HELP FROM THE HEART
By now we've all read the significant columns reminding us to re-evaluate what really matters in our lives. Given the difficult challenges of the past year, it's more important than ever to treat every day as a beautifully wrapped gift.
RECOGNIZE OTHERS
Inside that gift, there are many opportunities, but perhaps the most notable is our opportunity to communicate with others, as we never have before. Eleanor Roosevelt wrote; "To handle yourself, use your head; to handle others, use your heart."
That is where so many of us fail. As reports of corporate fraud send the stock market plummeting, jilted investors call for reform, and a federal court jury finds a house representative guilty of taking bribes and kickbacks, it's no wonder the public doesn't know what or whom to believe.
Perhaps, as Eleanor Roosevelt suggested, when speaking, we really should have heart. Instead of glaring at reporters and failing to address thousands of admirers, Martha Stewart might have considered making a short public statement. She could have explained that she can't talk because the matter is under investigation, but her first concern is for her shareholders and employees.
THINK, THEN SPEAK
Former Enron first lady Linda Lay might have thought twice before discussing the loss of her vacation homes on national TV. It's doubtful too many viewers were sympathetic.
CORPORATE SCANDAL
From Adelphia to Tyco to Enron to WorldCom, it's hard to change a distrusting public's opinion even if those who were once held in such high esteem are innocent until proven guilty. But perhaps what's most important to understand is that people remember your demeanor, your attitude, your body language and your empathy or lack of it far longer than they ever remember your words.
People want spokespeople to be human. Whether you are doing an interview with the media, delivering a presentation to investors, talking with employees or trying to land that new job, listeners want to relate to you. They want to know you care about the same things they care about. Only then, will someone else feel comfortable enough to believe and trust what you're saying.
BE LIKEABLE
Presidential advisor Roger Ailes once wrote: "The 'magic bullet' of personal communication is the quality of being likable." Perhaps this is best observed by remembering the highly publicized Exxon Valdez spill. For days, viewers witnessed graphic pictures of dead geese and sea lions. Environmental groups were all over the airwaves, but Exxon CEO Lawrence Rawl was conspicuously absent. When he did appear on ABC's Good Morning America several days later, he was scowling; defensive and accused anchor Kathleen Sullivan of creating a public relations nightmare. If Rawl had shown concern and compassion, he would have been much more likeable which in turn would have softened the blow for Exxon.
While media ink is poised to pounce on the next corporate inquiry, remember, being human comes first as there is always an opportunity to communicate with heart.
Karen Friedman brings 20 years of on-air television experience to media and communications training. Her Philadelphia area company, Karen Friedman Enterprises, Inc. prepares people to take advantage of media interviews, presentations and public appearances. Friedman is an international speaker and consultant who can be reached at: 610-292-9780 or through her website at www.karenfriedman.com
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