Nine years ago, I took the biggest risk of my life. I accepted a job at a social enterprise that worked with local women weavers in the small town of Luang Prabang, Laos, sight unseen.
I set out to move to the other side of the world with merely a couple of suitcases in tow. I knew nothing about the language, the textile industry, or even how to set up a life in a developing country. It turned out to be a minute-by-minute test in effective communication with co-workers, customers, friends, and people I met on the street.
What I learned during my time in Laos — aside from how delicious noodle soup can be for breakfast or how to haggle for your daily produce at the open-air market — still shapes how I approach communications today, which often includes working with thought leaders on how to share key messages with the best audiences.
Here are some of the key takeaways to keep in mind when helping leaders unlock their communications superpowers:
Pair Authenticity with Empathy
Whether you’re filming a short-form point-of-view video or communicating an upcoming M&A deal to your employees, there is an underlying principle that is one of the most important things needed when developing a communications strategy: authenticity.
Love it or hate it, there’s no denying that TikTok is a form of communication that grabs attention. But even this quick-hitting platform includes authentic voices as a cornerstone of success. TikTok’s “What’s Next 2024 Trend Report” pinpoints other key principles: curiosity, imagination, vulnerability, and courage.
In Laos, the community was filled with Lao nationals, long-term expats, and short-term travelers. They hailed from a wide variety of countries and backgrounds. When developing communications, put yourself in the audience’s shoes, give grace, and maintain your own sense of self — whether that’s your own personal or a company brand — in the process.
Making an effort to ensure communications are as clear and accessible for a single person can benefit all.
Get Curious & Experiment
Have you seen the videos asking different generations things like “How do you answer a phone?” The landscape for leadership communications has changed just as much — whether you’re talking traditional media relations, social media, or internal communications.
It’s vital to approach your communications strategy with an open mind and willingness to experiment. Take each opportunity — and misstep — as a time to learn, gather data, and evaluate what was good and what can be improved. (I did this pretty much daily shopping for food at the market in Luang Prabang.)
A good strategy is never done. It evolves.
Imagination is key; experiment constantly, and don’t let “perfect” get in the way of getting it done.
Be Clear with Your Goals
You can’t reach everyone all the time. In Laos, we had audiences that spanned the globe, and there was no way to translate everything for everyone. Basing your decisions on priorities determined by objective and audience helps to more clearly define what is most important.
Another interesting takeaway from the TikTok trend report was its guidance of “Keep community at the heart of the equation.” Ultimately, you need to make your content worthwhile for someone to engage with it by offering them something in exchange for their time.
The question is, what exactly is that for you?
Leverage Your Personal Experiences and Stories
You can read the same piece of news from more than one outlet. But by rooting your messages in your unique experiences, you can offer something that no one else can.
When you look up the definition of thought leadership, you’ll get a variety of responses — ranging from building trust to engaging decision-makers. Ultimately, there is no single definition because each person will have different goals, experiences, and objectives. That’s where a strategy is key.
My story in Laos ended exactly eight years ago, surrounded by friends and co-workers as they tied dozens of pieces of string on my wrists, each representing a blessing as a shaman presided over my departure Baci ceremony. I still have those strings as a reminder of that time and of the lessons I learned there.
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