leadership and public leadership and public speakingspeaking · leadership and public leadership...

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

Lesson 1Lesson 1

Phil DavisonPhil Davison2010 (failed) Candidate for Stark County, Florida, Treasurer( ) y, ,http://www.youtube.com/watch?v=UhV5RgcNJjE&noredirect

=1

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

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

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

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

LogosLogos

Logos PathosLogos Pathos

Ethos

Logos PathosLogos Pathos

Ethos

Logos PathosLogos Pathos

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

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

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

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