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Media and Journalism

Mastering communication in the digital era

In today’s fast-paced digital landscape, mastering communication is more critical than ever. As someone deeply passionate about journalism and the communications business, I’ve spent years refining the art of effective communication. Here, I want to share insights drawn from my experiences and observations over the years.

The challenges of information overload

The sheer volume of content created daily is staggering. With 7.5 million blog posts published each day and countless Instagram updates, capturing attention is no easy feat. Apart from this, the following numbers give an idea of the information overload.

  • 377 billion emails circulate daily
  • 100 billion WhatsApp messages every day
  • 500 hours of video on YouTube every minute
  • USD 4.1 trillion on ecommerce globally in 2024

The key to navigating this deluge of information lies in clarity and conciseness. We’re up against a formidable enemy—information overload—but a well-structured plan can help cut through the noise.

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The power of a narrative structure

Effective communication, much like storytelling, requires a solid narrative framework. Whether writing an article, crafting a presentation, or even composing music, everything benefits from a clear beginning, middle, and end.

Let me take you on a journey through some of the most unforgettable movies or pieces of music you’ve ever encountered. Think about it: the ones that linger in your memory are the stories that grab you right from the start. They begin with a bang—an opening so compelling that you can’t look away. Then, as you’re drawn in, tension starts to build. You sense something significant is about to unfold. And when it does, it feels like a revelation, a golden moment placed deliberately to keep you hooked.

These “gold coins” are scattered throughout the narrative, each one pulling you deeper into the story. Just when you think you’ve figured it out, another twist or surprise keeps you guessing. And then comes the finale—a culmination of all the tension and anticipation—hitting you with the full weight of everything that’s happened. This is what great storytelling is all about.

The same principles apply to writing. It’s a method, a formula, if you will, that the best writers use to captivate their audience. Start strong, scatter your golden coins along the way, and let the story unfold in a way that leaves your readers enthralled. It’s this craft of placing surprises, moments of intrigue, and a memorable ending that transforms a piece of writing into an unforgettable experience.

Know your audience

One of the most critical lessons I’ve learned is to always write with your audience in mind. When working on The Aadhaar Effect, I faced conflicting opinions and intense scrutiny. But focusing on my target audience—policymakers, global leaders, and those shaping the future—helped me craft a narrative that truly connected. So long as you know who your audience is, you know exactly what you’re aiming for.

Let me share a personal example. When I was working on my book about Project Aadhaar, I found myself grappling with overwhelming distractions. The project was under intense scrutiny—it had reached the Supreme Court, with multiple cases filed against it demanding its cancellation. Heated debates raged in Parliament daily, questioning whether the project should continue. Elections were looming, and human rights groups were rallying to have the project scrapped, citing concerns about personal rights infringement.

Amid this chaos, I was deeply conflicted. On one hand, I believed in the transformative potential of the Aadhaar project. On the other hand, the voices of its critics raised valid concerns. I turned to my mentors for guidance, asking, “What do I do? Whose perspective is correct? And why am I even writing this book?”

One of my mentors, with a calm and steady voice, asked me a pivotal question: “Who is your audience? Who are you writing this for, and who will find value in it?” That question shifted everything for me. I realized the book wasn’t for everyone. It was for people, who could grasp the policy implications. It was for global thought leaders, who was closely following Aadhaar’s progress. And it was for policymakers envisioning innovations like UPI—a system that has since become indispensable in our daily lives.

Once I had this clarity, the noise faded into the background. I focused solely on my audience and their needs. The project’s critics would always have their say, but I knew I had to stick to my purpose. Writing the book took me nearly three years, but when it was complete, it received incredible endorsements from individuals who truly understood its significance.

This experience taught me an invaluable lesson: when you know your audience and have a clear goal, the path forward becomes much easier to navigate.

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The craft of writing: Lessons and techniques

The golden rule here is “The first draft of anything you write is sh*t”. Even the most seasoned writers struggle with their initial drafts. The first draft is rarely perfect, and that’s okay. Writing is a process of refinement and revision.

  1. Read the Roman- Raphaelson book on writing.
  2. Write Naturally. Keep it simple. Write the way you talk. Not everyone is Shashi Tharoor—and attempting to mimic complex styles often backfires.
  3. Use short words and short paragraphs. Just to put that into perspective, the average sentence in the English language is about seven to 10 words, but if you keep it at that same length? No, it won’t make sense. You must keep playing around. I like to play around with seven to 10 words, and sometimes about 12 words per sentence is the overall length that I like to play around with.
  4. Never use jargon like reconceptualize, demassification etc. These are the hallmarks of a pretentious. There are students from B-schools who often introduce terms that sound complex but are simpler than they appear. For instance, I’ve frequently heard phrases like, “The delta between this and that is so much.” But what is “delta” really? It’s simply another way of saying “the difference in numbers.” Often, such jargon adds unnecessary complexity to communication, which can be avoided by using clearer, more straightforward language.
  5. Never write more than two pages on any subject when asked to prepare a note, especially in a corporate environment. In fact, over the years, I’ve realized that even two pages can be too much given the sheer volume of information people are bombarded with daily. Attention is, without a doubt, the most precious commodity today. We live in a time where platforms like Inshorts provide news summaries in mere sentences, catering to shrinking attention spans. Similarly, when preparing a memo or any document meant to grab attention, keeping it concise and impactful is crucial. A well-crafted one-pager can often achieve what lengthy documents cannot.

Active listening: The secret weapon

Active listening is a skill that separates great communicators from the rest. I’ve observed this trait in some of the most influential leaders I’ve met. It’s about truly engaging with the speaker, resisting the urge to interrupt, and allowing them to express their thoughts fully. Active listening fosters better understanding and opens the door to meaningful conversations.

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What are the ‘Don’t’ in communication?

1. Use slang or jargon without context: While the language might feel natural in casual settings or specific industries, it can easily confuse your audience if they’re unfamiliar with the terms. Clear, inclusive language ensures that your message resonates with a broader audience and avoids unnecessary miscommunication.

2. Overuse filler words or buzzwords: Filler words can dilute the impact of what you’re trying to say. For instance, phrases like, “You see, I have a great idea,” or excessive use of “like” can distract from the core message. It’s particularly noticeable among younger generations, where expressions like “bro” or “slay” are used liberally. While such language might seem trendy, it often detracts from clear communication. The key is to cut down on filler words and focus on delivering your ideas with precision and clarity. Remember, simplicity often carries the most weight.

3. Dominate conversation or interrupt: Let me reemphasize – do not try to dominate conversations. There is a common perception that being an “alpha” is a strength, but in reality, it stifles meaningful dialogue. Interrupting someone mid-conversation does the same—it disrupts the flow and kills the essence of genuine exchange. While dominating conversations might make for entertaining television—where everything is compact and carefully choreographed for impact—real-life interactions are not designed that way. In real conversations, being overly assertive can alienate others and hinder thoughtful communication. Instead, focus on engaging carefully and collaboratively to foster deeper connections.

4. Send messages without reviewing: Never send messages without reviewing them. In a world where written communication carries significant weight, overlooking errors or unclear phrasing can lead to misunderstandings or a loss of credibility. Always take a moment to review your messages before hitting send. This simple habit ensures clarity and helps you communicate more effectively.

Also read: Role of public relations during social media age

Embracing technology without losing personality

The rise of AI tools like ChatGPT and Jasper has transformed how we create content. While these tools are invaluable for speeding up processes and generating ideas, they cannot replicate your unique voice or perspective. I often use such tools for first drafts or to spot errors, but the final touch—the personality—is something only I can bring.

Creativity: The heart of communication

Creativity is what makes communication memorable. Whether it’s Ernest Hemingway’s The Old Man and the Sea or a gripping James Bond novel, it’s the rhythm, variety, and personal touch that leave a lasting impression. Vary sentence lengths, avoid monotony, and let your personality shine through your work.

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Final thoughts

Attention is the most precious commodity today. By embracing clarity, creativity, and active listening, anyone can master the art of communication in the digital age. The key is to keep refining your craft, stay true to your voice, and always consider the audience you’re speaking to.

These are lessons I’ve learned through years of experience, and I hope they resonate with you as much as they have shaped my journey.

Disclaimer

Information related to companies and external organizations is based on secondary research or the opinion of individual authors and must not be interpreted as the official information shared by the concerned organization.


Additionally, information like fee, eligibility, scholarships, finance options etc. on offerings and programs listed on Online Manipal may change as per the discretion of respective universities so please refer to the respective program page for latest information. Any information provided in blogs is not binding and cannot be taken as final.

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