Download Leadership Communication

Developing Leadership
Communication Strategy
Strategic
Objectives
Timing
Spokesperson
Media/
forum
Audience
Lectures Based on
Leadership Communication
By Deborah J. Barrett, Ph.D.
McGraw-Hill/Irwin
Copyright © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Leadership Communication by Deborah J. Barrett
Discussion Topics
 Clarifying purpose and generating ideas
 Developing a communication strategy
 Analyzing an audience
 Ensuring effective structure
 Using the Pyramid structure
Chapter 1 - 2
Leadership Communication by Deborah J. Barrett
What is Strategy?
In business, strategy is
 Determining your goals and
 Developing a plan to achieve those goals
For communication, it is
Deciding what your purpose is in
communicating with a particular audience
and selecting the best way to appeal to that
audience to achieve that purpose.
Chapter 1 - 3
Leadership Communication by Deborah J. Barrett
Chapter 1 - 4
Establishing A Clear Purpose
In general, the purpose for business
communication is one of the following:
 Inform
 Persuade
 Instruct
However, within these three, you must decide
exactly
 What it is you want to say and
 What you expect to achieve.
Leadership Communication by Deborah J. Barrett
Chapter 1 - 5
Generating Ideas
 Brainstorming
 Idea mapping
Idea
Idea
Idea
Idea
 Journalist’s
questions: who,
what, when, where,
how, why
 Decision tree
Idea
Idea
Main
Main
Idea
Idea
Idea
Idea
Idea
Idea
Idea
Idea
Leadership Communication by Deborah J. Barrett
Chapter 1 - 6
Using the Communication
Strategy Framework
Strategic
Objectives
Spokesperson
Media/
forum
Audience
Timing
Leadership Communication by Deborah J. Barrett
Chapter 1 - 7
Determining the Context
 What is going on in the world, industry, or
company that will affect the audience?
 Where does the communication fall in the
communication flow?
 What are the organizational implications?
 What are the people implications?
 What does the audience know or believe about
the context compared to what the sender knows
or believes?
 What cultural differences should you consider?
Leadership Communication by Deborah J. Barrett
Chapter 1 - 8
Analyzing Your Audience
1.
Who is your primary audience? What do they expect?
How do they feel?
2.
What is your purpose in communicating with this
person or group?
3.
Who is your secondary audience?
4.
What does each audience know?
5.
What are their motivations?
6.
What do you expect the audience to do, to feel?
7.
What would be the most effective media for this
audience?
Leadership Communication by Deborah J. Barrett
Chapter 1 - 9
Developing a Communication
Strategy Action Plan
Perform analysis/
develop strategy
Monitor
results/
readjust
strategy
Refine/
implement
strategy
Leadership Communication by Deborah J. Barrett
Organizing Your Communication
1. Deductive
2. Inductive
3. Chronological
4. Cause/effect
5. Comparison/contrast
6. Problem/solution
7. Spatial
Chapter 1 - 10
Leadership Communication by Deborah J. Barrett
Chapter 1 - 11
Using the Pyramid Structure
Overall Argument
Sub-argument #1
Evidence
Evidence
Sub-argument #2
Evidence
Evidence
Sub-argument #3
Evidence
Concept based on Barbara Minto’s The Pyramid Principle
Evidence
Leadership Communication by Deborah J. Barrett
Chapter 1 - 12
Pyramid Example
BankCorp should launch
its new card in China.
Why?
Attractive
Market
Pro-bank
climate
No
competition
Why?
Will be Profitable
Costs
low
Revenue
high
Why?
Easy to
Implement
Staff
available
Plan
developed
Leadership Communication by Deborah J. Barrett
Chapter 1 - 13
Discussion Summary
 Effective communication requires a clear purpose.
 Idea generation techniques help clarify purpose.
 Effective communication requires a
communication strategy.
 No strategy will work without audience analysis.
 The specific organizational structure depends on
your message and audience, but a logical
structure is essential.