Impactful Communication: Sarah Farrant Of NINICO On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Know your audience — Understand who they are, what they care about, and how they listen.
Speak with clarity and authenticity — That means speaking plainly, truthfully, and with purpose. Don’t waste their time.
Engage your listeners — Invite listeners to join you on your journey by telling stories, asking questions, and shifting your energy.
Keep it moving — It’s all about momentum so keep decent pacing and only use words and stories that move your message forward.
Learn from other communicators — Watch how leaders and people you engage with use their voice, pause for effect, and maintain a strong presence.
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 Sarah Farrant, vice president of NINICO Communications.
With more than two decades of leadership experience, Sarah Farrant is a well-liked and trusted public relations professional with an intuitive grasp of brand strategy known for working with clients to deliver compelling messaging and effective campaigns that translate into impactful opportunities and successful outcomes. Her vision and passion for process have been the force behind the public success of some of California’s most reputable brands.
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 began as a technical writer, which provided a strong foundation to build my writing and collaboration skills, but I quickly realized I craved more creativity and connection with my audience. Transitioning into marketing writing opened that door, I loved shaping brand narratives that inspired action and emotion. Then a chance LinkedIn conversation with a former colleague pulled me into public relations, where storytelling, strategy, and spontaneity collide. Every day is different: one moment I’m shaping a brand’s voice, the next I’m navigating a crisis or helping a client strategize new opportunities to create awareness and excitement. PR challenges me to use every tool in my kit, creativity, empathy, analysis, and agility, all in service of helping others communicate more powerfully.
You are a successful business leader. Which three character traits do you think were most instrumental to your success?
Unlike many leaders who focus on the big picture, my success is in the details. I’m less focused on lofty ideals and more on consistent actions that create real outcomes. Being methodical about my work, anticipating needs before they arise, and adapting in real time has allowed me to deliver measurable results. Big visions are important, but they only matter if they are grounded in execution.
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 doesn’t just provide information, they create shared understanding. They connect, engage, and inspire action. That requires clarity, active listening, emotional authenticity, and flexibility. Preparation is key, but so is awareness; reading the room, sensing energy shifts, and adjusting your tone or pace. Great communication isn’t just about being heard; it’s about making others feel seen and understood. You want your audience to do more than listen. You want them to care, to remember, and to think about what you said well after you step off the stage.
How can one tailor their communication style to different audiences or situations?
You have to meet people where they are. I wouldn’t speak to a group of children the same way I would approach talking in front of a group of business women, nor would that be the same as what I might say to friends and family at a casual gathering. You can’t connect if you don’t first understand. Tailoring communication starts with empathy and information, knowing who you’re speaking to, what matters to them, how they absorb information, and how all of that connects you to them. A great communicator adjusts not just language and tone, but energy. Being mindful of your audience can be the difference between a memorable interaction and one that is forgotten in minutes.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
Every audience has a communication style that unlocks their engagement. Recently, I was having a hard time getting a client to engage through regular calls. While I myself am naturally drawn to digital updates for efficiency, I switched to in person meetings with them to see if that would be more effective. Our collaboration immediately improved, trust deepened, shared information flowed more freely, and alignment grew. That experience reinforced something essential: effective communication isn’t about your comfort; it’s about your audience’s connection.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
I lead with kindness and respect. By having a conversation that shows we are in this together, it enables the communication to feel collaborative and open. I want to understand where the other person is coming from and not just assume what is causing the issue. By asking questions to understand perspective, I can frame challenges as shared problems, not opposing sides, which can transform tension into teamwork. When people feel heard, they’re more open to resolution.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling is the key to grabbing someone’s attention and making them care about what you have to say. If you do it right, it can create an emotional connection between the speaker and the listener. A well-told story gives your audience something to feel, not just something to know. That emotional connection is what makes your words endure long after the moment has passed. I want my audience to not just hear what I’m saying, but also remember how it makes them feel because that is how you get people to engage and connect with you.
What are your “5 Essential Techniques for Becoming an Effective Communicator”? If you can, please share a story or an example for each.
- Know your audience — Understand who they are, what they care about, and how they listen.
- Speak with clarity and authenticity — That means speaking plainly, truthfully, and with purpose. Don’t waste their time.
- Engage your listeners — Invite listeners to join you on your journey by telling stories, asking questions, and shifting your energy.
- Keep it moving — It’s all about momentum so keep decent pacing and only use words and stories that move your message forward.
- Learn from other communicators — Watch how leaders and people you engage with use their voice, pause for effect, and maintain a strong presence.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Eye contact, open body language, and good posture invite the audience into your sphere. Eye contact signals confidence, engages with your audience, and encourages them to actively listen and focus on you. Open body language shows active interest and energy in the topic and the audience. As for posture, my dad always said that good posture was the first thing people notice and the easiest way to portray strength and genuine interest. I think about that every time I’m speaking to an audience.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital communication, whether it’s through email or text or chat, is beyond valuable for the speed and efficiency it gives us. But it’s important to consider it also has potential pitfalls. While digital communication allows for instant connection, it strips away tone and nuance. That’s why word choice, punctuation, and context matter now more than ever. I’m always thoughtful about the words I use and how I use them so there isn’t room for misinterpretation.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
I can’t say I have completely overcome my trepidation at public speaking, but I will say that it gets easier with time and experience. The key is preparation, maybe even overpreparation. Know your material so well that your focus shifts from remembering your message to delivering it. I also remind myself that the audience is there because they want to listen to what I have to say and it’s up to me to strengthen that connection through our shared experience. Reframing fear as energy helps transform my anxiety into presence and confidence.
What additional resources do you recommend for individuals looking to improve communication skills?
Read. Read as much as you can. Read everything you can. Read books written in different time periods, in different genres, from different voices. Reading expands your vocabulary, gives you a better understanding of sentence structure, and provides new perspectives and information that can help foster empathy and understanding.
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. 🙂
I would champion a global effort to expand access to education, funneling more of our collective money and resources into increasing education opportunities and access for children, adolescents, and adults, across all levels of education. As Nelson Mandela once said, “Education is the most powerful weapon which you can use to change the world.” I truly believe that education is the key to individual empowerment, societal progress, and the overcoming of global challenges.
How can our readers further follow you online?
https://www.linkedin.com/in/thewritesarah/
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Sarah Farrant Of NINICO On 5 Essential Techniques for Becoming an… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.