by Steve Adubato, PhD

I know that some people don’t believe in making New Year’s resolutions, but when it comes to communication, even if you keep one from the list below, you can’t help but benefit both in your professional and personal life.

In that spirit and with the knowledge that we never become “perfect” communicators, but are always looking to improve and become more self aware, here’s some resolutions that I promise can make a difference.

--Remember the expression, “be brief, be engaging, be gone” the next time you have to make a presentation. Shorter presentations (with a clear message) are usually more memorable, but in the process, go from simply lecturing or giving out information to connecting with and engaging your audience by getting them more involved. Further, commit to a five (or no more than eight) minute presentation. Take off your watch, put it in front of you, and make sure you finish and “be gone” at the allotted time. Don’t assume that some sort of internal clock will keep you on track . It won’t. We always talk longer than we think we do, and being aware of that is something to keep in mind in the New Year.

--Build your brand in the New Year. That’s right, YOUR brand. I know we usually think about branding as a term in marketing and advertising that involves corporate logos and slogans or a high profile celebrity’s reputation. But branding is crucial to everyday professionals. This is more true in these difficult economic times than ever before. Your professional brand/reputation is all you really have. It’s what people say about you to others. It’s how you are perceived in the marketplace. While effective branding is a product of many factors, one tangible step you can take in 2011 is to update and redesign your Web site with more video of you. If you give a presentation at an industry conference, have it videotaped on a camcorder. It’s inexpensive and you can edit out parts you don’t like. Or, write an article in a professional publication that offers tangible tips and tools that highlight your expertise.

--While branding YOUR reputation is essential, in the New Year remember that “it’s all about them.” Simply put, this means we should only be talking about ourselves, our products or services in the context of the needs and wants of our clients, customers and prospects. In 2011, we must reframe the way we communicate by asking ourselves what will move, motivate, inspire or at least get the interest of the other person you are talking to. Flip the communication equation. So instead of saying, “Here’s what I want to say to you,” say, “If I were in your position, here is what I think you would be interested in.”

--Stay focused in the New Year. Be present. What am I talking about? As I am writing this column my Blackberry is beeping, communicating the message that I’ve received an e-mail or text message. Fight the urge to multitask when communicating. That e-mail or text message will be there in a few minutes. But, if I respond to it right now, it could take me out of the mindset of writing this column and being truly present. The same phenomena plays out when you are in a meeting, checking your Blackberry or iPhone, or in a conference call while doing five other things. The result? You will miss some important message or piece of information that is likely to be useful in the future. Multitasking when communicating is risky business. I know it is easier said than done, as my blackberry beeps again, but trust me, the payoff is huge.