Leadership and Public Leadership and Public Speaking Speaking - - PowerPoint PPT Presentation

Leadership and Public Leadership and Public Speaking Speaking

Building a strategic m essage and Building a strategic m essage and Building a strategic m essage and Building a strategic m essage and a strong public presence a strong public presence

A presentation by Luciana Herm an, Ph.D. Harvard Kennedy School of Governm ent

Lesson 1 Lesson 1

Phil Davison Phil Davison

2010 (failed) Candidate for Stark County, Florida, Treasurer ( ) y, , http://www.youtube.com/watch?v=UhV5RgcNJjE&noredirect =1

W hat Makes a Strong Speaker?

Nine Essentials

Leadership IQ Your Values Audience Values Audience Perception

Trust

Perception

Message

Ethical

Body Language Voice / Tone Word Choice

Today’s Presentation

W hat Makes a Strong Speaker?

Nine Features

Leadership IQ Your Values Audience Values Audience Perception

Trust

Perception

Message

Ethical

Body Language Voice / Tone Word Choice

Today’s Presentation

W hat Makes a Strong Speaker?

Audience Perception

The message Words you use

7%

The message

23%

Words you use

70%

Body language Voice / Tone Ethical

How your audience perceives you

W hat Makes a Strong Leader?

Self Motivation of

Leadership and Character

Self- regulation Creative / Visionary Motivation of Self and Others Self- Awareness Empathy

Leadership I Q

Logical

Q

Social Skills Trust

Ethical

Based on Daniel Goleman, “What Makes a Leader,” Harvard Business School

Logos Logos

Logos Pathos Logos Pathos

Ethos Logos Pathos Logos Pathos

Ethos Logos Pathos Logos Pathos

W hat Makes a Strong Leader?

Self Motivation of

Your Leadership IQ

Self- regulation Creative / Visionary Motivation of Self and Others Self- Awareness Empathy

Credibility

Logical Social Skills Trust

Ethical

Based on Daniel Goleman, “What Makes a Leader,” Harvard Business School

Strategic Messaging Strategic Messaging

• What are your values?
• What is the problem? Why does it matter to you? Why should

p y y y it matter to other groups? What should be done about it?

• What are the phrases, images, or concepts that express

What are the phrases, images, or concepts that express common values?

• Who is your target audience?
• Who is your target audience?
• Does your message leave anyone out? If it does, is that a

strategic choice?

• Revise your message, create your central frame.

12

Using Values to Create Support

Final Thoughts Final Thoughts Final Thoughts Final Thoughts

A Few Messaging Rules:

• Values resonate.
• Values resonate.
• Keep it emotional, not cerebral.
• Tell stories that your target audience can identify with.
• Images matter
• Images matter.
• Keep it simple.

Target your audience with your message: Target your audience with your message:

• Know your audience.
• Before developing your message, think carefully about your

intended audience; write out a list of their values and issues. intended audience; write out a list of their values and issues.

• Are you trying to convince people who already think like you or is

your target audience in opposition on some key aspect?

• What are your shared values on key issues? What stories will

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• What are your shared values on key issues? What stories will

move them emotionally? Persuade them logically?

How Common Values Create Strategic Messages

Th R l Three Rules

1.Be authentic

• 2. Keep it simple

p p

• 3. Know your audience

Now you’ll stay calm cool and collected

y

Now you ll stay calm, cool, and collected