Wise advice about how to communicate effectively during this crisis

“To achieve good communication, spokespeople need to adhere to the three Ts; be transparent, truthful and timely in sharing information.  But they need more.  They need empathy and wisdom to guide them in their choice of words.

“Why? Because the simple exchange of facts will not always drive action. We don’t emotionally trust facts; we trust people – or we don’t.  In addition, we tend to trust authoritative voices that demonstrate powerful listening skills. As we process facts emotionally, we trust leaders who move beyond financial and medical data and speak to us in a voice that echoes how we feel, right now.”

These are the wise words of Gil Bashe, managing partner, global health for Finn Partners, in an article he wrote in today’s PR News online: Why We Need to Communicate from the Heart Now.

He reminds us,” As communicators, we must strive to provide the level of engagement that serves not only the mind, but also the heart and soul.”

“Our role is to provide accurate, empathetic communication with transparency, truthfulness and timeliness. We can help our profession rise to this occasion, helping people understand the unfolding situation compassionately, so that they can make the right decisions for themselves and for their loved ones.

“Never before has communications had the power to help society in the way that it does just now.”

Let’s remember Gil’s wise words, communicators, as we get to work!





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