. It can sound daunting. My golden rule s is to never tell someone what to say. My clients aren’t puppets. Everyone has a unique point of view that should be heard. My job is to help them deliver their message in the most effective way. Most people I work with actually need help on delivery and concise messaging, not on what to say.
No matter who you are addressing, the ultimate goal in effective speaking is to portray strength and warmth. When you think about great speakers - Michelle Obama, Oprah, Martin Luther King, John McCain - they encompass both of those qualities and because of that you are drawn to them. Translation: you trust them.
When you show strength, you portray confidence, command attention and respect, and people believe you have the ability to affect the world. When you show warmth, you connect with your audience and convey a sense of likability. Speaking pros are able to be strong and warm and that’s the X Factor in effective communication. Most of us fall somewhere between the two and lean toward one or the other, but it’s really important to be cognisant of that balance as much as possible.
Here’s a few tips on how to be a more effective speaker.
If you lean toward being strong and less warm:
Appeal to the audience’s emotions and paint a picture that evokes the feeling you want from them - use descriptive words, stories and incorporate visuals where possible,
In most interview settings it’s best to use simple language and analogies so your audience can take in your message and remember it,
Make sure your voice is calm and not overpowering. Record yourself or practice with a friend in order to get an outside perspective.
If you lean toward being warm and less strong:
Concentrate on what you know well and be the expert you are. The person asking the questions or listening may not know as much as you do and they definitely don’t have your unique perspective,
If necessary, make your voice more powerful or authoritative. Try recording yourself and raising your voice one level at a time until you find a comfortable balance.
Remove filler words like ‘probably,” “ummm,” “ahhh,” as these make you sound less confident. Try closing your mouth instead of filling it with an extra word or even pausing before you speak. A pause can be extremely effective if used in the right places when delivering a message.
If you want a master course, just watch pretty much any Michelle Obama interview or speech. She is a pro and there’s lots of material online. I would also recommend watching speeches of the late John McCain. I always thought he displayed an amazing blend of emotional appeal and conviction when conveying messages.
But I want to show you an interview that caught my eye in 2019. It was an election year in Canada and a morning show produced a series on issues important to families. This segment focused on autism services and programs and featured Joseph Trozzo, a father of a teenager with ASD. Joseph uses the best analogy I’ve ever heard in this interview and I dare any parent or politician to question his stance on funding after hearing him speak.
The entire interview is worth watching, but the first minute and a half is full of techniques for effective communication. Watch it here.
Joseph’s calm, yet strong tone of voice made his points very effective, even though it would have been easy to become overwhelmed with emotion. Although his posture was a bit off, his clear, concise language broke down the issue so anyone could understand. He was natural in his rate of speech, paused appropriately, and was very natural. I could picture him delivering this message to me at a BBQ the same way. The best communicators are able to have a conversation with the audience. Most importantly, he leaned into his expertise - a father who was an advocate for son - and he spoke directly to the politicians.
It’s clear that Joseph prepared for this interview and it worked. It just shows that with thought preparation and practice, you too can own your message.
There are a lot of great books on effective communication and tons of interviews on YouTube and you can learn a lot from watching and listening. However, if you want more coaching with a personalized approach, consider media training to refine your delivery, learn new techniques, and most importantly, increase your confidence.