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.

Episode Reference Links:

• Jen Psaki 
• Jen’s Book: Say More
• Ep.22 Under Pressure How to Communicate Clearly and Timely During Crisis Website / YouTube 
• Ep.155 Can We Be Candid? How to Communicate Clearly and Directly Website / YouTube 

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• Think Fast Talk Smart >>> LinkedIn, Instagram, YouTube
• Matt Abrahams >>> LinkedIn

Chapters:

(00:00:00) Introduction
Host Matt Abrahams introduces guestJen Psaki,  a political analyst and former White House official. 

(00:01:07) Principles of Communication
The importance of doing your homework and active listening.

(00:02:08) Skills for Effective Listening
Techniques for focusing and improving listening skills in communication.

(00:02:51) Engagement and Lowering Barriers

Strategies for making communication more engaging and accessible.

(00:03:50) Tailoring Communication

Importance of audience understanding and adjusting communication style.

(00:05:14) Preparation and Practice for Confidence

The role of preparation and continuous practice to build confidence.

(00:07:07) The Value of Feedback

Seeking feedback and reflecting on communication performances.

(00:10:10) Handling Difficult Questions
Tips for managing tough questions and controlling the narrative.

(00:12:38) High-Stakes Negotiation 
Lessons from diplomatic negotiations and finding common ground.

(00:15:30) The Final Three Questions

Jen shares a question that Matt should have asked, a communicator she admires, and her ingredients for successful communication.

(00:19:48) Conclusion

• (00:00) - Introduction
• (01:50) - Principles of Communication
• (02:51) - Skills for Effective Listening
• (03:34) - Engagement and Lowering Barriers
• (04:33) - Tailoring Communication
• (05:57) - Preparation and Practice for Confidence
• (07:50) - The Value of Feedback
• (10:53) - Handling Difficult Questions
• (13:21) - High-Stakes Negotiation
• (16:13) - The Final Three Questions
• (20:31) - Conclusion