I was speaking at a conference last week on The Truth Strategy, when a gentleman asked me, “What do you do when you’re telling the honest truth but your audience thinks that you’re really just spouting spin?”
Wow. Have we become so cynical that even the truth — the real, authentic truth — is often perceived as spin? Heck ya! For the past two decades, professional communications has been considered the work of “spin doctors”, “fixers”, “talking heads” and “propagandists” (and many other colourful terms not suitable for publication).
Truth used to be the hero in a time of crisis. The Truth rode in on a white horse, with a white hat and gleaming white teeth, saving the day with credibility and honest words. But for many years, corporate and political communications have been seen as the dastardly and manipulative villain, twirling an evil moustache as untruths and spin comes pouring out of its less-than-perfect-hygiene mouth.
Yes, the public has become jaded about truth.
But now, as the public has more information tools than ever before, from access-to-information requests to unprecedented on-line capabilities, they can research, review and evaluate available facts. They can discern facts from fiction and find their own truth. We should welcome this new reality because with its arrival, we can say goodbye to spin. To be effective, spin relies on limited knowledge, limited access and limited news cycles. But the Internet is proving to be limitless.
So, if spin is out and truth is in, how do we break through the public’s perception filter of cynicism and mistrust? Let’s start with three actions that will help you communicate your truth in a way that elicits trust:
1) Believe in what you’re saying: Spokespeople often look either a) uncertain, or b) too slick. If you believe in the truth you are speaking, then own that belief. Deliver your message with confidence, authenticity and respect for your audience. Be yourself as you deliver the information – from wearing what you would normally wear to speaking in your usual style. (See point #2).
2) Use plain language: When spokespeople speak in “legal-ese”, acronyms or technical language, people assume you are trying to baffle them with BS. Deliver information as if you’re having a conversation with a friend or colleague from outside your organization – one who wouldn’t know all your fancy words and terms.
3) Admit your mistakes and act to correct them: If your need to communicate stems from a mistake your company has made, don’t just try to explain it away or minimize its impact. Apologize for it – sincerely. And demonstrate your commitment to your audience by offering a solution or committing to getting back to your audience with a solution ASAP. And then deliver on your promise.
These simple steps will significantly help you eliminate the perception of spin and create believers in your truth. The more you practice this approach, the more your credibility is strengthened, leading to better relationships with your audience.
– Mo Douglas
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