For Immediate Release
November 22, 2002

Persuade Leaders to Sharpen Communications Edge, Barks Advises Senior Communicators

Responsibility for improving a leader's communications skills rests squarely on the shoulders of an organization's communications staff.

That was the message from Barks Communications President Edward J. Barks today as he addressed an audience of senior communications officers based in the nation's capital. He delivered his remarks to the D.C. Metro Public Affairs/Public Relations luncheon.

"It is your job to persuade your boss to sharpen his or her communications edge," Barks told his listeners. "When it comes to learning the ropes when dealing with the media, it's your job to turn the boss' 'no' into an enthusiastic 'yes!'"

He began by asking the audience, "How many of you work with experts or bosses who have the oratory skills of Jesse Jackson, the magnetism of Jennifer Lopez, and the knowledge of Albert Einstein? Your leaders need both message and style if your organization is to succeed in the public arena."

Barks, an expert in media training and presentation skills training, speaks frequently on the topic of persuading leaders to become better communicators. He provides public affairs and public relations practitioners with practical tools that can help influence their leaders to improve their ability to communicate with the public - through the media, by delivering presentations, and when testifying before governmental bodies.

He pointed out that all organizations stand to lose when the boss fails to communicate effectively: "For a business it means lost revenues and fewer customers. In the public sector, it leads to decreased public confidence and a failure to achieve public policy goals. For non-profits, lower membership and declining donations are the results."

A strong communications style delivers significant benefits both to leaders and to their organizations. Among the organizational advantages Barks cited: Gaining an edge on the competition, inspiring public confidence, and preparing for a crisis. Personal benefits that the leader earns include enhanced career opportunities, avoiding embarrassment of a poor performance, and greater confidence during media interviews.

Barks concluded, "Your boss may not be Jesse Jackson, Jennifer Lopez, and Albert Einstein rolled into one. You need to work with what you've got. It's up to you to educate her and to provide the solutions that will sharpen her communications edge."

His fellow panelists were Capt. Nancy Demme, Director, Media Services Division with the Montgomery County (Maryland) Police Department and CDR Cate Mueller, Special Projects Officer, Office of Chief of Naval Information.

Barks Communications specializes in media, presentation skills, and legislative and regulatory testimony training for business, association, government, and non-profit leaders. In addition, company President Ed Barks speaks before groups seeking to sharpen their communications skills. The firm also operates Barkscomm.com, the Internet's Communications Training Resource, at www.barkscomm.com.