Talking Points

People who speak in public have different preferences. Some like to talk from specific texts where each exact word they say is already written. These formal speeches are tightly scripted with little to no room for the speaker to deviate from what he or she is going to say. Sometimes the words are before them on a teleprompter., Sometimes their speech is in a binder on the podium from which they speak. And occasionally, there are those who actually go to the trouble of committing their prepared speeches to memory so it appears as if they are making their remarks off the cuff when, in fact, they are not. The best example of that I can think of is the late General Douglas MacArthur. Finally, there are those who really do like to "wing it"and speak totally off the top of their head. That can be dangerous. 

Formal speech writing is a challenge and an art. Good speech writers deserve all the praise that comes their way. Just as challenging for writers is preparing talking points for speakers. This type of communique has to be specifically prepared for a specific speaker rather than a "one size fits all" format. For instance, some speakers who prefer working from talking points that are sketchy while others want them to be very detailed. An analogy would be a list of errands to run on a Saturday afternoon. For some, their list only needs to be: "grocery store, cleaners, pet store and service station." For others, their list is more detailed: "grocery store with a subset of bread, milk and ground beef; cleaners with a subset of shirts, trousers and linen; pet store with a sub set of dog food and cat liter box; and service station, with a sub set of motor oil, emissions test, and battery. 

Those preparing the talking points must work as closely with their clients as do those who prepare formal speeches. In either case, the speaker needs the crutch of pre-determined words from which to speak. At the same time, the challenge of the person preparing those words is found in accurately deciding how much latitude to give the speaker so the speaker feels secure enough in the parameters set for them, yet free enough to say what it is they are going to say in their own specific words. In short, writers of talking points have a delicate balance to strike, one that is contingent on how well they know their client and how well the two work together.  

Cyrano de Bergerac

A few entries ago I wrote of how many public relations professionals prefer not being in the spotlight, but rather working behind the scenes to ensure attention is directed toward others. Personally, I do not begrudge those who do seek attention or wish to make known their identities and perspectives in a public way. In many ways I envy their drive. Examples of such people are politicians and artists. Politicians, at least in part, are driven by a belief in what they say and support and desire to elicit others to join in their cause. Artists, too, have a deep-rooted need to express themselves in the public arena. As we know, some from both fields are more successful than others. Some are genuinely more gifted than others.

Regardless of the gift each possesses, however, they do need others to help them achieve their desire to be heard and/or seen. This brings me to one of the great plays of all time, "Cyrano de Bergerac" by Edmond Rostand. Written in 1897, it tells the story of man who is as greatly gifted with a sword as he is with words. He falls in love with a beautiful woman, yet holds back from attempting to woo her because of his unattractive appearance. Instead, he becomes the voice of a handsome man who is not gifted with words yet who, too, is attracted to the woman. Because of this other man's good looks, she is drawn to him. With Cyrano as his "voice," the man successfully wins the hand of the woman, who is as captivated by what she believes to be his gift with words as she is his appearance.

Cyrano is, of course, a tragic figure. Looking at the coupling that he helped orchestrate, with sadness and irony Cyrano says, "My greatest victories were under an assumed name." It is this quote as much as any other that captures the essence of many public relations professionals, including press agents and speech writers. These behind-the-scenes types do what they do with little regard for public recognition or notoriety. They stand in the shadows as did Cyrano and help guide those desiring the spotlight to be worthy of the attention they seek. I do not see them as tragic figures in the mold of Cyrano. Rather, they are persons with their own unique drive that propels them to seek fulfillment outside the spotlight.

Being Flexible

My favorite flavor of ice cream if vanilla. I understand that vanilla is viewed by many as being bland, unexciting, and a snapshot of my not-so-exciting personality. While I concede the last point, I take issue with the first two. I am the first to agree that our world is blessed with many tasty flavors of ice cream. However, vanilla has been my absolute favorite ever since I was born and, I am sure, will remain so for the rest of my days. In fact, I feel so strongly about vanilla that it is difficult for me to appreciate there are those who actually do not like its taste. How could someone who enjoys a good ice cream from time to time not even like the taste of vanilla? It is like someone describing themselves as a music lover, yet saying they do not like Mozart.

Just as there are many flavors of ice cream, thanks to our innovations in technology, there is also a growing number of ways for us to communicate in today's world. We have a range of choices. They help give us a wide variety of ways in how we can reach-out or connect with others - if that happens to be our desire. And, as in the case of ice cream, people have their own preferences. In my case, my favorite is in-person with email probably being a fairly close second. But I know there are those who prefer other ways, such as the telephone or Facebook. In fact, I currently work with someone who feels the same way about twitter as I do about about vanilla ice cream.  

They tweet all the time about most anything. For them, it works and that is fine. But only to a point. If everyone tweeted even half as much as this person, then this would not be an issue. The fact is not everyone does. Consequently, this lover of twitter is failing to connect with others simply because they are not tuned into the same "flavor"as he. Not a day passes when I do not remind myself that we can not treat how we communicate in the same way as the selection of ice cream we make. Eating ice cream is about ourselves. Communicating is about others. It is all about being flexible and sensitive to the so-called tastes of others.    

Writing Muscles

In the course of my more than 400 entries on this blog, I have alluded to the fact I teaching public relations and communication classes at a college level. Approximately one week from now another semester of classes begins. Two of the four classes I will be teaching pertain to writing. In other communication-related classes I have certainly touched on writing, including its importance, the venues in which writing is particularly effective, and how those different venues require different styles. But I always covered that information on the assumption that my students knew how to write well. I might add that, sadly, this was not always the case. 

For the coming semester what I will be attempting to impart on the students will be very basic: many of the fundamentals of writing. I anticipate a challenge. I say that not so much as a reflection on the students who I have every confidence will work hard and strive to do well. The challenge is about me and how well I am able I am to instill within the students: (1) a lasting familiarity with the rules and guidelines of decent writing; and (2) an equally-lasting appreciation that writing well is not a some-time thing, but an act that needs constant attention and nurturing. To continue to be a good writer, then one must continue to write.

Among other things, one way I spend my free time is going to the gym. I go there not with goal of one-day of becoming Mister Universe. (That ship has long sailed.) Rather, I go there to try and keep my muscles active. This is important, especially if I want to have any chance of enjoying an active life when I enter my senior years. I believe we have writing muscles, too, that require just as much attention. Writing remains a vital way to communicate no matter the venue or technology we use. It does not matter that the great majority of us will never become great writers. But what is important is that we strive to be good ones.

Comfort Zone

In many ways, people are divided into two categories: those who stand in front of the camera and those who stand behind it. It is my contention that by the time we survive our teen years and enter into adulthood, we have a good idea as to whether we are one of those folks who enjoy the spotlight or being the center of attention versus being a person who prefers taking a more behind-the-scene posture in their personal and professional lives. As a result, with this self-knowledge, we gravitate toward those jobs and circumstances that support our preferences and keep us within our own comfort zones.

Generally, I would guess the profession of public relations is viewed as being for those who are more gregarious and who enjoy either enjoy being the focus of others or, at the very least, very close to where all eyes are directed. That observation has never been scientifically tested, so no one can say for sure if it is correct. I, however, tend to think it is not. In my forty years in the communication profession, it is my observation that public relations workers prefer doing what they can to keep the spotlight on others and not themselves. They write press releases for others, they arrange for others to be interviewed by the media, and they ghost write speeches and articles for others.

Public relations workers are the ones standing behind the camera, giving those in front guidance, support and information so they will shine and be impressive to others. Of course, all public relations workers work with others on a daily basis, so this is not to imply they are loners who do not enjoy engaging with others. I am sure they do. At the same time, it is my unscientific observation that public relations professionals are introverts who enjoy dabbling in an environment of extraverts. Assuming for a moment this is true, this suggests communicators are rather complex personalities who operate in a constant state of contradiction or inner conflict.    

 

Communication Overkill

I do not know the exact name of it, but at some point in our lives most of us have played the game involving a number of people who pass a message to each other. The game usually begins with participants sitting in a circle. One person then whispers a message of some sort into the ear of the person next to them. That second person then whispers the same message into the ear of the person next to them and so on. The message is eventually passed to everyone in the circle until it gets to the last person who says it out loud. Almost always the message has gone through some degree of alteration. It is always fun - and surprising - to see just how much the message has changed from what is was at the beginning to the end.

This simple parlor game serves as a stark reminder of how well we people communicate in terms of what we say and how well we listen. Granted, this will never serve as scientific evidence of our communication abilities but the game does present us with a good snapshot. I am reminded of this game as I and millions of others are subjected to the avalanche of messages in this year's presidential campaign. The two major political parties, their candidates and many spokesmen and women are throwing their talking points at us non-stop and will continue to do so for the next two and a half months. The question is how effective will their messages be? More to the point, how well are we or will we be listening?

It is one thing to have to contend with a single message but quite another to have to process multiple messages being given by multiple people via multiple formats and multiple channels of communication. Given this overwhelming dynamic, it is not surprising that people are either tuning-out all that is being said to them, claim to have already made up their minds about which candidates they are supporting and therefore are no longer listening to what others say, or are finding the whole election process to be totally confusing and off-putting.  If there is such a thing as over-communicating, then this is it. Sadly, the so-called communication experts for each of the major parties do not seem to be learning anything from this. They simply keep raising their voices rather than seeking other ways to communicate more effectively. That is too bad for all of us.

Festine lente

Recently, I came across a Latin phrase: festine lente. I was struck by how this applies to communication. (No, I cannot read Latin. But what I can read is the English translation of Latin.) In this case, this Latin phrase means "make haste slowly." In a time when so many of us seem to want instant change in virtually all phases of our lives where we feel change is warranted, I find wisdom in this phrase. The act of communicating, by definition, speaks to change. We communicate with another person, for instance, and things between and about us are no longer the same - even if that interaction is brief or without consequence.

 Communication also represents an accumulation of one's past interactions.  Granted, it may not always feel like it, but with each interaction or encounter comes an opportunity to build on what we know or have learned in the past and apply it to the moment. Ideally, this also helps us develop better skills to make solid connections with others. These connections do not happen instantly, but as a result of sustained communication efforts. They enable us to begin moving down a path that can and often does result in meaningful linkages or partnerships. This, then, supports the notion that effective communication or public relations is a long-term effort.

So-called instant connections are over immediately after they have been made. They are fun, exciting, and short-lived. They only have a shelf-life when effort is made by all parties to give wings to that bonding. That phase takes time and nurturing, two elements which help comprise the essence of effective communication. I would say that most, if not all of us, love the instant connection. Many of us would also agree for that moment to last requires a willingness to work, collaborate, and communicate in an open and respectful manner. This truism applies to personal as well as professional relationships.

New Definition

Earlier this year, the Public Relations Society of America announced its new official definition of "public relations." This definition, which they are billing as "a modern definition for the new era of public relations," represents the result of a year-long effort in which a multitude of practitioners and scholars provided input into not only what the definition should be but also what concepts regarding human interaction it should speak to. Many suggestions were made. Finally, a public vote was taken and the following prevailed: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

Overall, I like it. The primary reason for this is because it speaks to the importance of long-term partnerships as a primary objective of any public relations effort. It has been my long-time belief that the establishment and maintenance of a sustained relationship between various publics or entities represents public relations at its best. People can and often do come together on a one-time or short-term basis. The challenge is to build a bridge that is so strong and encompassing that people develop a lasting commitment to either each other or to what they have both believe. The result is a solid partnership or collaboration. What began as an interaction turns into a bond.

One interesting aspect of this definition, however, is an omission of the word "ethics" or any reference to ethical behavior. In their announcement of the new definition, PRSA explained this was intentional. They said an overwhelming majority of those who contributed to the definition expressly insisted that "ethics" not be mentioned. Unfortunately, they did not provide an explanation. However, PRSA continues to insist that it remains firmly behind the value of ethical public relations. In fact, it announced plans to include ethics in a values statement about the definition of public relations. I hope so. When it comes to interaction and collaboration, strong ethics is the glue.

Only Human

Those who work professionally in the communication field start off each day with at least one, if not two strikes against. Working with clients and carrying out various communication plans and strategies, their goal is all about control. Control the message. Control their client's talking points. Control media access to their client. Control the timing and staging of any public events. Control the timing of when messages are made public. Control who speaks to the public, including the media.  The list goes on and on. These professionals operate in an environment where control is the driving element. Unfortunately, we - and they - live in a world where control is little more than an illusion.

What adds to their uphill climb is the fact that these dedicated professionals are only human. Like the rest of us, they have only a limited amount of patience. . They can only go so long without adequate sleep. They can and do get distracted. They are subject to such emotions as frustration, anger, and bias. Bottom line: they are as imperfect as the rest of us despite the fact that so many of them are quite good at what they do.  Professional communicators, like the rest of us, have bad days and sometimes act in unprofessional ways. This does make them less than what they are. Rather, it makes them human.

I mention this in the context of a recent outburst by one of press people working for this year's Republican Party nominee for President Mitt Romney. While traveling abroad with the candidate, one of the professional communicators on Romney's staff reportedly told reporters to "kiss my ass." The press, not surprisingly, has been giving this outburst a lot of coverage. Granted, it was not that particular person's shining hour and, yes, what he said was a mistake. My guess is at this point his boss has probably given him a well deserved verbal talking-to. Given that, let's move on. I, for one, think we need to give his guy a break. His behavior was out of frustration and probably not like something many of us would have done had our roles been reversed. I just hope for his sake he does not do it again.