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.

How Belichick Fumbled the Antonio Brown Handoff

Bill Belichick is well known for developing and implementing a precise game plan for his media news briefings. The New England Patriots head coach will only “talk football” as he engages the media during his weekly briefings that precede his team’s next game. Recently, Belichick was confronted with questions about Antonio Brown, the wide receiver accused of sexual assault who was released by the Patriots. His responses reflected his game plan, which we believe was flawed: Belichick scores points with us for not answering questions he believes don’t serve his purpose. But we penalize him for missing the opportunity to…

An Unexpected Interview Interruption…

Here at The Ammerman Experience, we advise our clients to stay focused on their messages during press briefings. You don’t want to be distracted by anything or anybody. But every rule has its exceptions. Once in a great while you must improvise or, in football terms, call an audible. Earlier this year, and Australian police detective was briefing the media on one issue when he suddenly had to tackle an unexpected one. In doing so, he probably impressed some NFL scouts! You got to love this guy! Not only did the detective make a textbook tackle, suffering a head wound…

When Confidence Doesn’t Match Credentials

Can an expert in his or her field, armed with solid credentials and decades of experience, fail to deliver a clear, confident message during a press briefing or interview? It happens all the time. Take Barbara Borden, chief horse racing steward for the state of Kentucky. Borden started in racing in the 1970’s as a groom and exercise rider and completed the University of Louisville Steward Accreditation Program in 1993. She has presided over countless races during her distinguished career. But when Borden was called on to explain the disqualification of Maximum Security at the 2019 Kentucky Derby, she failed…

How the Best Managers Communicate

The best managers are great communicators. That’s not surprising, because great management is about bringing employees and teams together, motivating through big picture thinking, and then organizing logistics and roles to achieve objectives. Naturally, doing that well takes great communication skills. Just as naturally, poor communications skills lead to bad management. Consider examples of bad management tactics: holding employees accountable to unspoken expectations, making a habit of holding long meetings that accomplish little, or fostering an atmosphere of mistrust. These are not just bad management tactics; they’re examples of poor communication, too. The bottom line is that communication skills have…

Some Bad News about Communicating Good News: It’s Tougher than You Think

Layoffs. Benefit cuts. Slumping sales and earnings. Accidents. Communicating bad news isn’t easy. Which is why some companies avoid doing it, or do it in an untimely or ineffective manner. On the other hand, communicating good news is a “no brainer,” right? Wrong. Sharing positive information can be just as tricky. And some companies fail at it or fail to get full benefit from that news. Here are some things to consider when you have good news to share: How “good” is your news? The sender and receiver of a message may have very different perspectives on what’s being said.…

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