Those working in PR and the media are assumed to be natural communicators.  Nothing is further from the truth. 

We will have all been there.  Perhaps presenting to a client and having that awful feeling that their attention is drifting away.  If not that, then the seminar, conference or training session where your mind simply wanders. 

We all over-estimate our own ability as a communicator, and we are not as good as we think we are. 

I'm not a great fan of 'Eight things to do before breakfast' type articles, but this one in Forbes (July 2016) offers some real gems.

Talk to individuals.  it doesn't matter what size group of people you are talking or presenting to, talk to them as if talking to just one individual.  Your audience will feel far more engaged. 

Listen, don't talk.  People love to talk about themselves, whether that be their home or professional life.  Use that to your advantage. 

Body language. Hugely under-estimated and very important. The most exciting presentation in the world will be flat and dull if the speaker appears wooden. 

Rehearse. In front of the mirror, with friends or your partner. The more you rehearse the better and more natural you will appear.