Hello again! If you’re new to this Substack, let me explain. These Tough Talk tips are based on my more than twenty years of experience helping people solve problems by addressing difficult topics with their employees, the media, their board of directors, or their donors.
The tips go in order, so start back with number 1 if you have the time. Each tip is listed below with a link so start at the beginning or click the link for one that interests you.
Tip #1 - be brave and decide to have the difficult conversation.
Tip #2 - communicate to solve the problem.
Tip #3 - say as much as you can upfront and get it behind you.
Tip #4 - don't say everything! Leave out the unhelpful bits.
Tip #5 - use words we all understand. Be inclusive.
Tip #6 - people will make up their own facts if you don’t start talking. Get in the fray.
Tip #7 - think of the “evergreen” questions people will ask. Start there.
Tip #8 - give your “dreaded question” some thought too. That builds confidence.
Tip #9 - it won’t be perfect but folks are likely to cut you slack if you try to fix it.
Tip #10 - you must have a plan because it’s not just a conversation.
Tip #11 - don’t over communicate. Keep it simple and strategic.
Tip #12 - use real words that have meaning. No word salad.
Tip #13 - be interesting. Say something your audience can remember and repeat.
Tip #14 - get your head right. Your attitude will contribute to your success or not.
Tip #15 - beware of over-explaining. Don’t offer a multi-layered reason.
Tip #16 - it’s okay to say, “I don’t know.” It happens no matter how prepared you are.
Tip #17 - you’re not a robot, so don’t act like one. Emotions are good!
This may seem a tad obvious, but strategic communications (which is the macro subject we tackle in this newsletter) is not just concerned with what you say, but who you say it to. So Tip #18 is choose the correct audience.
Your words should be strategically chosen using all of the aforementioned tips, but you should also be thoughtful and careful about the audience who hears you too.
Unless you’re a head of state or the CEO of a major brand name organization, everyone does not need to hear your Tough Talk. For most of us, the audience is likely to be limited. The goal is to deliver the message to the right ears.
Speak directly to them and only to them.
Why? Mostly because you don’t need to sound the alarm for anyone who is not already familiar with you or your sticky issue that needs addressing. Also, for those who may know a little bit about you or your organization, don’t confuse them with information they don’t need. Let them live in blissful ignorance unless it affects them.
Go straight to the audience who is waiting to hear from you. They deserve a response. So, who is the audience?
Let’s go back to two sample scenarios from early Tough Talk tips to give you a sense of what I mean.
In Tip #2, we looked at a scenario where the volunteer treasurer for the Little League team you coach is charged with financial fraud. In this case, you can keep the audience small and make sure only the people connected to that parent know what happened. Tell team parents who pay their kids’ dues to the treasurer. They need to understand why someone new is asking for their payment. Also, tell the corporate sponsors who cover the team costs since they will need to be reassured. Don’t do a town hall meeting or anything. Just start small. Phone calls or an email is good.
In Tip #3 we looked at a much bigger issue. The married CEO of your company is stepping down because they had an inappropriate work relationship that violated company policy. In this case, you have a much larger audience to consider. You may not get to communicate with a limited audience. Who you release the information to is an issue for your legal team to weigh in on. You will already have them involved in the messaging, so be sure to seek their very specific advice about the audience who needs to hear it. You may have rules and regulations that govern who tells the board, the shareholders, etc. Follow them.
By necessity, the audience for the second scenario will include employees, board members, and shareholders, but a strategic messaging release can hopefully keep customers and business competitors from finding out too.
That’s a goal to work toward. Try to speak only to the audience who is affected by your sticky issue and leave everyone else out of it.