Impactful Communication: Shelly Allhands Of Evergreen Communications On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Active Listening: Communication isn’t just about talking — it’s about truly hearing the other person. Listening with full attention, asking clarifying questions, and reflecting on what you’ve heard ensures clarity and builds stronger connections. Example: Instead of immediately sharing my story, I ask questions to encourage conversation and gather more information. Taking a moment to reflect before responding shows that I value the other person’s perspective.
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 Shelly Allhands.
Shelly holds a Bachelor of Science in Public Relations and Advertising from Florida Southern College and has over a decade of experience in communications and public relations. She is the founder of Evergreen Communications, a Seattle-based consulting agency dedicated to amplifying the voices of changemakers in education and nonprofit sectors. Shelly specializes in crafting compelling narratives, driving impactful public relations strategies, and cultivating meaningful connections between organizations and their audiences. A Seattle resident, she lives with her husband, Jake, and their daughter, Violet. A lifelong advocate for animal welfare, she has fostered more than 50 animals.
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 fell into it organically! If you ask my mom, she’d say I’ve been a natural communicator since I was a kid. Like many college students, I wasn’t sure exactly what I wanted to do, so I chose Communications because it offered so many possibilities. My first internship was with the Museum of Polk Art as a public relations intern, and that’s where I fell in love with nonprofit work. That passion stuck, and over the years, I’ve worked in-house and now as a consultant, helping nonprofits and educators across the country tell their stories and make an impact.
Can you share the most interesting story that happened to you since you started your career?
One of the most memorable moments in my career was working with Jeannette Walls, the author of The Glass Castle, as a guest speaker for a nonprofit fundraising event. It was an incredible experience to meet her, help coordinate the event, and see her impact firsthand. She was kind and inspiring; she even autographed my book and took a picture with me!
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?
Grit — As Detroit Lions head coach Dan Campbell says, grit. One of the toughest moments in my career was losing my job when I was three months pregnant. That was terrifying. As many women know, job hunting while pregnant isn’t easy. My career aspirations and priorities shifted when my daughter was born, leading me into consulting. It’s been incredibly rewarding, but it also comes with rejection — you must believe in yourself and keep pushing forward. That’s not to say I haven’t worked with amazing people and teams, but success doesn’t come without a fight!
Patience — You don’t start as an expert. It takes time, effort, and a willingness to learn. Early in my career, I had to remind myself that expertise isn’t instant — it’s built by putting in the work, finding mentors, and continuously refining your skills. There’s no shortcut, but patience pays off in the long run.
Love of Learning — In communications, trends shift constantly. New tools emerge, best practices evolve, and how people consume information changes. Staying ahead means constantly learning, whether testing a new digital tool, refining messaging strategies, or adapting to shifts in media and PR.
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 isn’t just someone who speaks well; they listen just as much as they talk (if not more!). They know how to adjust their message based on their audience and deliver information in a clear, concise, and engaging way.
Some key characteristics of an effective communicator include:
- Active listening — Truly hearing and understanding the other person, rather than just waiting for your turn to speak.
- Authenticity — People connect with real, honest communication. Being yourself builds trust.
- Clarity — Getting to the point without unnecessary fluff ensures your message is understood. I know this one can be tough — I struggle with the fluff!
- Empathy — Understanding different perspectives and adapting your communication accordingly.
Being an effective communicator isn’t about saying more — it’s about saying what matters in a way that resonates.
How can one tailor their communication style to different audiences or situations?
- Know your audience’s knowledge level. Consider what they already understand, and avoid industry jargon if they are not experts. If you’re speaking to the general public, keep it simple and relatable.
- Choose the right channel — Not every audience engages the same way. Research where they’re most active — whether it’s email, social media, in-person meetings, or video content — and meet them there.
- Incorporate visuals — An image, infographic, or video can make complex ideas easier to understand and more engaging.
- Ask for feedback. Communication is a two-way street. Checking in to see if your message was understood (and adjusting if needed) helps ensure a real connection and clarity.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
As a communications professional, I regularly adapt my messaging to different audiences, especially when working across multiple media platforms. Social media, in particular, requires a strategic approach because each platform attracts a different audience with different expectations.
For example, when crafting a post for LinkedIn, I focus on professional, informative content — maybe a thought leadership piece about trends in education or nonprofit marketing. But on Instagram, the tone shifts to be more visual and engaging, with content that resonates emotionally and is easy to digest quickly. Facebook often skews toward parents and community members, so posts there might highlight family involvement or school success stories. Meanwhile, X (formerly Twitter) requires a LOT of concise, high-impact content that encourages conversation.
Beyond platform-specific differences, there are also multiple audiences within a single account. Take a school’s social media presence — parents, teachers, students, and prospective families engage with the same content for different reasons. A post about an upcoming school event might be framed as a fun experience for students, a proud moment for parents, and a showcase of community engagement for prospective families. Finding the right balance ensures that messaging is effective without alienating any group.
This constant adaptation makes communication both challenging and rewarding. Understanding the nuances of each audience and tailoring content accordingly is key to ensuring messages reach the right people at the right time.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
Handling difficult or sensitive conversations isn’t easy, but approaching them with empathy and clarity makes all the difference. Here’s how I navigate these tricky situations while keeping communication open and effective:
- Lead with empathy. Before proposing solutions, I acknowledge the other person’s perspective. A simple “I know this is a tough situation, and I appreciate you sharing your thoughts” can set a much better tone.
- Stay calm and composed. It’s natural for emotions to run high, but I’ve learned that taking a deep breath and staying steady helps me stay productive. Staying calm also encourages others to do the same.
- Be clear and direct, but kind — I try to avoid vague language or sugarcoating. People appreciate honesty, but how you deliver it matters. I frame things in a straightforward yet respectful way — something like, “I want to be upfront about this so we can find a solution together.”
- Listen more than you speak — Sometimes, people just need to feel heard. I focus on really listening — nodding, paraphrasing, or asking questions to make sure I understand their perspective before responding. It makes a huge difference.
- Follow–up: I always try to check in after the conversation. A quick recap or follow-up message can reinforce understanding and show that I genuinely care about resolving issues.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling is at the heart of everything I do. It grabs people’s attention, makes information memorable, and, most importantly, drives action.
Think about it — when was the last time you remembered a speech packed with facts and stats alone? Probably not often. But a great story? That sticks with you. Stories create an emotional connection, making people feel something rather than just hearing words. Whether a personal anecdote, a case study, or a powerful metaphor, storytelling turns communication into something engaging and relatable.
That said, don’t forget to throw in a stat or two! A compelling story draws people in, but pairing it with a well-placed fact or data point adds credibility and reinforces your message.
What are your “5 Essential Techniques for Becoming an Effective Communicator”?
Strong communication skills aren’t just important in the workplace — they’re just as valuable in personal relationships. Whether you’re leading a team, engaging with clients, or having a meaningful conversation with a friend, the ability to communicate clearly and effectively can strengthen connections, prevent misunderstandings, and drive positive outcomes. Here are five essential techniques that apply in both personal and professional settings:
1. Active Listening: Communication isn’t just about talking — it’s about truly hearing the other person. Listening with full attention, asking clarifying questions, and reflecting on what you’ve heard ensures clarity and builds stronger connections.
Example: Instead of immediately sharing my story, I ask questions to encourage conversation and gather more information. Taking a moment to reflect before responding shows that I value the other person’s perspective.
2. Adaptability: Tailoring to Your Audience
Different audiences require different messaging. Adjusting tone, content, and delivery ensures your message resonates with the right people.
Example: In nonprofit work, stakeholders, clients, volunteers, and staff all need to be communicated with differently. A report for donors focuses on impact metrics, while communication with volunteers highlights personal connections and community involvement.
3. Storytelling for Impact
Facts inform, but stories inspire. Emotionally engaging narratives make messages more memorable and persuasive.
Example: Instead of saying, “We helped 500 students,” I highlight one student’s journey — where they started, how they were supported, and the difference it made in their life — making the impact feel real and personal.
4. Nonverbal Communication
Body language, tone, and facial expressions can enhance — or undermine — your message. Being mindful of these cues strengthens communication.
Example: A confident stance and purposeful gestures improve public speaking, making the speaker appear more credible and engaging.
5. Emotional Intelligence: Empathy & Understanding Your Audience
Effective communication is about more than what you say; it also involves how you receive it. People are more receptive when they feel heard and valued.
Example: In difficult conversations, simply acknowledging someone’s concerns — rather than immediately offering solutions — can make them more open to hearing your message. When people feel understood, communication becomes far more effective.
Applying these techniques can strengthen connections, foster trust, and improve communication in professional and personal interactions.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Gestures, eye contact, and tone are just a few ways I integrate nonverbal cues into my communication. Nonverbal communication often carries more weight than the words we say. According to The Art of Nonverbal Communication in Practice by Dr. Raymond H. Hull, experts estimate that nonverbal communication accounts for about 70% of our interactions.
Think about a time when someone asked if you were okay, and you responded with a quick “I’m fine” — but then slammed the car door shut. That door slam probably said more than your words ever could. Our body language, expressions, and even the energy we bring into a room shape how others perceive us.
That’s why ensuring your verbal and nonverbal communication aligns is so essential. When you walk into a room, you have just a few minutes before people make their first impression. So walk in with confidence, make eye contact, and be aware of the unspoken messages you’re sending. They often speak louder than words.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
There are so many more platforms and ways to share a message, and things evolve so quickly that staying current on best practices is essential.
With the rise of instant communication, speed is both a benefit and a challenge. While we can send messages faster than ever, this increases the risk of errors or misinformation. Double-checking facts and ensuring accuracy are more important than ever.
Another major shift is attention spans. You have only a few seconds to grab your audience’s attention before they scroll away, so crafting engaging and concise messages is key. Ironically, short-form content — like social media posts, captions, and snappy headlines — often takes more time and effort to create than long-form content because every word has to work harder.
That said, digital communication has opened the door to many creative ways to connect — whether through interactive storytelling, multimedia content, or real-time engagement. It keeps us on our toes and makes communication more dynamic and exciting than ever before.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
Public speaking is one of the most common fears, but the good news is that it can be managed and even become a strength.
First, preparation is key. The more you practice, the more confident you’ll feel. Make sure you truly know your topic inside and out — research it thoroughly, anticipate possible questions, and practice delivering your main points in a way that feels natural to you.
But people don’t always realize that acknowledging your nerves instead of trying to suppress them can help. A little bit of stage fright is normal and even beneficial — it shows you care. Instead of seeing nerves as a weakness, reframe them as energy you can channel into enthusiasm and connection with your audience.
And don’t forget about body language. Stand tall, make eye contact, and use purposeful gestures to reinforce your points. A strong physical presence can actually help trick your brain into feeling more confident.
The more you put yourself out there, the easier it gets.
What additional resources do you recommend for individuals looking to improve communication skills?
There are so many great resources to help improve communication skills, whether you’re looking to sharpen your writing, boost your public speaking confidence, or become a more effective communicator in everyday conversations. Here are a few of my favorites:
- Podcasts like The Communication Guys — This podcast has practical tips and strategies for becoming a more effective communicator in personal and professional settings.
- Grammarly — It catches spelling and grammar mistakes and explains the corrections, helping you learn and refine your writing over time.
- Hemingway Editor — This tool is a game changer if you tend to write long, wordy sentences. It highlights complex phrasing and passive voice, helping you write more clearly and concisely.
- Toastmasters International — If public speaking makes you nervous, Toastmasters is one of the best ways to build confidence. It’s a supportive community where you can practice speaking, get constructive feedback, and improve your presentation skills.
- Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content — Ann Handley — A great resource for improving your writing, whether for business, social media, or everyday communication. Handley provides practical tips for making your content clear, engaging, and effective.
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’ve always loved reading. It’s a great way to continue learning, spark creativity, and connect with others. Books open doors to new perspectives, whether through personal development, fiction, or exploring different cultures and ideas. They can also bring people together!
Take my husband, for example. He hadn’t read a book since college, but he decided to start reading with me so we could share a hobby. Now, we love discussing books as we go. Right now, we’re reading Onyx Storm by Rebecca Yarros, and we just finished Dinner with Vampires by Bethany Joy Lenz, a captivating memoir!
This movement would encourage people to read at least one book monthly, whether for personal enrichment, professional development, or fun. The book could be fiction, nonfiction, or an audiobook! Beyond individual benefits, it’s an opportunity to create shared experiences by joining a book club, reading with a partner, or swapping recommendations with friends.
How can our readers further follow you online?
I’d love to connect with readers on LinkedIn to share insights and keep learning together! https://www.linkedin.com/in/shellyallhands/
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Shelly Allhands Of Evergreen Communications 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.