In early November I will be speaking at the Senior Corporate Communications Management Conference, with this years theme being Strategies and Solutions for a Changing Business Landscape. I’ll be discussing a concept that lies at the heart of the Baker philosophy; Make it real.

Recent global turmoil in the social, economic and political landscape has made people more suspicious, skeptical and critical of what they see and hear from companies and institutions. Compounding the situation is the din of corporate messages and media competing for the attention of audiences who mistrust anything that appears complicated, scripted or “spun.” The net effect poses a challenge for any organization wanting to reach and influence these increasingly jaded audiences.

Now more than ever, companies must communicate with simplicity, transparency and humility to be seen as believable and credible. Their stories must be memorable, genuine and from the heart to engage and resonate with today’s audiences.

During the presentation, I am going to demonstrate how to make your company’s story real and relatable to your audiences. And in doing so, discover how to create meaningful, enduring connections that can move the hearts and minds of people who matter to you most.

I heard about the “Three E’s” many years ago from author Max Carey, and still find them to be true today. I have adopted my own versions and they are at the core of our client relationship philosophy, actually they’re probably at the core of all relationships.

Empathy, Enthusiasm, and Expertise.


1. Empathy. This is the most difficult for many people. Put yourself in your their shoes. What are their key challenges – and not only from their job responsibilities. You need to have a more holistic understanding of their situation. What are the pressures and demands they have, the obstacles they are faced with in executing, and within their work environment, what are the politics? They have a constantly changing and challenging landscape, plus the typical issues of timing and budget.

Develop a partner like mindset and demonstrate willingness and a can do attitude – that’s sincere, be there for them through the good and challenging times – that is when you win a client for life.

It is when you are truly in-tune with them and empathetic, helping them meet challenges – that you start to earn their trust and therefore loyalty. It must be genuine, coming from your heart and soul – otherwise it will not be felt.