Effective Public Communication

  Reviewed by: Jayne Thompson, LLB, LLM
  Written by: Heather Burdo      Updated November 21, 2018
Young woman during presentation at conference

Fundamentally, public communication comes down to giving a speech before a live audience in a credible and exciting manner. Depending on your goals and target audience, public speaking is one of the most effective marketing strategies. It allows you to capture your audience's attention in a way that other strategies cannot. By focusing on the relationship you have with your audience, you’re sharing an important message and paving the way for unlimited business growth.

What are the Main Principles of Communication?

When it comes to delivering the best presentations, small business owners should focus their attention on the needs of their audience and not their own interests. Basically – put yourself in your audience’s shoes. What are their problems? How can your business solve them? Your presentation should help answer these questions without overwhelming the audience with unnecessary information. When making your presentation, be sure to engage and interact with the audience in a relaxed manner. It’s a win-win situation; by personalizing your message, the audience becomes more connected to you, while you gain extra credibility.

How to Improve Your Public Speaking Abilities

The more you practice, the better you become. Effective public speaking is more powerful than giving an online presentation, and it's more than a pep talk. If you want to improve your public speaking skills, you’ll need a number of factors in your favor, including:

  • Vocal ability 
  • Positive body language
  • Storytelling skills

Brian Tracy, a motivational public speaker, and self-development author, emphasizes that “your ability to communicate with others will account for fully 85 percent of your success in your business.” Another way to effectively reach your audience during a presentation is to keep things simple and concise. Overwhelming your audience with too much information will leave them disinterested and dissatisfied with your presentation. Instead, focus on approximately five-to-10 slides and keep data points to a minimum.

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Effective Public Communication for Growth

Effective public communication can inform an audience, persuade them to embrace your point of view and challenge them to take action. It's so effective that a wide range of businesses have invested in public relations firms to promote their companies.

Public communication is an incredible tool to promote brand awareness and maximize your business's exposure. Consequently, the demand for some of the best public relations graduate programs is currently on the rise. Whether you’re pursuing an advanced degree in corporate, advertising or fundraising needs, a master’s degree in Public Relations can be used in almost any area of professional activity.

About the Author

Heather Burdo has been personally involved in business for six years. Her passion is to help small business owners and entrepreneurs through engaging and insightful content.

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