Impactful Communication: Tracy McCartney Of Red Canary Collective & Red Canary Magazine On 5 Essential Techniques for Becoming an Effective Communicator
An Interview With Athalia Monae
Use your authentic, genuine voice. We know that when we use our authentic, genuine voice we communicate much more articulately and persuasively. This nurtures trust so our audience can then count on us to consistently deliver work that educates, motivates and inspires not only themselves, but others, to make a difference.
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 Tracy McCartney Founder Red Canary Collective & Publisher Red Canary Magazine.
Tracy strongly believes our strength as a society is in the Collective — in collaboratively thinking and acting differently to solve today’s urgent environmental and social justice challenges; and in being of service to restoring a world balanced, free and at peace. Prior to founding Red Canary Collective, Tracy worked in advertising, marketing and consulting for over twenty-five years. She was instrumental in building iconic consumer and business brands for such clients as 3M, Weyerhaeuser and Sprint, as well as serving in leadership positions on numerous nonprofit boards. This experience, paired with her passion for how storytelling and social change can intersect, inspired her to pioneer a unique approach to long-form journalism. In 2020, during the COVID-19 pandemic, Tracy launched Red Canary Magazine — an independent publication that amplifies the voices of those actively working towards solving urgent environmental and social justice issues. Today, the award-winning magazine garners global readership among environmental and social-justice change-makers. She is the mother of four daughters, all of whom strive to be responsible stewards of the earth.
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 attended a Catholic Women’s College, The College of St. Catherine’s, set deep in the Midwest. My college experience was a whirlwind of energy and I truly learned about serving the interconnectedness of life, the earth and her inhabitants. I learned how to honor, love and respect all living beings and cherish diversity. This is where I began my studies in creative writing and journalism, and what sparked my interest in the power of storytelling.
I learned about Chief Seattle here as well, a Suquamish and Duwamish chief in the Pacific Northwest, a devoted ecologist best known for eloquent Native American wisdom and writings about humankind’s responsibilities and respect for each other, and all of life including our planet. His words struck a deep chord and have become my mantra: “Humankind has not woven the web of life. We are but one thread within it. Whatever we do to the web, we do to ourselves. All things are bound together. All things connect.”
Whether on a quest for God or watching “the woods” fill up with snow, I understand we all come to a point in our lives when we question our purpose and our path. Many of my teachers were relentless in prodding me toward self-discovery. Now so many years have passed, but because of the experiences I had at the College of Saint Catherine, I have moved past sleeping through life, going through the motions and dying a slow spiritual death. I know who I am. And I know my purpose is to raise the voices for environmental and social justice . . . As Robert Frost says, “The woods are lovely, dark, and deep, but I have promises to keep, and miles to go before I sleep, and miles to go before I sleep.”
Can you share the most interesting story that happened to you since you started your career?
For me, the most interesting story is ongoing. It’s the story of the creation and evolution of Red Canary Magazine. Every day, I feel much gratitude for having met Joe Donnelly, our editor-in-chief, and his team of acclaimed journalists, who each bring decades of experience writing about urgent environmental and social justice issues.
Sometimes the name of a story can hold just as much importance as the story itself. In this case, the name Red Canary holds a particularly symbolic meaning for us. It represents hope for the future and embodies the spirit of the Canary — an animal that exudes joy, liveliness, and optimism.
Our story began with questions. How can we raise the next generation to be stewards of the earth? How can we rapidly acquire the necessary skills and tools for our children to survive and become responsible guardians of the planet? How do we transition from a win-at-all-costs competitive worldview to one that embraces and encourages cooperation? Ultimately, we came to the inevitable conclusion that, much like the canary, we must make some noise. Out of this process, Red Canary Magazine was born.
You are a successful business leader. Which three character traits do you think are most instrumental to your success? Can you please share a story or example for each?
The core values that have been instrumental to my growth and success as a leader: Responsibility, Collaboration and Diversity.
Responsibility: When I talk about responsibility, what I’m really talking about is taking ownership of our role in the environmental and social justice issues we face. It’s vital that each of us take personal responsibility to co-create a better world for today, and for future generations. I feel responsible for ensuring that our readers have access to well-reported, independent journalism. It is our best means to provide citizens with the information, context and best obtainable version of the truth they require to make good decisions in the difficult process of self-governance.
Collaboration: I believe in the power of bringing together a diversity of perspectives to create the impact necessary for meaningful change. For far too long, the idea of competition, regardless of its impact on the environment, has dominated the conversation. I’m determined to move past this by breaking down barriers and forming emotional connections — a method that has successfully inspired creative growth at Red Canary.
Diversity: I honor, love and respect all living beings and cherish diversity. This is reflected in the mission of the magazine — to raise the voices of those working for a sustainable, equitable future. Prioritizing a holistic approach to diversity leads to better practices, policies and outcomes for the health of the planet and the future of its inhabitants.
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 “Effective Communications?” What are the characteristics of an effective communicator?
Effective communication involves exchanging ideas, opinions, knowledge and research in a clear and concise way, so the message lands with clarity and purpose. Ideally, there is an equal exchange of information, and throughout the dialogue each person is present (in the moment), empathic, and understanding. What I have found is that regular honest, genuine, vulnerable communication inspires trust, loyalty, balance, and harmony, as well as action.
How can one tailor their communication style to different audiences or situations?
We use various tools and strategies to tailor our communication to target different audiences, such as Google Analytics and online metrics, research surveys, interviews and focus groups. The more we know about our audience the more effectively we can tailor a message that will resonate and motivate them to take action or learn more.
Can you provide an example of a time when you had to adapt your communication style to reach a particular audience successfully?
Yes, I have been able to adapt my communication style and successfully reach a room full of narcissists, which really isn’t easy! One of the things that seemed to work was active listening and engaging with everything they were saying, including paraphrasing back to them “I believe I heard you say . . .” I found myself using the techniques many coaches use to motivate their athletes — praise, confront, compliment. I kept the discussion short and was able to de-escalate negative conversation by taking a neutral stand.
How do you handle difficult or sensitive conversations while maintaining open and effective communication?
Experience has taught me that often there is more common ground than it may seem on the surface. By really taking the time to listen, find commonality, and see the situation from the other’s perspective, I’ve found that, more often than not, the results are mutually beneficial.
In your experience, how does storytelling play a role in impactful speaking? Why do you think stories are effective in communication?
The power of an effectively told story can change the world. Communicating a truth with enough impact engages a reader or listener to either take action or learn more. If the story connects deeply enough with the reader, a ripple effect occurs, where barriers come down as people are motivated to be vulnerable and share their own story — and as more and more people share their own stories — and more conversations are had — perspectives change. That’s what we’re trying to do with Red Canary Magazine — provoke discussions, inspire reflection and speak to the times with compelling, powerful storytelling.
What are your “5 Essential Techniques for Becoming an Effective Communicator”? If you can, please share a story or an example for each.
1 . Identify your objectives. The overall objective is to communicate a real truth, a genuine story that emotionally connects with the reader and promotes healing. It’s important to remember that the reader is the hero of the story, the journalist’s job is to support the subject in raising their voice, in telling their story.
2 . Listen actively. Active listening puts people at ease and provides an environment for them to reveal their truth. In my first year of journalism classes I interviewed a mime. There was a spate of sexual assaults during this time on our campus and this mime was educating women on how to protect themselves. I intuitively believed the primary reason the mime was engaged with this work was because he himself had been sexually assaulted — and I was right. So I listened intently, put him at ease with my body language and eye contact and I got the real story. He shared it off the record so I couldn’t use it — but the point is, he trusted me enough to tell me his real truth.
3 . Know your audience. We all need to know to whom we are speaking so that what we are saying is received. From the moment we open our mouth or put pen to paper, every word matters. Early in my career, I had the opportunity to present a newspaper loyalty program to William Randolph Hearst III, publisher of The San Francisco Examiner — who entered the room 30 minutes late having just been sailing around the bay and whose mind, needless to say, was definitely not focused on my presentation. Call it youth, call it nerves, but for whatever reason I was unable to go with the flow, or meet him where he was, and needless to say did not read my audience. Instead, I stuck to my script and promptly lost that piece of business. Lesson learned!
4 . Use clear, concise communication that establishes an emotional connection as it relates the truth. Keep the audience engaged, inspired and emotionally connected to the story. Educate and motivate by being vulnerable and sharing your authentic, genuine story — what you discovered along the way and how you healed throughout the whole process. By sharing personal stories, we break down barriers to tough conversations and make room for people to engage and connect with our story, and possibly shift their perspective.
5 . Use your authentic, genuine voice. We know that when we use our authentic, genuine voice we communicate much more articulately and persuasively. This nurtures trust so our audience can then count on us to consistently deliver work that educates, motivates and inspires not only themselves, but others, to make a difference.
How do you integrate non-verbal cues into your communication? Can you provide an example of its importance?
I integrate non-verbal communication, such as listening attentively, maintaining eye contact, using a peaceful and even tone of voice, and open body language all to project a welcoming, easily approachable personality to converse with. This same type of non-verbal communication is used by our journalists, to put subjects at ease, increase trust and encourage people to open up about their story.
How has digital communication changed the way you convey your messages? Are there any specific challenges or advantages you’ve encountered?
Digital communication is instantaneous, far reaching and strengthens the impact of our storytelling through incorporating powerful short films, video, photography and research links into each story. And then, after publishing on our website, we are able to push stories out to the public through precisely timed and targeted regular social media posts and newsletters. We can now easily communicate, comment, send responses, follow, like and share instantly with people all over the world. We can also start conversations, movements and grassroots support quickly and in a much more targeted and timely manner. The challenge is avoiding creating a greater divide between cultures and various unique groups of people. We believe digital communication helps us bring together a wide range of perspectives, across race, gender, sexual identity, age, ethnicity, or disability to create the impact necessary for meaningful change. I believe this helps us all think outside obsolete paradigms to challenge the status quo and to imagine a better world.
Public speaking is a common fear. What techniques or strategies do you recommend managing and overcome stage fright?
The number one thing to remember in overcoming stage fright — you know that blast of adrenalin, heart pounding out of your chest, entire body sweating, shaking like a racehorse, dry mouth gluing your tongue to the back of your throat, Mount Vesuvius erupting in the root of your stomach and up your windpipe landing in a huge lump just behind your teeth blocking all air in a choking kind of feeling — is to breathe. Remember to breathe. Slowly breathe. It’s showtime!
What additional resources do you recommend for individuals looking to improve communication skills?
Aside from Toastmasters International, take a MasterClass on persuasion and speaking, such as Effective and Authentic Communication by Emmy-winning Good Morning America co-host Robin Roberts, or sign up to give a TEDTalk and go through their instruction, or read books on writing and improving communication skills. Some of my favorite books on writing include: Bird By Bird: Some Instructions On Writing And Life by Anne LaMott, On Writing: A Memoir Of The Craft by Stephen King, and Ernest Hemingway On Writing. And for improving communication skills, some of my favorite books are World’s Greatest Speeches by Fingerprint! Publishing, Daring Greatly: How The Courage To Be Vulnerable Transforms The Way We Live, Love, Parent and Lead by Brene Brown, and Unleash The Power of Storytelling: Win Hearts, Change Minds, Get Results by Rob Biesenbach.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the greatest number of people, what would that be? You never know what your idea can trigger. 🙂
If I could start a movement that would bring the greatest good to the greatest number of people, I would start The One Movement: a world where the interconnectedness of life is understood and honored. I believe securing a bright future is possible by amplifying the best of humanity’s thoughts and actions. The challenges we face — as a planet, and as a people — call for an unprecedented collective effort. We were never meant to do this alone. One people. One planet. One home.
How can our readers further follow you online?
The best way is to go to https://redcanarycollective.org/magazine/. From there you can connect with us on all our socials @redcanarymagazine on FaceBook, Instagram, X, LinkedIn, Vimeo and YouTube. Or sign up for our monthly newsletter: Note From The Nest. Most importantly, don’t hesitate to reach out through our Contact Page to let us know how we can raise your voice in telling your story in connection with environmental and social justice.
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: Tracy McCartney Of Red Canary Collective & Red Canary Magazine On 5… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.