The importance of communications in a political campaign cannot be overstated. Jacob Sesinyi, associate at Baird’s CMC, believes that the American president, Barack Hussein Obama’s recent election campaign showcased communications at its best.
“Obama’s achievement illustrated the sheer power of good communication. His presidential campaign was not too technical or too philosophical. It just stated facts in the simplest way possible for people to understand and appreciate, which is the crux of effective communication. You cannot buy that understanding and support, or get it by throwing extravagant parties. No, you must tell it how it is. Obama said, ‘I want to change America.’ Then, he told the people how he was going to go about doing that. He said, ‘I will do X, Y, and Z – that’s how.’” explains Jacob.
The same principles hold true for good corporate communications too. Says Jacob, “For a company, the most important thing is to correctly communicate whatever it is going. You can have an excellent project or policy, but if you don’t communicate it well, it is a flop! Communications has to be an integral part of strategic planning – it cannot come as an afterthought. Companies should be aware of the reputational implications of each decision. If they can have benefits of knowing possible implications, they can be proactive.”
In the end, what drives communications experts like Jacob is harnessing the potential of something everybody has but is always underestimated in power – communicating with people. Says Jacob, “It is an amazing realization – knowing that by listening, talking, giving and receiving feedback, and appraising, you can save millions and really make a difference.”