Impactful Communication: Dina Ross Of Dina Ross Digital Strategy On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Asking for feedback can be scary, but it lets people tell you what they think in a non-intimidating venue. If you ask how you did, people won’t feel like they need to confront you (which also feels good for you!). If you don’t feel threatened, you can really listen to what they have to say, respond in a calm manner, and use the feedback to change for the better in the future.
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 Dina Ross.
Dina Ross is the founder of Dina Ross Digital Strategy which provides digital marketing consulting built on two decades of experience in journalism and professional storytelling for brands like Fox News, Cheddar, and Need2Know. Now she is on a mission to help businesses stay connected to their clients by ensuring they are treating them like the real people they are, even as artificial intelligence becomes more capable. Dina is a respected voice on real-world applications for new communications technology. She has received two Telly Awards and a Promax Award for her work in media and serves as a mentor for young professionals.
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?
As luck would have it, I landed my first real job as the digital era was kicking off. While working as a television producer, my team was tasked with running a web page to promote our show. I volunteered to give it a shot and was thrilled to see our success. Our web page featured announcements, behind-the-scenes exclusives, and even a live chat during the show so that we could bring our TV fans online and our online fans to our show.
As new technology emerged, particularly social media, I began to incorporate that into cross-platform storytelling. While platforms are different, the core strategy is the same: talk to people, listen to what they have to say, and use those insights to make sure you’re providing the information they want and need.
Friends in other industries told me that their companies needed help with creating content, analyzing data, and leading these teams so I decided to start offering my expertise through consulting.
Can you share the most interesting story that happened to you since you started your career?
The job market is tough and you have to move fast! I learned that lesson when I first applied to Cheddar. A former colleague recommended me for a position leading the social media team. I scheduled an interview but before that day arrived, they hired another candidate.
I loved what the company was doing, though, so I reached out again a few months later when they created a new role to lead journalists on the digital team. I got the job and it changed my life. I ended up working with an incredible team and got the opportunity to do exciting new work.
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?
I ask a lot of questions.
As a journalist I got good at noticing when information was confusing or missing. You don’t have to know the answer, but you have to get good at figuring out who to ask. For instance, I worked with an IT team that was building a CMS. Building technology is not one of my skills, but as we went through the process, I learned a lot by asking, and answering, questions that ultimately benefited the end users.
I’m cool under pressure.
I produced presidential debate coverage on Facebook Live in the run up to the 2016 election. This was a fairly new platform and it was a big chance to use it to enhance our coverage. I had the new technology ready to go but as soon as the debate began, the system broke down. Instead of giving up, I began typing out captions as fast as my fingers could go. In the end our coverage was clean, our audience had no idea anything went wrong, and to date the stream has over four million views.
I don’t give up.
I don’t panic in emergencies; I jump into action. When COVID-19 shut down the world in March of 2020, I was leading a small team of digital journalists who jumped on coverage. However, we had dozens of brilliant journalists who suddenly found their regular programs shut-down while the tech team hustled to build a remote way for them to work safely from home. During that brief time, I put our news prod to work covering the unprecedented time — online.
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 says what they mean, and means what they say, in a way that their audience can understand.
This can be so much harder than it sounds. To be an effective communicator you need to feel confident in your voice and message. You also need to have respect for the people listening, who are dedicating valuable time and energy to giving you a chance. That means you need to do your research. Understand who your audience is, what is important to them, and never, ever speak down to them.
How can one tailor their communication style to different audiences or situations?
Your audience is the whole reason you’re getting to share your thoughts in the first place so consider who you’re talking to.
For example, you wouldn’t speak to a room full of fourth graders in the same manner that you would speak to a room full of teachers.
Put yourself in your audience’s shoes. What would you want to hear? What would make you cringe?
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
I loved heading up the Need2Know newsletter while I worked at Cheddar. It was a daily newsletter that shared the top ten things that readers needed to know each morning. Not only did I manage the team, but I also got the chance to write it.
I studied journalism in college and then worked for many years in the hard news industry. When writing about important stories, my style tended to be very formal, but that wasn’t the Need2Know style. The vibe was fun and funny, so I had to adjust my tone to make sure we offered a quick and easy morning read. It’s not easy to change, so I’m very lucky that we found an amazing copyeditor who made sure each edition was on point.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
I recommended being direct, but respectful, when handling difficult or sensitive conversations. Ask questions about points that may not be as clear cut as they seem.
If you are willing to hear someone out, you may be surprised by what you learn. The outcome may not change, but showing someone respect in a difficult time can make a world of difference.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling is a wonderful way to get people to listen. Speak to people, not at people, and they will listen. Storytelling provides a roadmap that lets you make your point in a way that is relatable and gives you credibility.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
Check out the YouTube video here: https://youtu.be/nbKfwXJWQrc
1. Be a Good Listener
Communicating is a two-way street. To be effective you have to understand what your audience needs, so pay attention to what they have to say and respond.
Also, it’s not always about the words people say. They can be telling you something by how they act. For instance, if you run a social media account, you can compare posts side-by-side to see how people react. Are they “liking” your posts? Are they leaving comments? Did they follow or unfollow you? These are all ways of communicating their feelings and, if you listen, you can use that feedback to improve.
2. Ask Questions
Asking questions is a power move and the reason is twofold. First, if you don’t understand something, you have the opportunity to sound smart by digging into the topic, rather than rattle off an uninformed opinion. Second, inquiries can allow you to have hard conversations in a less aggressive manner. If there is a problem, asking questions lets others add context and share their thoughts without having to go on the defensive.
3. Think Before You Speak
Sometimes the first thing that pops into your head is not exactly what you mean to say, so take a beat to decide if it’s the right response. When I was an intern, I received some tough feedback from a manager. She said my comments in meetings weren’t helpful because they were off-topic. I thought I was doing the right thing by speaking up, but when my input wasn’t focused on the topic at hand, I’d get the group off-track.
4. Speak Clearly
I am a rambler. It’s a tough habit to break. But the clearer and more concise you can be, the easier it is for your audience to understand, and remember, what you’re talking about.
5. Ask for Feedback
Asking for feedback can be scary, but it lets people tell you what they think in a non-intimidating venue. If you ask how you did, people won’t feel like they need to confront you (which also feels good for you!). If you don’t feel threatened, you can really listen to what they have to say, respond in a calm manner, and use the feedback to change for the better in the future.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
I am an emotive person and I think many people who speak in live settings, like a one-on-one with their boss or presentation, worry about waving their hands around or revealing too much with their expressions, but those natural movements are what make us human and are an invaluable method of communication.
Of course, there are entire forms of communications that are non-verbal like writing, drawing, photographs, PowerPoint decks, etc. Each of these has its own benefit and, when used well, are critical non-verbal mediums. Using an array of verbal and non-verbal efforts lets you share a more complete message and connect with a wider audience.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital communication allows you to get your message across long-term. Whereas you used to watch a TV show, listen to a song, or read a newspaper article and then move on to the next thing, now your messages can live forever.
That can be good and bad. Email, social media, and text messages give you a better chance to reach people because it gives them the flexibility to access your message on their terms. It also means you need to be very mindful about what you say; mistakes and missteps are not easily forgotten.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Find ways to remind yourself that your audience is made up of regular people just like you.
Your audience may be famous. There may be a lot of people in the room. But they drink coffee in the morning, occasionally send a text message to the wrong person, and remember getting in trouble with their parents — just like you. They definitely all get embarrassed, too.
You can also remind yourself that your public speaking time is finite. Maybe you have five minutes to make your case to your boss or an hour to present a client deck, but after that it will be over and you can treat yourself to a well-deserved treat.
What additional resources do you recommend for individuals looking to improve communication skills?
Preparation is a huge help in improving communication. If you are preparing written communications, write ahead of time, put it aside, and then read it back later out loud. When you say the words out loud you notice quirks and errors you would have missed just by scanning.
Also, make practice a habit. Set aside a little time every day, maybe 30 minutes while your coffee brews in the morning or before you go to bed at night to practice.
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. 🙂
It would be incredible to find a way to get people on opposite sides of hot topics to listen to each other. I worked for conservative political organizations and live in a liberal area. What I have found is that people who hold opposing views, but are willing to listen to someone else’s viewpoint, may not change their mind on a topic. However, they often walk away feeling better about the person with whom they disagree. We are all humans, after all.
How can our readers further follow you online?
If your company is an established brand or funded startup that just can’t figure out how to grow revenue and add clients using email, web, or social media, you should take a look at what I have to offer on www.dinaross.com or check me out 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: Dina Ross Of Dina Ross Digital Strategy 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.