Raising the Bar: Strategies for Compelling Communication

by W. Blair Meeks
Communication Strategist
Jackson Spalding

Communication touches everything we do. Everything we do communicates something. In a world where communication options are changing more rapidly than ever before, it is important to think about the best ways to deliver our messages.

That is the mission of Raising the Bar, a new monthly column I’ll be writing for this newsletter. In it we will explore best practices in internal and external communications. We’ll look at jury communications, presentation skills, social media strategies, branding, relationship building and other topics that can help you succeed.

I’m not an attorney, but do have 19 years as a television reporter documenting communication successes and failures in very public forums, and more than three years as a communications coach and strategist at one of the top marketing and communications firms in the Southeast. My goal for the column is to provide practical, useful and timely information, and you can help keep me on track with suggestions and reactions. I know it’s rare for attorneys to have opinions about things . . . but opinions are encouraged. Please share.

To give you a feel for where we’re headed in future columns I’ll tackle today a quick topic: Technology and Presentations . . . Know When to Say When.

The options can seem endless: PowerPoint, Keynote, Prezi, iPad, video, telestrator. We’ve come to expect vivid images, dynamic audio and sharp graphics in every type of information and entertainment. However, one of the most enduring, surprising and effective presentations on television over the last decade or so was that of the late Tim Russert on NBC News during the 2000 presidential election. Using only a small dry erase board, Russert carefully added, erased and scribbled the electoral college math, live on TV. It was simple and effective. Certainly technology can be useful, but it’s important to remember that the most influential communication happens when the audience believes they have a relationship with you, not your technology. If mis- or over-used, technology can get in the way.

So, how do you know when to ramp up the tech? A large part of the answer is your comfort with the tools. Here are questions that will help you decide whether adding technology is raising the bar or raising a barrier:

Does it enhance or simply entertain? Everything needs to be focused on one goal: clearly explaining your main point. Don’t use technology simply for the wow factor.

Will it work? Can the venue handle the technology seamlessly? Fumbling for connections, audio problems and sightline issues will disrupt communication. Arrive early, rehearse and de-bug as needed.

Is it clear? Have you ever heard a presenter put a slide on the screen and say, “I know you can’t read this, but…” You may have thought, “Then why use the slide?” Visuals with more information than the screen can handle are useless. Rather than making a point they have no point, and can make the presenter seem amateurish. Remember, clarity is the goal.

Do you have time? Being smooth with technology takes time and practice. Creating clear, simple, engaging graphics takes planning and revision. We are all pressed for time. Rushing to finish leads to problems.

Is there a better, simpler way? Three-dimensional graphics have their uses. But remember Russert: Sometimes a dry erase board or a simple handout is more effective.

This is not an anti-technology column – far from it. Technology can do great things for clear, compelling communication. It is however, a warning that technology used for the wrong reasons, or executed poorly, is a barrier to the all-important relationship with your audience. Know when to say when.