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 QuickTime™ and a QuickTime™ and a decompressor decompressor are needed to see this picture. p are needed to see this picture are needed to see this picture. 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 Your Values Leadership IQ Audience Values Trust Audience Perception Perception Message Body Language Ethical Word Choice Voice / Tone Today’s Presentation
W hat Makes a Strong Speaker? Nine Features Your Values Leadership IQ Audience Values Trust Audience Perception Perception Message Body Language Ethical Word Choice Voice / Tone Today’s Presentation
W hat Makes a Strong Speaker? Audience Perception The message The message Words you use Words you use 23% 7% Body language 70% Voice / Tone Ethical How your audience perceives you
W hat Makes a Strong Leader? Leadership and Character Motivation of Motivation of Self Self- Creative / Self and regulation Visionary Others Self- Awareness Leadership Empathy I Q Q Logical Ethical Social Skills Trust Based on Daniel Goleman, “What Makes a Leader,” Harvard Business School
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W hat Makes a Strong Leader? Your Leadership IQ Motivation of Motivation of Self Self- Creative / Self and regulation Visionary Others Self- Awareness Empathy Credibility Logical Ethical Social Skills Trust 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 What are your shared values on key issues? What stories will move them emotionally? Persuade them logically? 13 How Common Values Create Strategic Messages
Th Three Rules R l 1.Be authentic 2. Keep it simple p p 3. Know your audience y Now you’ll stay calm cool and collected Now you ll stay calm, cool, and collected
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