7 lessons from the biggest communication mistakes of 2008
As you think about your professional activities in 2008, you are likely to remember your most obvious communication mistakes:
*Called a guardian by the wrong name
*Sent a letter to a prospective client, only to find out he had sent it before
*You told a joke that offended a prospect
*You did not comply with the product information that you had promised
*You forgot to make a scheduled sales call
*Your Power Point presentation technically failed
It’s natural for those mistakes to embarrass you. However, as he tracked the top newsmakers throughout the year, he discovered that even the people with the highest public profiles and credentials also stumbled in his communication efforts.
Hopefully, by recapping your own faltering communication steps, you’ve learned some lessons and apply them in 2009. From my constant observation of major events, here are the 7 worst communication mistakes of 2008:
1. Casey Anthony pleaded not guilty to the disappearance of her daughter Caylee, even though Casey waited a month to report Caylee missing from her home in Orlando, Florida.
Why the mistake was so terrible: Any parent knows that a delay in reporting their child missing would be unthinkable for a mother. The lesson: People won’t believe you if your statement or action doesn’t seem logical. Aristotle called this factor logos, and said that it was one of the three great tools of persuasion, the other two being emotion and character of the speaker.
2. OJ Simpson’s five-minute speech in the courtroom at his December 5 sentencing in Las Vegas
Why the mistake was so terrible: Even if what he said was true (that he had no idea he was hurting someone or breaking the law), his timing was very bad. The verdict had come, and the judge had made his decision on his sentence. His statement might have had an impact during the trial, but now it was useless.
The lesson: Timing your message is a must. Even the right thing said at the wrong time has only minimal impact.
3. The big three leaders of the auto industry ask Congress for big bailouts and yet they fly to DC in their private corporate jets. Why the mistake was so terrible: Owning a private corporate jet doesn’t fit most people’s concept of financial destitution.
The lesson: Your nonverbal actions must be consistent with your spoken message. Ralph Waldo Emerson said it well: “What you are speaks so loud I can’t hear a word you say.”
4. Vice Presidential candidate Joe Biden referred to John McCain as “McLain” during a speech in Winston-Salem, NC
Why the mistake was so terrible: It seems ridiculous for a vice presidential candidate to forget the last name of a major opponent. Worse still, the mistake added credibility to Biden’s well-documented reputation for his mistakes.
The lesson: Biden bounced back with quick wit: “You see, I don’t even recognize him anymore.” Consider Biden’s recovery. Spontaneous and tasteful humor can turn a blunder into a memorable asset.
5. President Bush trying to reassure viewers in September that the US economy is strong
Why the mistake was so terrible: Even as he spoke, unemployment numbers were skyrocketing, companies went bankrupt, and the stock market plunged hundreds of points a day.
The lesson: Even a beginning debater knows better than to make a blanket statement that contradicts obvious facts. Stick to what you can test with relevant and current data.
6. Fred Thompson’s listless pursuit of the presidential nomination
Why the mistake was so terrible: Weeks of publicity and fanfare preceded his announcement, with the expectation that this accomplished actor and politician would sizzle. Instead, he flopped, with infrequent appearances and bland statements when he did show up.
The lesson: When you launch a project, you need to maintain the same level of enthusiasm and enthusiasm that people expect from you before launch.
7. Hillary Clinton’s claim that she had endured a sniper ambush upon arrival in Bosnia in 1990.
Why the mistake was so terrible: Almost immediately, newscasters found and broadcast archived footage of their arrival in Bosnia, showing the scene as quite peaceful.
The lesson: Tell the truth. And when you are caught lying, admit his mistake, instead of saying, as Senator Clinton did, that she “spoke wrong.” Also, don’t refer to a major bug as a “minor bug” when that wasn’t the case.