When the Message Matters
The Ammerman Experience is a communications skills development firm that does one thing and one thing only: we show people how to effectively and confidently reach and influence others through the spoken word.


As a leading communication skills development firm, The Ammerman Experience pioneered a wide range of interactive workshops and training sessions designed to show people how to face the media, manage crisis situations, speak at public meetings, and deliver effective sales, analyst, and other business related presentations. Through our quarterly newsletter, the Advisor, we share some of our expertise in these areas.

Prince Charles Gives the Royal Treatment to Compassionate and Clear Messaging in the Coronavirus Era

Can a British royal appeal to common men and women when reading from a prepared statement about COVID-19? Prince Charles answered that question with a resounding “yes” in a video message that is resonating well beyond the United Kingdom. Speaking from the perspective of someone who fell ill to the coronavirus, Prince Charles rose to the occasion with a conversational and empathetic prepared statement. It is one of the most effective examples we have seen of someone speaking from the heart while reading a message: One of the challenges many public speakers face is developing the ability to sound conversational…

New York Governor Hits the Mark with Clear Coronavirus Messaging

Seldom has a crisis affected so many Americans as the Coronavirus pandemic. The crisis has left countless government officials at all levels scrambling to confront Covid 19 and to develop accurate, concise messages they can deliver to the public. With New York suffering the most cases and deaths of any state by far, Governor Andrew Cuomo has been holding daily news conferences to update his constituents, and all Americans, on the deadly advance of the virus. Using all the communication tools available to him, including PowerPoint, Cuomo has powerfully communicated clear, concise, and compassionate messaging on why New York should…

Do your homework and double-check it!

So, you’re in the middle of an interview and you decide to mention a clever little anecdote that you saw on social media. But what if that anecdote or any other tidbit of information you might rely on is demonstrably false? Well, it will be obvious to the world you didn’t do your homework and your credibility will take a big hit. Take Mara Gay, a member of the New York Times Editorial Board, who was interviewed on MSNBC. Gay repeated a woefully inaccurate tweet that Mike Bloomberg could have given every American a million bucks with the money he…

Showing Compassion During Crisis

When conducting crisis press briefings, you are the face of your company or agency. You must deliver facts with authority and, in many cases, take questions with patience and grace. But your first job is to sincerely show that you care about those whose lives have been impacted or lost in the unexpected event. Empathy  and compassion are crucial to conducting a successful press briefing. They should be expressed early in the briefing, giving the audience a window into your firm’s culture and priorities. A recent example is that of a heartbroken Australian firefighter supervisor who set the right tone…

Meteorologist: Breezy with a 100% Chance of Confusion

What did he say? What did she mean? These are questions you don’t want your audience to be asking during a press briefing, media interview or presentation. The use of jargon will jeopardize your message and confuse your audience. A meteorologist with Pacific Gas & Electric recently fell into the jargon trap when explaining why the California utility might shut off electricity to prevent fires sparked by downed power lines. He used the non-conversational term “wind event.” And that was just the beginning (watch the clip up to the 0:58 mark): The meteorologist should have abandoned the jargon by simply…

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