Effective Public Communication

by Heather Burdo - Updated September 21, 2018
Young woman during presentation at conference

Also defined as a strong argument presented in a credible and exciting manner, the general public definition for the art of effective public communication comes down to giving a speech before a live audience. 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. Not only that but by focusing on the relationship you have with your audience and the message you want to share, you’re simultaneously paving the way for unlimited business growth potential in the future.

The Main Principles of Communication

When it comes to delivering the best presentations, small business owners should primarily focus their attention on the needs of their audience and not their own; put yourself in your audience’s shoes, and you'll have a better understanding of what their problems are, and how your business can solve them. Your presentation should help answer their questions without overwhelming them with unnecessary information. Business owners should engage and interact with their audience in a relaxed manner, without losing sight of the presentation's goals. It’s a win-win situation; by personalizing your message, the audience becomes more connected to you, while you gain extra credibility.

Improving Your Public Speaking Abilities

As with every aspect of life or profession, 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 vocal ability, positive body language and your storytelling skills in unison, to make your mark. 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

Apart from the financial reward you reap from being an effective public speaker, effective public communication does not only inform and persuade your audience to embrace your point of view, but it also challenges them to take action. This is why many businesses choose to invest in public relations to promote their business, including the use of presentations.

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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