Sharon Leifer, Clarity Media Trainer
The art of getting your message across effectively is a vital part of persuasive communication.
But the key thing to remember is that your job as spokesperson or presenter is not just to share facts, it's also about sharing insights.
People don't just want to know what things are - they also want to know why they matter or why they should care about them.
The following quote about cyber security from The Sydney Morning Herald is a good example of this approach.
It's a dry old topic, but the first sentence explains what two-factor authentication is, using simple, accessible language that is perfect for media and presentations.
‘Sounds like a hassle, why bother?’ pops into your head as you read the first sentence.
The next sentence answers these questions explaining why it matters and why we should care about it, again using simple, everyday language.
The second sentence explains the ‘so what’ - and anticipates and answers our questions.
By the end of the quote we have a concise and clear summary of the author’s key message about two-factor authentication. The language hasn’t alienated anyone and we're now more inclined to share his information and insights.
If you use this same formula when preparing for media interviews or presentations you'll find developing key messages becomes much easier and you'll achieve clarity and cut-through.
You'll also connect with your audience because you're putting yourself in their shoes and anticipating their questions.
And most importantly, this is a skill that can be learnt.
Start the new year on the front foot. Let us help you and your team structure your communications to connect with your audience. Our media skills training, interview coaching and presentation programs can help you and your organisation achieve your strategic goals.
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