Eric May – Media Consultant




To communicate effectively … understand who you are speaking to, and what is important to them.

It’s basic human nature to simply assume if you know something, other people will know it, too.

That's why highly educated, highly trained people, like diplomats, technical experts, and scientists, often have a difficult time expressing themselves clearly.

Consider how communication works:

• Information is not communication

• Communication is perception

In other words, it’s not what you know, but how you express it, that is decisive in your audience understanding it.

It’s all about understanding your audience, and framing your ideas in ways your audiences understands and can connect with. 

To communicate more effectively, connect your issues to what is important to your audience.

When expressing your ideas, try integrating “shared values” like hopes, dreams, fears, and human emotions. Find the direct connection between your issue and your audience's own lives.

Connecting your issues to the audience’s “shared values” has resonance. People think: “he understands me.” “She is talking to me.”