In a year unlike any other, there have been many stand-out moments where the power of communication (both good and bad) has proven to be critical in uniting or dividing us all around a common challenge or issue.
From the global pandemic, to the US election and the Black Lives Matter movement, some of the most important events in recent times will be defined by a single quote, tweet, press conference or image, reinforcing the critical role of communications for brands, politicians, celebrities and leaders, particularly in times of crisis.
Here are three of these principles that I believe have proven to be particularly valuable in 2020, and which could benefit leaders from all spheres of public and private business as we head into an uncertain future in 2021:
1. Tell a story - Facts will only get you so far
In a world of data-driven business it can be easy to only focus on communicating numbers and results. These are of course important, but by themselves can become uninspiring and hard for people to retain or relate to. In fact, a study by Stanford professor, Chip Heath, showed that 63% of people could remember stories they were told but only 5% could remember a single statistic. In troubled times such as we have faced this year, statistics can also be interpreted as cold and un-human when a human approach to communications is what is desired and required most.
2. Remember the three c’s
Many business leaders and public speakers will be familiar with the three c’s when it comes to often- taught principles of good communication. The need for effective communicators to be clear, concise and consistent has been powerfully demonstrated during the pandemic, where a lack of clarity and consistency in messaging could have significant consequences.
3. Be authentic
This may seem like the most obvious principle for communications of all, but despite this, 2020 has given us many examples of public figures and business leaders who have been called out for a lack of authenticity, or even hypocrisy in their communications which has had a damaging effect on reputations and businesses.