For improving the communication of our companies perhaps we should go back to the origins. Recalling the elements identified by Aristotle in Ancient GreeceWhat makes someone a good communicator? Let's remember the basics of effective communication: ethos, pathos y logos.
Ethos is essentially your credibility. The reason why people should believe what you are saying. In some cases the ethos comes from one's hierarchy within an organisation, although it is also often the case that such credibility is demonstrated by mastery of some technical skill in a specific area. Very high levels of integrity and character must also be conveyed in some way.
Pathos is about making an emotional connection. The importance and power of making emotional connections. This is increasingly important in today's business leader competencies: giving a person your attention as if nothing else is more important, showing a genuine interest in the professional development of team members, and demonstrating enthusiasm about the progress of the organisation and the individuals who facilitate its growth. The pathos is ultimately the most important element in the perception of the leader as an effective communicator.
But all the authority and empathy would be meaningless if the interlocutors do not understand what they are being talked about or how certain conclusions have been reached: the logos. Most managers are asked to provide some kind of analysis to make their decisions understandable. Accumulating data is not the same as presenting it clearly.
Ethos, pathos y logos are mutually reinforcing elements of communication. The effective combination of all three is the way to achieve optimal communication. As we read the newspapers these days of turbulence, we see that many of our business leaders are failing in one of these three elements, if not all three. Perhaps, in addition to immersing ourselves fully in the digital world, we should re-read Aristotle's texts.
Lucía Casanueva