The Value of Failure

It has been written by many others as well as myself on numerous occasions how the act of communication is fraught with a multitude of potential roadblocks, barriers, etc. In the effort to connect with another, the odds of one being successful are rarely as good as any of us would like. Further, the goal of actually making and maintaining a successful connection without misunderstandings or mixed signals getting in the way are as rare as Garfield the Cat leaving behind a fresh bowl of lasagna. The result, at least among some, is that many communication efforts that do not succeed to the fullest are viewed as being failed. This is not quite fair.


By definition, any attempt to communicate, despite one's motive, represents a contribution to the establishment of a connection between individuals or publics. This includes efforts that do not succeed. Suppose for example, one seeks to sell a new brand of denture cleanser to senior citizens and to do that they purchase advertising time on the cartoon network geared primarily for children. Such a strategy would no doubt quickly be found to be misguided as well as a waste of money and creative energy. In addition, the poor results would compel the producer of this new product to rethink their outreach plan and try something else.


Failure for any of us is part of our communication process. No one is accurately understood all the time. No one generates the results they wish in promotional efforts all the time. Never mind the reasons for this. Never mind who is at fault. The reality is when it comes to communicating, failure is part of the mix. This reality forces us to constantly rethink how and what we communicate with others. This is not a bad thing by any means. The more we do this the greater the odds are we will become more proficient and - dare I say it - successful at connecting with others. Thus, while failure may not always be fun, it sure is necessary.

The Challenge of Communicators

One way to identify those who communication professionally is that they walk around with a bulls-eye implanted on their foreheads. Obviously, that is literally not the case but the fact they are easy targets for criticism and second-guessing is certainly real. Because most, if not all, efforts to connect with others have some margin of error, there is always room for improvement: a message might not be understandable to some; it may not be as appealing as other communiques; people may not like the way it was presented; or the timing of it might be off. There are lots of reasons not all communication efforts succeed and not shortage of critics around to point out the whys and wherefores of their missing the mark.


Those in journalism, for example, are often blasted because their reporting is deemed to be biased, superficial, shallow, and focused on matters of triviality. Folks in public relations are criticized because their efforts are viewed as being misleading, not in the public interest, and sugar-coated. In all fairness, this is not to say these criticisms are not without merit. Those working in the world of journalism and public relations represent the two biggest engines of communication in our world. As a result, they need to be watched closely and held accountable for the so-called work they do. After all, reporters and public relations practitioners directly and indirectly touch the lives of millions of people throughout our planet.


Having said that, however, it is important to remember that what these men and women do is extremely valuable and rarely, if ever, without challenge. Those they report on and/or represent are not always cooperative. These folks want to control what is written and/or said about them. Consequently, many are not particularly accessible or forthcoming in their interactions with professional communicators. The result is producing and distributing accurate and unfiltered information is a constant challenge. Yes, journalists and those in public relations should be watched closely and held to high standards. At the same time, they deserve to be appreciated for at least trying to ensure our society remains open and free.

Free Trait Theory

One quality that everyone shares is that we are a mixed bag of emotions and behavioral patterns. Looking back over our lives, regardless of the amount of time we have been alive, all of us can identify times when we exhibited the entire range of emotions as well as behaved in ways were totally opposite what we consider to be our normal way of conducting ourselves. Myself, for instance, I was extremely happy at my daughter's wedding and equally sad at the funeral. In terms of behavior, when teaching I am gregarious while at home I am usually quiet and reflective. In these examples, my moods and behavior vary depending upon my circumstance.


One assessment of such mood swings and behavior might be that I am schizophrenic. But a much more realistic perspective is found in what educator Brian Little identified in his Free Trait Theory. It is Little's contention that a person's fixed traits - how they are normally - and free traits - how they behave in various situations - compromise all of us. While we are born with certain personality traits, we can and do act out of character at times when behaving "different" is called for. In other words, according to Little, all of us are comprised of a wide range of feelings and behavioral patterns that we call upon to help us contend with various situations and/or moments that are important to us.     


It is this innate ability to be flexible that enables us to get through our days with at least some degree of success. For professional communicators, Little's Free Trait Theory is particularly applicable as it addresses the ability these men and women exhibit to help others address their outreach goals in an array of circumstances and often in the face of complex obstacles. None of us are one way. Nor should we be. This is vital for those who practice public relations. These men and women often serve as the front-line on behalf of those who want to connect with multiple publics. The flexibility of professional communicators - under the umbrella of the free trait theory - helps make this happen.        

The Role of the Client

Have I said lately how challenging being a public relations practitioner can be at times? If not, then let me note now that it is. Communicating messages that resonate with targeted audiences is not easy,. Even when the message is solid and the audience has been properly researched, successfully connecting the two rarely succeeds as much as one might want, hope for, or expect. With so many factors or variables that can and do get in the way of a communique, it is a wonder that any outreach efforts succeed  at all. Obviously, they do and this is no small testament to the hard work and creativity of those who communicate for a living.


One of their challenges is working with clients. Yes, the client hires the professional communicator to be creative. Nevertheless, as part of that, it is common for the public relations practitioner to train their client to put forth messages in a manner that is straight forward, understandable, convincing and believable. This is because it is often the client who is a key element in many communication campaigns. Given this reality, it is important for the client to have the proper attitude when they agree to accept the help of a professional communicator. By this, I mean being willing to put themselves in the hands of those who expertise it is to connect various publics.


Being creative is not necessarily that easy of a thing to be. Attaining and maintaining credibility is also a constant challenge. Such hurdles are not just the job of the public relations practitioner, however. They rest on the shoulders of the client as well. Generally, clients hire professional communicators because they recognize the value of effective outreach. It is vital that with that recognition comes a willingness to be part of the communication strategies that are ultimately approved and set in motion.  Clients, often in the form of corporate and organizational leaders, are an essential element in public relations.

Insincerity

How often do any of us say something we do not mean? How often do we transform our face into a mask of seriousness to suggest we have vanquished any doubt we might have about an issue or topic? How often do we inject calm into our voice to demonstrate what we are about to say is truth produced by much thought and reflection? For some, the answer to these questions may be "never." Other might respond by saying "Once in a while." And still others - hopefully only a few - might shrug and confess to doing it a lot. From my own perspective, one would be hard-pressed to find someone who has never communicated anything they do not mean or believe.


Insincerity, no matter the reason behind it or the frequency with which it is put forth, is never not a venture down a dangerous path. It represents a conscious choice to tell a falsehood and deceive. Author George Orwell called it "the great enemy of clear language....a gap between one's real and one's declared aims." In the world of professional communication, it is a stake to the heart of forging a meaningful connection between individuals or publics. Any tie built on knowing deception is one condemned to, at best, a short lifespan; one who's demise is guaranteed to include anger, hurt and bitterness.


Insincerity creates problems, causes pain, makes matters worse. Nevertheless, it seems to be a regular part of our existence. For examples, an easy target might be politicians or members of the media who seem to have no problem about stretching the truth to win an argument. But more to the point, how about the neighbor who says they will take care of your mail while you are out of the town for the week and doesn't; or the parent who promises their child a treat and then does not provide it? Such day-to-day occurrences represent sincere examples of insincerity. To communicate effectively, one must remove insincerity from their arsenal.

"Sweet Smell of Success"

It is not always easy identifying what specific factor contributes to giving a certain profession a bad reputation. More often than not, it is usually the culmination of a number of factors that ultimately tip the scale against how the public perceives a particular line of work. One easy example in today's climate are politicians. Generally, those in elected positions are viewed as putting their own interests ahead of those of the people they represent, including doing and saying most anything to maintain their position of power and visibility. Is this unfair? Of course. Does such an image literally apply to everyone elected to public office? Thankfully, no way. Still, there remains a strong element of truth to these negative images that are fueled by the actions of many in those positions influence.      


Another example of such a reality pertains to those who work as press agents. These men and women are also seen as professionals with few scruples and who are willing to take liberties with what is true to promote the notoriety of those they represent. A major nail in the reputation was driven in the form of a 1957 film classic called "Sweet Smell of Success." Co-authored by Clifford Odets and Ernest Lehman, this story revolves around the efforts of an unscrupulous press agent willing to betray most anyone in order to have his clients mentioned in the column of New York City's most powerful columnist. The agent is portrayed by Tony Curtis and the columnist by Burt Lancaster. Both give impressive portrayals of characters driven by ambition and self interest.


As depicted in the film, press agents could not be viewed any more negatively. For those with designs of one day representing clients who are rich and famous - and I meet some in communication classes I teach every semester - "Sweet Smell of Success" should be required viewing. The primary lesson , of course, is how a press agent should not behave. There is nothing wrong with representing one whose career success is based in large part to how much publicity they receive. The problem comes in how one strives to make that happen. Do they lie, deceive and manipulate others? Or do they perform their duties in an open and transparent fashion? The choice is clear. For communicators working as press agents, it needs to remain so.  

Prudence

A necessary and important staple in the everyday effort of professional communicators is wrapped up in the word "prudence." While the American College Dictionary refers to it as "careful management," the definition most applicable was handed down over 200 years ago by Edmund Burke. Burke described it as "the application of general experience to particular practical problems." Isn't this what public relations practitioners do? Situations involving communication between various entities or publics arise and it is the PR worker who is called upon to address them. Whether it is to clarify a misunderstanding, smooth-over a disagreement, or simply share new information, this professional is often the go-to person for their organization or client..


Gaining the necessary experience needed to handle these and other challenges is not that difficult, particularly if one is genuinely engaged in the inner workings of their organization. Participating in meetings with the leading decision makers of an entity, having one-on-one discussions with co-workers from all levels of the organization or company, and interacting with external elements pertinent to the organization are ways to accumulate relevant experience. These steps are not all that different than simply doing a cannonball into a swimming pool. For the public relations worker, the sooner they do this the better,


Often times, communication challenges can and do arise with little advance warning. They require an immediate response. People need to be told what is going on. Those involved in addressing the situation require a person to help coordinate their efforts. Who better to help ensure these steps occur than the chief communicator? Their experience is what helps the communication professional make the proper decisions and establish the necessary linkages needed to ensure an organization remains afloat and maintains a positive image. The key for the public relations worker is found in being prudent. For them, the greater their experience, then the deeper their ability to be careful managers.

Shame on Elizabeth Lauten

Not in the least do I feel badly for Elizabeth Lauten. The communication director of a Tennessee congressman, Lauten resigned from her position as a result of negative feedback she received after criticizing the daughters of President and Mrs. Obama. Lauten took her pot shots at Sasha, 13, and Malia, 16, because she disapproved of their behavior at the light-hearted pardoning of a turkey event held by Presidents each year just before Thanksgiving. Lauten accused the two teenagers of not showing any class as well as not dressing as properly as she feels they should have. But that was not enough for Lauten. She also lobbed a broadside at Sasha and Malia' parents by claiming neither respects their positions or the nation.  


If it is any one who demonstrated a lack of class or decorum it was Lauten. As a professional communicator, it is her job to represent her client - in this case, Republican Stephen Fincher. Additionally, as he is an elected official whose job it is to serve his constituents and the nation, Lauten also has a responsibility of doing what she can to bring people together. Instead, perhaps blinded by her own contempt for the Obamas and lack of appreciation for the potential opportunity her unique position provides her to do actual good, she chose the low road. Shame on her. Yes, Lauten apologized. But based on her own behavior, I question whether Lauten genuinely believes her comments were out of line.


It is communication workers like Lauten that give public relations a bad name. Those who work in the field as practitioners and scholars strive hard to give this important profession and social science dignity and respectability. At its best, those in public relations provide voice to those wishing to be heard, hear others, and develop a greater understanding of how to seek better understand as to how they can more effectively connect with others. In doing this, these professional show great respect for the art of communication and those who treat it seriously. Sadly, Lauten is not one of them. Hopefully, few if any will think she is.  

Human Nature

What's the deal with us as people any way? What, in fact, is our nature? Are we individuals who, when born, grow to make our own choices and decisions based on our self-interest as Thomas Paine suggested? Or are we more compelled to build on our need to come together, establish rules and guidelines, and embrace entities that govern our behavior and leaders that guide us as Edmund Burke observed?  Of the two, which one best defines our innate characteristics that best captures our preferences as living creatures and determines how we most comfortably engage with each other and, ultimately, coexist?


Looking at the two options, is it possible that both comprise our fundamental nature? If so, wouldn't that be something! If the case, then it suggests we are a walking-talking bundle of internal conflict driven by our own interests and needs while seeking to conform with the directives and visions of others. If so, then our nature is one of sharp contradiction. How fascinating! How maddening! Given that, it is a wonder any of us are able to connect with others as well as dwell comfortably within our own skins. Somehow, of course, this is exactly what each of us does every single day: blend in yet follow our own path.  


Given such a reality, is it any wonder that communication remains a constant struggle for all of us? Generally, we recognize others want to do their own thing, yet prefer they embrace our perspectives in order for us to better "get along." Perhaps what separates the misfits of society from the majority that confirms to its parameters is one's ability to cope with the contradictory elements within our nature. Communication, I believe, is a key aspect in helping bridge this gap. How and what we communicate can help all of us contend with this fundamental struggle that defines us. That being said, of course, does not make it an easy challenge to meet.

"That's a stupid idea."

After all these years, I still remember the exchange very well. It was a little over 45 years ago during my freshman year of college. I was a journalism major at the University of Tennessee (UT) and very proud to be a reporter on the institution's student newspaper, The Daily Beacon. My goal was to gain experience, but, more than that, make my mark in a big way. The only question was how I was going to do that. Finally, what I immediately perceived as my opportunity came along. By chance, I stumbled into a conversation with several upper classmen who said they had heard the local police had a reputation for abusing their prisoners. On the heels of that information, I decided to pursue the story.


Right away, I went to the editor of the school newspaper to share what I had been told as well as outline my plan for breaking this story "wide open." Rather than simply talk to the police about this, I said I would get myself arrested , spend a night in jail and, as a result, see first-hand just how corrupt the police were. Following that, I would do a powerful expose that would right this terrible wrong and propel me to..........who knows where? The editor listened to my story pitch and then suggested before I do anything, I see Professor Kelly Leiter of the university's communication department for his feedback.


My meeting with this former journalist, teacher, scholar, syndicated columnist, and military veteran was brief.. Upon hearing my pitch, Leiter sat back in his chair and said, "That's a stupid idea." He then went onto explain the foolishness of getting a police record on the basis of what was, at best, flimsy hearsay information. Looking back, I am thankful for his wisdom. It was, in fact, a dumb idea. Had I tried to carry it out, I would have no-doubt done great harm to my-so called budding professional career, status as a student, and future efforts to become an active citizen. Leiter knew this. He saw I lacked the maturity and experience to jump into such deep water and come even close to staying afloat. (For the record, I later learned there was no truth to the rumor about the local police.)


I mention this not-so-proud incident in my life because recently I learned Prof Leiter passed away. He had been retired for nearly 15 years. Among the many highlights of his most distinguished career was being honored twice for extraordinary service to the university, serving as a commentator for UT's National Public Radio member station, and being the principal co-author of "The Complete Reporter," a highly successful textbook. Following my encounter with him, I ended up taking several journalism and writing classes with Prof. Leiter. I quickly found him to be a man of good humor, great patience, striking talent, and an unshakeable streak of kindness. Thank you, Prof. Leiter.     

The Benefits of Silence

There is wisdom in the old Egyptian proverb, "...silence is golden." In a world that seems to be increasingly noisy, without question at times all of us need a break from all sounds, even ones we like. It can actually be quite comforting to remove ourselves from television, cell phones, music, other voices, etc. and bask in the calm that silence provides. Such a periodic "time-out" is one way of recharging one's mental batteries. This seems to work for me, at least. At the same time, silence can be of benefit in other ways as well. For instance, it can be a buffer against noise one wants to avoid.


A stark example of that at present involves comedian/entertainer Bill Cosby. A number of  disturbing stories have been appearing in the press recently triggered by more than a dozen women who claim over the past several decades they were drugged and then raped or sexually assaulted by Cosby. Not surprisingly, such revelations are causing many who have been fans of this public figure to rethink their admiration for him. In response, through his attorney, Cosby remains silent. Other than releasing a statement in which he refutes the claims of these women, Cosby is resisting pressure to openly discuss charges that may very well bring his career to an abrupt end.


From a public relations perspective, the 77-year-old Cosby is wise to embrace silence. Any comments he makes would only add fuel to this raging fire. Sadly, this is the reality whether or not the charges being put forth by these women are true. Were Cosby to sit down with the press for a comprehensive interview, for instance, anything he said would in all probability incite the alleged victims to provide even  more graphic details to their encounters with him than they already have. Statements by Cosby might even make him vulnerable to legal action. Thus, in this terrible time in his life, silence is perhaps Cosby's best friend. 

The Canons and the Code

Conventional wisdom dictates that journalists and public relations practitioners dwell largely in parallel universes. From time to time, they intersect and, on occasion, even collaborate. But those circumstances are rare and when they do happen, it is only begrudgingly that persons from both camps enter into them. The actual truth, of course, is a bit different. Journalists and folks in public relations connect on a regular basis to the point of being valuable resources for each other in their efforts to communicate with the general population. In fact, the work performed by these professionals is not all that different.


One common trait these professional communicators share is they attempt to carry out their responsibilities under the umbrella of a set of encompassing values. In the case of journalists, it is the Canons of Journalism, a series of principles adapted in 1923 by the American Society of Newspaper Editors. For those public relations practitioners belonging to the Public Relations Society of America, the largest professional organization in that profession, it is the Code of Ethics that was updated in 2000. Among the values put forth in the Canons are the need to operate on behalf of the public, supporting a free press and being truthful, fair and impartial. For those in public relations, values include being truthful and fair, supporting freedom of expression, and avoiding conflicts of interest.


What is striking about the values the two camps of professional communicators operate under is how similar they are. Both are urged to be open in what they do, protective of those with whom they work and from whom they obtain information, and carry out their duties with the highest level of professionalism they can. As agents of communication, they are encouraged to operate in a manner that best serves the general public. Given these similarities, it a wonder journalists and public relations practitioners do not collaborate even more often than they do. 

The Burden of Journalists

This entry is designed to be a virtual hug to all members of the media. I begin by acknowledging that we all have days where we feel like no matter what we do, we are going to make the wrong choice. And then there are days that no matter how we strive to do our jobs, we realize we are going to fall short in the eyes of others. Such as the reality of journalists. Their burden is not all that dissimilar from many elected officials as rarely do those folks have days in which they enjoy unanimous high-fives from their constituents either. In the case of members of the Fourth Estate, however, their dilemma is more striking. 


The conventional wisdom regarding reporters is that they are expected to be objective in what they write and/or broadcast. Their news reports are supposed to be dispassionate accounts of an event or decision by some entity such as the government. Fine. But at the same time, it is not unusual for these professional communicators to be criticized for doing that. People call them glorified stenographers when all they do is recount something that has happened or simply reiterate what an official, such as the President, has said. The public wants reporters to provide analysis of events, policy decisions, etc. Fine. But the moment a journalist attempts to do that, they are often criticized for being biased or having their own agenda. How unfair is all this?


Generally, the public seems to want more from reporters, yet it is not clear what that "more" is. Perhaps the ultimate cross that reporters bear is that their work is never going to be universally embraced. The fact what they do is very much in the public eye makes their work all the more subject to being criticized and second-guessed. This reality, however, does not make what they do any less important. It is and always will be vital to a free and open society. Too bad, then, that the rest of us, including the government, do not always give them the support they deserve.

Standing Tall

Six lions and an elephant. That sounds like the beginning of a bad joke. "Six lions and an elephant walk into a bar........" or "Six lions and an elephant are in a life boat........." If I were more clever, then I would be able to complete each of those scenarios in a way that would at least elicit a mild chuckle out of an audience. But since I am not, I will note the six lions and an elephant is part of short video I saw recently on You Tube. Someone filmed a confrontation between what looked to be six young lions and an equally young elephant. The lions sensed an easy kill and began to attack the elephant which seemed to be nowhere near its herd.


Several of the lions leaped onto the back of the elephant but the big creature kept moving and spinning and was able to shake them off. Also, it was the elephant's good fortune that the incident occurred near a river. The elephant headed into the river with the hungry cats giving chase, As the elephant submerged itself into the river, the cats pulled back. The elephant was free of its attackers. The fact it had survived to live another day - hopefully a great many more days - was due to perhaps a combination of good fortunate, strength, courage and conviction that there are times when one needs to stand tall against others even if those others seem to have more power.


In a number of areas in the world today, including politics, economics and sociology, so much power appears to be in the hands of those with the loudest voices. Rightly or not, there are those who are not unlike that pack of lions, on the prowl, looking to vanquish those who stand apart from them. And then there are those like the elephant who stand alone with little but their own wits and determination. Such an imbalance is not unique to current times. But what is more prominent than ever is the power of communication. With the help of technology and even professional communicators, those who are out numbered and with fewer resources can be heard. Communication gives them a voice and that is no small thing.

Tension

There are a number of elements that comprise any act of communication. One that is rarely, if ever, considered is tension. As an example, think of an innocent encounter between two individuals who pass each other in a hallway. One says "hello." As soon as that occurs, tension enters the mix. Will that other person respond with a similar "hello?" Will they say something else instead? Or will they ignore or not see the initial overture? Regardless of what they do, how will the person who gave forth with the first greeting respond? Will they simply keep walking or will they respond in a way that takes the exchange to the next level? And so it goes.


All acts of communication represent a step into the unknown. None of us know for sure how they will go. There is no guarantee whatever goals we might have for an exchange will be met. This includes a simple exchange of "hellos" between individuals. Such a reality makes any act of communication one not all that dissimilar than rolling a pair of dice. Obviously, saying hello to someone in a hallway is not as risky as rolling for "snake eyes" or a "lucky seven." Nevertheless, risk is present and with it comes tension. The result is communication calls upon all who do it or attempt it - that means everyone - to step, at least a little bit, outside their comfort zone.


The amount or degree of tension one feels depends, of course, on the individual as well as one what might be at stake. If millions of dollars are on the line, then obviously the level of tension is very high. On the other hand, if one fails to receive a "hello" from a person they see in a hallway, then the damage is not so great. Either way, however, tension is present. As we all are communicators, then, it is important to be sensitive to this reality. Such awareness enables us to be better tuned into those with whom we seek to connect. As any professional communicator will tell you, the more one knows their audience, then the better chances they have of communicating effectively with them. And it all starts with tension.   

Weblogs

Currently, one of the most popular forms of communication are blogs. Since coming into existence in 1998, scholars Dennis Wilcox and Bryan Reber estimate over 450 million English-speaking blogs have been started. (I hope "Why Communication Matters" is part of that count. I would hate to be left out and end up not being invited to the group's annual Christmas party.) Including blogs originating from countries where English is not the primary language, that total expands to over one billion, or approximately one for every six people on the planet. When they started 14 years ago, this form of communication was called a weblog.  Between then and now, it must have been decided that saying "weblog" was too time consuming, so all of us began referring to them as "blogs."


The reality of these communiques is that the great majority of them have very few, if any, active readers. For instance, as only two people have actually identified themselves as "followers of "Why Communication Matters,"  that is definitely the case here. Still, I and the great majority of my fellow bloggers continue to churn out entries simply because we no doubt enjoy it and, perhaps on some level, believe our perspectives make some sort of contribution to the overall public forum. There are, of course, blogs that have a great many followers. Generally, many of these are more news-oriented and have a reputation for breaking stories.


All of us, on some level, wish to be noticed as someone striving to make a positive difference in the world. For me, at least, that is one reason I have posted over 650 blog entries and have no plans to stop. Plus, creating a blog and then posting entries is relatively easy and relatively painless for people like me who are technically-challenged. Granted, there may be some who view blogging as a waste of time. "Why do it," they may ask, "if no one is reading what you write?' Possibly the best answer to that is while you never really know if someone "out there" is actually reading what you write, anything that might even contribute to helping encourage interaction between people is worth the effort.

It's All Personal

There is a famous quote in the political world put forth by the late Speaker of the House Tip O'Neill who said, "All politics is local." One can glean several points from this observation: everything politicians do affect their constituents and, perhaps more importantly, it is vital to a politician's success that it is their primary function to work on behalf of the people they are elected to serve. Consequently, it is key the officials maintain ongoing contact with voters, regardless of who the citizens voted for. Some, of course, do a better of this than others and some, as a result, end up being voted out of office because of it.


This political reality is not all that different in the world of public relations.  Even though professional communicators are viewed as spending the bulk of their time preparing and targeting messages to audiences or publics with whom they have no personal or direct contact, nevertheless it is essential they remember that what they do has impact. Their communiques can and do make a difference in the lives of others. Reflecting upon such a reality might fill some with an inflated sense of self-importance. Others may assess this and feel humbled by the fact their communication efforts affect the lives of folks they probably will never know or even meet. 


This points to the fact professional communicators are not without some level of influence or power. This is not to be taken lightly. What they do, in fact, is personal. A public relations team might produce a slick and catchy advertising campaign urging folks to purchase a particular product. A person living thousands of miles away might see this ad and, on the basis of it, decide to actually go out and buy the product - a step they may not have taken otherwise. Such action and reaction is no small thing. It speaks of the power of communication and, more to the point, of the communicator him or herself. Having the ability to be so influential is not to be taken lightly.

Foundation

Without question, Chicago is one of the great cities of our nation and the world. During the nineteenth century, it served is an important connector between the two coasts as well as a major hub for commerce. "My kind of town" indeed. Despite that, in the city's formidable years, it was not without significant problems. In his new book, "How We Got to Now," author Steven Johnson writes of how Chicago lacked a strong foundation. Yes, it was growing and full of energy. At the same time, it did not have an adequate draining or sewage system enabling its residents to contend with human waste in a sanitary and healthy way. The result was that in the mid-nineteenth century dozens of people, adults and children, were dying every day. The lack of a foundation was keeping this metropolis from becoming great.


To combat the problem, engineers put forth an incredible plan that called for literally every building in the city to be raised so that a seamless, well-coordinated drainage/sewage system could be installed. The plan took over 30 years with each building being raised an average of ten feet high. The result was a much healthier city and one with a much stronger foundation. The success story of Chicago proved to be an excellent example to other prospective cities throughout the world. This story also serves as a dramatic reminder of how sustained greatness cannot occur without a firm foundation on which anything can or should be built or improved.


Such an observation applies to writing. No matter how creative one might be or competent in their use of words, if they do not have a firm understanding of and appreciation for the fundamentals of grammar and a good sense of how sentences should be structured, then any hope they may have of being viewed as an engaging and skilled writer will not happen. It is such a foundation that determines one's effectiveness as a writer. This is a hard-and-fast truism. This is also why writers of all levels can and do work so hard at this form of communication.

Candy

Everybody loves candy. I would say even folks who do not partake of it - and they are to be admired - like it. According to the Washington Post, over the past ten years, sales in the candy industry in the United States escalated from $25.8 billion in 2003 to nearly $34 billion in 2013. Such a figure suggests that along with the American flag, perhaps the symbol of our nation should be a sweet tooth. We seem to spend as much time "saluting" candy of all kind than we do the stars and stripes. In fact, it is surprising no one has come up with a candy bar that is red, white and blue in color. That way we could indulge our craving for sweet as well as give a nod to being patriotic all in one bite.


In any discussion of candy, one would be remiss without mentioning Halloween. Sure, people of all ages may dress up like ghosts and goblins, but those guises are really a creative way to gain access and/or pay homage to candy. This year, it is estimated that Americans will purchase $2.5 billion in candy as part of this special trick-or-treat day. That is an unbelievable statistic. It shows that people want what they want regardless of whatever fall-out or negative consequences, including obesity, bad teeth or ill-health, that may eventually result. It seems as if the candy consumers of our nation rarely see beyond the pleasure they derive from consuming any of the many tasty treats currently on the market.


Such an indulgence as candy is not all that different from poor communication habits. People tend to communicate they way they do with little regard for any blowback that may result. For example, a common trait among some is that people do not always listen to each other as well as they should. Then there are those who talk over others. And finally we have some who already have their minds made up about a particular issue or topic, so ignore any thing said about it. Much like eating candy, these represent a negative habit that does harm to those who practice them as well those with whom they interact. We need to take a hard look at our negative habits, including the ones involving candy, and begin turning these lemons into sugar-free lemonade. 

The Selfie

While I have never taken a selfie, I can see how much fun they can be. A person takes a quick self-portrait or, better yet, several friends squeeze together for a shot to capture the moment of their being in the same place at the same time. Interestingly, I have yet to see any selfie that did not have at least one smiling face in it. Given that, how bad can they be? The conventional wisdom may be that the selfie is new to our current times, but the fact is the phenomenon of the selfie has been with us for hundreds of years. Rembrandt, for example, painted over 40 self-portraits. He, of course, was just one of the many great and not-so-great artists that took the time to capture their own image and share it with others.  


Doing so via self-phone is what is new about the selfie. Other than that, the concept, according to author Steven Johnson, is about 600 years old. Imagine that. Hundreds of years of all of us passing along images of ourselves. As is the case with all forms of communication, the tools and channels at our disposal are much more sophisticated. In addition to cell phones, we have such things as Facebook and twitter to share information about ourselves with any and everyone. These, of course, go beyond mere pictures, but also give us the opportunity to share our thoughts and observations. Even if we are introverts, we are still able to interact with others without even stepping outside our homes.


One of the great things about communication is that it speaks to our ability to engage with others. At the same time, even if we do not want to or are in the mood for any back-and-forth with others, communication serves as a means by which we can still share. "Here's a picture of me." or "This is what I have been doing." or "This is how I am these days." It is all good. While the concept of the selfie may not be as comprehensive or even fulfilling as actual interacting with others, they serve a definite purpose when it comes to helping us meet our basic need to connect. To that, I say, "Long live the selfie!" May it be with us for at least another 600 years.  .   

Higher Calling

What distinguishes great communicators from every other communicator? What do they do or have that their peers or colleagues do not do or have? While I believe this to be a legitimate question, it is not necessarily an easy one to answer. After all, just as we all have our own sense of what is "pretty," for example, what makes the actions of one professional "great" is equally subjective. For starters, greatness is not necessarily found in the results of one's actions even though results can be "great." Results are only part of the mix. In addition to that, there is another element that drives efforts geared to generate positive results.


Great communicators are driven by a higher purpose. Their deepest commitment is to communication itself. Their "bottom line" goal is helping ensure that the act of communicating is successful. While generating more customers for a client is no doubt important, overriding that is the grand goal of bring multiple publics together and then helping ensure their connection remains viable even when they no longer see eye-to-eye. Disagreement between individuals and publics is inevitable. Maintaining a sense of harmony is not. This is where great communicators come in. They recognize it is the relationship itself that is the ultimate key, not necessarily any given issue or "flavor of the month."


As a species, how successful we are in dealing with the various issues that have the potential to divide and even destroy us, including pollution, climate change, water shortages, and war, will be determined by the lasting strength of our connection and how well each of us works toward the greater good of society. Great communicators recognize this and devote their expertise toward this end even while helping clients achieve objectives that are not quite so lofty. This is what I refer to as a higher calling. Is this vision of great communicators far-fetched? A pipe dream? Unrealistic? Maybe. But hopefully more and more great communicators will emerge. They are needed,

Elevating Public Debate

Those who spend much of their professional time in the public arena bounce from one crossroad to another. Throughout their days they are called upon to constantly make choices as to how to conduct themselves. This is not easy. Regardless of the issue, whatever they do or decide is going to disappoint, anger or frustrate some. Such is the life of our elected officials. As I write this, there are a little over two weeks to go to the 2014 mid-elections when many of them - congressman and governors throughout the country - are up for re-election. Soon they will learn whether they will be able to continue their fishbowl existence for another two, four or six years.


Going into these elections, it is no secret that, generally speaking, the American public has a very low opinion of those currently in public office. One reason for this is that fundamental choice these officials make in how they discuss, debate and/or converse about issues of the day. Specifically, people largely disapprove  of the manner in which the officials communicate with them and each other. So often it is low-brow, silly and thoughtless. To make matters worse,  the communicators on their staffs - those who speak with reporters on their behalf - are often  just as bad. Far too often, like those for whom they work, the spokespersons do nothing to elevate serious debate.


Case in point: the recent gubernatorial debate in Florida. One of the candidates wanted a small fun underneath his podium to keep him comfortable,. His opponent objected. While the issue was finally settled and debate was held as scheduled, it was not before spokespeople from each camp got in their zingers. "(Charlie) Crist was in an 'emergency meeting' with debate organizers pleading for his precious fan," said one. The other side shot back regarding Rick Scott: "I have a ten-year-old, and it' been many years since he has thrown a fit equal to this one."  How disappointing. The two candidates deserve better representation. Even more than that, the general public does.

The Vision of Friedrich August Von Hayek

History is filled with examples of man's folly. Sadly, that will no doubt continue being the case right up to the moment when mankind goes the way of the dodo bird. We presume, to site one example, to be able to protect ourselves from the elements yet are then hit by natural disasters such as hurricanes Katrina and Sandy and suddenly the emptiness of our confidence is exposed. One would think these incidents, big and small, would be convincing enough to keep our hubris in-check, so we stop making promises we cannot keep; so that we accept the realty that which we can control is very limited. Sadly, sometimes tragically, they are not.


In 1974, the Austrian economist Friedrich August Von Hayek was awarded the Nobel Prize in Economic Science. His acceptance speech, which he gave in December of that year, is one of the most famous in the history of this most prestigious honor. Titled "The Pretense of Knowledge," Von Hayek points the finger at his fellow economists for thinking they, with their theories and predictions, have the ability to control the behavior of countries and their people in order to shape successful societies, thus ignoring the great complexities of that most complex of all phenomena: life. Life's realities should be enough to teach  "the students of society a lessen of humility which should guard him against becoming an accomplice in men's fatal striving to control society...."


Von Hayek's observations are as relevant today as they were 40 years ago. They are particularly applicable to the field of communication as it stands today. Long before and certainly since the honoring of Von Hayek, scholars and practitioners  of communication have put forth theories and models that explain the workings of communication and how they result in people behaving in particular ways. These contributions have been many and often enlightening and insightful. But the fact is despite them, not all public relations efforts succeed. Misunderstandings continue to occur. People keep getting their signals crossed. Professional and even non-professional communicators  need to remember this hard-truth. Communication is an action one takes but does not or cannot control.

The Gaia Theory

Approximately a half century ago, scientist, environmentalist and futurist James Lovelock put forth a hypothesis stating, in essence, that the Earth and all the living entities on it, are really one single organism. Everything, the now 95-year-old Lovelock said, is interconnected. He called this perspective the Gaia Theory. To this day, not all of his contemporaries agree with it, but many do. Is vegetation in, say, the Southwestern part of the United States have an impact on wildlife in the plains of Africa? Do melting icebergs in the Arctic affect the ability of children in New Orleans to go to school? One, as Lovelock has done, can make a good case that there is a fundamental truth to this postulate.


A similar reality applies to our world of communication. It is not difficult to imagine, for instance, how well a teacher in an inner city school explains the fundamentals of math can touch the lives of children living on the other side of the world, particularly when reality suggests that many of the children that instructor teaches will impart their knowledge of math - little or a lot - onto others who will, on some level, communicate it others who will be eventually connected to the children living thousands of miles away. Does this seem to be a bit of a stretch? Yes. At the same time, it does not seem far-fetched.


All of us communicate non-stop. We put forth opinions, share information as we know it, etc. That this message-sending touches others there is no doubt. This information, whether it is factual or not, is passed along by us in the form of conversations, broadcasts, emails, tweets, books, sermons, etc. In the Gaia Theory, Lovelock argued the world is a self-regulating entity with a capacity to keep the planet healthy by controlling the interconnectedness of the chemical and physical environment. As this applies to communication, however, our ability to self-regulate to ensure more harmonious living seems questionable.  

Fact Sheets

When the profession of public relations began to take flight in the first third of the twentieth century, one of the primary "weapons" in the arsenal of these professional communicators was the press release. It is this communication tool that many practitioners used to promote their clients and organizations. Specifically, they would these communiques to local and regional newspapers with the intent of having those media outlets run part or all of them. Gaining publicity via the press release then and for many years afterward proved to be a successful public relations strategy. They were vehicles of communication that could satisfy clients while helping meet the needs of the press to fill up their pages with an array of news and announcements.


As the twentieth century progressed so, too, did efforts by public relations practitioners to identify more sure-fire ways to promote their clients. At the same time, the media, while maintaining its independence, faced growing challenges ranging from drops in circulation and/or viewership to the rising cost of production. Revenue via advertising help them maintain their separation or independence. Also, keeping the staff of their staffs at lean numbers helped and continue to help maintain a reasonable level of financial stability. Through all this evolution in both public relations and journalism, the status of the press release began changing as well.


Reporters and editors continued their interest in those communiques, but instead began using them more as news tips rather complete articles to publish or broadcast. Information or facts within the releases rather than the prose of the stories themselves emerged as the key points of interest for journalists. As a result of this shift, fact sheets - that communique that emphasizes facts or data rather than full-fledged articles - in essence stepped center stage as a main communication tool for publicists. Thus, more than ever it is the fact sheet that represents the go-to publicity tool for those in public relations.

The Danger of Opinion

It has been written many times that people have more in common than not. One characteristic in particular we all share is that we have opinions. In fact, they are probably one thing in which we rarely are in short supply. I, myself, have a ton of opinions on most every topic one can name. Of those, of course, are few that might even have some semblance of logic. But, then, that is just my opinion. That people do have perspectives on the many aspects of life is not a bad thing. It shows thought and a desire to comes to grips with issues and events that can be quite puzzling and unexpected.


At the same time, all of us need to be careful with opinions, particularly those with which we hold most strongly. They can get in the way of what is real. Along those lines, German filmmaker Wim Wenders once said, "The more opinions you have, the less you see." It is true that people, again myself included at times, tend to be blind to the difference between opinion and fact. Opinions can become mistaken for reality or the unvarnished truth. In other words, instead of looking at something and seeing what is there, people can and do have a tendency to see what they want to see. Such a trend tends to make opinions a kind of deceptive element of our thinking.


Another person of Germany heritage, philosopher G. C. Lichtenberg, observed, "We accumulate our opinions at any age when our understanding is at its weakest." Contrary to what many may believe, opinions do not represent the final step in one's intellectual assessment of a topic or issue. Rather, they are often what should be the first or hypothesis of a mental journey required to help gain a well-informed, educated assessment of something. Thus, whether it is two friends gathered to swap opinions on the news of the day, several talking heads on television, or an elected official standing at a podium, we and they must be careful not to automatically assume the views expressed represent what is true.  

On Writing

The funny thing about writing is there is not much about it that is funny. It is time consuming, labor intensive, contrary and uncooperative. It moves at its own pace and is impervious to compromise, promises or even bribes. To top that off, it is insensitive to the one who makes writing what it is - the writer. Regardless of how much time and effort a writer may devote to it, writing shows no loyalty to that one who has taken pen in hand. Instead, the focus of writing is on the ones who validate its existence - readers. Once the writer has done their part, then writing moves on and does not look back.


This is in no way to disparage writing. As the same time, its indifference to the ones who make it possible does seem rather harsh. After all, in mankind's never-ending effort to be gain notice, writing was created as a way of to share information, confirm existence and exchange thought. Writing became one way - an important way - to  do that. There are theories as to about when this started and by what culture, but no one knows for sure. The fact is writing as a vital form of communication in the form of drawings, scratches and eventually letters was introduced and almost immediately became a fixture in the lives of all humans everywhere.


Yes, writing owes a major debt to writers. But the truth is writers owe it a debt of comparable size as well. Without writing, the history of mankind would be incomplete. Further, its present and future ponderings would be, at best, equally shallow. Writing as served mankind well. No doubt, this is why writing remains ever-present as a way for men and women to continue connecting. While one might be tempted to argue that writing is not as strong now as it used to be, the case that it not needed as much can and will never be made. Mankind needs it as much as it needs mankind. Writing is an indispensable communication tool.         

How Shall I Communicate?

The question itself is straight forward enough. It goes beyond subject matter. In many ways, that's the easy part. Coming up with a topic on which to sound off is not that much of a stretch, particularly when you do not have to weigh yourself down with facts. Exchanging opinions with another is good enough to constitute a conversation. Both parties say how they feel about an issue or subject and then move onto with the rest of their day. It is akin to dancing without actually making contact with one's partner. Technically, the two are dancing but their investment in the action or the other seems minimal.


How, then, should one communicate? With minimum intellectual or emotional investment or in a manner that calls for meaningful engagement? If the decision is to move beyond the superficial, then what does that entail? For starters, it calls for committing one's self to talking with and not at the other. It calls for taking responsibility for the success of the overall exchange rather one's own part in it. It means helping create an environment in which the person with whom you are speaking feels  respected and valued. It means being respectful. And it means knowing that for an exchange to be effective, then speaking and active listening are necessary ingredients.    


Is this mindset easy to maintain? No. Does helping create such meaningful exchanges with others require effort? Yes. Effective communication is a challenge, one not to be underestimated or taken for granted. Further, it is a challenge that is ongoing - virtually relentless. If this makes effective communication sound difficult, then it is for good reason. It is. There are, of course, many reasons not to have to work so hard at it: lack of time and energy are two. But there are also a multitude of reasons why one should: the benefits that come from respectful collaboration and the reality that each of us has need for others as we strive to fulfill our own dreams and achieve our goals.     

Feedback

When two people or entities communicate or attempt to, one way to determine their success can be summed up in one word: feedback. This terms speaks to the response one communicates to the original sender of a message letting them know their communique has been received. Often that feedback lets the sender know how well their message was understood. Without some level of feedback - verbal or non-verbal - the sender has little way of knowing how effective their effort to communicate was. It cues the sender as to what action, if any, they should take next: conclude their outreach, expand upon their initial message, or repeat it.


Feedback, like communication itself, can be simple or complex. It can consist of a nod or smile, on one end, or a lengthy response on the other. Either way, feedback often determines the duration of an interaction as well as its tone. Thus, the one providing the initial feedback - the receiver - exercises a great deal of power. The manner in which they respond to what has been communicated to them often triggers the behavior on the part of the message's sender. This reality points to what is often an overlooked fact: the receiver is just as important as the sender in any act of communication. Both are dependent upon each other for the message's success.


In judging a communication exchange, there is a tendency to blame or praise the sender for its effectiveness. While it is obvious the sender is a vital component, to downplay the sender's part is to demonstrate a lack of understanding of how communication works. (For example, a quarterback can make a perfect pass, but the wide receiver has to catch the ball, in order for it to be viewed a successful completion.) Both have to do their part. It is feedback that ultimately decides whether each did what they set out to do. It is also important to note that feedback does not and should be automatically construed as agreement. The initial goal of any communication effort is understanding. Agreement comes later.  

Raising the Ante

People will go to all kinds of lengths to communicate. It may not always be clear what they are trying to communicate, but nonetheless they will do all they can to let those around them know something is on their mind. Whether it is a person who initiates a killing spree at a public facility, a man who attempts to illegally enter The White House or, a young woman who decides to have a third breast surgically implanted on her chest, people seem to not hesitate to go to most any length to let others know they have something to say or share. On the one hand, this is good as it is important for us to express ourselves, but on the other - a third breast? Really?


Perhaps if I were smarter I would have a better grasp of the reasons that drive folks to take such extreme steps. Or maybe not. Still, make no mistake, it is all about communication. Everything we do ultimately leads back to wanting or needing to communicate. Whether it is our feelings or wanting to share information of some sort, communicating is always the driving force behind our actions. My own guess is that when people begin contemplating what they can do to communicate a message, they do not automatically go from zero to 100 miles per hour in their thinking. In other words, what ultimately may come out as a drastic step, is usually the final step in a series of earlier efforts they have taken to signal what is on their mind. The difference is the person may feel their previous signals may not have received the attention they deserved.


No question, it is frustrating when we feel those around us are not paying attention to us. Nobody wants to be ignored or overlooked. Naturally, when that occurs - or when we feel it is occurring - we conclude we must communicate differently in order to get the attention we want. One may tap another on the shoulder and say, "Hey, I have something to say." Another may start talking more loudly. And others might take a drastic step to communicate a message that, ironically, ends up getting overshadowed or lost in the horror or outlandishness of their actions. Perhaps if we did a better job of listening, then maybe those others would not be as inclined to go to the extremes they do.

Being a Craftsman

Two of the definitions of "communication" provided in the dictionary are that it is "an exchange of thoughts, messages or information" and that it represents "the art and technique of using words effectively in imparting one's ideas." This act serves as mankind's ultimate device for sharing and passing along their thoughts and feelings. Depending upon how it is used, communication is both the ultimate connector as well as the definitive divider. Either way, it is a powerful act. And the reality is some people are better at it than others. Some are more fluid with language while others struggle in how to make it best represent their thoughts and intentions. Some take it seriously while others do not.


This brings me to an old Turkish saying: "The man who uses his hands is a laborer. The man who uses his mind is a master. But the man who gives his heart to the passion is a craftsman." When it comes to communication, we all labor at finding the proper words or symbols to express ourselves. And then there are those who devote themselves to being the best they can be at this act. They are the masters. But the one who gives both their heart and mind to this practice is the true craftsman. This, to me, spells the difference between those who strive to use communication as a way of building and maintaining bridges with others versus those who use it to support or achieve their own ends.


Every time we put pen to paper, open our mouths or make a physical gesture we are making a choice: do we wish to simply share what is on our mind or, in doing that, are we going to try and achieve a higher purpose of striving to make an actual connection with another; to let others know we share their struggles, embrace their hope of better tomorrows, and are willing to work with them to achieve this end? The choice we make communicates whether we are going to be a laborer or a craftsman. It is the difference between doing what any one can do versus what only a few actually achieve.    

Finding a Sense of Direction

Never underestimate the benefits that come with having a good sense of direction. There is no question that one has a better sense of security when they know where they are going. No question one leaves the house in the morning on more firm footing when they know where they are going. Even if their intended destination is a place they are not looking forward to seeing, the assurance of knowing the path to take provides comfort. Not having a sense of direction only adds to one's anxiety and makes more difficult any effort they might be making to achieve a goal or move forward in anything close to a positive manner.


For an example of an entity without such a sense, one need look no further than the National Football League. The NFL and its teams have been very much in the news these days trying to deal with the misbehavior of players who are having issues with the law regarding disturbing incidents of domestic violence. The NFL's problem is that it had no clear idea what to do if players - off the field - ever broke the law. For instance, a player caught with an illegal substance is given one penalty. A player reported abusing their child is dealt with in another way. A player caught physically abusing their fiancé is reprimanded in still another way.  No consistency. Little sense of proportion as to the punishment.


The result is an outraged public and a NFL commissioner under siege as he tries to explain the league's decisions and attitudes toward these various incidents. So far it is not going well. One reason is because the NFL is playing catch-up in deciding how to deal with player behavior the general public finds unacceptable and extremely serious. When it came to certain acts of misbehavior on the part of its players, the NFL had no sense of direction. The league is now trying to find it. Until that happens, how much of a price it will pay remains to be seen.

Giving Communication the Respect it Deserves

When it comes to communication, there are many things to which we can all be grateful. For starters, it is what makes it possible for all of us to connect with each other. Without it, there is little chance any of us would have the ability to create and maintain ties that bind. How would any one, for instance, know we want to speak with them? How would any one let us know they want to "friend us"" on Facebook? On the flip side of that, how could any one tell another they want nothing to do with them? More seriously, how would any of us learn that a cure for cancer has been discovered? Without our ability to communicate, even imperfectly, none of these scenarios would be possible or probably even thinkable.


Not only does our ability to communicate define us as the living creatures we are, but it is a major reason why we continue to remain at the top of the food chain. In short, communication is no small thing. It is an act none of us should ever take for granted, nor one we should ever view with anything less than the greatest respect. Sadly, there are times when we do just that; times when we abuse our ability to communicate. That occurs when we belittle others, insult them because their perspectives are different than ours, and even initiate violence against them because they have something we want. None of these are good acts of communication. They all are examples of abuses of the act of communication.


Often, communication is discussed as an act persuasion or one designed to establish relationships of some sort. Neither of these purposes are bad, of course. Yet without communication, those basic purposes that often drive our behavior would probably be figments in someone's imagination - if that. Certainly, all of us can be better communicators than we are. Perhaps one way to achieve that is to reflect on communication itself. There are no living creatures that have this ability in the way we do. This not only makes it important, but in many ways sacred. Our species needs to do a better job of honoring its existence rather than the opposite.

Dealing With Certainty

One of the hardest things to do in communication is changing someone's mind that is already made up. We all encounter people like this, particularly, at times, since we are that way, too. They are absolutely certain of what thy say, think and/or believe. Even dropping a stick of dynamite in their cereal bowl won't dissuade them from their certainty. They know what they know and that is all their is to it. As a way of explaining this mind-set that all of us adopt at various times, in 1957, American psychologist Leon Festinger introduced  his theory of cognitive dissonance, which stated people will not believe a message contrary to their attitudes and opinions unless one can introduce information that causes them to question their beliefs.


This means it is simply not enough for others to argue back at someone wrapped in the cloak of their certainty without having facts to support their own claims and perspectives. In other words, for communicators to be able to successfully persuade others to their point of view, they must do research and then put forth their information in a manner in which others can understand and, at least initially, be receptive to. There are few things more immovable than a person with a solid opinion. However, that person can be swayed if presented with information to which they can relate and in a manner that is not threatening or insulting.


According to Festinger, dissonance can be presented in three ways: the communicator makes their public aware things have changed; the communicator provides information about the new developments; and the communicator utilizes respected sources that the public trusts. Given these steps, however, this is not to suggest being persuasive is easy; nor is the use of facts and trusted sources always successful. At the same time, without these elements, there is little chance one can and will be persuasive. No attempt to communicate meet has a 100 percent success rate. But one needs to be well informed to come even close.

The Challenge of Relationships

Make no mistake, relationships are hard. Whether they are personal or professional, in many ways they represent the most difficult of challenges when it comes to communication. By definition, the coming together of two individuals, entities or multiple publics signifies a sustained interaction which calls upon all participants to stop putting their own needs and/or interests as their top priority and, instead, giving those of their partner equal importance. It requires sacrifice not just for a moment, a day or even a week, but for a length of time that, ideally, has no end in sight. This sacrifice, in essence, becomes the "new norm." 


People enter into a relationship for the fundamental reason they believe such an alliance will better their current status. Two companies, for instance, join forces to increase their profit margin and visibility. On a more personal level, individuals come together for better enjoyment and in the belief such a coupling will enhance their own level of happiness. These, of course, are legitimate reasons and ones that are followed, recommended and defended virtually every day. Unfortunately, however, such actions do not always work out or, in a storybook way, enjoy a happy ending. The primary and most fundamental reason for this is poor communication.


When joining with another, a key element in such a decision is that when it comes to communicating, one must listen as much as they talk. There are not too many of us who do not enjoy spouting off from time to time. But when in a relationship, this means we need to let our partner do likewise all the while giving them the kind of friendly ear we want from them. Is this always easy? No way. This is especially true when we do not agree with what the other is saying. Nevertheless, healthy relationships are born from mutual respect and good old fashioned courtesy. When they cease to exist, it is only a matter of time before the relationship itself does the same.

Doing the Right Thing

Perhaps in more ways than any of us care to admit, in the kind of free market society in which we live, money is king. It seems to be what drives so many of our decisions and choices in how we contend with major issues, including the environment, health care and even human life. Having said that, it is always refreshing when an organization does choose what is right over what might be economically beneficial. I am speaking of the recent decision by the Baltimore Ravens football organization to cut its star player, Ray Rice, for physically abusing his then-fiancé and now-wife Janay. Initially, Rice had been suspended for two games but then a video was released showing the full extent of Rice's actions. With that, the Ravens quickly ended its association with the player.


The team could have held fast to the two-day suspension and then reinsert Rice back into the lineup. Initially, that was their plan. Prior to the release of this new, more graphic video, the Ravens organization, including many players, were vocally supportive of Rice. They anticipated Rice's return, thus improving their chances of enjoying another winning and financially lucrative season. The video changed all that. In it, Rice and his partner are seen arguing in an elevator in an Atlantic City casino. Rice lets fly with a haymaker that knocks Janay to the floor unconscious. He is then seen dragging her body out of the elevator. It is the personification of ugly. 


Without Rice on the playing field, it is very likely the Ravens will not have the kind of season they anticipated. Further, revenue may not be what they have enjoyed in past seasons as well. At the same time, given the growing contempt the public was communicating regarding the initial suspension of Rice, when they saw as being far too lenient, the team was faced with a choice between further alienating its supporters as well as jeopardizing its reputation and taking a more firm stand against those who physically abuse others. The Ravens made their choice and, thus far, the result has been praise for them by the national press and general public. By communicating the value that people are more important than profit, it is very likely this season for the Ravens will turn out to be as positive as was initially hoped.

Balance of Power

If one measures the equality of a relationship by who holds the most power, then no two relationships are ever truly equal. It does not matter if people are linked via marriage, birth, employment or circumstance, rarely is there a time when their connection is one of identical balance. One always holds the upper hand even if it is for just a few moments. I see this every day in classes I teach. Initially, the balance of power is heavily tilted toward me. I talk - and hopefully make sense - and the students listen. But then one or several of them will begin asking questions or making comments. As they become more actively engaged, the balance shifts toward them. It becomes my challenge to keep up with them.


There is little difference in this dynamic in other traditional relationships, including parent and child, supervisor and subordinate, and even husband and wife. As one communicates, the attention on them. They are sending out a message and the other is listening and/or reacting in some way. Such an everyday occurrence represents a constant back-and-forth in who stands in the spotlight. The exchange between message sender and message receiver, then, not only represents the basic act of communication, but also this reality that rarely are relationships ever equal no matter which person has the most authority, knowledge or strength.


Such a shift is also found in the dynamic between public relations practitioners and reporters. If a PR person, for example, represents an in-demand client, such as a celebrity or elected official, then often they have the upper hand in dictating terms for an interview, such as which questions their client cannot be asked or final approval of what quotes the reporter will use. Then, there are times when the reporter has the power, such as when the PR person pitches a story for them to consider pursuing. This constant shifting of power is a fascinating element in the communication process. It also points to one reason why tension exists at times between two people or multiple entities.         

Representing Russia

A not infrequent comment about lawyers is how they could defend someone who, in the eyes of the general public, is beyond redemption. This person, whoever it might be, has committed an act so awful that the act of stepping up to speak on their behalf is difficult to understand. Even though in the United States it is recognized that everyone - good or bad - has a right to legal council, the fact anyone could actually take on this responsibility is difficult for some to understand or appreciate. "How can you defend somebody who just did this awful crime," they will ask? Good question. But those who do it have an even better answer.


There are instances in public relations when agencies or practitioners are called upon to counsel or be the public voice or face on behalf of those that may seem undeserving. Such an instance, of course, is not quite the same as it is for lawyers since nowhere is it written or has it been decreed that everyone is entitled to public relations council. There are no "public" public relations practitioners as there are public defenders. Having said that, however, it is important to note that everyone does deserve a voice if they believe they need one. This what professional communicators do. In fact, those belonging to the Public Relations Society of America are pledged to do that.


One of the largest public relations firms in the world, Ketchum, is in the news these days because they are providing a voice on behalf of Russia, a country many are not feeling positive toward due to their military aggressions against the Ukraine and strong-armed censorship tactics against their own people, including the media. Should Ketchum be doing this? Should Russia be one client, regardless of what they are willing to pay, that Ketchum walks away from? One can certainly make a good argument for why Ketchum should not represent such a country. For me, particularly since Russia has other means by which to make their views and key leaders known, I believe Ketchum should think twice - at least - before maintaining a tie with Russia at this time. 

Fountain of Youth

In the news this day is the fact what is believed to be the world's oldest - and possibly largest - wombat just celebrated another birthday. Nicknamed Pat, this gopher-like creature just turned 29. How about that? Unfortunately, we do not know the wombat's secret for longevity. Pilates?  Yoga? One glass of red wine with every dinner? My guess is it is something much more basic: not dying. I say that not to minimize "Pat's" achievement, but, rather, to note that staying alive for as long as possible is a goal we all share. Of course, we want our time alive to be days and years spent being healthy, happy and possibly even productive.


According to a new book on longevity, "Celebrate 100, Centenarian Secrets to Success in Business and Life," there are currently between 55,000 and 80,000 men and women over the age of 100 in the United States. This figure is expected to increase to 600,000 by the year 2050. Further, authors Steven Franklin and Lynn Peters Adler note that a newborn in 2012 has a 29.9 percent chance of living to be 100 as compared to a newborn in 1912 whose chance of living that long was less than one percent. Step aside Pat the wombat. Again, I am not trying to make light of Pat's durability. It just seems we humans are starting to get a handle on sticking around a long time, too.


One interesting aspect of this trend is that not only are we living longer, but more and more the ever-increasing number of centenarians are living lives of energy and zest. What is their secret? In general terms, researchers are finding that it involves around engagement; specifically, being active with friends and family as well as activities that one finds to be fun and challenging. Such "secrets" speak to communication. Fundamentally, humans are social creatures that need contact and interaction with others. Even though we may have more aches and pains as we age or move more slowly than we used to does not mean we can or should not continue connecting with others as best we can.  

The Steadiness of Ronald Johnson

Rarely is it easy to be a voice of calm when everyone around you is yelling. Some are yelling at each other. Others are yelling just for the sake of it. And there are those who are yelling at you just because they can and you seem to be one who is trying to provide some type of order in the middle of all the chaos. It makes maintaining a calm demeanor all the more difficult. Yet this is what Captain Ronald Johnson of the Missouri Highway Patrol is attempting to do. In the aftermath of the fatal shooting of teenager Michael Brown by a police officer in Ferguson, Missouri, this small town has and continues to see more than its share of racial tension and violence.


Johnson, 51, has been serving as the official spokesman for the highway patrol. He is the person to whom anxious Ferguson citizens and members of the state and national media have been turning with an avalanche of comments and questions. Johnson's challenge has been to respond to their questions, listen to their comments, and represent the police and those in authority to assure the general public that they are continuing to work on behalf of local citizens and working hard to settle the situation in a manner that is just.


According to a recent article in the New York Times, Johnson's performance in for what for him is a new role has been quite commendable. He has "redefined leadership in crisis: equal parts police official, preacher, mediator and neighbor, unafraid to convey his inner conflict unafraid to cry,." the paper reported. Johnson is demonstrating that even in the worst of situations a competent and caring spokesman can make a positive difference. People, particularly when emotions are running high, look to something or someone steady on which to hold as they strive to gain a better understanding of matters and ultimately determine how best to address them. Johnson has emerged as the needed steady voice that is rising above the outcries.

You're Not Listening!

How many times have any of us been in a conversation when we have either said or thought the other person is not listening to us? I will be kind and answer that: "More than once." At least that is my response when I apply that question to me. On the one hand, I understand those in my company do not hang on every word I utter. (I bet there were even those - granted, no doubt only a few - who occasionally glanced down at their time piece when talking with Abraham Lincoln or Martin Luther King, two giants known for, among other things, their conversational skills.) But on the other hand, why not? Why don't people with whom I talk give me their full attention? (And the same goes for those other two guys.)


At the risk of oversimplifying the very complex aspect of communication we call listening, one answer to that question revolves around the word "needs." Specifically, one reason people tune me out from time to time is they judge what I am saying does not speak to whatever needs they might have at that given moment. For instance, a person might decide I am not being informative or entertaining enough - two reasons we seek to connect with others. Other reasons might be they do not appreciate the tone of my voice or are too busy wrapped up in their own thoughts that might pertain to matters of which I know nothing about.


When talking, none of us know for sure how we are being perceived by others unless they send out clear signals to us. A yawn tells us one thing, a smile another. To be engaging and keep those times when others tune us out to a minimum, a near-perfect strategy is to learn what the other's persons needs/interests are. This does not mean you then have to only talk about what they want to hear. Instead, it gives you a good clue as to how you can frame your topic of discussion so as to help ensure their attention. People are social creatures and, therefore, enjoy engaging with others. The challenge is to give them reasons to act on that.

Actions and Words!

"Actions speak louder that words." This is an old saying that certainly has been around longer than I can remember. Perhaps what has contributed to its durability is that it has a kind of black-and-white appeal the same way "You are either in or out" or "It is time to fish or cut bait" do. In all of those, there is little, if any, room for nuance, compromise or pursuing other options. Expressing them gives one a sense of strength, leadership, competence, power, and even conviction. Hearing them can give one a sense of assurance and security as if everything is going to be ok and that whatever problems are facing us will soon be fixed.


Unfortunately, reality often tells us that life is rarely that simple. Just because one sounds strong, strings together enough platitudes to evoke a sense of wisdom or says they care about others does not mean they are any of those things. To be effectively strong, wise and caring - to name a few virtues -,one needs to communicate those traits in both word and deed. Words place the action into a proper context. Actions by themselves do not automatically suggest those at the helm mean what they are doing. Actions and words are two forms of communication that, ideally, should complement each. Neither is nearly as effective or meaningful if carried out independent of the other.


Not only should the two be evoked as part of an overall package, they should never be contradictory. For instance, one should not say they belief in being fit unless they demonstrate that by exercising and following a healthy diet. Words and actions help determine just how credible a person is. If these do not match or are not coordinated, then how well a person can be trusted is put to the test, one that in all probability they will not pass in the eyes of the public. So, do not just talk tough, but be tough. Do not just talk kindness, but be kind. This is the best form of communication and one that the most amount of sustained support.   

Addressing Ugliness

It is safe to say every country has its dark side. In the case of the United States, that aspect is on full display right now in Ferguson, Missouri. The recent shooting there of an unarmed black teenager by a police officer has set in motion an eruption of ugliness centering around the perception that blacks are mistreated by whites, particularly those in positions of authority. The mistreatment, the charges go, is fueled by racism against, in this case, young blacks where they are either presumed to be up to no good or constitute a threat to society that young whites do not. Consequently, as a general rule, persons of color are treated more harshly because of a bias against them. Sadly, what happened in Ferguson is not the first time a young, unarmed black man has been gunned down by a police officer in the United States.


Since the election of President Obama in 2008, the fragility of race relations has reemerged as an issue of concern in our country. This has been seen in a variety of ways: the implementation of voter suppression laws in a number of conservative-run states expected to make it more difficult for minorities to caste their votes, a rise of harsher penalties and sentences levied by the courts against minorities than white convicted of similar crimes, and even movements against Obama that he is an illegitimate president because he really was not born in America. The latter example may seem silly but the fact it has been the subject of much so-called debate by the media and even had to be addressed in the courts suggests that to some the prospect of there being a person of color presiding in The White House is a point of major concern.


Ugliness cannot and should not be sugar-coated or glossed over. It needs to be addressed head-on if our society is to rid itself of this blight that has been part of landscape for far too long. To begin, our leaders, including President Obama, need to initiate a series of dialogs throughout the country as a way of addressing the resentment, anger and misconceptions between elements of our society that currently exist. Such a step would be communication at its finest and hardest. The fact is ill feelings are never handled by being ignored. They must be confronted even if one initial result is more anger. At least in this case, the anger would be channeled down a more constructive path. What is happening in Ferguson can be used as a teachable moment if the right communication strategies are put into place by people of good faith.

The Other Half

In 1890, journalist/photographer Jacob Riis observed that one half of the world does not know how the other half lives. He said this was in large measure to the fact the one half - the well-to-do - did not care all that much about the other half that did not have the wealth or resources that they enjoyed. Riis, who was viewed to be among the energetic, muckraking journalists of his day, then set out to do what he could to make sure that upper-crust became more familiar with those on the lower end of the economic totem pole.


While in one sense society may be divided into two parts, the fact is all of us are divided into a multitude of parts in terms of how we view things, how we live our lives, and how we are perceived by others. To make any meaningful headway with another person, then, it is essential that one be able to look at the world through that individual's eyes. Doing so does not mean you are agreeing with their perspective. Rather, doing so represents a step toward gaining a deeper understanding of that person so you can develop a viable strategy to communicate with them more effectively. One key result of such an effort might be you are able to identify things the two of you have in common.


This is where effective listening comes into play. This important act of communication involves putting aside any preconceptions one might have about another and giving them your full-attention with an open mind. This entails giving them careful and thoughtful attention. Such effective or mindful listening often represents a big step toward learning more about that "other half." In fact, it leads to discovering and even appreciating the fact that each person is actually the sum of many parts. Embracing such a universal truth helps bridge whatever gap that may exist between people whose differences are defined by such things as their bank accounts, skin color or political persuasions. And it all begins with effective listening.                 

Hearing & Listening

It goes without saying that communication is not without its challenges. Trying to connect with others on a sustained basis is never easy simply because there are so many external forces working against such an effort. And then there is the matter of how the person on the receiving end of an overture responds or if they are even paying attention when someone reaches out to them. This brings me to a key element in any communication effort: listening. Such a basic act - paying attention to another - is actually as complex as communication itself.


To begin, researchers have identified four categories of listening. These are: inactive listening (being present but not absorbing what is being said); selective listening (hearing what you want to hear); active listening (hearing and concentrating on what is being said); and reflective listening (involves the elements of active listening along with interpreting what is said and observing how it is said). All of us, it is safe to say, practice each of these forms depending upon the specific circumstance. The challenge for communicators is to meld an outreach effort with the kind of listening that ensures a message will be heard, understood, analyzed, and, ideally, acted upon. Without question, connecting those dots is a tall order.


For communicators, is it important they be able to properly distinguish between hearing and listening. Hearing refers to the physical act of perceiving a sound. Listening refers to the cognitive or intellectual act of understanding what one hears. Just because one hears a message does not mean they were actually listening. This is why communicators, such as public relations practitioners, need to do more than simply speak at a targeted audience. Their strategies must include building in a mechanism that encourages receivers of a message to provide feedback. The same holds for when two individuals communicate. Listening on the part of both, not merely hearing, is the key to a successful interaction.

Improvisation

John Wesley Powell was a man of action. He fought for the union in the Civil War. During that conflict he lost his right arm in battle, yet still rose to the rank of major. After the war he joined the geology department at Illinois State Normal University and, as part of his academic research, led an expedition into the Rocky Mountains to study the terrain. Despite his handicap, Powell did not shy away from leading his expedition through, around and over the rough terrain that comprised this famous mountain range.


At one point, he was climbing up a wall of rock. Just short of the summit, Powell found he could go no farther as, with one arm, he could not reach the ledge above or step down to the ledge below without losing his balance completely. Hanging on, he felt his muscles begin to ache and tremble. Powell knew it would be only a matter of time before he would fall. So did the men with him. Suddenly, one of them - a person named Bailey - had an idea. He made his way to the ledge above Powell. Bailey then took off his pants and swung them down to Powell. Powell grabbed onto the pants and then slowly but ever so surely was pulled up the side of the rock wall by Bailey. They and the others made it to that higher ledge as well as to the mountain's summit.


I have no doubt when planning this trip, at no point did it come up in conversation that if anyone became stuck on the side of a mountain then another would simply remove his pants and, using them as a rope, rescue the one in distress. But when Powell got into trouble, Bailey improvised and saved his partner's life. Often, communication efforts are well-planned, too. Yet in their execution unexpected twists and turns occur that must be addressed. A new fact sheet must be prepared and distributed. Interviews with reporters must be arranged. A website must be rearranged. These or other acts of improvisation must be undertaken. Being this nimble requires confidence, expertise, and a recognition that not everything goes as planned.