Everyone’s got a good cause.
I mean, JUST ABOUT every organization is built around a good cause, around good people who want to make a difference and improve some aspect of our blue and green corner of the universe.
Problem is, not every organization has a good game plan for implementing those “world improving” measures.
Now, this is coming from an old TV newsguy, but I believe an often overlooked element of that game plan is WHO DELIVERS THE MESSAGE.
Certainly, the MESSAGE has to come first. It’s at the heart of every public appearance, of every press release, of every interview. But the message needs a deliveryperson…. the RIGHT deliveryperson.
And sometimes, the BEST messenger isn’t the person whose name is followed by the title “Executive Director”.
As a Clint Eastwood character once said, “A man’s got to know his limitations”. For some, the limitation is that the executive director, even if the exec knows the organization and its mission better than anyone else, isn’t good in front of the camera or next to a microphone. We all have talents, and for some of us, public speaking isn’t one of them.
In those cases, I suggest the executive director put his or her pride aside, and work with someone on staff, or on the board, someone who is a little more “media friendly”. Put your knowledge of the cause or event with that person’s ability to show off and wax eloquent, and— Boom— you’ve got first-class message AND a first-class messenger.
There’s only one thing worse than not getting your message out.
It’s getting your message out in a poor way.
Scott Brazda is the Executive Director of Stuller Family Foundation.