Although most of us aren’t running for office, we are all communicators at some level. We all know that smart communications can favorably influence public opinion, create a positive image for companies or individuals, and help us manage life and relationship hurdles that come our way.
At a recent luncheon hosted by Public Relations Society of America, Colorado chapter, Pat Waak, chair of the Colorado Democratic Party and Dick Wadhams, chair of the Colorado Republican Party, shared their insights about communications on the campaign trail. In the following tips we gleaned from the event, there are lessons we can all draw upon to become better communicators:
In this world of 24 hour news, unlimited cable channels, RSS feeds and blogs, the proverbial snoozer is definitely a loser. No sooner do you hear a piece of “news” about a candidate, then the opponent jumps in the fray with his take on the story. If there is news to which you need to respond, do so. Otherwise, people will draw their own conclusions.
The same goes for businesses. By all means, address the crisis; quickly craft and deliver messages for your employees, customers and other stakeholders. Handle critical communications – crisis or otherwise – honestly, efficiently and quickly. Deliver important information while it is still relevant, because it might not be for long. Then prepare diligently and aggressively for the next challenge.
We live in a media-savvy age; transparency builds trust. Whether you are a candidate or a business person, the trust of the public, your customers, employees and your constituents is vital to your success. Framing a message in an intelligent and appealing manner is something every good communicator does.
“Spin” might be bandied about casually by the general population, but it definitely makes professional communicators cringe. While good communications are about sharing information in an honest and timely manner, spin implies dishonesty and manipulation.
Amy Johnson is president of the Colorado chapter of the Public Relations Society of America (PRSA) and a senior public relations consultant. Lisa Cutter is the chapter’s past president, current media relations chair and president of Cutter Communications.
