Electrifying Communications
Public Relations is more than crafting statements or delivering polished speeches. It’s about understanding human nature – about making your audience feel recognized, valued, and understood. Speaking their language.
I had the privilege of working with four British Ambassadors. Top-tier diplomats, each fluent in Romanian after intensive language training before and during their posting. Their first major Public Relations milestone was always the introductory press conference.
Traditionally held at the ambassador’s residence, this event was a highly charged moment – an opportunity to connect with the public through the media. Everything happened in Romanian, live and on camera.
Preparation was key. Together, we spent long hours refining key messages, reviewing media headlines, and anticipating possible questions from journalists. One of my favorite preparation tools was role-play. I became the journalist – armed with sharp questions and a voice recorder (later, a smartphone). We would then analyze the recordings, exchanging constructive feedback, fine-tuning responses, and reinforcing key strengths. I strongly believe in the power of positive reinforcement – creating a sense of safety is essential for any intense learning journey.
During the press conference, I wasn’t just listening to the questions and answers – I was attuned to the energy in the room. It was electrifying to watch an ambassador fully engage with the audience in Romanian.
Years later, in January 2019, I experienced the impact of such a moment from the other side. Donald Tusk, then President of the European Council, arrived in Bucharest to formally launch Romania’s six-month Presidency of the EU. The ceremony at the Atheneum was attended by an international audience, myself included. To everyone’s astonishment, Mr. Tusk, a Polish national, delivered his entire speech in Romanian.
“Sunt sigur că președinția dumneavoastră va fi la fel de energică, de românească și de europeană ca muzica lui George Enescu,” he said[1].
I felt the power of his words firsthand. His message, delivered in my native language with a reference to one of Romania’s greatest cultural figures, made me feel truly seen.
In my experience, that makes all the difference.
[1] “I’m sure your presidency will be as energetic, Romanian and European, as George Enescu’s music.”