Communication for connection

BY JAMES WILLIAMSON

Communication is ultimately about connection. French President Emmanuel Macron wrote beautifully about the passing of Elizabeth II. It was poetic, empathetic, and importantly communicated the values and the heart of the French people.

Sometimes in business we forget that we’re communicating to fellow humans. We call it ‘corporate communications' and wash out emotion, disinfect devotion. We generalise. We use buzzwords and jargon. We communicate generically to 'the audience' out there ‘somewhere’.

But we may not understand exactly who those people are reading the blog, watching the video, listening to the podcast, digesting the email or the social post. This is a mistake, for your communication will lack resonance, authority and empathy. Worse, it will not create a bond between you and your audience. You’ll have missed a precious opportunity to connect emotionally with your audience and win their trust.

In Macron’s tribute to Elizabeth II he writes:

“Dear citizens of the United Kingdom and the Commonwealth. Aujourd’hui, nous sommes tellement tristes.”

With these two simple lines he embraces the UK and its peoples. But he goes further by connecting the nations bi-lingually. The UK and the French have a shared history of peace and war. Macron seems to fuse these two nations in grief for the death of Elizabeth II.

“With her passing, we all feel an emptiness.”

Macron is right. Even the ardent republicans feel an emptiness, I suspect. Macron’s words are simple, eloquent, honest. They speak from his heart and from the heart of France to the British people, the Commonwealth, and indeed the world.

Macron’s words are also poetic and graceful:

“To you, 
she was your Queen. 

“To us, 
she was THE Queen.

“To us all, 
she would be with us forever.”

Macron’s words are an extraordinary tribute to the passing of one of the most important people of the last hundred years. He says so much in few words. He connects, inspires, and respects.

And he unites: “Nous sommes avec vous.”

I believe that strong communication has common qualities of simplicity, empathy, passion, and purpose. Macron’s statement speaks directly to the British people. “We are with you” is not just a wonderful way to sign off. It carries a promise and a duty.

Corporate communications that truly connect have heart and soul. They make us believe. They make us trust. And they give us resolve.