Written Communication In Business

Last night, former President Obama and First Lady Michelle reminded us of the power of compelling storytelling in their speeches at the Democratic National Convention. But what’s the secret behind these moments of excellence? Jon Favreau, Obama’s former director of speechwriting, shared five golden rules that are just as applicable to our business presentations as they are to political speeches. Here are five insights you can apply when delivering your next presentation, whether on stage, in a meeting, or in the boardroom: 1. The story is more important than the words Too often, we focus on the right words, but the real question is, “What story am I telling?” Before writing a speech, Favreau would always begin with a conversation, drawing on Obama’s ability to outline a clear narrative first and build the words around it. Always start with the story you’re trying to convey—it’s the backbone of your message. 2. Keep it simple Long presentations may feel thorough, but they are often forgettable. Favreau emphasized brevity: aim for twenty minutes or less. "A speech about everything is a speech about nothing." Narrow your message down to the essential points. 3. Address counterarguments upfront Don’t wait for the Q&A to address objections. In business, as in politics, it's key to acknowledge opposing views and deal with them during your presentation. When Obama delivered his Health Care Reform Plan, he anticipated objections and tackled them head-on. 4. Empathy is key Knowing your audience isn’t enough. You have to step into their shoes. Obama’s speeches resonated because they were written in a language his audience understood. Whether you're presenting to colleagues, clients, or an entire audience, connect by understanding their challenges and perspectives. 5. Persuasion requires inspiration Logic alone won’t motivate. The best way to connect is through stories that touch the heart. In Obama’s 2008 victory speech, Favreau chose the story of Ann Nixon Cooper, a 106-year-old woman who had seen the full spectrum of progress in America. Her story was the perfect reminder that change, though slow, is always possible. Whether you're stepping on stage or presenting in the boardroom, these timeless tips from Obama’s speechwriting playbook can help you connect with your audience, deliver your message effectively, and inspire action. What stories are you sharing in your presentations? #Leadership #PublicSpeaking #Storytelling #Empathy #Inspiration

(A note to all my overwhelmed comms managers who are doing it all!!) If you’re in a comms role and suddenly expected to “do PR,” you're definitely not alone. Press isn’t just an extension of marketing, it’s a completely different discipline with its own rules, rhythms and relationships. Over the years, I’ve worked with lots of comms managers who were expected to “just send a press release” and instantly generate coverage. Often, they're given KPIs that simply don’t work in press, because media coverage doesn’t follow the same logic as campaign impressions or email open rates. Below are a few common mistakes I see (as a former journo), usually driven by pressure to deliver arbitrary amounts of coverage, that can actually backfire (and what to do instead.) ❌  𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗻𝗲𝗲𝗱𝘀 𝗮 𝗽𝗿𝗲𝘀𝘀 𝗿𝗲𝗹𝗲𝗮𝘀𝗲 I know your internal stakeholders think it’s a big deal, but unless it’s a senior appointment, a substantial survey (2k+ sample) that has something new to say, or a genuinely new product/service, a press release is overkill. Focus on the story, not the format. 𝗦𝗽𝗿𝗮𝘆 𝗮𝗻𝗱 𝗽𝗿𝗮𝘆 𝗱𝗼𝗲𝘀𝗻’𝘁 𝘄𝗼𝗿𝗸 Sending a generic release to 200 journalists isn’t outreach, it’s a lot of unnecessary noise. Offer an exclusive where you can. Build fewer, stronger relationships. 𝗜𝘁’𝘀 𝗻𝗼𝘁 𝗮 𝗞𝗣𝗜 Press releases aren’t monthly deliverables. Only send one when there’s actual news. It’s better to pitch strategically than tick a box. Focus on outcomes, not output. ✅ 𝗧𝗮𝗶𝗹𝗼𝗿 𝘆𝗼𝘂𝗿 𝗹𝗶𝘀𝘁 (𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝗽𝗶𝘁𝗰𝗵) I rarely pitch to more than 10 target titles. And each one gets a slightly different version - based on what that journalist actually covers. Spend the crafting your pitches, instead of pushing out hundreds of emails. 𝗞𝗲𝗲𝗽 𝗽𝗶𝘁𝗰𝗵𝗲𝘀 𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝘂𝘀𝗲𝗳𝘂𝗹 Open with: why this matters and why now. Then add three concise bullet points max. You’re aiming to save the journalist time, not take more of it. 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗵𝗲𝗹𝗽 - 𝗯𝘂𝘁 𝘁𝗵𝗲𝘆’𝗿𝗲 𝗻𝗼𝘁 𝗺𝗮𝗴𝗶𝗰 If the story isn’t strong, even the best contact can’t place it. The story always comes first. Showing that you care about a journalist's time and respect their craft, also leads to better relationships in the long run anyway! 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝗼𝗻𝗰𝗲, 𝘁𝗵𝗲𝗻 𝗺𝗼𝘃𝗲 𝗼𝗻 Polite persistence is fine. Pestering is not. If it’s a “no,” consider reworking the angle or holding it for a better moment. Or if they do respond with a no, ask them what they are working on and how you can actually help. This has led to me securing whole op-eds for my clients as a result! Personally, I prefer the little and often method. Pitch one smart idea a month - a comment, insight or news reaction. If it’s not picked up = save it, repurpose it as a newsletter or post, or pitch it later when there’s a relevant hook. Would love to know how other comms managers have managed to strike this balance!

It’s okay, I’m human. I brought along my phone as prop on stage but forgot to use it! Storytelling is a game-changer for professionals presenting complex ideas to business leaders. Sharing from a recent experience with CFOs at DigitalCFO Asia, I learned 3 lessons worth adopting… - Start with a pain point using a real story. This captures attention and makes your message memorable. - Bridge the pain by introducing a practical solution. Let your audience see a clear path from problem to progress. - Humanise your narrative with empathy. Relate it back to real frustrations and ambitions so it resonates deeply. If you want your next executive presentation to spark action, don't just deliver data them. Instead craft stories that connect, solve, and inspire. DocuWare x Ricoh Thailand

90% of a presentation gets forgotten. So how do audiences decide who's worth remembering? Let’s be honest. Most presentations are totally wiped from people's brains by the time they have their morning coffee the next day. Audiences don't do this maliciously. They do it because their brains are exhausted and trying to filter out the noise. I have sat through enough presentations and delivered enough myself to know one thing: Smart content simply isn't enough. If you don't pass the audience's silent filtering process, you become background noise. That process has three stages: 1️⃣ The Relevance Filter This is where people ask: "Why do I care?" ↳ Talk about their messy reality: Address the exact headache they were complaining about this morning. ↳ Stop zooming out: Nobody wants another 30,000-foot macro trend. Give them the ground view. ↳ Ditch the generic intro: Skip the long wind-up and dive straight into the problem they are facing right now. ↳ Keep it grounded: Use examples that make people nod along and think, “Yeah, I've been there.” ↳ Read the room: If the energy drops, drop your script and address the actual vibe in the space. Once people see your message applies to them, they move to the next filter. 2️⃣ The Resonance Filter This is where people ask: "Do I actually feel this?" ↳ Aim for the gut, not just the brain: Facts change arguments, but emotion changes how people behave. ↳ Lean into the friction: Don't just share a lesson. Share the stakes, the tension, and what went wrong first. ↳ Paint a mental picture: Use analogies that people can physically picture in their minds. ↳ Stop being perfect: People don't connect with flawless case studies. They connect with human slip-ups. ↳ Show the before and after: Paint a crystal-clear contrast between the current pain and the relief you're offering. Feeling something isn't enough. People also need to remember it. 3️⃣ The Retention Filter This is where people ask: "Can I actually repeat this later?" ↳ The 10-word boundary: If your main idea can't fit on a t-shirt, nobody is going to remember it tomorrow. ↳ Ruthlessly kill the fluff: Cut out the extra side stories that dilute your single biggest point. ↳ Give a next-day win: Give them one tiny thing they can literally test out tomorrow morning at 9 AM. ↳ Say it more than once: Don't be afraid to repeat your core catchphrase three or four times. Repetition builds memory. ↳ Make it visual: Give them a simple mental map or sketch that they can easily scribble down in their notes. Great presentations don't overload people with information. They give people something worth remembering. Which of these filters do you see speakers trip over the most? Let me know in the comments 👇 📌 If you want more leadership content like this guide: 1. Follow Lauren Murrell 2. Save the post. 3. Repost to your network. 4. Subscribe to: https://lnkd.in/eRMwPuYk

Nothing destroys your credibility faster than weak language. Most of you (especially founders) write like you’re afraid of your own words: “Excited to share…” “Happy to announce…” “Concerned about…” It's safe. It's really generic. And it's easily skippable. Your authority in content gets lost in the gap between generic language and precise expression. As a ghostwriter, I use 'the feelings wheel' to edit a flat and boring post. →Instead of 'excited', I can choose words that land with impact: energized, electrified, compelled. →Instead of “concerned,” I can sharpen to alarmed, unsettled, or disturbed. →Instead of “happy,” I can shift to invested, committed, passionate. See the big difference these small swaps make? This wheel helps me switch out all dull words with specific words to trigger an emotion. Your customers already have so many objections. The last thing you can afford to do is sound weak. There's no place for a weak message in a crowded market.

1 aspect motorsport partnerships overlook is the announcement itself. When a new partnership is announced with a quick “We’re thrilled to announce...,” it misses a big opportunity. Here’s a recipe for an announcement that drives actual results: 1. Set Clear Goals Make sure every announcement aligns with the team's and sponsor's goals. Publicity, for publicity’s sake, is a waste. Your announcement should boost visibility, excite fans, attract investors, and emphasise values like innovation or sustainability. Look at Mercedes-AMG’s partnership with WhatsApp—that announcement made a statement and got people talking. 2. Aim for the Right Crowd Your primary audience isn’t the general public; it’s the fans, media, potential sponsors, and even internal stakeholders. McLaren nails this by aiming its message at fans, sponsors, and the media, driving engagement and loyalty. Too often, announcements miss this target and end up generic and uninspiring. 3. Create a Strong Message A generic “We’re excited to partner with X!” lacks impact. Red Bull got it right with Oracle by focusing on fan benefits and technology. Your message should start with “what” and pivot immediately to “why” this matters, showing fans and sponsors the tangible benefits. Red Bull set a standard. But there are many ways to do this. 4. Execute with Impact A strong message is only as good as its execution. Choose the spokesperson, like a CEO or lead driver, and time it well with key events. Zak Brown from McLaren does this with every announcement, building a story fans want to follow. 5. Build Credibility A team CEO’s statement is nice, but third-party endorsements make it powerful. Stats, past wins, and outside support show that the partnership has a real impact. Takeaway The basics are straightforward: set objectives, know your audience, craft a sharp message, execute well, and build credibility. Tailor each part to highlight why this partnership matters to the future of motorsport. No more generic reveals—every announcement deserves impact. P.S. Some good examples are shown below. WhatsApp & T-Mobile.

Announcing a funding round isn’t just about dropping your number and hoping TechCrunch picks it up 🚀 It’s a moment to shape the story around what you’re building, and done well, it can keep paying off long after the story goes live. Here’s how I usually think about it with founders: ❤️🔥 Start with the “why.” What’s the real goal here? Is it customers, future investors, hiring, or just putting a breadcrumb out there so people start paying attention? Knowing that upfront shapes everything else. ❤️🔥 Talk about the problem, not the product. Most people don’t care how the tech works. They care about why the problem matters and why you’re the team to solve it. The raise is a vote of confidence in a vision, not a list of features. ❤️🔥 Get other people to do the talking. The most powerful stories usually come from three voices: A customer saying why the problem matters. An investor saying why you’re the ones to solve it. A founder painting a picture of the future if you win. ❤️🔥 Think breadcrumb trail, not headline hit. Most announcements don’t instantly convert into sales or hires. What they do is build credibility so that when someone Googles you in three months, they see momentum and belief. And when the news drops, make noise. Post the blog. Fire up social. Turn quotes into graphics. Make sure the story spreads beyond a single article. Done right, a raise announcement isn’t just a milestone. It’s the start of a narrative that compounds over time.

Your board deck doesn’t need to be prettier. It needs to be clearer. When a board sees a clean, simple, well-reasoned story, something important happens: the room settles. People stop searching for what’s missing and start following where you’re going. That shift has nothing to do with fonts or polish. It comes from the strength of the underlying narrative. A helpful way to get there is to ignore slides at the start. Write the 6–8 headlines that explain your strategy in plain language. No graphics. No formatting. Just the logic that ties customer behavior, market dynamics, and your growth levers together. If those headlines connect, the rest of the presentation becomes far easier. Conversation improves. Questions become more strategic. Tradeoffs make sense in context. And your CEO feels supported by the clarity you’re bringing into the room. Executive readiness isn’t about producing a perfect deck. It’s about showing you understand how the business actually grows, and making that understanding unmistakable. When your narrative is clear, your slides don’t have to work as hard. When it’s not, no amount of shine can save it. Before your next Board meeting, try this: share your headline-only outline with a trusted peer before you build a single slide. It should be clearer when the design disappears. #marketingleadership #executivereadiness #boardcommunication

Got big news coming up in your business? Make sure PR is part of the planning, not something added at the end. Too often, businesses hit a major milestone, secure a strong partnership or prepare for an important announcement, then only think about communications once the news is ready to go. That’s where impact gets lost. If the right audiences are not considered early, the story can feel rushed, the messaging becomes diluted and the opportunity does not land as strongly as it should. A few things to think about: • Build communications into business planning, especially around major milestones • Brief internal stakeholders before anything goes external • Be honest about what is genuinely newsworthy and why others should care • Think carefully about timing, sequence and who needs to know what • Shape different messages for media, customers, investors, partners and employees PR is not just about getting attention for an announcement. It is about building trust, protecting reputation and making sure important moments support the bigger business strategy. #strategiccommunications #publicrelations #businessgrowth #reputationmanagement

You can have the right message and still lose the room. How we frame our message matters just as much as what we're saying. Storytelling isn't limited to presentations or pitches. Throughout my career, I've learned that there are plenty of chances to connect with others and move forward together. From our one-on-ones to weekly standups, and all-hands meetings, each of them is an opportunity for your message to resonate. If we use the right structure, we can make clear why our message matters. I've put together a whole vault on speaking techniques you can get for free here: https://lnkd.in/ek6S8zfC In the meantime, here are 5 frameworks you can try: 1️⃣ SCQA (Situation, Complication, Question, Answer) ↳ Best for executive updates, investor memos, or complex strategy calls. Situation - What's true today Complication - What's getting in the way Question - What needs to be decided Answer - Your recommendation It simplifies tough conversations without dumbing anything down. 2️⃣ ABT (And, But, Therefore) ↳ Best for change updates, pivots, and strategic decisions. And - The shared truth But - What's in the way Therefore - What we're doing next Use this when clarity matters more than charisma. 3️⃣ STARR Method ↳ Best for investor updates, case studies, and team wins. Situation - The context or challenge Task - The goal or problem to solve Action - What was done and why Result - What changed Reflection - What you'd repeat or refine It grounds your message in proof, not performance. 4️⃣ Monroe's Motivated Sequence ↳ Best for driving buy-in, big change, or a bold next step. Attention - Name the moment and the stakes Need - Highlight the gap or urgency Solution - Share the path forward Visualization - Show what success looks like Action - Ask for the decision or commitment Perfect for keynotes, all-hands, or any time you need people to come with you. 5️⃣ Golden Circle (Why → How → What) ↳ Best for aligning people, selling a vision, or launching something new. Why - The belief or cause How - Your unique approach What - The priorities or actions People buy into purpose before they buy into a plan. No matter what the situation is, storytelling allows us to resonate with others and achieve our goals. If you want the full guide to speaking and communicating like a leader, you can get it here: https://lnkd.in/ek6S8zfC Which of these have you encountered before? ➕ For more posts on leadership and communication, follow Clif Mathews. 🔁 Repost this to help another exec with their next presentation.