Tue 17 Sep 2024
By Stephen DiBiasio
When was the last time you came out of a meeting inspired and motivated by what the speaker had to say?
It probably doesn’t happen too often. Speaker and audience do not always connect. As the writer George Bernard Shaw said, “The single biggest problem in communication is the illusion that it has taken place.”
Bridging that gap requires first, an awareness that it exists; second, an understanding of the needs of the listener; and third, a compatibility between the speaker and the audience.
How do you connect with your audience ? Michelle Obama’s speech to the US Democratic Party National Congress in August 2024 provides a masterclass in communicating a message, regardless of your politics.
To support the presidential bid of Kamala Harris, Obama balances emotion and logical argument. She begins by talking about her recently deceased mother and how the values and aspirations she learnt from her are the same as those that have guided Harris. Obama knows that these are also the values of her audience.
The speech is a call to action “to stop complaining and do something” for the presidential campaign. In her language, Michelle Obama constantly connects with her audience. When she talks about “the contagious power of hope”, she adds, “you know what I am talking about.”
Clearly, a political speech in a highly charged, partisan setting is going to be different to most of the situations we face when communicating, but telling a story that is authentic and that connects with your audience is key.
To help us, Aristotle’s concepts of ethos, logos and pathos can be an effective guide. What you say should have credibility (ethos), be reasoned logically (logos), and appeal to the emotions (pathos). But balance is crucial. A clear danger, particularly across social media, are messages that just target the emotions or simply appeal to what the audience wants to hear with little or even distorted factual content.
Here are a few tips to help you craft and deliver a credible and compelling message whether you are planning a presentation or speech, giving an interview, writing an article or even taking part in a podcast.
Prepare - Be clear about your aim and ensure you fully understand your message and its implications. Check your facts. By establishing your credibility you reinforce the confidence others have in you.
Understand your audience - What do your listeners care about ? What challenges do they face that your message can help address? Are there cultural differences that need to be taken into account? Anticipate their reactions and possible questions.
Give your message a coherent structure - Your main message should be concise, clear and compelling and be able to be summed up in a single sentence that is memorable and relevant to your audience. Back it up with three supporting points. Explain and elaborate with facts, examples, metaphors and anecdotes. Use third party validation such as a quote from an outside authority if possible.
Use clear and compelling language - Connect with your audience through your language. Use positive, active, simple words. Each sentence should represent a single thought. Use sharp, visual language, with strong verbs that convey action and change. A lively metaphor can support your message. Avoid jargon.
And be on the look-out for effective messaging by others, such as in a speech, an op-ed article, or an interview. But there are limits to how much you can imitate - the key is to be yourself and to use language that comes naturally to you.
Stephen DiBiasio is a Dods Training associate specialising in communication. If you want to learn more about our bespoke training courses, get in touch.
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