Defending Good Science

January 6, 2003

It’s Not What You Say, It’s How You Say It.

Want to conduct an interesting exercise sometime? Watch 60 Minutes with the sound off, and at the end of the show, try to figure out which of the corporate executives were ‘guilty’ and which ones were ‘innocent.’ Chances are good you’ll guess correctly.

Non-verbal communication makes up over half of what a listener actually ‘listens’ to. But even more importantly – non-verbals make up nearly 100% of what your audience decides your ‘guilt or innocence’ upon.

As a rule, verbals are used for factual information. When you’re detailing site statistics on workplace safety, relaying the cause of a fire, or outlining how many pigs are going into your new hog operation, you use actual words and numbers. This is ‘verbal’ communication.

But it’s non-verbal communication which will dictate the ‘emotion’ of your message. Imagine a site manager attempting to convince people that her facility is safe - but her shoulders are slumped and she’s staring at the floor. Are you going to believe her? Of course not.

A key message is only as good as the messenger. A farmer who can’t make eye contact will never convince his neighbours that his new pig barn won’t pollute the water table. A spokesperson won’t convince government authorities that a product is safe if he keeps chewing on his lip and playing with his wedding ring.

Sometimes, bad non-verbals aren’t your fault – but they need to be corrected if you’re in the line of fire. Maybe you need to upgrade your glasses prescription if you squint in order to see clearly. If you’re very tall, like myself, you may want to sit on the corner of a desk or table, rather than stand in a private meeting.

Unfortunately, bad non-verbal communication habits are almost impossible to identify and correct on our own. The single best piece of advice I could give anyone regarding non-verbals is practice, practice, practice - on camera, and repeatedly. Try asking co-workers or associates what nervous habits you may have. Chances are good you’re not even aware you had them. Do you jingle the change in your pockets? Slouch in your chair? Play with your hair? Take note now, rather than when the cameras are on.

There are 77 non-verbal clues which people will interpret, in order to influence trust. Ignore them at your own peril – remember – sometime it’s not what you say, but how you say it.

Checkmate Link of the Month

I have subscribed to Jonathan Bernstein’s Crisis Manager newsletter almost since it’s inception - if you aren't a subscriber, I would thoroughly recommend it. Bernstein is the President of one of the leading crisis management firms in North America, Bernstein Communications. He has also just written Keeping the Wolves at Bay, a media relations primer ‘to be kept at your fingertips.’ Both it and the newsletter are excellent reading.

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