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January 15, 2003

“Just the facts, ma’am.”

As a boomer, I immediately recognize that as a signature line of no-nonsense Sgt. Joe Friday (played by Jack Webb) on the popular TV show Dragnet.

(Of course it turns outÂ Joe Friday never actually said the phrase he made famous. But he came close. What he did say was “All we need are the facts.” The “remembered” version is a more interesting sound bite.)

But whereas “just the facts” may be a great technique for a police detective, it is terrible advice for anyone involved with public relations, marketing, or politics trying to change people’s opinions.

Indeed it’s a frightening – but common – thing to hear.

I recently attended a convention of political activists and bloggers.Â

Toward the end of a Q&A session a woman stood up, thanked the presenters and said, “The facts are on our side. I realize now if we just get the facts out there, we will win.” A lot of heads nodded in agreement.

Enthusiastic, confident…and horribly misguided! And for public relations professionals, often a mindset of our clients we need to change.

Facts do not produce converts. Â

Facts are too susceptible to fabrication, half-truths, intentional and accidental misrepresentation, misinterpretation, skepticism, disinterest, rationalization, and denial.Â Â

Facts can be useful in conversion, but only when used as part of a persuasive process, never as a stand alone. Â

If we want people to to join our cause, buy our products or services, vote for our candidate or initiative, we need to meet them where they are. We need to deal with their concerns, their perceptions, their assumptions, and their experiences. We need to build a relationship of genuine concern and trust. Â

And we need to offer, in the words of former president George Hebert Walker Bush, “that vision thing” so people feel they are choosing a better way.Â

In Â dealing with people who still stick to the “just the facts” mindset, this advice may help. It’s from Clarence Darrow,Â one of the most prominent American defense attorneys in the late 18- and early 1900s. Darrow advised:Â “Don’t give the jury reasons to acquit your client. Make them want to acquit him, and they will provide the reasons.”Â Â

And to keep up to date with tools and strategies to craft persuasive messages and succeed in high-stake communication situations, I invite you to visit http://www.speaktolead.com

From – Lou Hampton, The QuoteAbility Coach and Reputation Protection Expert

Article Source: http://EzineArticles.com/?expert=Lou_Hampton

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