Sally Susman: “Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World”

Pfizer’s Sally Susman joined “The Crux” to talk about her new book, “ “Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World” chronicling the journey of vaccine development and offering guidance for other communicators. “I always thought the data would win the day. But it was the storytelling that won the day and not the storytelling of celebrities or rock stars or sports heroes or politicians so much as the storytelling of grandmas who got to see their grandkids, young college students who got to go back on campus. These kinds of very human, totally real stories told by loved ones, friends, neighbors, were very crucial to building consensus for the vaccine.” In addition to her experience surrounding vaccine development, Sally offers insights for communicators on clear writing, genuine and informed apologies, staying calm in crisis, and keeping a sense of humor throughout the journey. Tune it for more communication insights from one of the most important efforts during a worldwide crisis.