You have a game going on. You have a stadium full of people, say, oh, some 70,000 or so. Moving parts are all over the place. So how do you communicate? Glad you asked.
Sherron Washington, M.A. is a marketing and communication (marcom) professional who has imparted her wisdom and expertise for over two decades and will be presenting the Stadiums sector keynote at VenueConnect on “Your Response Matters: How to Become a more Competent Communicator. ”
She has been called “The Marketing Whisperer” by many due to her uncanny ability to assist businesses in developing an 
innovative, solution-driven, fusion of communication and marketing efforts that increase growth opportunities.
A sought-after international speaker, trainer, facilitator, and professor, Sherron’s energetic passion permeates the crowd and creates an unforgettable electrifying experience. She is also the author of Market Simple: The Blueprint to a One-Page Marketing Plan, and The Oops Moment: Eliminating Marketing Mistakes, Mishaps and Missteps instructional guides on how businesses can create a quick and easily executable one-page marketing plan and eliminate marketing mistakes. Her marcom business acumen, online and offline creates a distinctive and lasting presence that encourages and influences others worldwide.
Sherron communicated with us in advance of VenueConnect about some of her subject matter that you will not want to miss in Chicago.
Communication so often gets tossed around as some kind of generic word. How would you as an expert in this field provide a working definition of communication?
Communication can be simply described as a way to exchange meaning. Effective communication on the other hand is something I define very differently; it is when you have the ability to convey your intended message efficiently.
How did “The Marketing Whisperer” become your identification?
A colleague began calling me that because I helped her with some marketing anxiety she was experiencing and began to share the name with others. She said it was due to my uncanny ability to simplify marketing issues for her. It caught on so much that many potential clients would call me and ask for the marketing whisperer.
By the presentation title, we are guessing that response is a very important part of communication. Can you share more on that?
Communication is often taken for granted. People rarely assess how their response or interaction is vital to the demise or the enhancing of an interaction. Being mindful of our responses (whether non-verbal or verbal) allows us to be more keen in skillfully communicating in order to enhance our engagement with others and resolve conflicts quickly and successfully.
Another interesting word in the title is competent. How potentially damaging is it for someone to not have the necessary competencies to appropriately communicate?
Theorists often describe the term communication competence as “communicating in ways that are effective and appropriate.” Lacking this level of competence can be extremely damaging to if you are unable to do, causing things like poor conflict resolution and making it difficult for you to communicate with others or others to communicate with you.
Our members work in public assembly venues such as arenas, stadiums, convention centers, and performing arts theaters. They obviously have a great deal of interaction both internally with their staff and also with the guests who come to their venues. Is there anything that stands out unique about our particular membership and your presentation audience when it comes to communication?
I like to think of communication as a universal skill that all can benefit from. However, what stands out most to me for your specific audience, is that you all have the ability to have a consistent flow of communication practice both externally and internally. Remember “practice makes perfect” and communication is a learned skill that needs to be actively exercised in order to develop effective competencies required for excellent interactions.
What takeaway would you like attendees to have when they return home to their venues?
I want VenueConnect attendees to walk away with an increased ability to help them accurately respond in various situations and provide them with tactics to teach them open communication styles that lead to more successful outcomes.
