This Cannot Be Communication

The number of professional titles in communications that one sees all over and hears about these days is quite baffling.

Suddenly, there are spokespersons, communications directors, communications experts and communications and media consultants floating all over the place.

You only have to listen to them argue their points out for you to ask yourself, “Are they communicating or is it something else?”

There are some people who believe that the mere fact that you can string some English words together with ease or shout and rattle a wee bit of the Queen's English and in her accent makes you a specialist.

Credit to you if you can do a little more of George Bush's American English, perhaps in the Texan accent and none of my Ashanti intonation. Then you are a super communications expert.

Oh, don't people ridicule us Ashantis as having the worst English accent! What they forget is that our claim to fame is not the speed with which you can rattle the English (after all, we sent them packing when they attacked Kumasi in the 15th century or so), but how good you can be as Okyeame and not a communication director.

I see communication not just as the ability to rattle or shout the loudest. It is more about making meaning to your audience or, better still, your listeners.

It is not just dishing out information; it is thinking through the impact of your messages on your audience.

Communications, in reality, is as well an art of engagement. It must be deliberately planned and packaged with your audience in mind.

 At the end of the day, that which is communicated must make meaning and seen to be understood. It must have an impact, with a possible buy-in by your audience.

Similarly, a communications expert or spokesperson must be someone who commands respect, has confidence, is believable and will be able to carry others with him/her. Oratory alone will not qualify anyone as an expert.

But how does communication compare with information? Information is as different from communication as chatting is different from screaming.

Even though we tend to use communication and information interchangeably, we need to understand that the two are never the same.

Whereas information is more about informing, giving out a piece of news, communication will go that extra mile to engage — a two-way traffic if you like.

Communication ensures that the audience is left with a clearer understanding of the issues, and most often, will even leave the audience with a better appreciation of the issue at stake to enable one to make one's own judgement, where need be.

It is so unfortunate to watch politicians, CEOs, entrepreneurs and other influential individuals make a huge mess of themselves when they have good opportunities to convincingly communicate their messages and carry people with them in times of crises.

Sometimes, they so deepen their own woes in the process of information packaging and engagement, delivery and body posture that they completely lose out on public sympathy.

They end up, in the process, annoying people, and instead of carrying them along, switching them off completely.

When that happens, you tend to ask the questions, “Do such people have advisers? Do they engage real communicators for guidance?”

In the wake of sprawling radio networks in Ghana today, people are crucifying themselves on radio and in the media in general.

It is surprising that the first thing in the morning, and even before they brush their teeth, people are jumping out of bed to answer questions from radio presenters, without having seen or read in detail the day's papers or whatever allegations are being levelled against them or their organisations.

Saying the word 'sorry' has always been a difficult five-letter word for some of us. It is really not part of our culture, and so instead of politely turning off such on-the-spot media “intrusions”, people get carried away and make a huge mess, because they think all that is required is to rattle the Queen's English.

Facts are absolute in communication if you want to stay credible, and that is why people should learn to say that they are not absolutely sure and would, therefore, get back as soon as they have a brush with the law.

It is amazing the alacrity with which people are ready to invest in the services of a lawyer to give professional shape to their brush with the law as it happens, when it happens. Others hire accountants or economists to ensure that their investments or finances are given a better guide.

Others pay for personal physicians to take care of their health needs. But they never think of a communications or, better still, a public relations expert to help build and maintain their image out there.

Compare this to what obtains elsewhere in more advanced cultures where image is indeed everything.

 I have been monitoring Senator Barack Obama, the presidential nominee of the US Democratic Party, and how his campaign to the White House is pitching up.

Oh, he has already started hiring his campaign team.  One of those already hired is a strategist, a specialist whose main job is to build the image of Michelle Obama, monitor and shape what she says in public.

Poor woman, already she is being attacked for what she said at a recent public engagement when she remarked that “for the first time in my life, I am proud of my country because it feels like hope is finally making a comeback”.

The strategist will monitor media (including the Internet) truths and untruths about her and counter them. Michelle's public image will surely affect, positively or negatively, the campaign fortunes of her husband's bid to be the next President of America.

That is the extent of the importance of PR and good communications experts elsewhere.

PR is a social science deliberately planned and sustained to achieve the desired impact.

A lot of communications experts use PR to build credibility and shape up their image, while some use it to influence and turn unfortunate bad situations into positives without necessarily engaging in spins, thereby winning empathy.

In this period of heightened political atmosphere, and with our country unfortunately over polarised, we can have a calming effect with expert spokespersons or communicators charged with or assigned to talk to issues.

They need to be looking at the packaging of their messages and those of their leaders, instead of engaging in oratory without meaning.

How exuberant it would be if, in the coming months, our leaders and their spokespersons communicate with us. We are looking for real engagement to understand the messages.

The days of shouting and dishing down of information have moved on. The season of engagement and making one's messages relevant and meaningful for a lot of buy-ins abounds. Let it be communications only.

Anything short of that will be dismissed and thrown out by the power of our thumbs. We are becoming discerning by the day.