Impactful Communication: Steve Turner On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
First, look the part. Be attentive. Focus on nonverbal communication. If you continually look away and appear uninterested or fidgety the individual will know you are not really interested in what they have to say. An example-the best public speakers I have seen focus squarely on the audience. They will look many of the attendees in the eyes as they speak. Most will elicit audience feedback. It is difficult for an attendee to constantly check their cell phone or zone out when they know the speaker is watching them.
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 Steve Turner
Steve Turner is the owner and principal of Solomon Turner PR in St. Louis, MO. Now in its third decade of providing communications services to corporations, businesses, nonprofits, authors and speakers, the firm has been named one of the top PR firms in St. Louis for 17 straight years by Small Business Monthly. Steve leads a team dedicated to helping clients reach their marketing objectives and impact the communities they serve. He is the author of PR THAT WORKS-Real Strategies. Real Campaigns. Real Results. and was named a Rockstar Publicist by Authority/Medium magazine.
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 wanted to be a sports broadcaster and graduated with a degree in Journalism from the University of Missouri. Upon graduation I secured a job broadcasting sports and news for a radio station in Georgia and then moved to several other markets doing play-by-play and selling on-air advertising. Eventually I moved into radio station management and found enjoyment in the creative process of developing ad campaigns for clients. I liked presenting big ideas to businesses that included not just radio but others of communication. When my broadcasting aspirations stalled, I moved back to my hometown in St. Louis and started my own public relations firm. A few years later I met the love of my life, Shelly Solomon, who owned an advertising agency. We decided to merge our talents both personally and professionally, and formed Solomon Turner, offering advertising and PR services. The agency has thrived for over three decades.
Can you share the most interesting story that happened to you since you started your career?
Many will call this the law of attraction. I had been listening to cassette albums (this was before iPhones and iPods) of Brian Tracy, a highly skilled motivational speaker. I was working with a client who was getting ready to do an interview at a local radio station when a gentleman popped into the lobby carrying a dozen Brian Tracy cassette albums. Tracy would be coming to St. Louis to do a public seminar and needed promotion. I quickly extended my hand and started a conversation about how much I enjoyed Tracy’s teachings and, as PR professional, could help make their event a large success. I would later meet with all three seminar partners and enact a trial agreement. We were successful in launching several media hits on radio and in print. The result was great attendance, and lots of tickets sold. The partners then hired us to promote Tracy’s seminars across the nation. Soon, one of Tracy’s event managers left to work with a fast-rising speaker named Tony Robbins. He called us and said Robbins needed us, and we put together an agreement with their people. Other promoters learned about our success, and we were hired for all types of events. The notoriety of working for Tracy, Robbins and others helped us land clients with all types of businesses. The experience was highly rewarding both personally and financially. And to think it all began with a handshake.
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?
One is strong communications skills. We are in public relations, and to survive you need to be a great communicator. This includes helping brands shape their narrative in short, concise statements for printed pieces, blogs and social posts, as well as presenting your point of view during a verbal presentation. The verbal skills will help you land new clients and advance your career. I have prided myself on constantly improving these skills.
An example, the ability to pitch stories for multiple clients has helped secure features in top tier media to include network and local news broadcasts, national print publications, and respected trade journals.
Second is the ability to sell. Once you have refined your communication skills to a high level you need to use them to sell your ideas to others. This includes influencing your team, your leadership and management, journalists and influencers, and your clients. In any business, those without the ability to sell will spend their careers working for someone who can.
The ability to sell our services to the promoters of the Brian Tracy seminars helped us land not just their business, but dozens of other clients and tens of thousands of dollars in revenue.
Thirdly, is to have a long-term goal in mind and realize it takes discipline and commitment to achieve it. We wanted to build a thriving agency and of course generate enough revenue to live comfortably and enjoy the fruits of our labor. It took effort, constant education, and plenty of challenging days to get there. Despite what you see on social media and TV, nothing happens overnight. It takes years to become highly successful.
A good example is when the internet was launched. We were in business prior to the advent of the world wide web. When the internet became the focus of business interaction many agency owners refused to learn the new technology and either retired, sold to another firm, or simply closed. We educated ourselves on the new tech and made it part of our operations. I still spend time exploring and learning new technology such as AI and adapting it to our business.
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 one who can state their argument, opinion or pitch clearly and succinctly. They can read the room and adapt their talk to the audience. They are skilled at using voice inflection to emphasize various points. They are calm and analytical and will consider various options before responding.
How can one tailor their communication style to different audiences or situations?
First, spend some time learning about the people or audience you will be speaking with. Then if people have a certain communications style make sure you adapt yours to fit theirs. An older audience may require one approach, a younger one something different. Those in the Eastern part of the U.S. may share a different style than those in the South. Dress for the audience, it will help in your presentation. Some audiences prefer storytelling and a “show me don’t tell me” approach. If you’re speaking one-on-one to an individual or a small group and don’t seem to be getting through to them, regroup and try stating things in a different way.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
Yes, when I first moved from Missouri to Georgia I realized they spoke differently. They had that wonderful Southern drawl and their own colloquialisms. Many thought I had an Eastern accent though I was from the Midwest. I had to slow down and adjust my speech pattern.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
In cases like this the first part is to express sincerity and empathy. Refrain from being judgmental. Make sure you are focused solely on the person making the sensitive remarks and not looking away at others in the room. Respond that you hear them and understand their situation. After listening intently, you can either agree with them (provided you do agree) or say, “You know, I faced a similar situation a few years ago. Here’s how I had to adjust and handle the situation. It seemed to work for me. Perhaps it will work for you.” You can watch and listen to how they respond and adjust accordingly.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
Storytelling is highly impactful and the best communicators weave in personal stories into their communication style. It adds connection and emphasis to any conversation. It all dates to when we were children. Our parents read books to us, and we used our young imaginations to turn those tales into memorable stories. Depending on the audience and conversation a good communicator often adds personal anecdotes. A business audience might appreciate… “Our payroll was $50,000 but we just had $10,000 in the bank. Paychecks needed to come out in just three days. I was a wreck. Here’s what I did to get the money…”
A personal story could be… “On a personal note, I once had lunch with a member of the White House. You won’t believe how that came about.”
What are your “5 Essential Techniques for Becoming an Effective Communicator”? If you can, please share a story or an example for each.
First, look the part. Be attentive. Focus on nonverbal communication. If you continually look away and appear uninterested or fidgety the individual will know you are not really interested in what they have to say. An example-the best public speakers I have seen focus squarely on the audience. They will look many of the attendees in the eyes as they speak. Most will elicit audience feedback. It is difficult for an attendee to constantly check their cell phone or zone out when they know the speaker is watching them.
Second, I would suggest listening carefully. Focus on what the individual is saying and then try to read between the lines to see what they really mean and if there is an issue that is bothering them. An example- Elicit feedback. Ask, “I hear you. To clarify, is this what you are actually saying?…
Thirdly, respond rather than react. Many people like to chime in right away or quickly make a statement or comment before the other person is even finished explaining their problem or point of view. A good communicator listens to the person’s entire argument or point of focus before responding. They listen carefully, quickly analyze how to respond, and then supply feedback that is on point. A good example would be to listen to a person’s conversation in its entirety. Nod that you understand. Then wait a few seconds after they are finished before you respond. This way you are letting them get their entire story or point across, demonstrating you are interested in them and their point of view, and responding in a helpful way.
Fourth, speak in short, easy to understand sentences. A good communicator can express their thoughts in clear, concise statements. No need for a five-minute dialogue that confuses the listener or indicates you really weren’t listening to what they had to say. No one wants to hear someone babble in disjointed sentences. How many times have we had to listen to someone yack away endlessly without quickly getting to the point. We lose interest and tune out. Good communicators respond with a well-crafted, well thought out response.
Finally, encourage feedback. Good communicators encourage their listener to respond back to what they are saying. This shows empathy and ensures you understand what the other party was saying. If something was misunderstood, you can acknowledge their feelings and point of view and adjust your response. A good example would be… “So let’s focus on your situation. You are saying….” Then acknowledge that you understand and then readjust to what they really are trying to communicate.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
Yes, non-verbal cues can make or break a conversation and can negatively impact your ability as a communicator. First, if you are a CEO, business professional, or someone of authority, you need to be perceived for the role you have. Dress is important. Business attire is highly desirable over t-shirts and tattered jeans. Second, you need to focus on the person you are speaking with. You should be totally present. Refrain from checking your cellphone or constantly surveying the room. Give them the time and look at them straight on. They’ll feel like they are the most important person in the room. Thirdly, keep your body calm. Some will incessantly wave their arms or change postures as part of their communication style. This can confuse the listener and to them, indicate you are not really listening to their point of view.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital communication has without a doubt changed the way we convey messages. It has transformed human conversation into short sound bites. It has impacted the attention span of most humans, and not in a good way. In a number of cases, social media has replaced words with digital images and videos. Those in business are faced with the challenges of adding more photos, graphics and videos (if possible) to their presentations. I have encountered this personally. Several years ago, long case studies were a highly acceptable vehicle to demonstrate a business or person’s expertise in a certain subject area. Today those should be no longer than one page with a photo or graphic at the top. In some ways it helps to consolidate a sales pitch into a shorter, more concise format. Those wishing to learn more about your company will often ask for additional information.
Public speaking is a common fear. What techniques or strategies do you recommend to manage and overcome stage fright?
This is the age-old conundrum. You are invited to speak before a highly targeted group that could impact your business or career, but you are scared to death of getting in front of an audience. Should you accept or decline? I have worked with many great speakers, including Brian Tracy and Tony Robbins, and have personally addressed many audiences from as small as five to ten, to over 1,000. And, as highly prepared as you can be, you still will have nervousness and anxiety as you approach the stage. It’s part of the process. Some say they get “butterflies” when they have to speak. A good analogy is yes you will get butterflies but make sure those butterflies fly in formation. The first step is to learn your material as thoroughly as possible. Don’t memorize it but get a great grasp on it. Second is to rehearse your talk. Do it two or three times or more until you feel comfortable with the presentation and your ability to deliver it. You can do a sample presentation to your family or friends and see if they get the message you are trying to get across. Third is to check on the equipment you will need as part of your presentation. If you use PowerPoint, graphics and videos as part of your talk you need to ensure the computer and audio/visual system is working appropriately prior to your talk. It always makes sense to arrive at your speaking destination well in advance and make sure everything works appropriately. It’s too late to get another adapter or change the interface when you arrive just 30 minutes before you speak. Concurrently it is always good to have a Plan B in case the tech isn’t working. You can print out key slides and graphics and have those ready for attendees so they can follow along. Many speakers will also have a pre-seminar ritual. They will jump up and down. Some will do a series of floor exercises. Others will meditate. Each can calm the nerves and provide the energy to command the stage. So should you face your fears and accept your speaking engagement? The answer is a resounding yes. Once you begin your talk you will find anxiety will recede and your level of comfort will rise. You may even enjoy the experience to the point where you will be propelled to seek your next engagement.
What additional resources do you recommend for individuals looking to improve communication skills?
I would highly recommend enrolling with Dale Carnegie and joining Toastmasters. Carnegie will provide one-on-one training to build confidence and improve people, sales and speaking skills.
Toastmasters will hone your public speaking skills and help with the art of persuasion. Those who wish to do media interviews can contract with a media training professional who can help them navigate through the nuances of meeting with TV and print journalists.
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 love that some schools are prohibiting cell phones during classes. According to reports it is already having a positive impact on children’s attentiveness in class and improving their communication skills. I would create a mandatory communications class where the students share stories and ideas verbally. They can read those aloud, discuss them and gain feedback. I believe those types of classes will help Gen Z and Gen Alpha enhance their social skills and their ability to communicate.
How can our readers further follow you online?
Visit https://solomonturner.com, https://getprthatworks.com,
LinkedIn-https://www.linkedin.com/in/steveturnerpr/ Google or AI search me at steveturnerpr.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Impactful Communication: Steve Turner On 5 Essential Techniques for Becoming an Effective… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.