What does it really mean to be a global company? From a communications perspective, it certainly demands that we all speak the same language, whether its in English, Chinese, French, Danish or Bahasa Malayu. For that matter, whether it’s US English, UK English, Aussie, Kiwi or South African. Challenge? You bet.
It was that challenge that carried me recently to Malaysia, my first foray beyond the western hemisphere. As the guests of SAS Malaysia , we – my colleague Bart Queen of C3 Communications and I – conducted two media training workshops with a group representing several SAS operations in southeast Asia.
Ah, media training, you say! Do you mean, spin and subterfuge? Not at all.
Have you ever listened to an interview with a brilliant, knowledgeable, experienced expert who – despite a barrelful of content that was insightful, intriguing and all those in-words – had you drooling in your blackberry before two minutes was up? Or who distracted you with tics, ums and repetitive air-chopping or spider pushups (picture a spider doing mirror image dancing) so you were riveted by his fingers instead of his facts?
Even the most polished presenter (mind you, I said “presenter,” not “communicator” for a reason) gets zero marks when the shine glosses over garble. I’m talking about knowing exactly how to say what you want to say, and practicing it. Over and over.
And surprise – it doesn’t vary from country to country. The same skills and preparation work, no matter where or to whom we speak. This kind of capacity is life-changing – the ability to communicate effectively and powerfully can open up new worlds in both personal and professional settings.
For SAS, it means that what we started eight years ago with our first brand campaign – The Power to Know(tm) – has changed who we are as a company because it changes how we say who we are, and thus how we are perceived. In every language.
And there’s more work to do to hone the message (remember, message and not spin!). We must communicate effectively who we are, what we do, and how we benefit customers – not just those who use our software, but those who enjoy the products and services our customers provide.
The best news is that it works. That it is universal. And that working across cultures to develop a universally accepted and understood voice is as rewarding in the process as in the product.
More on the message later!
