In today’s fast-paced digital landscape, communicators are faced with mounting challenges and diverse situations that require putting every trick in the book to use. Sometimes, the training received for a marketing job may not be enough to successfully overcome these situations, requiring marketers and communicators to draw from personal experience or lessons learned from a completely different industry in order to navigate the challenges at hand.
Below, 12 communications executives from Forbes Communications Council share the most important communications lessons they have learned from other industries and how they have helped them improve their performance.
These communications executives share important lessons learned outside of their industries.
All photos courtesy of Forbes Councils members.1. There is a ripple effect to everything.
I was involved with a manufacturer as it became ISO9000 certified. It involved process, quality assurance, consistency and communication. What I learned was this: When something happens, a decision is made or changes are implemented, you should always ask yourself, "Who else needs to know about this and what else do they need to know?" There is a ripple effect to everything. Complete the communication loop. - William Topaz, Healthcare Brands
2. Face-to-face contact is still important.
TurboTax can view your returns online and have a live person guide you through the process via video. My coworker was totally frustrated by his taxes. After a video conversation and guidance from the TurboTax agent, not only was my friend less confused, but he ended up with a better return. Now he loves TurboTax. Loving taxes? That's impressive. Face-to-face contact is impactful -- even online. - Holly Chessman, Glance Networks Inc.
3. Understanding people is critical.
Communication may be our privilege, but listening is our opportunity. We get caught up in crafting the perfect message in a formulaic way. I worked with a hot tub company that understood helping people started with listening. Maximizing feedback loops is important as we reach for "one-to-one" relationships with customers, especially as they become more supported by technology. - Courtney Dale, ICM Consulting and Media Corporation
4. You are not your customer (well, almost never).
My work in technology marketing convinced me to hold that maxim close. But a stint with a consumer device company was humbling. Even though I buy devices, the company's FOURTEEN different consumer segments showed me at least thirteen perspectives I hadn't considered. Some wanted features. Others, sleek design. Some went for status. Others, basic function. Now I really don't judge solely by what I like. - Erica Vener, RedSeal
5. Always ask why.
Good sellers communicate three things: Why a problem matters (why?), why a problem is urgent (why now?) and why their solution is best (why us?). In communications, we need to apply the same principles. Communicate importance, timeliness and unique perspective, and we nail all our goals. Fail on any of those three dimensions and we have a tough hill to climb. - Jim Nichols, Apsalar
6. Facts only matter in a court of law.
In the court of public opinion, facts seem irrelevant or inconvenient -- how a company responds emotionally is what we remember. The old rule of "get the facts right and share them," as the foundation for crisis communications, isn't effective or fast enough in our world of sensational posts, hyper-indignation and mass outrage narratives on social media. So show human emotion first, and get the facts later. - Eric Brown, DataStax
7. Know how to tell stories.
The art of storytelling from the film industry, especially Pixar Studios, has influenced my communications approach. For example, case studies play a crucial role in B2B marketing, but can be dry reading at times. Take a page from "Toy Story" to add a traditional story arc with emotional highs and lows, a hero and a villain, to make customer stories easier to relate to and more memorable. - Mini Peiris, Ambra Health
8. Never underestimate the power of earned and social media.
Using a central platform to influence audiences is crucial, and it doesn't always have to be a paid one. The 2016 election proved this: Trump's self-run media strategy was largely dependent on earned media and social, while Clinton focused more on paid media. This powerful medium helped him earn the highest seat in the White House, and is still garnering a lot of attention. - Ashley Deibert, iQ Media
9. See around the corner.
In technology, great entrepreneurs can see the next trend coming before everyone else, and they're able to capitalize on it. In communications, you need to be able to anticipate the impact that both negative and positive events can have on your company. If you can see around the corner and stay one step ahead, you’ll be better prepared to protect or promote your company as the situation requires. - Lou Casale, Hiscox USA
10. Connect with people and be empathetic.
Teachings from the Dalai Lama have made me a better communicator beyond any other resource. His work carries an underlying message about how to connect with people, and my most turned-to lesson is to be empathetic. Remembering that people face a problem from different angles, based on their life experiences, allows for greater understanding, trust and collaboration. - Brandie Claborn, McAfee
11. Be able to fill the room.
If you've ever been in a band, you've definitely heard this from a promoter. The lesson is that you have to focus on the value you provide before you even start to consider the benefit you'll receive. No one owes you anything. Same goes for communications. Don't focus on the publicity value you might receive before you first have a clear sense of the value you'll provide a journalist and their readers. - Jeff Murphy, SnackNation
12. Don't underestimate the importance of likeability.
I frequently work with lobbyists and public affairs practitioners. Clients rely on them for sound counsel, of course, but establishing a strong client relationship also involves being highly liked. Get to know your clients and their habits. Know the names of their pets, favorite foods, sport teams, days they like to leave the office early, etc. - Monica McCafferty, R&R Partners
