Hello and a warm welcome to The Communicator’s Notebook, I’m so glad you’re here.
I’m Rachel and I’ve been a professional communicator for nearly thirty years. Over this time I’ve worked with a lot of brilliant people; both leaders and PRs. I’m also an author and love teaching storycraft, so why not combine all three into a newsletter?
This notebook is for leaders, comms professionals, HR experts, authors and writers, or anyone who just wants to improve their communication skills.
Starting with the fundamentals
Each edition I’ll talk about an idea, technique or tip to help you communicate better. These are drawn from many years of observing what works and what doesn’t. Think of them as shortcuts distilled from my successes - and failures!
Two-way
When planning comms, I always start with the same premise: great communication is a two-way act.
Let me explain.
On the first day of a new job I sat down with my stakeholders. They were despairing: “We’ve communicated on this issue over and over again, and people still don’t get it!” Newsletters, emails, blog posts, videos - you name it they’d tried it. But when I asked what feedback they’d had, we got to the nub of the issue. They hadn’t asked for any.
The simple truth is any communication strategy based on ‘pushing out’ messages is doomed.
Why?
Because it’s the equivalent of shouting at someone.
Most people think of communication as imparting information. Yet the first definition for communication in the Merriam-Webster Dictionary is;
a. A process by which information is exchanged between individuals through a comms system of symbols, signs, or behaviour
b. Personal rapport
Good communication starts with your audience; asking where are they at right now, what interests them, what do they need or want from me?
Only then can you exchange information, express your opinion, impart your news.
And when you’ve done all of that? You listen again. It’s a never-ending circle.
Whether it’s a new strategy, campaign or book launch, great communication is about explaining to someone their place in your world. Answering one fundamental question for your audience: ‘why does it matter to me?’
Even a media release - which at first glance is all about pushing information - will hopefully lead to coverage, a quote, an interview. A conversation continued.
In the end it’s all about - to use the word du jour - engaging.
Great communicators aren’t born, they’re made
I am the bearer of GOOD NEWS for you - and this newsletter.
I firmly believe great communication skills are not determined by genetics. Learning to communicate well is a very human endeavour, one which, with time and practice, can be mastered.
Every talented communicator I’ve ever come across has one thing in common. They study who does it well, seek out experts, put in the prep time and hone their skills.
So stick with me, and hopefully this will be a fun ride!
Thought provokers
Each newsletter I’ll try and include some articles, books or talks I’ve found helpful or thought provoking.
This article WTF is going on? by Caroline Kealey really made me sit up and think - and is my recommended read of the week for comms and HR professionals.
There are deep paradoxes emerging in the way we engage - especially at work - and with brands. Caroline argues this is the result of three forces having an exponentially compounding effect: psychological, social and technological disruption.
Caroline’s equally arresting answers can be found here.
I’d love to hear your views on this, or indeed anything else …
That’s all for now, I’ll be back next week with more scribbles from my notebook.
Rachel
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Finally, you can read more about me here.
Love this Rachel, Kate x
Great initiative Rachel ...looking forward to being part of this