Impactful Communication: Brian Kroeker Of Little Rock Printing On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Be honest: When you always speak the truth, you never have to second-guess yourself. It makes communication much smoother and more genuine.
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 Brian Kroeker.
Brian Kroeker is the President of Little Rock Printing, where he has been instrumental since 2004. Under his leadership, the company has transformed from a traditional print shop into a fully digital, e-commerce-driven printing solution. Brian oversees strategic activities, expanding services to meet the needs of individuals, entrepreneurs, and organizations. Committed to community engagement, he also serves as the Industry Chair on the Board of Advisors for the Graphic Communications & Print Technology program at SAIT.
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 is someone who is honest, authentic, and listens actively. They speak with clarity and focus on topics they know well, providing depth and insight. They also know when to listen and learn, especially when a subject is outside their expertise. By maintaining a positive tone and creating a welcoming environment, they foster genuine engagement and build stronger connections with others.
How can one tailor their communication style to different audiences or situations?
Tailoring your communication style to different audiences or situations starts with being genuine. When you stay true to who you are, your message will naturally resonate more, regardless of the audience. However, it’s also important to be mindful of the context and adjust your approach accordingly. For example, if you’re speaking with experts, you can dive deeper into the details, while in more casual settings, keeping things clear and simple might be more effective. Listening actively is key — by understanding the needs and expectations of your audience, you can adapt your tone and content to create a more engaging and meaningful conversation. Ultimately, being authentic and adjusting your communication to fit the situation helps build trust and strengthen connections.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
One time, I was leading a team that had been underperforming, and I was preparing to address the group about the need for more focus and motivation. I was ready to take on a more “boss” or “motivator” role, hoping to push the team to improve. However, just before I addressed them, I learned that there had been an incident involving someone’s safety and an injury that had directly contributed to the team’s poor performance. Suddenly, my approach needed to shift completely. Instead of focusing on motivating the team, I had to adopt a more empathetic communication style. I needed to acknowledge the seriousness of the situation and show understanding for what they had gone through. It was a quick change, but I’m thankful I adjusted, because my original tone and attitude would have been completely out of place given the circumstances. Shifting to a more supportive and understanding approach allowed me to connect with the team in a way that was much more appropriate and effective for the situation.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
In my experience, handling difficult or sensitive conversations comes down to listening and truly understanding the other person’s perspective, even if it’s just one individual. I remember a time when I had to speak to a team member who wasn’t meeting expectations. Initially, I was ready to address the issue head-on with feedback, but I took a step back and really listened to their side first. It turned out they were dealing with personal challenges that were affecting their work. By taking the time to listen and empathize, I was able to have a more productive conversation that focused on support and solutions rather than just pointing out the problem. The key is to create a space where the other person feels heard and understood, which often leads to a more open and effective conversation, even in the most sensitive situations.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
In my experience, storytelling is one of the most powerful tools in impactful speaking, but it only works if the story is true, genuine, and authentic. People are naturally drawn to great stories — they resonate with emotions, experiences, and lessons that feel real. When you’re honest and authentic in your storytelling, it captivates your audience and builds a deeper connection. For example, the parables in the Bible are such a powerful form of communication because they’re rooted in truth and convey important life lessons in a way that feels relatable and meaningful. The best stories are the ones that come from real experiences and emotions, and when you tell them in a genuine way, they leave a lasting impression and make your message more memorable. Ultimately, a well-told story that is true to who you are will always engage people in a deeper way than just facts or data alone.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
- Be honest: When you always speak the truth, you never have to second-guess yourself. It makes communication much smoother and more genuine.
- Be yourself: Honesty and authenticity go hand in hand. When you’re true to who you are, you come across as more natural, interesting, and confident — leading to better engagement and more meaningful conversations.
- Talk about what you know: Stick to topics where you have real expertise. We all have areas where we’re knowledgeable, so focus on those. People can tell when you don’t have depth on a subject. If something’s outside your expertise, be honest about it, listen more, and learn from others.
- Listen actively: One of the most important lessons in communication is learning to truly listen. Don’t think about what you’ll say next while someone is talking — just focus on understanding them. Pay attention to their words, and try mirroring key points to deepen the conversation. This not only shows respect but also helps you engage more effectively.
- Smile and use a calm tone: Your tone of voice can greatly impact how a conversation flows. Take the time to speak calmly and with a smile, creating a positive and welcoming environment for the discussion.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Reading the room and paying attention to body language is key to effective communication, but it’s important to remember not to lose focus on your message. Non-verbal cues can tell you a lot about how your audience is receiving what you’re saying, and sometimes you need to pivot your approach based on those cues. For example, I was once leading a meeting and noticed that some people in the room were disengaged, looking down or shifting uncomfortably. Instead of continuing with my planned approach, I adjusted by asking more questions and engaging with the group directly to bring them into the conversation. This shift helped re-engage them and allowed me to communicate more effectively. By staying aware of body language, I was able to adapt my delivery without changing the core message, ensuring it was received in the way I intended.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital communication has definitely changed the way I convey messages, and one of the biggest challenges is getting tone across clearly. Without facial expressions, body language, or vocal inflection, it’s easy for messages to be misunderstood. What I’ve learned is that staying genuine in your responses is key — people can often sense when you’re being authentic, even in digital formats. I also make it a point to reread messages before sending them to ensure I’m not missing key points or coming across in a way I didn’t intend. While digital communication can sometimes lack nuance, taking the extra step to double-check and keep things clear and sincere helps ensure the message is received as intended, maintaining that personal connection even without face-to-face interaction.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Unfortunately, in my experience, the best way to overcome stage fright is simply through practice. “Experience is the best teacher,” and the more you put yourself in those situations, the more comfortable you become. Start by speaking in front of smaller, more manageable audiences and gradually work your way up to larger ones. The key is to practice as much as possible, allowing yourself to learn from each experience and build your confidence over time. The more you practice, the less intimidating it becomes, and you’ll start to feel more in control of your message and your nerves.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Brian Kroeker Of Little Rock Printing 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.