One of the key skills that every employer seeks in their associates is communication. No, this does not mean that everyone should be a dynamic orator. Rather, that they should be able to convey thoughts clearly and in a way that informs, engages or brings the hearer to action.
Most would agree that their personal communication could be improved but are not sure how to improve it. Others may think they are adept in communication until they are managing a crisis and are asked questions that make them uncomfortable. Worse yet, the adept communicator may inaccurately answer questions due to being caught unaware in the moment.
Regardless of how well you perceive your personal or team’s communication efforts, there is always room to improve and test your team’s competency—before they face a crisis in which a misspoken claim can and will be utilized by opposing attorneys in future litigation. As the American broadcaster Edward R. Murrow opined, “The speed of communications is wondrous to behold. It is also true that speed can multiply the distribution of information that we know to be untrue.”
Let’s test the idea. Ask yourself or one of your associates if they can share the purpose of your organization or the key values of your brand
- Were they aware of the purpose and values?
- Did they have to stop and think about the answers to your company’s key message?
- Was the answer succinct or did the responder stall or talk in circles to gain time to think of an answer?
Now, imagine that this was not an exercise. What if it was a plant tour, a product launch, a new company policy announcement, trade show or press conference.
- Are your team members able to maintain the key message of your organization?
- Are they able to succinctly explain the benefits of the new product despite the noise and distractions of a trade show booth?
- Are they able to gain acceptance and advocacy of the new policy proposal?
- Are your team members aware of hostile interview tactics and how to respond to best position your brand?
From internal to external communication, C-Suite to your sales team or Human Resources to subject matter experts, your brand relies on associates to lead, inform, sell, advocate and engage diverse audiences throughout each year. Before your team makes that pivotal presentation or travels to the next trade show, ensure they are key message or media trained.
With over 85 years of combined experience, our team of communication experts has successfully implemented strategic communication strategies, key message and media trained hundreds of executives and enhanced communication efforts across public and private sectors. Give us a shout if we can ever help your team!