Good communication is central to my work—it’s about forging meaningful connections, earning trust, and crafting messages that truly resonate. But let’s start with the obvious: bad communication. It’s easy to spot, isn’t it? A blatant lie, a glaring omission, or even a poorly phrased message that leaves people scratching their heads—we’ve all seen it. But here’s the real question: what makes communication good?

It’s fairly common for people to call out bad communication. But what about good communication? Is it as simple as “tell the truth”? Well, for the sake of my audience, I sure hope there’s a little more to it than that! Otherwise, this might turn out to be a short-lived career. I am pleased to say good communication does go deeper than just telling the truth. Although, the truth helps.

Clarity: Say What You Mean

Good communication starts with clarity. If your audience can’t understand your message, it doesn’t matter how truthful it is. Clarity is about removing unnecessary complexity and expressing the core of your message in a straightforward, accessible way. It’s not about using big words or sounding impressive. It’s about ensuring that your audience knows exactly what you mean.

Think about the last time you read an email or a social media post and had to reread it to figure out the point. That’s a clarity problem. Good communicators take the time to structure their messages in a way that’s easy to follow—and easy to remember.

Context: The Missing Piece

Clarity alone isn’t enough. You also need context. Context provides the “why” behind your message. It answers the unspoken questions your audience might have: Why are you telling me this? Why does it matter? How does it affect me?

Imagine you’re planning an event and simply say, “Save the date: January 25th.” That’s clear, sure. But without context, it falls flat. What’s happening on January 25th? Why should I care? By adding context—“Save the date for our annual community fundraiser on January 25th”—you turn a simple statement into a compelling invitation.

Empathy: Understand Your Audience

The best communicators don’t just talk at people; they connect with them. That requires empathy—putting yourself in your audience’s shoes and considering their perspectives, needs, and feelings.

Empathy is what helps you adapt your message to suit your audience. It’s why you might simplify a complex idea for a general audience while diving into technical specifics for industry experts. It’s why you choose words, tone, and examples that resonate with the people you’re speaking to. When your audience feels seen and understood, they’re far more likely to engage with your message.

Consistency: Build Trust Over Time

Good communication isn’t a single event; it’s an ongoing process that requires dedication over time. Consistency—in tone, message, and values—builds trust over time. People need to know that they can count on you to say what you mean and mean what you say, again and again.

This is especially true in the digital age, where brands and individuals alike are under constant scrutiny. One mixed message, and you risk losing credibility. But when you consistently deliver clear, contextual, and empathetic communication, you build a reputation that’s hard to shake.

Truth: The Non-Negotiable

Of course, at the core of it all is truth. Honesty is the bedrock of good communication. But truth isn’t just about avoiding lies; it’s about being transparent. It’s admitting when you don’t have all the answers, owning up to mistakes, and sharing information openly, even when it’s uncomfortable. Truth creates trust, and trust is the currency of communication.

Bringing It All Together

So, is good communication as simple as “tell the truth”? Not quite. It’s about layering truth with clarity, context, empathy, and consistency. It’s about understanding your audience and crafting messages that not only inform but also connect.

For me, good communication is both an art and a science. It’s challenging, rewarding, and—thankfully—never boring. Because when done well, communication has the power to inspire, unite, and move people to action. And that’s a career worth pursuing.