1. Audience Messages Media/ forum Timing Spokesperson Strategic Objectives Feedback Context McGraw-Hill/Irwin Copyright © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Developing Leadership Communication Strategy Lectures Based on Leadership Communication By Deborah J. Barrett, Ph.D.

2. Leadership Communication by Deborah J. Barrett Chapter 1 - 2 Discussion Topics  Clarifying purpose and generating ideas  Developing a communication strategy  Analyzing an audience  Ensuring effective structure  Using the Pyramid structure

3. Leadership Communication by Deborah J. Barrett Chapter 1 - 3 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.

4. 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.

5. Leadership Communication by Deborah J. Barrett Chapter 1 - 5 Idea Generating Ideas  Brainstorming  Idea mapping  Journalist’s questions: who, what, when, where, how, why  Decision tree Main Idea Main Idea

6. Leadership Communication by Deborah J. Barrett Chapter 1 - 6 Using the Communication Strategy Framework Audience Messages Media/ forum Timing Spokesperson Strategic Objectives Feedback Context

7. 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?

8. 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?

9. Leadership Communication by Deborah J. Barrett Chapter 1 - 9 Developing a Communication Strategy Action Plan Monitor results/ readjust strategy Refine/ implement strategy Perform analysis/ develop strategy

10. Leadership Communication by Deborah J. Barrett Chapter 1 - 10 Organizing Your Communication 1. Deductive 2. Inductive 3. Chronological 4. Cause/effect 5. Comparison/contrast 6. Problem/solution 7. Spatial

11. Leadership Communication by Deborah J. Barrett Chapter 1 - 11 Overall Argument Sub-argument #3 Sub-argument #1Sub-argument #2 Evidence Concept based on Barbara Minto’s The Pyramid Principle Using the Pyramid Structure

12. Leadership Communication by Deborah J. Barrett Chapter 1 - 12 BankCorp should launch its new card in China. Easy to Implement Attractive Market Will be Profitable Pro-bank climate No competition Costs low Revenue high Staff available Plan developed Why? Why? Why? Pyramid Example

13. 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.