Impactful Communication: Jennifer Best Of AAE Speakers Bureau On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Be authentic. You will be most effective when you are speaking from a place that is true to yourself. Avoid overused jargon and meaningless fluff words that detract from the point you’re looking to make. Instead, share a related story that shows your personality to the audience, and allow them to get to know you. In this way, you’ll be showing your authentic self to the audience.
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 Jennifer Best.
Jennifer Best brings leadership experience in digital and demand marketing to her role as Vice President of Marketing for AAE Speakers Bureau. Joining the AAE team in March 2020, Best was part of the organization’s coordinated and successful effort to shift product offerings to support virtual events in response to the pandemic. She currently leads brand direction, digital marketing, demand generation, business development, and communications strategies for the company.
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?
I’ve always had an interest in working in the marketing field and that was my major in college. As digital marketing evolved, I found that to be my real career passion. There is something about the cross-section of creativity and technology that appeals to me. I began in the early 2000’s by building and designing websites, expanded my skills into search marketing, social media, and content marketing, and built my career along the way to now lead a marketing team in an exciting industry.
Can you share the most interesting story that happened to you since you started your career?
I’d have to say that starting my current role in the event industry in March of 2020 would be the most interesting. I was relocating from out of state to take the position. My first official day of work was also the first official day of the world being shut down from the pandemic. I was in the office for a few hours that Monday morning for a high-level briefing, grabbed my laptop, and then worked from home for the next few months like so many others. This was also my first time working within the events industry, and that made it more challenging to learn the business as nothing was considered business as usual. There was no playbook for how to evolve our business, so together as a team, we created our own and that helped us persevere through the past few years. I’m glad that nearly 4 years later, I’m still here, learning new things and helping our brand continue to create momentum in the corporate event industry.
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?
- Responsiveness — I have always been one to quickly jump in and respond to requests, changes, and trends. The largest of these would be helping my company pivot to a largely unproven opportunity: virtual event speakers. Coming from the technology sector, I had seen the virtual conference format implemented successfully in the past, so I leaned on this experience to help educate our company and clients about the possibilities. By quickly moving into this new opportunity, my company was well positioned to respond to demand by the summer of 2020.
- Collaboration — I’ve always surrounded myself with rock star team members. I’ve focused on finding people whose strengths are different from my own to help round out the team and create a successful program. One such example is our annual Speaking Industry Benchmark Report, which is about to be in its 3rd edition. The success of this initiative is due to a team effort, from surveys to design to communicating the value. This resource has become an important part of our brand value, and that success does not happen in a silo.
- Going outside your comfort zone — Building a thought-leadership program from the ground up takes a lot of courage. When you look to take a position, share an opinion or projection, or simply provide insight into a topic, you are putting your opinions and ideas out there, and that can sometimes be scary, especially in a polarizing social media landscape. Putting your thoughts and opinions out into the world is how we try to influence changed behaviors through communication. The keys here are remaining thoughtful and intentional about your ideas and being open to a difference of opinion from time to time.
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 able to create harmony and spur action. Through clarity in message and usage of tone, an effective communicator can inspire and educate an audience, create meaningful moments through storytelling, and can make the difference in the success of a project.
How can one tailor their communication style to different audiences or situations?
The most important thing for communicators to realize is that everyone is different. Some people might pick up on subtle tones and implied meanings, while others will take what you say in a more literal sense. Understanding who you’re speaking to is the first step. If you are meeting people for the first time or are unfamiliar with who is in the audience, it’s always better to be more thorough in your communication, pausing to confirm that the other party (or audience) is understanding as needed, and relying on non-verbal cues if nothing else. A simple nod or knowing look can tell you that the other person is following what you’re saying. Similarly, when someone is confused, that’s an opportunity to reset your message and try a different approach.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
At one time in my career, I worked in a large technology company and had colleagues around the world. Many of my colleagues did not speak English as a first language. As I was asked to prepare training materials and later, present these materials during a sales kickoff session, I simplified my wording as much as possible, spoke as slowly as possible, and was sure to provide opportunity for questions both during and after the sessions. I also encouraged people to approach me individually after the session with questions, which some of them did. It took a deliberate effort to make sure that the audience understood the key points that needed to be communicated.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
I’ve always tried to do two things when handling difficult conversations. First, I keep the statements focused on feeling statements, such as “I feel that” or “the team feels”. Without using those terms, my words may come across more forcefully than is needed, and that could make the other person feel defensive or otherwise uncomfortable communicating back to me. Second, I try to keep the conversation productive, calm, and focused on the topic at hand. If I feel the conversation is heading into territory that is reactive, overly emotional, or hurtful to me or others, I’ll request we take a breather and revisit the discussion once everyone is in a better state of mind to do so.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling is an essential component to speaking. The most skilled keynote speakers we work with are effective storytellers, no matter their subject matter expertise. Multiple research studies have shown that storytelling as part of the marketing process can increase sales, drive content sharing, and build trust. The popular BrandStory framework is used by marketers around the world for good reason.
In a keynote speech, stories are often integrated to highlight important points the speaker wants to make. By telling stories in communication, it makes the speech more memorable, using emotion to connect the audience to the points the speaker looks to make.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
1 . Listen first. No great communicator begins with talking. Effective communication begins with listening — to others, to your audience, to your industry — to hear what the current state of the market is today. I do a fair bit of research on the corporate event industry, making note of the trends that seem to be emerging and the pain points that exist for our event organizers today.
2 . Know your audience. After listening, it’s time to research your audience. If you are a speaker, it’s getting a clear picture of the size and background of your audience. Find out as much as possible about their experience levels, job roles, demographic background, and if available, hobbies and interests. Build out an ideal persona profile or two for your audience, and then work that understanding of your audience into your communication. For example, if you know your audience are avid travelers and foodies, you might choose to work in a mention of the last trip you took or a great meal you enjoyed in town.
3 . Customize and prepare. One mistake that some speakers make at this point is creating a canned speech that they repeat again and again regardless of the audience. While mastering your subject matter, you also need to leave room to customize your presentation to the audience at hand. Leave space and integrate customization into your existing speeches, and you’ll be creating a unique communication for that unique audience that resonates for them.
4 . Embrace the pause. A friend and speaker once shared this advice with me: “The secret to speaking is to become comfortable with the pauses. Much like you need chapters in a book or spacing on a web page, you also need pauses in speaking to give the audience time to absorb what you’re saying.” This is a tip I wish I’d learned years ago, and it also speaks to me on such a higher level about more than just communication.
5 . Be authentic. You will be most effective when you are speaking from a place that is true to yourself. Avoid overused jargon and meaningless fluff words that detract from the point you’re looking to make. Instead, share a related story that shows your personality to the audience, and allow them to get to know you. In this way, you’ll be showing your authentic self to the audience.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
I rely on non-verbal cues like nodding and smiling to show the person speaking to me that I’m following what they have to say. In this way, they can continue with their cadence and method of communication. If I raise my hand while someone is speaking to me, the person will likely pause and ask if I have a question, without my needing to interrupt verbally.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
With all the advances in technology, digital communication has become such an inundated method to reach a target audience. It’s more important than ever to stand out, get noticed, and drive action amidst a flood of other distractions and messages. This has been a continuous challenge for communicators.
While new platforms come and go, one thing stays consistent whether we’re talking about digital communication, print communication, billboards, radio ads, and so on. That is, the messages that are the most creative, innovative, and thought-provoking will get attention. The challenge for brands (and people) is to balance those factors while creating a unique voice that is authentic and resonates with the audience it’s intended for while staying true to the brand itself.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Every speaker I have talked to gets some level of stage fright or excitement about taking the stage, myself included. Recognizing that this is a completely normal reaction for even the most highly-skilled speakers should give emerging speakers more confidence that they are feeling exactly how they should.
Practice as much as possible ahead of time. I also do a lot of deep, slow breathing exercises right before I go on stage. Stay in the moment, try to smile, and open with a story that is meaningful to you and will resonate with your audience. After that, because you’ve rehearsed, you’ll find that the rest of your speech flows naturally and you will feel a surge of pride once you’ve completed your speech.
What additional resources do you recommend for individuals looking to improve communication skills?
There are a lot of resources that I recommend to speakers who are looking to break into the industry. Find a speaker coach or consider joining your local National Speakers Association chapter. They offer workshops and training for those looking to hone their craft. I’ve had friends also push themselves out of their communication comfort zone by doing standup comedy, taking on theater roles, and seeking out unpaid speaking opportunities to practice. The best way to improve communication skills is to get out there and do it. And, get someone who is experienced to give you valuable feedback.
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. 🙂
The mental health crisis in our country is finally getting some attention, and I would like to see that progress continue with an unlimited supply of free resources for those unable to afford mental health care.
How can our readers further follow you online?
Follow me on LinkedIn at linkedin.com/in/jenbest6 and check out AAE Speakers Bureau at allamericanspeakers.com.
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: Jennifer Best Of AAE Speakers Bureau 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.