Susan Boyle, Communications Expert

Today, like millions who watch all sorts of videos forwarded from friends and family, I was introduced to Susan Boyle.

Three seconds after she started to sing, the crowd went wild. Ten seconds later, they were on their feet.

What does this teach us about communications and public relations? I think we can draw a few conclusions, but I'll point to two I often repeat:

1. Public relations is about what you do and not about what you say. Susan said she was going to do well and no one in the theater believed her. But, her actions spoke louder than her words.

2. Conviction and belief in your messages is of paramount importance. Susan believed in what she came to do and, therefore, was admirably confident in her pre-performance delivery.

Do the right thing first and then make sure your messaging is correct. People can't ignore that.