leadership and public leadership and public speakingspeaking · leadership and public leadership...
TRANSCRIPT
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Leadership and Public Leadership and Public SpeakingSpeaking
Building a strategic message and Building a strategic message and Building a strategic message and Building a strategic message and a strong public presencea strong public presence
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A presentation by Luciana Herman, Ph.D.Harvard Kennedy School of Government
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Lesson 1Lesson 1
Phil DavisonPhil Davison2010 (failed) Candidate for Stark County, Florida, Treasurer( ) y, ,http://www.youtube.com/watch?v=UhV5RgcNJjE&noredirect
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What Makes a Strong Speaker?
Nine Essentials
Leadership IQ Your Values
Audience Values
Audience Perception
Trust
Perception
Message
EthicalBody LanguageVoice / ToneWord Choice
Today’s Presentation
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What Makes a Strong Speaker?
Nine Features
Leadership IQ Your Values
Audience Values
Audience Perception
Trust
Perception
Message
EthicalBody LanguageVoice / Tone
Word Choice
Today’s Presentation
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What Makes a Strong Speaker?
Audience Perception
The messageWords you use 7%The message
23%Words you use
70%Body language
Voice / Tone
Ethical
How your audience perceives you
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What Makes a Strong Leader?
Self Motivation of
Leadership and Character
Self-regulation Creative /
Visionary
Motivation of Self and Others
Self-Awareness
EmpathyLeadership IQ
Logical
Q
Social Skills
Trust
Ethical
Based on Daniel Goleman, “What Makes a Leader,” Harvard Business School
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LogosLogos
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Logos PathosLogos Pathos
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Ethos
Logos PathosLogos Pathos
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Ethos
Logos PathosLogos Pathos
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What Makes a Strong Leader?
Self Motivation of
Your Leadership IQ
Self-regulation Creative /
Visionary
Motivation of Self and Others
Self-Awareness
EmpathyCredibility
Logical
Social Skills
Trust
Ethical
Based on Daniel Goleman, “What Makes a Leader,” Harvard Business School
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Strategic MessagingStrategic 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 expressWhat 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.
12Using Values to Create Support
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Final ThoughtsFinal ThoughtsFinal ThoughtsFinal ThoughtsA 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
13
What are your shared values on key issues? What stories will move them emotionally? Persuade them logically?
How Common Values Create Strategic Messages
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Th R lThree Rules
1.Be authentic
2. Keep it simplep p
3. Know your audience
Now you’ll stay calm cool and collected
y
Now you ll stay calm, cool, and collected