Many community engagement efforts fall flat because the messaging is designed for the company instead of the people it needs to reach. When communication is built around internal priorities rather than the community’s values, concerns, and language, it simply does not connect. Another common mistake is choosing spokespeople based only on technical or engineering expertise. Knowledge matters, but it is not enough. Communities respond to warmth, authenticity, and credibility. They want someone who can communicate clearly, handle tough questions with confidence, and show real respect for the audience. Poor public speaking can damage a project’s reputation, sometimes through something as small as an awkward gesture, an unintended facial expression, or a poorly chosen word. This presentation will walk through the most important do’s and don’ts for audience focused messaging, how to choose and prepare spokespeople who can genuinely persuade, and long term engagement strategies that keep communities informed, respected, and supportive.
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