The Greatest Communicators of our Time and the Art of Communication
Jane Goodall. Sir David Attenborough. Barack Obama. Feargal Sharkey. Mel Robbins.
One enduring quality has marked them all out. Supreme storytellers have a natural ability to communicate. And these headline-makers have all possessed that – in spades.
Humans are wired to think in stories. As children, it’s one of the very first things we ask for. The Hobbit, The Jungle Book, Wind in the Willows, I still remember them line for line. Tales so magical, so well-crafted, they stay with you for life. Like magnets, they tie us to a certain time and place.
Stories are the stuff that connect us and compel us to act. Whether in politics, business, or nature conservation, well-told stories pack a punch, shift attitudes and create change.
Past, present and future – here are my picks for some of the greatest communicators of our time and how they conquered the art of communication and storytelling.
All Hail the Storyteller
Communication is everything, and Jane Goodall did it better than anyone.
Sadly, Jane is no longer with us, but she had a unique, ethereal ability to draw us in as an audience, be it in person or on-screen, and unite us in a common cause. Her passion and dedication always shone through. Small stories can make a big difference. She kept the stories small and relatable; they focused on the individual chimps she had affectionately named, with ‘David’ being her particular favourite.
A rara avis, with an innate quality to communicate with animals and humans alike, Jane always said it best:
“If one wants to change attitudes, you have to reach the heart. You can reach the heart by telling stories, not by arguing with people’s intellects.”
Sir David Attenborough is another extraordinary storyteller. A man of action, with his every step, he’s taken us closer to nature’s beauty and fragility. His unmistakable voice has narrated some of the greatest stories ever told and made our connection to nature real and tangible, whilst chronicling decades of environmental decline and biodiversity loss. Yet, his is still a message of hope:
“We must rewrite our story. If working apart, we are a force powerful enough to destabilise our planet; surely, working together, we are powerful enough to save it. In my lifetime, I’ve witnessed a terrible decline. In yours, you could – and should – witness a wonderful recovery.”
Feargal Sharkey is fearless, divides opinion, and tells it like it is. He’s seemingly always on the Today programme for good reason! Master of his brief, Feargal is a formidable force in climate politics, and his punchy, bullish interviews always generate headlines and passionate debate. The aim is to raise awareness about the sorry state of our waterways and hold the water companies to account, and he certainly does that on every media outing. Sharkey’s sparky delivery has helped push the issue of sewage pollution up the political agenda and right under ministers’ noses.
Mel Robbins teaches confidence. She is the most booked female personal speaker in the world because she connects with her audience. Podcasting is the art of the personal, and she has mastered it with a communications style that builds empathy, shows vulnerability, and draws people in through storytelling. Her global bestseller, The Let Them Theory, opens with her brutally honest story – and a series of numbers. Age 41, $800,000 in debt and zero self-confidence. She changed her story with the simple 5 Second Rule and two words: Let Them. Building a fantastically loyal fan base (I’m one of millions), she has based her self-help empire on positive communication and keeping it real.
Tapping into that ‘sisters-are-doin’-it-for-themselves’ vibe, Codie Sanchez and Emma Grede are also worth a mention as dynamic, confident female communicators who are finding massive online audiences and increasingly on TV. Rewards and risks pepper the journey of every entrepreneur. Even more so when you’re a woman. There are huge challenges to starting and running a business, and overcoming them takes guts, consistency and determination (something I know a bit about!). Codie’s unfiltered, relentless, sometimes brutal message always hits home, and Emma’s no-BS approach is refreshingly free of corporate-speak. Their stars will soon shine even brighter.
And, in politics, Barack Obama is peerless at delivering a bold message that resonates across generations, genders and races. On TV, on the radio, at the county fair, his stories electrified audiences into action and brought about a once-in-a-generation change. Where other leaders seek to divide, Barack’s charisma and intellect unified. Zohran Mamdani has that same mobilising power, and it took him from a rank political outsider to New York Mayor (check out our previous post here all about his winning PR campaign)… AOC also has that very special knack.
Not everyone is blessed with that very rare gift of communication. But, like with everything in life, practice makes perfect, and the more you do it, the better you get.
As any sportsman or sportswoman will tell you, it’s a confidence game.
And so, here are some top tips to help your spokesperson deliver their A-game on air.
TV Guide: Top Interview Tips
The best TV interviews are all about great conversation – take a moment if you can to watch the last ever interview Jane Goodall did before she died. Utterly compelling from start to finish, it was heartfelt, honest and packed with stories (and a few swigs of whisky!). A worthy tribute to a great life, the hubby and I were a teary mess by the time the end credits rolled.
Live TV is a two-way process between interviewer and interviewee, so lean in and engage.
Like Mel, like Sir David, like Barack, the top media performers have a communication style based on empathy, clarity and connection.
- Authentic Storytelling: Tell a story that resonates with your audience. Not over-polished, it’s important to be your authentic self and speak in plain English. Give interesting anecdotes that add a splash of colour or relay an important truth. Don’t rely on complex data or on messaging that doesn’t flow.
- Eye contact: Any interview can be improved by positive body language and non-verbal communication. Be sure to look at the reporter, not down the barrel of the camera. Avoid looking down (a familiar habit when someone is trying to remember something!). It’s hard, but try to relax and smile!
- Voice: Speak clearly and with confidence – slow down for emphasis when making important points. Don’t rush your answers. Pause to gather your thoughts rather than use phrases like “ummm” or “errrr”….
- Expression: Assume the camera and microphone are always ON. Facial expressions convey a message, so be sure it’s the one you want. And remember, nothing is really ever off the record, especially in a broadcast studio.
- Body position: Stand or sit straight and align your body with the interviewer.
- Gestures: Natural but not big gestures. Don’t use your hands too much. It detracts from your message.
- Remember names: Make a note of the interviewer’s name, other spokespeople, and/or case studies. This builds empathy.
- Attire: Look the part and dress smart. It’s a visual medium, and your message will be taken more seriously if you are dressed appropriately. If you’re doing a remote, prepare for all weathers and take an umbrella!
- Working from home: For live interviews at home, be sure you’re free from any unwelcome interruptions. Namely, pets and children. Have a tidy background, no background noise, and ensure you’re in a well-lit room that isn’t too dark. If you happen to do a lot of TV interviews at home, it might be worth investing in specialist home studio lighting and a good microphone.
- Name-check often: In pre-rec situations, name-check your organisation regularly, as this important mention often gets lost during editing. The more you say it, the less chance it’s edited out. Name recognition is good for your brand, so don’t miss out on a valuable opportunity to promote your organisation. Obviously, if it’s a live, repetition is not recommended, but try to name-check your organisation at least once.
- Active listening: If it’s a live interview, pay particular attention to the story intro, package, and whether storytellers/other spokespeople are on before you and commenting on the story. Always listen carefully; you may be asked follow-up questions.
- Yes or no: Don’t fudge it. If the answer to a question is a clear ‘yes’ or ‘no’, give a direct answer. It builds trust with your audience. Politicians all too often don’t respond with a straight answer, and interviewers will, quite rightly, press them on it.
- Don’t know: Equally, if you’re unsure about the answer to a question, it’s best to say you don’t know rather than risk being wrong and corrected live on air!
- Breathe: Breathe, relax and smile!
That’s a wrap on our post this week.
Remember, if you need expert help with your PR broadcast strategy or want a headline-grabbing press release tailored to your brand, feel free to contact us at hello@gofetchpress.com.
