Are You Saying the Right Thing?

Editor's note: WRAL Local Tech Wire has added another feature with the launch of the "Innovation Exchange." Noah Garrett, former executive director of communications for the North Carolina Technology Association, is a creative spirit, from writing music to news stories, who recently launched his own communications consulting firm. The focus of the Innovation Exchange is just that – creating a Web community through which people can exchange ideas and foster creativity.

Participate in the Exchange. Send ideas and feedback to: noah@thinkngc.com

RESEARCH TRIANGLE PARK, N.C. – Most of us assume the first rule in communication is to be understood. It's not! The first rule is to communicate so that you are not misunderstood.

This was my "aha" moment of the week. Allow me to share this story.

A potential client called last week and asked a simple question: What does NGC Communications do? Without throwing out all those magical buzzwords and fancy public relations jargon to the caller, my reply to the query was simple: Storytelling.

Intrigued, the client wanted more – which is always a good thing.

I explained that the word communication is about community. Take a look at both words. Each has the derivative of commune in it, meaning togetherness and sharing. When we communicate we are sharing our stories, and it's important to be clear and simple when telling those stories. Clarity inspires trust and simplicity gives people certainty.

We also need to remember that any message or story must communicate more than just information but energy – energy that will provide the momentum necessary to motivate your prospective customers. Truly powerful communication always addresses the recipient's question, "What is in it for me?"

Remember, about 90 percent of communication is not verbal. So, break preoccupation, and focus on listening effectively and using action verbs and energetic words when it is time to tell your story. There are all kinds of communication tools out there to drive a story home. Not the other way around. You can have all the latest and greatest communication technology, but without clear and concise content, that important message or story can be lost in an era of information overload.

So, as we approach the end of the first quarter of 2008, take a look at your messaging – both personally and professionally. Are you using the best method to get your message out there? Do people know who you are and what you do? And, most importantly, are you saying the right thing?

If you are struggling to answer any/all of those questions, your clients and colleagues might be, too. Think about it.