Impactful Communication: Donnica Hawes-Saunders Of The Averity Group On 5 Essential Techniques For Becoming An Effective Communicator
An Interview With Athalia Monae
Structure Your Message — Organizing your message logically helps your audience follow along and understand your points. For example, when proposing a new strategy, I structure the message by first introducing the problem or challenge we’re addressing. Then, I present the solution with supporting data and examples, followed by the anticipated outcomes, and finally, end with actionable steps. This logical flow helps folks see the value of the strategy and how we’ll execute it.
In an age dominated by digital communication, the power of articulate and effective verbal communication cannot be understated. Whether it’s delivering a keynote address, leading a team meeting, or engaging in a one-on-one conversation, impactful speaking can open doors, inspire change, and create lasting impressions. But what truly sets apart an effective communicator? What techniques and nuances elevate a speech from mundane to memorable? As part of this series, we had the pleasure of interviewing Donnica Hawes-Saunders.
Donnica Hawes-Saunders is the Founder and CEO of The Averity Group, a full-service, solution-oriented public affairs firm that helps highly regulated organizations transform their reputation at the intersection of communications, social impact, and public policy. In 2023, The Averity Group was named one of the top reputation management agencies in the U.S. by Design Rush.
Donnica is recognized as a mission-driven, political social impact strategist that specializes in complex policy and media environments. With over a decade of experience in the private sector and on Capitol Hill, Donnica connects public policy and organizational priorities with an emphasis on politically astute, coalition-based communications and strategic partnerships.
Thank you so much for joining us in this interview series. Before we dive into our discussion about communication, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
Like many others, my career path has been anything but linear. After law school, I realized that traditional legal practice wasn’t the right fit for me. Drawn to the diverse opportunities for non-traditional lawyers, I moved to Washington, D.C., where I spent several years on Capitol Hill working in leadership, committee, and personal offices. This experience gave me invaluable insight into federal and state policy, public affairs, and communications.
From there, I was recruited by a global beer company to focus on lobbying and corporate social responsibility. Later, I transitioned to an international tobacco company, where I led global civil society engagement and communications efforts. These roles deepened my expertise in navigating the challenges of highly regulated industries and complex communications landscapes.
Over time, I realized I had the expertise, skillset, network, and passion to help other organizations struggling with similar challenges. This led me to establish The Averity Group, a full-service, solution-driven public affairs firm. Our focus is on helping organizations, particularly in highly regulated industries, transform their reputations at the intersection of communications, social impact, and public policy.
Can you share the most interesting story that happened to you since you started your career?
The most fascinating moments in my career have always revolved around the incredible people I’ve met. One memorable experience was planning and organizing an event for the CEO of an $85 billion global, highly regulated company. After the event, we sat down and had a candid, three-hour conversation about the complexities of influencing corporate public perception, navigating cultural differences, and the challenges of driving social change in large enterprises. It remains one of the most eye-opening discussions I’ve had with an executive.
He was intrigued by my perspectives and willingness to challenge him, and we continued the conversation far longer than expected. This experience reinforced for me the importance of speaking up, standing firm in your values, and engaging in thoughtful discourse, even when you’re sitting across from someone with opposing views. It was a powerful reminder that growth happens when we’re open to diverse perspectives and aren’t afraid to question the status quo.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
- Resilience — resilience is key in any business, as setbacks are inevitable. COVID-19 was an opportunity to lean into the sustainable trends of remote work, digital transformation, and the future of work for the company. We’ve been able to evolve our business model and explored new ways to connect virtually.
- Empathy — empathy has been crucial in building strong relationships with both my team and clients. Some of our clients face significant public relations challenges and so can be understandably anxious and overwhelmed. By showing empathy, we build trust and create a calm environment to address the issue. This approach has helped us to develop a more tailored, thoughtful strategy that not only resolved crisis, but also strengthens our partnerships.
- Strategy — strategic thinking has been essential for navigating complex business environments and identifying growth opportunities. Most recently, pivotal moments at The Averity Group have come when I’ve had to guide the company through expansion into new client industries. The decisions I made at that time — whether it was doing a deep dive into new markets or building key partnerships — were the result of long-term, strategic planning. By analyzing trends, anticipating potential challenges, and thinking several steps ahead, I was able to position us for growth and success.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How would you define an “Effective Communicator?” What are the characteristics of an effective communicator?
An effective communicator conveys information and emotion in a clear, concise, and impactful way, ensuring the intended message is understood by the audience. You not only express yourself well, but also listen actively, adapting your style to connect with different audiences.
Key characteristics of an effective communicator include clarity, conciseness, and being feedback oriented. Clarity involves expressing ideas in a straightforward and easily understandable way. Conciseness means keeping the message focused and free of unnecessary details, making key information more digestible and memorable. Being feedback-oriented acknowledges that communication is a two-way process, actively seeking and responding to input helps ensure mutual understanding.
How can one tailor their communication style to different audiences or situations?
It all starts with knowing who you’re speaking to. If your audience is unfamiliar with a topic, break it down into simple terms, but if you’re talking to experts, use language they know.
As you speak, also keep an eye on your audience’s reactions. If they look confused, slow down and explain things more clearly. If they’re pressed for time, focus on the key points. Also, ask questions and be open to feedback so you can adjust your message in real-time. By staying flexible and adapting to your audience, you can ensure your message is both clear and impactful, no matter the situation.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
One example that stands out is when I had to present a strategy proposal to two very different groups within the same organization: the executive leadership team and a junior staff team. The executive team was primarily focused on high-level outcomes and big-picture impact, so I tailored my presentation to focus on key metrics, financial implications, and long-term vision. I used concise language, highlighted the bottom line, and provided a high-level overview that aligned with their strategic goals. Their interest was in understanding how the plan would affect the organization’s future, so I emphasized the potential ROI and growth opportunities.
Later, I presented the same strategy to the junior staff, who would be more involved in the day-to-day execution. For this group, I adapted my style to be more detailed and practical. I focused on specific action steps, timelines, and how their roles would directly contribute to the plan’s success. I made sure to use more conversational language, breaking down complex ideas into clear, actionable points, and encouraged open dialogue to address their concerns and questions.
By adjusting my communication style to fit each group’s needs and expectations, I was able to get buy-in from both the leadership and the staff, ensuring that the strategy was embraced and executed effectively at all levels.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
Handling difficult or sensitive conversations requires a combination of understanding, preparation, and clarity. First, I try to approach the conversation by recognizing the other person’s perspective — this usually helps set the tone for a constructive discussion. Before entering the conversation, I prepare by gathering all the relevant information and thinking through the best way to communicate my points clearly. During the conversation, I try to listen actively. If the conversation becomes tense, I aim to steer it back to common ground by finding areas of agreement or focusing on shared goals. This helps keep the conversation solution-oriented rather than allowing it to spiral into conflict.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling plays a crucial role in impactful speaking because it engages audiences on an emotional and personal level, making the message more relatable and memorable. When I incorporate stories into a presentation or speech, the audience is not only more engaged, but also more likely to understand and remember the key points I’m trying to convey.
Stories work because they create a connection. Rather than simply presenting facts or data, a story puts those facts into a context that people can relate to, humanizing abstract ideas and making them easier to grasp. For example, if I’m explaining a complex strategy, weaving a real-life example or anecdote into the discussion helps the audience visualize the concept in action. It’s much more compelling than delivering a list of steps or figures.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
- Be Genuine — People connect more deeply with messages that are sincere and transparent. Authentic communication builds trust and fosters stronger relationships. Whether it’s acknowledging mistakes (within legal boundaries) or sharing successes, honesty creates a space where open dialogue thrives. For me, this has been especially true when I’ve faced situations where I didn’t have all the answers. Rather than pretending to know everything, I’ve been honest about my uncertainties and brought in my team or my personal board of advisors to help find solutions. This openness has consistently built trust and strengthened collaboration across the board.
- Emotional Intelligence — Recognizing and managing both your emotions and those of your audience improves communication. Show compassion, respect differing viewpoints, and adjust your style based on the emotional tone of the conversation. For example, when a client resisted a new technology we were recommending, instead of pushing harder, I took time to understand their hesitation, which stemmed from fear of change. By acknowledging their concerns and guiding them through the process step-by-step, we reassured them, and the technology ultimately became key to their business success.
- Stay Open to Continuous Improvement — Effective communication is a skill that requires constant refinement and growth. It’s essential to regularly assess and improve your communication style. I make it a priority to invest in my own development by staying proactive in learning. Whether through attending industry conferences, participating in leadership development programs, or staying informed on the latest trends, I always seek opportunities to sharpen my skills and stay aligned with emerging best practices. This commitment to continuous learning has helped me evolve as a more effective and adaptive communicator.
- Maintain Patience and Composure — Effective communication requires patience, particularly in challenging situations. By maintaining composure under pressure, you can keep conversations focused on solutions and create an environment where everyone feels heard and respected. For example, in my line of work, unexpected challenges — whether from political shifts, social changes, or leadership transitions — are inevitable. Despite careful planning, not everything can be foreseen. This is especially true on the policy side, where results often take time to materialize. Communicating these realities effectively means being able to clearly explain changes, their implications, and their impact on strategy.
- Structure Your Message — Organizing your message logically helps your audience follow along and understand your points. For example, when proposing a new strategy, I structure the message by first introducing the problem or challenge we’re addressing. Then, I present the solution with supporting data and examples, followed by the anticipated outcomes, and finally, end with actionable steps. This logical flow helps folks see the value of the strategy and how we’ll execute it.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
I often utilize body language, eye contact, tone of voice, and facial expressions to reinforce a message and establish rapport. For example, while giving a recent presentation, I made a conscious effort to integrate non-verbal communication to keep the audience engaged. I tend to talk with my hands quite a bit naturally, but I incorporated moving across the stage purposefully to connect with different sections of the audience and modulated my voice to keep the energy high. By reading the audience’s reactions — such as nodding heads and focused eye contact, I knew when they were following along and when I needed to pause or re-engage them.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
One of the greatest advantages of digital communication for me has been the ability to reach a wide, geographically dispersed audience quickly and efficiently. Tools like secure messaging apps and feature-rich video conferencing platforms enable me to keep teams, clients, and stakeholders aligned in real time, no matter where they are. This speed and accessibility are crucial in today’s fast-paced business environment.
However, one challenge I’ve faced is the absence of non-verbal cues, which can lead to misinterpretation in virtual settings. It’s often harder to convey subtle nuances through a screen. To address this, I’ve found that being intentional with my wording, investing in communication training, and occasionally following up with personal conversations helps bridge the gap and ensure clarity in digital interactions.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
One of the most effective ways I’ve found to combat stage fright is thorough preparation. When you know your material inside and out, it greatly reduces anxiety. Practicing a speech multiple times makes it feel more natural when it’s time to deliver it on stage. It’s also helpful to shift your focus away from yourself and onto the audience. Concentrating on how I can help or inspire the audience takes the pressure off.
What additional resources do you recommend for individuals looking to improve communication skills?
I love to read, so I’d recommend “Crucial Conversations” by Kerry Patterson, Joseph Grenny, Ron McMillan, and Al Switzler, which offer essential strategies for navigating high-stakes and tense conversations. Another excellent resource is “The Art of Communicating” by Thich Nhat Hanh, which emphasizes the power of mindful communication.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
There are already so many powerful and impactful movements in existence; rather than reinvent the wheel, I would focus on one that aligns with my passions and drives meaningful economic, social, and cultural change. For me, that movement would be gender equality, which is not just a women’s issue. When women and men have equal rights and opportunities, entire communities thrive. For example, according to the World Bank and McKinsey, advancements towards gender equality would lead to an approximately 20% increase in GDP per capita across countries.
Personally, I’ve seen the value of incorporating equality into my business practices, and it’s been incredibly rewarding to collaborate with national and international organizations dedicated to advancing this cause.
How can our readers further follow you online?
Feel free to follow me on LinkedIn.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.
Impactful Communication: Donnica Hawes-Saunders Of The Averity Group On 5 Essential Techniques For… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.