By Jennifer R. Farmer
Many of us are in positions where we often communicate with external audiences. Given our respective leadership roles, we think about whether we communicate effectively; whether we are good spokespersons. Now if you believe a publicist or communications director is the only spokesperson, I hate to be the person to tell you differently. But the truth of the matter is that all leaders are spokespeople. All authors are spokespeople. All business owners are spokespeople.
Now that we’ve established that, let’s talk about what distinguishes one spokesperson from another? Or more precisely, what makes an effective spokesperson. A good spokesperson does the following:
Offers Context and Tells the Listener or Reader Something They Don’t Already Know
A good spokesperson connects the dots and helps readers or listeners understand and interpret what’s happening around them. A good spokesperson unearths ideas and encourages the listener or ready to join them on a journey. They tell readers and listeners something they don’t already know, but do so in a way that is not off-putting or undermining.
Avoids Jargon and Acronyms
A good spokesperson avoids acronyms and industry jargon. A good spokesperson communicates not just to be heard, but to move their audience to action. They are careful to ensure that nothing obstructs between their message and their audience’s ability to hear their message. Therefore, they avoid jargon and acronyms. A good spokesperson wants to ensure that their audience understands what they’re saying and acronyms take too long for listeners to decipher. Jargon can also muddle the essence of communication and good spokespersons avoid it. They communicate using plain language and words their audience is sure to quickly identify and grasp.
Unfortunately, so many times we get steeped in our own worlds. We communicate with people who think like us, act like us, and come from similar backgrounds as us. Instead of using acronyms and jargon, focus on communicating so that someone who doesn’t have your background and experience will still understand you. Remember, as GOP pollster Frank Luntz has said, “it’s not what you say, it’s what your audience hears” that makes the difference.
For more, listen to this short video: https://www.youtube.com/watch?v=CFD-IuFz1fY&t=2s