Hello again! If this is your first visit to this Substack, let me explain. These Tough Talk tips are based on my more than twenty years of experience helping people address difficult topics with their employees, the media, their board of directors, or their donors. The goal is to solve problems by speaking with clarity and purpose.
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!
Tip #18 - choose the correct audience. Not everyone needs to hear from you.
Here we are at Tip #19 - say it in writing.
Sometimes the sticky situation calls for a written statement instead of an in-person conversation. I realize that this idea might seem to conflict with everything we’ve talked about in the 18 previous Tough Talk tips, but hear me out.
There may come a time when the “right person” to address the tricky issue is just not the right person. They have a personality quirk, a conversational style, or a set of mannerisms that will undo any good your messaging might do.
The goal is to let your words do most of the work so if the right person to give a Tough Talk has a difficult presence, they will distract from the message.
This is a hard call to make, but you may have to put down the microphone (or take it out of someone else’s hand) in order to have the most impact. If so, this is a good time to resort to a written statement.
One of the most important reasons to do this is that you might have an issue that is so complicated or sensitive that you need a written statement to spell out, word for word, the information that you want your audience to know.
A written statement will equip the audience with the facts they need, allowing them to go over them at their own pace and refer back as they process the information. This is a great way to avoid confusion or mitigate misunderstanding if you have a particularly sticky topic.
Then, other times strategic communicators like me recommend a written statement because we’re familiar with the reporter or media outlet asking for the interview. If it is unlikely that the subject will get proper coverage, then a written statement may be the best way forward. Especially since the written statement provided to the media can also be copied to the website or social pages for the sake of clarity.
Only you can make this call, but sometimes - on rare occasions - it’s the right one. Consider a written statement if you simply don’t have the right person to address it face to face or you have something complicated to explain.
You can always follow up later with a conversation to give it the human touch the situation calls for.
A good messaging plan that addresses the problem you need to solve simply and strategically - done face-to-face - is always best, but there may be an instance where you need to issue a written statement instead.
It’s okay, but be sure you don’t do it if you have someone who can handle it in person.