Avoiding cringe comms in the age of AI
That small sigh when an email arrives that is just a little too perfectly composed.
That eyeroll at the beautifully empowering and insightful-sounding post… that doesn’t actually say much at all.
Or that piece to camera where the script - perhaps a little too polished and punctuated - falls flat as it’s read word-for-word by an otherwise charismatic and insightful leader.
In this incredible age of information, speed, and automation, it seems nuance and authenticity are more important than ever before. Even in the midst of our excitement for tech advances, communications that are a little too over-edited - just that bit too perfect - are proving to be a bit of a turn-off.
Content that is relatable cuts through: posts on social media are likely to perform better if there are real people in the photo (not stock imagery, and not too posed), messages from leaders are more engaging when they are conversational and not overly scripted, and media interviews resonate most when spokespeople articulate their key points well - but don’t sound like a walking press release.
Whether it’s due to the lure of the shiny AI tools on our desktops, or our propensity to over-think and overprepare, the ‘too perfect’ trap can be easy to fall into.
Here are just a few ways to help break the habit:
Ditch the script: Pin down your key points, practice your presentation, think about how you will handle the curly questions - and then leave the notes behind. Be confident in your preparation, take a deep breath and then (try to) relax into a conversational flow - regardless of whether it’s a keynote in front of hundreds, or speaking on national radio, live, on a tricky topic. This more natural flow will in turn build greater engagement and connection with your audience who are more likely to feel part of the conversation.
Be clever with smart tech: Want to avoid that ‘oh that was definitely written by AI’ reaction we are on such high alert for now? Harness tech to sharpen and polish, particularly if it’s going to genuinely save time - but don’t polish out your personality. It’s what sets you apart, creates interest and builds credibility. And let’s not underestimate the power of a blank page. If wrestling with prompts is just leaving you with a mess, it is likely time to start again - in your voice.
Get comfortable in the grey: This is where good comms professionals spend a lot of time: considering the nuance, reading the room, and applying experienced judgement (as well as great writing, editing, planning and execution skills). In communications there is rarely a simple 100% right or wrong answer - but the higher the stakes (whether it's a launch, an emerging issue, or a major milestone), the more likely your communications will require a layer of nuanced judgment and strategic skill.
Communicating in a way that makes your audience feel like they are part of the conversation is key. Bring them along with you through authentic, real-world communications, and you will be better placed to build lasting trust, positive engagement - and real results.
P.S. My 13-year-old daughter kindly informed me that the word ‘cringe’ is now rather cringe... but in the spirit of avoiding the over-polishing trap, I’ve left it in 🙂
