The core of the work as a communications professional remains the same: building connections between people through meaningful communication. That has not become easier with all the new options. What can we now learn from Aristotle, the Greek philosopher who influenced the art of persuasion millennia ago?
The role of the communications advisor has become more complex in the digital age, but the basis remains the same: building meaningful connections. Today, communications consultants are content creators, prompt writers, facilitators and more, using their skills in social media, storytelling, brand strategy and crisis communications. The time of mainly broadcasting and only creating press releases, leaflets, websites, advertisements and flyers is over.
Aristotle’s principles applied to modern communication
If you were to consider Aristotle as a professional brother, you would see that elements of his lessons on ethos, pathos, and logos are still relevant. Aristotle believed that the purpose of communication is primarily to convince the audience through a strategic use of credibility (ethos), empathy (pathos) and reasoning (logos).
Goals formulated in ‘knowledge – attitude – behavior’ as a step-by-step communication plan. This is what I used in communication plans, even 2300 years after Aristotle. This linear model worked well at a time when communication was mainly one-way traffic. But today these principles – ethos, pathos and logos – are still valuable as the basis of effective communication. However, it is less about ‘sending’ information and more about building relationships and trust within networks.
Goals formulated in ‘knowledge – attitude – behavior’, as a step-by-step communication plan, is what I used in communication plans, even 2300 years after Aristotle.
Credibility and behavior – (Ethos)
Aristotle emphasizes that the character and integrity of the communicator are essential to building trust. It’s about the ethos: the credibility of the source. Being authentic and transparent is crucial. Nothing new I hear you think. If you think about communicating from a network, this becomes a bit more complex.
As a communications advisor, you are responsible for network communication and it is up to you to promote an open and transparent communication culture. It is no longer just about sending as a company, CEO or communications advisor. It concerns everyone who participates in the communication process. Every communicator within the network – whether employee, partner or influencer – contributes to credibility.
Attitude – (Pathos)
By listening carefully to your target group and responding to their needs and concerns, we can not only gain their attention but also their trust. Nowadays it means that you don’t just communicate to convince, but rather to connect on a personal level with your audience.
Through tailor-made messages, even tailored to subgroups. Or by an appealing figurehead who spreads the message. It’s about the ability to respond to the emotions of your audience. That remains crucial. This is what Logeion (the trade association of communications professionals) confirmed trend report. Nowadays, more communication options do not necessarily mean better connections. If you are not prepared to really listen to each other, technology actually increases the distance.
Knowledge – (Logos)
In today’s era where communication and information are abundant, providing well-researched information, facts and logical arguments through effective communication channels is crucial. This strengthens credibility. This requires clear, factual information that the network can share and distribute in a way that the public understands. Collaboration, and even co-creation in communication in the network, ensures that every player has the correct, reliable information to communicate consistently and clearly.
Practical example
As a communications advisor, I was involved in a change process in which the organization wanted to strengthen data-driven working and digital agility. The goal was to increase awareness of the value of data and to make more data-driven decisions. Driving a culture change to embrace data was the challenge. The integration of the principles of ethos, pathos and encouraged the organic growth of the data community within the organization.
Step 1 – Build ethos by strengthening credibility in the informal network
By facilitating meetings and knowledge sharing in the data management community, confidence in the community and therefore also in the organization grew. The change to data-driven working and digital agility was given a face through the stories and ambassadors. The message became more authentic and credible and shared through the informal network.
Step 2 – Pathos – creating engagement and relevance
Within the community, communication responded to what employees find important and useful in their own work. Together we worked on vlogs, events, interviews and practical stories that were tailored to the internal target group. This is how we created relevance and involvement. This made the added value of working with data more visible and less abstract for the employees.
Step 3 – Strengthen logos by sharing clear and accessible information in the informal network
Accessible information sources are available to support employees in their work. Think of a community-managed flow of information through informal channels. In addition to formal communication, this promoted a culture of shared responsibility and self-development.
From linear working to an agile approach and strategy
The transformation of communication is about a shift from predictable and broadcast-oriented to an actively communicating network in which collaboration and interaction are the norm. Dialogue and interaction are now the standard in a hyper individualistic spirit of the times. AI tools, with network models to understand patterns in relationships and language, give us as communication consultants even more options to design communication.
With ChatGPT you can adapt your formal message to GenZ language or b1. However, gaining and maintaining trust is quite a challenge and also extremely vulnerable. It comes on foot and goes on horseback, is the well-known proverb. Linear working and thinking, as Aristotle advocated, can still be valuable, but offers too little flexibility for the current, dynamic environment.
Being agile and working ‘agile’ in which you move with changes, switch quickly and continually seek connection with the network is what is required of communication professionals and the communication organizations that organize them.
Where once we could speak of mainly one-way traffic…
… nowadays it concerns communication traffic in a network full of dialogue and interaction. Images: Janneke de Boer, Get to the heart of the matter
Working together on trust with Aristotle as a guideline
The history of our profession shows that every technological revolution forces us to rethink how we effectively stay in touch with each other. Where communication used to be mainly one-way traffic, the emphasis is now on interaction in a network. In this digital age, where trust is difficult to earn, it is our responsibility to design communication processes that are not only informative, but also encourage real connection.
Aristotle’s principles – ethos, pathos and logos – are still a good guideline. Not applied as a linear model, but as a flexible basis within an interactive, network-oriented communication process.
By actively listening to each other, dealing critically with the abundance of resources and working together within the network, we build a communication structure that meets the needs and expectations of the audience. The goal is not just to convey information, but to create human connection. With the necessary agility, you can certainly learn a lot from Aristotle as a professional. I wonder what prompt Aristotle would write: “Write a press release that would convince even Plato!”
Source: www.frankwatching.com
