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We explore the art of communicating technical subjects effectively with PR expert Liz Male MBE, focusing on how consistency in messaging builds trust and the power of storytelling to convey complex information.

• Communications in the built environment have improved but remain inconsistent across the industry
• Consistency in messaging is essential for building trust with your audience
• Effective communication starts with clear business objectives beyond just selling products
• Laser-focus on specific audience personas rather than trying to reach everyone
• Understand your audience's challenges, information sources, and influences deeply
• We are hardwired as humans to communicate and remember through stories
• Position your client as the hero of the story rather than your organisation
• Measure communications success through the four R's: Reach, Reaction, Resonance, and Results
• When communicating risk, focus on rewards and opportunities rather than just fear
• Purpose-driven organisations achieve the most effective communication outcomes
• Show your workings and be transparent about challenges to build credibility
• Open, honest communication during crises builds greater trust than deflecting responsibility

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