The Power of Communication

Pre-event briefing with all stakeholders is very important. First, I draw attention pointing out a story and then asking questions to involve my audience; I clearly communicate messages by focusing on the key points, using images or keywords to impress them. I make sure the messages get through and summarise the key points to ensure they stay etched in mind. This is followed by the call to action and I close with a sentence of encouragement.

Communication is an exchange of information and mutual influence that takes place in a given context to achieve a goal. Communication results from behaviour and not just from wanting to say something. Everything that takes place in an exchange is communication. Our behaviour influences and communicates to others, it is impossible to have a non-behaviour; even with silence you are still sending a message: you are conveying the will not to communicate. Communication can be involuntary, while voluntary communication can sometimes be ineffective.

Communication can take place on three levels: verbal – i.e., spoken and written words – which implies the transmission of information and not of emotions; non-verbal – i.e., body language -; para-verbal level, i.e., the way you communicate through tone, volume, speed, rhythm, pauses, musicality.

During the briefing I have to keep my voice loud so that everyone can hear me and a firm tone to convey confidence, a relaxed expression to reassure and ward off anxiety, and take the right pauses to emphasise the most delicate passages.

Effective communication requires knowing how to choose the right words, using them correctly; the use of some words compared to others indicates a different thought or attitude. Communicate them in the right way, using proactive phrases, avoiding using the negative and the so-called ‘killing words’, those that switch off; words directly influence our brain and influence our behaviour. So use the right attitude: efficient communication must have consistency among verbal, non-verbal and para-verbal.

I always pay attention to the use of negation: I try to avoid using expressions such as ‘don’t worry’ or ‘don’t panic’, because the reaction aroused is to get even more agitated. This happens because the brain mainly processes by images and does not process the word DON’T. It is like telling a child not to run and 90% he will run!

Communication, if effective and efficient, can make the difference for the success of the event itself. How to communicate must be trained; with dedication you can achieve amazing results.

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