One of the communications lessons we almost never discuss is about passion. To be the best communicator you can be, you really need to believe in what you’re saying, to demonstrate enthusiasm and “gut” emotions about your argument, particularly when you are promoting a cause or program. This week, Stewardship Ontario launched a program to help recycle household hazardous waste such as paint cans, batteries, fertilizer containers and so forth. It’s called Do What You Can (www.dowhatyoucan.ca). Stewardship Ontario and its team led by CEO Gemma Zecchini did an outstanding job organizing a launch event held Thursday at Mississauga’s Fewster Community Recycling Centre and they earned their own Touchdown. But the person responsible for the provincial agency, Environment Minister John Gerretsen, deserves to be singled out here for the numerous television, radio and print interviews and media scrums he conducted, and for his excellent speech at the launch event, carried live on CP24. What came across in every interview was Minister Gerretsen’s passion for our environment. He really feels it. The media often gets the impression that some communicators are “going through the motions,” even if they’re not – for some it may just be caused by nervousness or lack of preparation. But Minister Gerretsen has been committed to the environment his entire career. Since taking over the portfolio (he formerly served as Minister of Municipal Affairs and Housing), the Kingston native’s deep commitment to improving our environment now and for future generations has illuminated many worthy programs run by his ministry. I don’t need to get into specifics of what Minister Gerretsen said because the lesson here is about how his passion for the subject elevated every interview he did. He spoke with a gut emotion that made it easy for consumers to connect to his message. It’s a good lesson for all of us.
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