In an ideal world, external communications in an organisation would start with the purpose and answer the question "Why are we communicating?". We would then understand what audience we are trying to address and determine the exact messages. Only after would we choose the tools or channels to reach our audience in the most effective way. Public speaking is only one of the tools you have in your communication toolbox. But, it is the best tool. In a world focused on screens and online interactions, public speaking is refreshingly direct and human. It allows you to be creative and to build lasting relationships. Unlike other communication tools like brochures, and websites and videos, you cannot easily “fake” it when speaking in public. The presence or lack of enthusiasm, purpose and meaning is clearly visible when you speak in public. This is why many people are truly afraid of speaking in public. Traditionally we see the fear of public speaking as the fear of being judged and the fear of crowds. But a lack of purpose is more to blame for your nerves in public than you might think at first. A brochure without a purpose will look nice on a shelf at the entrance of your office but will soon finish in the rubbish bin. A public speaker without a purpose will feel like a fake. He or she might even get away with it. But in the long run, their public speaking skills will not get better and their fear will increase. If you identify with any of these issues, then there is some personal work that you need to do on your own ( and with support from your Public speaking coach).