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Sunday, July 31, 2005

Experts need the most help.

Culling a memorable message from a mountain of information can be most difficult for the person who knows the most about a subject. Sometimes that means knowing when to shut up!

Experts are called on to give their opinion as news consultants, as news “targets,” and as witnesses in court and before elected officials. Most of these opportunities to confer expert information add to the expert’s stature in his or her field. But done poorly, can greatly diminish the expert in the eyes of their various audiences.

TMI—too much information—can be the kiss of death to your communication efforts.

Your audiences can include:
* reporters,
* your own employees or bosses,
* your company’s stock analysts and buyers,
* individuals about to vote on legislation critical to the expert’s future,
* the general public with whom experts must build reservoirs of good will.

If reporters think you’re a windbag, expert or not, they won’t call you in the future. Talking without saying anything is embarrassing to employees. Morale at your organization could take a nose dive, and your corporation’s stock value may join the race to the bottom.

Elected officials have inordinate power over your association or business. When you have the rare opportunity to grab their attention, make sure you use that time wisely. Another way to influence elected officials is through their constituents. That means what you say to ANY audience eventually affects how those elected officials vote on your issues.

So how to be memorable and effective? Think “billboards”, billboards without pictures. Note how few words are on a billboard. Just how much can you read at 55 mph or faster? Or think “headline.” The goal is to get the listener’s attention and ideally that will encourage questions.

Another approach is a version of the “elevator speech.” You know, the one where you’re supposed to tell someone in two or three sentences what it is you do for a living. Even an elevator speech can cause eyes to glaze over and minds to wander if the words lack “pow!”

“Pow!” uses any of the elements of a good speech.
* Humor.
* Alliteration.
* Shock.
* Play on words.
* Use of emotionally charged words.
* Repetition.

Here’s a fun example of what is and what is not "pow" from Laylan Copelin, Austin American-Statesman capitol bureau reporter, that will resonate with every Texan:

“Supporters of the share-the-wealth system for public schools have never liked the derogatory term 'Robin Hood,' although almost everyone uses it.

“Sen. Rodney Ellis, D-Houston, who dislikes the GOP leadership’s school finance plans that would increase taxes on most Texas households but the richest, quipped last week: ‘You want to go from Robin Hood to robbin’ everybody…but the rich!’

“It’s too long to stick.”

Right on, Laylan.

--FULL ENTRY--

3:32 PM | 1 comment(s)