SUCCESS IN THE world of business depends, perhaps more than anything, on the ability to communicate well. That takes intuition, intelligence, observation and practice, and is by no means as straightforward as some people may assume.
'If someone tells me they have good English and Chinese-language skills, I often say 'go and be a writer',' said Chris Liu, general manager for Hong Kong and senior vice-president for Greater China at public relations agency Ketchum Newscan.
'What we need in a business environment is not the basic technical skills of structuring sentences, but the articulation skills to communicate effectively.'
In essence, this means being able to sift through the huge volume of 'raw data' that is now available and select what is most appropriate for each type of audience. While an in-house research department might provide all manner of detailed information, a wealth management professional, for example, should be in no doubt about what to use and when. This will differ markedly, depending on whether the conversation is with a prospective client, a department manager, a product provider or an industry regulator.
Also, the data should be structured to explain your bank's wealth management function and presented in a way that suits the other person, whether it is a journalist or another banker. 'You must know how to customise according to what the audience needs,' said Mr Liu, who provides communications training for staff at financial institutions.
A common mistake, he said, especially among junior employees or those new to their roles, was to focus on what one knew and not on what the other person wanted to know.
'Very often, people want to include everything, like a paper submitted to a professor,' Mr Liu said. 'The key to putting your points across in the most effective manner goes back to knowing the intellectual, emotional and information needs of the person you are talking to.'