Know your audience and tailor the message for them.

In high-stakes communication, every word counts. For Jen Psaki, that means knowing who she’s talking to — so she knows just what to say.

As the former White House Press Secretary and current host of Inside with Jen Psaki on MSNBC, Psaki has discovered that communication isn’t about “saying the most words or saying them the loudest,” but about knowing your audience well enough to tailor the message just for them. “You need to think about how you're going to get your audience to listen to you,” she says. “The goal of communicating is to crack the door open so somebody wants to hear more.”

In this episode of Think Fast, Talk Smart, Psaki and host Matt Abrahams explore her approach to strategic communication: identifying your audience and using what you know to engage with them and get them to engage with you.

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Chapters:

(00:00) - Introduction
(01:54) - Principles of Communication
(02:55) - Skills for Effective Listening
(03:38) - Engagement and Lowering Barriers
(04:37) - Tailoring Communication
(06:01) - Preparation and Practice for Confidence
(07:54) - The Value of Feedback
(10:57) - Handling Difficult Questions
(13:25) - High-Stakes Negotiation
(16:17) - The Final Three Questions
(20:35) - Conclusion

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Gerald Ford: It's personal