Let’s face it — technology has taken over. From AI actors to art, no industry is safe.
So what happens when robots interfere in human expression? History is forgotten, language disappears, and the human experience is forever changed. So are jobs, industries, and skills that humans have worked tirelessly to perfect, but we’re here to talk about communication.
As communicators, our words and phrases shape the past, present and future. No matter who writes them, words hold meaning and significance. If a comma can change the meaning behind a sentence, one word can change history. Phrases become synonymous with moments in time – think “I have a dream,” “It was the best of times, it was the worst of times,” or “One small step for man, one giant leap for mankind.” On the surface, all three phrases are pretty generic, and yet, they each solidify iconic moments in history.
What makes an effective and influential communicator?
Simply put: leave your ego at the door. Understanding your audience is the real challenge.
Consistency is key. Whether you’re drafting an email, crafting and reworking brand messaging, or posting an Instagram caption, the through line should be there. That doesn’t mean all three (or more) pieces of content will have the same words, phrases or key talking points. In fact, they shouldn’t. If you’re posting a company’s mission statement as an Instagram caption, while emailing a reporter about how great the mission is, all while using the same sentence structure, everyone is going to be confused. There’s a good chance you’ll actually be muted, ignored, or blocked.
Sure, you wrote all the words, the client loves them, and you’re proud of the hours spent scrolling through a thesaurus, but this isn’t about you and proving that you’re a wordsmith. Journalists are looking for one thing, social media users another and the audience of a top-tier outlet a third. Recycling the same work isn’t just lazy–it’s a waste of everyone’s time.
As communicators, we’re not in the spotlight; the story is. Our job is to get the story in front of the correct eyes, and that means understanding and pivoting for the correct audience. Words matter, but they’re not always your exact words, and that has to be okay.
Can ego and influence coexist?
Absolutely. Influencers are the perfect example. They may not be written communicators, but their style and content is how they communicate with the world. They’re also intimately aware of how important word choice can be for the rest of their career. And there’s always ego involved–how can there not be when you’re filming your life and assuming the world will be interested in it?
But the term “influencer” has lost its true meaning – at this point, everyone on the internet with a following is considered an influencer. Some are born into it, some are born for it, and some get really lucky filming Joe Jonas attempting to parallel park in New York City—their life forever changed.
But going back to what we’re here for – writing skills.
Not everyone can – or should – write. Some skills can be taught, like grammar and penmanship. Others are innate. As PR pros, we’re writers. We can’t do our job without knowing how to write an article, share a story or even de-escalate a situation. We can’t do our job without understanding how words, speeches or even posts will be interpreted by millions of people we don’t know. Developing these skills takes time, a lot of trial and error, and, frankly, ego. Knowing you were right when the internet rallies behind or against something is something special.
We have to be confident in the work you’re putting out there. We have to be able to defend our words, or messaging and the story behind it all. If not, what’s the point? Every day, we come to work to persuade, educate, inform, and hopefully, inspire. If we don’t believe in the work and our skills, we won’t be able to move past a blank document (shout out to SpongeBob).
Ego is everywhere (Sigmund Freud, what’s good?). It’s not just us and our meticulously navigated press statements; it’s also our clients believing in themselves and their brands enough to become public faces. It’s our journalist friends believing in their gut instinct and digging for the bigger story. It’s us standing on a stage at an industry event and sharing our expertise with our peers.
Ego isn’t always a bad thing. Ego is the push that allows you to get your message across – if done right.
So, how do I become influential without letting ego take over?
Let the ego flag fly. At half mast, that is.
Remember that you know what you’re talking about. You’re the expert. Believe in what you want to say and stick to it. If you’re just starting out or a couple of years in, the basics remain the same.
- Keep it simple: For your audience, not for you. Just because you understand the specifics and intricacies doesn’t mean your audience will. Actually, there’s a good chance they won’t care at all if you get too technical.
- Be intentional: What’s the end goal? What’s the dream? Think about what you’re trying to accomplish and peel back the layers to get there.
- Stay specific: Keeping your audience in mind is key. Will the reporter care? Will your followers?
- Cut it: I guess “edit” would be less harsh, but let’s be realistic, here. The first draft is always the longest. You don’t need all the information all the time. It’s okay to leave some questions in the air – it may even help build a relationship.
The goal isn’t to be the smartest person in the room, even if you are. The real goal is to help people connect and understand.
Don’t worry about messing this up–we’ve all been there. We’ve also been around to help when everything goes exactly according to plan. And everything in between.
No, communication isn’t rocket science, but it is the foundation of success. Hoping it all goes away is a detriment to you, your team, and your potential global audience.